A Complete Guide To The Buyer Journey
FEBRUARY 21, 2017
The buyer journey is often described in terms of content needs or customer needs. While these are important, there lacks a clear description of the buyer journey in terms of the goals and role of the marketer. The job the marketer is create revenue, and in order to get there they must succeed at each of the four stages of the buyer journey. Conclusion.
14 Visualizations Mapping The B2B Buyer Journey
MARCH 2, 2017
Our understanding the B2B buyer’s journey, from market realization to vendor selection, becomes critical in developing a successful online marketing program. But how does the B2B online marketer go about uncovering their buyer’s journey? The place to start is in understanding the different phases of the B2B buyer journey itself. To get this process started, we’ve compiled 14 visualizations designed to aid marketers in defining their own B2B buyer journey. B2B Buyer Journey Basics. The Voice of Your customer.
How Marketers Are Managing The Buyer Journey [Infographic]
It's All About Revenue
JANUARY 30, 2014
In 2012, Forrester indicated that buyers could be up to 90% through their buyer’s journey before even reaching out to a vendor. Given the wealth of information, research, and reviews out there with which buyers can educate themselves, this statistic isn’t too surprising. Sure, the B2B buyer may be in the driver’s seat when it comes to the buying process.
How Organizations are Leveraging Content Across the Buyer Journey
It's All About Revenue
FEBRUARY 22, 2016
However, content isn’t only effective in the strict “marketing” sense — content satisfies the entire buyer journey, from awareness, to engagement, to lead generation, to sales enablement, and even to customer success. But this is only the start of the buyer journey. In fact, content is the lifeblood of your entire organization. And doing.
How The Content Illusion Is Leading Marketing Astray In The Era Of Digital Transformation
FEBRUARY 5, 2017
In my previous article entitled Rethinking Buyer Personas In An Era Of Digital Transformation , I noted that digital interaction will matter more than content. I am speaking about how personas ( buyer personas in particular) are often positioned as “profiles” to determine what people will read and where their “waterholes” are. 4 – The Customer Journey Is Not The Content Journey.
Reboot Buyer Insights To Drive B2B Growth
MARCH 12, 2017
The scale of disruption will mean the B2B buyer and seller dynamic will continue to be rocked. It is safe to say that no industry or B2B markets will go without some form of disruption affecting buyers and buying behaviors. The realization is setting in for senior executives that the time to develop their buyer insights assets and competencies is becoming mission-critical.
Accelerating the Buyers Journey: Less Features and More Value
The ROI Guy
SEPTEMBER 21, 2016
You are putting together your content marketing roadmap, figuring out what content you need to best engage and motivate prospect’s through the buyer’s journey. Across the buyer’s journey you need less of the right personalized value-focused content, to motivate buyers from “do nothing” to “yes”. The major buyer question: Why Change? It’s clear.
5 Roadblocks Your Content Strategy Needs to Avoid in the Buyer's Journey
It's All About Revenue
NOVEMBER 4, 2016
The B2B buyer’s journey consists of the actions that a prospect takes from discovery of the product to purchase of the product, and your marketing content has a great influence on that journey. Consider these two points: 67% of the buyer’s journey is now digital. At a high level, the buyer’s journey consists of three different stages: Awareness stage.
Include video content in your buyers’ journey
AUGUST 10, 2015
In addition to your buyers’ love for video, it is easy to understand why business video content marketing has been gaining momentum – the impact that video gives to every day sales and marketing results. Including video content into your buyers’ journey will build business value at every stage of the buying cycle. Video FAQs that answer common buyer questions.
Call To Action: Close Your Buyer Journey Gaps
JULY 2, 2015
Aberdeen Research shows that mapping your buyer’s journey can increase marketing investment ROI, reduce customer support costs, and shorten your sales cycle. We have organized our companies around domain expertise that aligns to specific segments of the buyer journey. However, our buyer is not so discerning. Stage 1: The Purchase Trigger. or “Three Ways to….”.
Aligning your Video Strategy to the Buyer Journey
DECEMBER 1, 2015
For B2B marketers, especially, we’re both on a long complex journey, but we are not afraid to take bold steps. We know that today’s buyer journey is long, complex and involves a lot of consumption of marketing-created content through digital channels. Which makes video the perfect medium for engaging buyers. Video allows us to connect with buyers on a rational and an emotional level. Marketers have become better at tuning it to every buyer stage. The post Aligning your Video Strategy to the Buyer Journey appeared first on Vidyard.
