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Data is the Key to More Engaging Relationships with Your Customers

It's All About Revenue

In this new business environment, marketers need to rethink existing processes and embrace data, technology, and content to deliver more meaningful customer experiences. Delivering this level of engagement to your buyers opens the door to meaningful, engaging relationships. Read more from other marketing experts in this interactive ebook. Purchase in-store or online?

Rethinking Market Strategy In A Digital Economy

Tony Zambito

Customer behaviors have significantly shifted in the last decade impacting conventional thinking on the role of marketing and sales and their abilities to connect with customers. We have also seen organizations struggle with how best to adapt to new market dynamics related to customer behaviors and the role of content in reaching customers. Convergence of Behaviors.

New Approaches To Understand Customers Needed In A Digital Transformation World

Tony Zambito

For organizations to strive in such an environment, developing a robust multi-dimensional understanding of customers is becoming a strategic necessity. That is, people are driven by goals and exhibit goal-directed behaviors when engaged in using products or services, as well as, in making purchase decisions. Illustration by Nikita Kozin. And, why it necessitates a rethinking.

Motivating Buyer Behavior Through Online Relationships

B2B Ideas @ Work

Presence was not that common or achievable in traditional media, because it did not allow for the interactive nature needed to create a feeling of presence. However, online environments do — and this online space means something to us. If you can help facilitate the feeling of presence, you may be able to create an online relationship that is meaningful to your target audience.

B2B Marketing Trends for 2016

human behavior. But as B2B buyers complete more of their journey before ever interacting with a. To be effective in the coming year, B2B marketers will identify, incentivize (creatively) and build relationships with the most influential voices in their industries. Build valuable and long-lasting relationships with. customer relationships. B2B Marketing. Look for.

The Relationship (r)Evolution


What happens when we replace human relationships with technology? As human beings our strongest motivator in life is to build relationships that help us achieve our goals – personal, political and business included. What I am really trying to say is that relationships are very, very important to us in every aspect of our lives. Has social media changed human behavior?

Importance of Context to Understanding the New Social Buyer Persona

Tony Zambito

  I like these two definitions from for starters: Background, environment, framework, setting, or situation surrounding an event or occurrence. The first definition points to reaching an understanding of the behavioral framework that surrounds the new social buyer persona.  The Future of Buyer Relationships (

Future of Buyer Personas is Social - Part 4 ( A New Role and Framework)

Tony Zambito

Buyer persona research has been and will always be about understanding buyer behaviors and perceptions.    The actual persona itself, the archetype created, is a representation derived from researching buyer behaviors and is meant to be an interpretative tool.  The New Role of Buyer Behavior Research. Image by Arenamontanus via Flickr. Follow @TonyZambito.

How Ready is Your Organization for the New Social Buyer Persona?

Tony Zambito

  The new social buyer is an outcome of this evolution and it has forever changed the dynamics of the seller and buyer relationship. Buyer behavior most certainly will continue to undergo major transformations each time a new technology is introduced that alters the seller and buyer relationship.  Image by daniel_iversen via Flickr.   Related articles.

B2B Marketing Trends for 2016

human behavior. But as B2B buyers complete more of their journey before ever interacting with a. To be effective in the coming year, B2B marketers will identify, incentivize (creatively) and build relationships with the most influential voices in their industries. Build valuable and long-lasting relationships with. customer relationships. B2B Marketing. Look for.

Creating Scenarios About Your Social Buyer Persona

Tony Zambito

  What is new is that story telling is beginning to gain acceptance as a planning tool for strategies focused on buyer experience interactions and understanding the social buyer persona.    As we enter the social age, scenarios that tell stories can help shape strategies as well as guide organizational understanding of how to interact with the social buyer persona.   

3 Don’ts of small business content marketing


Exploit your position as a manageably sized operation, leverage the power of herd behavior, and keep your customers happy. They can respond quickly to changes in the environment, whether technological innovations, or fashion, natural disasters, or political upheavals. Social proof is simply the tendency of people to look for affirmation of their decisions in the behavior of others.

What B2B Marketers Can Learn About Buyers Without Trying Too Hard

KoMarketing Associates

In personal relationships, we use body language, tone of voice, micro expressions, actions, and other intangibles to infer someone’s perspective, attitude, intent, and desires. There you may find less commercialism and glad-handing, and more chances to begin meaningful, insightful relationships with others who have moved beyond the social aspect of conferences. What Do They Do?

Campaign Management Is Dead. Here's What Next-Generation Marketing Automation Looks Like.

Customer Experience Matrix

But the list for the second mailing is pulled at the same time as the first, so it doesn’t allow changes in treatment based on subsequent customer behavior. This was realistic when interactions were limited to a few company-controlled touchpoints. This includes both data a company gathers through direct interactions and data aggregated by third parties and offered for sale.

