Industrial Marketing Today

SEPTEMBER 3, 2010

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.”

Buying Cycle 60

Buying Cycle Buy Marketing Budget Web 2.0 60

Industrial Marketing Today

MAY 26, 2010

The problem becomes more acute for the industrial sector because the industrial buy cycle can be a long and complex process that often involves multiple decision makers. The white paper has deconstructed the complex industrial buy cycle into four distinct stages that the buyer systematically goes through.

Buying Cycle 60

Buying Cycle Buy Web 2.0 Allocation 60

The Point

NOVEMBER 12, 2019

Engaging earlier in the buying cycle also puts you in a position to build brand credibility, inform buying criteria, and educate the buyer before he/she even decides to start looking for solutions. Effective demand generation. is a mix of hunting AND gathering. No, they won’t.

Intent Data 149

Intent Data Demand Generation Agencies Intent Paid Social Agency 149

Ambal's Amusings

SEPTEMBER 9, 2010

White papers are powerful sources of lead generation. We asked our panel of white paper experts "What are the top 2 components of a white paper that is most effective to generate leads?" He is also the author of the White Paper Pundit blog. This principle of engagement also corresponds well to white papers.

Paper 100

Paper Lead Generation Enterprise Management Generation 100

The Point

APRIL 22, 2020

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. You can always swap out content if needed.

Lead Scoring 162

Lead Scoring Lead Ranking CPL Cost per Lead 162

ClearVoice

DECEMBER 18, 2023

Rather, understand where each customer stands in the buying cycle and reach out to them with the right type of content. You can tell a lot from a prospect’s purchase readiness by looking at the resources they access: webinars, white papers, newsletters, or landing pages.

Account Based Marketing 95

Account Based Marketing ABM Tactics Top of Funnel 95

Adobe Experience Cloud Blog

OCTOBER 8, 2020

Webinars are a must and this is not going to change any time soon: In today’s lockdown environment, most of your customers probably work from home and all marketing events have become entirely virtual. . What content do you have at your disposal (white paper, thought leadership , demo videos, etc )?

Marketing Automation Services 129

Marketing Automation Services Multi-Touch Attribution Marketing Automation Relevance 129

DealSignal

APRIL 27, 2023

It consists of behavioral signals such as site visits, webinar attendance, email click-throughs, and downloads. Bombora’s intent is based on activity such as keyword searches, article views, and white paper downloads. Ultimately, this can help speed up the buying cycle and drive higher conversion rates.

Ideal Customer Profiles 52

Ideal Customer Profiles Account Based Marketing ABM Intent 52

Trade Press Services

SEPTEMBER 25, 2023

Content such as blogs, articles, webinars , videos and white papers serve as valuable resources for demonstrating expertise and success. Decision #5: About the time to buy. Buyers want to know if the time is right to make a purchase and are influenced by industry trends, market conditions and their own buying cycles.

Lead Ranking 52

Lead Ranking Buying Cycle B2B Sales Pricing 52

Ambal's Amusings

FEBRUARY 4, 2010

How do you concisely convey the information you want to present in your white paper? How long should a white paper be to convey information and yet hold readers interest from start to end? We have invited White Paper Experts to shed light on the following question: "What is the ideal length of a white paper?"

Paper 100

Paper Enterprise Management Marketing Management Case Studies 100

Litmus

APRIL 11, 2022

That’s why we’re proud to share some of the hot tips and email marketing ideas our very own Jaina Mistry, Senior Email Marketing Manager at Litmus, shared on the recent Salesforce webinar “ 8 Email Best Practices for 2022 to Drive Growth.”. Don’t assume you know each customer journey. Reimagine your preference center.

Email Marketing 82

Email Marketing Planning Webinar Metrics Click Rate 82

Madison Logic

JULY 20, 2023

Accounting for Hidden Members Buying committees typically include various roles, seniority levels, and departments that each contribute their own insights and goals when making a purchase decision. Surrounding Buyers with a Multi-Channel, Full-Funnel Approach Buying committees don’t look for information on just one channel.

Buy 52

Buy Top of Funnel Account Based Marketing Multi-Channel 52

Martech

DECEMBER 8, 2021

“I think the other dynamic is that you’ve got a new generation of buyers who don’t buy like previous generations — on the B2C or B2B level — and they have budget. We have to meet them where they are and how they want to show up in the buying process.”

