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Informed Customer Understanding Should Guide Marketing

Tony Zambito

For example, one shiny object has been content marketing.  For some who have gone “all in” with content marketing, they may just be discovering the constricting of their marketing to such has not been fruitful.  While others, were able to achieve significant growth via content marketing – whether by chance or by knowledgeable strategizing. by Anton Scherbik. Choosing Wisely.

Overcoming The Content Personalization Challenge With Buyer Persona Research

Tony Zambito

Recent surveys of marketing professionals by Rapt Media , Forrester , Seismic, SAP , IBM , and others all indicate that content personalization remains the biggest challenge for marketers this year and for the foreseeable future. For example, in a survey of 500 marketing professionals by Rapt Media, over 80% stated content personalization as their biggest challenge. 

State Of Buyer Personas 2016 Survey

Tony Zambito

Each year, since originating the concept of buyer personas in 2001-2002, I have reflected and offered a perspective on the state of buyer personas.  As in last year, I wish to incorporate the use of a survey to offer a comprehensive view of the state of buyer personas.  There has been much content propagated on buyer personas.  Take The State Of Buyer Persona 2016 Survey.

Are you using your website search as customer research?

Biznology

Suppose I told you that for every web page you have on your website, I could run a survey that tells you what customers’ questions that page leaves unanswered. Well, the name of that survey mechanism is your website search. Using that information to plan improvements to the content on that page is one of the fastest ways for you to improve the page. Like this post?

Evangelizing a Content Marketing Program

ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 1: Evangelizing Content and Setting Yourself Up for Success Copyright © 2015 Contently. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Content Marketing: Why 7 IV. Content Marketing: When 12 V. Content Marketing: How 17 VI.

New Research on How B2B Marketers Get More Leads

Act-On

Because lead generation is so important, there’s quite a bit of research that’s been done about it. Many of our peers have participated in surveys and case studies and other analyses. 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. That’s harder than it sounds.

4 Mistakes Marketers Make With Audience Research

Digital B2B Marketing

Marketers, encouraged by self-proclaimed gurus, experts and thought leaders, are increasingly misusing and abusing research and statistics when developing their marketing approach. Yes, market and audience research can be incredibly valuable. But when it is misused, even the best information can lead you in the wrong direction. Ignoring Surveys’ Common Behavior Bias.

Doing Content Marketing Right, and Wrong, at the Same Time [Australia Research]

Junta 42

The results of our 2016 Content Marketing Benchmark, Budgets, and Trends for Australia caught the research team in an interesting predicament. In addition, Australian marketers rated nearly all of the content marketing tactics, social media platforms, and paid methods of promotion as more effective this year than last. Content marketing is a marathon, not a sprint.

How To Lead With Customer-Focused Content

Tony Zambito

The explosion of content in the digital world is an unprecedented phenomenon just a few could have predicted twenty-five years ago.  Content is ubiquitous in all phases of life and in business.  In fact, it is getting harder and harder to find a slice of time where content is not invading precious personal or business space. by Creative Stall. New Dilemmas For Marketers.

Content Methodology: A Best Practices Report

Content. Practices Report Copyright © 2016 Contently. Why a Content Methodology Is Needed III. Culture of Content: The Foundation. for Content Methodology IV. Components of a Content Methodology V. Create a Content Plan VI. Contents “ If you want to learn. content possible based. the content creation and. Competitive Content.

5 Practical Content Marketing Tactics to Educate & Inform Your B2B Audience

KoMarketing Associates

Now comes the part where I’ll draw a parallel between Cinco de Mayo and content marketing…. In the spirit of educating ourselves on the significance of this festive holiday, let’s take a look at 5 practical content marketing tactics you can take to educate and inform your B2B audience ( we are still in the office until 5:00 pm, after all ): Attend In-Person Events. Be Human!

Survey Says: Slow Web Page Load Time Hurting B2B Vendors

KoMarketing Associates

They want information, they want it now, and if you aren’t giving it to them in that manner, they’ll simply go someplace else. This is exactly what we found when we conducted research for our 2014 B2B Web Usability Report (Stay tuned! The full survey results will be released next month). Can you imagine losing 66% of your visitors before they even see your content?

Tips From Demand Gen Report’s 2014 B2B Buyer Behavior Survey

It's All About Revenue

by Amanda Batista | Tweet this While the sales cycle is getting longer and buyers continued to wait to engage with sales, B2B buyers are more satisfied with the process than they were a year ago, according to Demand Gen Report’s 2014 B2B Buyer Behavior Survey. Are vendors doing a better job at guiding the journey through content? To what do you attribute this?

Research: The 3 social media secrets of B2B buyers

grow - Practical Marketing Solutions

But it is a survey with a twist because it doesn’t simply canvas marketer’s opinions — it also asks 500 European B2B procurement professionals about what they actually did while considering a real, major purchase over the last 12 months. 21% of buyers downloaded a presentation deck to support in their information gathering. By John Bottom, {grow} Community Member. But they did.

Definitive Guide to Planning a New Content Initiative

to plan and produce effective content for their respective companies. content initiative planned, launched and firing on all cylinders. In today’s noisy digital world, it’s more important than ever that marketers have a well- defined strategy for each content initiative. 11 Have we chosen a content topic or area of focus that we can sustain? Countless content.

B2B Budgeting for 2015: 10 Key Marketing Research Reports & Guides

KoMarketing Associates

research reports, trends, and important industry announcements in the B2B marketing space) for quite some time now. Why It’s Significant: This report provides a one-stop location for information on Internet usage, social media adoption, and mobile penetration worldwide and across key geographical markets. Chief Marketer’s Annual B2B Lead Generation Survey.

