Writing on the Web

APRIL 4, 2011

It doesn’t matter what you call your information (white paper/eBook, microsite/landing page), what matters is using information wisely to get found, get known and get clients. Is Your White Paper a Sales Pitch in Disguise? When was the last time you read a white paper that added real value to your research process?

Paper 100

Paper Marketing Automation Services Marketing Management Microsite 100

Customer Experience Matrix

APRIL 29, 2009

I have two Webinars and a newly published white paper you might find interesting: Webinar Making the Right Start with Demand Generation , Thursday, April 30, 2:00 p.m. This will discuss preparing for your new demand generation system, including requirements definition, vendor selection, and the initial deployment. Sponsored by Marketo.

Paper 120

Paper Webinar Metrics Marketing Automation Services Marketing Management 120

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

B2B Marketing Directions

APRIL 2, 2023

In a 2021 paper published by The B2B Institute , Professor John Dawes, Associate Director at the Ehrenberg-Bass Institute for Marketing Science , described what has come to be called the 95:5 rule. The main focus of Professor Dawes' paper was a discussion of how advertising works given the existence of the 95:5 rule.

Rules 52

Rules B2B Marketing B2B Trigger Marketing 52

Lead Liaison

JANUARY 3, 2023

Only scan potential customers (exclude vendors, sales people, etc). Having said that, we’ve seen a tendency to ask a lot of survey questions. . A while back, we had a partner who was switching from paper lead capture forms to digital lead capture. They copied the paper form which included 20 survey questions.

Lead Capture 89

Lead Capture Lead Liaison Sales Qualified Leads Marketing Automation Services 89

KoMarketing Associates

JULY 9, 2019

Although B2B marketers are focused on creating marketing collateral, such as white papers and ebooks, new research suggests that these forms of content are not the most trusted among B2B buyers. Spiceworks conducted a survey of more than 250 marketers to gauge which trends are on the rise in the B2B realm. in terms of trust.

Marketing Report 121

Marketing Report B2B Marketing B2B Purchase Intent 121

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

B2B Marketing Directions

DECEMBER 20, 2020

For example, in Demand Gen Report's 2020 Marketing Measurement and Attribution Benchmark Survey , 82% of the respondents said that measuring marketing performance is a growing priority for their company, and 54% said their ability to measure marketing performance and impact needs improvement or is poor/inadequate.

Multi-Touch Attribution 98

Multi-Touch Attribution Advertising Agencies Forrester Paid Search Agency 98

Customer Experience Matrix

APRIL 19, 2017

As it happens, airline technology vendor Sabre published a survey of airline executives just before the event. This is very unusual: as I wrote in a recent post , most surveys place organizational and measurement issues at the top of the list, with technology much less of an issue.

Marketing Management 198

Marketing Management Ethics Loyalty Customer Surveys 198

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

Customer Experience Matrix

MARCH 11, 2017

One of my favorite factoids comes from a Computerworld survey in which IT managers placed marketing technologies at 20th of 28 items on their priority list. Indeed, the Deloitte paper mentions marketing just 12 times in 140 pages, confirming the Computerworld finding that marketing systems barely register as a concern for corporate IT.

Enterprise Management 149

Enterprise Management Marketing Management Marketing Proposals Paper 149

ClickZ

FEBRUARY 4, 2021

In a new white paper, Sellercloud notes several promising post-pandemic ecommerce trends, including consumers’ willingness to branch out into smaller marketplaces and seek out D2C options in their search for goods. Sellercloud notes that 73-80% of consumers surveyed plan to maintain their new shopping habits.

eCommerce 111

eCommerce Advertising Channels Optimization Multi-Channel 111

Customer Experience Matrix

JUNE 15, 2007

Our friends at Accenture have once again illustrated the point with a paper “ Surveying and Building Your CRM Future ,” whose subtitle promises “a New CRM Software Decision-Making Model”. Of course, some vendors might disagree.) In short, this paper presents some potentially helpful insights. But am I a cynic?

Enterprise Management 120

Enterprise Management Work Management Marketing Management Paper 120

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. It’s not the result of reading white papers or attending conferences to discuss a hot new trend or grand concept. Focus beyond acquisition.

