Matching Webinar Content to the Buying Cycle


As prospects increasingly self-educate through the buying cycle, webinars have become a primary source of information that buyers turn to before making a purchase decision. To be most effective, your webinar content must be tailored to the specific objectives of each stage of the buying cycle. Marketers’ primary goal is to progress prospects and opportunities from one stage of the buying process to the next. Vendor-neutral applications.

Matching Webinar Content to the Buying Cycle: Evaluation and Purchase Stages


An overwhelming majority (82%) of senior executives said that content was a significant driver of their buying decisions. 66% of respondents said that the winning vendor provided higher-quality content. 61% of B2B buyers agreed that the winning vendor delivered a better mix of content appropriate for each stage of the purchasing process. Buying criteria. Purchase Stage: Example of a “Demo Webinar” Design Your Webinars with the Buying Cycle in Mind.


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Content Auditing and Mapping it to the Industrial Buy Cycle

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Content Auditing and Mapping it to the Industrial Buy Cycle by Achinta Mitra on September 3, 2010 in B2B Lead Generation , Content Marketing , Industrial Marketing Strategies , Integrated Industrial Marketing These days it is popular to say “Content is marketing currency.” And in a complex industrial buy cycle, things can get well…complicated. Get Engineers Can Sell white paper now.

Convert articles and blog posts to video


In the case of tech solution vendors, blogs are full of middle-of-the-funnel stuff that responds to customer concerns with a minimum of hype and marketing-speak. It’s the kind of real-life, forward-looking content that buyers in the consideration phase of the buying cycle are eager to consume. The same is true for articles like research reports and white papers. Buying committee members don’t like to appear to be advocating too hard for anything new.

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How Social Media Changed the Sales Cycle into the Buying Cycle


Once they developed a short list of vendors for consideration, they contacted the companies (using phones, which were connected via wires) and the companies sent them (printed) sales collateral by mail (postal, that is). Marketers spent a lot of time creating attractive sales collateral materials–brochures, specification sheets and the like–and getting these printed on nice, glossy paper.

Shifts in B2B Buyer Behavior Support New Priorities for Demand Gen Content

The Point

Here are just some of the key findings, along with what I believe these trends mean for demand generation marketers: FINDING : 59% of respondents say they now have formal buying groups or buying committees in place to review purchases. IMPACT : Use ABM strategies to deliver personalized, relevant content to specific buying roles within large accounts. 72% of B2B Buyers quote timely response to inquiries as a key factor in vendor selection via @spearmktg.

Variety of Content is the Key in the Early Stages of the.

Industrial Marketing Today

In Needs Awareness and Research phases, the first two stages of the industrial buy cycle (see my earlier post Deconstructing the Four Stages of the Industrial Buy Cycle ) your prospects and customers use a variety of online content to find solutions to their current problems and needs. In this post, I’m going to focus on content for the early stages of the buy cycle. This white paper aims to change that perception of them.

The State of Demand Generation

The Effective Marketer

Buying cycle control (you need to facilitate the buying process and understand what is required of you as a result). The Customer Buying Cycle Framework. According to SiriusDecisions, buyers go through three stages and six steps during their buying process. Stage 3: Vendor Selection. You have to be prepared to engage them throughout the cycle. Burned cycles (lack of buyer knowledge, and lack of specificity).

B2B vs. B2C Marketing: Four Myths, Six Differences, and One Key Similarity


The next largest expense is usually content production: website copy, blog posts, marketing collateral, white papers, ebooks, video, infographics, social media posts, etc. But nobody buys an iPhone or iPad because Apple’s accountants are so skilled. They buy because of the company’s innovation and, yes, marketing. B2C marketing most typically has only one layer: the consumer buys from a retailer (or in a much smaller number of cases, directly from a producer).

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Five Ways B-to-B Marketers Need to Change Their Game


The Internet has driven dramatic changes in business buying behavior. Just as no one buys a car anymore without first checking prices and features online, business buyers now research and educate themselves online, months—even years—before ever seeing a sales person. In the old days—just a few years ago—when business buyers had a problem, they’d call in their vendors for advice on how to solve it. Image via Wikipedia.

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Killer Questions to Ask Before Starting a White Paper Project

Ambal's Amusings

How can you create a white paper that serves it purpose - create high quality leads, provide useful information to potential customers etc. Well, like Stephen Covey said, "You begin with the end in mind" We asked our panel of white paper experts "W hat are the 3 key questions you ask before starting a white paper project? Jonathan Kantor is 14-year white paper marketing veteran. Generating More Leads with Video White Papers. Buying Guide.

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A Nurture Strategy for Content Syndication Leads

The Point

However, as much as it has a reputation as a way to generate “guaranteed” leads, content syndication is not a cure-all, and indeed, more than most demand generation channels, is likely to generate sales leads that gravitate towards the early stages of the buying cycle.

