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Overcoming The Content Personalization Challenge With Buyer Persona Research

Tony Zambito

Understanding that helps inform how they can create content that is personalized to the goals and situations of their buyers. Buyer Persona Research. Understanding both usage behaviors and buying behaviors helps us to inform overall customer engagement strategies.

The Emerging Importance Of B2B Ethnography To Buyer Personas

Tony Zambito

In recent studies by IBM and other research studies on CEO sentiments, customer insight and understanding are identified as a top focus for CEOs. Resulting in a 3D view of buyers, which can help inform strategies related to each. Buyer Research Intent Requires Change.

Three marketing truths for an information dense world

grow - Practical Marketing Solutions

I’d like to cover three big ideas I discussed from my research that I think are essential truths for this new marketing world. We face a menacing wall of information competition and if you think it’s bad now, it is going to soon become much, much worse.

Rethinking Market Strategy In A Digital Economy

Tony Zambito

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. Buying Behaviors : How people make choices and arrive at purchase decisions are undergoing major transformations.

B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. matching content to stages of the buying cycle. Reference content can include research, surveys and guides. their sales process regardless of where in the buying journey their prospect.

Is Your Organization Ready For Market Strategy In A Digital Economy?

Tony Zambito

Conversely, CMOs and market strategists today will need to consistently assess market opportunities created by digitization and transformation. In my previous article , I mentioned how the contact information management world was undergoing radical shifts.

Buyer Decisions Are Not What You Think

Tony Zambito

Leading to many strategies and tactics devoted to attempts to market or sell to the rationale behind decisions and buying processes. Essentially another name for mapping the buying process. Casting rational information and facts, such as buying criteria, as buyer personas.

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.

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.

B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. matching content to stages of the buying cycle. Reference content can include research, surveys and guides. their sales process regardless of where in the buying journey their prospect.

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

Influitive b2b

With the wide array of technology options available, and the ability to easily get opinions from peers online, buyers have a lot of choice and information at their disposal. Traditional customer reference programs are self-serving, biased and come way too late in the buying process.

10 Ways to Optimize Your Lead Conversion Rate

B2B Lead Generation Blog

I’m going to share 10 levers you can use to improve your lead conversion right now: 1. When people ask for information, they expect a rapid and personal response. Numerous studies show that swift follow-ups increase conversion. Remember, people buy from people. The prospect may have responded to marketing campaigns and provided basic contact information, but sales professionals need much more than that.

5 Steps to Increase Conversion Rates with Account-Based Marketing

Act-On

It’s a very logical response to the growing number of people involved in making a B2B buying decision. In some cases, the new research and persona creation may lead you to discover a new value proposition. Treat each touch as an ongoing and continuing conversation with your prospect.

Making the Case for Content Marketing: Research & Statistics

ScribbleLive

Google wants its users to immediately find content that’s useful, informative, and easy to consume. Further, website conversion rates are almost 6 times higher for content marketing adopters versus non-adopters.

B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. matching content to stages of the buying cycle. Reference content can include research, surveys and guides. their sales process regardless of where in the buying journey their prospect.

New Research on How B2B Marketers Get More Leads

Act-On

Because lead generation is so important, there’s quite a bit of research that’s been done about it. As a result, there’s quite a lot of information available about what works and what doesn’t. This post will walk you through the highlights of that research.

Changing the Sales Conversation [PowerViews LIVE Highlights]

ViewPoint

On Tuesday, May 12, 2015, I had the pleasure of hosting Linda Richardson on PowerViews LIVE for an informative discussion on Changing the Sales Conversation: How to More Effectively Sell in Today’s Hyper-digital World. Here are some key points and quotes from my conversation with Linda.

How CEOs And CMOs Can Tell The Difference Between Information And Insights

B2B Marketing Insider

When, in fact, they represent customer information and intelligence gathering organizations have to be good at just to compete. Carrying this thought a little further, sales often is in the act of gathering information on the strategic initiatives of a corporation.

B2B Buyers Need Insights, Not Just Information

KEO Marketing

They’ve got loads of information on which to draw. That’s why you need to go beyond just providing information and start delivering insights. Increasingly, almost all of this research occurs before a buyer contacts your sales team.

Buying Online Display; Click-through Rate & Conversion Considerations

NuSpark

Keep in mind these considerations: You’re really buying impressions with display. Since many display networks sell inventory on a CPM basis, you should be buying based on targeting and efficiency. View Through Conversions. Have you clicked on a banner ad recently?

Best Social Media and Digitial Marketing Research and Statistics of 2011, Part 1

Webbiquity

Get the details behind these stats and many, many more here in more than 40 of the best articles and blog posts about social media, search, budgeting and digital marketing research, facts and statistics of 2011 so far. Large Enterprise Social Media Research, Facts and Statistics Inc.

Why People Buy Things Online [Data]

Hubspot

Just because we''re marketing things doesn''t mean we really know the science behind what makes people buy. But marketing without that information is like walking outside with a blindfold on -- it''s going to be very hard to end up at your destination without a scratch.

