Articles
B2B Websites Still Not Effective
If your website isn't the online engagement cornerstone of your marketing strategy, these pointers will help you transform it to deliver on the needs of the complex purchase decision makers.
Every B2B Website Click Should Grow Engagement
Is there a strategy to the way you deploy content on your B2B website? Well, you need one. By synthesizing the navigation paths against buyer personas, profiles and thought processes, every click can strengthen engagement with your buyers.
B2B Back Door Evaluation Audit
The primary method B2B buyers engage in to conduct initial research for a complex purchase is search. When your buyers drop onto your B2B Website through the back door, is each internal page they could land on primed to drive buyer engagement?
Revamp Your B2B Website Content to Drive Buyer Momentum
When you embark on a B2B website redesign, make sure that your use of content is a strategic consideration. The questions in this article will help you employ a buyer's perspective to ensure your website resonates and build momentum with them during their buying process.
Consider Context When Scoring Leads
Lead scoring is evolving to provide marketers intelligence that helps them determine a buyer's level of engagement. To ensure your scoring process is valid, consider the context of content, roles and frequency as addressed by your lead scoring efforts.
Lack of Measurement Means Ineffective Marketing
lead momentum? A recent survey showed that 65 percent of 3,000 global marketers said their marketing spend had no discernible effect on consumer behavior. Inability to gather real-time buyer intelligence, activate lead scoring and improve marketing interactions means this is unlikely to improve.
Marketing Measurement Goes Beyond the Numbers
Marketing metrics and measurement are only as valuable as the actions and intelligence they empower to drive your buyers' momentum. Without context, the numbers can be misleading. Find out how to dig beyond surface numbers to get meaning from the metrics.
Give Prospects More than Feeds 'n Speeds
Facts are dry. Facts are without the context of the how, why and what. Facts that fly in the face of what prospects believe or “know” won’t get you any traction in your marketing. Even if they’re brilliant. Unless you use them as evidence behind a compelling story.
Create a Marketing Story Campaign
The difference between a marketing story and another communication is perspective and the willingness to give attention. Applying specific questions as you develop your marketing story campaign will ensure that your contextual content invites and sustains buyer engagement.
Marketing Stories Drive Interactions
By focusing your communications on stories, your strategic marketing communications will create lead momentum through interactions. Stories work because they are more easily seen as personalized communications. Stories have a higher propensity to be embraceable by your audience, which means your company will generate a more active relationship with buyers.
Value is Perception
Does your B2B marketing content really position your company in a way that's valuable to your prospects and customers?
Use Personas to Engage Target Markets
This article discusses the importance of a persona in helping marketers increase the relevance of their interactions with prospects. The article includes an excerpt on personas from Ardath's book, eMarketing Strategies for the Complex Sale.
Handicapping Your Target Market
Creating personas is a lot like handicapping horses. It's an ongoing process that shifts continuously. But, only by handicapping, can you being to build personas that help you connect better to your B2B buyers.
Smooth Buyer Transition from Marketing to Sales
Your buyer's process of buying doesn't include a line drawn between marketing efforts and sales activities. They look at the whole process as their evaluation of whether or not to buy—from you. By connecting marketing and sales smoothly you'll have a better shot at keeping your buyer engaged in making the decision to purchase.
Marketing to Go
Online content marketing programs are facing on-demand pressures to meet today's culture of constant change. Content development needs are increasing, yet the time buyer's have to engage is limited. Use bite-sized knowledge pieces to lift opportunity conversion and extend buyer attention.
How Sales Conversations are Changing - and what you can do about it
The reality is that there’s a critical gap between what salespeople know well and what buyers want to discuss. Considering that 53% of purchase decisions are made based on the buyer’s perceived quality of sales conversations, companies need to take action to transform their experience. This article provides 3 steps to take to create sales conversations that move prospects closer to buying.
Why Sales Needs Conversational Toolkits
If salespeople are ignoring marketing content, chances are, there's a good reason. It's not working. Find out what a conversational toolkit is and why it can make the difference between closing sales or losing the deal.
Position Sales as a Value Provider
When marketing hands off a lead to sales, how does the sales rep establish the transition from nurturing to sales activities? The degree of their success revolves around the ability to create a targeted and personalized message.