Matching Webinar Content to the Buying Cycle

Oracle

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

Oracle

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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How Manufacturers Can Align Digital Content with Buying Cycles

Fathom

According to the Chief Marketing Officer Council , 87% of B2B buyers say that online content has either a major or moderate impact on their vendor preference and selection. … Read the rest The post How Manufacturers Can Align Digital Content with Buying Cycles appeared first on Fathom. B2B Content Creation & Strategy Manufacturing Industry buying cycle content content strategy manufacturing industry manufacturing online marketing

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.) The Original Post New research reveals what influences B2B buying decisions and explains why the B2B buying process is getting longer. Other findings explain why the buying cycle has gotten longer.

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.

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

Marketo

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. Marketing automation, paired with a customer relationship management (CRM) system, enables manufacturers to engage with customers and prospects throughout the entire sales cycle with relevant information at the right time.

B2B Reads: Disasters, Multi-channel Attribution, and Vendor Challenges

Heinz Marketing

B2B Buyers’ Top Challenges With Their Current Vendors. Slow responses to questions, inconsistent pricing, and lack of transparency into inventory are just some of the challenges B2B buyers are seeing with their current vendors.

How Social Media Changed the Sales Cycle into the Buying Cycle

Webbiquity

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). Detailed information about vendors and their offerings was still limited, enabling marketing and sales to act as gatekeepers of information. Marketing and sales were still largely in control, but buyers were entering sales cycles with more and better information.

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

6sense

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.

Five Sales Enablement Tactics B2B Marketers Need to Master

Webbiquity

Prospects love this, as research reveals that 87 percent of buyers select a vendor who provided them with relevant pieces of content at each stage of the buying process. Map Content to the Buying Cycle. Targeting users with content relevant to their position along the buying process yields 72 percent higher conversion rates. Content Marketing Sales b2b buying cycle Highspot Mary Ade messaging sales enablement sales funnel sales operations

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.

Convert articles and blog posts to video

Biznology

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. Buying committee members don’t like to appear to be advocating too hard for anything new. Are you one of those marketers wondering where and how to use video effectively?

Video 101

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

Webbiquity

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. It’s often (wrongly) assumed that B2C marketing is much bigger than B2B because 1) it’s much more visible to most people, and 2) there are a lot more consumers than businesses in the market buying stuff. as well as why the vendor chosen offers the best solution. Long Decision Cycles.

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

Oracle

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. The best thought leadership content is where the vendor takes a definite position, communicates a point of view, about that business issue they solve or improve.

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).

Marketing Automation Vendors Are Not Delivering On Marketers’ Needs For Reporting And Analytics. Here’s Why.

InsightSquared

This is what the findings were in a study done by Heinz Marketing and InsightSquared titled, Marketing Automation Platform (MAP) Satisfaction Survey 2018: Are Marketing Automation Vendors Still Meeting the Needs of Today’s Marketer? Capabilities such as multi-touch attribution and metrics such as marketing-influenced revenue are what marketers are looking for to measure the effectiveness of their activities along the buying cycle.

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

Biznology

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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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.

Plan for the Social Buyer Before It’s Too Late

Tony Zambito

  An even more profound and sobering fact is that 80% of business buyers today say that they found their vendors as opposed to vendors finding them.    However, trending information clearly points to the fact that sales reps are having a hard time making contact with buyers and don’t get involved until much later in the buying cycle.  Image via Wikipedia. To say things are changing is an understatement. 

Why Social Media Matters for B2B Vendors

Webbiquity SMM

There is, so far, no b2b version of Yelp , and its unlikely there will be anytime soon, as many companies worry about the legal liability entailed in either endorsing or disparaging a specific vendor. B2b buyers use social media tools throughout their buying processes, from problem-solving and how-to content in the initial research phase through product/vendor comparisons and customer experience validation. They expect vendors to use it as well.

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. If your average sales cycle is 6 months, don’t expect content syndication leads to magically convert to opportunities in a matter of days.

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

Webbiquity

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. Brian Solis reports that social media is that area getting the biggest increase in B2B marketing budgets, explains why B2B vendors are embracing social media, and identifies which social networks are viewed as most effective in the business world.

5 Marketing Lessons From Ballpark Vendors

Hubspot

Here are 5 key lessons from these vendors to watch for the next time you're sitting under those bright lights enjoying America's pastime. 5 Marketing Lessons From Ballpark Vendors. That toss is a simple but important way the vendor maximizes his sales and tips. A vendor throwing a bag of peanuts is the perfect example of showing off without being showy. People buy what is cool. Speed Counts - Ballpark vendors seem to move at lightning speed.

A 6-Point Email Marketing Checklist for B2B Lead Generation

LEADership

Each of them will have certain individual traits that will influence the buying process. 4. Tailor emails to fit into buying stages. We know that the B2B buying cycle is complex and runs across different stages. In the next stage where a buyer is now comparing and short listing possible vendors, gated content is likely to be more acceptable. In the final stages, once buyers have already shown that they are ready to buy, you just have to embrace them.

