Reboot Buyer Insights To Drive B2B Growth
MARCH 12, 2017
B2B companies are faced with the most transformative era in business history. The scale of which is still unpredictable and undoubtedly will continue to have more disruption in store for businesses over the next decade. Illustration by Gregory Cresnar.
How The Content Illusion Is Leading Marketing Astray In The Era Of Digital Transformation
FEBRUARY 5, 2017
In the past five years, the often-unquestioned hymnal has been that to succeed in today’s digital world, businesses must produce content. But, produce massive amounts of it to get in front of customers. Leaving the content dilemma facing many organizations – how to stand out?
3 Forces Shaping The Future Of B2B Marketing
MAY 23, 2017
As business leaders and marketing leaders look ahead to the future, the ever-expanding global digital economy will undoubtedly cause further disruption. The introduction of new approaches on how to perfect marketing has been astronomical in the past decade.
Is B2B Content Engagement Heading In The Wrong Direction?
FEBRUARY 28, 2016
When it comes to the state of B2B content marketing and engagement, this proverb is on the mark. According to a recent study by Track Maven , one among a few on this topic, shows both B2B and B2C marketers have increased their publishing of content in 2015 by as much as 35 to 40%.
New Buyer Insights Needed To Unlock Growth In An Era Of B2B Digital Transformation
MARCH 6, 2017
The digitization of the global business economy has been taking place at an unprecedented rate. Approximately forty years ago, 83% of the market value of the S&P 500 were tied to tangible assets – physical products. Or is Nike in the healthcare business? Business Models.
Rethinking Buyer Personas In An Era Of Digital Transformation
JANUARY 22, 2017
Fundamentally reshaping markets in five years’ time compared to the fifty to seventy years it may have taken to build up a market. Revenues falling by as much as 40% and many drivers switching to Uber. by Louis Prado.
5 Ways B2B CMOs Can improve Audience Development With Buyer Persona Research
JUNE 26, 2016
A recognition of the growing importance of digital content marketing to overall marketing strategies today. For B2B CMOs, the idea of audience development and engagement can be perplexing. Questions I often receive when working with CMOs specific to B2B. by Gregor Črešnar.
How B2B CMOs Can Achieve Customer-Centric Marketing With Buyer Personas
NOVEMBER 1, 2015
A 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.” Making it difficult to move beyond market and role-based segmentation. by Matt Brooks.
New Approaches To Understand Customers Needed In A Digital Transformation World
JANUARY 29, 2017
The introduction of new digital technologies and new business models is having a breathtaking impact on how customers determine what goals are important to them, what they want, and how they decide. This applies to buyer persona development today. Illustration by Nikita Kozin.
Use Buyer Persona Research To Improve B2B Customer Experience
JUNE 5, 2016
Customer experience has been and will continue to be one of the major influences on how buyers make choices. Whereas in an age of hard to come by differentiation the actual product or service offering plus price combination accounts for only 20% of buying decisions. by Creative Stall.
How Understanding The Goals And Intent Of Buyers Can Transform Marketing
JULY 17, 2016
Leading to more effective online engagement, content design, and sales conversations. However, what is missing are the intent and the goals driving a person or a team to embark on such a journey. But was it something that was going to really transform our marketing?
The Telltale 8% Drop In Content Marketing Effectiveness
OCTOBER 9, 2015
It goes to show you that sometimes, numbers being relative, an 8% drop can be significant and historic. The annual Content Marketing Institute and MarketingProfs B2B Content Marketing Benchmark Study 2016 is quite startling. In essence, leading to the scan once and trash results.
Mapping Buying Experiences: Creating Growth Through Aligning With Buyer Goals
NOVEMBER 8, 2015
Engaging new buyers and repeat customers are the lifeline to achieving growth. Recent surveys of CEOs by IBM, PWC, and KPMG all point to major concerns and priorities in expanding the lifeline to growth.
