Trending Sources

Mapping Buying Experiences: Creating Growth Through Aligning With Buyer Goals

Tony Zambito

Engaging new buyers and repeat customers are the lifeline to achieving growth. Causing many to rethink long-standing practices on customer acquisition and customer retention. In order to learn how to create distinctive buying experiences, businesses are embracing new means and approaches. Towing a company line of “our customers have always done it this way” mentality.

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14 Megatrends In Buying

Buyer Insights

You don’t need to be taken by surprise – that is because it is relatively easy to predict changes in how your customers buy. Selling To Procurement The Buying Revolution Buying Revolution Mega Trends in BuyingThe Rising Tide of Procurement Sophistication The tide is rising in terms of the overall level of procurement sophistication. 

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7 Elements Of Customer Understanding The C-Suite Must Master

Tony Zambito

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. What remains cloudy for CEOs and their C-Suites is what comprises deep customer understanding.

4 Myths Preventing True B2B Customer Understanding

Tony Zambito

There is a big problem when it comes to B2B customer research.  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.  Thus, inundating customers with non-relevant content.

Content Methodology: A Best Practices Report

with strong content processes, measurement tools, and enterprise-wide buy-in. for customer service. Customer service teams are the experts on customer pain points. president of global creative and content marketing. “It’s customer-first thinking. A lot. experimental initiative at most brands, buy-in from the bosses is key to success. become customers.

Use Buyer Persona Research To Improve B2B Customer Experience

Tony Zambito

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.  State Of B2B Customer Experience Is Unhealthy. by Creative Stall.

Is B2B Content Engagement Heading In The Wrong Direction?

Tony Zambito

For example, in one organization I helped recently, they perceived there were 7 stages for a generalized buyer’s journey of their target customers.  Increasing Content Engagement Through Customer Understanding. There are 3 measures an organization can take to transform their content and customer engagement.  by Juan Pablo Bravo. Sometimes more is truly less.  Main Culprit.

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

Influitive b2b

In fact, the 2015 B2B Buyer’s Survey Report (sponsored by DemandBase and Demand Gen Report), found the top three resources that buyers rely on when researching potential vendors were: In addition, access to all of this information is making the buying cycle longer. Successful customers will be happy to write you glowing reviews, so make sure your education efforts are up to par. 3.

Informed Customer Understanding Should Guide Marketing

Tony Zambito

While others portray that if you just do these few things, then there will be a proverbial pot of gold, at the end of the year filled with overflowing coins of new leads and customers. One thing that is clear is the dynamics of markets, customers, and sellers continue to unfold in new ways.  by Anton Scherbik. If it were only that simple…. What Should Guide Marketing? Choosing Wisely.

Content Marketing Playbook: Strategy and Roadmap

customers to reimagine GE on the cutting edge, which. they end up becoming customers of Moz, that’s great, too, but that’s a side benefit. Most peo- ple will not buy a jet engine during their lifetime, but. could buy GE shares. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently.

Programmatic Ad Buying: What Does It Mean for B2B Marketers?

The Point

You could make the case, as I will, that of all the new technologies to enter the marketing technology landscape of late, the two with the potential to have the biggest short-term impact for B2B marketers are Predictive Analytics and Programmatic Ad Buying. What do people mean by “programmatic ad buying”? (AF) Simply put, programmatic ad buying is the automation of media buying and selling.

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Are Your Buyer Personas Data Overkill?

Tony Zambito

Enabling analytics and reports on profiling attributes and activities of buyers and customers as gleaned from a database. When it comes to data on buyers and customers, the old saying “too much of a good thing” comes to mind.  Unknowingly, organizations can be afflicted by data creep and process creep as they enter a new era of collecting data on customers.  Data Overload.

Buying Triggers and Why They Matter

ANNUITAS

As consumers, if we are not in an active buying cycle, we are in a passive buying cycle. Like it or not, in the course of our daily lives we are exposed to and consume so much information and content that buying something or acquiring something including experiences, goods, food or resources is always on our mind. Understanding the triggers –. External or internal triggers-.

So You Think You Know The Customer’s Buying Process?

Buyer Insights

However, in winning the sale it is important to look beyond the buying decision to see the customer's broader business and procurement goals. Buying Process Featured Buying Decision Buying Research Procure To Pay Cycle Procurement Process Sales ProcessSellers are naturally focused on the purchase order.

Evangelizing a Content Marketing Program

percent of American pay TV custom- ers overall, including the 25–34 demographic. as sales, employee advocacy, customer service, audi- ence engagement, thought leadership, and hiring. CUSTOMER RETENTION & LOYALTY The “always-on sales funnel” is a mod- ern marketing cliché for a reason. customer. Most people will not buy a jet engine during. All rights reserved.

Don’t Just Sell: How To Make Customers Buy

B2B Marketing Insider

Almost all businesses today say they want to focus on customers’ needs and delight them with great offerings in order to make them buy. However, only a handful of businesses in each industry successfully manage to make customers buy their products. The post Don’t Just Sell: How To Make Customers Buy appeared first on Marketing Insider Group.

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Winning Executive Buy-In for Martech Investments

Captora

Marketers occupy more and more real estate in the customer lifecycle every year. They’re responsible for prospecting, nurturing leads, supporting sales development, winning loyalty after the sale, and turning loyal customers into advocates. This cycle of advocacy and accountability will help you get leadership on your side and create faster consensus for future buying decisions.