Pursuit Of Goals Drive Buyer’s Journey
SEPTEMBER 28, 2016
Customer Journey by Rafael Garcia Motta. Buyer’s Journey Is A Pursuit. The idea of understanding the process by which buyers make choices and decisions has been around for quite some time. When customer experience concepts burst on the scene 15-20 years ago, it was called customer journey mapping. Goals Drive The Buyer’s Journey. Enjoy.).
The Buyer's Journey or Hide and Seek?
The ROI Guy
JANUARY 21, 2015
The Buyer’s Journey back then was from 37th and 6th (or as many blocks as it took to make our pitch and gain a commitment). Technology has certainly made it easier to market and sell your products, but at the same time the process for gaining and maintaining buyer interest and commitment has become increasingly difficult. The term ‘buyer’s journey’ appeared a few years back and referred to a process where buyers moved along a straight line from gathering ideas and exploration to evaluation and selection and if you helped to nudge them along, you were golden.
How Understanding The Goals And Intent Of Buyers Can Transform Marketing
JULY 17, 2016
Understanding the difference between intent-driven and goal-driven behaviors allows for deeper levels of understanding buyers (customers). Primarily, it helps with making sense of the tasks and activities buyers perform. This is also an important principle behind buyer insights research and buyer persona development. Transformation by Yu Luck. Tasks Versus Goals.
How to Create Content for Every Stage of the Buyer's Journey
AUGUST 12, 2016
That's because at any given time, your prospective customers are all at different points in their journeys toward a purchase. The internet has made it easier for marketers (and salespeople) to engage customers at the various stages of their journey using content marketing. Defining the Buyer's Journey. Create a More Engaging Buyer’s Journey. Examples.
How to align sales and marketing around a seamless buyer journey
MARCH 19, 2015
The post How to align sales and marketing around a seamless buyer journey appeared first on Salesfusion. Marketing Automation B2B Marketing
8 Personalization Trends That Are Reinventing the Buyer's Journey
SEPTEMBER 24, 2015
If we think about offline buyer/brand relationships, customer loyalty results (in part) when a brand can form a relationship with the buyer through acts of thoughtful remembrance. One of the big challenges businesses face today is creating this same experience for buyers online. That means the buyer’s journey is longer than ever before (especially for B2B).
Creating Content is a Waste of Time – Until You’ve Mapped the Buyer Journey [Part 1: Define The Buying Journey]
MARCH 3, 2015
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. We will wrap up this series with a discussion on how content and the buyer’s journey must work together for effective marketing. Connection.
7 Elements Of Customer Understanding The C-Suite Must Master
NOVEMBER 22, 2015
Organizations should strive to develop buyer personas , user personas, and customer personas. For example, in one buyer persona research study completed for an organization in the logistics industry, we found as manufacturers became more global, U.S. 4 – Customer Journey Mapping. by Yarden Gilboa. Advocating promises of revelatory insights through the push of a button.
New Buyer Insights Needed To Unlock Growth In An Era Of B2B Digital Transformation
MARCH 6, 2017
Such transformation will also redefine what it means to acquire buyer insights. The paradigm of buyer insights will shift and be reshaped by the forces impacting the global digital economy. What we can be sure of is the buyer insights of the future will be fundamentally different than the buyer insights of the past. Buyer Insights That Matter For The Future.
The Emerging Importance Of B2B Ethnography To Buyer Personas
OCTOBER 26, 2015
Better, deeper, insightful, and well-rounded understanding of customers and buyers is on the top of the list for many CEOs and CMOs today. Redefining The Meaning Of Buyer Understanding. 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.
4 Myths Preventing True B2B Customer Understanding
MARCH 6, 2016
In my years since launching Buyer Persona Research , the most successful companies utilizing buyer personas have made it about the latter – not the former. That is, making their buyer personas about customer research and not confirming existing buyer profiling assumptions. However, a big problem exists in buyer persona research and development today. Enjoy.).
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. Including experience mapping, journey mapping, ethnographic research, design thinking, and customer co-design. Understanding Buyer Interactions Matter. How new buyers and repeat customers are interacting with organizations today is putting many companies on the spot to adapt.
Are Your Buyer Personas Data Overkill?
AUGUST 14, 2016
As the concept of buyer personas has crept into the conscious of both B2C and B2B Marketing, so has misguided representations of buyer personas become prevalent. With many touted frameworks and processes being representative of buyer personas in name only. This approach of having 15 plus profile categories amounts to buyer profiling. Buyer Personas Lost In Data Overkill.
Rethinking Market Strategy In A Digital Economy
OCTOBER 23, 2016
Additionally, the concept of clearly separated groups of buyers and users is being replaced by a new concept of networked groups who are simultaneously buyers and users making goal-directed decisions. Usage Behaviors : How products and services are used today are integrated into all aspects of work and life blurring the lines between how organizations define users and buyers.