Account Based Marketing 72

Account Based Marketing Buy Process Marketing Automation Services 72

NuSpark Consulting

MARCH 9, 2014

Gated” means web visitors who want to read your e-books, white papers, and more fill in a form with their contact information as payment for downloading it. And if it’s a webinar for prospects deeper into the buying cycle, ask for some contact information. Not so fast. What to do?

Optimization 100

Optimization Lock-In Business Buying Cycle 100

KoMarketing Associates

JULY 12, 2018

Prospects that have gotten that far in the buying cycle are likely to be extremely interested in the product and want to see how it can work for them specifically. They include: Training Libraries: A rticles, ebooks, white papers, and other content for people to become more educated about industry topics.

Work Management 154

Work Management CMS Development B2B Marketing Marketing Management 154

Webbiquity

SEPTEMBER 7, 2010

Ask yourself and answer these questions: Do I understand my buyers’ buying cycle? You need to be able to map out your typical buyer’s buying cycle. It is the basis of any good nurturing campaign since you will building your nurturing campaign content and messages on each step of the buying cycle.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Buying Cycle Lead Management 100

Vision Edge Marketing

NOVEMBER 15, 2018

For example, do you attribute more weight to the first touch (such as clicking on a digital ad) than the webinar that generated an online demo of offline conversation? Maybe you use a graduated scale where you give touch points closer to the end of the buying journey more value than touches earlier in the process?

Marketing Attribution 153

Marketing Attribution Multi-Touch Attribution Multi-Channel Allocation 153

Avitage

JUNE 15, 2012

Thought leadership traditionally positions the statement of the big idea in a “one size fits all,” white paper or webinar, as the project end deliverable.

Thought Leadership 120

Thought Leadership B2B Thought Leadership Deliverability Buying Cycle 120

ANNUITAS

AUGUST 19, 2014

What we’ve done is we’ve said every white paper is going to be 25 points. If I download and consume a white paper in my late stage nurture, shouldn’t that be more valuable than something I downloaded prior to white paper, perhaps in my Engagement content? That’s number one.”.

Top of Funnel 100

Top of Funnel Lead Nurturing Lead Scoring Lead Ranking 100

Valasys

JANUARY 17, 2020

To perform a better job of selling their products to the B2B customers, marketers must understand how to talk to them & help them at the individual stages of their buying cycles. Learn more: How to Use Account-Based Marketing to Acquire High-Value Customers.

B2B Marketing 64

B2B Marketing Marketing AI Marketing Management B2B 64

Marketing Insider Group

AUGUST 19, 2015

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.

Lead Generation 100

Lead Generation Generation Lead Scoring Lead Ranking 100

Velocity Partners

NOVEMBER 22, 2023

A budgeting challenge New models often need to seek new budgets and different buying teams in an organisation. A perceived risk challenge In buying journeys, every Unknown triggers a whole cluster of anxieties. .” Do webinars. Give talks on it. Crash panels at conferences. Teach executives to talk the talk.

Lead Ranking 94

Lead Ranking Differentiation Work Management Marketing Management 94

ANNUITAS

JANUARY 28, 2014

Content must be scored according to where in the buying cycle it is consumed. Case Studies receive a value of 10 points, White Papers 15 points and a Webinar attendance is 25 points.

Demand Generation 100

Demand Generation Lead Ranking Demand Marketing Strategy 100

Biznology

FEBRUARY 17, 2016

Webinar/Seminar Decks and Scripts. Walk Prospects Through the Buying Cycle. With all your content, not just your newly discussed trove of content, be sure you are adapting so that you have items of interest to prospects at all points along the buying journey. Paydirt again!

Content Marketing 80

Content Marketing Generation Content Buying Cycle 80

Industrial Marketing Today

SEPTEMBER 13, 2010

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.

Buying Cycle 60

Buying Cycle Marketing Automation Services Peer-to-peer Web 2.0 60

Martech

MAY 12, 2022

You add their names to an ABM account tool, and surround them with ads and content that leads them to ungated pages with articles, white papers, webinar invites and the like in the hopes they will reach out. Read next: How Planful uses customer intent to speed up the B2B buying cycle. Where should you start?

