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6 Ideas to Create More Relevant Lead Nurturing Emails

B2B Lead Generation Blog

Tweet I’m writing this post while attending the ExactTarget Connections 2014 event. I’ve learned a lot from listening to the sessions and speakers here. As I listened to attendees and speakers, I frequently heard the same keywords, such as: Personalization. But something I wanted to hear more about was relevance. They’re looking for reasons to delete them.

Lead Nurturing: What it is, and what it is not

B2B Lead Generation Blog

Tweet Building on my post last week , I was reminded of a conversation I had with a marketer who was meeting with her new boss to explain the need for a new lead nurturing strategy. Starting to get my point? Pretty, well-designed fluff is not going to “feed” your prospects. Randomly calling leads every four weeks to see if they are ready to buy.

Marketing Automation: Lessons from 4 case studies

B2B Lead Generation Blog

Lead generation, lead nurturing and determining the time for the handoff to Sales would be extremely difficult without that technology. Add lead scoring and tracking through that final conversion to sale and the task is flat out impossible without automation. Luckily, for B2B marketers there is a wide range of marketing automation options out there from relatively simple solutions that help streamline email marketing to full-blown packages that seem like they do everything but automate the lights and thermostat at the office. Scalability. Results?

Why Servant Marketing Matters

B2B Lead Generation Blog

Tweet As I talk to marketing and sales leaders, I hear this reoccurring theme: “I want to do something that really matters; I want to feel what I’m doing is really making a real difference.” ” I feel the same way, but I’ve painfully learned that it’s futile to make changes outside before we make changes inside. This requires a different kind of thinking to drive a different way of marketing. Instead, they’re saying, “We need to solve a problem.”. believe this idea can also be applied to sales and marketing.

4 Steps to Lead Nurturing: Walking the buying path with your customers

B2B Lead Generation Blog

The one thing I can guarantee you about the journey is that more is not better if you don’t know how to nurture. The The goal of lead nurturing is to help progress leads from initial interest toward purchase intent. That said, I’ve seen companies spend most of their budget getting people to raise their hands but not putting enough toward progression. It’s about progression.

Is B2B Content Engagement Heading In The Wrong Direction?

Tony Zambito

When it comes to the state of B2B content marketing and engagement, this proverb is on the mark.   According to a recent study by Track Maven , one among a few on this topic, shows both B2B and B2C marketers have increased their publishing of content in 2015 by as much as 35 to 40%. They also believed there should be 3 to 4 types of content for each stage. 

A Beginner’s Guide to Business-to-Business Marketing Automation

B2B Lead Blog

Business-to-business (B2B) marketing is largely an online endeavor, as businesses can easily connect with other businesses via digital channels. Since marketing automation can streamline digital marketing, it’s an ideal tool for B2B marketing. Here are some tips to optimize your B2B marketing strategy with marketing automation software. Reach More Channels Email marketing has served as […]. Marketing Automation marketing automation

The Emerging Importance Of B2B Ethnography To Buyer Personas

Tony Zambito

There are two additional concerns CEOs are finding of increasing importance to the growth, as well as, survival in competitive environs. CEOs and their organizations are finding it hard to keep pace with new digital technologies. These three pressing concerns are causing CEOs and CMOs to reevaluate how to understand their buyers and their abilities to help buyers achieve their goals.

4 Myths Preventing True B2B Customer Understanding

Tony Zambito

There is a big problem when it comes to B2B customer research.  And, most B2B executives may be unable to see or recognize the problem.  Rather than, to explore new concepts, hypotheses, uncover new opportunities, gain revealing insights into issues, and seek new innovative ideas. Myths Hurting B2B Marketing And Sales. by Alex Auda Samora. Enjoy.).

5 Ways B2B CMOs Can improve Audience Development With Buyer Persona Research

Tony Zambito

The term, audience development , has become more ubiquitous in the world of marketing.  A recognition of the growing importance of digital content marketing to overall marketing strategies today.  For B2B CMOs, the idea of audience development and engagement can be perplexing.  Questions I often receive when working with CMOs specific to B2B. by Gregor Črešnar.

Story + Video = Powerful B2B Marketing

acSellerant

B2B products and services are complex. It’s nearly impossible to communicate effective B2B marketing messages in a brief enough time frame for today’s short attention span prospects. Well-produced video is a way to get peoples’ attention and hold it. Online video marketing professionals work with clients to uncover stories about their businesses.

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Use Buyer Persona Research To Improve B2B Customer Experience

Tony Zambito

Customer experience has been and will continue to be one of the major influences on how buyers make choices.  Recent research by SiriusDecisions found that for 80% of B2B buyers surveyed, customer experience counted as the top significant reason why they chose to work with a specific provider over another.  State Of B2B Customer Experience Is Unhealthy. Would you agree?

How B2B CMOs Can Achieve Customer-Centric Marketing With Buyer Personas

Tony Zambito

recent survey by B2B Marketing, in conjunction with the UK-based agency Tomorrow People, indicated only 38% of marketers considered their content to be “very customer-centric.” Although the concept of buyer personas were founded nearly 14 years ago, the maturity of buyer persona development as a means to achieve customer-centric B2B marketing has some ways to go.