Enterprise Management 156

Enterprise Management Product Work Management Marketing Management 156

KoMarketing Associates

MARCH 30, 2017

The “2017 Content Preferences Survey Report” from DemandGen recently discovered that 46 percent of B2B buyers have moved towards shorter formats of content in the past year. Seventy-seven percent said the same about white papers, and 76 percent claimed that they have engaged with webinars for further insight.

Peer-to-peer 120

Peer-to-peer Buy B2B Marketing Process 120

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. The 2014-2015 Survey is Here! Second, B2B vendors lack critical content marketing assets designed to support the buying process.

Customer Surveys 120

Customer Surveys Marketing Websites B2B Vendors 120

The Point

MAY 16, 2018

No matter how much someone might hate their current product/solution/vendor, bringing in a replacement can be a painful process, particularly for anything involving technology. There are 2 key truths to keep in mind when mounting a competitive campaign: 1. People don’t want to replace what they have (AKA Inertia beats Risk). Again, I do not.

Campaigns 191

Campaigns Tips Demand Generation Agencies Lead Scoring 191

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

PureB2B

MAY 19, 2022

These are contacts who won’t be easily annoyed by a torrent of business topics and outreach efforts from several vendors. Building an authoritative presence on social media platforms like LinkedIn is a great way for vendors to become part of the? Lead qualification frameworks like CHAMP, BANT, and MEDDIC can help B2B vendors?

Lead Generation 62

Lead Generation Linkedin Tactics Sales Qualified Leads 62

Hinge Marketing

NOVEMBER 30, 2021

To investigate the answers to these questions, Hinge surveyed scores of business executives from six core professional services industries to create The Digital Transformation Imperative : a research report that addresses all of the above questions and more while exploring the pivotal trends impacting digital transformation now. .

Digital Transformation 80

Digital Transformation Work Management Marketing Management Service 80

KoMarketing Associates

MARCH 10, 2014

What elements of the B2B vendor site were most valuable? We came up with was a 30+ question survey, and with the help of the RAIN Group , their perspective on this information. The B2B buyer expects to qualify a vendor in a straight-forward process. Key Takeaway #2: B2B vendors lack critical content marketing assets.

B2B 120

B2B Demand Generation Agencies Validation Vendors 120

Webbiquity

SEPTEMBER 19, 2017

CoSchedule, a top content planning and research tool vendor, just released its State of Marketing Strategy Report 2017 , based on a survey of nearly 1,600 marketing professionals. Ebooks, checklists, online tools, and white papers can be effective at top-of-the-funnel lead generation, while webinars are effective mid-funnel.

Webinar Metrics 262

Webinar Metrics Marketing Report Marketing Strategy Marketing & Strategy 262

Golden Spiral

APRIL 18, 2019

official publication of AHIMA featuring multiple articles published daily, white papers, and resources for patients and caregivers. Healthcare’s Most Wired Survey. It analyzes data to identify key trends and issues, and works with vendor leadership to improve solutions. vendor performance data based on user feedback.

Work Management 102

Work Management Marketing Management Research Organization 102

SpotMe Blog

OCTOBER 7, 2023

You’re juggling hundreds of sessions, thousands of HCPs, and a mountain of spreadsheets, all while dealing with outdated, unsustainable, paper-based surveys that make HCP follow-up unmanageable. Polls, surveys and Q&A features (with the option to moderate) to actively engage attendees. 131 reviews) Capterra Score: 4.4 (14

Conference 52

Conference Enterprise Management Work Management Marketing Management 52

Customer Experience Matrix

OCTOBER 15, 2013

As I mentioned in last week''s post , I’m writing a paper on stages of marketing automation deployment. The paper itself will be available to Webinar attendees. The premise of the paper and Webinar is marketing automation has a problem: clients who don’t move beyond basic email functions are unhappy.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation BtoB 120

KoMarketing Associates

DECEMBER 8, 2015

Based what we’ve seen, experienced, and reported on, here are insights from over 50 surveys and benchmark reports, organized by overarching theme, we recommend for review, in preparation for developing B2B marketing budgets and program goals for the new year and beyond. source ). Content Marketing. source ).

