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

Customer Experience Matrix

I’m currently drafting a paper on use of Customer Data Platforms by B2B SaaS marketers. To build some suspense, let’s first review who else has been buying CDPs. I think the reason is that banks, airlines, and telcos all capture their customers’ names as part of their normal operations.

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Mapping Buying Experiences: Creating Growth Through Aligning With Buyer Goals

Tony Zambito

Engaging new buyers and repeat customers are the lifeline to achieving growth. Causing many to rethink long-standing practices on customer acquisition and customer retention. Towing a company line of “our customers have always done it this way” mentality.

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Trending Sources

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

Tony Zambito

Compounding the issue today is the prevalent use of the term buyer persona to describe customer segmentation and buyer profiling efforts. The issue I am referring to is the confusion that can surround distinguishing between customer segmentation, buyer profiling, and buyer personas today.

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.

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.

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.” Strengthening The Common View Of Customers. 10 Essentials Of Becoming Customer-Centric With Buyer Personas.

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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New Approaches To Understand Customers Needed In A Digital Transformation World

Tony Zambito

Strikingly, in these same few years, you will also find developing customer understanding also on the list of CEO priorities. What becomes clear considering these surveys is that many CEOs see growth resulting from a strong understanding of customers. Illustration by Nikita Kozin.

Is B2B Content Engagement Heading In The Wrong Direction?

Tony Zambito

For example, in one organization I helped recently, they perceived there were 7 stages for a generalized buyer’s journey of their target customers. Increasing Content Engagement Through Customer Understanding. by Juan Pablo Bravo. Sometimes more is truly less.

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.

Informed Customer Understanding Should Guide Marketing

Tony Zambito

While others portray that if you just do these few things, then there will be a proverbial pot of gold, at the end of the year filled with overflowing coins of new leads and customers. One thing that is clear is the dynamics of markets, customers, and sellers continue to unfold in new ways.

The Importance of Personalization in the B2B Buying Journey

Act-On

You may want to read case studies or customer testimonials to see what others in your industry have done. It’s crucial to acknowledge, respect, and adjust to these types of variations for prospective customers.

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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.

Programmatic Ad Buying: What Does It Mean for B2B Marketers?

The Point

You could make the case, as I will, that of all the new technologies to enter the marketing technology landscape of late, the two with the potential to have the biggest short-term impact for B2B marketers are Predictive Analytics and Programmatic Ad Buying.

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

B2B Lead Generation Blog

Get out your walking shoes, and take a journey with your customers. 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. What is a customer journey map?

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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Are Your Buyer Personas Data Overkill?

Tony Zambito

Enabling analytics and reports on profiling attributes and activities of buyers and customers as gleaned from a database. When it comes to data on buyers and customers, the old saying “too much of a good thing” comes to mind. And, more importantly, truly informs on customer strategies.

The Emerging Importance Of B2B Ethnography To Buyer Personas

Tony Zambito

Better, deeper, insightful, and well-rounded understanding of customers and buyers is on the top of the list for many CEOs and CMOs today. In recent studies by IBM and other research studies on CEO sentiments, customer insight and understanding are identified as a top focus for CEOs.

IgnitionOne Buys Knotice, Prompting Many Deep Thoughts

Customer Experience Matrix

Both vendors are listed in Raab Associates’ Guide to Customer Data Platforms in the “audience management” category. The only gaps shared by both systems are B2B clients and Web scanning for customer data, which is also mostly a B2B application.

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Quit Obsessing About the Customer Journey

The Point

These days it seems to me that you can’t read a marketing blog, attend a marketing conference, listen to a marketing podcast, without hearing someone drone on about the customer journey. Suddenly, we are led to believe, the customer journey is all that matters.

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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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.

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. They call it “customer success” for a reason.

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Why (and How) Your Team Should Personalize the Customer Experience

Act-On

We all have good intentions when it comes to customer experience and treating our customers well, but sometimes there are disconnects. But some recent research suggests some companies, and their customers, are having exactly that kind of experience. Customers disagree.

