The B2B Research Blog

MAY 15, 2017

There are six steps if you’re looking to conduct your own business to business survey. Four, decide whether telephone, online or face-to-face will get the best response rate. After all, how hard can it be to design a survey? Not only is that annoying, it’s doing significant damage to the brands these hapless researchers represent. So let me share a few tips for anyone looking to conduct a business to business survey themselves.

Business to Business 42

Business to Business Survey Gatekeeper Business 42

The B2B Research Blog

MAY 16, 2017

In their latest report on the state of the market research industry , ESOMAR estimate that just 4% of research spend is on business to business market research. I took a sample of 400 companies which represent the UK business landscape: The 100 companies on the FTSE 100 Index. This reveals that 45% of UK companies operate in business to business markets (and many more have some business to business component to what they do).

Sample 33

Sample Spending Business to Business Attitudes 33

Tony Zambito

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?

Buyer Personas 162

Buyer Personas Buyer's Journey Persona Research 162

Tony Zambito

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.

Buyer Personas 121

Buyer Personas Buyer's Journey Persona Research 121

KEO Marketing

JULY 10, 2017

Business to business digital marketing is a type of marketing needed by companies who sell to other companies. Why is business to business digital marketing so widely utilized? . Investing in a business to business digital marketing strategy .

SMS 11

SMS Buying Cycle Account Based Marketing Agency 11

Tony Zambito

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%.

Buyer Personas 151

Buyer Personas Persona Custom Publishing Buyer's Journey 151

Reachforce

MARCH 21, 2016

Business-to-business (B2B) marketing is largely an online endeavor, as businesses can easily connect with other businesses via digital channels. Here are some tips to optimize your B2B marketing strategy with marketing automation software. Since marketing automation can streamline digital marketing, it’s an ideal tool for B2B marketing. Reach More Channels Email marketing has served as […]. Marketing Automation marketing automation

Channel 33

Channel Software Business to Business B2B 33

Tony Zambito

OCTOBER 9, 2015

It goes to show you that sometimes, numbers being relative, an 8% drop can be significant and historic. Perhaps not as drastic as the Dow falling by 8%, but to see the percentage of marketers who believe their content marketing was effective drop to 30% from 38% in one year is a revelation.

Buyer Personas 154

Buyer Personas Effective Effectiveness Buyer's Journey 154

Tony Zambito

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?

Buyer Personas 124

Buyer Personas Intent Buyer's Journey Persona 124

Tony Zambito

OCTOBER 26, 2015

There are two additional concerns CEOs are finding of increasing importance to the growth, as well as, survival in competitive environs. CEOs and their organizations are finding it hard to keep pace with new digital technologies.

Buyer Personas 144

Buyer Personas Persona Buyer's Journey Buy 144

Tony Zambito

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.

Buyer Personas 97

Buyer Personas Persona Customer Buyer's Journey 97

Tony Zambito

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.

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Buy Buyer Personas Experience Buyer's Journey 130

Tony Zambito

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.

Buyer Personas 104

Buyer Personas Persona Segmentation Profiling 104

Tony Zambito

MARCH 6, 2016

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. Rather than, to explore new concepts, hypotheses, uncover new opportunities, gain revealing insights into issues, and seek new innovative ideas.

Buyer Personas 117

Buyer Personas Customer Buyer's Journey Persona 117

Tony Zambito

JUNE 26, 2016

A recognition of the growing importance of digital content marketing to overall marketing strategies today. Questions I often receive when working with CMOs specific to B2B. How to invest and what to invest in becomes critical decisions for B2B CMOs. by Gregor Črešnar.

Buyer Personas 106

Buyer Personas Persona Audience Research 106

Tony Zambito

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.

Buyer Personas 112

Buyer Personas Customer Gatekeeper Persona 112

Tony Zambito

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. Goals Matter To Buyers. coaching by Gilbert Bages.

Direct Marketing 121

Direct Marketing Buyer Personas Buyer's Journey Persona 121

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.

Buyer Personas 112

Buyer Personas Buyer's Journey Customer Persona 112

Tony Zambito

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.

Buyer Personas 112

Buyer Personas Persona Buying Cycle Customer 112

Tony Zambito

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.

Buyer Personas 105

Buyer Personas Customer Persona Buyer's Journey 105

Tony Zambito

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 Personas 106

Buyer Personas Correlation Persona Effective 106

Tony Zambito

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.

Buyer Personas 106

Buyer Personas Buyer's Journey Persona Buy 106

Tony Zambito

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.

Buyer Personas 95

Buyer Personas Persona Research Buyer's Journey 95

Tony Zambito

DECEMBER 20, 2015

Another highlight for companies exceeding revenue goals is those who also focused on buyer fears and challenges in addition to drivers and motivators. Documentation Leads To Effectiveness. The survey indicated a top challenge was getting the organization as a whole to value personas.

Buyer Personas 101

Buyer Personas Persona Research Studies 101

Tony Zambito

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.

Profiling 106

Profiling Buyer Personas Persona Custom Publishing 106

Tony Zambito

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.

Buyer Personas 83

Buyer Personas Persona Research Experience 83

Tony Zambito

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.

Buyer Personas 70

Buyer Personas Buyer's Journey Persona Buy 70

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 152

Lead Nurturing Relevance Email Trigger 152

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.

Lead Nurturing 141

Lead Nurturing CTR Case Study Lead 141

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.

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Click Ads PPC Creative 115

Tony Zambito

MAY 31, 2017

This led to more sophisticated selling approaches, such as Consultative Selling and Miller Heiman. When ABS (account-based sales) first came into existence, it began with needs assessments and led to the collection of information on teams, hierarchy, divisions, decision-makers, approvers, etc.

Account Based Marketing 46

Account Based Marketing Buyer Personas Persona Buyer's Journey 46

Tony Zambito

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.

Buyer Personas 70

Buyer Personas Persona Survey Buyer's Journey 70

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.

Design 99

Design Creative Loyalty Advertising Agency 99

Tony Zambito

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. It is easy to go on doing the same thing and call it something new.

Demand Generation 124

Demand Generation Target Demand Generation 124

Tony Zambito

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. The idea of connecting to B2B buyers has gone from straight forward to major league complex.

Buyer Personas 121

Buyer Personas Persona Research Buyer's Journey 121

Tony Zambito

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.

Buyer Personas 121

Buyer Personas Research Persona B2B 121

Tony Zambito

SEPTEMBER 27, 2015

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. When the concept of customer experience burst onto the business world in the late ‘90’s, a natural extension became customer journey mapping. Some are heeding to this call.

Buyer Personas 69

Buyer Personas Buyer's Journey Customer Persona 69

Tony Zambito

JANUARY 25, 2012

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. Modeling the buyer experience to understand critical moments of truth.

Behavior 117

Behavior Buyer Personas Research Persona 117

Tony Zambito

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.

Funnel 117

Funnel Buyer Personas Research Buyer's Journey 117

Tony Zambito

FEBRUARY 10, 2012

New tactical approaches have been introduced at a rapid rate and some old ideas repurposed with new labels – all in an effort to find the ever flowing fountain of gaining buyer attention. The single buyer model had worked well right up to the advent of the Internet and email.

Buyer Personas 117

Buyer Personas Research Buyer's Journey Persona 117