One
of the biggest challenges of content marketing is catering to the
busy schedules of your prospects without sacrificing valuable
insight. It’s all too easy to lose sight of this fact—that is,
until someone on your sales team emails you saying, “Yeah….that
17-page “Guide to
Generating Leads with Display Advertising” you just wrote? It’s
great and all, but I what I really need is a 2-pager on the same
topic.”
Does this sound familiar to anyone?
Comprehensive guides definitely have their place in...
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There’s
a lot of content out there about the “typical” marketing/sales
funnel when it comes to business purchases. Marketers put a lot of
weight on this funnel, as it can be a good indicator of what type
of content we should provide, how often and in what ways we should
nurture leads, and what sort of marketing investments we should
make in various online marketing channels.
But it’s always good to have a reality check. Bizo recently
migrated to a new blogging platform, and I thought this...
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If you
market to business professionals, you’re no stranger to the
complexities of the buying cycle. In most cases, prospective buyers
don’t sign on the dotted line immediately—it’s a gradual process,
beginning with awareness and education, fueled along by solid
nurturing, and then stages of evaluation, proposals, and
negotiation, before the final purchase is made (if we’re
lucky).
When
the deals are signed and we’re patting ourselves on the back, it’s
tempting to say that a specific marketing...
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As marketers, we now have the ability to impact the direction of
our respective businesses like never before. We’ve entered the age
of the revenue marketer where we strive to tie every marketing
dollar invested to revenue contribution -- and we look to test,
measure, and learn from everything we do. We also now have the
systems to help accomplish this and really shine in our
roles.
But, we may have a blind spot.
The immediate gratification of today’s leads may be causing us to
spend a...
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For online marketers who target business
professionals, the “click” is always just the beginning. Most B2B
sales cycles are long and require solid relationship building with
prospects. Email is a great tool to help with this sort of lead
nurturing, but it also relies on having accurate contact
information for a lead, and influencing the prospect or customer
takes place within the confines of the inbox. What’s more, if your
potential customers are on email only 8.3% of the time that...
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