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
Reboot Buyer Insights To Drive B2B Growth
MARCH 12, 2017
B2B companies are faced with the most transformative era in business history. On a greater scale than that of the first Industrial Revolution over a century ago, we are witnessing a technological and digital revolution that will disrupt business-to-business profoundly in the next 10 years. This is being felt by the supply-chain side of businesses acutely.
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 If you take the time to clean up outdated contacts and companies in your database and gather intelligence, you can orchestrate a more efficient, effective telemarketing campaign.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.
New Approaches To Understand Customers Needed In A Digital Transformation World
JANUARY 29, 2017
The introduction of new digital technologies and new business models is having a breathtaking impact on how customers determine what goals are important to them, what they want, and how they decide. For organizations to strive in such an environment, developing a robust multi-dimensional understanding of customers is becoming a strategic necessity. Illustration by Nikita Kozin.
How Understanding The Goals And Intent Of Buyers Can Transform Marketing
JULY 17, 2016
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? Where what is documented amounts to glorified job descriptions of the tasks and activities buyers perform.
The Telltale 8% Drop In Content Marketing Effectiveness
OCTOBER 9, 2015
It goes to show you that sometimes, numbers being relative, an 8% drop can be significant and historic. Perhaps not as drastic as the Dow falling by 8%, but to see the percentage of marketers who believe their content marketing was effective drop to 30% from 38% in one year is a revelation. As much as 80% say, “Vendors give me too much material to sort through”.
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. Compounding the issue today is the prevalent use of the term buyer persona to describe customer segmentation and buyer profiling efforts. Confusion by Adam Gale. Professions.
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.
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.
5 Ways B2B CMOs Can improve Audience Development With Buyer Persona Research
JUNE 26, 2016
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. Cultivating and connecting with an audience in the digital economy has become a must-do ingredient to successful B2B Marketing. How to invest and what to invest in becomes critical decisions for B2B CMOs.
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 voluminous nature of marketing and sales content is making it harder for organizations to get through to customers and potential customers today. by Creative Stall.
Goal-Directed Marketing: How Marketers Can Help Buyers Achieve Their Goals
OCTOBER 4, 2015
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. Various studies have shown buyers continue to find as much as 60-to-75% of content to be non-relevant. Goals Matter To Buyers. They are not the same.
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. by Anton Scherbik.
How B2B CMOs Can Achieve Customer-Centric Marketing With Buyer Personas
NOVEMBER 1, 2015
A 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.”.
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. . I wish to thank the (124) respondents of the State of Buyer Personas 2016 Survey for taking the time to complete the survey. The encouraging sign, however, is to see more respondents indicate that they were effective. by Scott Lewis.
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.
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. It is yet another example, however, of the search to understand the process of decision-making. What marketing and sales leaders must guard against is taking a very literal approach to this type of understanding.
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. This is a welcome shift.
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. Or, did it?
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. Resorting to a focus on buying criteria, risk factors, success factors, and etc.
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. For example, the Starbuck’s app definitely influences my choice, besides the great coffee, on where I go to get coffee. The implications to marketing and sales are profound.
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
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. People aren’t trying to open and click your emails. They’re looking for reasons to delete them. Segmentation.
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. Blasting your entire database with a new case study that’s unlikely to be relevant to many list members.
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. I promise to never attribute their comments to them by name. They’re more willing to state their honest opinions over the phone. They want to find out how things turn out.
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. or 2.xx, which is not uncommon.
State Of Buyer Personas 2016 Survey
DECEMBER 8, 2015
As in last year, I wish to incorporate the use of a survey to offer a comprehensive view of the state of buyer personas. I am looking for marketing and sales leaders in business organizations who have thought about or implemented buyer persona development. 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
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. When the concept of customer experience burst onto the business world in the late ‘90’s, a natural extension became customer journey mapping. For the sake of clarity, we can refer to B2C as the consumer journey and B2B as the buyer’s journey). 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? Follow @tonyzambito.
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.
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.