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Carri Bugbee

Lead nurturing 101 - B2B Marketing - 0 views

blog.marketo.com/...7_lead_nurturin.html

lead generation business-to-business B2B btob marketing sales lead nurturing

shared by Carri Bugbee on 02 Apr 12 - No Cached
  • Research from Forrester, CSO Insights, Brian Carroll – as well as Marketo’s own research –demonstrates the ROI of lead nurturing. In particular, companies that excel at lead nurturing: Decrease the percent of marketing-generated leads that are ignored by sales (from as high as 80% to as low as 25%). Raise win rates on marketing-generated leads (7% points higher) and reduce “no decisions” (6% lower). Have more sales representatives that make quota (9% higher) and a shorter ramp up time for new reps (10% decrease).
Carri Bugbee

B2B Marketers: Start now; you must understand your buyer's journey - Musings - 0 views

www.informing-arts.biz/...ters-the-journey-is-the-reward

B2B business-to-business btob marketing buyer's journey

shared by Carri Bugbee on 02 Apr 12 - No Cached
  • Painful Con­se­quences of the Sta­tus Quo for B2B Marketers Accord­ing to a recent report by For­rester, here are some of the typ­i­cal con­se­quences of tra­di­tional B2B mar­ket­ing, approaches that haven’t responded to the new realities: Only 12% of tech mar­keters say they have a “very strong” rela­tion­ship with their sales coun­ter­parts when it comes to achiev­ing align­ment on sales pipelines, processes for man­ag­ing leads, etc. Half are unable to reach solid agree­ment on basic things like busi­ness targets. No vis­i­bil­ity into what’s going on with the buyer (or buyer com­mit­tee) once the lead moves into the sales pipeline. Chaotic engage­ment with the cus­tomer, siloed com­mu­ni­ca­tion chan­nels, incon­sis­tent mes­sages, lost opportunities. Too many tools, too lit­tle inte­gra­tion, too much over­lap, wasted spend.
Carri Bugbee

Buyer Personas, Content Strategies Fuel Successful Marketing Campaigns - Musings - 0 views

www.informing-arts.biz/...to-offer-more-relevant-content

buyer personas content strategies marketing business-to-business btob B2B lead generation content marketing

shared by Carri Bugbee on 02 Apr 12 - No Cached
  • To improve sales pro­duc­tiv­ity mar­keters must pro­vide rel­e­vant infor­ma­tion to sup­port the needs of both key deci­sion mak­ers, as well as the buy­ing influ­encers. Effec­tive lead nur­tur­ing cam­paigns are highly depen­dent upon the avail­abil­ity of rel­e­vant con­tent, for each key touch­point through­out the buy­ing cycle. B2B mar­ket­ing automa­tion experts like Elo­qua and Mar­keto say that this con­tent should be rel­e­vant to the buyer’s role and key busi­ness issues, not just to the appli­ca­tion or solu­tion under consideration.
  • 45% of CMOs sur­veyed say they are faced with “mar­ket­ing to a grow­ing num­ber of peo­ple involved in the buy­ing process,”
  • A buyer per­sona is a detailed pro­file of an exam­ple buyer that rep­re­sents the real audi­ence — an arche­type of the tar­get buyer. Mar­keters can use buyer per­sonas to clar­ify the goals, con­cerns, pref­er­ences and deci­sion process that are most rel­e­vant to their cus­tomers. Imag­ine how effec­tive mar­keters could be if we would all stop mak­ing stuff up and start align­ing our mes­sages and pro­grams with the way real peo­ple think.
  • ...2 more annotations...
  • ead nur­tur­ing cam­paigns are heav­ily depen­dent on high qual­ity con­tent that can be served up to the right per­son, at the right stage of the buy­ing cycle. With­out that con­tent, lead nur­tur­ing ini­tia­tives can­not deliver supe­rior results.
  • Map Buy­ers to Content Once you’ve iden­ti­fied key buyer per­sonas and devel­oped a POV on how best to inform or moti­vate them, you’ll want to turn that into a con­tent map. B2B mar­ket­ing automa­tion Mar­keto pro­vides sev­eral resources to help with con­tent map­ping. For exam­ple, Marketo’s blog shows a grid that you can adapt, with rows and columns to map the con­tent you have (or need to cre­ate) for each key buy­ing role, for each key stage of the buy­ing cycle.
  • Carri Bugbee on 02 Apr 12
     
    Develop Buyer Personas When build­ing your con­tent strat­egy, don't over­look the crit­i­cal impor­tance of iden­ti­fy­ing key buyer per­sonas and char­ac­ter­iz­ing their respec­tive needs as they progress through the buy­ing cycle. For exam­ple, if a CMO, CFO, and VP of Mar­ket­ing Oper­a­tions all need to say yes before you can make a sale, how do you address their dif­fer­ing concerns? What's a buyer persona? "A buyer per­sona is a detailed pro­file of an exam­ple buyer that rep­re­sents the real audi­ence - an arche­type of the tar­get buyer. Mar­keters can use buyer per­sonas to clar­ify the goals, con­cerns, pref­er­ences and deci­sion process that are most rel­e­vant to their cus­tomers. Imag­ine how effec­tive mar­keters could be if we would all stop mak­ing stuff up and start align­ing our mes­sages and pro­grams with the way real peo­ple think.
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