Beyond

Trending Sources

Why do B2B buyers decide to buy? The Buyersphere Report reveals thinking behind the buying process

Beyond

Why do B2B buyers decide to buy? If there is a golden moment for B2B marketers, it is the very outset of the buying process. When the blue touchpaper is first lit, and buyers finally decide that they have to buy… At this point the buyer is hungry for information. So we thought that part of Base One’s annual Buyersphere Research into the attitudes of B2B buyers should cover this fascinating stage in proceedings. We asked 500 B2B buyers to tell us the reasons behind a recent purchase (of at least £20,000), and the results were remarkable.

Buy 62

The Winning Habits of Successful B2B Brands

Beyond

What do successful B2B brands do that you don't? Check out the 4th and final part of our Buyersphere B2B research series. In particular, the research investigates: • Familiarity with the brand before the buying process. In B2B, the buying process is a long one, and insight into how brands can be the “last man standing” is invaluable.

Why do B2B buyers decide to buy? The Buyersphere Report reveals thinking behind the buying process

Beyond

A Buyersphere mini-report by Base One and B2B Marketing. Produced in association with McCallum Layton and Research Now

Filling The Knowledge Gap: How B2B Buyers Seek Information To Make A Purchase.

Beyond

What information do B2B buyers want from you? B2B buyers do not make hasty decisions. Not only do they begin the buying process from a position of considerable knowledge, they also spend significant time acquiring the additional information they need to make the best possible choice. It was therefore one of the key aims of the new Buyersphere research into B2B buyer behaviour to look at how they acquire that information, and what they expect of the brands on their radar. Buyersphere mini-report by Base One and B2B Marketing. Quite the opposite.

Content Methodology: A Best Practices Report

benchmark report, 76 percent of B2B marketers and 77 percent of B2C marketers. and over half of both B2B and B2C marketers are not clear on what a successful. with strong content processes, measurement tools, and enterprise-wide buy-in. experimental initiative at most brands, buy-in from the bosses is key to success. Wants to buy a home, but doesn’t know. Content.

Mapping Buying Experiences: Creating Growth Through Aligning With Buyer Goals

Tony Zambito

In order to learn how to create distinctive buying experiences, businesses are embracing new means and approaches. While in B2B marketplaces, these approaches may represent first-time efforts brought on by rapid changes in digital technologies and buying behaviors. Missing significant shifts in how buying, in general, is being redefined. Aligning With Goals.

Buy 126

Programmatic Ad Buying: What Does It Mean for B2B Marketers?

The Point

You could make the case, as I will, that of all the new technologies to enter the marketing technology landscape of late, the two with the potential to have the biggest short-term impact for B2B marketers are Predictive Analytics and Programmatic Ad Buying. Let’s start with a definition. audience creation leveraging third party data sources. contextual targeting.

Ads 94

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%. And, let’s not forget that B2B companies believe they may have 3-4 unique buyer personas. 

New Report: Improve The B2B Buying Process With Social Proof Marketing

Influitive b2b

In the B2B software world, it’s a buyer’s market. In fact, the 2015 B2B Buyer’s Survey Report (sponsored by DemandBase and Demand Gen Report), found the top three resources that buyers rely on when researching potential vendors were: In addition, access to all of this information is making the buying cycle longer. The answer: social proof marketing. Increase social media buzz.

Evangelizing a Content Marketing Program

Consider: Content Marketing on the Rise &86% B2B Marketers are now using content marketing in. strategic fashion 77% B2C Marketers 76% 69%& B2B Marketers are creating more content than they. Most people will not buy a jet engine during. report, only 21 percent of B2B marketers say that they’re. All rights reserved. Introduction 4 II. Why This Guide 6 III. Instead, most.

B2B Email Lists Buy Guide

Lead411

Are you looking to buy a b2b email list for sales & marketing, but want to make sure you receive high quality data? When I first founded Lead411 I could count on my hand which companies sold b2b email lists. would say that 95-100% of these offers are scams… but recently I have noticed some of these providers in the top 10 in Google for the phrase “b2b email lists”.

