The Point

APRIL 16, 2019

Add in the fact that B2B sales cycles are typically long and complex (meaning that advertisers may not see ROI for weeks or months), and it becomes clear that thriving in today’s SEM landscape requires getting a lot of things right. Most B2B sales cycles are long and complex. Some will be, well: junk.

Cost per Acquisition 235

Cost per Acquisition Paid Search Agency Campaigns Cost Per Click 235

The Point

MAY 17, 2021

When planning campaigns or designing ads, it’s easy to gravitate towards late-stage content (Webinars, analyst reports, demos, case studies) on the assumption that such offers generate more “qualified” leads.

Marketing Management 207

Marketing Management Paid Search Agency Buying Cycle Demand Generation Agencies 207

Zoominfo

AUGUST 5, 2021

The instability and threats to survival so many companies are facing have resulted in longer sales cycles and increased executive presence on calls (up 53% from a pre-COVID-19 baseline). It’s about helping your sales organization do what they do best. The Elements of a Winning Sales Enablement Strategy for 2021.

Top of Funnel 130

Top of Funnel Webinar Metrics Work Management Marketing Automation Services 130

BOP Design

JANUARY 7, 2022

No matter what the industry under the B2B umbrella, there are unique characteristics of the B2B marketing and sales process and this will be outlined below. B2B marketing is unique because it typically involves multiple decision-makers, a longer sales cycle, and higher-priced products or services (compared to B2C).

B2B Thought Leadership 117

B2B Thought Leadership Paid Search Agency B2B Thought Leadership 117

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

Lead Forensics

APRIL 2, 2024

Use case studies to show how similar companies saved money by implementing your solution. Offer support materials like case studies or white papers that address potential internal concerns. Offer a valuable resource, like an industry report or white paper, that addresses their challenges. Objections: Value & ROI 26.

Effectiveness 52

Effectiveness Work Management RFP Case Studies 52

Only B2B

FEBRUARY 28, 2024

In the fiercely competitive B2B sales landscape, utilizing intent data empowers you to navigate with precision, ensuring that your sales presentation resonates effectively and accelerates your path to successful conversions. Accelerate your sales cycle and close deals faster. Break free from the B2B sales maze.

Intent Data 71

Intent Data Intent Intent Signal Sales Qualified Leads 71

Tomorrow People

APRIL 10, 2018

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. How good is your content strategy?

Lead Scoring 176

Lead Scoring Lead Ranking Top of Funnel Sales Qualified Leads 176

Zoominfo

AUGUST 5, 2021

The instability and threats to survival so many companies are facing have resulted in longer sales cycles and increased executive presence on calls (up 53% from a pre-COVID-19 baseline). It’s about helping your sales organization do what they do best. Have your top performers Share Best Practices in Sales.

Top of Funnel 100

Top of Funnel Webinar Metrics Work Management Marketing Automation Services 100

Webbiquity

JANUARY 19, 2023

It is important for marketers to focus on building long-term relationships with their customers rather than just trying to make the sale quickly, as noted above. 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

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

The Point

APRIL 22, 2020

If your average sales cycle is 6 months, don’t expect content syndication leads to magically convert to opportunities in a matter of days. 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.

Lead Scoring 162

Lead Scoring Lead Ranking CPL Cost per Lead 162

Prospectr

FEBRUARY 28, 2017

Customer stories, also called “success stories” or the more mundane “case studies,” have amazing lead generation power. In fact, written right, they can bypass nearly the entire sales cycle and literally almost close your leads for. Have Detailed Stories on Hand for Your Various Customer Personas.

Tactics 164

Tactics Lead Scoring Lead Ranking Autoresponders 164

Lead Forensics

APRIL 2, 2024

Use case studies to show how similar companies saved money by implementing your solution. Offer support materials like case studies or white papers that address potential internal concerns. Offer a valuable resource, like an industry report or white paper, that addresses their challenges. Objections: Value & ROI 26.