B2B Marketing Trends for 2016

human behavior. But as B2B buyers complete more of their journey before ever interacting with a. To be effective in the coming year, B2B marketers will identify, incentivize (creatively) and build relationships with the most influential voices in their industries. Build valuable and long-lasting relationships with. customer relationships. B2B Marketing. Look for.

Advanced Retargeting: Nurturing Your Audience Across Digital Channels


Next you want to focus on understanding goals, behaviors, language, processes, systems, and more. Lead nurturing is an automated program that encourages prospects to interact with your brand,” said Linda West , director of marketing at Act-On Software. If they don’t interact, they get a different message. Yes, retargeting ads can be annoying. But they are also effective.

3 Mobile Marketing Trends You Can't Afford To Ignore

It's All About Revenue

Mobile is all about micro-moments: interactions that consumers expect to be fast, relevant, and frictionless - which makes the quality, relevance, and usefulness of marketing more important than ever in mobile. Generate robust audience analytics to get deep actionable insights into your mobile audience composition and in-market behaviors. Apps = Main Digital Interaction.

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3 Good Questions to Align Strategy, B2B Marketing, and Sales

B2B Lead Generation Blog

Value is created or destroyed in actual interactions with customers and their buying processes, not in meetings or planning documents. That gets us right back to one of the core aspects of marketing in many businesses, at least in relationship to sales and lead generation: what’s a good lead and are we clear about that? Three Levers to Align B2B Selling Behaviors with Tasks.

How to Choose the Right Predictive Analytics Tool for Account-Based Marketing


In the B2B marketing environment, successful ABM is the gold standard companies aim for. By linking data from different sources to a lead, we build a more complete view of the client and even identify relationships between various contacts. As an aggregator of intent data, the company is the first to source behavioral activity between B2B entities. Filling the Gaps. Infer.

eglue Links Data to Improve Customer Interactions

Customer Experience Matrix

This brings us to eglue , which offers “real time interaction management” (my term, not theirs): that is, it helps call center agents, Web sites and other customer-facing systems to offer the right treatment at each point during an interaction. To repeat, the basic function of eglue is making recommendations during real time interactions. Indeed, being “minimally invasive” (their term) is a major selling point, and does address one of the significant barriers to adopting interaction management systems. Let me tell you a story. Nice theory, though.)

Dear CMO Part II: Place the Voice-of-the-Customer at the Center of All You Do


We see that organizations who use these approaches are creating and delivering content in new ways, ensuring more relevant outcomes, generating more meaningful interaction, and expanding sales with their targeted customers. These are helpful and play an important role in identifying trends and buying behavior. Digital is making us lazy. And yes, Google notices.) Content co-creation.

Audacious Byte: McDonald’s Canada Makes “Food Quality” Its Social PR Hero

WindMill Networking

That’s because family-oriented McDonald’s Canada knows its reputation, value and relationship building rests or falls primarily on the public perception of its food quality. If you want customers to serve as quality inspectors , they need to agree to enter into that relationship with you…. Joel Yashinsky’s theme for his talk was, “Marketing in Today’s Environment.”

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The Path to Adaptive Marketing: An Introduction

It's All About Revenue

Although companies leverage data available to them, customers deviate from the prescribed journey due to changes in environment. My definition of adaptive marketing is the use of data, technology and processes to build customer experiences that evolve instantly based on the behaviors, interests and needs of real people. Behavior-Based Orchestration. They must adapt.

10 B2B Lead Generation Strategies for 2017


Marketing is ever-evolving, and that means new tactics are always emerging, trends are always shifting, and the same goes for audience behavior. Data analytics can also help you determine behavioral changes in your buyer personas so you can adjust your drip strategies accordingly. User behavior evolves just as quickly as innovations in technology. It’s important to study your target audience and create effective buyer personas to better understand users’ pain points, challenges, goals, and buying behavior. It helps you build a relationship with them.

Herding cats? The Hidden Costs of Multiple Marketing Tools


Digital media has opened a whole new world of ways to learn about your customers and interact with them. Email, web sites, landing pages and forms, social media (in all its many ever-changing splendors), webinars, interactive media, infographics, search engine optimization (SEO), pay-per-click (PPC) ads, virtual events, website visitor tracking, and a host of other channels and apps – all are critical tactics in some marketer’s tool chest. However, using multiple tools makes for a complicated technology environment … and where there’s complication, there’s cost.

