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Overcoming The Content Personalization Challenge With Buyer Persona Research

Tony Zambito

Understanding that helps inform how they can create content that is personalized to the goals and situations of their buyers.  Buyer Persona Research. When I first began my involvement with personas in the ‘90’s, they were primarily aimed at attaining a deeper understanding of user behaviors to inform overall design strategies.  by icon 54. The correlation is evident. 

Rethinking Market Strategy In A Digital Economy

Tony Zambito

The primary course of conversation in the past few years for CMO’s and their marketing teams has centered around customer centricity, customer experience, and content marketing.  Buying Behaviors :  How people make choices and arrive at purchase decisions are undergoing major transformations.  vendor) information is diminishing while credibility in influencer sources is rising. 

The Emerging Importance Of B2B Ethnography To Buyer Personas

Tony Zambito

In recent studies by IBM and other research studies on CEO sentiments, customer insight and understanding are identified as a top focus for CEOs.  A majority of surveys also find a growing concern for both establishing and retaining customer loyalty in today’s digital marketplaces. Resulting in a 3D view of buyers, which can help inform strategies related to each.

Three marketing truths for an information dense world

grow - Practical Marketing Solutions

I recently gave a speech at SXSW about my new book The Content Code  and have been asked by a few people if I could re-cap it in a post. I’d like to cover three big ideas I discussed from my research that I think are essential truths for this new marketing world. 1. How are you going to win in a world with five times more information than what we have now?

B2B Marketing Trends for 2016

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. matching content to stages of the buying cycle. Look for.

5 Steps to Increase Conversion Rates with Account-Based Marketing


It’s a very logical response to the growing number of people involved in making a B2B buying decision. Well, the Information Technology Services Marketing Association ( ITSMA ), a B2B industry expert for all things marketing , reports that ABM delivers the highest return on investment (ROI) of any B2B marketing strategy or tactic. What is account-based marketing ? Live events.

New Research on How B2B Marketers Get More Leads


Because lead generation is so important, there’s quite a bit of research that’s been done about it. As a result, there’s quite a lot of information available about what works and what doesn’t. This post will walk you through the highlights of that research. It will also offer suggestions on how to apply what the research shows to your day-to-day marketing efforts.

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

Influitive b2b

With the wide array of technology options available, and the ability to easily get opinions from peers online, buyers have a lot of choice and information at their disposal. The study found that 80% of respondents were doing more research, and, as a result, 53% said the purchasing cycle had increased in length from the year prior. In the B2B software world, it’s a buyer’s market.

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 buyers…find their buying decisions influenced by information from hundreds of different sources. As

B2B Marketing Trends for 2016

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. matching content to stages of the buying cycle. Look for.

Making the Case for Content Marketing: Research & Statistics


Google wants its users to immediately find content that’s useful, informative, and easy to consume. According Further, website conversion rates are almost 6 times higher for content marketing adopters versus non-adopters. This move towards buying-in to opt-out of ads gives consumers a louder voice as they stand their ground against unwanted content. Content gains trust.

Buying Online Display; Click-through Rate & Conversion Considerations


Keep in mind these considerations: You’re really buying impressions with display.  Since many display networks sell inventory on a CPM basis, you should be buying based on targeting and efficiency.  View Through Conversions.  Many networks, like Google and AdRoll, show View-Through conversions in their reporting. Have you clicked on a banner ad recently?  Summary.

How to Improve Full Funnel Conversion Rates


This post will walk marketers through multiple steps they can take to improve full funnel conversion rates. 1. If you’re attracting a ton of leads at the top of the funnel, but they’re unqualified and highly unlikely to purchase your product, conversion rates will suffer. What channels have the highest conversion rates? 2. Listen to Your Sales Team. Lead Grading. Conclusion.

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.” You’re creating value by giving them useful information in digestible, bite-sized chunks. It’s about progression.

B2B Buyers Need Insights, Not Just Information

KEO Marketing

They’ve got loads of information on which to draw. That’s why you need to go beyond just providing information and start delivering insights. Increasingly, almost all of this research occurs before a buyer contacts your sales team. Insight selling is a way to add spice to existing marketing content or provide a new dimension to conversations with buyers.

B2B Marketing Trends for 2016

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. matching content to stages of the buying cycle. Look for.