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Best Social Media and Digital Marketing Research and Statistics of 2011, Part 2

Webbiquity

53% of employers now research candidates on social networks before hiring. • Researchers To Marketers: Go Social, Mobile by MediaPost Online Media Daily. of respondents said they’d be either somewhat less likely or far less likely to buy from that brand.”

How to Improve Full Funnel Conversion Rates

bizible

This post will walk marketers through multiple steps they can take to improve full funnel conversion rates. If you’re attracting a ton of leads at the top of the funnel, but they’re unqualified and highly unlikely to purchase your product, conversion rates will suffer.

The State of Buyer Personas 2012

Tony Zambito

The adoption of research-based modeling of buyers that leads to buyer personas has been mixed. The organizations who have embraced the goal-based methodology for research-based buyer personas have seen tremendous success in uncovering new opportunities for revenue growth.

Marketing’s Uneasy Relationship Between Research and Creativity

Contently

We know how many people are buying certain products. As Trey Hall, Quiznos CMO, relayed to Slate , “Quiznos needs to be ‘dramatic’ with the airtime it buys because it’s got a smaller ad budget than its competitors.” Research is comforting.

Best Social Media Stats, Facts and Marketing Research of 2010

Webbiquity

the sources below provide a vast wealth of data, statistics and research results, as well as a bit of interesting social media trivia. How are consumers and b2b decision makers using social media in their buying processes? 83% of B2B buyers research online before making a purchase.

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How To Boost Conversions With Personalized Remarketing

Modern B2B Marketing

Today’s consumers have access to a staggering amount of information and tend to do a lot of research before taking action. Hopefully that ad, or the next, will light the fire that leads the person back to your site to buy those shoes.

3 Keys to Modern Keyword Research: Update Your Strategy and Tools for 2017

Modern B2B Marketing

User intent is typically to “inform” (get more information on something) or “purchase” (buy something). However, I recommend signing up for a premium keyword research tool for the best results. Use the questions to guide the conversation down the page—from “What?”

4 Steps to Lead Nurturing: Walking the buying path with your customers

B2B Lead Generation Blog

I define lead nurturing as consistent and meaningful communication with viable prospects (those that are “a fit” for your solution), regardless of their timing to buy. It’s not “following up” every few months to find out if a prospect is “ready to buy yet.”

Ditch the Pitch: How Content Marketing Creates the Conversation that Drives Conversion

Sales Engine

They expect you to be an expert in your field and about your solution, as well as to create relevant, informative content about it. You can then recommend whitepaper Y, which will answer the next question in the buying cycle. This is the conversation that drives conversion.

Why We Need to Shut Up and Let Our Customers Buy Something

B2B Marketing Unplugged

Just the other day, my friend Lisa Shepherd was suggesting on LinkedIn “…that B2B buyers are now self-nurturing and… sales needs help from marketing to enter the sales conversation earlier”. There are a few statistics that are used to torment marketers.

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How Customer-Driven Copy Helped HubSpot Increase Conversions by Nearly 100%

Hubspot

You can't just give your copy a "refresh" or aimlessly fiddle with headlines to get a huge boost in conversions. These kinds of false hopes (and complete lack of a process) are why so many conversion copywriting projects fail, and so many new sites perform worse than the old ones.

Sales Enablement Tactics to Improve BOFU Conversion Rates

bizible

Once a prospect has reached the bottom of the funnel (BOFU) they’ve done their research and have narrowed down the potential companies they’re looking to buy from to a handful at most. Below is a list of sales enablement tactics that can help improve BOFU conversion rates.

3 Ways To Research Companies For Personalized Video Sales Outreach

Vidyard

But when salespeople use video in lieu of properly researching their prospects, it runs into the same problems as cold emails or cold calls. When it comes to successful prospecting, here are three methods I’ve always found to be highly successful: 3×3 Research.

3 Secrets To Having A Two-Way Conversation With Your Brand’s Customers Online

Buzz Marketing for Technology

No matter where you look, brands are all trying to crack the code of having a two-way conversation with their customers wherever they are – be it in-store, online, on a smartphone, on a tablet or on social media.

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8 Free Research Reports to Guide your 2015 Marketing Plan

CMO Essentials

To help guide your thinking and bolster your brilliant plan, we have prepared a list of recommended research reports published by Aberdeen Group’s Marketing Effectiveness & Strategy practice.

4 tips to improve your YouTube channel

Biznology

Support customer research. When you marketing your brand on YouTube, it’s essential to recognize your audience’s state in the buying process. This makes it important to select keywords that are relevant to people who want to find new information.

5 Ways You Can Use Visual Content to Increase Conversion Rates

Hubspot

I was ready to buy. That conversion didn’t happen. The wrong visual content can kill conversions as quickly as the right visual content can increase them. In fact, conversion rates for brands that use custom visual content are seven times higher than those that don’t.