List 56

Top 3 Media Buying Mistakes B2B Marketers Make

Digital B2B Marketing

He recently joined Business Insider as the Sales Director for the Southeast, after a number of years with CBSi, parent to B2B technology focused properties ZDNet and TechRepublic (among others). thought it was great insight for B2B marketers looking to work with publishers for the first time (and a healthy reminder for many of us). Toby is one of those guys. Content. Underinvesting.

Buy 117

The Tao of B2B Buying Behavior – Why Emotion Trumps Logic

Great B2B Marketing

The post The Tao of B2B Buying Behavior – Why Emotion Trumps Logic appeared first on Great B2B Marketing. B2B Buying B2B Marketing B2B BuyerI’ve always wanted to use the word “Tao” in a blog post because the term has such profound (albeit esoteric) […].

4 Ways The B2B Buying Process Has Changed in 2015

Crimson Marketing

Improving and creating effective marketing strategy means marketers need to thoroughly understand the B2B buying process and how it is evolving. Let’s explore the four key ways B2B buying is changing: 1. The Buying Process Is Growing More Complex. B2B marketing technology is developing rapidly. The Buying Process is More Competitive. ” 2.

Content Marketing Playbook: Strategy and Roadmap

According to CMI’s 2015 report, just 35 percent of B2B or- ganizations and 27 percent of B2C organizations have a. Most peo- ple will not buy a jet engine during their lifetime, but. could buy GE shares. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. All rights reserved. emerge.

Buying Triggers and Why They Matter

ANNUITAS

As consumers, if we are not in an active buying cycle, we are in a passive buying cycle. Like it or not, in the course of our daily lives we are exposed to and consume so much information and content that buying something or acquiring something including experiences, goods, food or resources is always on our mind. Understanding the triggers –. External or internal triggers-.

The Emerging Importance Of B2B Ethnography To Buyer Personas

Tony Zambito

This is still a narrow buying process perspective designed to view the buy/sales cycle to a  “win” as opposed to a “loss”. Content, which suggests finding out basic demographics, pain points, personalities, and buying criteria. This is then combined with win/loss questioning focused on the buying process (or buyer’s journey). Buyer Research Intent Requires Change.

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.  According to various studies over the years (by credible institutions such as Harvard) regarding market and customer research, approximately 80% or better of B2B customer research is conducted to reinforce current assumptions about customers. 

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. by Matt Brooks.

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. B2B marketers will focus.

How Do We Find People Who Are Ready to Buy Our Product?

The Point

A prospective client asks: “What are the best demand generation strategies for finding people who are ready to buy our product?”. Conversely, if you offer an analyst report that compares different solutions, or an ROI calculator, or a free trial, you’re much more likely to attract and engage with prospects who are further along in their buying process. No it doesn’t.

Buy 67

Winning Executive Buy-In for Martech Investments

Captora

According to a 2015 report by HubSpot , 37 percent of B2C marketers and 24 percent of B2B marketers say their biggest challenge is identifying the right technology to support their objectives. This cycle of advocacy and accountability will help you get leadership on your side and create faster consensus for future buying decisions. Let’s take a closer look. The MarTech Landscape.

Buy 97

Marketing Automation Dissatisfaction: Are Users Buying the Wrong Systems?

Customer Experience Matrix

One of the rarely-spoken truths about B2B marketing automation is that a sizable minority of users – roughly one-third in most surveys – are not happy with their results. b2b marketing automation buying marketing automation systems demand generation systems marketing automation evaluation criteria marketing automation failures marketing automation system selection

Buy 86

B2B Email List Guide: Buy, Rent or Build Your List

Digital B2B Marketing

So should you rent, buy or build an email list? Buying a B2B List. For more information on purchasing lists, see Buying B2B Email Marketing Data: Challenges and Recommendations. Renting a B2B List. Building a B2B List. How do you decide between buying, renting or building lists, or do you opt to only use lists built organically over time?

