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.

How Marketers Are Managing The Buyer Journey [Infographic]

Modern Marketing

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.

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.

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. You Have An Internal View Of The Buyer’s Journey.

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.

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. by Yarden Gilboa.

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.

Forrester: The Accelerating Death of the B2B Sales Rep

The ROI Guy

Now, two years on, the forecast from Forrester is even gloomier, with faster than anticipated disintermediation. So how can you best address these changing buyer trends and add more value to each and every prospect engagement?

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.

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. The rise of the digital economy has amplified the need for businesses to address the way in which their potential buyers and customers view both their actual and perceived experiences.

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 one such buyer interview, an executive handed me a folder, rubberbanded. by Aha-Soft.

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.

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. But the more accurate number is… lucky number 13!

Right vs. Wrong – B2B Sales People and Additional Thoughts About the SiriusDecisions B2B Buyer Research


After having some time to weigh this new research, look back at the Forrester and CEB research that was shown by Sirius as well as look at research from ITSMA , a few questions come to mind. If we do not, what if the newest Sirius research and that of CEB, Forrester and ITSMA are all correct?

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. Blog b2b sales & marketing buyer-focused content strategy buyer's journey long-form content

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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

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). According to the research results, Marisa reported that B2B buyers interact with sales reps at every stage of the buyer's journey.

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.

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.

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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.

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.

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.

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Plan Before You Execute


Because such an engagement strategy should serve as the foundation for all your marketing and sales activities, both parts of the business must share a common language and agree on goals around lead qualification, buyer personas, and more. Build Buyer Personas and Map Buyer Journeys.

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Plan Before You Execute


Because such an engagement strategy should serve as the foundation for all your marketing and sales activities, both parts of the business must share a common language and agree on goals around lead qualification, buyer personas, and more. Build Buyer Personas and Map Buyer Journeys.

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What do Myth Busters, B2B Sales Reps and Real Estate Agents Have in Common?

The ROI Guy

Analysts Marisa Kopek and Jennifer Ross retold the “tall tales” of Gartner, Forrester and CEB, about the Death of a Salesman. That B2B buyers were thought to be anywhere from 57% to 85% complete in their decision making process before contacting sales.

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.

Convert Your Business Value White Papers into Interactive Tools

The ROI Guy

Your customers rely on research white papers to inspire the buyer's journey, and make good purchase decisions. Today, buyers expect more. Alinean Forrester IDC interactive white paper Pisello research metrics ROI Calculator TCO Calculator Value Marketing Value Selling

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From High Touch to Low Cost – A Disturbing Trend in B2B Selling?

The ROI Guy

Last year, new research from Forrester boldly predicted the Death of the B2B Sales Rep, making some stark forecasts: Much of B2B buying will not need sales reps anymore, and will move to lower cost self-service or inside sales reps.

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How to win at B2B sales in 2018

G2M Solutions

Death of the B2B salesperson: 93% of buyers say they prefer buying online rather than from a salesperson" - Forrester. "57% 57% of the buyer's journey is complete before a customer's first contact with supplier" - Corporate Executive Board. "67% 67% of the buyer's journey is now done digitally" - Sirius Decisions. If you are a B2B salesperson you might be rather worried about some of the research data that's being widely quoted by "the experts."

Death of the B2B Sales Rep? An Interview with the Sales Enablement Lab

The ROI Guy

Their research indicates that when B2B buyers are making a purchase decision, they go 57% of the way through the buyer’s journey BEFORE engaging with a sales rep. The study highlights that today’s more empowered buyer is engaging digitally versus personally through most of the cycle. Forrester reports that this shift to digital buying is real, and as a result, there will be a 22% decline in the number of B2B sales reps over the next 5 years.

Driving Value Through Video Content Marketing


How can you drive value at every stage of the buyer's journey, with video content? Driving Value With Video Across the Buyer's Journey. That's a staggering insight from Forrester research a while ago.

Swag for Days: 13 Don’t-Miss Dreamforce Events 2018


“How BT Global Services Achieved Sales Excellence around the Buyer Journey” Thursday, 9/27, 9:00 AM ( Metreon AMC Theatres , Level 3, Theater 14). A stylin’ soiree with networking, demos galore, and heavy-weight speakers from SiriusDecisions, Forrester, Salesforce?

Stop Focusing On The Sales Process, Silly!

Marketing Insider Group

The buyer’s journey and the selling process terms are often confused. While the buyer’s journey presents the client’s questions and needs that need to be answered and met.They need content and contacts to help them through their journey – at their own pace.

You May Be Surprised At The Biggest B2B Marketing Responsibility Of 2016

Marketing Insider Group

In a recent survey conducted by ITSMA , business-to-business (B2B) marketers worldwide expect that understanding buyers will be their # 1 responsibility in two years (85%). So where does this prediction (or perhaps dread) related to the need for buyer understanding come from?

Better measurement for B2B advertisers starts with an account-based approach


But B2B advertisers continue to drift away from cost-per-lead (CPL) as a core metric, and for good reasons: advertising is not particularly efficient for driving leads, and only 1% of leads ever turn into revenue (Forrester). For many marketers, measuring the impact of media spend can be the most challenging part of advertising. Ad measurement is a key area where B2B advertisers have been under-served as a result of the ad-tech industry’s heavy lean toward consumer budgets.

Digital Marketing – What Are The Top Goals And Challenges?

Marketing Insider Group

Just ahead of the conference, MarketingCharts.com previewed this research from ExactTarget , conducted by Forrester and uncovered that “meeting the expectations of the always-connected customer” was the biggest challenge.

What is Intent Data? The Predictive Sales Trifecta


The average B2B buyer is 67% of the way through the buyer journey before they ever engage with a salesperson ( SiriusDecisions ). So, how do you intercept buyers in the early part of their journey? B2B buyers – they’re just like the rest of us!).

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The Buyer’s Journey: How Can Marketers Deliver a First Class Trip?

Modern Marketing

According to Forrester Research , on average, buyers are 90% of the way through their buying journey before they ever talk to sales.

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