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B2B Sales Cycle: 4 steps to avoid the wasteful ‘no decision’

B2B Lead Generation Blog

Tweet CSO Insights , which interviews thousands of chief sales officers to benchmark B2B sales best practices, has tracked an alarming trend. Jim Dickie, CSO Insight’s managing partner, says this should make any sales leader cringe. “It’s No deal = broken sales cycle. He says the escalating number of “no decisions” is a sure sign that sales cycles are broken. CSO Insight’s latest sales performance optimization study reveals that an average of 4.1

An SEO’s Guide to Bottom-of-Funnel Keywords


We’ll discuss methods to research based on the funnel stage, specifically bottom-of-funnel keywords in today’s blog post. Determining the right keywords often requires a thorough understanding of your buyer’s journey through the sales cycle. Top of Funnel: Awareness.

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How to Power Your Sales Funnel With Video Content

Modern Marketing

Video can power your sales cycle at every step of the buying process, but not all content is relevant to everyone. Top Of Funnel Video Content. They’re frustrated, but not necessarily enough to sit through a product demo or a long-winded webinar.

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5 Exceptionally Important Tips for Sales Engineers Creating Pre-Recorded Demo Videos


They want to avoid the sales pitch, and… you kind of have to sympathize with them. The thought of talking to each one of these sales-hungry companies on the phone is a little daunting – so they’ll avoid it at all cost. Check out these 5 steps to building a great product demo.

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An SEO?s Guide to Bottom-of-Funnel Keywords


We’ll discuss methods to research based on the funnel stage, specifically bottom-of-funnel keywords in today’s blog post. Determining the right keywords often requires a thorough understanding of your buyer’s journey through the sales cycle. Top of Funnel: Awareness.

Choosing an Advanced, Multi-Touch B2B Marketing Attribution Model


We recently hosted a webinar discussing advanced B2B marketing attribution and Bizible’s newest feature, TouchPoints. In this post, we’ll dig deeper into the different attribution models discussed in the webinar and help you decide which is best for your company.

Ask a Content Strategist: How Do You Use Articles to Influence B2B Leads?


Then, leverage content analysis tools (something we can help you with) and persona interviews to figure out which types of content will be most useful to those personas at each stage of the funnel. The top of the funnel might require articles, videos, and research papers.

What is a Marketing-Qualified Lead? What MQL Really Means


Definitions were set, processes were tested, sales and executives bought in across the board, and the panacea of the Lead Marketing Funnel brought peace to all. The term is broadly used across marketing and sales. How about a Sales Qualified Opportunity (SQO)?

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5 Roadblocks Your Content Strategy Needs to Avoid in the Buyer's Journey

Modern Marketing

Today’s buyer can be up to 90% of the way through their journey before they personally reach out to sales. Often, these stages are discussed as top, middle, and bottom of the funnel. A webinar. Not Responding Timely to Demo Requests This one is real simple.

Multi-Touch Attribution, A Full User Debrief


It’s a sure-fire method used to prove the value of a B2B marketing strategy in the form of down-funnel metrics that matter to the business -- opportunities and revenue. In a long sales cycle, this is often where the prospect spends most of their time.

MQA – The All Important Account Milestone (Engagio on Engagio)


If sales does not treat each account or lead the same, why should marketing? Different Thresholds for Different Account Funnels. At Engagio, we have 3 different account funnels. Funnel 3 has the highest threshold. Here’s a closer look at our 3 account funnels.

How to Unlock the Lead Generation Power of Your B2B Website

The Forward Observer

If you read a lot about B2B marketing like I enjoy doing, you would think that every company is generating leads from their websites , filling their sales pipeline to the point of bursting, breaking sales records and growing fast.

What’s a Successful ABM Strategy Without Killer Content?


Rebecca is a senior marketing consultant specializing in Content Marketing Management for Heinz Marketing , a B2B marketing and sales acceleration firm that delivers measurable revenue results for their clients. But what about the other parts of the funnel? It’s a vicious cycle. .

