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How Marketers Are Managing The Buyer Journey [Infographic]

It's All About Revenue

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

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.

Understanding the Buyers Journey

PR Meets Marketing

In marketing, and product marketing specifically, the main goal is to understand the buyer’s journey – how do buyers search, find, and eventually select a vendor. In LinkedIn’s recently published eBook titled “ Rethink the B2B Buyer’s Journey “, the company surveys 6,000 marketers, buyers and salespeople to delve deeper into this topic.

Include video content in your buyers’ journey


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 buyersjourney will build business value at every stage of the buying cycle. Video FAQs that answer common buyer questions.

3 Tips to Optimize the New Buyer Journey


The post 3 Tips to Optimize the New Buyer Journey appeared first on Salesfusion

Pursuit Of Goals Drive Buyer’s Journey

Tony Zambito

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.  In sales for the past few decades, it has been called understanding the buying process.  Goals Drive The Buyer’s Journey. One of my favorite apps is the Starbuck’s app. 

Aligning your Video Strategy to the Buyer Journey


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.

How Understanding The Goals And Intent Of Buyers Can Transform Marketing

Tony Zambito

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.

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How to Create Content for Every Stage of the Buyer's Journey


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.

The Buyer's Journey or Hide and Seek?

The ROI Guy

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 to align sales and marketing around a seamless buyer journey


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


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).

7 Elements Of Customer Understanding The C-Suite Must Master

Tony Zambito

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. by Yarden Gilboa. Changes in customer and buying behaviors continue to rock the very foundations of many industries. It Takes All Seven.

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. We will wrap up this series with a discussion on how content and the buyer’s journey must work together for effective marketing. Connection.

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. 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.

Rethinking Market Strategy In A Digital Economy

Tony Zambito

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

4 Myths Preventing True B2B Customer Understanding

Tony Zambito

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.).

Are Your Buyer Personas Data Overkill?

Tony Zambito

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. Why do I say labeled in name only

Mapping Buying Experiences: Creating Growth Through Aligning With Buyer Goals

Tony Zambito

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.  In consumer-driven marketplaces, some of these approaches have been used successfully to reshape overall customer experiences. Understanding Buyer Interactions Matter. Aligning With Goals.

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


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

Tony Zambito

Various studies have shown buyers continue to find as much as 60-to-75% of content to be non-relevant.  In one study, SiriusDecisions found 60-to-70% of B2B content produced goes unused. However, approaches to understanding buyers have only evolved marginally in the same time period. The consecutive years of high percentages of content going unused by buyers bear this out.

Overcoming The Content Personalization Challenge With Buyer Persona Research

Tony Zambito

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.

Is B2B Content Engagement Heading In The Wrong Direction?

Tony Zambito

Track Maven referred to this as the “content marketing paradox” when publishing the study. I am not sure it is a paradox.  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.  A paradox suggests you may not be able to make sense of such as outcome for it is not the expected outcome.

How to Use Video in Each Stage of the Buyer's Journey [Free Interactive Guide]


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

State Of Buyer Personas 2016: Strong Correlation Between Effectiveness And Goals

Tony Zambito

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.

The Telltale 8% Drop In Content Marketing Effectiveness

Tony Zambito

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.  In the Forrester report, specific to Sales Enablement surveying over 300 business and IT decision-makers, it ironically proves to be a telltale state of the union about content marketing. by Aha-Soft.

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

Tony Zambito

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.  believe, in part, the issue is fertilized by efforts to capitalize on the emerging popularity of the term buyer persona.  This is where buyer profiling can be helpful.

B2B Buzzwords: Sales Funnel, Buyer's Journey, and Inbound Methodology

B2B Ideas @ Work

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.

Take to the Open Road: Reduce Rework and Automate the Buyer Journey Without Flowcharts

Modern B2B Marketing

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. How can you automate customer interactions to match the complexity of buyer interactions without overburdening your team?

Creating Content is a Waste of Time – Until You Have Mapped the Buyer Journey Part 3: Match and Mix Content, Channel and Lifecycle

CMO Essentials

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.

Creating Content is a Waste of Time – Until You Have Mapped the Buyer Journey [Part 2: Map The Customer Buying Journey]

CMO Essentials

You may recall that content needs context and that the context is the customer’s buying journey. In the first article , we explored defining the customer lifecycle and buying journey. In this article, we’ll explain the process of mapping the buying journey. Now, once you have defined the journey and the associated behaviors, you are ready to employ a process to map it.

Buyerology Trend: Think Buyer Decision Model vs. Buyer Journey

Tony Zambito

This is the fifth in a series of articles looking at buyer trends that will influence marketing and sales in the near and foreseeable future.    We explored so far experience creation , BIG insights , demand fulfillment , and buyer networks.  Buyer Trend: Buyer Decision Models Are Transforming. What Must CEO’s, CMO’s, and CSO’s Do?

Informed Customer Understanding Should Guide Marketing

Tony Zambito

Using user and buyer personas to help communicate a common view of customers to the organization. Such a guiding framework based on buyer research and a communications platform consisting of personas can help ensure the organization is working in concert towards helping customers to achieve their goals.  by Anton Scherbik. If it were only that simple…. What Should Guide Marketing?

Buyer Decisions Are Not What You Think

Tony Zambito

When marketing and sales leaders often think about how buyers make decisions, they are viewed through a prism of buyers making rational and process-driven decisions.  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. 

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.  Buyer persona research can play a role.  by Creative Stall.

Is Your Organization Ready For Market Strategy In A Digital Economy?

Tony Zambito

Whereby the consumer and the business buyer makes little distinction between the two.  Community Preparedness by Iconathon. The digitization of the global economy is resulting in a tidal wave of new business and operating models throughout the world.  Sparking rapid forms of innovations and turning existing markets upside down with new market rules and design.  How Companies Get Ready.

Beyond Buyer Profiling To Buyer Personification

Tony Zambito

Coinciding with this period was the introduction of strategic selling to the individuals within a team of buyers. Miller Heiman introduced the concept in the mid- 1980’s.  It is where we first saw the distinctions given to the economic buyer, the technical buyer, and the user buyer. These combined perspective resulted in an emphasis on profiling the individual buyer.

3 Ways CMOs Can Achieve Deeper Insights Into The Customer Journey

Tony Zambito

The idea of understanding the customer journey or buyer’s journey has come into vogue during the past couple of years. The journey concept first popped up during the initial Total Quality Movement in the ‘80’s and made popular by Deming. When the concept of customer experience burst onto the business world in the late ‘90’s, a natural extension became customer journey mapping.  In fact, the first large scaled buyer persona development initiative ever done was accompanied by detailed customer journey mapping in 2002. by Vica Design.

How Product Planning Uses the Buyers’ Journey


Buyer's Journey Product MarketingProduct planning as an activity is more art than science. Requirements pour in from various quarters – customers, prospects, partners and internal sources. The more data they can base their prioritization decisions on, the more scientific the planning process becomes.

State Of Buyer Personas 2016 Survey

Tony Zambito

This has been an eventful year.  We are seeing continued growth in the adoption of buyer personas as a means for understanding buyers and customers.  At the same time, the growth is fraught with the perils of buyer personas being misunderstood, mislabeled, and serving as a cover for basic buyer profiling. There has been much content propagated on buyer personas.