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New White Paper and Eloqua Prospect Profiler

Customer Experience Matrix

In honor of the event, they sponsored a white paper by Yours Truly on the general topic of, um, why it’s important to make it easier for salespeople to review prospect behaviors that are captured by the demand generation system. The paper, Restoring the Balance: Why Marketing Holds the Key to Effective Selling in a Changed Business World , is available for free on the Raab Guide site and will eventually show up on the Eloqua site as well.

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Alinean Launches Interactive White Papers

The ROI Guy

Overcomes Marketing Information Overload, Transforming Traditional White Papers into Dynamic, Personalized Engagement Tools Alinean, the leading creator of value-based interactive sales and marketing tools for B2B vendors, today launched a new demand generation tool for B2B marketers – Alinean Interactive White Papers. Alinean Interactive White Papers help B2B marketers better attract and connect with today's overloaded, skeptical and frugal buyers.

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Best Random but Interesting B2B Marketing Posts, Articles and Resources of 2010


The pieces presented here range from an extensive list of marketing cliches to avoid and tips to shorten the B2B buying cycle to guidance on branding, presentation skills, freelancing, job hunting and more. Kipp Bodnar shares more than two dozen marketing lessons gleaned from the MarketingProfs B2B Forum event, among them: repackage expensive content (such as white paper content) into different formats—blog posts, webinars, bylined articles—to get the most out of your investment.

The Risks of Over-Reliance on Late-Stage Content

The Point

Whatever demand gen channels you use to generate marketing leads, there’s value in always promoting a mix of content and other offers that span the entire buying cycle: early-stage, mid-stage, and late-stage.

How to Bridge the Gap Between Sales & Marketing


We partnered with vendors who handled the marketing. I would download, print, and assign the leads by writing the reps name on the paper lead in the top left corner. More content that addresses customer demands means a shorter buying cycle.

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Tom Pisello: The ROI Guy: Do White Papers Still Engage? They do if.

The ROI Guy

Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons. Tuesday, September 28, 2010 Do White Papers Still Engage? The question any marketer needs to ask - Are your marketing efforts adding to the clutter, or engaging with prospects to advance the buying cycle?

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5 Steps to B2B Marketing Success

Everything Technology Marketing

By Holger Schulze Major shifts are taking place in B2B marketing that started a few years ago but have accelerated in recent months – in the marketplace as well as inside vendor organizations. In the “old days”, the mainstream marketing approach was to interrupt and engage prospects, educate them on the vendors offering and move them through the sale cycle towards a transaction – a very vendor and product centric approach.

10 Secrets To Help You Succeed In B2B Content Marketing

Marketing Insider Group

Doing so will not only help sell the product but also work toward establishing a better relationship with vendors, partners, and clients. White Papers. White papers need to be some of your best content. Like white papers, eBooks will be some of the best content that you provide.

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The Big O – Outcome Selling

The ROI Guy

Empowered Buyers: Fueled by the Internet, with access to a wealth of resources, research, discussions, product and pricing information, buyers are self-empowered to drive the buying cycle, inviting sales later and later into the decision making process, if at all. B2B buyers are now relying on industry analysts, peers and trusted 3rd party publications, but not on vendors, to help them facilitate important purchase decisions.

Spring has Sprung, and So Should New Sales and Marketing Practices

The ROI Guy

It is not often we see so many thought leaders and pundits confluence around such significant observations: • At Forrester , sales enablement analyst Scott Santucci indicates that “We are in the middle of a major transformation in the B2B sales model, driven by customer’s enterprise-wide strategic procurement initiatives to buy only what they need at the lowest possible price”. Marketing luminary Seth Godin indicates that "No business buys a solution for a problem they don't have."

The End of Marketing as We Know It: Overcoming Buyer Challenges with Interactive Smart Content

The ROI Guy

The question any marketer needs to ask - Are your marketing efforts adding to the clutter, or driving a valuable dialogue and as a result, connecting meaningfully with prospects to advance the buying cycle? Rounding up the challenges, recent studies indicate that 9 out of 10 of buyers say that when they are ready to buy, they find you. Decision Cycle Mapping Ever get a product sales pitch for a problem you don’t have?

The Demand Spectrum and Value-Based Sales & Marketing

The ROI Guy

Interactive White Papers: Most often with new concepts, white papers are used to educate a prospect as to the opportunities a new concept can address, and provide validation that a solution indeed exists to address the opportunity. Often these white papers include research from 3rd parties to help assure the buyer that the issue is indeed real, and that the solution is indeed a viable way to solve the problem.

B2B Companies are Really Content Companies, But is Content Publishing Enough?