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. Grow Your Customer Base.

Don’t Just Sell: How To Make Customers Buy

Marketing Insider Group

Almost all businesses today say they want to focus on customers’ needs and delight them with great offerings in order to make them buy. However, only a handful of businesses in each industry successfully manage to make customers buy their products.

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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.

7 Ways To Thrill Customers And Get Them To Buy More From You

The Forward Observer

Are you focused more on getting new customers than delighting your current customers? Most businesses spend the majority of their money and time acquiring customers and building products. Sadly, customer retention and happiness are often an afterthought.

Reboot Buyer Insights To Drive B2B Growth

Tony Zambito

It is safe to say that no industry or B2B markets will go without some form of disruption affecting buyers and buying behaviors. Relying on the predictability of long-ago established customers. Your Views Of Hierarchal Buying Teams And Committees Are Off.

It’s All About the (Challenger) Customer

ANNUITAS

We were invited in to be part of a roundtable discussion on the trends we are seeing in the industry and also discuss the forthcoming book from CEB, The Challenger Customer. This is no easy task, but in reality, the paradigm of today’s buying cycle leaves vendors little choice.

Rethinking Buyer Personas In An Era Of Digital Transformation

Tony Zambito

Understanding Customers Has Changed. In this era of disruptive digital transformation, customer behaviors in B2B and B2C markets are radically changing. Making the need for organizations to understand customers a centerpiece of their growth strategies. by Louis Prado.

Why Customer Experience is the Hot New Thing in Marketing

Act-On

“The customer experience is the next competitive battleground.”. It’s old-fashioned, but it works: Be good to your customers. Be good from the first time they encounter you to years after they’ve become your loyal, return customer. And of customer advocates?

5 tips to get people to buy online

Biznology

Here are 5 tips to get people to buy online. Online, it is all about your reputation and your customer care. If your customer care and after sales service is poor, it will cripple your online sales. The post 5 tips to get people to buy online appeared first on Biznology.

Oracle Buys BlueKai and Puts Marketing Databases In the Spotlight

Customer Experience Matrix

Oracle announced this morning that it is buying BlueKai , a leading Data Management Platform (DMP) technology vendor and operator of one of the largest data marketplaces. More typically, they just do some hand waving around the customer database without explaining how it magically appears.

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3 Ways CMOs Can Achieve Deeper Insights Into The Customer Journey

Tony Zambito

As CMOs look ahead, gaining greater clarity into how buying behaviors are changing is becoming one of their most important aims. 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. The stages termed as Discover, Learn, Try, Buy, Use, and Advocacy.

Marketers Are Struggling to Keep Up Customer Expectations: Here's Proof

Customer Experience Matrix

How pitiful is this: My wife left me alone all last weekend and the most mischief I could get into was looking for research about cross-channel customer views. Let's start with a truth universally acknowledged – that customers have rising expectations for personalized treatment.

What Can You Buy With A MQL?

Modern B2B Marketing

The revenue scorecard is what matters most to the CEO, who likely cares much more about pipeline generated, target accounts closed in new business, customer retention/adoption, and revenue won. 46% are poised to buy, but they have a variety of other things to do and focus on.

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Why (and How) Your Team Should Personalize the Customer Experience

Act-On

We all have good intentions when it comes to customer experience and treating our customers well, but sometimes there are disconnects. But some recent research suggests some companies, and their customers, are having exactly that kind of experience. Customers disagree.

5 Ways B2B CMOs Can improve Audience Development With Buyer Persona Research

Tony Zambito

Often, buyer persona interviewing advice is skewed towards using a win-loss approach focused on the buying process. Focus on Customer Scenarios. Informing them on which scenarios were most important to customers. by Gregor Črešnar.

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

Tony Zambito

This also occurs on the level of the buy decision. Where intelligence, mistaken for insights, is rooted in outdated sales and product marketing precepts of buying teams, buying criteria, ill-defined success factors, etc. Illustration entitled Insight by Yu Luck.