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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.

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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.

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Trending Sources

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.

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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.

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New Buyer Insights Needed To Unlock Growth In An Era Of B2B Digital Transformation

Tony Zambito

B2B companies may have to come to grips with the fact they are living in their own digital information bubble. Inside the bubble, intelligence is gathered to support predefined expectations around CX, account-based marketing, buyer’s journey, content marketing , content conversion rates, etc.

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The Importance of Personalization in the B2B Buying Journey

Act-On

Imagine you’re a marketer about to begin researching a new martech solution for your organization. B2B Marketing Marketing Strategy b2b buying journey B2B marketing personalization personalized marketing

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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.

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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.

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New B2B Persona Research From Salesforce and LinkedIn Study

B2B Lead Generation Blog

I wanted to talk with Mat and bring this vital information to B2B marketers. I think what’s relevant to this conversation is I was one of the really early employees at a small startup back in the day called Pardot, which is a marketing automation platform. What motivated you or inspired you to do this research? What surprised you most as you analyzed the data from this research, and why? What can marketers do based on this research for their email?

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How to get 67% more revenue opportunities using LinkedIn and not just leads that go nowhere

Biznology

You have social media and social selling experts including Jeff Molander , John Nemo , and Brynne Tillman coaching clients and followers to use a template approach that lacks relevance to try to book as many calls and sales conversations as you possibly can.

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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.

100

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.

86

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.

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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.

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How to use customer data to develop marketing insights

Biznology

In fact, small businesses can and should collect valuable customer information, just like big businesses. A small business can gain insight into customer behavior and buying preferences which can improve marketing communication. Basic Contact Information. Why They Buy From You.

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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.

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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.

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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?

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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.

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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.

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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 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.

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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.”

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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.

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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.”

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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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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.

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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.

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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.

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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.

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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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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.

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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.

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Emotional Advertising: How Brands Use Feelings to Get People to Buy

Hubspot

Ads that make people share and buy can usually be summed up in one word: emotional. Studies show that people rely on emotions, rather than information, to make brand decisions -- and that emotional responses to ads are more influential on a person’s intent to buy than the content of an ad.

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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.

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Peter Mahoney, Nuance Communications CMO: People Still Buy Things— the Human Side of Marketing Technology

Crimson Marketing

“Businesses don’t buy things, people do,” says Peter Mahoney, CMO of voice and natural language software maker Nuance Communications. He shares how Nuance used multi-variate testing in its holiday campaigns to increase conversions 14%.

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What’s the Big Deal About Predictive Analytics? A Conversation with Brian Kardon

The Point

He previously held top marketing roles at Eloqua, Forrester Research, and Reed Business Information before taking the reins as CMO at Lattice Engines , a pioneer in predictive applications for marketing and sales. Who is most likely to buy?

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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.

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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.

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Need More B2B Sales Leads? Ignore This Research

Webbiquity

According to recent research conducted by InsideSales.com and reported by MarketingProfs , websites, blogs and search are among the most effective tactics for both lead generation and brand awareness.

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