Effectiveness 40

Effectiveness Work Management RFP Case Studies 40

Industrial Marketing Today

MAY 5, 2010

That however is only part of the solution because if your content doesn’t engage the visitor s/he won’t take a desired action to move forward in the sales cycle. A white paper would fit the bill nicely here. Provide him/her with case studies and client testimonials to lower their risks and fears of selecting you.

Sales Cycle 60

Sales Cycle Web 2.0 Buying Cycle Privacy Policies 60

ClearVoice

JANUARY 26, 2024

Some examples include: Driving Awareness Blogs Guides Social Media Lead → Customer Conversion eBooks & White Papers Customer Stories Sales Videos Email Nurture Sequences Customer Retention Help Centers Interactive Webinars Customer Newsletters Longevity of Content The value of content extends far beyond the initial investment.

Paid Content 92

Paid Content Top of Funnel Work Management Marketing Management 92

Launch Marketing

OCTOBER 28, 2020

Lead nurturing allows you to reach these leads more effectively by mirroring the natural progression that they go through during the sales cycle. Whether it’s through a list purchase, white paper download or interaction at an event, the lead nurturing process begins by making initial contact with someone. Acquisition.

Sales Management 114

Sales Management Lead Nurturing Lead Scoring Lead Ranking 114

Full Circle Insights

NOVEMBER 10, 2022

Marketing operations that achieve better alignment with their counterparts in sales experience significant improvements in efficiency. Here’s a closer look at seven steps you can take to align your marketing team with sales as you build out your ABM strategy: . The Marketing and Sales Alignment Playbook White Papers.

Ideal Customer Profiles 52

Ideal Customer Profiles Account Based Marketing ABM Webinar Metrics 52

The Marketing Blender

MARCH 2, 2022

Content Review: Analyzing current content and aligning it with the appropriate stages in the sales cycle (awareness, consideration, decision) helps the fractional CMO ensure that assets are being deployed and optimized correctly. This sales mapping process also highlights areas where new marketing deliverables should be created.

CMO 98

CMO Marketing Budget Creation Marketing Budget Work Management 98

Biznology

FEBRUARY 25, 2020

But what if you’re a mid-tier manufacturer of intermediate goods that have very long sales cycles. White Papers and Case Studies. It’s probably something like downloading a white paper or filling out a contact form. Where’s your pattern? . Why laggards haven’t seen the problem previously. That goal will change.

B2B Marketing 118

B2B Marketing Work Management Marketing Management B2B 118

PathFactory

OCTOBER 12, 2022

Like most, I think of content in terms of top, middle, bottom funnel content: lead with your general topics; then go into mid-funnel content like thought leadership, white papers, case studies, and the content about the problems your customers have and the solutions they need.

Top of Funnel 59

Top of Funnel Lead Scoring Lead Ranking Buyer's Journey 59

The ABM Agency

APRIL 10, 2023

Create comparison guides, case studies, and white papers that showcase how your product or service stands out from competitors. Use attention-grabbing subject lines and include relevant case studies or testimonials from similar organizations for added credibility. Use personalization tokens (e.g.,

Account Based Marketing 97

Account Based Marketing Top of Funnel Enterprise Management Work Management 97

Only B2B

FEBRUARY 21, 2024

Think of things like downloading white papers, requesting demos, or attending webinars related to your offerings. Streamlined Sales Process: Equip your sales team with valuable insights into prospects that allow them to tailor their outreach, shorten sales cycles, and close deals faster.

Intent Data 71

Intent Data Intent B2B Sales B2B Marketing 71

The ROI Guy

SEPTEMBER 13, 2011

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.

Paper 40

Paper Interactive Marketing Process Comparison 40

Ambal's Amusings

NOVEMBER 12, 2009

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? What stands out the most for me in this case study is the great example of how social media marketing works for a real world business.

Case Studies 100

Case Studies Case Study Studies Work Management 100

Ambal's Amusings

SEPTEMBER 10, 2009

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. Casey Hibbard's blog Stories that Sell.

