Google Takes a Fresh Look at the Buying Process

B2B Marketing Directions

In fact, the earliest formal description of the buying process - Elmo Lewis' famous AIDA model - is now more than 100 years old. B2B Branding B2B Buyers B2B Buying Process B2B Marketing Marketing Effectiveness

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Seven Buyer and Sales Trends to Watch in 2011

Tony Zambito

Reflecting on 2010, one cannot miss the incredible pace of change that is underway in B2B organizations as they adapt to the new state of mind of buyers.  Thinking   Thinking ahead to 2011, this pace of change will increase significantly as requirements of buyers intensify measureably.    Buyer behavior as a result is changing significantly on two fronts.  Trend 2: Organizations will focus on reinventing the buyer experience.


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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.    There is less visibility to buyers and just exactly when they decide to enter a buyer’s journey let alone a conventional view of the so called funnel.   Past buyer behaviors may no longer be solid predictors of future buyer behavior.  Image by jackanapes via Flickr.

Creating Data-Driven Buyer’s Journeys


Too many marketing consultants build buyer and user journeys with anecdotal data: one-off stories they glean from prospect and client interviews that they feel match up with the truth. These days, it’s inexcusable because we have fantastic user data that we can use to build fantastic journeys. If you want to learn how to create meaty, data-driven buyer journeys , read on! Buyer Journey Definition.


Dump the Sales Funnel in Favor of Lifecycle Marketing

Content Marketing Institute

The sales funnel doesn’t help predict anything about buyers: Not their mentality, not their movement through the buyer’s journey , and not when they might make a purchase. Modern buyers are too unpredictable. She goes on to name three new buyer behaviors/types: “Well-advised” consumer – Buyers want to make the right decisions, no matter how small, and they’re using their smartphones to get informed. Is that type of journey plottable on a sales funnel?

Key Takeaways from attending 7 Talks at B2B Ignite 2018

Onalytica B2B

Here’s my key takeaways from the 7 talks I attended this year: R ory Sutherland – Think You Understand B2B Buyers? The incorrect assumption that buyers behave in an economists’ definition of rationality is particularly more prevalent among non-marketing colleagues in a B2B environment. Failures in communications or the customer journey can easily cause a customer to judge your brand in a negative way. Customer journey mapping.

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20 Ingenious Ideas to Transform Customer Experience (CX) in 2020

Martech Advisor

The customer journey is no longer confined to the process of completing a transaction. It spans the journey from the moment when a prospect hears about your brand until they become your customer and it goes well beyond that. Depict the Hero’s Journey. The Hero's Journey.

A Conversation on 7 Buyer and Sales Trends to Watch in 2011

Tony Zambito

  My recent post entitled Seven Buyer and Sales Trends to Watch in 2011 is one of those instances for me personally.    They come from two plus years of doing qualitative interviews with buyers on behalf of three Fortune 50 organizations.    We all know buyer behavior has changed so much that the B2B business world has to find ways to adapt or be left in the dust.    Okay, so you think he is having a good buyer experience? 

You’re Looking at the Marketing Funnel the Wrong Way. Here’s Why…

Inbox Insight

The AIDA ( A wareness, I nterest, D esire and A ction) marketing model was invented in 1898 by Elias St. Originally this marketing staple gave us a flat view of the buyer’s journey, as a funnel, which was a useful analogy of how prospective customers travelled through our promotional mix in order to get to purchase. It represents the physiological stages required in order to fulfil the predetermined buyer journey. Interest buyers in your brand.

The Organic Inbound Marketing Playbook for B2B


Buyer demographic and behavioral data was difficult to find. Replacing the old world of inbound marketing for B2B is a new landscape that proves immensely favorable to creative and strategic marketers who prefer guerilla tactics, smaller budgets, and surgical campaigns to grab buyer attention, generate interest, drive demand, and inspire action. It does require the implementation of thoughtful content that truly engages your buyer. Buyer Research. Who’s your buyer?