5 Steps to Build an Impressive B2B Account-Based Marketing Framework


To start, ABM will never work without strong Sales and Marketing alignment. In a recent webinar with Leadspace, Jon Miller, the co-founder of Marketo and Engagio, stated that Marketing talks about people while Sales talks about accounts.

Introducing Vidyard Engage: Extend the Power of Video Across the Entire B2B Business


At a time when attention spans are at their shortest, email inboxes are at their fullest, and conversion rates are at their lowest, sales and marketing organizations are looking for new ways to capture and maintain the attention of customers and prospects.

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80% Of Our Visitors Take Our Desired Content Path: Using Form URL (Form Page) Data to Inform Our Content Marketing


Half of our marketing team consistently produces content, be it blog posts, ebooks, reports, webinars, etc. Or what webinar do they register for? We also want to see how our content provides value further down the funnel.

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Successful B2B Lead Generation Measurement In 7 Steps


At the top-of-the-funnel people interact with content and these people get rolled up into accounts. We’ll provide an approach to measuring B2B lead generation in terms of deeper funnel metrics like revenue. For example, conversion rates from content download to product demos.

5 Ways to Immediately Boost Account Based Marketing (ABM)

B2B Lead Generation Blog

I recently did an interview on with Jim Obermayer founder of Sales Lead Management Association and Funnel Media Group. He is an evangelist, speaker, author who wrote the best-selling book – Lead Generation for the Complex Sale.

The 2 Things You Must Nail For Lead-Generating B2B Content

B2B Marketing Insider

Studies show that 60% of the B2B sales cycle is over before a prospect first talks to a salesperson ( Corporate Executive Board ). Now the customer has the power to get nearly all the information they want before finally speaking to a sales person.

How To Decide Whether Marketo RCA Is Right For You


In this article we’ll clarify some of the details around Marketo Revenue Cycle Analytics, i.e. Marketo RCA, so you can understand whether it is perfect for your needs, or whether a specialized marketing attribution solution fits the bill. What Is Revenue Cycle Analytics (i.e.

How Attribution Solves 7 Common Marketing Problems


Sales teams are tied to revenue goals, as are most departments, so the C-Suite also wants to know what marketing has done to impact the bottom line. Marketing attribution tracks all touchpoints on a customer journey and assigns revenue credit to the major conversions after the sale is made.

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The 2 Things You Must Nail For Lead-Generating B2B Content

The Forward Observer

Studies show that 60% of the B2B sales cycle is over before a prospect first talks to a salesperson ( Corporate Executive Board ). Now the customer has the power to get nearly all the information they want before finally speaking to a sales person.

Good Forms, Great Leads: How to Use Web Forms Strategically

Marketing Action

In a conventional marketing strategy (especially if you have a long sales cycle) this may seem like good sense, but it can fundamentally cripple your ability to identify, segment, and target that lead so you could nurture them through a faster marketing and sales cycle.

Everything Marketers Should Know About Secondary CTAs


In general, the primary CTA you choose should align with the person''s position in the sales funnel. They''ve only converted on one of your offers, so it''s probably too soon in the game to promote your product demo as your primary CTA. Chocolate or vanilla? Comedy or drama?

15 Important Ways to Use Case Studies in Your Marketing


Having customer quotes placed strategically on these pages is a great way to push them over the line and further down the funnel. Get Inspired: It''s important that your lead nurture workflow content includes the appropriate content for where prospects are in the sales cycle.

Don’t Be Boring: What Creative B2B Marketers Can Learn from B2C


Everyday, we’re supporting a lengthy sales cycle, creating internal alignment, planning our content marketing , and working to understand the intricacies of often complex industries. With a short sales cycle, B2C can quickly gather invaluable learnings about consumer behavior. It’s not another random sale, they’re talking to me, providing exactly what I wanted in the first place. There’s a myth among B2C marketers.

6 Essential Nurturing Workflows For Every B2B Company


A lead nurturing workflow functions with the end goal of converting leads into marketing qualified leads (or MQLs), which in turn brings them further down the sales funnel, and one step closer to becoming a customer. Email 3 : Webinars, case studies, ebooks, how-to videos, etc.

