Remove 2010 Remove Behavior Remove Process Remove Purchase

Beyond Buyer Profiling To Buyer Personification

Tony Zambito

Whereby sales organizations, in particular, went through training on how to adapt to the personalities of individuals in the buying process. The Internet Propels Buying Behavior Shifts. by Evan Shuster. Segmentation has been a staple of business marketing and sales for several decades.

Baseone Buyersphere 2011 Report and the Changing B2B Buyer Behavior

Tony Zambito

  The Basone Buyersphere Report surveys approximately 1,000 businesses, heavily comprised of UK and European firms and ranging from small to multi-national enterprises, on the steps they take in making purchases

Trending Sources

Best Social Media Stats, Facts and Marketing Research of 2010


How are consumers and b2b decision makers using social media in their buying processes? Which social media platforms are most effective at influencing buyer behavior? Americans spent nearly a quarter of their time online on social networking sites and blogs in 2010, up from 15.8

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Four Must-Have Metrics for Marketing Measurement

Customer Experience Matrix

But the deeper point still stands: whether it’s evolutionary stages or purchasing stages, someone imposes conceptual order on the jumble of reality.)* Quick review: stage-based measurement tracks the ability of marketing programs to move leads through stages in the purchase process.

33 (of the) Best Marketing Strategy Guides and Insights of 2010


Big Ed’s Top 10 B2B Marketing Trends For 2010 by Marketing-Gimbal. Edward Brice pretty much nailed the significant b2b marketing developments for 2010 (e.g. 2010: Social Network Advertising and Marketing Outlook by Brian Solis.

The Brave New World of B2B Marketing - Are You Ready?

Everything Technology Marketing

Remember that today's prospects are actively searching for high-value information to help them better understand problems and solutions, make sense of available solutions, select the best fit for their requirements, and ultimately make an informed purchase decision?

5 Steps to B2B Marketing Success

Everything Technology Marketing

They want to be able to engage with a vendor when they are ready and actively seek out advice, often very late in the buying cycle, and have the vendor guide them through a complex buying and problem solving process - outsourcing part of the buying process to the vendor community if you will.

The Future of B2B Marketing: It's Social

Marketing Insider Group

He also implores us to block the traditional metaphor of the funnel which I also wrote about since it no longer aligns to the consumer buying process. It also identifies the increasing importance of loyalty and the lack of marketing focus on this stage of the process.

Turn B2B Buying Into a Social Experience

Tony Zambito

B2B marketing and sales has lived in a neat framework centered on the purchase transaction.    In some industries and marketplaces, this purchase transaction has been fairly straight forward.  Image via Wikipedia.

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Can CMOs Master The Customer Experience For Hispanic Shoppers?

Buzz Marketing for Technology

Posted in Advertising Behavioral Targeting Communities Mobile Personalization Testing Web Design. population between 2000 and 2010, rising from 35.3 million in 2010. The result can make for a smoother transition between social and commerce, a low-friction journey toward purchase.

Best of 2009: Social Media Marketing, Part 1


As the release notes, “Despite the fact that 77 percent of business technology decision-makers engage with social media on the job, most B2B marketers are not effectively using social technologies to influence the purchasing decisions of their customers.&# This very clever and ambitious post compares social media to chemistry, and lays out a “periodic table&# for social media encompassing different behaviors (e.g.,

Using a Purchase Funnel to Measure Marketing Effectiveness: Better than Last-Click Attribution But Far From Perfect

Customer Experience Matrix

The solution boils down to this: classify different contacts as related to the different stages in the buying process and then measure their effectiveness at moving customers from one stage to the next. Leadforce1 offers a range of typical B2B marketing automation features, but its main distinction is to infer each buyer's position in a four-stage funnel (discovery, evaluation, use, and affinity) based on Web behaviors.


Five Reasons You May Not Be Spending Enough on Content Marketing

The ROI Guy

Having the right content and tools to help fuel buyer’s decision making process is essential. Matter of Trust - although the research indicates that buyers truly rely on vendor content to help drive purchase decisions, with so much noise, buyers have become skeptical of vendor claims.

