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How to Create and Align Your Content with the Buyer Journey

Marketing Insider Group

Understanding the needs of your customers is a vital element in the definition of content marketing. Those insights lead to one of the biggest trends in Content Marketing: we need to develop content for the every stage of the buyer journey. Few companies have too much product content. It is a top tactic.

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Respect the Funnel: Why B2B Marketers Can’t Shortcut the Buyer Journey

The Point

Why B2B campaigns that attempt to short cut the buyer journey are destined to disappoint

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How Mid-funnel Content Can Be Your Secret SEO Weapon

Ahrefs

For instance, AI Overviews and the commoditized answers Google serves directly in search results mean fewer top-of-funnel clicks reach websites. There are also fewer clicks for bottom-of-funnel keywords as Google inserts itself in the conversion process. For example, if you … Read more ›

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What is Mid-Funnel Content Marketing & Mapping it in the Buyers Journey

NuSpark Consulting

From the time they first hear about your offering or realize they need a solution, to the purchase and after-sales relationship, they are moving through your sales funnel. At every stage of the buyer’s journey, it’s important to understand what information they need when and to find ways to provide it.

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100 Pipeline Plays: The Modern Sales Playbook

Meet your modern sales playbook - See how high-performing sales and marketing teams increase pipeline year-over-year. Apply tested plays to your funnel - Use real-world scenarios, triggers, actions and expected results to improve your entire funnel. Close more deals with these winning plays!

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2020 Content Marketing Trends – Content for the Buyer Journey

Marketing Insider Group

Understanding the needs of your customers is a vital element in the definition of the content marketing. Those insights lead to one of the biggest trends in Content Marketing: we need to develop content for the every stage of the buyer journey. Few companies have too much product content. It is a top tactic.

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Why bottom-of-the-funnel SEO is the game-changer your B2B needs

Martech

Too often, companies focus SEO efforts on driving traffic with top-of-the-funnel content and keywords. While this approach can generate traffic, it often fails to convert them into leads and sales. In B2B, the opportunity is in optimizing for bottom-of-the-funnel queries and conversions. Get more leads.

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Maximize Your ABM

Speaker: Jeff Marcoux, VP Product Strategy & Marketing at TTEC

Achieve full cycle ABM: Moving beyond the top of the funnel. In this session, Jeff Marcoux, VP of Product Marketing and Product Strategy at TTECH, will share how to: Start with the minimum viable ABM tech stack and scale up. Utilize fit, intent and engagement data to maximize your efforts.

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Cold Calling Tips and Tricks

In fact, less than 2% of today’s cold calls actually result in meetings, and 63% of sales professionals say it’s what they dislike most about their jobs. If you’re looking to perfect your cold calling techniques, download ZoomInfo’s latest eBook for a number of cold calling tips to help generate more leads to fuel your funnel.

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Why Marketers Must Shift Conversations from Replacing Customers to Retaining Customers

Speaker: Ardath Albee, B2B Marketing Strategist and CEO, Marketing Interactions

She’ll show how the focus has moved from funnel to lifecycle, and the new battleground that is lifetime value and retention. Join Ardath Albee, CEO of Marketing Interactions, as she takes you through lessons learned going through this change at many different companies.

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The ABM Benchmark Survey

Download the report to learn more about: The strategies and technologies ABM marketers are using to increase ABM successes Why it’s important to shift toward more targeted, personalized assets How marketers are meeting buyers' demands for self-service journeys Which metrics and marketing KPIs matter across the ABM funnel

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How to Use Video Throughout the Buyer's Journey

Speaker: Zach Basner, Director of Video Training and Strategy, IMPACT

Forrester Research Group reports that on average 70% of a buyer’s purchasing decision is made before engaging with a sales team. For many of us, that means we must become great educators and provide the best answers for our prospects at every stage of their journey. Why top-of-funnel "explainer-style" videos aren't enough.

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16 Go-to-Market Plays for Your Entire Sales Funnel

Nurturing leads through your sales funnel is a daunting task for many business development teams, especially at the scale required to achieve lofty growth goals. That’s why we’ve gathered some of the best go-to-market plays from our own B2B sales and marketing pros and packaged them here for you.

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Creating B2B Engagement, Not Just B2B Content

Speaker: Kate Jacobsen, Marketing Programs Manager, BrightTALK

Marketers are generating more and more content to educate and nurture prospects through the sales pipeline. But for many, it’s becoming harder than ever to identify and implement effective methods to connect with the ideal buyer. The solution isn't creating more content—it’s getting the most out of what you have on hand.

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Your Recipe for Inbound Success

Speaker: Jen Spencer, VP Sales and Marketing, SmartBug Media

And the best part is, it can apply to content for all stages of your funnel! Jen will dive in deep how she did this at a fast-growing SaaS company that shows, among many other things, how you can use buyer personas and establish a cadence to ensure that your content is seen at the right stage of the buyer's journey.