B2B Marketers Are Buying Customer Data Platforms. Here's Why.

Customer Experience Matrix

I’m currently drafting a paper on use of Customer Data Platforms by B2B SaaS marketers. The topic is more intriguing than it sounds because it raises the dual questions of why CDPs haven’t previously been used much by B2B SaaS companies and what's changed. B2B is another vertical.

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Mapping Buying Experiences: Creating Growth Through Aligning With Buyer Goals

Tony Zambito

In order to learn how to create distinctive buying experiences, businesses are embracing new means and approaches. While in B2B marketplaces, these approaches may represent first-time efforts brought on by rapid changes in digital technologies and buying behaviors.

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Trending Sources

Why Buyers Buy

ViewPoint

How are these concepts related to marketing and sales in B2B environment? There are no basic needs or psychological needs (needs on Maslow’s hierarchy) to be satisfied by buying an opportunity to improve. There are benefits that are reasons people buy things for their company that are driven by company goals; and there are benefits that are reasons why people buy things for their company that are driven by personal goals. B2B Sales

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Programmatic Ad Buying: What Does It Mean for B2B Marketers?

The Point

You could make the case, as I will, that of all the new technologies to enter the marketing technology landscape of late, the two with the potential to have the biggest short-term impact for B2B marketers are Predictive Analytics and Programmatic Ad Buying.

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Is B2B Content Engagement Heading In The Wrong Direction?

Tony Zambito

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%.

Shifts in B2B Buyer Behavior Support New Priorities for Demand Gen Content

The Point

Demand Gen Report has published the results of this year’s “B2B Buyer’s Survey,” and the trends identified merit close attention for those marketers involved in B2B demand generation and content development.

Analyze your target’s buying process, for greater marketing efficiency

Biznology

B2B selling is a complicated affair, but you can simplify your marketing strategies dramatically with buying process analysis. This means that you lay out your prospect’s buying process, stage by stage, and then develop a selling process that maps to it.

Top 3 Media Buying Mistakes B2B Marketers Make

Digital B2B Marketing

He recently joined Business Insider as the Sales Director for the Southeast, after a number of years with CBSi, parent to B2B technology focused properties ZDNet and TechRepublic (among others). When you look at larger B2B publishers, start by focusing the specific sections of the site.

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The Emerging Importance Of B2B Ethnography To Buyer Personas

Tony Zambito

This is still a narrow buying process perspective designed to view the buy/sales cycle to a “win” as opposed to a “loss”. Content, which suggests finding out basic demographics, pain points, personalities, and buying criteria. Changing the way people collaborate and buy.

Who Is Really Buying?

Akoonu

Complex B2B selling is exactly that: complex. B2B SalesTo be great, not just good, Sales Teams need to have more than charisma, industry expertise and sales process mastery.

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How B2B CMOs Can Achieve Customer-Centric Marketing With Buyer Personas

Tony Zambito

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.” B2B CMOs can be caught in a maze of an organization faced with marketing complex solutions for complex problems.

New Report: Improve The B2B Buying Process With Social Proof Marketing

Influitive b2b

In the B2B software world, it’s a buyer’s market. For example, reviews were rated as ‘very’ to ‘somewhat’ important for comparing and narrowing down vendors later in the buying process by 90% of survey respondents (coming in just below ease of use and pricing).

Reboot Buyer Insights To Drive B2B Growth

Tony Zambito

B2B companies are faced with the most transformative era in business history. The scale of disruption will mean the B2B buyer and seller dynamic will continue to be rocked. What are signs B2B senior executives will know they are in need of a reboot of their buyer insights?

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 others, there has been a mix of complex buying and selling cycles put into play to ultimately reach a purchase transaction.  Image via Wikipedia.

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4 Myths Preventing True B2B Customer Understanding

Tony Zambito

There is a big problem when it comes to B2B customer research. And, most B2B executives may be unable to see or recognize the problem. Which is, a majority of buyer persona development efforts are focused on reinforcing incorrect assumptions about B2B buyers. by Alex Auda Samora.