Reinvent the B2B Buyer Experience to Grow Revenues

Tony Zambito

  We have new variables that were hard to fathom a few short years ago, such as social media and networking, that are directly impacting buyer behavior.    Past buyer behaviors may no longer be solid predictors of future buyer behavior

The 4 B’s of Buyer Experience Innovation (2nd Rendition)

Tony Zambito

  However, gaining true insight into buyer behaviors, attitudes, perceptions, patterns, and etc. Buying processes and buying decisions are being restructured many times over.  Image via Wikipedia.

The 4 B’s of Buyer Experience Innovation

Tony Zambito

  However, gaining true insight into buyer behaviors, attitudes, perceptions, patterns, and etc. Buying processes and buying decisions are being restructured many times over.  Image by jordanfischer via Flickr.

Macro Trends Transforming the Buyer Experience

Tony Zambito

  Lauren further adds that a confluence of trends is changing the way buyers experience buying decisions and purchases.    Buyers desire the same simplification, ease of use, and ease of access that they may experience in consumer type purchases.   

The Seven Phases of the Buyer Experience Journey

Tony Zambito

  Katzenberg unveiled before the audience the experiences they underwent as they tried various story boarding processes and began using revolutionary technology to create animation like never before.  Image by david_shankbone via Flickr.

3 Ways to Enable The New Digital Buyer Journey

Tony Zambito

  The route the digital buyer persona takes today towards making a purchasing decision is a myriad of new paths along the journey brought on by traditional, digital, and social media avenues.  Image via Wikipedia.

Why Yellow Pages Ads Are Becoming Obsolete


Yellow Pages used to represent the final stage of the buying process when people were ready to make a purchase decision. But today the buying process is no longer a linear path ending with the book.

The 10 Rules for Creating a Buyer Persona: Rule 2

Tony Zambito

  They have served their purpose in looking at demographics, psychographics, customer purchasing data, geographic concentrations, and other characteristics.   Image by Trinity via Flickr.

Top 35 B2B Marketing Posts for May 2010

B2B Marketing Zone Posts

May 2010. 9 Social Listening & Tracking Tools - Marketing Genius Blog , May 7, 2010 Here is a list of 9 social media tracking and monitoring tools. 11 Myths of Social Media Marketing - Webbiquity , May 24, 2010 Though social media marketing is rapidly advancing in terms of adoption and sophistication, many marketers and business executives still struggle with it. 22 Educational Social Media Diagrams - Hubspot , May 24, 2010 Everyone learns differently. May 4, 2010.

Top 60 B2B Marketing Posts and Hottest Topics November 2010

B2B Marketing Zone Posts

Ten reasons to blog – even if nobody reads it - grow - Practical Marketing Solutions , November 7, 2010 Building an engaged community through a business blog can be extremely difficult — sometimes impossible. Social Media in B2B Marketing - Survey Results - Everything Technology Marketing , November 16, 2010 The B2B Technology Marketing Community on LinkedIn conducted a survey earlier this year to explore the rapidly changing landscape of social media in the context of B2B marketing.

Apples and Oranges


  While some of these “promises” can be achieved over time, it’s a fallacy to think that the purchase of technology will solve or eliminate all of our lead management issues. Lead Management is a set of six separate yet integrated processes – data, lead planning, lead qualification, lead routing, lead nurturing and metrics – that allow you to manage and measure every step of the buying process or sales funnel.  

The Ladder of Emotional Values: Pleasure Reigns

Writing on the Web

As incoming information from web and blog pages enters the brain and is processed, our emotional centers assign values to offers. Brain science, along with studies on decision making from behavioral economics, has shown that people often don’t use logical reasoning.

How to do Lead Nurturing Right


Marketing automation provider Marketo has just published The Definitive Guide to Lead Nurturing , a white paper that provides real value, covering the lead nurturing process from the basic how and why through ROI measurement.


B2B Marketing and Sales Books: What's On Your Summer Reading List?

Smashmouth Marketing

Note that all of the links are to Amazon, should you choose to purchase them. Jill is a master saleswoman, and she artfully delivers a message to improve the sales processes of her readers. The Catcher in the Rye. Moby Dick. Pride and Prejudice. The Grapes of Wrath.

Introducing Seed Nurturing

Modern B2B Marketing

Seed nurturing is the process of building relationships with qualified prospects before you have their contact information. If you succeed at this, you will stay top of mind with your prospects as they educate themselves and move through the early stages of their buying process. You may not know their name and email address, but you certainly can know a great deal about their interests and behaviors.

