How The Content Illusion Is Leading Marketing Astray In The Era Of Digital Transformation
FEBRUARY 5, 2017
In the past five years, the often-unquestioned hymnal has been that to succeed in today’s digital world, businesses must produce content. But, produce massive amounts of it to get in front of customers. According to various statistics on the Internet, we are living in a world where every minute over 200 million items of online content is produced. Why An Illusion.
A Beginner’s Guide to Business-to-Business Marketing Automation
B2B Lead Blog
MARCH 21, 2016
Business-to-business (B2B) marketing is largely an online endeavor, as businesses can easily connect with other businesses via digital channels. Here are some tips to optimize your B2B marketing strategy with marketing automation software. Since marketing automation can streamline digital marketing, it’s an ideal tool for B2B marketing. Reach More Channels Email marketing has served as […]. Marketing Automation marketing automation
Rethinking Buyer Personas In An Era Of Digital Transformation
JANUARY 22, 2017
Fundamentally reshaping markets in five years’ time compared to the fifty to seventy years it may have taken to build up a market. Take for instance the iconic yellow cab, a fixture in New York City for decades. In the past few years, the yellow cab companies have been unable to stem a rapid decline from the onslaught of Uber, Lyft, Juno, Via, and other ride platforms.
6 Tips for Rock Star Business-to-Business Telemarketing
MAY 6, 2014
Do you want to rock your business-to-business telemarketing results? If so, reading these six rock star tips could be your prelude to success. . . . . If you take the time to clean up outdated contacts and companies in your database and gather intelligence, you can orchestrate a more efficient, effective telemarketing campaign. Stay in the Rhythm.
The Telltale 8% Drop In Content Marketing Effectiveness
OCTOBER 9, 2015
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. As much as 80% say, “Vendors give me too much material to sort through”. Empathy: Helping Buyers To Achieve Their Goals. by Aha-Soft.
The Emerging Importance Of B2B Ethnography To Buyer Personas
OCTOBER 26, 2015
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.
Confusing Customer Segmentation, Buyer Profiling, and Buyer Personas Harms Marketing
SEPTEMBER 6, 2016
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.
Story + Video = Powerful B2B Marketing
JULY 6, 2013
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. People are hard-wired to pay attention to stories.
5 Ways B2B CMOs Can improve Audience Development With Buyer Persona Research
JUNE 26, 2016
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. Questions I often receive when working with CMOs specific to B2B. How to invest and what to invest in becomes critical decisions for B2B CMOs. by Gregor Črešnar. Improving.
Mapping Buying Experiences: Creating Growth Through Aligning With Buyer Goals
NOVEMBER 8, 2015
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.
4 Myths Preventing True B2B Customer Understanding
MARCH 6, 2016
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 To Lead With Customer-Focused Content
JANUARY 31, 2016
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.
Goal-Directed Marketing: How Marketers Can Help Buyers Achieve Their Goals
OCTOBER 4, 2015
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.
7 Elements Of Customer Understanding The C-Suite Must Master
NOVEMBER 22, 2015
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.
Informed Customer Understanding Should Guide Marketing
JANUARY 24, 2016
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.
How B2B CMOs Can Achieve Customer-Centric Marketing With Buyer Personas
NOVEMBER 1, 2015
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.” This mirrors findings of other surveys related to content marketing and customer-centric marketing, which consistently hovers in the 35- 40% range of “very customer-centric” or “very effective content marketing.”.
Overcoming The Content Personalization Challenge With Buyer Persona Research
APRIL 17, 2016
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.” by icon 54.
State Of Buyer Personas 2016: Strong Correlation Between Effectiveness And Goals
JANUARY 3, 2016
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.
Buyer Decisions Are Not What You Think
DECEMBER 13, 2015
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.
The Power of Story for B2B Marketing
JUNE 18, 2013
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.
Study Confirms Importance Of Qualitative Research To Success With Buyer Personas
DECEMBER 20, 2015
Another highlight for companies exceeding revenue goals is those who also focused on buyer fears and challenges in addition to drivers and motivators. This indicates a shift away from the often incorrect view of buyer personas focused on rational data such as buying criteria to a focus on the qualitative behavioral influences related to buyer decisions. Will you help?
Pursuit Of Goals Drive Buyer’s Journey
SEPTEMBER 28, 2016
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.
Use Buyer Persona Research To Improve B2B Customer Experience
JUNE 5, 2016
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. What can B2B executives do to achieve customer experience excellence?
Beyond Buyer Profiling To Buyer Personification
OCTOBER 18, 2015
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.
B2B Video Stories Achieve the Impossible
JULY 31, 2013
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. Video is an excellent medium for delivering stories, but it’s an art and a science to produce videos that will grab and hold attention. Why Stories?
6 Ideas to Create More Relevant Lead Nurturing Emails
B2B Lead Generation Blog
SEPTEMBER 29, 2014
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
NOVEMBER 24, 2014
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.
Capturing the Voice of Your Customer for B2B Video
OCTOBER 7, 2013
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.
Why CMOs Should Stop Being Addicted to Pay-per-Click Ads
Buzz Marketing for Technology
JANUARY 15, 2014
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.
State Of Buyer Personas 2016 Survey
DECEMBER 8, 2015
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.
4 Lessons from Responsive Design for CMOs
Buzz Marketing for Technology
FEBRUARY 12, 2014
According to data from a December 2012 study conducted by eConsultancy, nearly 70 percent of client-side marketers described their experience level with responsive design as “average” or better, and more than half of that group described their companies as “ahead of the curve” or “state of the art” when it came to the design technique. Rule #1: Don’t Become Complacent. touch, swipe).
3 Ways CMOs Can Achieve Deeper Insights Into The Customer Journey
SEPTEMBER 27, 2015
Never more pressing as digital channels expand and become more immersed in the conduct of commerce. At the same time, the ability of marketing to influence and support the entire customer lifecycle continues to expand. Such pressing concerns have CMOs seeking better ways to understand the entire buying cycle, as opposed to marketing’s traditional concern with building awareness. If we touch upon these two points, one aspect we see is the role of marketing is extending beyond just customer desires to learn and become aware. Some are heeding to this call.
Boost Demand Generation Using Target Ready Buyer Models
FEBRUARY 2, 2012
Recently, I published two articles related to 5 ways buyer behaviors are affecting B2B sales , and 5 ways they are affecting B2B marketing. Contrary to hyped notions of sales going away to wither in the desert – lead generation and the new label of demand generation are more important today than ever. What needs to change you might ask? An easy answer is to say plenty.
Tools I use to amplify social campaigns
JUNE 30, 2015
I am surprised how much of a one-man band I have become through social media thanks to a little help from my friends. Here are the top social media applications I use in order to help lead my clients and my own brand through all the background noise and into the spotlight. It’s no longer okay to just drop links into your social media stream from Mashable or the Huffington Post.
3 Ways To Connect With Today’s B2B Buyers
MARCH 4, 2012
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. The idea of connecting to B2B buyers has gone from straight forward to major league complex. There are plenty of debates regarding the best tactical means to connect with B2B buyers.
Five B2B marketing beliefs and trends debunked
JUNE 26, 2015
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. 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. B2B is a market.
Predictive Buyer Modeling Is Changing the Future of B2B
JANUARY 30, 2012
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. Related articles.