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Mapping Buying Experiences: Creating Growth Through Aligning With Buyer Goals

Tony Zambito

Creating distinctive and engaging experiences, as part of how people and businesses go about making purchases, is getting more attention today than ever. In order to learn how to create distinctive buying experiences, businesses are embracing new means and approaches.

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How do you sell when your buyers can’t buy? Mounting dysfunction in the B2B buying process

Biznology

Everyone is aware that B2B buying is complex. In a large enterprise, this can take months, if not years, and involve dozens of individuals in the buying circle. But new research from CEB , now Gartner , suggests that things are even worse these days: it’s buying gridlock. I interviewed Brent Adamson , Sales Principal Executive Advisor on Sales, Marketing, & Communications, and got the skinny. years ago that we found the average buying group consisted of 5.4

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Trending Sources

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.” Making it difficult to move beyond market and role-based segmentation. by Matt Brooks.

The Importance of Personalization in the B2B Buying Journey

Act-On

Imagine you’re a marketer about to begin researching a new martech solution for your organization. To get started, you’ll need to assess whether this type of solution is something you could benefit from, and then decide which options on the market fit your current needs.

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Developing a Conversational Approach

Speaker: Carlos Hidalgo, CEO & Founder of VisumCx

B2B buyers are more sophisticated than ever before, from the customers’ initial discovery, to the moment they commit to buy. B2B buyers are self-guiding their purchase journey, consuming more content along their purchase path and involving more stakeholders in the final decision.

Matching Webinar Content to the Buying Cycle: Evaluation and Purchase Stages

Modern Marketing

Editor's Note: Today's post comes courtesy of Tom Masotto, VP Product Marketing & Business Development at ON24 , a cloud-based webinar platform. An overwhelming majority (82%) of senior executives said that content was a significant driver of their buying decisions.

4 Ways The B2B Buying Process Has Changed in 2015

Crimson Marketing

Improving and creating effective marketing strategy means marketers need to thoroughly understand the B2B buying process and how it is evolving. Let’s explore the four key ways B2B buying is changing: 1. The Buying Process Is Growing More Complex.

Starting to Think About Purchasing B2B Marketing Services? (Part 2)

Marketri

The purchase of B2B marketing services is typically a three legged journey. Today’s blog post covers what the majority of mid-stage buyers of B2B marketing services have on their minds with the primary question being, “How will marketing help my business?”

All Purchase Decisions Are Made By People

Kaon

According to a paper by Gavin Finn, president & CEO of Kaon Interactive , posted by Chief Marketer, B2C and B2B marketers must look at both the macro and micro forces that are shaping the behavior of their audiences, along with the increasingly rapid pace of technological change. In order to reduce the perception of risk in a purchase decision, marketers should build a continuous dialogue with their customers at every stage of the buyer’s journey.

7 Elements Of Customer Understanding The C-Suite Must Master

Tony Zambito

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. by Yarden Gilboa.

5 tips to get people to buy online

Biznology

Those are the companies that did not adapt fast enough to changing shopping habits and the importance of online marketing. There will no doubt be more causalities to come yet some retailers have embraced the change and are using online marketing and sales to enhance their business.

Starting to Think About Purchasing B2B Marketing Services?

Marketri

As the owner of Marketri for almost 10 years, I have been on many, many B2B company prospect calls. Some of these meetings would be considered early stage in the buying cycle, meaning the business owners were simply gathering information about marketing. What is Marketing?

Lead Generation: How an insurance company reduced acquisition costs in purchased leads

B2B Lead Generation Blog

Growing a list organically also allows marketers to know more about a prospect right from the get-go, passing more qualified leads on to Sales. According to the Salesforce 2015 State of Marketing report, lead quality is the No. 2 most pressing business challenge for marketers today.

Marketing Automation Dissatisfaction: Are Users Buying the Wrong Systems?

Customer Experience Matrix

I took a preliminary peek at the results of the marketing automation deployment survey that VentureBeat and I have been fielding for the past few weeks. If you’ve recently purchased a marketing automation system, please take the survey yourself and encourage others to do the same.

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The Purchasing Path: A Step By Step Guide to B2B Lead Nurturing

bizible

The B2B sales cycle is an extended process that’s much longer and more detailed than B2C buying. Your leads may spend months considering whether they’ll make a purchase with you. Follow these steps to help boost your success with B2B lead nurturing and sales.

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

Influitive b2b

In the B2B software world, it’s a buyer’s market. The study found that 80% of respondents were doing more research, and, as a result, 53% said the purchasing cycle had increased in length from the year prior. The answer: social proof marketing.

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.