Changing the Sales Conversation [PowerViews LIVE Highlights]


On Tuesday, May 12, 2015, I had the pleasure of hosting Linda Richardson on PowerViews LIVE for an informative discussion on Changing the Sales Conversation: How to More Effectively Sell in Today’s Hyper-digital World. Here are some key points and quotes from my conversation with Linda. Understand the characteristics of the new empowered buyer: Conduct their online research.

How CEOs And CMOs Can Tell The Difference Between Information And Insights

B2B Marketing Insider

When, in fact, they represent customer information and intelligence gathering organizations have to be good at just to compete. Carrying this thought a little further, sales often is in the act of gathering information on the strategic initiatives of a corporation. Intelligence gathering can be defined as collecting information. Information tends to be concrete and static.

Best Social Media and Digitial Marketing Research and Statistics of 2011, Part 1


Get the details behind these stats and many, many more here in more than 40 of the best articles and blog posts about social media, search, budgeting and digital marketing research, facts and statistics of 2011 so far. Social Media Stats, Facts and Research Does Facebook Need To Build A Search Engine? Large Enterprise Social Media Research, Facts and Statistics Inc. Oh yeah.

Why People Buy Things Online [Data]


Just because we''re marketing things doesn''t mean we really know the science behind what makes people buy. But marketing without that information is like walking outside with a blindfold on -- it''s going to be very hard to end up at your destination without a scratch. To catch up on the latest and greatest research about online buyer behavior, keep on reading. Key Findings.

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Marketing Minds: Chris Pinkerton – VP, Enterprise Development, Media & Research @ Mediative

Puzzle Marketer

Chris Pinkerton VP, Enterprise Development, Media & Research  @  Mediative Chris works with teams of marketing, branding and technology professionals to improve a companies interactive marketing, online sales, and clicks to bricks approach. With this team, they are responsible for growing and maintaining our Enterprise Media and Research business across North America.

Marketing’s Uneasy Relationship Between Research and Creativity


We know how many people are buying certain products. As Trey Hall, Quiznos CMO, relayed to  Slate , “Quiznos needs to be ‘dramatic’ with the airtime it buys because it’s got a smaller ad budget than its competitors.” Research is comforting. Just as Apple gave its first operating system a personality, we must dress our information in identity.

Best Social Media and Digital Marketing Research and Statistics of 2011, Part 2


Also noted: • One in four Americans watches a YouTube video every day. • 53% of employers now research candidates on social networks before hiring. • 71% of companies now have a presence on Facebook. Researchers To Marketers: Go Social, Mobile by MediaPost Online Media Daily. ” McKinsey Research Again Validates Social Technology Benefits by hours to 6.3

How To Boost Conversions With Personalized Remarketing

Modern B2B Marketing

Today’s consumers have access to a staggering amount of information and tend to do a lot of research before taking action. Hopefully that ad, or the next, will light the fire that leads the person back to your site to buy those shoes. Author: Mike Tomita Most of the traffic that comes to your website will not convert, or even take an action you’d like them to take.

The State of Buyer Personas 2012

Tony Zambito

The adoption of research-based modeling of buyers that leads to buyer personas has been mixed.  The organizations who have embraced the goal-based methodology for research-based buyer personas have seen tremendous success in uncovering new opportunities for revenue growth. Research-Based Understanding Gaining Momentum. © All Rights Reserved by 24point0. Addressing Complexity.

Best Social Media Stats, Facts and Marketing Research of 2010


For anyone in marketing or PR being asked to make “data-driven&# decisions “based on the numbers&# (and doesn’t that include pretty much everyone in marketing and PR these days?), the sources below provide a vast wealth of data, statistics and research results, as well as a bit of interesting social media trivia. 83% of B2B buyers research online before making a purchase.

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15 Questions to Ask When Hiring an SEO Professional (Seriously)


Second, do some online research. There are a wide range of tools to help SEO professionals work more efficiently and effectively, from rank tracking, keyword research , and link building to analytics, competitive benchmarking , and “all-inclusive suite” type tools. And worst of all,  buying links. 6) How do you approach technical SEO? Sources of conversions.

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Why We Need to Shut Up and Let Our Customers Buy Something

B2B Marketing Unplugged

Just the other day, my friend Lisa Shepherd was suggesting on LinkedIn   “…that B2B buyers are now self-nurturing and… sales needs help from marketing to enter the sales conversation earlier”. Long before the internet, we had such a thing as research, marketing content and highly educated buyers-of-things both in the P-Cube and at the user level (the F-Word ). Goodness.