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The Business Case for Buying Facebook Likes

grow - Practical Marketing Solutions

The business case for buying Likes. But I’m wondering if it is irresponsible and out of step with reality to keep a customer from buying Likes to match a competitor that is already doing it.  If I only built an organic following for this customer, it will put them at a competitive disadvantage … and at the end of the day somebody coming across their page won’t care any way.

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B2B Email Lists Buy Guide

Lead411

Are you looking to buy a b2b email list for sales & marketing, but want to make sure you receive high quality data? Best Practices for Buying Email Lists. Our customers don’t have time to waste on bad data and they want access to Unlimited Email Lists. When I first founded Lead411 I could count on my hand which companies sold b2b email lists. Which is scary! ZoomInfo.

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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. And they expect an optimized customer experience from end to end.

How Customers Decide to Buy: Debunking Common Marketing Myths - Part 1 of 4

Cloud Potential

Customer's Buying Process How Customers Buyread more.

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9 New Ways To Nudge Your Customer To Buy

Buyer Insights

Buyer Psychology Featured Buying Process Nudge Nurturing risk Short Term Benefits Social Comparison Solution Selling Using Psychology To Sell More information is simply not enough to get the buyer to across the line - we all know that. If it was then we would write longer proposals and provide more detailed product sheets.

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Quit Obsessing About the Customer Journey

The Point

These days it seems to me that you can’t read a marketing blog, attend a marketing conference, listen to a marketing podcast, without hearing someone drone on about the customer journey. Suddenly, we are led to believe, the customer journey is all that matters. Lead nurturing , for example, must now coddle the buyer through every step of his/her journey to customer nirvana.

Winning Executive Buy-In for Martech Investments

Captora

Marketers occupy more and more real estate in the customer lifecycle every year. They’re responsible for prospecting, nurturing leads, supporting sales development, winning loyalty after the sale, and turning loyal customers into advocates. This cycle of advocacy and accountability will help you get leadership on your side and create faster consensus for future buying decisions.

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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. And they expect an optimized customer experience from end to end.

The Emerging Importance Of B2B Ethnography To Buyer Personas

Tony Zambito

Better, deeper, insightful, and well-rounded understanding of customers and buyers is on the top of the list for many CEOs and CMOs today. This is still a narrow buying process perspective designed to view the buy/sales cycle to a  “win” as opposed to a “loss”. Content, which suggests finding out basic demographics, pain points, personalities, and buying criteria.

5 Ways B2B CMOs Can improve Audience Development With Buyer Persona Research

Tony Zambito

Often, buyer persona interviewing advice is skewed towards using a win-loss approach focused on the buying process.  Such approaches reveal very little about the true goals driving and influencing behaviors related to how and why buying decisions are made, as well as, how content plays a role in such decisions. Focus on Customer Scenarios. by Gregor Črešnar. Let us face it. 

IgnitionOne Buys Knotice, Prompting Many Deep Thoughts

Customer Experience Matrix

Both vendors are listed in Raab Associates’ Guide to Customer Data Platforms in the “audience management” category. But the extract below from the CDP Guide also shows how they complement each other: Knotice does “fuzzy” matching of names and addresses and sends email, while IgnitionOne buys online media and selects best customer treatments.

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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. And they expect an optimized customer experience from end to end.

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

B2B Marketing Unplugged

We’ve all had that business of how much more it costs to acquire a customer than to retain one and, since June of 2012, we’ve been dealing with the apparent end of solution selling. That’s okay too because the buying and selling processes are asynchronous, right up to the point where the deal is finally done. Goodness. Just like that? Where do you think it went? .

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How Do We Find People Who Are Ready to Buy Our Product?

The Point

A prospective client asks: “What are the best demand generation strategies for finding people who are ready to buy our product?”. Conversely, if you offer an analyst report that compares different solutions, or an ROI calculator, or a free trial, you’re much more likely to attract and engage with prospects who are further along in their buying process. No it doesn’t.

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Marketers Are Struggling to Keep Up Customer Expectations: Here's Proof

Customer Experience Matrix

How pitiful is this: My wife left me alone all last weekend and the most mischief I could get into was looking for research about cross-channel customer views. Let's start with a truth universally acknowledged – that customers have rising expectations for personalized treatment. So, yes, customer expectations are rising and failing to meet them has a price.

Creating Content is a Waste of Time – Until You’ve Mapped the Buyer Journey [Part 1: Define The Buying Journey]

CMO Essentials

Content needs context, and that context is the customer’s buying journey. This first article explores defining the customer lifecycle and buying journey. The second article will explain mapping the buying journey. The Corporate Executive Board reports that B2B buyers are 57% of the way through the buying process before they engage a sales person.

3 Ways CMOs Can Achieve Deeper Insights Into The Customer Journey

Tony Zambito

As CMOs look ahead, gaining greater clarity into how buying behaviors are changing is becoming one of their most important aims. 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. The stages termed as Discover, Learn, Try, Buy, Use, and Advocacy.

It’s All About the (Challenger) Customer

ANNUITAS

We were invited in to be part of a roundtable discussion on the trends we are seeing in the industry and also discuss the forthcoming book from CEB, The Challenger Customer. The dialogue during the event was incredibly rich, as are the contents of the book that explores the concept that the buyers are driving today’s buying cycles and that these cycles are being driven by buying committees.

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