How Understanding The Goals And Intent Of Buyers Can Transform Marketing

Tony Zambito

Leading to more effective online engagement, content design, and sales conversations. However, what is missing are the intent and the goals driving a person or a team to embark on such a journey. But was it something that was going to really transform our marketing?  I don’t think so.”. because they are related to how one goes about performing their tasks and activities.

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Five B2B marketing beliefs and trends debunked

Biznology

Here are my top five beliefs and/or trends that seem wrong or wrongheaded, and need someone to shine the light of day on them. B2B is a market. The definition of business-to-business is and never was meant to be a description of a market, but rather the type of organization that is sold to by a company vs. consumer, government or institution.

Confusing Customer Segmentation, Buyer Profiling, and Buyer Personas Harms Marketing

Tony Zambito

In the 15 years since originating the concept of buyer personas in 2001, there has been one issue that continues to plague fully understanding exactly where, how, and why buyer personas can be beneficial.  believe, in part, the issue is fertilized by efforts to capitalize on the emerging popularity of the term buyer persona.  It is important for the term goals not to be used loosely. 

The Power of Story for B2B Marketing

acSellerant

Stories have the power to influence and persuade. Stories have a special appeal to human brains. We are hard-wired to be fascinated by stories. Every culture bathes their children in stories to explain how the world works. We have evolved to pay attention to stories, to remember them and to retell them. In one class, we had a memory exercise.

The Telltale 8% Drop In Content Marketing Effectiveness

Tony Zambito

The index fell by nearly 778 points or almost 7%.  In October of that same year, the Dow tumbled yet another 733 points, or by 8%.  It goes to show you that sometimes, numbers being relative, an 8% drop can be significant and historic. The annual Content Marketing Institute and MarketingProfs B2B Content Marketing Benchmark Study 2016 is quite startling. by Aha-Soft.

Mapping Buying Experiences: Creating Growth Through Aligning With Buyer Goals

Tony Zambito

Engaging new buyers and repeat customers are the lifeline to achieving growth. Recent surveys of CEOs by IBM, PWC, and KPMG all point to major concerns and priorities in expanding the lifeline to growth. Creating distinctive and engaging experiences, as part of how people and businesses go about making purchases, is getting more attention today than ever.

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7 Elements Of Customer Understanding The C-Suite Must Master

Tony Zambito

Changes in customer and buying behaviors continue to rock the very foundations of many industries. According to recent surveys by PWC, Forrester, IBM , and McKinsey, disruptive trends in customer and buying behaviors are expected to continue over the next five years. Companies today will need to develop an integrated view of customer research. by Yarden Gilboa.

B2B Video Stories Achieve the Impossible

acSellerant

The ‘Impossible’ we’re referring to is effective AND affordable B2B marketing videos. It’s challenging to produce videos that people will watch, that clearly communicate value propositions and benefits, AND  do it at a price that mid-sized businesses can afford. People are hard-wired to pay attention to stories, to remember them and to share them with others. Successful B2B salespeople know that stories sell. Contact us to discuss how we can help you articulate and communicate it in a compelling way.

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How To Lead With Customer-Focused Content

Tony Zambito

Content is ubiquitous in all phases of life and in business.  In fact, it is getting harder and harder to find a slice of time where content is not invading precious personal or business space. The fact that senior decision-makers may choose to employ the use of “content gatekeepers” to administratively handle the volume of content is telling in of itself. 

Pursuit Of Goals Drive Buyer’s Journey

Tony Zambito

Admittedly, the app serves very well as a motivator to stop at Starbuck’s versus elsewhere. So that I continue to reach the goal of enough stars to get the occasional free drink plus other offers. The insights gleaned from such mapping can contribute to improving processes and experiences for customers and buyers.  The implications to marketing and sales are profound. 

State Of Buyer Personas 2016: Strong Correlation Between Effectiveness And Goals

Tony Zambito

What is clear is buyer personas are now entering the mainstream of dialogue when it comes to overall customer understanding. . wish to thank the (124) respondents of the State of Buyer Personas 2016 Survey for taking the time to complete the survey.  This jumped from 14% to 30% as well. Again, a correlation to effectiveness as well. by Scott Lewis. New Directions.

Capturing the Voice of Your Customer for B2B Video

acSellerant

We just don’t know how to find them and document them.” ” This is an easy problem to solve. And customers talk about business results – not product features. Like this: Customers tell me things when I interview them that they’d never tell your salespeople when they’re selling to them. People are much more open when they know they are not being sold to. promise to never attribute their comments to them by name. They often express surprise and admiration that the vendor I’m working for cares enough to have someone interview them.

Buyer Decisions Are Not What You Think

Tony Zambito

Leading to many strategies and tactics devoted to attempts to market or sell to the rationale behind decisions and buying processes.  Of late, the term “buyer’s journey” has come into vogue.  Essentially another name for mapping the buying process.  It is yet another example, however, of the search to understand the process of decision-making. by Gregor Črešnar.

