3 Tips to Help Content Marketers Understand Sales Cycles

Biznology

Simply posting a blog per day won’t amount to anything if you’re not taking your customers’ sales cycles into account and adjusting your marketing strategy accordingly. What’s a sales cycle, you ask? Understanding Sales Cycles. Before you can create content for your buyers, you must understand the sales cycle for each buyer type. Once your buyers are segmented, you can then assign various sales cycles. White papers.

Using Content to Move Prospects Forward in the Sales Cycle

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Using Content to Move Prospects Forward in the Sales Cycle by Achinta Mitra on May 5, 2010 in B2B Lead Generation , B2B Marketing Collateral , Content Marketing , Industrial Marketing Strategies , Sales Strategies We often think of online content as the text on a web or blog page. A white paper would fit the bill nicely here. This white paper aims to change that perception of them.

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What is business video content marketing and how to get started

Biznology

And what’s good for the company that makes an investment in online B2B marketing videos is that they are proven to increase metrics such as awareness, conversion rates, quality leads that go into the sales process, thought leadership, social metrics, open rates, and click-through rates in email campaigns. Video content marketing means creating engaging video content that is thoughtful, planned and integrated into the different parts of your marketing process and sales process.

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The Complete Guide to Scale Your B2B Business to Success by Marrying PR with Content Marketing

Webbiquity

As a B2B marketer, you navigate a long purchase cycle to get buy-in from decision-makers at every touch point. You work with sales, content, SEO, and customer care champions to promote targeted messaging. So, unless you utilize the combined power of inbound and outbound marketing tactics , your words won’t stand out in the age of omnichannel sales cycles. Produce a white paper off of the same survey and advertise it via email marketing and social media.

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Killer Questions to Ask Before Starting a White Paper Project

Ambal's Amusings

How can you create a white paper that serves it purpose - create high quality leads, provide useful information to potential customers etc. Well, like Stephen Covey said, "You begin with the end in mind" We asked our panel of white paper experts "W hat are the 3 key questions you ask before starting a white paper project? Jonathan Kantor is 14-year white paper marketing veteran. Generating More Leads with Video White Papers. Help close a sale.

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5 Common Stages of B2B Lead Nurturing

Oracle

This is a great time to introduce case studies that provide more depth into how customers solved similar issues, data sheets that demonstrate the impact of your product, and white papers that shed more light on your industry. Your prospects are educated about the industry and it’s time to make the case for why you are best positioned to help them address their challenge. It’s important that when sales passes back a lead they provide a reason.

8 Questions to Help You Decide if Your Content is Good Enough

The Point

In broad terms, early stage content tends to work best for top-of-the-funnel lead generation, when not everyone is interested (yet) in ROI, case studies or vendor comparisons. In contrast, lead nurturing content – content designed to nudge a prospect along the sales cycle – is often tailored to answer questions for those further along in the purchase process. Personally, I’ve seen some white papers continue to generate leads year after year with only minor updates.

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. While your website may not be performing B2C-like monetary transactions, a B2B site is still an important touch point in the sales and marketing funnel.

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A Complete Guide to Demand Generation [Examples + Case Studies]

Outgrow

A Complete Guide to Demand Generation [Examples+Case Studies] . From engaging the prospect to upselling the customer, demand generation accounts for every sales and marketing initiative. The demand generated converts into leads , which further transform into sales.

The business case for a strong CMO-CIO partnership: A guide

Full Circle Insights

Examining the CRM integration use case. Many B2B marketers already use the company’s CRM to track leads through the marketing and sales funnel and create reports. White Papers. Case Studies. Velocity & Shortening Your Sales Cycle. AppDynamics Case Study.

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When are Interactive White Papers best used in the sales & marketing process?

The ROI Guy

Interactive White Papers can be used at various stages to help facilitate the buyer’s decisions, depending on the content of the white paper itself. Early in the sales cycle, during the discovery phase, buyers need help in identifying issues and understanding what solutions might exist to help solve their priority opportunities. interactive smart content interactive white paper Demand Generation Pisello Alinean

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ClickInsights: What is the biggest mistake to avoid when writing a white paper?

