B2B: Where Social Media Meets Direct Marketing

Biznology

Business marketers have embraced social media with enthusiasm. So they get a lot of measurable value from social media, and they pull it into their programs as a full-fledged member of the integrated marketing mix. Expecting the results to deliver a measurable ROI.

Goal-Directed Marketing: How Marketers Can Help Buyers Achieve Their Goals

Tony Zambito

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.

New Approaches To Understand Customers Needed In A Digital Transformation World

Tony Zambito

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.

Pursuit Of Goals Drive Buyer’s Journey

Tony Zambito

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.

Rethinking Buyer Personas In An Era Of Digital Transformation

Tony Zambito

In the past five years, we have seen exponential disruption each year in multiple markets. Digital technologies and resulting transformation turning markets literally inside out. Revenues falling by as much as 40% and many drivers switching to Uber. by Louis Prado.

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%.

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

Tony Zambito

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.

State Of Buyer Personas 2016 Survey

Tony Zambito

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.

How The Content Illusion Is Leading Marketing Astray In The Era Of Digital Transformation

Tony Zambito

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?

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.

Mapping Buying Experiences: Creating Growth Through Aligning With Buyer Goals

Tony Zambito

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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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. Questions I often receive when working with CMOs specific to B2B.

State Of Buyer Personas 2016: Strong Correlation Between Effectiveness And Goals

Tony Zambito

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. New Directions.

Use Buyer Persona Research To Improve B2B Customer Experience

Tony Zambito

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.

The Emerging Importance Of B2B Ethnography To Buyer Personas

Tony Zambito

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.

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

The Telltale 8% Drop In Content Marketing Effectiveness

Tony Zambito

It goes to show you that sometimes, numbers being relative, an 8% drop can be significant and historic. The annual Content Marketing Institute and MarketingProfs B2B Content Marketing Benchmark Study 2016 is quite startling. In essence, leading to the scan once and trash results.

Informed Customer Understanding Should Guide Marketing

Tony Zambito

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

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.

Buyer Decisions Are Not What You Think

Tony Zambito

When marketing and sales leaders often think about how buyers make decisions, they are viewed through a prism of buyers making rational and process-driven decisions. It is yet another example, however, of the search to understand the process of decision-making. by Gregor Črešnar.

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.

Study Confirms Importance Of Qualitative Research To Success With Buyer Personas

Tony Zambito

These facts from the 137 respondents, from a variety of roles primarily in marketing, shows a strong correlation between the use of qualitative research and the effectiveness of buyer personas. Documentation Leads To Effectiveness. A Step In The Right Direction.

3 Ways CMOs Can Achieve Deeper Insights Into The Customer Journey

Tony Zambito

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. by Vica Design.

Database Marketing: Five Important Things to Know

Webbiquity

A form of direct marketing , database marketing uses business and consumer databases to generate targeted recipient lists. What distinguishes database from direct marketing is the awareness to the analysis of data. Database Marketing Types.

6 Steps to a Successful (B-to-B) Direct Marketing Campaign

MLT Creative

A current campaign I’m involved with got me thinking about my roots in consumer direct marketing. Whenever we launch a campaign that relies heavily on direct, I’m reminded that the rules in business-to-business direct marketing are really the same as they are in the consumer space.

B2B Lead Generation Blog: Webinar: A Multimodal approach to Lead Nurturing for Complex Sales

B2B Lead Generation

FREE E-Book 8 Critical success factors for lead generation Just tell us where to send your FREE updates Subscribe in a reader Podcast Feed Subscribe via iTunes Recognition Thanks for Reading! Positioning: How To Test, Validate, And Bring Your Idea To Market

Is Modern Marketing an Art or Science? [Infographic]

Modern Marketing

Marketing is a dark art.” “I I know half my marketing budget isn’t wasted, I just don’t know what half.”. These are common refrains of the marketing world. It’s always been the marketer’s job to stir the soul, win the heart, or at the very least relate convince people to buy.

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High-Performance Email Marketing for Attracting and Engaging.

Industrial Marketing Today

According to SirrusDecisions research, the B2B buyer receives 20.3 And that reality of the flooded inbox is very evident from steadily dropping response rates of only 1% to 3% range for traditional email marketing. However, there’s no denying the low cost of email marketing.

