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?
A Beginner’s Guide to Business-to-Business Marketing Automation
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
Reboot Buyer Insights To Drive B2B Growth
MARCH 12, 2017
B2B companies are faced with the most transformative era in business history. On a greater scale than that of the first Industrial Revolution over a century ago, we are witnessing a technological and digital revolution that will disrupt business-to-business profoundly in the next 10 years.
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.
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.
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.
The Emerging Importance Of B2B Ethnography To Buyer Personas
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.
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.
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.
4 Myths Preventing True B2B Customer Understanding
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.
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. 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.
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. Goals Matter To Buyers. coaching by Gilbert Bages.
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.
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.
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.
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.
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.
Study Confirms Importance Of Qualitative Research To Success With Buyer Personas
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.
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.
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.
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.
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.
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.
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.
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.
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. It is easy to go on doing the same thing and call it something new.
3 Ways CMOs Can Achieve Deeper Insights Into The Customer Journey
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.
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. The idea of connecting to B2B buyers has gone from straight forward to major league complex.
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.
How B2B Leaders Are Understanding Buyers Better With Behavioral Buyergraphics
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.
Tools I use to amplify social campaigns
JUNE 30, 2015
I am surprised how much of a one-man band I have become through social media thanks to a little help from my friends. Here are the top social media applications I use in order to help lead my clients and my own brand through all the background noise and into the spotlight.
Five B2B marketing beliefs and trends debunked
JUNE 26, 2015
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. Here are my top five beliefs and/or trends that seem wrong or wrongheaded, and need someone to shine the light of day on them.
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.
The Single Buyer Model: A Dangerous Road Towards Competitive B2B Marketing
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.
Is Your Organization Likeable? Are You Attracting the Right Buyers?
MAY 2, 2012
Since, this phrase has been used to help explain attraction-based theories and concepts in many areas of the social sciences throughout the 20th century and now into the 21st century. Does your organization have so called “laws of attraction” attributes that buyers are attracted to?
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?