Crafting content for the buying cycle


Which is good, because not all prospects are interested in the same things. The different prospects I’m encouraging you to focus on are really the same prospect at different stages of his or her buying journey. All content is not created equal.

Matching Webinar Content to the Buying Cycle

Modern Marketing

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. Prospects in the “Awareness” stage are just learning about your company.

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Content Marketing and Your Buying Cycle


But one important way you may not have thought about segmenting your audience is by where they are in the buying cycle. Photo credit: Shannon Paul.

Shortening the Industrial Buy Cycle in 5 Simple Steps

Industrial Marketing Today

Even though her article is about the B2B buy cycle in general, it is a perfect follow up to my earlier post “Deconstructing the Four Stages of the Industrial Buy Cycle.” She has focused on identifying the problem and providing a 5-step solution to shorten the buy cycle.

Get Ahead of the Buying Cycle


As a B2B Marketer based in the UK and operating in the EMEA region, the changes in regulation and how I was going to reach my buyers was a pretty daunting prospect and something that required a shift in focus. So I’ve got all this amazing data and I’m now starting to feel all warm and fuzzy inside as I have a list of accounts that are showing active buying signals right at the start of the buyers journey.

Why B2B Buying Cycles Are So Long

B2B Marketing Directions

Since then, the number of people in the average B2B buying group has increased, and buying cycles are getting longer. New research by the Aberdeen Group explains why long buying cycles are still a fact of life for B2B marketing and sales professionals.)

Craft Content to the Buying Cycle: Stage 1, the Unaware Buyer

The Content Factor

Does your prospect need a whack on the head? The challenge with the Unaware Buyer is that he goes out of his way to avoid any sales pitch, because he doesn’t think he needs to buy anything. Tags: B2B Buying Cycle Business to Business (B2B) Content Strategy

Deconstructing the Four Stages of the Industrial Buy Cycle

Industrial Marketing Today

Typically, that means understanding the prospect’s pain and then offering a solution for relief. But not easy to execute because there usually is a disconnect between what your prospect wants to hear and what you want to say about your company and its products and services.

Content Auditing and Mapping it to the Industrial Buy Cycle

Industrial Marketing Today

The big hurdle they face is in engaging and converting readers into prospects, leads and ultimately customers. Passive reading of your content will not move the prospect along in his/her decision making process. And in a complex industrial buy cycle, things can get well…complicated.

Craft Content to the Buying Cycle: Stage 3, the Engaged Buyer

The Content Factor

Your suspects have become prospects, and then qualified prospects. Tags: B2B Buying Cycle Business to Business (B2B) Content Strategy They have landed smack in the middle of your sales funnel. They have even met with your account rep and senior executives. You’re on their short list. Does that mean that your work providing marketing content is done? Hardly. read more.

Manufacturers, It’s Time to Take Back Control in the Buying Cycle


With marketing integrated into the sales cycle, armed with a true understanding of buyer needs and interests and the ability to tell the stories they want to hear, there is no reason why your brand cannot become a trusted partner rather than just another supplier.

How Social Media Changed the Sales Cycle into the Buying Cycle


Then sales people would contact the prospects and use a “consultative&# sales process. Customers, competitors, and other people with expertise in a given area even if they “had no dog in the fight&# became new information sources for prospective buyers.

Five Sales Enablement Tactics B2B Marketers Need to Master


To close deals, product language has to be consistent from the top of the funnel down to when a prospect becomes a client. A sales organization improves its effectiveness when it speaks the language of prospects. Sales reps are in constant touch with prospects and know what they want.

How HP Uses 6sense to Find Customers in Active Buying Cycles


With the rise of predictive intelligence and the ability to make sense of large amounts of customer data, HP wanted to take their marketing analytics to the next level and begin targeting customers in active buying cycles. With data driving the next wave of innovation, HP began looking for a partner who could help them improve their ability to predict timing and identify prospects in active buying cycles.

Report: B2B Buyers Engaging Earlier with Sales

The Point

Well, that very basic assumption, that business buyers prefer to be anonymous and self-directed, and uninterested in engaging with sales until they’re absolutely ready to buy, may be in question.

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What is business video content marketing and how to get started


For example, if you realize that 81% of B2B purchase cycles start with a web search , then you probably invest in SEO. After you get traffic to your site you might send that traffic to a landing page to convert prospects into leads.

3 reasons to avoid Accelerated Mobile Pages (AMPs)


This might be okay for some B2C contexts, where people make impulse buys all the time. But in B2B, a prospect might touch 20 pieces of content on her way to purchase, and 10 of them might not even be on your site. In a perfect world, you build all the content the user needs to go through the buy cycle, and you string the content together into client experiences that end in purchase, or advocacy, or renewal, or whatever your end goal is.

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Why email marketing still matters–and how to make it work


Unless you’re selling goods or services with a buying cycle of “right now” (like lattes) you need a way to stay in touch with prospects as they move through the buying cycle toward a decision.

