Mereo

MARCH 14, 2024

They increase client acquisition costs (CAC) for your organization and frustrate sellers, leaders and prospective buyers stuck in their status quo. Sales Assets: Do your salespeople have the value messaging and tools to help them meaningfully engage prospects in compelling conversations all along the buying journey?

Top of Funnel 41

Top of Funnel Organization Allocation Lead Qualification 41

Seismic

OCTOBER 28, 2021

In this new normal, buyer engagement consists of social selling, Zoom calls, and remote presentations. A buyer in 2021 starts their day at a desk, most likely in their home office. A buyer journey that previously started at an industry conference now begins on LinkedIn and consists of review site searches and case studies.

Work Management 52

Work Management Marketing Management Buyer's Journey Sales Cycle 52

Tony Zambito

JULY 17, 2016

People and professionals in organizations can have different intentions while working towards the accomplishment of organizational, as well as, individual goals. Understanding the difference between intent-driven and goal-driven behaviors allows for deeper levels of understanding buyers (customers). Transformation by Yu Luck.

Intent 100

Intent Buyer Personas CMO Work Management 100

Tony Zambito

SEPTEMBER 6, 2016

Compounding the issue today is the prevalent use of the term buyer persona to describe customer segmentation and buyer profiling efforts. The issue I am referring to is the confusion that can surround distinguishing between customer segmentation, buyer profiling, and buyer personas today. Buyer Profiling.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles Segmentation Profiling 100

Tony Zambito

NOVEMBER 1, 2015

One of the key premises of user personas and buyer personas, since their origins, are they can foster a common view of customers within organizations. They are archetypal representations of behavioral groups (based on qualitative research with real people) and the goals that drive their usage and choices.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles B2B Marketing Paid Search Agency 100

Tony Zambito

SEPTEMBER 28, 2016

In business-to-business and consumer industries, the influence of goal-directed behaviors can be significant determinants of how choices and buying decisions are made. Buyer’s Journey Is A Pursuit. The idea of understanding the process by which buyers make choices and decisions has been around for quite some time.

Buyer Personas 100

Buyer Personas Buyer's Journey Case Studies Buy 100

Mereo

MAY 5, 2022

ALIGNING THE SALES PROCESS TO THE BUYER JOURNEY. How is your buyer journey changing , and how is your sales process adjusting to serve that? How do other operating disciplines support the sales process along the buyer journey? Why / why not? what will your leadership focus on to reinforce)? Why / why not?

Optimization 41

Optimization Buyer's Journey Differentiation Class 41

Tony Zambito

MAY 23, 2017

Many executives, particularly Chief Marketing Officers, are in constant pursuit of understanding changing buyer behaviors and markets. In the past ten plus years, we have seen a tumultuous upheaval in both the world of buyers and how marketing is adapting. The buyer decision. Illustration by Gregor Cresnar.

B2B Marketing 227

B2B Marketing Planning Buyer Personas B2B 227

Strategic-IC

FEBRUARY 18, 2022

These organizations typically employed large Sales teams that targeted similarly large corporations. The digital and business transformation that has been taking place over the last twenty years has changed beyond all recognition organizations, their products and services, and how they purchase. How companies buy. Yes and no.

Peer-to-peer 62

Peer-to-peer Account Based Marketing ABM Work Management 62

Tony Zambito

SEPTEMBER 27, 2015

As CMOs look ahead, gaining greater clarity into how buying behaviors are changing is becoming one of their most important aims. Today, buyers are taking multiple paths and journeys, which do not fit into neat stages with a beginning, middle, and end. 3 New Perspectives: Goal-Directed Journey. by Vica Design.

Allocation 100

Allocation Buyer Personas CMO Press 100

Tony Zambito

AUGUST 14, 2016

With many touted frameworks and processes being representative of buyer personas in name only. These misrepresentations have also led to a tendency to throw everything, including the kitchen sink, into crafting buyer personas. Yes, buyer profiling can be helpful for sales and marketing automation, for instance. Data Overload.

Buyer Personas 102

Buyer Personas Ideal Customer Profiles Profiling CMO 102

SWZD

APRIL 9, 2019

ABM has become the strategy baseline for B2B marketers as digital innovation has continued to change the behavior of B2B buyers and how they approach the decision and purchase process. The role of AI in facilitating engagement with the buyer throughout their journey. B2B buyer behavior continues to evolve.

DemandBase 48

DemandBase Account Based Marketing ABM B2B Thought Leadership 48

Tony Zambito

MAY 31, 2017

For example, if an organization adopted Miller Heiman, sales began their efforts with filling out as much of the “blue sheets” as possible. An outgrowth of this approach led to many organizations creating major account, national account, and global account sales teams.