How Millennial B2B Buyers Make Purchase Decisions

B2B Marketing Directions

For the past several years, the practice of B2B marketing has been changing in fundamental and profound ways. So, how will B2B marketers need to adapt their strategies and tactics to effectively connect with Millennial buyers?

Beyond Buyer Profiling To Buyer Personification

Tony Zambito

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.

Why B2B Buying Cycles are Getting Longer

B2B Marketing Directions

New research reveals what influences B2B buying decisions and explains why the B2B buying process is getting longer. Earlier this month, Demand Gen Report published the findings of the 2017 B2B Buyer's Survey. B2B Buyers B2B Buying Process B2B Marketing

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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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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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.

6 Ways to Avoid Regretting Your SaaS Software Purchase

Modern B2B Marketing

Author: Alexandra Nation I recently purchased a new pair of ballerina flats from Margaux New York, as they are a staple in my ‘ woman in tech ’ business uniform. Before I made my purchase, I first ordered a fitting kit to help me choose the right size. Marketing Technology b2b

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

The Point

We marketers may be many things, but few of us can be described as patient. And so when martech companies come along promising instant answers to all our marketing challenges, we’re all ears. But no company that I know of paved their way to marketing success solely by buying software.

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B2B buyers and professional social networks in the purchase decision

i-Scoop

In case you believed we can forget about social media in marketing and business, here’s a wake-up call: according to the latest Social Buying Study from IDC, 75% (!) of B2B buyers “studied social media” to SUPPORT purchase decisions.

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.

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

Tony Zambito

If you are a CMO or a marketer and you find yourself having a sudden realization that perhaps you are not quite sure of the differences, you will be in a lot of good company. The value of customer segmentation is it can tell you where to point your marketing and messaging.

Responding to the Buyers Purchase Path

ANNUITAS

A few weeks ago I was leading a workshop on Lead Nurturing, which included the concept of buyer personas and defining the buying path for each individual persona. One attendee asked, “Why would you need separate buying journeys? Jolle’s eight stages of the Buying Cycle: Satisfaction.

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. Historically purchased lists have had a bad reputation for quality. Consider purchased lists if these points are true: You have a clear plan to make use of the data throughout the year.

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

DiscoverOrg

Your sales team is doing double duty: They’re selling to the leads delivered by your marketing department—and they’re de facto researchers. Even if you’re already purchasing sales intelligence data (most of us are), sales teams still spend over half of their day scouring LinkedIn, Twitter accounts, and forging through forests of phone trees for correct phone numbers and email addresses.

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

Tony Zambito

The term, audience development , has become more ubiquitous in the world of marketing. 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.

Does B2B Content Marketing Really Help Buyers Buy?

Digital B2B Marketing

In B2B marketing organizations, content marketing aims to help buyers buy. But is your content really what stood between a prospect and a purchase? To help buyers buy, marketers need to become more like coaches and less like traditional sales people and marketers.

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Buying vs shopping

Heinz Marketing

We don’t always buy the best, sometimes we buy from our favorite. This past weekend I needed a new pair, and if you are a runner you know how complicated that purchase can be. Buying online doesn’t cut it. Even buying at most big-box athletic supply stores isn’t going to help me make the right selection. I pay a little more but end up with a better purchase experience, a better product and a significantly better usage experience.

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. Now let’s define how marketers tend to think about the stages of content.

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11 inspiring case studies of digital transformation

Biznology

Successful digital transformation achieve these results: CUSTOMER: Harness customer networks and reinvent the path to purchase in line with their real behaviors. AMAZON BUSINESS : Served as an example of ‘digital customer’ expectations transitioning to the B2B world.

B2B Marketing is Becoming More Like B2C Marketing – Or is it?

Webbiquity

B2B marketing has traditionally been viewed (correctly) as much different from the promotion of consumer products. Image Credit: Lydia’s Marketing Blog. Much of the study focused on online commerce, where changes in b2b offerings indeed make sense.

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The Single Most Important Element for Increasing B2B Lead Gen and Sales

Webbiquity

A spate of articles recently have expounded on the “consumerization” of all things business: the consumerization of sales, of IT, and of business-to-business (B2B) marketing most prominently. Compared to the typical B2B purchase—there is no comparison.

3 Ways CMOs Can Achieve Deeper Insights Into The Customer Journey

Tony Zambito

As CMOs look ahead, gaining greater clarity into how buying behaviors are changing is becoming one of their most important aims. At the same time, the ability of marketing to influence and support the entire customer lifecycle continues to expand. Such pressing concerns have CMOs seeking better ways to understand the entire buying cycle, as opposed to marketing’s traditional concern with building awareness. How To Gain Deep Insights Into New Customer Buying Behaviors.