Exo B2B

MARCH 4, 2025

Understanding the B2B buying journey Unlike B2C sales, the B2B purchasing decision involves several stakeholders ( 6 to 10 decision-makers on average, according to Gartner ). The buying cycle is divided into several stages: Exploration: the company consumes content without interacting directly with a supplier.

Intent Data 52

Intent Data Lead Ranking Intent Lead Scoring 52

Salesforce Marketing Cloud

JULY 17, 2025

Personalization means showing the right value proposition to the right person, at the right time in the buying cycle. The sustainability lead was sent a white paper on how the same systems reduced emissions by 30% in a similar facility. Your data lives in silos and dies in meetings CRM data only shows part of the story.

Personalization 52

Personalization Top of Funnel Lead Ranking B2B 52

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. " Read on to get their insights.

Paper 167

Paper Lead Generation Enterprise Management Generation 167

Ambal's Amusings

JULY 15, 2010

Business decision makers don't read white papers just because a product or service is "cool" They have real business problems they are trying to solve. We asked white paper experts: " What is the biggest challenge in creating and marketing a white paper? ” Jonathan Kantor's Bio.

Paper 169

Paper Enterprise Management Marketing Management Planning 169

Ambal's Amusings

MARCH 11, 2010

Many companies are producing video white papers as online presentations based on information that would normally go into a printed white paper. We asked our panel of white paper experts "In what scenarios should video white papers be used? What are components of a good video white paper?

Paper 162

Paper Enterprise Management Case Study Case Studies 162

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 165

Paper Enterprise Management Marketing Management Case Studies 165

markempa

FEBRUARY 9, 2015

Direct mail examples: personal letters, dimensional mailers, books, post cards, newsletters, press releases, white papers, event invitations, research reports, case studies, success stories and third-party articles. Special reports — Think industry trends, what’s hot and buying guides. What can you send via email?

Lead Nurturing 334

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 334

markempa

DECEMBER 8, 2014

Find content – articles, blogs, white papers and the like – that addresses these issues. For instance, white papers can be transformed to articles and articles to blog posts. The channels you’ll use and the frequency of touches will depend on the product or service being sold and the buying cycle of the prospect.

Lead Nurturing 331

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 331

Martech

JANUARY 11, 2022

Here are three ways marketers can better understand and leverage this valuable intent data to improve the customer buying cycle. Review your brand’s customer buying cycle. The buying (or purchase) cycle is a visualization that tracks customers as they move through the sales funnel to reach the purchasing stage.

Buying Cycle 121

Buying Cycle Intent Buy Intent Signal 121

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. Add all of these together and you have a “qualified lead.” Add all of these together and you have a “qualified lead.”

Demand Generation 277

Demand Generation Demand Lead Ranking Marketing Strategy 277

markempa

JANUARY 6, 2014

That’s a perfect metaphor for content marketing in B2B, not just within the buying cycle, but across the lifecycle of a customer. Too often, marketers think of content marketing as only text and graphics; white papers, e-books or infographics. B2B Marketing: Calls-to-action and the business buying cycle.

B2B Marketing 303

B2B Marketing Content Marketing Planning Work Management 303

Ambal's Amusings

MAY 6, 2010

We asked white paper experts: " How should marketers balance the need for free content (helpful for prospects decision making) Vs. the need to have content that produces a steady flow of good leads (that can directed to sales team)? He is also the author of the White Paper Pundit blog. Which content should be free?

Paper 100

Paper Enterprise Management Buying Cycle Lead Ranking 100

Marketing Insider Group

JUNE 30, 2020

White Papers. White papers need to be some of your best content. Writing white papers will help establish this credibility, and it can also be used to drive people to your website by sharing it on social media or through email. Like white papers, eBooks will be some of the best content that you provide.

Work Management 364

Work Management B2B Marketing Marketing Management Content Marketing 364

ANNUITAS

FEBRUARY 20, 2014

To develop a basic strategy, you need to think about who your buyers are (because B2B purchases involve many different buyers), how they consume information, when they consume information in the buying cycle, what they actually like to read (or watch, or listen to), and why they consume information.

Eloqua 244

Eloqua Content Buyer Personas Buying Cycle 244

markempa

OCTOBER 27, 2014

It can be things like giving them extra relevant content they didn’t expect or, if they attended a webinar, giving them a follow-up executive summary or an extra white paper that’s relevant. Go above and beyond, especially when it comes to those leads that fit your ideal customer profile. Serve them.

Conversion Rate 334

Conversion Rate Lead Scoring Lead Ranking Ideal Customer Profiles 334

Webbiquity

FEBRUARY 2, 2011

It helps move a prospect along the buying cycle. E-newsletters, blogs and white papers are among the most popular types of content. White Paper Marketing: 5 White Paper Types and When to Use Them by SmartBug Media. . • It enhances your organization’s image (e.g., by Savvy B2B Marketing.

Marketing Budget 219

Marketing Budget Tactics Content Marketing Tips 219

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 221

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 221

NuSpark Consulting

JANUARY 16, 2013

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. Offer: Educational white paper.

Adwords 257

Adwords Keywords Work Management Paid Search Agency 257

The Point

JULY 17, 2017

IMPACT : Ensure that your content library includes relevant late stage content that proves demonstrable ROI (ex: ROI calculators, ROI white papers, case studies). IMPACT : It may feel self-serving or even disingenuous to create content that explicitly provides a business case for buying your product.

Paid Search Agency 241

Paid Search Agency Demand Marketing Automation Services Peer-to-peer 241

NuSpark Consulting

DECEMBER 18, 2017

Despite that, you need e-books, webinars and other information designed to attract leads, walk them through the buying cycle and convert sales. But how can you create white papers, videos and blog posts that your target audience will seek out and devour? Where they are in the buying cycle.

