The Point

MAY 17, 2021

That’s not simply because prospective customers will engage more readily with content that better aligns with whether they’re researching best practices, actively evaluating potential vendors, or somewhere in between.

Marketing Management 207

Marketing Management Paid Search Agency Buying Cycle Demand Generation Agencies 207

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). FINDING : 89% of respondents stated that winning vendors provided content that made it easier to show ROI and/or build a business case for the purchase.

Paid Search Agency 241

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

KEO Marketing

DECEMBER 28, 2015

If you’ve ever published a white paper, you’ve probably experienced one of the most challenging aspects of white paper creation: choosing the right topic. A white paper’s success strongly correlates with how many people download it and how your audience reacts to the insights it delivers. Choose a fresh topic.

Paper 48

Paper Marketing Agencies 1 Tips Paid Search Agency 48

Martech

JULY 27, 2023

Tech vendors are finding more and more ways to link ecommerce experiences with brick-and-mortar interactions. Or in this case, print-and-paper. Why we care. Welcome to the ‘phygital’ world. That’s what some are already calling it.

Advertising Channels 87

Advertising Channels Work Management eCommerce Paid Search Agency 87

Webbiquity

JANUARY 19, 2023

This typically takes more time than in the case of individual consumer purchases where one person makes a simple decision based on their own needs and wants. This is typically done through content marketing such as white papers, webinars, and long-form articles that will educate potential buyers about the product or service they offer.

Work Management 217

Work Management Marketing Management B2B Marketing B2B 217

Sword and the Script | B2B

AUGUST 15, 2023

B2B buyers say they want quality content that demonstrates you understand their industry, and their company and helps them to build a business case to buy your tech product One of the reasons content marketing is so important to B2B companies is the fact that the last person a buyer speaks to is a salesperson. Why do vendors do this?

Marketing Management 75

Marketing Management Vendors Studies Top of Funnel 75

Cintell

JULY 3, 2018

But according to a recent report from TrustRadius , many vendors fall short in this arena. The 2018 B2B Buying Disconnect Report highlights the difference between how B2B technology buyers and vendors view the purchase process. Buyers Want the Full Picture in Making a Decision – and that’s where many vendors fall short.

Buy 172

Buy B2B Vendors Transparency 172

Ambal's Amusings

AUGUST 5, 2010

Do you know your white paper audience? Are those concerns being addressed in your white papers? We asked white paper experts " How should a white paper that is addressed to a Technical Decision Maker be different from a white paper that is addressed to a Business Decision Maker? What are his/her top concerns?

Paper 100

Paper Enterprise Management Work Management Marketing Management 100

Customer Experience Matrix

SEPTEMBER 6, 2018

But it does mean that the vendors may be able to meet CDP data requirements, even if you need more than their MDM module to do it. He also argued that some CDPs (including his, of course) let users apply different matching rules for different purposes, applying more stringent matches in some cases and looser matches in others.

Work Management 197

Work Management Marketing Management Ideal Customer Profiles Vendors 197

Sword and the Script | B2B

MAY 17, 2022

“Buyers now exercise more due diligence than ever before, conducting more research and engaging in more conversations with vendors and third parties,” according to Forrester. That analysis is how the research firm sets up a paper that compares the results of several surveys over time. That’s up from 17 interactions in 2019.

Sales Cycle 75

Sales Cycle B2B Sales Studies Marketing Management 75

Martech

MARCH 31, 2023

In some cases, trade associations maintain such outlets. Vendor offerings Many tech vendors offer product training and certifications – especially big players like Salesforce and Adobe. Common offerings include webinars, white papers, user communities and user conferences. Such groups come in different types.

Work Management 94

Work Management Marketing Management Training Vendors 94

ClickZ

FEBRUARY 13, 2020

The number of CDP vendors is large and growing larger with every industry report. It can be hard to distinguish CDPs based on features alone, since many look very similar on paper. User reviews can be a source of truth when searching for a vendor. Chiefmartec puts the number of vendors at somewhere above 7,400.

Vendors 101

Vendors Customer Satisfaction Case Studies Case Study 101

B2B Marketing Directions

APRIL 7, 2024

If I find one of your company's white papers to be valuable, I'll be inclined to believe other content produced by your company is likely to be valuable. In that case, you should want that resource to reach (and be consumed by) as many potential buyers as possible. I contend this is the wrong approach.

