A Complete Guide To The Buyer Journey
FEBRUARY 21, 2017
The buyer journey is often described in terms of content needs or customer needs. While these are important, there lacks a clear description of the buyer journey in terms of the goals and role of the marketer. Buyer Journey Stage 1: Developing Problem Awareness.
14 Visualizations Mapping The B2B Buyer Journey
MARCH 2, 2017
Our understanding the B2B buyer’s journey, from market realization to vendor selection, becomes critical in developing a successful online marketing program. But how does the B2B online marketer go about uncovering their buyer’s journey? The place to start is in understanding the different phases of the B2B buyer journey itself. B2B Buyer Journey Basics. The Seven Phases of the Buyer Experience Journey.
How Marketers Are Managing The Buyer Journey [Infographic]
JANUARY 30, 2014
In 2012, Forrester indicated that buyers could be up to 90% through their buyer’s journey before even reaching out to a vendor. Given the wealth of information, research, and reviews out there with which buyers can educate themselves, this statistic isn’t too surprising.
How Organizations are Leveraging Content Across the Buyer Journey
FEBRUARY 22, 2016
However, content isn’t only effective in the strict “marketing” sense — content satisfies the entire buyer journey, from awareness, to engagement, to lead generation, to sales enablement, and even to customer success.
The B2B Demand Gen Marketing Playbook
To build integrated, data-driven programs, demand gen marketers need diverse, compelling content at every stage of the buyer's journey
How The Content Illusion Is Leading Marketing Astray In The Era Of Digital Transformation
FEBRUARY 5, 2017
In my previous article entitled Rethinking Buyer Personas In An Era Of Digital Transformation , I noted that digital interaction will matter more than content. 4 – The Customer Journey Is Not The Content Journey. The term customer journey has come into vogue.
Accelerating the Buyers Journey: Less Features and More Value
The ROI Guy
SEPTEMBER 21, 2016
You are putting together your content marketing roadmap, figuring out what content you need to best engage and motivate prospect’s through the buyer’s journey. The major buyer question: Why Change? Post sale, you can’t leave it up to the buyer to understand the delivered value.
Reboot Buyer Insights To Drive B2B Growth
MARCH 12, 2017
The scale of disruption will mean the B2B buyer and seller dynamic will continue to be rocked. It is safe to say that no industry or B2B markets will go without some form of disruption affecting buyers and buying behaviors. You Have An Internal View Of The Buyer’s Journey.
5 Roadblocks Your Content Strategy Needs to Avoid in the Buyer's Journey
NOVEMBER 4, 2016
The B2B buyer’s journey consists of the actions that a prospect takes from discovery of the product to purchase of the product, and your marketing content has a great influence on that journey. Consider these two points: 67% of the buyer’s journey is now digital.
Include video content in your buyers’ journey
AUGUST 10, 2015
In addition to your buyers’ love for video, it is easy to understand why business video content marketing has been gaining momentum – the impact that video gives to every day sales and marketing results. Landing page videos to convert browsers into buyers – good for PPC.
Aligning your Video Strategy to the Buyer Journey
DECEMBER 1, 2015
For B2B marketers, especially, we’re both on a long complex journey, but we are not afraid to take bold steps. We know that today’s buyer journey is long, complex and involves a lot of consumption of marketing-created content through digital channels. Which makes video the perfect medium for engaging buyers. Video allows us to connect with buyers on a rational and an emotional level. Marketers have become better at tuning it to every buyer stage.
Pursuit Of Goals Drive Buyer’s Journey
SEPTEMBER 28, 2016
Customer Journey by Rafael Garcia Motta. Buyer’s Journey Is A Pursuit. The idea of understanding the process by which buyers make choices and decisions has been around for quite some time. Goals Drive The Buyer’s Journey.
The Buyer's Journey or Hide and Seek?
