Get Ahead of the Buying Cycle


With over 70% of B2B buyers starting their research with generic search and regulations in Europe of the GDPR, understanding your buyer is critical. As a B2B Marketer based in the UK and operating in the EMEA region, the changes in regulation and how I was going to reach my buyers was a pretty daunting prospect and something that required a shift in focus. Let’s serve them content that is relevant to their business and where they are in the buying cycle.

Why B2B Buying Cycles Are So Long

B2B Marketing Directions

Since then, the number of people in the average B2B buying group has increased, and buying cycles are getting longer. New research by the Aberdeen Group explains why long buying cycles are still a fact of life for B2B marketing and sales professionals.)

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Matching Webinar Content to the Buying Cycle: Evaluation and Purchase Stages

Modern Marketing

According to Demand Gen Report’s 2014 B2B Buyer Behavior Survey , an effective content strategy can certainly influence the buyer journey. An overwhelming majority (82%) of senior executives said that content was a significant driver of their buying decisions.

Include video content in your buyers’ journey


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.

Buyerology Trend: Think Buyer Decision Model vs. Buyer Journey

Tony Zambito

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. 

6 Different Types of Buyer Journey Maps


Organizations that use a mapping program to manage buyer and customer journeys average a 79% increase in cross-sell and upsell revenue, marketing research from the Aberdeen Group reveals. In the new B2B marketing landscape, buyers are in control of their journeys.

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. by Yarden Gilboa.

Why B2B Buying Cycles are Getting Longer

B2B Marketing Directions

New research reveals what influences B2B buying decisions and explains why the B2B buying process is getting longer. Earlier this month, Demand Gen Report published the findings of the 2017 B2B Buyer's Survey. Other findings explain why the buying cycle has gotten longer.

3 reasons to avoid Accelerated Mobile Pages (AMPs)


They are built on intelligence of users and their journeys. In the simplest possible terms, tracking users through their information journeys is about matching their cookies to your pixels. Most user interaction with our site is earlier in their buyer journeys. We need to measure this behavior so that we can do a better job of helping users through their journeys. This might be okay for some B2C contexts, where people make impulse buys all the time.

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How B2B CMOs Can Achieve Customer-Centric Marketing With Buyer Personas

Tony Zambito

In this same survey mentioned above, it was found 50% or more of marketers surveyed have not engaged in researching and creating buyer personas for their marketing efforts. 10 Essentials Of Becoming Customer-Centric With Buyer Personas. The same goes for buyer personas.

5 Content Marketing Strategies for Choosing Topics and Setting Goals


Content strategy should support specific business goals. The content you produce should support your strategy. Alignment of all this is easier said than done, though. Let’s dive into five content marketing strategies for choosing topics and setting goals.

Plan Before You Execute


With technology in place, the next step toward modern marketing success is to build an engagement strategy that stretches across the buying cycle, from inquiry to close. Here’s how: Define the Prospect Buying Cycle and, Within it, What Constitutes a Sales Accepted Lead.

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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. 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 idea of understanding the customer journey or buyer’s journey has come into vogue during the past couple of years. 3 New Perspectives: Goal-Directed Journey.

Do Your Personas Need a Makeover?


Even if you, personally, know your buyers, can you say the same of every team member who could benefit from that knowledge? If you’ve built solid personas, reviewing their goals and motivations when there is dissension can help to move in the right direction for your buyers.

Expert Q&A: Transform Marketing With A Revenue-Relevant Customer Experience Strategy

Modern Marketing

by Amanda Batista | Tweet this The advent of social media, empowered buyers, and users bringing their own technology to work has now morphed B2B business models from product to services provision. This expands the sales cycle to a much longer and precarious customer lifecycle: the prospect becomes a buyer; who becomes a customer; and then becomes a potential prospect again for renewal or at least advocacy.

Why Understanding Pain Is the Key to Customer-Centric Marketing


Maybe you reviewed existing buyer personas and journey maps, or created your own from scratch. to record an interview and ask below-the-surface questions about their buying process. This exercise forced us to view the buyer’s experience through a lens of empathy.

How Ready is Your Organization for the New Social Buyer Persona?

Tony Zambito

  The new social buyer is an outcome of this evolution and it has forever changed the dynamics of the seller and buyer relationship.   Have organizations today kept pace with the changes in buying behaviors and patterns?  Image by daniel_iversen via Flickr.

Messaging Maps: Lighting the Way to Buyer-Focused Content


You have personas for your target buyers. You’ve laid out the assets you want for each stage of the buyer’s journey. Rather, they seek to capture the thoughts, questions and concerns of your buyers as they look for solutions to a problem. Okay, content marketers.

Importance of Context to Understanding the New Social Buyer Persona

Tony Zambito

These strategy areas include content strategy, social marketing, marketing automation, social selling, demand generation, and buyer experience marketing.  The first definition points to reaching an understanding of the behavioral framework that surrounds the new social buyer persona. 

The 4 B’s of Buyer Experience Innovation (2nd Rendition)

Tony Zambito

   Perplexing executives as well is the rapid infusion of digital and social media that buyers are engaging with at an increasing rate yet with no clear discerning picture of what the future holds.  Buyer Insight. Buyer Personas.   Buyer Experience Design.