Confusing Customer Segmentation, Buyer Profiling, and Buyer Personas Harms Marketing
SEPTEMBER 6, 2016
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. In fact, it can be quite a complex effort for organizations to undertake.
7 Elements Of Customer Understanding The C-Suite Must Master
NOVEMBER 22, 2015
Changes in customer and buying behaviors continue to rock the very foundations of many industries. 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.
How To Lead With Customer-Focused Content
JANUARY 31, 2016
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. Requiring marketers to thus become more precise. Something to be avoided.
Goal-Directed Marketing: How Marketers Can Help Buyers Achieve Their Goals
OCTOBER 4, 2015
As digital interactions and media become more intertwined into everyday life, marketers need to respond. Yet, as CMOs invest and allocate more to content and digital media, the returns are not occurring as hoped. Additionally, the effectiveness of B2B content marketing is dropping.
State Of Buyer Personas 2016: Strong Correlation Between Effectiveness And Goals
JANUARY 3, 2016
What is clear is buyer personas are now entering the mainstream of dialogue when it comes to overall customer understanding. . I wish to thank the (124) respondents of the State of Buyer Personas 2016 Survey for taking the time to complete the survey. by Scott Lewis.
Buyer Decisions Are Not What You Think
DECEMBER 13, 2015
Leading to many strategies and tactics devoted to attempts to market or sell to the rationale behind decisions and buying processes. It is yet another example, however, of the search to understand the process of decision-making. by Gregor Črešnar.
Informed Customer Understanding Should Guide Marketing
JANUARY 24, 2016
At the start of every year, CMOs and their teams can be besieged by proclamations of the three, four, five, or six things that they must do to succeed in marketing. Each of these proclamations can come with dire warnings that if you do not heed this advice, then you are bound to fail.
Study Confirms Importance Of Qualitative Research To Success With Buyer Personas
DECEMBER 20, 2015
A recent survey conducted by Cintell*, entitled 2016 Benchmark Study On Understanding B2B Buyers , indicates that high performing organizations utilized qualitative research for their buyer personas. The study focused entirely on the use of buyer personas for understanding B2B buyers.
How B2B Leaders Are Understanding Buyers Better With Behavioral Buyergraphics
JANUARY 25, 2012
B2B Buying Process Today © All rights reserved by Kenny Madden. In the business-to-business world, the quest to connect with decision-makers has been and most likely will continue to be the main challenge confronting B2B leaders.
Overcoming The Content Personalization Challenge With Buyer Persona Research
APRIL 17, 2016
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. This coincides with previous studies and surveys showing content marketing effectiveness continues to be an enormous struggle.
Predictive Buyer Modeling Is Changing the Future of B2B
JANUARY 30, 2012
I would not be surprised today if a group of B2B executives said they were using fortune tellers to peer into a crystal ball to make predictions about the future. C-Suites are under enormous pressures to get it right the first time with regards to marketing and sales planning.
3 Ways To Connect With Today’s B2B Buyers
MARCH 4, 2012
This is part 4 of a limited series on why buyer choice modeling is the new view B2B Business must adopt to improve revenue performance and develop long lasting relationships with buyers. Connecting with today’s B2B buyers is on the minds of most CEO’s and their teams today.
Five B2B marketing beliefs and trends debunked
JUNE 26, 2015
I have a salesperson’s perspective in B2B, and I still consider myself a salesperson even though I have been on the marketing side since the early 1980’s. In response, for this blog, I’m taking the mantel of “curmudgeon,” and am going to spout off on five currently held beliefs and trends.
Beyond Buyer Profiling To Buyer Personification
OCTOBER 18, 2015
Segmentation has been a staple of business marketing and sales for several decades. The concept of breaking down a potential market or industry into smaller target segments is a standard technique taught in business schools and used by many organizations. by Evan Shuster.
Pursuit Of Goals Drive Buyer’s Journey
SEPTEMBER 28, 2016
Admittedly, the app serves very well as a motivator to stop at Starbuck’s versus elsewhere. So that I continue to reach the goal of enough stars to get the occasional free drink plus other offers. The implications to marketing and sales are profound.
