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.
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 If you take the time to clean up outdated contacts and companies in your database and gather intelligence, you can orchestrate a more efficient, effective telemarketing campaign. Mix It Up.
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.
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. Enjoy.).
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. If you are a CMO or a marketer and you find yourself having a sudden realization that perhaps you are not quite sure of the differences, you will be in a lot of good company.
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.
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.
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.
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.
Study Confirms Importance Of Qualitative Research To Success With Buyer Personas
DECEMBER 20, 2015
Findings also found that 70% of companies who missed their revenue goals did not conduct qualitative research for their personas. Another highlight for companies exceeding revenue goals is those who also focused on buyer fears and challenges in addition to drivers and motivators. Documentation Leads To Effectiveness. This is certainly anathema to qualitative research.
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.
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.
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.
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 feel comfortable in telling me what they really think because I’m a third party – not a company insider.
Why Brexit Will Affect The Future Of Global Business Marketing
JULY 1, 2016
The stunning outcome of Britain’s decisive vote to exit the European Union has caught the political, economic, and business world by surprise. Creating uncertainty in world financial markets, the future of the European Union, the pace of globalization, how to strategically plan for an eventual exit, and how to prepare for potential risk from this event. by Nikita Kozin.
Why CMOs Should Stop Being Addicted to Pay-per-Click Ads
Buzz Marketing for Technology
JANUARY 15, 2014
Back in 2001, when Google AdWords was just launched, I remember the day that my first pay-per-click (PPC) campaign yielded the first batch of leads for the company I was working for. 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.
Channeling Buyer-Based Experiences in SMB
MARCH 30, 2012
This is part 4 of a series on the challenge of targeting SMB markets and how the use of buyer-based modeling and buyer-based marketing help organizations to grow their SMB customer base. . SMB marketing and sales began to become more than just an afterthought in the early ‘90’s through the early 2000′s. All of these contributing to enriched buyer experiences. Really?
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.
Your Top Priority Is Growing The SMB Revenue Base – Now What?
MARCH 18, 2012
This is part 1 of a series on the challenge of targeting SMB markets and how the use of target buyer modeling and buyer-based marketing help organizations to grow their SMB customer base. . As we continue to come out of the deep freeze over the last few years, we are beginning to see encouraging signs of an economic recovery. 500 listed companies across the globe.
The Single Buyer Model: A Dangerous Road Towards Competitive B2B Marketing
FEBRUARY 10, 2012
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. The shelf-life expectancy of some of the new approaches is yet to be known; making investment and resource decisions for leaders in B2B Marketing a road filled with risks. How Did We Get Here?
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.
Slow Death of the Funnel: Why Buyer Choice Matters to Revenue
FEBRUARY 16, 2012
This is part 1 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. . B2B marketing and sales is still predominantly tethered to traditional ideas, approaches, and systems that are being dragged into the modern era. Follow @tonyzambito. Related articles.
How B2B Leaders Are Understanding Buyers Better With Behavioral Buyergraphics
JANUARY 25, 2012
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. Modeling the buyer experience to understand critical moments of truth.
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.
B2B Marketing | Business to Business Marketing Information Portal
JUNE 3, 2009
B2B Marketing News SMEs flock to BT Tradespace 10 June 2009, 11:30 GMT BT Tradespace has announced 400 per cent year-on-year growth. The B2B social networking site – which was launched with the ‘specific mission’ of helping SMEs promote themselves, communicate with other businesses and grow – marked its second anniversary this month by signing up its 350,000th member. Tap into the resources in the Data section of the Knowledge Bank to get the biggest bang from your data buck. But too few marketers understand how to use it as a strategic route-to-market.
Can You Predict Your Ideal Scenarios For Lead Nurturing?
APRIL 29, 2012
Depending on which reports you may read when it comes to lead nurturing, approximately 60% or more of B2B businesses do not have a formalized lead nurturing program. Which begs the question: why are companies slow to adopt to lead nurturing? Especially from firms heavily rooted in measuring results monthly and quarterly to a fanatical nature. Reasons.
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.
The State of Buyer Personas 2012
MAY 20, 2012
The adoption of research-based modeling of buyers that leads to buyer personas has been mixed. Understanding about buyer personas and their place in the grander effort of modeling buyers to inform marketing and sales strategies ranges from harmful misperceptions to evolving maturity levels profoundly transforming organizations. Yet, we have a long way to go.
Marketing Automation: Lessons from 4 case studies
B2B Lead Generation Blog
DECEMBER 1, 2014
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? Conversion rate of 2.6%
As The World Churns For CMO’s
FEBRUARY 12, 2012
The good news is that CMO tenure continues to rise. Spencer Stuart, the executive search consulting firm, in their study released early last year reported that average tenure rose to 42 months. Up from 35 months two years ago and up from 27 months in 2007. The bad news is that the CMO position still churns and remains one of the riskiest positions in corporate business.
Grow SMB Revenues With Buyer-Based Marketing
MARCH 26, 2012
This is part 3 of a series on the challenge of targeting SMB markets and how the use of buyer-based modeling and buyer-based marketing help organizations to grow their SMB customer base. . The sheer size of the SMB makes for a daunting task for any organization intent on marketing to the SMB segment. How To Get To Know The New SMB Buyer (buyerology.com). The U.S.
Revenue Growth by Choice and The Buyer Orbit
FEBRUARY 22, 2012
This is part 2 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. . Growth is getting harder and harder to come by. Simply stated, buyers are making multiple choices prior to as well as well after buying decisions. Image via Wikipedia. Decide.