Stories that Sell

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The Risk of Stripping Down Customer Case Studies

Stories that Sell

If someone is going to spend hundreds of thousands or millions of dollars on buying a product or service, then they assuredly need plenty of information to support the decision. What about customer case studies? Among my clients and peers, the debate is whether buyers will read longer customer case studies. B2B marketing Case study writing customer case studies

Another Idea for Getting No-Go Customers off the Fence

Stories that Sell

And year after year since then, I hear the same challenge  from organizations as the main reason they don’t create more case studies. "We can't get customers to agree to do them!". The truth is, you have to sell the idea to the customer. Or they might be moved by activities in tandem with a case study such as the chance to network with peers on your customer advisory board.

Why Some Buyers Don’t Look at Case Studies

Stories that Sell

You probably don''t just get up in the morning, head to a dealership, drive one and buy. Then you head to the automaker''s website and notice they have a link for customer success stories. You follow the link to see the customer stories and. It sounds ridiculous when you think about having to provide your information in exchange for seeing customer stories during a major consumer purchase. Last week I set out, as I occasionally do, to find examples of great customer case studies online. Locked. Toyota does this nicely.). The door''s locked. 10 fields!

How HP Case Studies Cater to Readers and Skimmers

Stories that Sell

So how does that affect the way you present customer stories? Or, someone might intially skim but read more closely further into the buying cycle. Given that, it's important to structure your customer case studies and success stories to meet the needs of both types of readers. HP does this nicely in a story featuring a restaurant customer. On a web summary, do the same.

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.

Dear Vendor: You’re Not Helping Me Buy from You

Stories that Sell

We want to buy but distinguishing one vendor from another is tough and time-sapping. Some juicy customer stories showing how a vendor provided a positive experience for other homeowners. But website after website show no sign of the customer’s voice. Every business needs customer case studies, but I know they compete with other budget dollars. You know what would help?

Customer References Trim the Sales Cycle

Stories that Sell

Customer case studies pull major weight among your marketing and sales materials. But they are just one way that a customer can serve as a reference for a business. Customer stories fall under the bigger umbrella of customer reference activities, which can involve anything from taking a phone call from a prospect, speaking to an analyst or agreeing to a press release.

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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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.

Confusing Customer Segmentation, Buyer Profiling, and Buyer Personas Harms Marketing

Tony Zambito

Compounding the issue today is the prevalent use of the term buyer persona to describe customer segmentation and buyer profiling efforts.   The issue I am referring to is the confusion that can surround distinguishing between customer segmentation, buyer profiling, and buyer personas today. Customer Segmentation. Buying criteria and risk factors. Buying team structures.

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.

How B2B CMOs Can Achieve Customer-Centric Marketing With Buyer Personas

Tony Zambito

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.”.

4 Steps to Lead Nurturing: Walking the buying path with your customers

B2B Lead Generation Blog

Get out your walking shoes, and take a journey with your customers. 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.” What is a customer journey map? Can we afford it?

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.

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.

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.

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.

3 Ways To Gain Executive Buy In


So, how can you share ideas and influence change within your organization and gain the often elusive executive buy in? Understanding the value and keys to of obtaining executive buy in is timely as event season is just about to kick-off. You see and experience when the market, customer or partnership are ready for change through direct contact and intelligence gathering.

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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.

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.

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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B2B Email Lists Buy Guide


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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Buying Triggers and Why They Matter


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-.

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.

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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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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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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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

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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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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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.  Customer behaviors have significantly shifted in the last decade impacting conventional thinking on the role of marketing and sales and their abilities to connect with customers.

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.

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.

Turn B2B Buying Into a Social Experience

Tony Zambito

  In others, there has been a mix of complex buying and selling cycles put into play to ultimately reach a purchase transaction.    The key lies in how well you and your organization are responding to the most transformative changes in B2B buying we’ve seen in several decades at least. funny thing is also happening along the way to this transformation in B2B Buying

How Content Impacts the Buying Journey: ABM vs. Demand Gen


Define the personas involved in the buying process and create specific content directed at them. Use LinkedIn to display the details and registration link to users with “paid media” in their job title or skills, and who work at companies within industries of your target customer base. At its core, content is a demand generation tactic used to fill the top of the funnel with leads.

It’s All About the (Challenger) Customer


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.

What You Get When You Buy Technology


“Nobody ever got fired for buying IBM.”. As Corporate Visions notes , “In the 1980s, if you had to decide what computer hardware to buy for your company, these words rang through your head. It It made your buying decision pretty easy. And, Another factor has to do with who makes the buying decision. This one’s simple: buy the right stuff to begin with.

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Winning Executive Buy-In for Martech Investments


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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