Wake up and Send More Email

Anything Goes Marketing

In today’s B2B purchase process, the marketer is no longer in charge. The marketer needs to make educational materials that will guide the prospect along the buyer’s journey as they progress through the evaluation stages to the eventual product purchase.

Why CEO’S Should Focus On Buyer Enablement

Tony Zambito

  CEO’s today faced the enormous challenge of disrupting the inertia of a seller-centric organization and adopting strategies and technologies that shift the balance of negotiation and navigation of a purchase in favor of the buyer.

Why Lead Management Automation Really Matters

Chris Koch

And that is a huge change in the buying process. ITSMA’s annual survey of IT buyers found that this year, for the first time, a majority of buyers in the US—and 75% when you include other countries—are using social media in the purchasing process—especially the younger ones. Buyers are removing salespeople from the buying process. What this all means is that buyers are really trying to remove salespeople from the earliest stages of the buying process.

What Lead Nurturing Content to Send When?


Lead Nurturing content contains information that prospects need to make a purchase decision. This process is called ‘content mapping’ Steve woods wrote a great primer on content mapping. With content mapping you can make sure that you cover all questions and objections that typically come up during the buying process. One option would be to assume that all new leads are just starting their buying process and need 6 months to make a decision.

Treehouse Interactive Refines Its Features and Targets Larger Firms

Customer Experience Matrix

Treehouse has since enabled imported data to trigger campaign actions, and promises behavior-based triggers in the near future. The CRM integration can now capture the search phrase and other referral details for leads imported from Web to Lead forms: this required special processing since embeds the information within a text string. Downloads are now part of contact history along with emails, campaigns, purchases, click-throughs and form actions.

If Lead Nurturing is the Question, is Software the Answer?

The Point

It will not design the emails and the landing pages (though it may make that process easier), nor define an offer strategy, nor dictate what emails to trigger, at what intervals, based on what demographic or behavioral criteria. I have seen many companies, beguiled by the promise of marketing automation, who purchase software with the expectation that they can flip a switch and lead nurturing will just happen.

Leveraging Actionable Customer Data for Revenue Growth

Everything Technology Marketing

But does your marketing organization have the ability to analyze this information in a way that provides your sales organization and leadership team with valuable insights into customer behavior? Customer analytics leverages customer behavior, trends, psychographic and demographic data to design more effective customer experiences and customer marketing. Your marketing organization will need the right people, processes, data and technology. Offers Free Edition: How Much Does It Lower True Cost of Entry?

Customer Experience Matrix

A marketing automation system is a highly considered purchase. This cost includes not just the software, but also the time spent to learn and operate the system, to develop new campaigns, and to design new business processes. Many marketing automation vendors have a “lite” system that is similar to the Genius Email Marketing, which includes Web behavior tracking and integration as well as outbound email.

Set the Record Straight: Marketing Automation vs. Email Programs


MA identifies companies and individuals that visit your site or landing pages, and based on their behavior, starts qualifying them as prospects. Many MA systems track pay-per-click campaigns, and thus can correlate quality leads, website behavior, and keyword entrances. Profile B: Executive buyer; upper management; interested in white papers and blogs that focus on overall ROI and revenue-generating issues and new processes.

Clarifying the Differences Between Database and Digital Marketing

Customer Experience Matrix

and behaviors (promotion responses, purchases, customer service interactions, etc.). Example: Web site behavior tied to a browser cookie.) This is far from useless – behavioral and contextual targeting can be quite powerful. Much of their messaging is blind to the audience who will see it, or can only be targeted on limited information about behavior or context. Summary: Database and digital marketing are both data-driven.

The Challenges in Adoption of Marketing Technology « The Effective.

The Effective Marketer

The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking The Challenges in Adoption of Marketing Technology A recent webinar hosted by Neolane, “ Crack the Code – Getting C-Suite Buy-In for Your Marketing Tech Purchases &# had a very interesting presentation by Suresh Vital from Forrester Research. Vendors should therefore really work with their customers and prospects in trying to justify the purchase.


Why People Buy Things Online [Data]


To catch up on the latest and greatest research about online buyer behavior, keep on reading. Below, we’ll cover eight data sets on buyer behavior, their key findings, and the lessons you should take away from each piece of research. 7) “ What Influences an Online Purchase Decision ”.

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