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The uncomfortable state of content marketing metrics

grow - Practical Marketing Solutions

In a post titled Content Marketing – It’s About to Get Weird , my friend Joe Pulizzi revealed disappointing findings from an annual research survey. Here’s Joe goes on to paint a hopeful picture of content marketing’s future by plugging this problem into the Gartner’s “hype cycle” model. Fixing the content marketing problem.

The B2B Content Marketing Buyer Disconnect [Research]

B2B Marketing Insider

The biggest mistake in content marketing is making the content all about you. I’ve said this more times than I can count. In fact, I’m not even sure promotional content qualifies as content marketing. But according to a recent study  of 500 global marketers from  the Economist Group , B2B content marketing programs are doing just that: making every effort to push and promote product pitches in their content efforts. 67% of the business leaders surveyed said that unique, timely and educational content improves their perception of a brand.

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

Tony Zambito

Incorporating Survey Data. wish to thank the (124) respondents of the State of Buyer Personas 2016 Survey for taking the time to complete the survey.  While there may have been redundancy in previous surveys , this particular survey is devoted to understanding the best practices associated with buyer persona development. by Scott Lewis. Reflective Commentary.

B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. They expect content to be relevant, easy to find, and mobile- friendly. B2B marketers are expected to use that data, in combination with new tools for content. relevant and carefully targeted) content. B2B Marketing Trends for 2016 3 Stop Trying to Win the Content Marketing War.

Research Shows Firms with Employee Advocacy Programs Grow Faster

Hinge Marketing

firm must instill a culture of belief in the content they create and active engagement in discussions on social networks. To find the answers , Hinge Research Institute teamed with Social Media Today. Together, we conducted a comprehensive online survey of 588 professionals who use social media for business purposes. Research Social MediaEmployee advocacy is not new.

Creating a Survey? 7 Tips for Getting More Respondents

Hubspot

Surveys. Done well, a single survey that follows best practices can yield eye-opening information -- the kind that forever changes the direction of an organization for the better. On the other hand, a poorly written survey will return useless data while creating a frustrating experience for the respondent. So, why do these long, agonizing surveys persist?

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. Traditional survey methods and conventional win/loss analysis are proving to be dead end approaches.

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

Webbiquity

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? ” Nearly a quarter prefer video content to text. Or that 73% of U.S.

B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. They expect content to be relevant, easy to find, and mobile- friendly. B2B marketers are expected to use that data, in combination with new tools for content. relevant and carefully targeted) content. B2B Marketing Trends for 2016 3 Stop Trying to Win the Content Marketing War.

Your Feedback is Needed! This Year’s B2B Website Usability Survey

KoMarketing Associates

Earlier this year, we released findings from a survey we ran in conjunction with Dianna Huff, asking B2B buyers about the role vendor websites play in the B2B buying process. The 2014-2015 Survey is Here! We’re excited to relaunch the B2B Website Usability Survey , with a revised set of questions based on what we learned last year through analysis and feedback from respondents.

14 Tools & Resources for Conducting Market Research

Hubspot

To read more content like this, subscribe to Agency Post. In fact, research shows Americans buy the same 150 items, which accounts for 85% of household needs. In part, we can blame lack of research for why there are so many unsuccessful product launches and ill-conceived new feature additions. 14 Market Research Resources. 1) Google Insights Databoard. census data.

Best Social Media Stats, Facts and Marketing Research of 2010

Webbiquity

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. Marketing Salary Survey: Social Media Marketing by Aquent.

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The Research Methods of Social Buyerology

Tony Zambito

  This is a follow up article that looks at the methods for helping B2B to research and gain valuable insights about the social buyer.    Multi-disciplinary approaches yielding new understandings will inform B2B organizations on adapting to as well as aligning with the evolving networked behaviors of social buyers.  Image by smemon87 via Flickr.

B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. They expect content to be relevant, easy to find, and mobile- friendly. B2B marketers are expected to use that data, in combination with new tools for content. relevant and carefully targeted) content. B2B Marketing Trends for 2016 3 Stop Trying to Win the Content Marketing War.

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.” In this same survey mentioned above, it was found 50% or more of marketers surveyed have not engaged in researching and creating buyer personas for their marketing efforts. by Matt Brooks.

7 Content Marketing Mistakes Costing You Time and Money

Act-On

Content marketing is getting harder. Ironically, it’s because of the content itself. There’s just a crazy amount of content available right now. Here’s what the increase looks like year over year: That rate of content publishing – sometimes called content “velocity” – isn’t going to stop. Because it appears the more content we publish, the less engagement we get.

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Beyond Buyer Profiling To Buyer Personification

Tony Zambito

When the Internet came along, we began to see a seismic shift in how buyers gathered information and made decisions.  As time progressed in the early decade of 2000 to 2010, reliance on the sales representative for product and solutions information began to diminish. The numbers bear this out as seen by several surveys showing content marketing effectiveness declining.

2016 High Growth Research Report Released

Hinge Marketing

If you are at all familiar with Hinge, you know that we do an awful lot of research on high growth professional services firms. For some time now we have been considering conducting an annual survey. Our latest research report marks the first of Hinge’s new annual High Growth Study. The growth rates for each of the research groups is shown in Figure 2. At a Glance.

7 Elements Of Customer Understanding The C-Suite Must Master

Tony Zambito

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. Here are seven elements CEOs and their teams must develop in order to make informed decisions to achieve growth: 1 – Research, Analytics, And Insights. by Yarden Gilboa. It Takes All Seven.

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

Webbiquity

Reports, surveys, studies and infographics are among the most popular content posted and shared across social networks. But which networks are most effective for spreading the content produced? Who is actually consuming all of this content? Researchers To Marketers: Go Social, Mobile by MediaPost Online Media Daily. ” B2B Marketing Research and Statistics.