Intent 103

Intent Account Based Marketing Bombora Intent Signal 103

Marketing Insider Group

AUGUST 6, 2015

The problem is that product-centric white papers, webinars, press releases and articles simply are not that interesting to the buyer … and here’s the thing … Google can tell whether or not the audience is engaged by your story, and it will impact your SEO.

Marketing Analytics Tools 100

Marketing Analytics Tools Buying Cycle Webinar Metrics Press 100

ANNUITAS

JULY 2, 2015

The problem is that product-centric white papers, webinars, press releases and articles simply are not that interesting to the buyer … and here’s the thing … Google can tell whether or not the audience is engaged by your story, and it will impact your SEO.

Marketing Analytics Tools 100

Marketing Analytics Tools Buying Cycle Webinar Metrics Google 100

Everything Technology Marketing

APRIL 8, 2010

They want to be able to engage with a vendor when they are ready and actively seek out advice, often very late in the buying cycle, and have the vendor guide them through a complex buying and problem solving process - outsourcing part of the buying process to the vendor community if you will.

Marketing Automation Services 100

Marketing Automation Services B2B Marketing Buying Cycle Lead Ranking 100

The Point

JULY 1, 2019

Secondary offers are calls to action – usually placed on a thank you page or in a fulfillment email – related to the action the prospect just took – as in: thank you for downloading our white paper, here’s a recorded Webinar you might like. Conversational Marketing.

B2B Sales 124

B2B Sales Demand Generation Agencies Top of Funnel Lead Scoring 124

ANNUITAS

JULY 29, 2014

The problem is that product-centric white papers, webinars, press releases and articles simply are not that interesting to the buyer … and here’s the thing … Google can tell whether or not the audience is engaged by your story, and it will impact your SEO.

Marketing Analytics Tools 100

Marketing Analytics Tools Buying Cycle SEO Google 100

markempa

MARCH 2, 2017

Yet, it’s helpful to notice that all customer buying cycles fit into three distinct funnel stages. Let’s say you just did a webinar or an online event. For example, a white paper can be broken into three to five articles that share a point of view. Here’s the thing: Our customer’s don’t see our funnels.

Lead Nurturing 120

Lead Nurturing Top of Funnel Sales Qualified Leads Tactics 120

Madison Logic

AUGUST 31, 2023

Research supports using multiple sources to validate assumptions, identify buying group members, and map out the buying cycle stages. Drive More Engagement with Existing Known Accounts (Middle of Funnel): Consider content syndication for webinars, white papers, and eBooks to deepen engagement and trust in your solution.

Multi-Channel 52

Multi-Channel Account Based Marketing Advertising Channels ABM 52

NuSpark Consulting

OCTOBER 24, 2011

Information is available free (or close to it) today that you couldn’t buy for any amount of money five years ago. The astounding growth in social media usage by B2B buyers reflects an accelerated tendency to eliminate salespeople from the early stages of the buy cycle. In complex B2B sales, people still buy from people.

Social Media 100

Social Media Cold Calling Peer-to-peer Media 100

NuSpark Consulting

OCTOBER 24, 2011

Information is available free (or close to it) today that you couldn’t buy for any amount of money five years ago. The astounding growth in social media usage by B2B buyers reflects an accelerated tendency to eliminate salespeople from the early stages of the buy cycle. In complex B2B sales, people still buy from people.

Social Media 100

Social Media Marketing Management Cold Calling Peer-to-peer 100

MarketJoy

JULY 27, 2018

The maturation of the internet has changed the B2B buying cycle forever. This white paper will give you a road map for how to attract more customers and win more deals in a rapidly changing B2B landscape. You must prepare your contacts with materials that can help them gain buy-in from other stakeholders. Unaware People.

Purchase 64

Purchase Peer-to-peer B2B Buyer Personas 64

Biznology

OCTOBER 24, 2013

As simple as it sounds, you must keep the buying cycles in mind for various buyer types. If enterprise leads convert early on in the cycle, your top-of-the-funnel content should be as compelling as possible. White papers. This level creates awareness of your product or service. How-to videos. Endorsement. Press releases.

Top of Funnel 80

Top of Funnel Sales Cycle Content Marketing Planning 80