Marketing Budget Creation 120

Marketing Budget Creation Marketing Budget Budget Programs Enterprise Management 120

Customer Experience Matrix

OCTOBER 6, 2015

The only defense I can make is I did promise a client a paper on the topic, which I finished Sunday night. In a survey of their own clients , marketing data analysis and campaign software vendor Apteco Ltd found that 12% of respondents were already using real-time data, 31% were sure they needed it and 37% felt it might be useful.

Marketing Management 120

Marketing Management Ideal Customer Profiles Case Studies Buyer Personas 120

ViewPoint

MARCH 27, 2014

Co-hosts Paul and Allan tee up the show by discussing several hot news items relevant to the B2B market - Here’s what they noshed on, on Episode #5: According to the latest CMO Survey, 85% of CMOs either have not shown any impact from social media spending or have only a qualitative sense of its effectiveness.

Social Media 120

Social Media Work Management Marketing Management Media 120

Martech

JANUARY 3, 2022

When asked which marketing tools are most likely to be used during the week, 70% of the marketing operations professionals replying to the 2020 Career Survey put marketing automation and campaign management solutions at the top of their list. Model 1: The marketing operations 1-armed paper hanger.

Digital Asset Management 117

Digital Asset Management Enterprise Management Work Management Marketing Automation Services 117

Hinge Marketing

MARCH 26, 2020

They also use these tools to vet their buying options—reviewing potential vendors’ websites and asking peers in social media for their opinions and experiences. . An overwhelming percentage of professional services buyers are using digital channels and tools to find their vendor candidates, then using digital tools again to evaluate them.

Marketing Budget 121

Marketing Budget Work Management Marketing Management Webinar Metrics 121

The ROI Guy

AUGUST 12, 2015

A recent survey revealed that 78% of sales execs say that even though content is an important element for effective selling, only 40% believed their current content is actually helping make a difference in engagements. The Economist) It’s time to end “Death by Powerpoint and a 1,000 WhitePaper Cuts ”.

Paper 40

Paper Marketing Budget Demand Generation Agencies Storytelling 40

Zoominfo

JUNE 4, 2019

A recent survey done by the Content Marketing Institute shows 75% of respondents believe in-person events are an effective marketing tactic. In fact, in-person events ranked highest on the list, above tactics such as webinars/webcasts (66%), case studies (66%) and white papers (63%) ( source ).

Trade Show 187

Trade Show Planning Zoominfo Paid Search Agency 187

Martech

OCTOBER 12, 2021

“The problem that exists is that, when CRM came about as a technology, the idea was to literally take paper records of people, bring them into computers and create databases of your customers. We also observe HubSpot’s continued elevation from serving SMBs to challenging those vendors that primarily serve enterprise customers.

Hubspot 103

Hubspot CRM Enterprise Management Marketing Automation Services 103

WriteSpark

JULY 9, 2013

White papers, video tech talks, FAQs, case studies, and buying or application guides are content ideas to consider. TechTarget notes that IT buyers would welcome help from vendors in making those comparisons. These buyers seek content that will help them progress from basic to advanced topics in their new technology focus.

Planning 120

Planning Content Marketing Comparison FAQ 120

WriteSpark

JULY 9, 2013

White papers, video tech talks, FAQs, case studies, and buying or application guides are content ideas to consider. TechTarget notes that IT buyers would welcome help from vendors in making those comparisons. These buyers seek content that will help them progress from basic to advanced topics in their new technology focus.

Content Marketing 120

Content Marketing Planning Comparison FAQ 120

ClickZ

FEBRUARY 21, 2020

30-second summary: Following a survey and some editorial research, we have highlighted 10 people we think are either respected industry guardians, or are making some noteworthy contributions to the marketing technology space. Nearly every person in our survey had him as one of their top five leaders in marketing technology sector.

Enterprise Management 144

Enterprise Management Work Management Marketing Management Advertising Agencies 144

ANNUITAS

SEPTEMBER 29, 2016

Buyers may use social media to help create a short list of potential vendors, but struggle with it as a tool to help in the final stages of the decision making process. It is more likely that they are looking for a solution to a problem than a vendor for a product.

Social Media 164

Social Media Social Marketing Demand Generation Agencies B2B Marketing 164