Case Studies 100

Case Studies Case Study Studies Work Management 100

Martech

FEBRUARY 28, 2022

Two recent studies measured ROI for social media versus email, and they appear to contradict each other. But many sales cycles have times when we need to be quiet, stop sending emails and leave the work up to the sales team. Let’s go back to those studies that pit social media against email. Silent periods.

Marketing Automation Services 131

Marketing Automation Services Intent Marketing Automation Email Marketing 131

SnapApp

JANUARY 24, 2019

In fact, one study found that nearly 80 percent of companies that utilize personalization exceed their revenue goals. To start, dust off your archives of static (and perhaps outdated) PDFs, ebooks, case studies, and similar assets. Not only do your prospects appreciate it, but so does your sales team. Let’s get started.

Top of Funnel 111

Top of Funnel Sales Qualified Leads High Quality Lead Personalization 111

Marketing Insider Group

JULY 28, 2020

In fact, 95% of sales and marketing teams on LinkedIn are irrelevant according to my recent study as I found little personal branding, very few business-relevant stories to connect with, and barely anyone is supporting prospects with their current challenges so they can invest later.

Top of Funnel 249

Top of Funnel Linkedin Ideal Customer Profiles Paid Search Agency 249

Tiecas

OCTOBER 30, 2023

In this post, I’ll talk about how manufacturers, distributors, and engineering companies can use industrial email marketing to engage with their target audience, maintain top-of-mind awareness through long sales cycles, and build stronger relationships with their customers.

Email Marketing 52

Email Marketing Effectiveness Tips Marketing Analytics Tools 52

Biznology

JANUARY 20, 2016

Some sales cycles are very long, and some, like e-commerce, are very short. If you look at what you have on paper – brochures, PDFs, and other paper material – you will see that this information is already there. They want more information and need to see and feel the expertise that your team brings.

Video Marketing 80

Video Marketing Product Top of Funnel Business 80

ViewPoint

JULY 16, 2013

Inbound marketing is based on developing high quality content that attracts qualified buyers, who are in the early stages of the sales cycle. Does your firm have the capacity and expertise to develop targeted content for different buyer personas at different stages of the sales funnel? Build it and they will come.”

Lead Generation 120

Lead Generation Sales Qualified Leads High Quality Lead Budget Programs 120

Only B2B

JANUARY 27, 2022

Consider sophisticated ebooks, case studies, webinars, white papers, and other similar materials. Improves your ROI, reduces your sales cycle to a more manageable length, and increases your client acquisition rate. PQLs (Product Qualified Leads). They are previously tested your services and are willing to spend extra.

Lead Generation 117

Lead Generation Marketing Qualified Leads Sales Qualified Leads Lead Ranking 117

KoMarketing Associates

NOVEMBER 8, 2018

The sales funnel for B2B marketing is usually longer than a traditional B2C purchase: Salesforce reports that the average B2B sales cycle takes 84 days. If you want to learn what your company’s average B2B sales cycle is, use this tool from GeckoBoard.

Lead Generation 123

Lead Generation B2B Marketing Lead Scoring Lead Ranking 123

The ROI Guy

JANUARY 25, 2011

When surveyed as to the most influential content in decision making, white papers remain the stand-out content of choice. Although white papers remain influential, technology media firms such as Ziff Davis Enterprise (ZDE) and others report that white paper downloads are DOWN year over year.

Paper 40

Paper Personalization Buying Cycle Ideal Customer Profiles 40

NuSpark Consulting

MAY 24, 2014

You might think this article is about how to write in an engaging, persuasive way that brings prospects flocking to your website, downloading e-books, white papers and case studies, and picking up the phone to place their orders. . In this phase of the cycle are they looking at case studies, articles, white papers, or something else?

Buyer Personas 100

Buyer Personas B2B Marketing Planning Word of Mouth 100

SmartBug Media

JULY 21, 2020

This makes it even more important for manufacturers to ensure they’re creating valuable content which can help guide buyers further down the sales cycle. Because so many manufacturers deal with technical or complex topics, you can benefit from creating research- or industry-related reports and white papers.

Buyer's Journey 100

Buyer's Journey Sales Qualified Leads Buyer Personas Cold Calling 100