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Sales Enablement Tactics to Improve BOFU Conversion Rates


Once a prospect has reached the bottom of the funnel (BOFU) they’ve done their research and have narrowed down the potential companies they’re looking to buy from to a handful at most. This is why it’s necessary for sales and marketing to be tightly aligned through the entire buying journey. To achieve successful BOFU conversion, you must create internal champions.

Why Your B2B Buyer Personas Are Not Helping to Increase Lead Conversions


Lead conversion rates remain anemic. base my assumption about how you built your personas on many conversations with clients and prospects. If you let them guide the way, you likely will fail to create content that attracts buyers and directs them step by step through the buying journey. When I converse with salespeople, I run into two recurring issues: The Inevitable Chasm.

8 Free Research Reports to Guide your 2015 Marketing Plan

CMO Essentials

To help guide your thinking and bolster your brilliant plan, we have prepared a list of recommended research reports published by Aberdeen Group’s Marketing Effectiveness & Strategy practice. If Pour yourself some hot cocoa, cozy up by the fireplace, and get a little smarter this month with the free research below. Digital Advertising: Programmed to Receive (More Budget) .

Emotional Advertising: How Brands Use Feelings to Get People to Buy


Ads that make people share and buy can usually be summed up in one word: emotional. Studies show that people rely on emotions, rather than information, to make brand decisions -- and that emotional responses to ads are more influential on a person’s intent to buy than the content of an ad. This post originally appeared on HubSpot's Agency Post. That should be no surprise.

3 Secrets To Having A Two-Way Conversation With Your Brand’s Customers Online

Buzz Marketing for Technology

No matter where you look, brands are all trying to crack the code of having a two-way conversation with their customers wherever they are – be it in-store, online, on a smartphone, on a tablet or on social media. That is what we saw in the  “Mobilizing the Retail Shopping Experience” research study. Posted in Branding Communities eCommerce Interactive Marketing Mobile Optimization.

Ditch the Pitch: How Content Marketing Creates the Conversation that Drives Conversion

Sales Engine

They expect you to be an expert in your field and about your solution, as well as to create relevant, informative content about it. Keep in mind that these prospects are better informed than ever, and have probably already done some research about your industry, product, or solution before they ever reached out to you in the first place. Ah, the sales funnel. Content Strategy

Need More B2B Sales Leads? Ignore This Research


According to recent research conducted by and reported by MarketingProfs , websites,  blogs and search are among the most effective tactics for both lead generation and brand awareness. Whether one agrees with conclusions of the research or not, it clearly has one important flaw: ignoring the connections between tactics.

How Content Becomes a Sales Conversation

Sales Engine

Sales reps are left to wade through this mountain of information, and they respond to it in one of two ways: 1. They do not have the time or skill to evaluate which information would be valuable or useful to individual buyers, so they dump all of it (or a haphazard selection of it) onto the buyers (also known as the “show up and throw up” approach). 2. The answer is: She can’t.

How to Do Market Research: A Step-by-Step Guide to Understanding Your Buyer's Journey


You're also probably aware that they're doing some of their research online. But have you really adapted your marketing plan to match the way today's customers shop and buy? Consider these recent statistics about B2B buyers from a 2015 study by Think With Google : 89% of buyers use the internet during the B2B research process. That is where research comes into play.

What’s the Big Deal About Predictive Analytics? A Conversation with Brian Kardon

The Point

He previously held top marketing roles at Eloqua, Forrester Research, and Reed Business Information before taking the reins as CMO at Lattice Engines , a pioneer in predictive applications for marketing and sales. Who is most likely to buy? Even Salesforce announced their own Analytics cloud. First, the era of big data is here with the volume and velocity growing exponentially.

B2B Marketers: Are You Delivering a B2C-Worthy Buying Experience?

Savvy B2B Marketing

We all have access to information at our fingertips through a range of digital devices. These buyers: View the buying experience is a precursor of their customer experience. Thoroughly research potential purchases and alternatives long before contacting sellers. Proactively share their product and buying experiences with their social community.

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Peter Mahoney, Nuance Communications CMO: People Still Buy Things— the Human Side of Marketing Technology

Crimson Marketing

“Businesses don’t buy things, people do,” says Peter Mahoney, CMO of voice and natural language software maker Nuance Communications. He shares how Nuance used multi-variate testing in its holiday campaigns to increase conversions 14%. The post Peter Mahoney, Nuance Communications CMO: People Still Buy Things— the Human Side of Marketing Technology appeared first on.

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