The ROI Guy

As a result, most buyers have taken charge of the buying cycle , engaging with sales representatives later and later. As a result, Internet fueled buying cycles have required B2B marketers to deliver more content and tools over more and more channels to actively engage ever more empowered, skeptical and frugal buyers. Delivering interactive white papers, executive assessment tools, and calculators can deliver the customized content that buyers demand.

Tom Pisello: The ROI Guy: IDC: Economic Buyers, Digital Overload.

The ROI Guy

Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons. As a result, sales is being invited later into the decision making process, sales cycles are extending and deals are stalling. We call this the “Internet fueled buying cycle.&#

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Is Your Content Marketing Missing the Mark?


We have white papers for every buying stage, but we just can’t get enough people to download them.”. From your insights into your buyers you should know for each stage of the buying cycle: Which personas are involved at each stage. Early stage buyers may not rush to download your 20-page white paper, as beautifully written as it may be. At different stages of the buying cycle, buyers look to different sources for information.

B2B Websites: To Publish Prices, Or Not To Publish…That Is The.

Industrial Marketing Today

There have been many studies done over the years that indicate that price information is the very reason why most B2B buyers visit a vendor’s website. The results from three separate studies confirm this: 61% of engineers surveyed indicated pricing information as one of the primary reasons to visit a vendor’s website. This white paper aims to change that perception of them. Get Engineers Can Sell white paper now.

Tom Pisello: The ROI Guy: Predictions for 2011: The End of B2B.

The ROI Guy

Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons. At the same time, B2B buyers are taking advantage of the wealth of information available via the Internet and social media to become more empowered, taking charge of the buying cycle.

Tech Media Publishers looking more Like Interactive Marketing Firms Every Day

The ROI Guy

Tech Media publishers have seen an exponential shift in buyer behaviour, recognizing that the B2B buying decisions these publications support are now Internet driven , and that buyers are in control of the buying cycle like never before - seeking trusted sources of diagnosis, advice and recommendations. The age of Internet fueled buying decisions means that traditional print publications just don't meet buyer or seller needs.

How Manufacturers Use 3D CAD Models and 2D CAD Drawings as Sales Enablers

Industrial Marketing Today

That is not an isolated case; I have read many comments that are variations of a common theme – design engineers will look for alternate suppliers if they cannot find 3D models on a vendor’s site. Download my 7 Content Marketing Tactics for Marketing Industrial Products white paper to learn more about using downloadable CAD files as one of the industrial content marketing tactics to move leads forward in their buying cycle.

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How To Develop Keyword Lists for Adwords and Pay-Per-Click Campaigns


Coming up with really good long-tail keywords for your SEO or pay-per-click campaigns can sometimes be daunting if you don’t understand how buyers use Google, what buying cycle they are in, and how your content or offers align with those search terms people use to look for what you do. When it comes to buying cycles, your campaigns need to address needs throughout the funnel. Offer: Educational white paper. White papers. Vendors.

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ShoreTel Infuses Predictive for More Efficient Demand Gen

Ignite Tech

We first segment our leads by explicit action (like “contact sales” requests or white paper downloads) which are prioritized by intent. We have a few vendors that run outbound demand generation for us around specific campaigns. The problem is, “Are we getting the right quality people who are actually in a buying cycle?” We pick vendors that are willing to experiment with us and try to improve the efficiency of our programs.

How Landing Pages Are Like Having Your Own NSA For B2B Marketing

The Forward Observer

Website landing pages can provide B2B marketers 24/7 information gathering to help increase leads, shorten the sales cycle and close more sales. And of those, Gleanster Research estimates that 50% of leads are not qualified to buy. Since all leads are not created equal , it’s important to synch up landing pages with buying cycle steps and timing , which vary by industry. Establishing Buying Criteria. Evaluating Vendors.

Who Do B2B Buyers Trust?

The ROI Guy

A common debate in B2B marketing is how to create and deliver the right content at the right time to help improve the connection and engagement with prospects and their buying decisions. Overall, buyers continue to prefer documents such as research briefs, white papers and blog posts as the most important form of content along each stage in the buyer’s journey. TCO Calculator interactive white paper Excecutive Assessment Tools Pisello Alinean content marketing ROI Calculator

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3 Steps To Waltz Your Way To Lead Generation Success

The Forward Observer

They are starting to compile a list of available vendors and products within their solution strategy. Often, that content is a white paper, eBook, webinar or a newsletter. Have CTAs Mirror The Buying Cycle - Different offers appeal to people who are in different stages of their buying cycle. On your home page, include a CTA for all stages of your prospect’s buying cycle.

Tom Pisello: The ROI Guy: Value Selling Tools and the Buying Lifecycle

The ROI Guy

Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons. It is best to look at what tools are needed to address each stage in the buying lifecycle, and have tools specifically designed to help move the decision making from initial engagement to delivery.