Enhancing Your B2B Buyers’ Journey 


While online B2B buying habits have changed dramatically in the past decade, today's B2B buyer journey looks a lot different than it did just a couple of years ago. Understanding the Different Types of B2B Buyers . B2B Buyers’ Frustrations with the Customer Journey .

Applying B2B Buyer Journey Insights to Drive Higher Marketing ROI?

Walker Sands

Understanding Your B2B Buyers. It means knowing their buyer journey — what makes them start to search for a new solution, how long they search, the red flags they’re looking for, their preferred research channels and more. Gathering B2B Buyer Journey Insights.


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14 Visualizations Mapping The B2B Buyer Journey

KoMarketing Associates

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.

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. So understanding what customers are thinking and feeling at each stage of the journey is critical. While there is no single way to create a buyer’s journey map, below are a few that struck our fancy.

How to Use Video Throughout the Buyer's Journey

Speaker: Zach Basner, Director of Video Training and Strategy, IMPACT

Forrester Research Group reports that on average 70% of a buyer’s purchasing decision is made before engaging with a sales team. That’s staggering; and it means that we must educate and provide the best answers for our prospects at every stage of their journey. So the question is: will you choose to be an educator in your industry?

Why Enabling Buyers To Buy Is The Future Of B2B

Tony Zambito

We are in that moment of hesitation when it comes to the future of how B2B buyers will engage in buying. The coronavirus pandemic has become the fuel of the forthcoming future of the B2B buyer-seller dynamic. Today, a third to 40% of buyers want a seller-free buying experience.

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Reboot Buyer Insights To Drive B2B Growth

Tony Zambito

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. The realization is setting in for senior executives that the time to develop their buyer insights assets and competencies is becoming mission-critical. What are signs B2B senior executives will know they are in need of a reboot of their buyer insights?

Farewell Forrester Research; Hello B2B Content Intelligence


After 7+ years as a SiriusDecisions then Forrester analyst leading B2B content research, I joined PathFactory as SVP of Product Marketing and Research. As buyers interact with our content, they generate all kinds of buying signals. Content fuels a significant part of the buyer journey.

Seismic named a Leader in The Forrester Wave™: Sales Content Solutions, Q4 2022


This week Forrester released The Forrester Wave TM : Sales Content Solutions, Q4 2022 report in which Seismic was named a leader. Forrester looks at three major categories – market presence, strategy, and current offering. The Forrester Wave : Sales Content Solutions, Q4 2022.

7 Elements Of Customer Understanding The C-Suite Must Master

Tony Zambito

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. 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. by Yarden Gilboa.

Overcoming The Content Personalization Challenge With Buyer Persona Research

Tony Zambito

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. Recent surveys of marketing professionals by Rapt Media , Forrester , Seismic, SAP , IBM , and others all indicate that content personalization remains the biggest challenge for marketers this year and for the foreseeable future. The majority of content today is not hitting the mark with buyers and customers. by icon 54.

Leader of the Pack! Forrester Wave Results Revealed for Predictive Marketing


Forrester has just released The Forrester Wave TM : Predictive Marketing Analytics for B2B Marketers, Q2 2017. In the first report of its kind for the predictive marketing analytics space, Forrester named 6sense a leader among predictive analytics providers. In Forrester’s new report designed to help B2B marketers make the right decisions when choosing a partner to help them identify and reach ready-to-buy prospects, 6sense emerged as a leader of the pack.

PathFactory Hires Forrester Analyst Christine Polewarczyk as SVP Product Marketing and Research to Expand Market Strength in Content Intelligence


Toronto, ON – June 6, 2022 – With more than 20 years of experience in B2B marketing , content strategy, and operations, Christine Polewarczyk joins PathFactory from Forrester where she was an evangelist for content strategy, content marketing , and content operations. .

Why Your B2B Buyer Customer Experience is Bad


For the most part, the customer experience B2B sellers deliver to B2B buyers is horrible. In B2B, too many professional revenue team members deploy tactics that just don’t work for today’s newly empowered buyers. . Customers Want a Better Buying Journey.

Intent Data Basics: Make The Content + Data Connection


Marketers are quickly discovering the value of intent data to identify and engage the buyers actively researching their solutions. According to Gartner , more than 70% of B2B marketers are expected to be targeting buyers with third-party intent data by 2022.

Forrester: The Accelerating Death of the B2B Sales Rep

The ROI Guy

I n this session, Forrester boldly predicted that 1 million B2B salespeople would be displaced by 2020, as B2B buyers by-pass reps who just take orders or pitch products, instead favoring digital self-service and more value-added interactions with a select group of more capable, consultative sales reps. Now, two years on, the forecast from Forrester is even gloomier, with faster than anticipated disintermediation.