Buyer Intent 211

Buyer Intent Intent ROI Buying Cycle 211

Webbiquity

FEBRUARY 21, 2012

Content can be produced in a wide variety of formats: • White papers. Of course, in the B2B realm, your content should be targeted at addressing a specific question or concern of a specific type of buyer at a specific stage of the buying cycle (e.g. Content is like singing a song. On American Idol. Late in the season.

Social Media 229

Social Media Top of Funnel Social Marketing B2B Marketing 229

ANNUITAS

AUGUST 4, 2015

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. We can’t keep up with all the campaign requests we get from sales.”. “We

Content Marketing 187

Content Marketing Buyer Personas Buying Cycle Content 187

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 210

Top of Funnel Lead Nurturing Lead Scoring Lead Ranking 210

Marketing Insider Group

SEPTEMBER 20, 2012

With the right content and the mindset that you can deliver valuable content to your prospects, email can be an effective tool to move your prospects from the awareness, to the consideration, and finally the purchase phase of the buying cycle. Create one that equates to leads, sales pipeline and new customer sales revenue.

Demand Generation Agencies 260

Demand Generation Agencies Landing Pages Buying Cycle Demand Generation 260

Sales Engine

APRIL 20, 2016

They diagnose their own pain (for better or worse) and start searching for solutions by watching videos, downloading white papers, attending webinars, and using social media to check vendor references before ever talking to a rep. The internet gives the buyers a lot more control as they use the Internet to learn about best practices.

Lead Ranking 218

Lead Ranking Lead Gen Lead Scoring Marketing Qualified Leads 218

Marketing Insider Group

SEPTEMBER 28, 2020

A holistic content development strategy takes your lead through every stage of the buying cycle to build loyal relationships. . Consideration content includes: Thought-leadership content: Display your credibility through comprehensive ebooks, white papers, webinars, and more.

Top of Funnel 363

Top of Funnel Buyer's Journey Conversion Digital Marketing Funnels 363

ViewPoint

MAY 7, 2015

Marketing became further educated when they asked sales about the customer buying process and the sales selling process. And when each product was found to have a typical buying time frame (start to finish—however many day or months), nurturing was tuned to the customer’s buying cycle.

Lead Nurturing 276

Lead Nurturing Lead Ranking Lead Scoring PointClear 276

Marketing Insider Group

JANUARY 4, 2017

Pull up your target buyer persona and look at where they are in the buying cycle. Take a look at the content you’ve previously created for that stage of the buying cycle. Any successful piece of content, no matter where it falls in the buying cycle, will have value to your audience. What worked?

Buying Cycle 276

Buying Cycle Content Work Management Budget Programs 276

Sales Engine

OCTOBER 8, 2015

They develop white papers, email campaigns, go to trade shows, and —well, you know, execute on lots of projects. Today, B2B buyers start with an anonymous Google search, which then leads to the consumption of white papers, webinars, videos, blogs, and so on. Are you going to send them that same white paper next week?

Top of Funnel 220

Top of Funnel Process B2B Thought Leadership Work Management 220

The Effective Marketer

MARCH 22, 2012

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. Inbound marketer. Create : Automation expert.

Demand Generation 203

Demand Generation Lead Ranking Demand Marketing Qualified Leads 203

Biznology

APRIL 14, 2017

If you look at your marketing and sales process you do a mixture of activities like run-advertising and marketing campaigns to build awareness, send out email marketing, create sales brochures, white papers, case studies, and constantly crank out blog posts and new website content.

Top of Funnel 139

Top of Funnel B2B Thought Leadership Video Marketing Lead Scoring 139

The Point

MAY 17, 2021

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.

Marketing Management 204

Marketing Management Paid Search Agency Buying Cycle Demand Generation Agencies 204

Webbiquity

APRIL 18, 2012

Content Marketing Strategy for B2B Software Vendors: Starring the ‘New’ White Paper by Highly Competitive – Software Industry Insights. Why Your Social Media Campaign is Performing at 1/7th of Its Potential by Business2Community.

Top of Funnel 189

Top of Funnel Tactics Content Marketing Planning 189

Act-On

NOVEMBER 27, 2023

It’s also powerful to nurture and map programs to the buying cycle. The typical buying cycle flow follows need, learn, evaluate, negotiate, purchase, implement, and advocate. This includes white papers, videos, blog posts, articles, use cases, guest blogs, etc. From a particular titled contact?

Sales Qualified Leads 244

Sales Qualified Leads Practices Marketing Automation Services Campaigns 244

Webbiquity

APRIL 23, 2013

This doesn’t have to be obvious and it doesn’t have to be smothered all over the thing, but it should be there somewhere,” such as links to white papers or other related assets at the end of a blog post or report. Exploring the Five Cs of Content Marketing at Cisco by IT Services Marketing Association. Content Marketing and SEO.

Top of Funnel 278

Top of Funnel Paid Content Copywriting Content Marketing 278

KoMarketing Associates

APRIL 9, 2015

This year, we asked questions specific to three phases of the buyer’s journey: discovery, evaluation, and impact on the buying process specifically. While blogs and social media have some impact across all three stages of the buying cycle, this impact is not as significant as marketers may have assumed. Want to Learn More?

B2B 232

B2B Buyer's Journey Vendors Landing Pages 232

Webbiquity

DECEMBER 4, 2018

Marketing can use these insights to develop content in the form of a FAQ page, manuals, white papers, blog posts, or other content you can easily share to advance deals. Map Content to the Buying Cycle. Sales reps are in constant touch with prospects and know what they want.

Sales Management 230

Sales Management Top of Funnel B2B Sales Tactics 230