Marketing Automation Dissatisfaction: Are Users Buying the Wrong Systems?

Customer Experience Matrix

One of the rarely-spoken truths about B2B marketing automation is that a sizable minority of users – roughly one-third in most surveys – are not happy with their results.

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3 Forces Shaping The Future Of B2B Marketing

Tony Zambito

Particularly for B2B Marketing, it is important to not lose sight of what is at the focal point of marketing and sales. Illustration by Gregor Cresnar. Many executives, particularly Chief Marketing Officers, are in constant pursuit of understanding changing buyer behaviors and markets.

Buying Triggers and Why They Matter

ANNUITAS

As consumers, if we are not in an active buying cycle, we are in a passive buying cycle. However, certain trigger events (tangible or intangible barriers that when met or breached cause another event or action to occur) cause us to move from a passive buying cycle into an active one.

What Can You Buy With A MQL?

Modern B2B Marketing

46% are poised to buy, but they have a variety of other things to do and focus on. Try new marketing programs that map to the sales/buying process. What Can You Buy With A MQL? Marketing Metrics b2bAuthor: Mike Madden That email got 9,230 clicks! <high

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Why Buying Stages Are Really Investment Stages

Modern B2B Marketing

Then you have folks that have an idea of who you are but aren’t yet ready to buy. Lastly, you’ll have folks that are well-educated, interested in evaluating your product, and could potentially buy from you. Buying stages should be called investment stages. Content Marketing b2b

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B2B Email List Guide: Buy, Rent or Build Your List

Digital B2B Marketing

So should you rent, buy or build an email list? Buying a B2B List. For more information on purchasing lists, see Buying B2B Email Marketing Data: Challenges and Recommendations. Renting a B2B List. Building a B2B List.

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Oracle Buys Eloqua: Winners and Losers for B2B Marketing Automation

Customer Experience Matrix

Oracle announced today that it has agreed to purchase B2B marketing automation leader Eloqua for $23.50 The deal makes obvious sense, in that it gives Oracle a much stronger position in the fast-growing B2B marketing automation industry*.

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Experiential Buying Behavior Takes B2B Center Stage

Tony Zambito

In my previous article, Enhance the Buyer Experience with Intelligent Engagement , I referenced a trend I called Experiential Buying.    In simplistic generalities, we can take a view of two experience categories that B2B buyers may seek: Self-Enabled Buying.

How Do We Find People Who Are Ready to Buy Our Product?

The Point

A prospective client asks: “What are the best demand generation strategies for finding people who are ready to buy our product?”. So yes, by all means offer demos, free trials and late stage content to ensure that prospects who ARE in a “buying mode” find, and engage with, your company.

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The Real Cost of List-Building: Buy or Build Your Own?

DiscoverOrg

It’s not just about targeting accounts, it’s about targeting the best-fit accounts with a high propensity to buy now. Without verified data and deep intelligence, sales reps spin cycles on accounts that would never buy your services. Whether you buy a list or create one using in-house resources, sales teams should spend their time selling – not hunting down phone numbers and guessing at different email address permutations.

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New Buyer Insights Needed To Unlock Growth In An Era Of B2B Digital Transformation

Tony Zambito

Many B2B firms today are either severely lacking in buyer insights or are led to believe the buyer intelligence they obtain is relevant to buyer insights. B2B companies may have to come to grips with the fact they are living in their own digital information bubble.

3 Problems You Need to Solve Before You Buy New Marketing Technology

The Point

But no company that I know of paved their way to marketing success solely by buying software. Have you identified key buying personas, and the specific concerns, pain points, and solution benefits for each of those personas?

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Buying B2B Email Marketing Lists: Challenges and Recommendations

Digital B2B Marketing

Buying email marketing lists. The challenge with buying email marketing lists is you don’t know if you are getting something worthwhile until it is too late and few marketers understand the email list market.