Account Based Marketing 211

Account Based Marketing ABM Digital Transformation Paid Search Agency 211

Engagio

APRIL 11, 2018

Today, over 90% of B2B organizations believe Account Based Marketing is a “must-have” tactic, according to SiriusDecisions. Intent and engagement data sets, on the other hand, use explicit behavior to indicate a more urgent qualification and fit, and help to prioritize accounts. John Steinert, CMO of TechTarget.

Account Based Marketing 85

Account Based Marketing Intent Data Intent Lead Ranking 85

Marketing Insider Group

SEPTEMBER 29, 2014

So personalization is relevant across the buyer journey, not just after the sale. The majority of digital marketers are more likely to use demographics (67%), behavioral data (64%) and campaign response data (63%). While personalization is seen as important, few collect the data required to be effective.

Marketing Attribution 100

Marketing Attribution Planning Marketing Management Conference 100

Tony Zambito

APRIL 17, 2016

Whereby organizations have struggled to break the 39% ceiling, in several surveys completed by CMI (Content Marketing Institute) the past few years, claiming their content marketing efforts have been somewhat to very effective. Bringing organizations, no closer to customers or buyers than when they first began technology implementation.

Buyer Personas 100

Buyer Personas Research Personalization Marketing Budget 100

Tony Zambito

MARCH 12, 2017

It is safe to say that no industry or B2B markets will go without some form of disruption affecting buyers and buying behaviors. A big reason often named is the lack of insights about buyers for the purposes of helping to guide companies through significant transformation and achieving growth. Reading Future Signals.

Buyer Personas 251

Buyer Personas B2B Digital Transformation B2B Sales 251

Tony Zambito

MARCH 6, 2016

As we are learning, the power of emotions and intangibles ( and important to add – often unquantifiable ) other than logic are proving to be bigger influences on how buyers decide. Myth 2: Buyers can explain how they think, their recent activities, and behaviors to describe their buying decisions. It is a big difference.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles B2B B2B Sales 100

Mereo

JANUARY 6, 2022

All signs indicate a need for leadership to prepare for more waves of employee turnover — as well as for a changing buyer journey. Others are calling on us for advice about their next move to new leadership roles at different organizations. IDENTIFY AND ADJUST TO NEW BUYER JOURNEYS. In September 2021 the U.S.

B2B 45

B2B Buyer's Journey Buyer Personas B2B Sales 45

Tony Zambito

APRIL 14, 2011

.  Without a doubt, yet to be discovered new digital and social technologies will introduce new buyer behaviors and social buying dynamics. At this particular juncture, we are beginning to see some evident changes in buyer relationships and what new expectations are becoming parts of the buyer-seller landscape. 

Buyer Personas 100

Buyer Personas Buyer's Journey Wikipedia Social Networks 100

Tony Zambito

OCTOBER 23, 2016

The primary course of conversation in the past few years for CMO’s and their marketing teams has centered around customer centricity, customer experience, and content marketing. We have also seen organizations struggle with how best to adapt to new market dynamics related to customer behaviors and the role of content in reaching customers.

Enterprise Management 100

Enterprise Management Marketing Strategy Marketing & Strategy Work Management 100

Envy

JANUARY 28, 2018

B2B marketing has also caught the artificial intelligence bug, with discussions of how AI will transform consumer behavior, marketing, advertising and analytics in the near future. Their video content is well integrated into their overall sales funnel, with great video content for each stage of buyers journey.

Top of Funnel 103

Top of Funnel Marketing AI Enterprise Management Account Based Marketing 103

Tony Zambito

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. 4 – Customer Journey Mapping. by Yarden Gilboa.

Buyer Personas 100

Buyer Personas Lead Ranking Buy Research 100

Tony Zambito

JUNE 6, 2017

While organizations may have decreed that the purpose for all this data crunching is for customer-centricity, something else may be happening unintentionally. An outcome of insularity is organizations can develop an over-reliance on quantitative data in all aspects of a business. Insular We Have Become. Stories From The Best Source.

Marketing AI 214

Marketing AI Paid Search Agency Buyer Personas Companies 214

Tony Zambito

NOVEMBER 2, 2016

Digital disruption means organizations must stay alert to how an existing market strategy may have to undergo reinvention. Causing shifts in organizational, consumer, and customer behaviors. Facing new threats from competitors, dynamically shifting market behaviors, and behaviors of customers being reshaped by digitization.