Interactive Content & The Buyer's Journey [INFOGRAPHIC]


According to Forrester Research, buyers are 90% of the way through their buying journey before they ever talk to sales. As part of helping buyers navigate that 90%, marketers are also moving further down the funnel, taking on more of a sales function. To answer these questions and more, we partnered up with Oracle Marketing Cloud to create the 'Interactive Content & The Buyer's Journey' infographic below.

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. Recent research by SiriusDecisions found that for 80% of B2B buyers surveyed, customer experience counted as the top significant reason why they chose to work with a specific provider over another. Applying models, diagrams, processes, mapping, journeys, and the like to, as one Vice President of Marketing put it to me, “make customer experience happen” in their organization.

The Telltale 8% Drop In Content Marketing Effectiveness

Tony Zambito

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 the Forrester report, specific to Sales Enablement surveying over 300 business and IT decision-makers, it ironically proves to be a telltale state of the union about content marketing. In one such buyer interview, an executive handed me a folder, rubberbanded. by Aha-Soft.

B2B Sales Cycles are Getting Longer, Study Says

Sword and the Script

According to the findings: “47% of buyers indicated they had been forced to put off purchases due to budget freezes, but more than half said the current COVID-19 crisis had not disrupted purchase plans.”

Put The Phone Down – I’m Not Ready


Aren’t they using the technology they have to learn about the buyer before they call? According to a 2015 blog post by Forrester analyst, Lori Wizdo , B2B Buyer Journey Mapping Basics , 74% of buyers report conducting half of their research online before buying offline. Only if the buyer does these: Indicates they want a call via self-selection (filled out contact me form or sent an email to please call me).

B2B Marketing & Sales Insights from Lori Wizdo of Forrester Research


I had the great the opportunity to interview Lori Wizdo , B2B marketing analyst at Forrester Research. In our discussion, Lori shared key insights into the B2B buyer's journey as well as marketing and sales alignment. In that article and elsewhere, you've suggested that many buyers get as far as 70 percent through the sales cycle before they find it useful to engage the sales teams. It’s now the job of marketing to guide the buyer through the buying process.

A Double Take on the Forrester New Wave: ABM Platforms


The Forrester New Wave report lists 14 ABM platforms that matter the most and how they stack up. Forrester says: “6sense announced its acquisition of ZenIQ on April 11, 2018. 6sense was recognized as a leader in the predictive space in the Forrester Wave: Predictive Analytics Platforms for B2B marketers, as seen below. But the more accurate number is… lucky number 13! This graphic does not reflect the positioning of the combined entity.”

How to Get the Most Value out of Your Programmatic Ads

Aberdeen HCM Essentials

Programmatic advertising can be adapted throughout the buyer journey. In fact, according to Forrester , programmatic advertising will account for the majority of all advertising spend over the next few years. Programmatic ads help you achieve better response rates because they target accounts only when they’re at the buying stage of their journey and on a device where buying is possible. Deliver Ads Based on the Account’s Buyer Journey.

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10 Tips for Sales and Marketing Content Alignment

Seismic - Sales Effectiveness

Because buyers are savvier and more educated, they expect salespeople to present them with content that is relevant to them in their buying journey. A recent study of B2B buyers found that 95% of buyers chose a solution provider that “provided them with ample content to help navigate through each stage of the buying process.”. Co-develop buyer personas. The most important factor in content selling is to understand what content your buyer values most.

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Most Popular Articles (so far in 2015)

The ROI Guy

Forrester says Yes (at least 1 in 5 at risk)! The Buyer’s Journey or Hide and Seek? Alinean Buyers Journey content marketing Dan Sixsmith Forrester Frugalnomics Frugalnomics Survival Guide Pisello popular SiriusDecisions Value Marketing Value Selling Here’s a round up of the most popular articles so far this year on from our Frugalnomics Survival Guide Blog: Death of a Salesman? Can Your Sales Reps Handle these Four Key Buying Objections?

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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. Not too long ago, reaching and connecting with B2B buyers was a straight forward proposition. The idea of connecting to B2B buyers has gone from straight forward to major league complex.

Jewel, a CFO and 2,500 B2B Marketers Walk Into a Room…


It helps you find where a customer or prospect is in the buyer’s journey and shows you what their needs are – so you can approach them with the confidence that you are offering the solutions they need. B2B buyers are making business-critical decisions for their organizations, so there’s a lot at stake for them: their reputation at work, their opportunity for advancement, perhaps even their job security. B2B buyers are people with families, goals and dreams.