The ROI Guy
JANUARY 21, 2015
The Buyer’s Journey back then was from 37th and 6th (or as many blocks as it took to make our pitch and gain a commitment). Technology has certainly made it easier to market and sell your products, but at the same time the process for gaining and maintaining buyer interest and commitment has become increasingly difficult. But today’s Buyer’s Journey is more of a game of hide-and-seek than a linear process.
How Understanding The Goals And Intent Of Buyers Can Transform Marketing
JULY 17, 2016
Understanding the difference between intent-driven and goal-driven behaviors allows for deeper levels of understanding buyers (customers). Primarily, it helps with making sense of the tasks and activities buyers perform. This issue is prevalent in misguided buyer personas also.
How to align sales and marketing around a seamless buyer journey
MARCH 19, 2015
The post How to align sales and marketing around a seamless buyer journey appeared first on Salesfusion. Marketing Automation B2B Marketing
How to Create Content for Every Stage of the Buyer's Journey
AUGUST 12, 2016
That's because at any given time, your prospective customers are all at different points in their journeys toward a purchase. The internet has made it easier for marketers (and salespeople) to engage customers at the various stages of their journey using content marketing.
8 Personalization Trends That Are Reinventing the Buyer's Journey
SEPTEMBER 24, 2015
If we think about offline buyer/brand relationships, customer loyalty results (in part) when a brand can form a relationship with the buyer through acts of thoughtful remembrance. One of the big challenges businesses face today is creating this same experience for buyers online.
7 Elements Of Customer Understanding The C-Suite Must Master
NOVEMBER 22, 2015
Organizations should strive to develop buyer personas , user personas, and customer personas. For example, in one buyer persona research study completed for an organization in the logistics industry, we found as manufacturers became more global, U.S. 4 – Customer Journey Mapping.
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. Redefining The Meaning Of Buyer Understanding. Resulting in a 3D view of buyers, which can help inform strategies related to each.
4 Myths Preventing True B2B Customer Understanding
MARCH 6, 2016
In my years since launching Buyer Persona Research , the most successful companies utilizing buyer personas have made it about the latter – not the former. That is, making their buyer personas about customer research and not confirming existing buyer profiling assumptions.
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. Including experience mapping, journey mapping, ethnographic research, design thinking, and customer co-design. Understanding Buyer Interactions Matter.
Are Your Buyer Personas Data Overkill?
AUGUST 14, 2016
As the concept of buyer personas has crept into the conscious of both B2C and B2B Marketing, so has misguided representations of buyer personas become prevalent. With many touted frameworks and processes being representative of buyer personas in name only.
New Buyer Insights Needed To Unlock Growth In An Era Of B2B Digital Transformation
MARCH 6, 2017
Such transformation will also redefine what it means to acquire buyer insights. The paradigm of buyer insights will shift and be reshaped by the forces impacting the global digital economy. However, it is intelligence that remains activity based regarding buyer activity on websites.
Rethinking Market Strategy In A Digital Economy
OCTOBER 23, 2016
Additionally, the concept of clearly separated groups of buyers and users is being replaced by a new concept of networked groups who are simultaneously buyers and users making goal-directed decisions. by Delwar Hossain.
How to Do Market Research: A Step-by-Step Guide to Understanding Your Buyer's Journey
APRIL 26, 2016
By now, you probably know that today's buyers hold all of the power when making a purchasing decision. Consider these recent statistics about B2B buyers from a 2015 study by Think With Google : 89% of buyers use the internet during the B2B research process.
Goal-Directed Marketing: How Marketers Can Help Buyers Achieve Their Goals
OCTOBER 4, 2015
Various studies have shown buyers continue to find as much as 60-to-75% of content to be non-relevant. However, approaches to understanding buyers have only evolved marginally in the same time period. Goals Matter To Buyers. coaching by Gilbert Bages.
Is B2B Content Engagement Heading In The Wrong Direction?
