Elmo Lewis developed the Purchase Funnel, the now familiar pathway customers travel from consideration to purchase. The Purchase Funnel. Awareness - A person becomes aware of the product either through advertising or the recommendation of a friend. Interest - After having been made aware of the product or service and determining its relevance, the person expresses interest. Action - The person puts desire into action and makes a purchase decision. The study identified six behavioral or mental states a buyer experiences when considering a purchase. MORE >>

The notion that perceived risks influences purchasing behavior has been around for quite some time.    As we have seen an increase in the complexity of the buying process, we are seeing a correlating increase in Buyer Perceived Risks (BPR)© associated with purchase decisions.    What research with C-Suite executives has borne out is that this understanding arrives too late when it comes to new services, products, and strategies.  Image by IceSabre via Flickr. What does understanding choice have to do with Buyer Perceived Risks (BPR)© ?  MORE >>

ZoomInfo: When trying to reach C-level buyers, there seems to be an increasing number of gatekeepers in the purchasing process, from “fans” to “champions.” ZoomInfo: Once sellers do get an opportunity with a C-level buyer, why do they tend to ‘show up and throw up’ and bombard the buyer with information about products and services? And when sales reps do get that meeting there is a tendency for non-senior salespeople to feel compelled to explain the worthiness of their products and how great their company is. However, the greater motivation for big b-to-b purchases is ego. MORE >>

Consumers connect, rate, discuss, and consume product information and reviews like never before, making a strong online presence paramount for all sizes of ecommerce businesses. Ecommerce inbound marketing makes it possible for online stores to take advantage of the emerging social revolution by gravitating consumers to their own brands and products, driving organic and social media traffic and sales, lowering COCA, and increasing the adoption of customer retention along the way. Enjoy! Ecommerce Marketing Software - All-In-One Inbound Marketing Software. Connect with HubSpot MORE >>

Eccolo and Global Marketing Insite collected responses from 501 participants, who were C-level execs, VPs, directors, managers, developers/programmers and technicians - all of which participate in technology purchase decisions in some way. Product brochures/data sheets. Here are some key findings: Buyers like their options - As new collateral types gain popularity, technology purchasers don’t appear to be abandoning any single form of collateral, but rather taking advantage of a broader range of choices. We all work hard to create attractive content. Podcasts. Video. MORE >>