Ambal's Amusings

White papers can be really valuable tools to educate your prospects. So you invest time and money in creating and marketing white papers. Before embarking on this journey, stop and learn what not to do in awhite paper. We have invited White Paper Experts to shed light on the following question: "What is the biggest mistake to avoid when writing a white paper?" Recommended Resources from Experts on white papers. White Paper FAQs.

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What a Buyer Wants: Personalized Advice, Business Value and ROI

The ROI Guy

From these results, one can see that one-size-fits-all white papers, the crack cocaine of content marketing, don’t cut it any more. Personalization means your sales reps and partners need to have superior discovery and assessment skills, to learn more about the buyer and their challenges, and leveraging these results to deliver personalized and provocative industry insights, customized benchmarks, and aligned solution recommendations.

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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. Savvy buyers are using on-line content to set strategies, explore and select solutions, all before ever engaging a sales representative.

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ClickInsights: How should case studies be used in marketing activities versus sales activities?

Ambal's Amusings

Marketing teams and sales teams are different within a company. Marketing team within a company works to put together and publish case studies to highlight their solutions and products. Sales teams need to engage with prospects through various phases - pre-sales, nurturing them, educating them, contracts, actual sales and post-sales. Marketing customer engagement is clearly very early stage as compared to sales customer engagement.

ClickInsights: 3 important components that will make a great case study

Ambal's Amusings

All case studies are not created equally. Why are some case studies more effective than others? We asked case study experts "What are the 3 important components that will make a great case study"? Get insights and recommended resources from Case Study Experts. Recommended Resources from Experts on Case Studies. Steve Slaunwhite’s Cracking the Case Study Market. Stephanie Tilton's 6 Steps to Successful Case Studies.

ClickInsights: What is your favorite case study? Why do you like it?

Ambal's Amusings

Case studies come in all shapes and forms. Our Panel of Case Study Experts have written and reviewed thousands of case studies over the years. Which case study stands out in their mind? We have invited Case Study Experts to answer this query: "Give one example of your most favorite case study and why you like it" Cindy King. Cindy King is a Cross-Cultural Marketer & International Sales Specialist based in France.

What’s the Right Content for Each Stage of the Marketing Funnel?

Single Grain

Today: The average customer engages with 3-5 pieces of content before talking to a sales rep. Do I really need to write white papers and e-books? What these companies fail to understand is that when done correctly, content creation isn’t solely about budget, beating the competition or a simple case of frequency. In this framework, every piece of content you create is an opportunity to bring a new lead closer to a sale or to inspire an existing customer to take action.

[ABM Case Study] Targeted Messaging and Better Measurement with LinkedIn + Terminus

Terminus

This pilot case was created in close collaboration with sales, with the knowledge that existing content could be easily adapted to fit the customer’s specific pain points. From there, Garrett plans to expand account-based LinkedIn advertising to net new accounts, with a goal of accelerating deals within opportunities currently being worked by sales. Then we have tactics around white papers or assets related to a specific solution our targeted account list is looking into.

How can you Best Prevent Stalled Deals?

The ROI Guy

As a result, the chances of experiencing a stall are greater than ever, with Sales Benchmark Index indicating that the biggest threat to growing your business is not the competition, but that 58% of deals are now stalled in the average pipeline. PPTs are likely used by your sales reps in the middle of the cycle, but prospects can’t stand these presentations – with 1/3 rd having fallen asleep during a PPT presentations, and 1 in 5 rather wanting to go to a dentist than sit through another.

What is product-led growth?

Tomorrow People

An examination of the key characteristics of product-led growth, and how it differs from traditional marketing or sales-led strategies. PLG is changing how organizations approach their product launches and expansion campaigns, impacting the role of marketing and sales in the process.

The Risks of Over-Reliance on Late-Stage Content

The Point

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.

Where is ROI Best Applied in the Sales Process?

The ROI Guy

This was presented at the latest Forrester Sales Enablement Forum, and is a marked increase from the 65/35% split of just two years ago. At the same time it has become more important to engage and justify your solutions much earlier, your Sales team is being invited later and later into the decision making process – after some 60% of the cycle has already been complete.

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Value Selling & Marketing with the iPad?

The ROI Guy

The iPad is perceived as a great new business tool, to empower sales to deliver more provocative interactive presentations, and to enable B2B marketing to provide engaging content to ever more mobile buyers. What if you could replace the traditional PPT sales presentation, empowering sales to evolve from ineffective product / solution selling to more provocative value selling?