Organization 100

Organization Enterprise Management Marketing Strategy Marketing & Strategy 100

Tony Zambito

JANUARY 3, 2016

In 2016, we will mark the fifteenth year since buyer personas were first introduced. The journey, however, continues towards professionals and organizations gaining a true understanding of what buyer persona development entails. 80% of the respondents were from B2B organizations. by Scott Lewis.

Buyer Personas 100

Buyer Personas Correlation Effectiveness Ideal Customer Profiles 100

Tony Zambito

OCTOBER 26, 2015

These two are: CEOs and CMOs have a growing concern about the relevancy of their products and services in the digital economy. CEOs and their organizations are finding it hard to keep pace with new digital technologies. Redefining The Meaning Of Buyer Understanding. Changing the way people collaborate and buy.

Buyer Personas 100

Buyer Personas B2B Paid Search Agency Ideal Customer Profiles 100

Tony Zambito

SEPTEMBER 19, 2016

The transformation to a digital economy has shifted behaviors considerably in the past decade. Meaning marketers today must account for how to adapt to behavioral shifts caused by the omnipresence of digital and online information. Resulting in an ever increasing avalanche of content overflowing the cups of potential buyers.

Buyer Personas 0

Buyer Personas Planning Paid Search Agency Content 0

Tony Zambito

DECEMBER 13, 2015

There is a significant problem with this prevalent perspective that exists in the world of marketing and sales: humans, thus buyers, do not make decisions in near-perfect rational, systemic, and predictable ways. Steps, Stages, Phases, And Journeys. They can help lay a foundation of how organizations and people will consider decisions.

Buyer Personas 100

Buyer Personas Lead Ranking B2B Sales Research 100

KoMarketing Associates

SEPTEMBER 14, 2013

B2B buying behavior, specifically research and evaluation, is shifting more towards online mechanisms. This behavior is being fueled not only through Internet connectivity speed or access but device usage as well. Mobile device adoption brings information to the B2B buyer anytime and in almost any location.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Top of Funnel 120

Aberdeen

JANUARY 24, 2019

Marketers can certainly assess buyer behavior and intent signals, but we rely on predictive analytics to tell us when the behavior captured online constitutes that “hand raise” versus the normal noise of online activity. Buyer intent data enables the most accurate way to predict which customers are actually in-market to buy.

Intent Data 40

Intent Data Intent Intent Signal Buyer Intent 40

Tony Zambito

JANUARY 29, 2017

Per recent surveys by IBM, KPMG, and Gartner, you will find that more than half of CEOs surveyed believe their organizations will be significantly transformed by digital-centric globalization. For organizations to strive in such an environment, developing a robust multi-dimensional understanding of customers is becoming a strategic necessity.

Digital Transformation 100

Digital Transformation Buyer Personas Ideal Customer Profiles B2B Thought Leadership 100

Tony Zambito

JUNE 5, 2016

Applying models, diagrams, processes, mapping, journeys, and the like to, as one Vice President of Marketing put it to me, “make customer experience happen” in their organization. Buyer persona research can play a role. That is if organizations truly adopt the original intent and methods of buyer persona research.

Buyer Personas 100

Buyer Personas Research B2B Correlation 100

Tony Zambito

DECEMBER 8, 2011

This is the seventh article looking at buyer trends that will influence marketing and sales in the near and foreseeable future. Let’s recap the significant buyer trends noted so far in this series: Buyers are overwhelmed with content and desire experiences. Buyer behavior is changing rapidly and requires BIG insights.

Trends 100

Trends Fulfillment Work Management Marketing Management 100

Single Grain

JULY 6, 2021

The Chief Marketing Officer (CMO) is a crucial position for every organization, but hiring a CMO is more challenging than any other C-level position. In this article, I will discuss what a CMO is, the different skills needed to become a great CMO, and how you can hire the perfect CMO for your organization.

CMO 52

CMO Paid Content Paid Search Agency Work Management 52

Tony Zambito

OCTOBER 4, 2015

Marketing and sales still rely on market segmentation and buyer profiling as it has for the last twenty-five plus years. In B2B commerce, for example, we may have a good idea about segments, roles, key initiatives of organizations, pain points, and criteria related to product specifics as well as purchasing. Goals Matter To Buyers.

Direct Marketing 100

Direct Marketing Buyer Personas Allocation Ideal Customer Profiles 100

Tony Zambito

NOVEMBER 8, 2015

While in B2B marketplaces, these approaches may represent first-time efforts brought on by rapid changes in digital technologies and buying behaviors. Understanding Buyer Interactions Matter. How new buyers and repeat customers are interacting with organizations today is putting many companies on the spot to adapt.

Buy 100

Buy Buyer Personas Acquisitions Correlation 100