Informed Customer Understanding Should Guide Marketing

Tony Zambito

At the start of every year, CMOs and their teams can be besieged by proclamations of the three, four, five, or six things that they must do to succeed in marketing.  Each of these proclamations can come with dire warnings that if you do not heed this advice, then you are bound to fail.   With some challenges easy to define and some not so easy to clarify. 

Study Confirms Importance Of Qualitative Research To Success With Buyer Personas

Tony Zambito

recent survey conducted by Cintell*, entitled 2016 Benchmark Study On Understanding B2B Buyers , indicates that high performing organizations utilized qualitative research for their buyer personas.  The study focused entirely on the use of buyer personas for understanding B2B buyers. Documentation Leads To Effectiveness. This is certainly anathema to qualitative research.

Goal-Directed Marketing: How Marketers Can Help Buyers Achieve Their Goals

Tony Zambito

Many CMOs today are faced with a dilemma.  As digital interactions and media become more intertwined into everyday life, marketers need to respond. Yet, as CMOs invest and allocate more to content and digital media, the returns are not occurring as hoped. However, approaches to understanding buyers have only evolved marginally in the same time period. Goals Matter To Buyers.

Overcoming The Content Personalization Challenge With Buyer Persona Research

Tony Zambito

It is clear that one of the top challenges facing marketing, especially B2B marketing, is the ability to connect with potential buyers on a personal level.  This coincides with previous studies and surveys showing content marketing effectiveness continues to be an enormous struggle.  Even hearing verbatim “our strategy is to implement content technology this year.” 

How B2B Leaders Are Understanding Buyers Better With Behavioral Buyergraphics

Tony Zambito

B2B Buying Process Today © All rights reserved by Kenny Madden. In the business-to-business world, the quest to connect with decision-makers has been and most likely will continue to be the main challenge confronting B2B leaders.  Meeting this challenge successfully is the essential lifeblood of survival for many B2B companies. 

Predictive Buyer Modeling Is Changing the Future of B2B

Tony Zambito

would not be surprised today if a group of B2B executives said they were using fortune tellers to peer into a crystal ball to make predictions about the future.  The ability to make decisions based on predictions is becoming an essential attribute for B2B executives.  Bringing a qualitative interface to the quantitative analytics. Image via Wikipedia.

3 Ways To Connect With Today’s B2B Buyers

Tony Zambito

This is part 4 of a limited series on why buyer choice modeling is the new view B2B Business must adopt to improve revenue performance and develop long lasting relationships with buyers. Connecting with today’s B2B buyers is on the minds of most CEO’s and their teams today.  Not too long ago, reaching and connecting with B2B buyers was a straight forward proposition. 

Beyond Buyer Profiling To Buyer Personification

Tony Zambito

Segmentation has been a staple of business marketing and sales for several decades. The concept of breaking down a potential market or industry into smaller target segments is a standard technique taught in business schools and used by many organizations. Beginning in the 1980’s and 1990’s, we began to see a shift to individualism. by Evan Shuster.

The Single Buyer Model: A Dangerous Road Towards Competitive B2B Marketing

Tony Zambito

Many B2B Marketers today are faced with the daunting tasks of connecting with buyers in new ways and using new mediums that are still in infancy.  New tactical approaches have been introduced at a rapid rate and some old ideas repurposed with new labels – all in an effort to find the ever flowing fountain of gaining buyer attention.  Sales role was to target the single buyer. 

What the growth of inside sales means to B2B marketers

Biznology

The speaker claimed that inside sales has outstripped outside sales in B2B, a statistic that both surprised me and got me thinking.  On reflection, I suppose I shouldn’t have been surprised, since phone-based selling is so much more efficient than hitting the road to make face-to-face sales calls. Interestingly, inside sales reps appear to be more effective as well. 

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5 Ways New Buyer Behaviors Are Impacting B2B Sales

Tony Zambito

For many in B2B sales, from senior leaders to sales representatives, it may be a discouraging time.  If you follow conventional and social media closely, the storied demise of sales has been told many times. 

The Buyerology of the Buyer: How B2B Leaders Respond to the Psychology of Buyer Choice

Tony Zambito

This is part 3 of a limited series on why buyer choice modeling is the new view B2B Business must adopt to improve revenue performance and develop long lasting relationships with buyers. . When it comes to understanding the psychology of the buyer, much has been done in the world of B2C to get inside the mind of consumers to understand buying choices and preferences. 

State Of Buyer Personas 2016 Survey

Tony Zambito

Each year, since originating the concept of buyer personas in 2001-2002, I have reflected and offered a perspective on the state of buyer personas.  As in last year, I wish to incorporate the use of a survey to offer a comprehensive view of the state of buyer personas.  From advice on how to do interviews to what elements to include in buyer persona descriptions. 

Why CMOs Should Stop Being Addicted to Pay-per-Click Ads

Buzz Marketing for Technology

Better yet, the price was just right, ranging between 15 to 25 cents per click. It seemed like a great tool to grow our website traffic, as well as an effective means for generating unique leads. There was no doubt in my mind we were going to scale this campaign. So the typical reaction is to change the ad around and run it again.

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