How to build a content marketing strategy that delivers hot leads

Tomorrow People

A content marketing strategy is dead in the water if it can’t deliver significant sales-ready leads. The B2B sales cycle has undergone a complete change and the length of the B2B sales cycle is shrinking as prospects engage later after doing their own research. With the move online, marketing has an even more important role to play in capturing prospects’ attention as they do their research in order to generate, nurture and deliver more sales-ready leads.

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The Hyper-Personalization of Content Marketing

Oracle

Check out the “ Five Key Trends in Gartner’s 2015 Digital Marketing Hype Cycle ” or the “ 15 Mind-Blowing Stats About Personalization ” What is Personalized Marketing? There are different use cases with varying degrees of complexity determining how the content of a marketing campaign can be tailored for every individual recipient. The most simple use case is certainly to have a field merge included in your marketing content. Case Studies.

Half of B2B Tech Marketing Prospects Consume 11 or More Pieces of Vendor Content

Sword and the Script

There are unpolished phrases the marketing community kicks around to describe the outsized role content marketing has in the sales cycle. Marketing in B2B tech is unique because these are typically complex products and involving multiple stakeholders and a long sales cycle.

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The Big O – Outcome Selling

The ROI Guy

Today’s buyer is more empowered, skeptical and frugal than ever before, providing a greater than ever challenge to sales professionals, and shaking the very foundations of traditional selling models. 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.

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.

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Spring has Sprung, and So Should New Sales and Marketing Practices

The ROI Guy

If you are in sales and marketing, there is another forecast that is just as promising, especially if you recognize the pending fertile business opportunity and prepare accordingly. At SiriusDecisions , analyst Jim Ninnivagi indicates that it’s easier for B2B buyers to “do-nothing” than “challenge the status quo”, leading to hundreds of missed selling opportunities and stuck sales processes. Commodity sales professionals are being disinter-mediated.

The End of Marketing as We Know It: Overcoming Buyer Challenges with Interactive Smart Content

The ROI Guy

email pitches per week, up 32 percent from 2006 according to sales and marketing research firm SiriusDecisions. The question any marketer needs to ask - Are your marketing efforts adding to the clutter, or driving a valuable dialogue and as a result, connecting meaningfully with prospects to advance the buying cycle? Prospect driven buying cycles mean that buyers research solutions on their own, and do their own due diligence, engaging sales much later in the sales cycle.

LinkedIn Responsiveness Drops 44% – Why Businesses Are Losing the Social Selling Game

Marketing Insider Group

LinkedIn’s State of Sales Report shows that 44% of sales and marketing teams are seeing a significant drop in responsiveness to social and email messaging. Then they’ll push out the content to the sales team in hopes that they’ll amplify the message.

The Step by Step Lead Nurturing Process

Launch Marketing

Often times sales teams are solely focused on short-term gains and not interested in the longer nurturing processes. Lead nurturing allows you to reach these leads more effectively by mirroring the natural progression that they go through during the sales cycle.

Two reasons to invest in online business video production

Biznology

So if the decision-makers that your marketing is trying to attract and your sales teams are trying to reach and build trust with during the sales cycle are NOT busy, then they will have time to read all of your PDFs, white papers, and website. So if you decide to differentiate your business by having corporate sales and promotional videos on your website, these decision makers are going to get more out of it compared to reading.

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Tom Pisello: The ROI Guy: Seeing ROI in the Cloud?

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. Indeed, early cloud computing case studies reveal the potential for better cost savings, scalability, agility, performance and more. ► February (8) Boost Sales 10% with an Investment in Sales Enable.

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How long should your online business video production be?

Biznology

We watch online videos to get informed and make decisions across every stage of the purchase cycle… and this trend will only increase over the next few years. Some sales cycles are very long, and some, like e-commerce, are very short. As most B2B sales need human interaction, once that prospect is talking to you in person, their research continues.

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Drive Leads, Qualify, Nurture with Personality Tests

Oracle

The challenge many B2B marketers face, however, is how to efficiently serve up the most compelling content on a case by case basis. Behavioral data can show trends and reveal insights over time, but what about first-time top of the funnel visitors with no browsing history, or the fast moving buyers who may not fit into your typical sales profile? How can you consistently fill the top of the funnel while shortening your sales cycle?

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