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5 Ways B2B CMOs Can improve Audience Development With Buyer Persona Research

Tony Zambito

For B2B CMOs, the idea of audience development and engagement can be perplexing. Questions I often receive when working with CMOs specific to B2B. Investing in audience development remains a key goal for many B2B CMOs. B2B CMOs should consider a different starting point.

Winning Executive Buy-In for Martech Investments

Captora

According to a 2015 report by HubSpot , 37 percent of B2C marketers and 24 percent of B2B marketers say their biggest challenge is identifying the right technology to support their objectives. The post Winning Executive Buy-In for Martech Investments appeared first on Captora Blog.

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IgnitionOne Buys Knotice, Prompting Many Deep Thoughts

Customer Experience Matrix

But the extract below from the CDP Guide also shows how they complement each other: Knotice does “fuzzy” matching of names and addresses and sends email, while IgnitionOne buys online media and selects best customer treatments.

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Does B2B Content Marketing Really Help Buyers Buy?

Digital B2B Marketing

In B2B marketing organizations, content marketing aims to help buyers buy. So before you start creating more content to move prospects through your buyers journey, step back and consider how to help prospective buyers buy.

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43 Execs Explain How Millennials Impact B2B Buying Committees

SnapApp

. Today’s buying committees are diverse; Millennials are already taking their seats among Generation X and Baby Boomers at the buying table, making navigating the already complicated buying environment even harder thanks to their different preferences. .

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The Real Reasons Programmatic Ad Buys Fail in B2B Marketing

Digital B2B Marketing

Programmatic buying, driven by real-time bidding (RTB), is the fastest growing segment of digital marketing today. But it isn’t ready yet for today’s B2B marketer. You’ve already proven they are effective in other targeted buys.

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Confusing Customer Segmentation, Buyer Profiling, and Buyer Personas Harms Marketing

Tony Zambito

Customer segmentation lacks in helping you to understand what preferences buyers may have, what they work on, how they engage in buying activities, what their purchasing history may be like, and what initiatives they work on. Buying criteria and risk factors. Buying team structures.

3 Steps for Gaining Executive Buy-In for Marketing Automation

Salesfusion

Gaining executive buy-in for any new technology is not unlike pitching an idea in the shark tank. B2B marketers who implement marketing automation increase their sales pipeline contributions by 10% (Forrester Research). How many of you watch Shark Tank?

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Why do B2B buyers decide to buy? The Buyersphere Report reveals thinking behind the buying process

BaseOne

Why do B2B buyers decide to buy? If there is a golden moment for B2B marketers, it is the very outset of the buying process. When the blue touchpaper is first lit, and buyers finally decide that they have to buy… At this point the buyer is hungry for information. So we thought that part of Base One’s annual Buyersphere Research into the attitudes of B2B buyers should cover this fascinating stage in proceedings.

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Winning Executive Buy-In for Martech Investments

Captora

According to a 2015 report by HubSpot , 37 percent of B2C marketers and 24 percent of B2B marketers say their biggest challenge is identifying the right technology to support their objectives. The post Winning Executive Buy-In for Martech Investments appeared first on Captora Blog.

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Goal-Directed Decision Making Drives B2B Buying And Selling

B2B Marketing Insider

Business-to-Business thrives on the simple basic principle of buying and selling. The impact of digital and social technologies on the nature of buying and selling, however, cannot be understated. They have changed how businesses interact and engage in the acts of buying and selling. One constant, research in the social sciences have proven, is the acts of buying and selling are by and large goal-directed activities and behaviors.

The Evolving Journey of the B2B Buyer

Great B2B Marketing

The post The Evolving Journey of the B2B Buyer appeared first on Great B2B Marketing. B2B Buyer Buying JourneyDaniel Heimlich posted the following photo on his LinkedIn page. Not sure who the conference speaker was, but the five […].