Content Marketing 70

Content Marketing Content Ethics Impressions 70

Tomorrow People

JUNE 7, 2021

Weighing up the pros and cons of a particular solution, comparing similar products in the same space, and attempting to calculate time-to-value and ROI is often catastrophic for tech vendors. Product-led growth is defined by a cheap entry point, in many cases free. Powering bottom-up product-led growth.

Enterprise Management 156

Enterprise Management Product Work Management Marketing Management 156

The Point

APRIL 19, 2017

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. Personally, I’ve seen some white papers continue to generate leads year after year with only minor updates. There is no one, definitive answer.

Top of Funnel 214

Top of Funnel Demand Generation Agencies Demand Generation Paper 214

Webbiquity

OCTOBER 16, 2018

Social media is the top digital marketing channel for vendors, but organic social media reach continues to decline , LinkedIn’s strategy for groups remains muddled , and many business buyers aren’t even on Twitter. A couple sheets of paper folded neatly inside a standard business envelope isn’t going to inspire much excitement.

Marketing Automation Services 244

Marketing Automation Services Trade Show Advertising Agencies Verticals 244

Customer Experience Matrix

MARCH 11, 2017

If that’s really the case, martech may end up isolated from other company systems – or, more likely, huge investments in martech may ultimately be scrapped once it becomes essential to pull marketing back into the corporate IT fold. The word “customer” occurs 139 times in the paper.)

Enterprise Management 149

Enterprise Management Marketing Management Marketing Proposals Paper 149

Martech

AUGUST 10, 2021

As a journalist covering marketing and technology, I often have cause to look up a vendor or product I’ve not heard of before. One of our contributors filed a story this week containing one brief reference to a vendor with an unusual name. Marketers know that in many cases digital transformation has shortened the buy cycle.

Work Management 111

Work Management Marketing Management Marketing Analytics Tools Digital Marketing Funnels 111

Marketing Insider Group

MARCH 29, 2021

In a 2013 Google study , 50 percent of the companies surveyed indicated that they had emotional ties to their vendors. Case studies , white papers, and other content that answers common questions your prospects have are also well worth pursuing. Studies show that 95 percent of all purchase decisions are emotion-driven.

Planning 363

Planning Paid Search Agency Advertising Agencies Content Marketing 363

The ROI Guy

MARCH 24, 2013

Traditional white papers are likely the staple of your content marketing portfolio, and for good reason. According to a recent IDG survey, 84% of buyers leveraged white papers as a key resource to help them make a purchase decision. Your current white papers just don’t have the same impact as they once had … but why?

Paper 40

Paper Ideal Customer Profiles Marketing Automation Services Eloqua 40

Launch Marketing

JUNE 15, 2022

At this stage, content such as checklists, calculators, case studies, vendor comparisons, white papers, reports and webinars based on each persona is best. Consideration content should help them understand your specific product or service offering and the value it delivers. Outreach & Sales Efforts.

Buyer Personas 118

Buyer Personas B2B Marketing B2B Paid Search Agency 118

ANNUITAS

OCTOBER 27, 2023

If GTM software is going to deliver truly predictable productivity gains within the enterprise similar to the impact of ERP adoption, it needs a combination of software and methodology — a gap for Salesforce and for many of the GTM technology vendors in today’s marketplace.

Marketing AI 130

Marketing AI Marketing Analytics Tools Enterprise Management Marketing Automation Services 130

The Point

APRIL 22, 2020

MOFU and BOFU content like case studies and analyst reports will result in fewer downloads and a slower pace of leads, but typically from prospects that are further along the buying cycle. You can always swap out content if needed. Remember, thought leadership content will typically drive more leads, but leads that convert more slowly.

Lead Scoring 162

Lead Scoring Lead Ranking CPL Cost per Lead 162

Customer Experience Matrix

DECEMBER 5, 2006

I suppose it’s petty to complain about the size of the type used in a white paper, but you would think something called “The CEO’s Guide to CRM Success” would recognize that senior managers might struggle with a six point font. Did I just call a CRM white paper “charmingly earnest”?

Paper 120

Paper Case Study Case Studies CRM 120

Biznology

MARCH 1, 2019

In case you missed it, Gen Y surpassed Gen X’s share of the workforce a couple of years ago. It’s not that they’re uninterested or negligent — they may spend more time doing research, but they’re less likely to read your white paper or visit your website. 97% watch tech-related videos.

Video Marketing 112

Video Marketing Youtube Vendors Stats 112

Zoominfo

FEBRUARY 5, 2021

Hopefully, they’re on your website, digesting your blog posts, videos, and case studies.). In fact, the majority of B2B buyers (64%) conduct research on vendor websites before they ever contact a sales rep. Middle: Here, the prospect downloads a white paper or signs up for a webinar. Thank you, Marketing ).