How to Do Market Research: A Step-by-Step Guide to Understanding Your Buyer's Journey
APRIL 26, 2016
By now, you probably know that today's buyers hold all of the power when making a purchasing decision. 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. What's a marketer to do to make sure your buyers find you early and often? Step 2: Recruit Buyers. Closing.
Goal-Directed Marketing: How Marketers Can Help Buyers Achieve Their Goals
OCTOBER 4, 2015
Various studies have shown buyers continue to find as much as 60-to-75% of content to be non-relevant. However, approaches to understanding buyers have only evolved marginally in the same time period. The problem faced by marketers is there continues to be a lack of understanding about why buyers truly make choices and decisions. Goals Matter To Buyers.
Is B2B Content Engagement Heading In The Wrong Direction?
FEBRUARY 28, 2016
My interaction with buyers, via hundreds of B2B buyer interviews in multiple industries, leads me to believe this outcome is a correlation as opposed to a paradox. This is: Marketing and Sales Overly Focused On the Buyer’s Journey : This approach has come into vogue the past 2-3 years. Buyers Frame Their Issue Through Scenarios – Not Journeys.
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. The majority of content today is not hitting the mark with buyers and customers. Bringing organizations, no closer to customers or buyers than when they first began technology implementation. Buyer Persona Research.
This is the week that was in B2B: from Jetson’s reboot to buyer journey revelations
Earnest about B2B
FEBRUARY 6, 2017
Buyer journey insights’ of the week. …go Following its new B2B buyer survey, our friends at Circle revealed that there are in fact lots of similarities between how people buy across many different B2B markets. So 86% of buyers start with a preference for one supplier even before the review process. Not your ordinary B2B campaign. Whatever next? Revelation’ of the week.
State Of Buyer Personas 2016: Strong Correlation Between Effectiveness And Goals
JANUARY 3, 2016
In 2016, we will mark the fifteenth year since buyer personas were first introduced. The journey, however, continues towards professionals and organizations gaining a true understanding of what buyer persona development entails. What is clear is buyer personas are now entering the mainstream of dialogue when it comes to overall customer understanding. . by Scott Lewis.
How to Use Video in Each Stage of the Buyer's Journey [Free Interactive Guide]
MAY 2, 2016
Start by focusing on the buyer's journey. The buyer's journey is the active research process a buyer goes through leading up to a purchase. You'll also learn: A breakdown of the buyer's journey and where your business can incorporate video. What's more, 55% of people watch videos online every day. How do you do this? Video Daily Promo
New Approaches To Understand Customers Needed In A Digital Transformation World
JANUARY 29, 2017
In my article Rethinking Buyer Personas In An Era Of Digital Transformation , I presented four trends impacting the state of buyer persona development. Whereby, rethinking buyer persona development and insight gathering in a digital-centric world becomes a necessity. This applies to buyer persona development today. Illustration by Nikita Kozin. Not particularly.
B2B Buzzwords: Sales Funnel, Buyer's Journey, and Inbound Methodology
B2B Ideas @ Work
JULY 1, 2015
This blog is for those of us that can't tell the difference between "Sales Funnel" "Buyer's Journey" and "Inbound Methodology." If for no one else, it's for myself. For a while I had no idea what the difference was between these three words. Considering a lot of the blogs I've read over the past couple of months, there are other people in the same boat. Let's check it out.
The Telltale 8% Drop In Content Marketing Effectiveness
OCTOBER 9, 2015
Buyers Are Saying The Same. Recent surveys, from the likes of Forrester and SiriusDecisions , indicate the sentiment is nearly 70% or more of buyers outright reject content. These mirror my own findings in conducting qualitative buyer persona research interviews directly with buyers the past two years. The Right Buyer Understanding Matters. by Aha-Soft.
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. Buyer Profiling.
Creating Content is a Waste of Time – Until You Have Mapped the Buyer Journey Part 3: Match and Mix Content, Channel and Lifecycle
MARCH 18, 2015
In the first two articles, we defined and mapped the customer lifecycle and buying journey. Because the buying journey serves as the frame of reference and context for all the content we produce. This why you must understand what touches and channels your customers prefer along each point in their buying journey. Content is the new Holy Grail. Weave it all Together. Summary.
Take to the Open Road: Reduce Rework and Automate the Buyer Journey Without Flowcharts
Modern B2B Marketing
FEBRUARY 3, 2016
Because of the number of channels being managed and rising expectations from buyers for immediate and personalized communication, automation is essential —but in order to keep up with the growing pace and volume of digital interactions, it must be simplified. So, how can you automate the buyer journey without overburdening your marketing team with a need for technical expertise?