The 7 Characteristics of Great Marketing Content


Whether it’s a datasheet, white paper, demo script, or webpage, marketing content needs to speak directly to the needs and wants of your prospects and customers. It can be a delicate balance, but getting the right message to the right person at the right time offers tremendous upside: It establishes credibility and authority, creates brand affinity, and – perhaps most importantly – reduces sales resistance. Fits a specific place in the buying cycle. Planning a webinar?

101 Ridiculously Effective Ways to Use Interactive Content in Your Marketing Today


Webinars. Create an interactive tour of your product or solution , letting prospects get a mini demo without the presence of a sales rep. Most people do want demos, they just want them on their own time and not always with a sales rep conducting them. .

The Importance of Casting a Wide Net for SDR Talent


A talented Sales Development Representative can be found anywhere. The people who work at car washes make their money on upsells,” said Birkett, the vice president of sales at technology company LeanData. How to source, hire and retain the best SDRs will be the topic of a live webinar featuring Birkett and Jason Vargas , managing director of sales development at Datanyze, on Oct. Account-Based Sales & Marketing Events LeanData

The Salesperson's Guide to Sending Prospects the Right Content at the Right Time


One of the best ways a salesperson can engage a prospect between conversations and move him or her through the sales process involves absolutely no talking. You want to be using top-of-the-funnel content that covers high-level topics that your prospect could relate to. 3) Before a Demo.

3 steps to make the most of your eMail list

grow - Practical Marketing Solutions

It’s a fine balancing act leveraging your database to keep in front of leads and move them toward a sale, without turning them off and creating unsubscribes. Here are three steps to use your email list to better facilitate the sale: Segment, nurture, and segment some more.

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What Sales Should REALLY Expect From Marketing Automation

Marketing Action

But what can your organization realistically expect in terms of sales? How about a 2x higher bid-to-win ratio for the top 20% of your sales reps? Gleanster Research has just published a fine new report, “What Sales Should REALLY Expect From Marketing Automation.”


Marketers are from Mars, Sales reps are from…

Sales Intelligence View

I have been involved with corporate marketers and sales reps for more than 25 years. I don’t have to tell you that marketers and sales reps see the world from different perspectives. Both sales and marketing need to be interested in all stages of this revenue cycle.

6 Smart Strategies for Segmenting Your Dynamic CTAs


In our marketing at HubSpot, for example, we might show our ecommerce audience a CTA for an ebook about how to get started with ecommerce marketing, but to our nonprofit audience, we may show a CTA to sign up for our upcoming webinar about content ideas to help boost fundraising dollars.

Generate More B2B Sales With Lead Nurturing and the Human Touch

Modern B2B Marketing

by Jon Miller Last month I participated in a webinar on Adding the Human Touch into Your Lead Nurturing with Brian Carroll, author of Lead Generation for the Complex Sale and the “godfather” of lead nurturing. Other best practice content includes webinars and white papers.

Driving Conversions Throughout the Customer Lifecycle

Modern B2B Marketing

How many more webinars? How many more demos? Marketing automation drives prospects and customers through the revenue funnel with various sub-conversions such as ebooks, webinars, demos, conversations with sales reps, etc. The Forgotten Conversion: Post-Sales.

3 Best Practices for Creating a Lead-Scoring Matrix

Marketing Action

They’re funny-looking acronyms that are fun to say and music to the ears of sales and marketing teams who focus on moving leads through the funnel – top, middle, bottom – and clinching the sale. Form completions – For demos, contact, surveys, questionnaires.

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The Marketer's Ultimate Guide to Using Dynamic, Personalized CTAs


The idea is, you should show your visitors different CTAs depending on their particular stage in the sales cycle. Sales Qualified Lead. Map your website pages to different stages of your sales cycle , and set up your Smart CTAs accordingly.

How to Create Marketing Offers That Don't Fall Flat


They are also a critical tool for nurturing existing leads into a position that makes them more sales-ready. And if site visitors are looking at this type of content, they're likely already in your sales funnel and much closer to making a purchasing decision. Product Demos.