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.

Buy 130

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.

4 Myths Preventing True B2B Customer Understanding

Tony Zambito

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.

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.

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.

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.

Buy 76

The Business Case for Buying Facebook Likes

grow - Practical Marketing Solutions

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.

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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 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.

Buy 57

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.

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.

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.

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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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.

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.

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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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.

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.

Don’t Just Sell: How To Make Customers Buy

B2B Marketing Insider

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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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.

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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3 Forces Shaping The Future Of B2B Marketing

Tony Zambito

For example, many companies tend to adopt different labeled marketing approaches each year, whether it be content marketing, customer experience, account-based marketing, or the many others that have cropped up. Illustration by Gregor Cresnar.

Amazon Buys Whole Foods: It's Not About Groceries

Customer Experience Matrix

Those are all true, I suppose, but I felt they missed the real story: this is another step in Amazon building a self-contained universe that its customers never have to leave. 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. And, hedging its bets a bit, Amazon also wants to control the physical environment if customers do make a visit.

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.

How customer-hero stories help you connect better

B2B Lead Generation Blog

Do you focus on capturing product stories or customer-hero stories? In this interview, we talk about the power of customer-hero stories to connect emotionally with buyers to facilitate their buying journey. Who do we envision our best customers to be?

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.

The case for customer reactivation

Biznology

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 ).

Case 58

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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Pursuit Of Goals Drive Buyer’s Journey

Tony Zambito

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.

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.

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.

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. Missing out on important correlations that can illuminate both important customer and market dynamics.

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.

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. And, guard against applying such a perspective generally across all customers.