Four Steps to Reinventing the B2B Buyer Experience

Tony Zambito

One of the clearest mandates being heard from B2B buyers today is the desire for buying experiences that offer more than just a product or service sale.    No easy task today in the digital age with buyer loyalty as fickle as ever. 

Buyer Experience Innovation: Why B2B CEO’s Must Make It Their Top Priority

Tony Zambito

  Compounding these challenges is the rapid transformation underway in the buyer-seller relationship brought on by the advent of digital marketing and social media technology.  Why must B2B CEO’s make Buyer Experience Innovation a top priority?  Image via Wikipedia.

7 Nurture Programs You Need To Have

Digital B2B Marketing

Long-term nurture programs allow you to establish awareness and educate tomorrow’s buyers (who may even be with another employer at that time!) Until now, nurture content hasn’t actually been mapped to the buyersjourney.

The Importance of Buyer Personas to Lead-to-Revenue Management

Tony Zambito

A tough assignment for B2B marketers today is getting a handle on how buyers progress through the buying and selling cycles.    Understanding what buyers are doing in the lead generation to sales cycle gap is proving to be a competitive difference maker.

A Conversation on 7 Buyer and Sales Trends to Watch in 2011

Tony Zambito

  My recent post entitled Seven Buyer and Sales Trends to Watch in 2011 is one of those instances for me personally.    They come from two plus years of doing qualitative interviews with buyers on behalf of three Fortune 50 organizations. 

The 4 B’s of Buyer Experience Innovation

Tony Zambito

   Perplexing executives as well is the rapid infusion of digital and social media that buyers are engaging with at an increasing rate yet with no clear discerning picture of what the future holds.  Buyer Insight. Buyer Personas. Buyer Journey Mapping.

How to Lose a Lead in 10 Ways


Start with the basics: address inefficiencies in your sales funnel that might be causing prospects to duck out of the buying cycle. Blog Buyer's Journey Lead Management Marketing Mistakes Sales Sales Funnel

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Is it Time to Reframe the Sales and Marketing Alignment Debate?

Tony Zambito

In the article, The Design of Buyer Experience , I noted the monumental shift that is occurring in our percepts of buyer behavior and buyer strategy.    Calling into question how we have conventionally thought about buyer retention and buyer loyalty. 

3 Ways To Connect With Today’s B2B Buyers

Tony Zambito

This is part 4 of a limited series on why buyer choice modeling is the new view B2B Business must adopt to improve revenue performance and develop long lasting relationships with buyers. Connecting with today’s B2B buyers is on the minds of most CEO’s and their teams today.

Learn How Leading Marketers are Shifting B2B Strategies


B2B buying cycles are more complex than they used to be. Buyers in a collaborative purchase decision, it's no surprise that Demand Gen Report's 2016 Buyer's Survey revealed that over half of those surveyed said purchasing cycles are even longer than last year.

Marketing Automation Like my Pool Guy

Lead Liaison

As a buyer, I tended to gravitate towards the companies that didn’t give me a hard sales pitch or bash other pool companies. Since I’m a first time pool buyer, I thought from the very beginning that I would be comfortable putting my trust with this provider. How long is their journey?

Macro Trends Transforming the Buyer Experience

Tony Zambito

  Lauren notes that the B2B environment is faced with increasing challenges in marketing to as well as selling to the buyer.    Lauren further adds that a confluence of trends is changing the way buyers experience buying decisions and purchases. 

The Four Elements of Buyer Experience Ecosystem Thinking

Tony Zambito

  Embracing buyer experience strategies and experience design in the B2B world is like discovering a new frontier.    A focus that can provide the rudimentary map that can guide leaders through the frontier of buyer experience strategies and design.

Evolving Sellers From Pitch to Purpose

The ROI Guy

The bad news for B2B sales cycles everywhere is that 84% of B2B buyers report that purchase decisions take longer than expected – twice as long for most. One reason for the delay is that modern B2B buyers want help accelerating the decision process and assuring decision success.

How PGi Achieves Marketing-Sales Alignment, Consistently Grows Pipeline and Takes the Guesswork out of ABM with 6sense


Having data that clearly spells out which accounts have the greatest potential to buy makes everyone feel good about the energy and resources invested to engage those accounts. Our team employed a full funnel activation strategy and we now have the ability to identify active in-market buyers, reach them at the right time and ultimately measure our success and impact to the entire organization. Finding in-market buyers to pass to sales.

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6 Keys to Unlocking Demand Throughout the Waterfall feat. SiriusDecisions


Identifying the Buyer’s Journey with Intent. At first glance, getting the whole organization on the same page about who their buyers are seems like a simple enough initial step. SiriusDecisions urges teams to become focused on defining their targets as “buying centers with a need and the people assigned to address that need.” What causes buying cycles to start and what influences their prioritization? B2B Marketing Buyer's Journey Latest

Is There Room for Emotional Marketing in B2B Circles?

Navigate the Channel

At the beginning of the B2B customer journey, a business cannot truly quantify the quality of a potential partner. The B2B buying cycle is much longer than the consumer buying cycle. Learning the difference between the two journeys is essential to B2B companies that want to keep potential customers engaged. The world of B2B is stereotypically based on an overload of reason and logic, almost to a fault.