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


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. As we’ve gained a better understanding of our buyers, their needs and timing, there are 3 key areas that we’ve witnessed the biggest impact: 1. Finding in-market buyers to pass to sales.

ABM Platform Trends Highlight the Need for Omnichannel Engagement


B2B buyers are now demanding B2C-like buying experiences. This isn’t surprising, given that these individuals are B2C buyers during their off-hours. . For example, B2B buyers are conducting extensive research (digitally) before engaging with a vendor.

My Journey from What If to What’s Next


My own journey from What If to What’s Next. In 2013, Forrester released a Forrester Wave report (aka Forrester’s evaluation of vendors in a software, hardware or services market) in the Identity and Access Management space for the cloud. Just last month, Forrester released The Forrester Wave TM : Predictive Marketing Analytics for B2B Marketers, Q2 2017. The whole world is going digital – and companies everywhere must adapt to compete.

Content Hit List


If You Think the Customer Journey Is Linear or a Funnel, New Research Suggests You Are Wrong. We rely on customer journey maps an awful lot these days, and for good reason. Tracking buyers’ progress through the purchasing process is instructive and gives us helpful insights on how to close deals and make our marketing messages resonate. Forrester B2B Marketing & Sales 2018: Meeting the Business Consumer on Their Terms Requires Dynamic, Customer-First Experiences.

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Three Big Myths Debunked at SiriusDecisions Sales and Marketing Summit

The ROI Guy

Popular metrics indicate that buyers are 57% percent of the way through their purchase process before they engage a sales rep (CEB). Forrester concurred , reporting that digital experiences are replacing sales reps at a rapid pace, foretelling a 22% decline in the number of B2B sales reps over the next 5 years = a total of 1 million sales reps expected to lose their jobs. According to the study, more than half the time, rep involvement starts at the beginning of the buyer’s journey.

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The Next-Generation SiriusDecisions Demand Waterfall: A Framework to Prioritize In-Market Buyers


Instead of waiting until a potential buyer “raises their hand” to opt into becoming a lead, marketing and sales must start working on a prospect long before that. The 90% Problem occurs when there is a greater percentage of buyers participating in a marketing campaign than those who ever actually raise their hand or make themselves known. Join our upcoming presentation at SiriusDecisions Summit to learn: How to gain full visibility of your buyers across channels.

Sales Content & The Future of Sales Enablement


The Forrester Wave : Sales Content Solutions, Q3 2020 report published this week. The day the Forrester Wave comes out is one I always look forward to. This year, Forrester redefined how it evaluates sales enablement.

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Plan Before You Execute


Having the right technology, and knowing how to use it, is the essential first step in getting the kind of results attributed to modern marketers in a Forrester survey of marketing decision makers which shows, among other things, that 94% of modern markers attain significant market share, with 49% holding the market-leading position. [1]. Build Buyer Personas and Map Buyer Journeys. An effective buyer journey map explains: ? 1] Forrester.

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Sales Pipeline Stages Aren’t Enough


Buyers journey. Pipeline v Funnel v Buyers Journey. These stages, from the naming of them to implementation usually don’t consider the buyer’s point of view. In a buyers journey this might be called the Awareness, Inspiration or Learning stage.

How to Use B2B Email Automation to Align Sales & Marketing


This is one of the most critical ways to address the needs of prospects during phases of your buyer’s journey. Based on the significant changes in the buyer’s journey over the past few years, email automation is a valuable, proven step in gaining sales. Consider these statistics: 74% of business buyers said they conduct more than half of their research online before making a purchase offline.— Forrester.

Sales Pipeline Stages Aren’t Enough


Buyers journey. Pipeline v Funnel v Buyers Journey. Sales pipelines—often explained as the buyer’s steps from lead to customer—are actually the labels your marketing and sales organizations use to categorize the sequence of activities and outcomes expected as they pursue a sale and interact with buyers. These stages, from the naming of them to implementation usually don’t consider the buyer’s point of view. Is a buyer’s journey enough?

Value Selling and the Buyer’s Journey: 3 Conversations to Get "Do Nothing" to "Yes"

The ROI Guy

With today’s new breed of buyer, it is vital to not just pitch products, but facilitate the buyer’s journey: sequentially delivering the provocative messaging, insights, financial justification and differentiation to advance from “Do Nothing” to “Yes”. During the Ideas phase, it is not about the benefits or superiority of your solution, after all, the buyer may not even be aware they have an issue worth addressing.

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