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


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. Most consumers will never make a $1 million+ purchase, or buy anything other than their home which costs more than $100,000.

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Lead nurturing via email series and content marketing

B2B Lead Generation

Tweet Lead nurturing involves a number of activities and channels such as “under the hood” tracking and scoring of prospects behavior and engagement with your campaigns as well as follow-up telephone at times whenever that tactic fits into an overall lead nurturing program.

Quit Obsessing About the Customer Journey

The Point

And the more that your message and content reflect a prospect’s stage in the selling cycle, the better. At any given time, you do not know where a given prospect is on that journey. Secondly, do you really know where a specific prospect is in the buyer’s journey?

Buying Journeys vs Prospect Experience: Why the Difference is Critical

Heinz Marketing

So whether we’re talking about your new house or new marketing platform, the buying journey is just a fraction of the overall prospect experience. And yet, the majority of selling organizations treat every prospect as if they’re in some stage of the buying journey.

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How Remarketing Can Help Increase Conversions

Single Grain

Good marketers know that it’s a rare occurrence for a new visitor to land on a website for the first time and buy a product right then and there. Retargeting primarily uses Internet ads to entice interested prospects back to your website to finish a purchase. NOW UPDATED!

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). Nurture (care and feeding of prospects that aren’t ready for sales or that have fallen out of the waterfall). The Customer Buying Cycle Framework.

Why Your Prospects Love Inbound Marketing

Tomorrow People

Your prospects love inbound marketing. Here are just some of the reasons that your customers – and your prospects – love inbound marketing: Your prospects want to be wooed. Your prospects like to be treated as individuals. But they don’t know it yet.

Lead Nurturing – How to Develop a Solid Process for B2B Lead Management


Understanding that not every lead is ready to buy right away, but that it’s less costly to convert an existing lead than to generate a new one, you may be asking yourself, “ I need to do lead nurturing right—where do I start?”. Confirm your thoughts on the buying cycle with them.

5 Ways B2B Can Learn from B2C Marketers

Buzz Marketing for Technology

Posted in Buying Cycle Conversion Conversion Optimization Customer Customer Experience Personalization Strategy. And it’s obvious why: buying cycles are longer, buyer mentalities are different, and products typically require more investigation before a purchase.

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What's in a Lead Source?

The Content Factor

For any given suspect/prospect/lead/opportunity in the funnel, what or who gets credit for bringing it in? Tags: B2B Buying Cycle B2B Lead Nurturing Business to Business (B2B

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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.

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6Sense Finds B2B Prospects Using Web Site Activities

Customer Experience Matrix

I mentioned 6Sense briefly in a recent post about vendors who help companies find prospects on the Web. Since then, I’ve had a more detailed briefing, which clarified that their scope extends well beyond prospect lists to predictive models applied across all stages of the purchase cycle. The advantage of Web site activity is it finds companies early in the buying cycle, when they are most open to considering new vendors.

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.

Please Accept This Interruption

The Content Factor

For the clients, these systems allow Sales to self-serve, and launch one-off campaigns to their prospects at just the right time in the buying cycle. B2B Buying Cycle Marketing AutomationMarketing automation systems, like Eloqua and Silverpop , are becoming standard equipment among our clients. This is great for both our clients and for us.

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Plan Before You Execute


With technology in place, the next step toward modern marketing success is to build an engagement strategy that stretches across the buying cycle, from inquiry to close. Here’s how: Define the Prospect Buying Cycle and, Within it, What Constitutes a Sales Accepted Lead.

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The Secrets of Prospecting Ninjas

Sales Intelligence View

Today’s sales world requires superior, relevant, and timely information about prospective accounts and key contacts. Last week, Jill teamed up with InsideView to broadcast a webinar and share the Secrets of Prospecting Ninjas: PROSPECTING NINJAS HAVE MAXIMUM IMPACT.

Expert Q&A: Transform Marketing With A Revenue-Relevant Customer Experience Strategy

Modern Marketing

This expands the sales cycle to a much longer and precarious customer lifecycle: the prospect becomes a buyer; who becomes a customer; and then becomes a potential prospect again for renewal or at least advocacy. Marketing Efficiency advocacy B2B customer experience buy cycle Content Marketing marketing and sales process sales cycle Social Media storytelling thought leadership

Best B2B Marketing and Sales Strategy Guides and Insights of 2011


Social media, content aggregation and curation , user-generated content and other developments have dramatically changed the B2B buying cycle over the past few years. Prospects often don’t surface until much later in the buying process than they did just a few years ago.

Sales Prospecting Without Social Media Is Like Selling Without a Phone

The Forward Observer

To listen to a Marketing Book Podcast interview with Jeb Blount about Fanatical Prospecting, click here. With social media you can gain glimpses into your prospects’ behavior, desires, preference, and triggers that drive buying behavior and open buying windows.