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.

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. The majority of content today is not hitting the mark with buyers and customers. Buyer Persona Research. by icon 54.

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. Of course, that’s still nowhere near what a sales person would consider a lead.

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.

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


The B2B marketing and sales world was abuzz a few weeks ago when SiriusDecisions reported that the decline in importance of the B2B sales person, which has been reported by many, has been greatly exaggerated. However, they are all about the buyer.

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


Enhanced lead nurturing: Personalized experiences are critical for B2B conversions. 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. Forrester. As such, content must be designed to answer important questions at different stages of the buyer journey.

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


The highlight for me came from the one person there *seemingly* more out of place than I was – acclaimed singer/songwriter Jewel. 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. Research has shown that B2B purchasing is a highly personal, emotional process. B2B buyers are people with families, goals and dreams.

Say Hello to Personalized Video!


Say hello to Personalized Video! Chances are, the person you were talking with knew your name, knew something about you that allowed them to connect with you on a personal level and made you feel valued as an individual. So we know that personalization gets people to click.

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.

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 took the research findings and created a compelling value storytelling and personalized quantification tool.

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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.

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


We’re looking forward to this ops-focused time with Pardot , learning how to automate and analyze lead data, and then use that data to tell a story about personalization, engagement, and lead quality. Our B2B customers expect personalization, and that means Account-Based Marketing (ABM).

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.

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.

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?

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


We’re looking forward to this ops-focused time with Pardot , learning how to automate and analyze lead data, and then use that data to tell a story about personalization, engagement, and lead quality. Our B2B customers expect personalization, and that means Account-Based Marketing (ABM).

How to Create the Best Content For Your Marketing Automation System

KoMarketing Associates

It’s specifically optimized for the types of phrases people use at the beginning, middle and the end of their buyer’s journeys. Your company gives people the right content – relevant content – for wherever they are in the buyer’s journey. Now, if you had instead taken those 20 hours of content creation and put them into creating a piece of content that filled a content gap in your buyersjourney… that content probably would get you results.

B2B Lead Generation: 2 Things You May Be Doing Wrong

The Forward Observer

While many of these companies may have a marketing department, or a marketing person, that person is not really involved in lead generation beyond soft goals of “creating awareness” or “getting our name out there.”. The way B2B buyers buy has changed.

12 Statistics to Guide Your B2B Marketing Investment in 2018

KoMarketing Associates

Content Personalization. 60% of Marketers Have a Documented Personalization Strategy. Personalization of content has become a priority for B2B marketing teams, but about half are struggling with data quality, one of the critical components to successful personalization efforts, according to a Monetate study. As customers increasingly look for a more tailored and personalized experience from vendors, investment in personalized content and strategies add value.

7 B2B Demand Generation Myths to Guide Your 2019 Strategy


You aren’t going to find a lot of CRM software buyers at a kids’ astronomy club. Remember, too, how much value B2B buyers put in personalized content these days. In fact, 72 percent of them say , “I expect vendors to personalize engagement to my needs.”.

The overlooked role of emotion in brand experience


We need the entire buyers journey or purchase funnel to achieve it. Content delivered through the entire buyer/ownership journey is as much about creating emotional experience and advocacy in the form of loyalty as it is about acquisition.

11 Tactics B2B Marketers Should Be Thankful for

KoMarketing Associates

Especially since the next few weeks are likely reserved for 2018 planning, setting up client programs, considering business goals, and even scoping out your personal goals for the new year. Focus on the Buyer’s Journey. Findings from Forrester survey data showed 74 percent of business buyers conduct more than half of their research online before making an offline purchase. More Personalization.

7 Challenges of Conducting a Content Audit

Atomic Reach

It will also analyze your content beyond pageviews and clicks to give you personalized insights into why your content is performing well or poorly. It’s all well and good ranking high in the SEPRs but customers don't convert after just visiting your site once, the average person consumes 11.4

How To Plan Your B2B Lead Generation Content Over Three Martinis

The Forward Observer

In the not-too-distant past when a buyer was researching a purchase they had to contact the seller early on in order to learn about their options. At that point, the salesperson could guide (or strong arm) the buyer along their sales process, using the information the buyer sought as leverage.

How to Treat Your Buyers Like Cat Videos

Modern B2B Marketing

We’ve made great improvements in search by being able to give you what you want so why haven’t we made those improvements when we deal with buyers? TOPO states it takes an average of 18 calls to connect with a buyer. Why don’t we route leads to the appropriate person for follow-up?

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Demand Generation: An A-Z Guide for B2B Marketers (with Strategies & Examples)


Demand generation strategies allow you to drive awareness and initiate customer relationships across all channels in the buyer journey. . But, while these roles are often overseen by the same person, and sometimes overlap, they are fundamentally different. . Empowered Buyers.

Why You Must Use Customer Reviews in Your B2B Marketing Strategy

BOP Design

This “recommendation and review” culture for B2C buyers is the same for B2B buyers. A Corporate Executive Board survey found that B2B buyers complete 60 percent of the purchasing process before they speak with a company representative.

A B2B Guide to Engagement Marketing (with Strategies, Tools and Examples)


While this approach worked for a long time, the buyer journey has become far more complex. . . marketing] is shifting from talking at people, and focusing on transactions, to engaging with people – building meaningful, life-long, and personalized relationships.”. . .

Business to Individual (B2i): The New Imperative for B2B E-commerce Marketing?

KoMarketing Associates

Mobile device adoption brings information to the B2B buyer anytime and in almost any location. In fact, the whole buyer consideration process is changing – especially as you look at it from the customer buyer journey.

The 6-Step ABM Blueprint: How to Execute an Account-Based Marketing Program

Bulldog Solutions

According to a recent Forrester survey , only 30% of marketers say they have established, successful ABM practices in place. . This is due, in part, to the fact that ABM campaigns are more targeted and personalized than traditional demand-generation marketing. Buyer Stage .

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.

8 Best Practices for Successful B2B Marketing Automation


To top it off, your efforts must be highly personalized for hyper-segmented audiences. Forrester has predicted that spending on marketing automation will hit $25 billion by 2023 , signaling a 14% annual growth rate since 2017. Increasing micro-conversions in the customer journey.

87 New (Really) Marketing Automation Stats

Marketing Action

You can find it in the Q2 2011 Forrester Wave™ report.). Segmentation, Targeting & Personalization. Forrester Research, The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014 , Jan 2014 ). In-person events (67%).

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7 Ways to Implement an Effective Omni-Channel Strategy


By positioning the customer at the center of the marketing hub, omni-channel marketing strategies deliver personalized conversations via any of the interconnected channels along the wheelbase. 1) Create Buyer Personas. 3) Align Content With Specific Buyer Journeys.

6 Popular Content Re-Purposing Quick-Wins You Can Use Today

Inbox Insight

This means it’s essential to not only understand what information your buyers are hungry for but also which formats are best to serve it up on. Different formats hold different value to each reader depending on where they sit in the buyer’s cycle.

B2BMX 2018 – THE B2B Marketing event that helps you define your voice.


The DemandGen Report team focused on expanding the idea of allowing empathy to influence marketing tactics, enforcing that we each have a voice in the journey to discovery. He showed us insights that demonstrate that market disruptions, or triggers, play a part in the buying journey.


70 New (Really) Marketing Automation Stats

Marketing Action

You can find it in the Q2 2011 Forrester Wave™ report.). Segmentation, Targeting & Personalization. Forrester Research, The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014 , Jan 2014 ). In-person events (67%). They’re getting old.

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