The Single Buyer Model: A Dangerous Road Towards Competitive B2B Marketing
FEBRUARY 10, 2012
Many B2B Marketers today are faced with the daunting tasks of connecting with buyers in new ways and using new mediums that are still in infancy. The single buyer model had worked well right up to the advent of the Internet and email. Sales role was to target the single buyer.
5 Ways New Buyer Behaviors Are Impacting B2B Sales
JANUARY 4, 2012
For many in B2B sales, from senior leaders to sales representatives, it may be a discouraging time. If you follow conventional and social media closely, the storied demise of sales has been told many times.
RESEARCH: B2B Enterprise Content Lacks Audience Centricity
Type A Communications
APRIL 13, 2017
April 13, 2017 by Carla Johnson Research from the Content Marketing Institute, released yesterday, shows how far B2B marketers still have to go to put customers squarely in the middle.
The Buyerology of the Buyer: How B2B Leaders Respond to the Psychology of Buyer Choice
FEBRUARY 28, 2012
This is part 3 of a limited series on why buyer choice modeling is the new view B2B Business must adopt to improve revenue performance and develop long lasting relationships with buyers. . Each of these now filled with more psychological aspects related to why B2B buyers buy.
6 Ideas to Create More Relevant Lead Nurturing Emails
B2B Lead Generation Blog
SEPTEMBER 29, 2014
I’ve learned a lot from listening to the sessions and speakers here. As I listened to attendees and speakers, I frequently heard the same keywords, such as: Personalization. But something I wanted to hear more about was relevance. This is the hardest part to get right.
Lead Nurturing: What it is, and what it is not
B2B Lead Generation Blog
NOVEMBER 24, 2014
Tweet Building on my post last week , I was reminded of a conversation I had with a marketer who was meeting with her new boss to explain the need for a new lead nurturing strategy. Starting to get my point? Pretty, well-designed fluff is not going to “feed” your prospects.
Why CMOs Should Stop Being Addicted to Pay-per-Click Ads
Buzz Marketing for Technology
JANUARY 15, 2014
Better yet, the price was just right, ranging between 15 to 25 cents per click. It seemed like a great tool to grow our website traffic, as well as an effective means for generating unique leads. There was no doubt in my mind we were going to scale this campaign.
State Of Buyer Personas 2016 Survey
DECEMBER 8, 2015
As in last year, I wish to incorporate the use of a survey to offer a comprehensive view of the state of buyer personas. I am looking for marketing and sales leaders in business organizations who have thought about or implemented buyer persona development. by Johan H. Basberg.
Boost Demand Generation Using Target Ready Buyer Models
FEBRUARY 2, 2012
Recently, I published two articles related to 5 ways buyer behaviors are affecting B2B sales , and 5 ways they are affecting B2B marketing. What needs to change you might ask? An easy answer is to say plenty. ©All rights reserved by Kenny Madden.
Slow Death of the Funnel: Why Buyer Choice Matters to Revenue
FEBRUARY 16, 2012
This is part 1 of a limited series on why buyer choice modeling is the new view B2B Business must adopt to improve revenue performance and develop long lasting relationships with buyers. . We are about to see an uptick in Big Data being touted as the next Big Thing.
4 Lessons from Responsive Design for CMOs
Buzz Marketing for Technology
FEBRUARY 12, 2014
Here are some lessons CMOs can use to get strategic in their approach while driving real, impact-filled growth to the bottom line. It’s important to strike the right balance between optimal performance (page-load time) and customization, as the two are interrelated.
Can You Predict Your Ideal Scenarios For Lead Nurturing?
APRIL 29, 2012
Depending on which reports you may read when it comes to lead nurturing, approximately 60% or more of B2B businesses do not have a formalized lead nurturing program. Which begs the question: why are companies slow to adopt to lead nurturing?