FEBRUARY 28, 2016
My interaction with buyers, via hundreds of B2B buyer interviews in multiple industries, leads me to believe this outcome is a correlation as opposed to a paradox. The result, however, is an unfounded need to keep creating multiple content assets throughout a perceived journey.
Overcoming The Content Personalization Challenge With Buyer Persona Research
APRIL 17, 2016
It is clear that one of the top challenges facing marketing, especially B2B marketing, is the ability to connect with potential buyers on a personal level. The majority of content today is not hitting the mark with buyers and customers. Buyer Persona Research. by icon 54.
State Of Buyer Personas 2016: Strong Correlation Between Effectiveness And Goals
JANUARY 3, 2016
In 2016, we will mark the fifteenth year since buyer personas were first introduced. The journey, however, continues towards professionals and organizations gaining a true understanding of what buyer persona development entails. by Scott Lewis.
How to Use Video in Each Stage of the Buyer's Journey [Free Interactive Guide]
MAY 2, 2016
Start by focusing on the buyer's journey. The buyer's journey is the active research process a buyer goes through leading up to a purchase. You'll also learn: A breakdown of the buyer's journey and where your business can incorporate video.
The Telltale 8% Drop In Content Marketing Effectiveness
OCTOBER 9, 2015
Buyers Are Saying The Same. Recent surveys, from the likes of Forrester and SiriusDecisions , indicate the sentiment is nearly 70% or more of buyers outright reject content. In one such buyer interview, an executive handed me a folder, rubberbanded. by Aha-Soft.
B2B Buzzwords: Sales Funnel, Buyer's Journey, and Inbound Methodology
JULY 1, 2015
This blog is for those of us that can't tell the difference between "Sales Funnel" "Buyer's Journey" and "Inbound Methodology." If for no one else, it's for myself. For a while I had no idea what the difference was between these three words.
New Approaches To Understand Customers Needed In A Digital Transformation World
JANUARY 29, 2017
In my article Rethinking Buyer Personas In An Era Of Digital Transformation , I presented four trends impacting the state of buyer persona development. Whereby, rethinking buyer persona development and insight gathering in a digital-centric world becomes a necessity.
This is the week that was in B2B: from Jetson’s reboot to buyer journey revelations
Earnest about B2B
FEBRUARY 6, 2017
Buyer journey insights’ of the week. …go Following its new B2B buyer survey, our friends at Circle revealed that there are in fact lots of similarities between how people buy across many different B2B markets.
Confusing Customer Segmentation, Buyer Profiling, and Buyer Personas Harms Marketing
SEPTEMBER 6, 2016
In the 15 years since originating the concept of buyer personas in 2001, there has been one issue that continues to plague fully understanding exactly where, how, and why buyer personas can be beneficial. This is where buyer profiling can be helpful. Buyer Profiling.
Take to the Open Road: Reduce Rework and Automate the Buyer Journey Without Flowcharts
Modern B2B Marketing
FEBRUARY 3, 2016
Because of the number of channels being managed and rising expectations from buyers for immediate and personalized communication, automation is essential —but in order to keep up with the growing pace and volume of digital interactions, it must be simplified.
Buyerology Trend: Think Buyer Decision Model vs. Buyer Journey
NOVEMBER 28, 2011
This is the fifth in a series of articles looking at buyer trends that will influence marketing and sales in the near and foreseeable future. We explored so far experience creation , BIG insights , demand fulfillment , and buyer networks.
Is Your Organization Ready For Market Strategy In A Digital Economy?
NOVEMBER 2, 2016
Whereby the consumer and the business buyer makes little distinction between the two. Community Preparedness by Iconathon. The digitization of the global economy is resulting in a tidal wave of new business and operating models throughout the world.
Informed Customer Understanding Should Guide Marketing
JANUARY 24, 2016
Using user and buyer personas to help communicate a common view of customers to the organization. by Anton Scherbik. At the start of every year, CMOs and their teams can be besieged by proclamations of the three, four, five, or six things that they must do to succeed in marketing.