List 66

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. B2B marketers will focus.

Oracle Buys Eloqua: Winners and Losers for B2B Marketing Automation

Customer Experience Matrix

Oracle announced today that it has agreed to purchase B2B marketing automation leader Eloqua for $23.50 per share, which comes to $871 million. The deal makes obvious sense, in that it gives Oracle a much stronger position in the fast-growing B2B marketing automation industry*. Salesforce might well decide to buy them itself just as a defensive measure. Wouldn’t that be nice?

Eloqua 112

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

B2B Lead Generation Blog

define lead nurturing as consistent and meaningful communication with viable prospects (those that are “a fit” for your solution), regardless of their timing to buy. It’s not “following up” every few months to find out if a prospect is “ready to buy yet.” Sign up for the B2B Marketing Newsletter to learn more B2B trends and strategies. Lead Nurturing B2B customer path

Value Proposition: What motivates prospects to buy from you?

B2B Lead Generation Blog

What motivates your prospects to buy from you? But motivation is arguably the strongest reason people buy something. B2B Social Media: How do you measure the ROI of a LinkedIn InMail campaign? Sales Leads B2B marketing Email marketing lead generation value proposition Tweet One day at the office, I decided to put a dollar bill on my cubicle wall. Change drives growth.

Buy 117

Winning Executive Buy-In for Martech Investments

Captora

According to a 2015 report by HubSpot , 37 percent of B2C marketers and 24 percent of B2B marketers say their biggest challenge is identifying the right technology to support their objectives. This cycle of advocacy and accountability will help you get leadership on your side and create faster consensus for future buying decisions. Let’s take a closer look. The MarTech Landscape.

Buy 80

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. B2B marketers will focus.

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

Tony Zambito

For B2B CMOs, the idea of audience development and engagement can be perplexing.  Questions I often receive when working with CMOs specific to B2B. Investing in audience development remains a key goal for many B2B CMOs.  Cultivating and connecting with an audience in the digital economy has become a must-do ingredient to successful B2B Marketing.  by Gregor Črešnar.

Turn B2B Buying Into a Social Experience

Tony Zambito

B2B marketing and sales has lived in a neat framework centered on the purchase transaction.    In others, there has been a mix of complex buying and selling cycles put into play to ultimately reach a purchase transaction.  B2B buyers are increasingly thinking less in terms of a transaction and more about the experience.  Image via Wikipedia.

LinkedIn Purchase Will Spark Brands into Buying Media Companies

Junta 42

That year, my first prediction was as follows: Microsoft will buy one, maybe two, media companies in certain industries. The acquisition could also be seen as a defensive move by Microsoft to keep Google and Facebook out of the B2B workspace. Still others believe the move was a data play, while even more have no idea why Microsoft would buy LinkedIn. Buy versus build.

Experiential Buying Behavior Takes B2B Center Stage

Tony Zambito

In my previous article, Enhance the Buyer Experience with Intelligent Engagement , I referenced a trend I called Experiential Buying.    Buyer behaviors in B2B marketplaces are shifting tremendously towards more holistic experiential expectations that defy the conventional straight re-buy, modified re-buy, and new buy behaviors of the past. 

The Real Reasons Programmatic Ad Buys Fail in B2B Marketing

Digital B2B Marketing

Programmatic buying, driven by real-time bidding (RTB), is the fastest growing segment of digital marketing today. But it isn’t ready yet for today’s B2B marketer. You’ve already proven they are effective in other targeted buys. Programmatic buys are only as targeted as the data they are based on, but the data leaves a lot to be desired. Retargeting.

Buy 68

Use Buyer Persona Research To Improve B2B Customer Experience

Tony Zambito

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.  Whereas in an age of hard to come by differentiation the actual product or service offering plus price combination accounts for only 20% of buying decisions. by Creative Stall.