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. But interestingly, what we’ve been seeing is that it’s become difficult for customers to buy today. years ago that we found the average buying group consisted of 5.4

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Mapping Buying Experiences: Creating Growth Through Aligning With Buyer Goals

Tony Zambito

In order to learn how to create distinctive buying experiences, businesses are embracing new means and approaches. While in B2B marketplaces, these approaches may represent first-time efforts brought on by rapid changes in digital technologies and buying behaviors.

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B2B Marketers Are Buying Customer Data Platforms. Here's Why.

Customer Experience Matrix

To build some suspense, let’s first review who else has been buying CDPs. And, while I don’t have firm data, my impression is that online-only retailers have been slower to buy CDPs than their multi-channel cousins.

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Analyze your target’s buying process, for greater marketing efficiency

Biznology

B2B selling is a complicated affair, but you can simplify your marketing strategies dramatically with buying process analysis. This means that you lay out your prospect’s buying process, stage by stage, and then develop a selling process that maps to it.

Seven Things Marketers Need to Know About Lead Generation

Speaker: Douglas Burdett, Host of The Marketing Book Podcast, Founder/Principal of ARTILLERY

Lead generation has become much more important because the buying process has changed, and marketers need to find new ways to reach buyers and get heard through the noise.

3 Ways To Gain Executive Buy In

ANNUITAS

So, how can you share ideas and influence change within your organization and gain the often elusive executive buy in? Understanding the value and keys to of obtaining executive buy in is timely as event season is just about to kick-off. It has happened to all of us.

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The Tao of B2B Buying Behavior – Why Emotion Trumps Logic

Great B2B Marketing

The post The Tao of B2B Buying Behavior – Why Emotion Trumps Logic appeared first on Great B2B Marketing. B2B Buying B2B Marketing B2B BuyerI’ve always wanted to use the word “Tao” in a blog post because the term has such profound (albeit esoteric) […].

Are Your Influencers Buying Their Followers?

Onalytica B2B

Why are influencers buying their followers? The reason these influencers choose to buy their followers is down to the fact that the kind of brands they work with are willing to pay for quick brand exposure, so understandably prioritise reach.

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How Not to Buy Leads

ViewPoint

It did not matter if they were ready to buy – or even qualified to buy. Neither one of these marketers were buying leads for low-cost commodities. Last week a prospect told me that he needed higher quality leads than were currently being provided by two third-party outsourced solution providers. His definition of a lead was the loosest that I have ever heard. An employee of a targeted company needed only to download some content to be qualified as a lead.

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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. Therefore, it is necessary for B2B marketing teams to align to this purchase path and to the buying committees.

What You Get When You Buy Technology

Act-On

“Nobody ever got fired for buying IBM.”. As Corporate Visions notes , “In the 1980s, if you had to decide what computer hardware to buy for your company, these words rang through your head. It made your buying decision pretty easy. How to buy marketing technology.

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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.

Marketing Automation Dissatisfaction: Are Users Buying the Wrong Systems?

Customer Experience Matrix

b2b marketing automation buying marketing automation systems demand generation systems marketing automation evaluation criteria marketing automation failures marketing automation system selection

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Who Is Really Buying?

Akoonu

Complex B2B selling is exactly that: complex. To be great, not just good, Sales Teams need to have more than charisma, industry expertise and sales process mastery.

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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.

Buying vs shopping

Heinz Marketing

We don’t always buy the best, sometimes we buy from our favorite. 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. We talk a lot in B2B about buying journeys, but what is your buying experience like? The post Buying vs shopping appeared first on Heinz Marketing. One is transactional, the other is experiential.

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Getting B2B Trade Show Attendees to Buy

Webbiquity

Since there’s no crystal ball capable of divining a buyer’s mind, the only thing left to do is to take a step back and try to understand that which drives the buying decision in the people you’re selling to. B2B customers don’t fly solo when making buying decisions.

Top 3 Media Buying Mistakes B2B Marketers Make

Digital B2B Marketing

Is your buy really big enough to meaningfully sway perception when your competitors aren’t just sitting silent? No, that doesn’t mean they want to buy from you.

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5 tips to get people to buy online

Biznology

Here are 5 tips to get people to buy online. The post 5 tips to get people to buy online appeared first on Biznology. Online sales is a booming industry and the revenue is growing exponentially.

The Perils of Email List Buying – Rookie Mistakes 101

Act-On

Beyond the risk of breaking international laws with a poor quality list, this is a sharp-focus illustration of the most common problem with buying lists: People who don’t expect your email may not like receiving it.

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Why Customer Experience Is Just Like Gift Buying

Modern Marketing

Today we're talking about customer experience and why it can be just like buying a gift, One Size Most Assuredly Does Not Fit All. Ok raise your hand if you have not even started your holiday shopping yet. Yes, my hand is firmly raised.

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What Can You Buy With A MQL?