Top of Funnel 179

Top of Funnel Ideal Customer Profiles B2B Sales Ad Building 179

Content Standard

JUNE 27, 2023

Yet, webinars and white papers from professional organizations and mainstay publications are no longer enough to support healthcare organizations and providers in their search for solutions. This type of educational content is extremely helpful as decision-makers build the internal business case for investing in your solution(s).

Work Management 93

Work Management Marketing Management Differentiation Education 93

Martech Advisor

MARCH 13, 2020

There's been a lot of uncertainty and misinformation surrounding the outbreak, which is reflected in public behavior with necessities like toilet paper going out of stock. Toilet paper & paper towels: Revenue sales increased 26% from the week prior. The coronavirus (COVID-19) outbreak has negatively impacted the world.

Work Management 128

Work Management Marketing Strategy Marketing & Strategy Marketing Management 128

Biznology

DECEMBER 26, 2017

And, of course, when I misplaced what’s called a cryptocurrency paper wallet–the only access anyone on planet earth can ever access your coins–all was naught. After misplacing my private key–I lost my paper wallet! Later, I had a vendor who insisted on being paid with Bitcoin back in 2010-2013.

Practices 187

Practices Paper Cross-Selling Lock-In 187

KoMarketing Associates

FEBRUARY 20, 2018

As an online marketing program vendor, it is our responsibility to ensure we are adhering to the brand guidelines of our clients. This is where we typically access knowledge-building assets such as: Case Studies – learn more about the client’s existing relationships with customers and how they serve each of them on an individual level.

Online Marketing 175

Online Marketing B2B Marketing Buyer Personas Ad Building 175

Customer Experience Matrix

SEPTEMBER 8, 2017

I’m currently drafting a paper on use of Customer Data Platforms by B2B SaaS marketers. That’s happening now in many cases – and, sure enough, we’re now seeing more interest among B2B marketers in CDPs. That said, it’s worth noting that customer success systems like Gainsight and Totango were on my original list of CDP vendors.)

Marketing Automation Services 168

Marketing Automation Services Buy Work Management B2B Marketing 168

B2B Marketing Directions

DECEMBER 20, 2020

Last year, Google published a white paper that addressed three of the most important - and still unsolved - challenges relating to the measurement of marketing effectiveness. This post will discuss the third "grand challenge" described in the Google paper. I covered two of these challenges in previous posts ( here and here ).

Multi-Touch Attribution 98

Multi-Touch Attribution Advertising Agencies Forrester Paid Search Agency 98

Bionic

MARCH 11, 2024

In many cases, this requires an overly complicated licensing process involving legal wrangling and taking on obligations such as minimum spending requirements. More Platforms, More Problems Every new ad platform creates a new set of problems for media buyers. Gaining Access The first problem is gaining access to the platform.

Advertisements 86

Advertisements Advertising Work Management Order 86

BOP Design

NOVEMBER 17, 2020

If the sales team is busy, In some cases, we have seen marketing teams take charge of the initial follow-up with a lead to vet them and then schedule a call with sales. Finding and vetting a new vendor or partner may be one of many things on their to do list. You want to be the one leading the conversation.

Sales Qualified Leads 117

Sales Qualified Leads High Quality Lead Work Management Marketing Management 117

SmartBug Media

MAY 30, 2023

You wouldn’t be wrong, and you’d be in great company— Neil Patel makes a great case for this. These actions could include adding products to an e-commerce cart or filling out a form to download a case study or e-book. But to increase traffic enough that it leads to an increase in conversions takes time and resources. Embed a form.

Conversion Rate 98

Conversion Rate Optimization Conversion Tips 98

Webbiquity

MAY 26, 2020

The coronavirus that has shut down the live events industry is likely to have some lasting impacts even after cases and concerns decline. On a multiple-choice question, pens (60%), water bottles (59%), and notebooks (really, 58% for notebooks—as in paper, not laptops?!) Most Popular Swag.

Conference 181

Conference Case Studies Practices Trends 181

KoMarketing Associates

SEPTEMBER 29, 2014

Earlier this year, we released findings from a survey we ran in conjunction with Dianna Huff, asking B2B buyers about the role vendor websites play in the B2B buying process. First, B2B buyers need pricing and marketing collateral and they expect to qualify their vendors in a straight-forward process. Give Us 10 Minutes & Win.

Customer Surveys 120

Customer Surveys Marketing Websites B2B Vendors 120