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The Signs of an Olympian Level Marketing Team

Modern Marketing

by Jesse Noyes | Tweet this Are you one of the millions glued to your TV , watching match after match during the Olympics? There are obvious reasons to love the Olympics. The best athletes gather in some corner of the world to compete. Most marketers will probably never battle it out at the Olympics. But plenty know what it’s like to go head-to-head against the competition. Here are four elements of an Olympic level marketing team.

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What You Should Know About Marketing as a Career

Altitude Branding

For new graduates, marketing is a popular destination, and it’s easy to see why. Marketers are the individuals that prompt us to take action in regards to purchasing a particular product or service.

Your B2B Lead Generation Budget: Start by Cutting It Into Thirds

Sales Lead Insights

Here is a simple and effective way to allocate your business-to-business lead generation budget. Use the first third of your B2B lead generation budget for Internet marketing. Start with: Search engine optimization (SEO) so your web pages will be found when prospects are using the leading search engines to find companies, products or services like yours. Adding your company and its products or services to appropriate online directories.

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B2B Lead Gen: Can you do it cheaper and better inside?

ViewPoint

As a business-to-business marketing or sales leader you have numerous options for lead generation tactics and tools. Top choices include teleprospecting, direct marketing, search engine marketing, website, and trade shows.

Marketing Automation is Not Marketing Strategy

ViewPoint

We are republishing this blog by Ruth Stevens (originally run January 29, 2014) because she hits the nail on the head about marketing automation. In the opening paragraph she states: “Marketers sometimes see automation as a silver bullet. Déjà vu all over again, to echo Yogi Berra.

Election Day: SLMA's 50 Most Influential People in Sales Lead Management

Smashmouth Marketing

Members of SLMA and non-members are allowed to vote. If you find someone you want to vote for, click through and place your vote. Trish Bertuzzi - The Bridge Group Karla Blalock - PointClear Bob Bly - Bly.com April Brown - Rubicon Marketing Group Michael Brown - Purple Pig Consulting Michael A. The Sales Lead Management Association has opened up voting for the 50 Most Influential People in Sales Lead Management.

B2B Prospecting Data Just Keeps Getting Better

ViewPoint

The most reliable and scalable approach to finding new B2B customers is outbound communications, whether by mail, phone or email, to potential prospects, using rented or purchased lists. Out-of-business indicator, plus credit rating and parent/subsidiary linkages (Salesforce.com).

Learn How to Maximize Lead Generation

Reachforce

And if you’re extra lucky, she agrees to an interview drawn from her new book “Maximizing Lead Generation.”. What are the biggest challenges for marketer to generate the number of leads they need currently? You’re going to kill me, but the truthful answer is: It depends.

Q&A with Interact Keynote Speaker Hugh Herr

Modern Marketing

by Steve Olenski | Tweet this Those attending Interact 2014 in San Francisco this July 16−18 — and yes, you still have time to register — will be treated to a whole host of entertaining, knowledgeable folks from the world of marketing and beyond. A double amputee himself, he is responsible for breakthrough advances in bionic limbs that provide greater mobility and new hope to those with physical disabilities. Marketing Efficiency

The Annuitas Group and Harte-Hanks Announce Strategic Alliance

ANNUITAS

Relationship expands end-to-end demand generation and lead management service offerings for clients. HHS), a direct marketing services company that offers the widest variety of integrated, multichannel, data-driven solutions for top brands around the globe. Harte-Hanks has been an industry leader in the B2B marketing space for many years and we are excited to enter into this alliance with them,&# said Carlos Hidalgo, CEO of The Annuitas Group.

4 Tips For Data-Driven Glory: Insights From Interact 2014

Modern Marketing

by Courtney Buchanan | Tweet this Marketers today swim in a sea of data. From tracking purchase behavior to website visits, they’re constantly gathering information about their customers, but that data often languishes without being put into action. Marketing Efficiency

5 Ways You Should Be Using Marketing Automation

Modern Marketing

by Sylvia Jensen | Tweet this Similar to “social CRM” or “lifecycle marketing,” “Marketing Automation” is a key phrase among marketers today. It seems you can’t go to a conference or do a blog search without these current terms popping up.