10 Event Marketing Tips to Accelerate B2B Lead Generation

LEADership

Which events and what type of interaction resulted in the highest conversion/buying actions? Of course, you need a new spin on each subsequent event, but at the core of the sales and buying cycle, you still need the conversion mechanism that will allow you to take control of the funnel and ensure better lead management. Different types of events will trigger buying decisions in different ways. Demand generation cycles will vary in these situations.

What is Revenue Performance Management? A Whiteboard Session

Marketo

Whether it be through websites, social media sites, or third-party vendors, buyers a using the readily-available information to cut out the middleman. Buyers want to connect with sales much later in the buying cycle than ever before. One of the single most important concepts behind RPM is that marketing and sales transform the way they work – and work together – to create a single revenue cycle. A lot of companies are focused only on the sales cycle.

Best B2B Marketing and Sales Strategy Guides and Insights of 2011

Webbiquity SMM

Social media, content aggregation and curation , user-generated content and other developments have dramatically changed the B2B buying cycle over the past few years. Marketers need to think like publishers not only to improve their company’s visibility in search (which is where 93% of B2B buying cycles now start ) but also to address the differing information needs of buying team members, at different stages during the decision process.

9 Search Marketing Tips for Effective B2B Lead Generation

LEADership

Statistics from the Consumer Executive Board show that buyers are typically 2/3 of their way into the buying cycle before they even engage with a company they would potentially buy from. The buyer is looking for vendor comparison data, competitor pricing charts, product/service features Vs. benefit matrixes, and other holistic market intelligence. This may not apply in very early stages of the buying cycle.

Marketing Content That Sells

The Effective Marketer

The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking Marketing Content That Sells When talking with lead nurturing and marketing automation vendors they all make it seem very easy. The skills that worked offline to help you buy or beg or bug your way in are the skills of interruption and coercion.

Survey: B2B Buyers are Changing How They Assess Marketing Solutions

KoMarketing Associates

About 59 percent say they now have formal buying groups or committees to review purchases. In addition, 52 percent claim that their number of buying group members has increased significantly. During the decision-making process, 72 percent of respondents stated that they go with vendors that respond promptly to their inquiries. B2B buyers also prefer vendors that show a strong knowledge of the solution area (70 percent).

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A New World for B2B: Demandbase and LiveRamp To Provide Industry-Leading Identification and Targeting Solutions

Engagio

B2B buyers are increasingly behaving like consumers, and vendors are struggling with delivering personalized experiences to those buyers. Add to this a global economic slowdown, which has prolonged buying cycles, and the COVID-19 pandemic, which has halted traditional marketing approaches.

What's Next for the CDP Industry?

Customer Experience Matrix

It took some time for the vendors to realize that the database itself was ultimately more valuable than any one application, because the database was more central to their clients’ needs. Another reason is that CDPs also included third stream of vendors: tag managers whose original focus was on building connectors to ingest and distribute data. But a more realistic explanation is that clients are always asking for new features and vendors are eager to oblige.

How to Bridge the Gap Between Sales & Marketing

RockContent

We partnered with vendors who handled the marketing. Another type of interactive content that is impactful for this stage of the buying cycle are calculators, especially those focusing on displaying the potential return on investment.

Sales 180

B2B Lead Nurturing Myths That Promote Sales Pipeline Leaks

Oracle

You Can Nurture a Complex Sales Cycle with Email Alone. Probably the best way to nurture is to use emails for leads which you believe are in the early stages of the buying cycle. So you might want to use this tactic when it appears as if someone is closer to buying. First, your leads are all in different phases of the buying cycle. You can better understand where the prospect is in the buying cycle and the problems they are trying to tackle.

B2B Sales Cycles are Getting Longer, Study Says

Sword and the Script

68% of B2B professionals surveyed say it takes longer to complete B2B sales cycles compared to a year ago They say recessions don’t start trends – they accelerate those that are already in motion. Marketing has to adjust to the fact that buying habits and patterns are changing.

It’s All About the (Challenger) Customer

ANNUITAS

The dialogue during the event was incredibly rich, as are the contents of the book that explores the concept that the buyers are driving today’s buying cycles and that these cycles are being driven by buying committees. Understanding and empathizing with each of buying committee members is vital for B2B vendors to engage with potential buyers and a failure to do so can exclude them from consideration.

Report: Why Demand Marketers Should Expand their Focus Beyond the Lead

The Point

Even if you acknowledge that change as fact, however, it’s easy to become cynical (as I have) when vendors and thought leaders are constantly proclaiming the “death” of the old ways. When Account-Based Marketing (ABM) first arrived on the scene, vendors were quick to pronounce traditional, funnel-based marketing obsolete. For those demand marketers promoting complex solutions, with long sales cycles, into large organizations, this is a must read.

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