Mapping Buying Experiences: Creating Growth Through Aligning With Buyer Goals
NOVEMBER 8, 2015
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.
Confusing Customer Segmentation, Buyer Profiling, and Buyer Personas Harms Marketing
SEPTEMBER 6, 2016
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
NOVEMBER 22, 2015
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.
Why Customer Experience Is Just Like Gift Buying
DECEMBER 12, 2016
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. On one hand you have what consumers say they want out of a customer experience. Customer Experience
4 Myths Preventing True B2B Customer Understanding
MARCH 6, 2016
There is a big problem when it comes to B2B customer research. That is, making their buyer personas about customer research and not confirming existing buyer profiling assumptions. These assumptions can then get in the way of truly understanding their customers.
Informed Customer Understanding Should Guide Marketing
JANUARY 24, 2016
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.
Use Buyer Persona Research To Improve B2B Customer Experience
JUNE 5, 2016
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.
What Can You Buy With A MQL?
Modern B2B Marketing
MAY 12, 2017
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.
4 Steps to Lead Nurturing: Walking the buying path with your customers
B2B Lead Generation Blog
APRIL 20, 2015
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?
Reboot Buyer Insights To Drive B2B Growth
MARCH 12, 2017
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.
Programmatic Ad Buying: What Does It Mean for B2B Marketers?
MARCH 17, 2015
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.
3 Ways To Gain Executive Buy In
SEPTEMBER 6, 2016
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.
Are Your Buyer Personas Data Overkill?
AUGUST 14, 2016
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 Business Case for Buying Facebook Likes
grow - Practical Marketing Solutions
DECEMBER 17, 2012
Claiming to be an “expert” or “guru” when you’ve never had a paying customer? The business case for buying Likes. But I’m wondering if it is irresponsible and out of step with reality to keep a customer from buying Likes to match a competitor that is already doing it.
New Report: Improve The B2B Buying Process With Social Proof Marketing
AUGUST 3, 2015
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.
Rethinking Buyer Personas In An Era Of Digital Transformation
JANUARY 22, 2017
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.
The Emerging Importance Of B2B Ethnography To Buyer Personas
OCTOBER 26, 2015
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.
Buying Triggers and Why They Matter
JUNE 9, 2016
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.
Quit Obsessing About the Customer Journey
AUGUST 11, 2015
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.
IgnitionOne Buys Knotice, Prompting Many Deep Thoughts
Customer Experience Matrix
MARCH 19, 2014
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.
Turn B2B Buying Into a Social Experience
MAY 5, 2011
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.
Don’t Just Sell: How To Make Customers Buy
B2B Marketing Insider
MARCH 17, 2016
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.
4 Ways The B2B Buying Process Has Changed in 2015
MAY 1, 2015
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.
It’s All About the (Challenger) Customer
SEPTEMBER 3, 2015
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.
Pursuit Of Goals Drive Buyer’s Journey
SEPTEMBER 28, 2016
Customer Journey by Rafael Garcia Motta. In business-to-business and consumer industries, the influence of goal-directed behaviors can be significant determinants of how choices and buying decisions are made. One of my favorite apps is the Starbuck’s app.
The case for customer reactivation
APRIL 27, 2017
As marketing advances, most professionals are well aware by now of the importance of retention and reactivation in optimizing the value of the customer base. Retaining an additional 2% of customers has the same effect as cutting costs 10% ( Davidow and Malone , The Virtual Corporation ).
Rethinking Market Strategy In A Digital Economy
OCTOBER 23, 2016
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. Missing out on important correlations that can illuminate both important customer and market dynamics.
Is Your Organization Ready For Market Strategy In A Digital Economy?
NOVEMBER 2, 2016
Causing shifts in organizational, consumer, and customer behaviors. Facing new threats from competitors, dynamically shifting market behaviors, and behaviors of customers being reshaped by digitization. Reaching 1 million plus customers in this time period.
5 Ways B2B CMOs Can improve Audience Development With Buyer Persona Research
JUNE 26, 2016
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.
3 Ways CMOs Can Achieve Deeper Insights Into The Customer Journey
SEPTEMBER 27, 2015
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.
New Buyer Insights Needed To Unlock Growth In An Era Of B2B Digital Transformation
MARCH 6, 2017
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.
Marketers Are Struggling to Keep Up Customer Expectations: Here's Proof
Customer Experience Matrix
OCTOBER 6, 2015
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.
Oracle Buys BlueKai and Puts Marketing Databases In the Spotlight
Customer Experience Matrix
FEBRUARY 24, 2014
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.
Buyer Decisions Are Not What You Think
DECEMBER 13, 2015
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. And, guard against applying such a perspective generally across all customers.
Why (and How) Your Team Should Personalize the Customer Experience
OCTOBER 17, 2016
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.
The One Thing That’s Better Than Knowing Your Customers
grow - Practical Marketing Solutions
SEPTEMBER 27, 2016
Knowing your customers is a never-ending quest for most marketers. Understanding the customer helps marketers position the product, and sales teams persuade consumers to buy. However, there’s one thing that is even better than knowing your customers.
Experiential Buying Behavior Takes B2B Center Stage
SEPTEMBER 12, 2011
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.
Winning Executive Buy-In for Martech Investments
APRIL 13, 2016
Marketers occupy more and more real estate in the customer lifecycle every year. They’re responsible for prospecting, nurturing leads, supporting sales development, winning loyalty after the sale, and turning loyal customers into advocates.
What You Get When You Buy Technology
OCTOBER 3, 2016
“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.
3 Steps for Gaining Executive Buy-In for Marketing Automation
DECEMBER 1, 2015
Gaining executive buy-in for any new technology is not unlike pitching an idea in the shark tank. For example, is growing your customer base or increasing revenue on the agenda for your business? How many of you watch Shark Tank?