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New Developments in B2B Loyalty Marketing


But as buying has become more complex, businesses have developed additional strategies to deepen customer relationships and engender loyalty. Dedicated customer service phone lines, where the service personnel can develop an ongoing personal relationship with individuals in the account. Photo credit: Wikipedia. Business marketers have much to gain from retention marketing.

4 Internal Struggles Great Leaders Must Overcome


Step outside of the executive bubble and make interacting with people at every level of your organization part of your routine. 2) Fighting Cynicism to Build Authentic Relationships. Recognizing that you're giving in to potentially toxic thoughts is the first step to combat them and change your behavior. People like living in that environment. A study conducted by M.

Who Should Nurture B2B Leads with Social Media?


In an earlier blog post on social selling , I discussed the need to better equip sales staff on how to use channels like LinkedIn to build relationships—but virtually any employee can act as a nurturing point if they’re empowered to do so. We can find out more about them personally by browsing their social profiles, listening to their concerns and observing their behavior.

What the growth of inside sales means to B2B marketers


Many large enterprises have moved to a tiered selling model, where field sales cover large accounts, inside sales manages the relationship with mid-level accounts, and the smaller, less active customers are served by distributors, catalogs, or e-commerce. Another driver of this trend is changes in buyer behavior, where business buyers are researching online, and demonstrating buying signals.

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Hire High Performance Sales Teams # 2

Your Sales Management Guru

Understanding an applicant’s most typical behavior style when interacting with others can reveal how that person solves problems and makes decisions. Interactive —These individuals are outgoing, persuasive, gregarious and generally optimistic. They value relationships that they have worked hard to establish, and operate well in a team environment. Why so few?

Social Media ROI – You’re looking in the wrong place

grow - Practical Marketing Solutions

Employees already enjoy using fun applications like social networks and wikis and the power of these tools in the external environment to unleash creativity, collaboration, and productivity is proven. Almost any human interaction that can be conducted electronically can be made “social,” but only 5 percent of all potential uses now take place through social networks.

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Tapping Social Networks for Business: Interview with @ClaraShih.


So when you have a powerful tool like Facebook, where contacts are updating their own profiles, and which lets you connect with people on a human level, that also helps facilitate business relationships. Personal relationships are at the heart of business relationships. What are some other ways that social media can be advantageous in the B2B environment? Or Does It?

The Act-On Email Deliverability Glossary, Part 2


The strategy of trying to contact inactive customers and reestablish an active relationship. An email sending environment in which IP ranges and reputations are shared among multiple senders. Recycled spam traps are formerly valid email addresses that have been abandoned, which an ISP repurposes as spam traps (to catch the spam-like behavior of sending to unengaged recipients).

8 Key Changes In Google Search B2B Marketers Should Know

KoMarketing Associates

This change in searcher behavior is just one change – either related to Google or driven by Google – that B2B marketers need to be aware of. In authorship we have helped validate the significance of building brand and the relationship between thought leadership, brand awareness, and search relevance. That environment is rapidly shifting to a mobile browsing experience.

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Analytics CEO makes a passionate case against marketing attribution


Increasingly more sophisticated techniques for the integration of owned, paid, and earned media touchpoints within first-party analytics environments have subsequently increased our capabilities, eventually spinning off a software category of its own. Second, because they scatter their attention and touchpoints across multiple, isolated environments. A BLACK HOLE. What was it about?

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How Critical Are Technical Skills in Marketing? 13 Leaders Weigh In

CMO Essentials

Scott Brinker, Co-Founder & CTO of Ion Interactive : In his post, What Will Happen with Marketing Technology in 2015 , Scott concisely sums up the overall trend of technology in marketing writing: Whatever label you want to put on them, the number of technical professionals working in the service of marketing is clearly on the rise. Today, though, marketing looks decidedly different.

8 Ways Marketing Automation Can Expand Your Search Marketing Agency

Marketing Action

The power of search marketing can be extended significantly if you can help your clients manage engagement and build lasting relationships after that initial click. That’s because marketing automation gives you more influence over the behavior of your prospects – and the outcomes of every interaction – than search marketing can provide. Use the Same Funnel with a New Focus.

How To Generate ROI (Return On Interesting) With Content Marketing

B2B Marketing Insider

Which, he explains, involves lots of time interacting with customers via social media and at conferences. Lately I have been having some very passionate discussions about the best place to start in Content Marketing. Do you start with products, personas or topics? So you can eliminate product as the starting point. This brings us to the question of whether to start with personas or topics?

5 Professional Services Marketing Trends to Watch in 2016

Hinge Marketing

Firms will either need to adapt to the new environment or risk losing their footing in the marketplace. When that business developer moves into a relationship with the prospect, they need to continue to enlighten the customer. Because of these shifts in buyer behavior , firms may need to rethink how they train budding business developers. I am ready to do just that.