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.

Shortening the Industrial Buy Cycle in 5 Simple Steps

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Shortening the Industrial Buy Cycle in 5 Simple Steps by Achinta Mitra on June 8, 2010 in B2B Lead Generation , Content Marketing , Industrial Marketing Strategies , Search Engine Optimization (SEO) , Website Design & Development The other day I read an interesting article titled “5 Steps To Shorten The B2B Buying Cycle” by Kerry Spellman , Client Relationship Manager at iProspect.

Insiders

Sign Up for our Newsletter

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

How to write lead generating white papers?

Ambal's Amusings

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?" Jonathan Kantor is the principal and founder of The Appum Group, " The White Paper Company ", and has been producing commercial white papers for the past 11 years. He is also the author of the White Paper Pundit blog.

Paper 144

Use of social networks in B2B marketing (2) The buying cycle!

Exo B2B

I would like to discuss in this post, the importance of social networks in the B2B buying cycle. If you use the right language according to their concerns and, if you emphasize what they value at each stage of the buying cycle, you will have a better idea of the tone to use.

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. 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. If designed with the buying cycle in mind, webinars can be an extremely effective method for moving prospects from one stage of the buying cycle to the next.

The Biggest Challenge in Creating and Marketing White Papers

Ambal's Amusings

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 is the principal and founder of The Appum Group, " The White Paper Company ", and has been producing commercial white papers for the past 11 years.

Paper 146

How to enhance information absorption for your white paper?

Ambal's Amusings

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?" Michael Stelzner is one of the leading authorities on the topic of writing and marketing white papers.

Paper 141

Deconstructing the Four Stages of the Industrial Buy Cycle

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Deconstructing the Four Stages of the Industrial Buy Cycle by Achinta Mitra on May 26, 2010 in B2B Lead Generation , B2B Marketing Collateral , Content Marketing , Integrated Industrial Marketing B2B marketers agree that lead generation and nurturing campaigns must deliver relevant content to their target audience to be successful. This white paper aims to change that perception of them.

ClickInsights: What is the ideal length of a white paper?

Ambal's Amusings

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?" " Anything less than 5 pages is just too short to be a white paper " Michael Stelzner's Bio.

Paper 143

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.

The White Paper Question: To Gate or Not To Gate?

Ambal's Amusings

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)? Jonathan Kantor is the principal and founder of The Appum Group, " The White Paper Company ", and has been producing commercial white papers for the past 11 years. Generating More Leads with Video White Papers.

Paper 138

What is an Interactive White Paper?

The ROI Guy

An Interactive White Paper dynamically customizes the content of a white paper for prospects based on the prospect’s registration profile (if available), and inputs to a few profile questions. Based on the profile, the white paper content intelligently fine tunes itself to be more relevant and personalized for a prospect’s particular research and needs. interactive smart content interactive white paper Demand Generation Pisello Alinean

Paper 57

What is business video content marketing and how to get started

Biznology

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. For example, if you realize that 81% of B2B purchase cycles start with a web search , then you probably invest in SEO.

Video 119

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.

Eloqua 120

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.

Paper 40

Convert articles and blog posts to video

Biznology

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. Are you one of those marketers wondering where and how to use video effectively? You’re certainly not alone.

Video 101

How does Alinean decide which customer profile data points to use in order to personalize the Interactive White Paper?

The ROI Guy

Typically for an Interactive White Paper , as a rule of thumb, you don’t want more than 4 or 5 profile questions. Second, buyers expect that an interactive white paper will be customized to match their relevancy needs. Sometimes that content might not exist, for example, you might want to personalize the white paper based on industry / size and location, but not have enough case studies to match all of those dimensions.

Paper 56

If You Want Better Leads, Set Your Content Free

Industrial Marketing Today

Traditional lead generation tactics usually involves creating some valuable marketing content such as a white paper to use as a giveaway for the purpose of collecting names and email addresses. Setting your marketing content free may sound like a radical idea for those who continue to believe in the old mantra “hand over your contact information if you want my white paper (or other content).” See White Papers: Lift Your Barrier? ).

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.

How many profile questions does Alinean recommend for an Interactive White Paper questionnaire?

The ROI Guy

Interactive White Papers are designed to quickly personalize white paper content for relevancy. The last thing a user wants to do, even to get a valuable white paper, is fill out a lengthy profile to receive their personalized report, but at the same time you want to ask enough questions so that the content can be customized appropriately. interactive smart content interactive white paper Demand Generation Pisello Alinean

Paper 40

White Papers are Influence Kings, But Need Personalization to Retain Crown

The ROI Guy

Internet Fuels IT Buying Cycles According to a recent survey of 500 technology decision makers and influencers, Internet access to content is changing the way IT solutions are purchased, with buyers using on-line research to drive substantial portion of the decision making cycle on their own. In a do-more-with-less environment, IT buyers view on-line content as essential to the buying process, a facilitator to help make better decisions more quickly.

Paper 40

Can different call to actions in the Interactive White Paper be recommended based on the customer profile information?

The ROI Guy

Often, based on the user’s role and stage in the buying lifecycle, the call to action within the Interactive White Paper can be custom configured to provide proper / better guidance. For example, early in the buying lifecycle, executive decision makers could be guided towards a diagnostic assessment, to help pinpoint opportunities and provide prioritization advice / build urgency. interactive smart content interactive white paper Demand Generation Pisello Alinean

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. 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.

Report 116

Five Sales Enablement Tactics B2B Marketers Need to Master

Webbiquity

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. 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. Guest post by Mary Ade.

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. You have to be prepared to engage them throughout the cycle. The problem, though, is that marketers have to face the realities of the B2B Buying Cycle: You control less.

Creating Relevant B2B Marketing Content: Walk the Talk

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Creating Relevant B2B Marketing Content: Walk the Talk by Achinta Mitra on June 19, 2010 in B2B Marketing Collateral , Content Marketing , Industrial Marketing Strategies , Integrated Industrial Marketing There is plenty of advice out there about engaging B2B and industrial buyers with relevant marketing content at every stage of the buying cycle. This white paper aims to change that perception of them.

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

Webbiquity

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

B2C 151

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. But the reality is that B2B buyers are very similar to B2C consumers— whether it’s buying a new car or new enterprise software, consumers want to be educated and informed.

B2C 201

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. Business buying processes are getting longer, and—most important—involving more parties than ever before. To influence the multiple Buying Circle members, and get to them early, you need to know who they are.

B to B 146

Future of Buyer Personas is Social - Part 3

Tony Zambito

  Many a good sales professionals as well as marketing professionals I knew back in the ‘80’s and ‘90’s adopted the valued practices of understanding the buying process, profiling their customers/buyers, discovering buyer constraints, understanding the buyer’s decision criteria, and adopting KSF (Key success Factors) factoring in marketing and sales planning.  Image by Cristiano Betta via Flickr.

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

Webbiquity

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?”. 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. Confirm your thoughts on the buying cycle with them.

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? Do White Papers Still Rule? white papers per month in order to educate themselves on opportunities, best practices and solutions.

Paper 46

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. With less resources than ever before, buyers demand more proactive consultative advice and support throughout the buying cycle.

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.

“Information Overload” Biggest Change Agent for Marketing in Next Decade?

The ROI Guy

One of the best ways we have found to connect with customers one-on-one is through interactive white papers. These interactive white papers ask a few simple profile and opportunity questions, and then intelligently combine qualitative content such as relevant situational analysis, case studies and next steps with personalized quantitative savings and value assessment– all to create completely relevant and compelling content for the buyer.

BtoB 40

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."