Modern B2B Marketing

46% are poised to buy, but they have a variety of other things to do and focus on. Try new marketing programs that map to the sales/buying process. What Can You Buy With A MQL? Author: Mike Madden That email got 9,230 clicks! <high

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New research: Empathy and solving buying problems

B2B Lead Generation Blog

But instead, we need focus on solving customer buying problems with empathy. Because buying is harder today than ever been. Help customers buy. What we find is that the larger the buying group, the more individual stakeholders feel not only their credibility.

Buy domain names for all your pages, products, and services

Biznology

The post Buy domain names for all your pages, products, and services appeared first on Biznology. Infomercials and commercials have become smart. They’ve always given viewers unique promo codes 800-numbers, and “tell the operator you saw us on WXYZ.”

Turn B2B Buying Into a Social Experience

Tony Zambito

  In others, there has been a mix of complex buying and selling cycles put into play to ultimately reach a purchase transaction.  A funny thing is also happening along the way to this transformation in B2B Buying.  Image via Wikipedia.

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Is B2B Content Engagement Heading In The Wrong Direction?

Tony Zambito

These are: Research and develop informing goal-directed buyer personas : Researching and identifying the goals and goal-directed behaviors influencing choices and buying decisions will serve as a guide on how to engage buyers. by Juan Pablo Bravo. Sometimes more is truly less.

IgnitionOne Buys Knotice, Prompting Many Deep Thoughts

Customer Experience Matrix

But the extract below from the CDP Guide also shows how they complement each other: Knotice does “fuzzy” matching of names and addresses and sends email, while IgnitionOne buys online media and selects best customer treatments.

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Winning Executive Buy-In for Martech Investments

Captora

You don’t need to buy a new platform every time the analysts declare a “paradigm shift,” but you should be aware of the weaknesses in your strategy, opportunities for growth, and how a given tool might offer a solution.

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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. Buying stages should be called investment stages.

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Amazon Buys Whole Foods: It's Not About Groceries

Customer Experience Matrix

The owners of those universes control the information their occupants receive, and, through that, control what they buy, who they meet, and ultimately what they think. So Amazon buys a grocery chain to give its customers one less reason to visit a retail store (because Amazon’s long-term goal is surely for customers to order online for same-day delivery). Both offer buying services that compete with Amazon.

Matching Webinar Content to the Buying Cycle

Modern Marketing

As prospects increasingly self-educate through the buying cycle, webinars have become a primary source of information that buyers turn to before making a purchase decision. To be most effective, your webinar content must be tailored to the specific objectives of each stage of the buying cycle.

How do Engineers Use Content in Their Buying Decision?

Industrial Marketing Today

Of course, you know that engineers use content in making work-related decisions, i.e. buying decisions. The answer to that question is fundamental in developing an effective industrial content marketing […] The post How do Engineers Use Content in Their Buying Decision? Datasheets, case studies and how-to videos have always been popular with this target audience. However, have you ever asked yourself the question, “how do engineers use content?”

How Advertising Makes Us Buy [Infographic]

Hubspot

To learn more about each, check out the following infographic from WebpageFX on how businesses are using this approach to convince people to buy. This post originally appeared on HubSpot's Agency Post. To read more content like this, subscribe to Agency Post.

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

Influitive b2b

In fact, the 2015 B2B Buyer’s Survey Report (sponsored by DemandBase and Demand Gen Report), found the top three resources that buyers rely on when researching potential vendors were: In addition, access to all of this information is making the buying cycle longer.

3 Steps for Gaining Executive Buy-In for Marketing Automation

Salesfusion

Gaining executive buy-in for any new technology is not unlike pitching an idea in the shark tank. The post 3 Steps for Gaining Executive Buy-In for Marketing Automation appeared first on Salesfusion. How many of you watch Shark Tank?

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Winning Executive Buy-In for Martech Investments

Captora

You don’t need to buy a new platform every time the analysts declare a “paradigm shift,” but you should be aware of the weaknesses in your strategy, opportunities for growth, and how a given tool might offer a solution.

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

DiscoverOrg

It’s not just about targeting accounts, it’s about targeting the best-fit accounts with a high propensity to buy now. Without verified data and deep intelligence, sales reps spin cycles on accounts that would never buy your services. Whether you buy a list or create one using in-house resources, sales teams should spend their time selling – not hunting down phone numbers and guessing at different email address permutations.

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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. For more information on purchasing lists, see Buying B2B Email Marketing Data: Challenges and Recommendations. Media buying email lists Email email lists list builds List Rental

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Experiential Buying Behavior Takes B2B Center Stage

Tony Zambito

In my previous article, Enhance the Buyer Experience with Intelligent Engagement , I referenced a trend I called Experiential Buying.    In simplistic generalities, we can take a view of two experience categories that B2B buyers may seek: Self-Enabled Buying.

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. Other findings explain why the buying cycle has gotten longer. 52% of respondents said the number of buying group members had increased significantly.