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

Tony Zambito

  Here is a key issue facing organizations today: each time a new social technology is introduced, it ultimately alters the buying behaviors of the new social buyer persona.  This issue and the surrounding complexities call into question, for organizations today, their readiness for adapting to the new social buyer persona.    Have organizations today kept pace with the changes in buying behaviors and patterns? 

Buyerology Trend: Think Buyer Decision Model vs. Buyer Journey

Tony Zambito

  We explored so far experience creation , BIG insights , demand fulfillment , and buyer networks.    This article looks at how buyer decision models are changing and how marketing and sales can think beyond the buyer’s journey or buying process to adapt.    This is enabling more participants and more involvement in decisions that affect organizations.    Buying decisions are not excluded from this profound movement. 


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The Top B2B CMO Challenges


As I’ve always said, especially in B2B marketing and lead generation, you have to prepare for a marathon with a strong determination to reach the big win despite small failures along the way. In one particular instance, I knew that the lead generation program we were running for one of our clients was not working as it should. Remember this— 5 Ways to Recognize B2B Lead Generation Failure…and Move On. Ask whether your lead generation program allows a 360° view.

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ClickInsights: How can B2B marketers use content effectively for demand generation?

Ambal's Amusings

We have invited B2B Experts to shed light on the following question: How to use content effectively for demand generation? Brian Carroll's blog B2B Lead Generation Blog. B2B Lead Generation Benchmark Study 2009. Keeping a Closer Eye on Content ROI – CMO Council. The act of using content to generate demand for a complex sale is a long-term proposition. Keeping a Closer Eye on Content ROI – CMO Council.

Sorry, But “How Many Touches Does it Take to Make a Sale?” is No Longer a Valid Question

The Point

Here’s Kathleen Schaub, now Vice President of the CMO Advisory Practice at IDC, interviewed back in 2011 : “The Internet and social media have triggered a turbulent change – the rich dialog has shifted online and away from the sales person. They engage with sales people later in the buying process. According to Sirius Decisions, 67 percent of the buying cycle is now conducted online , regardless of sales involvement.

CMO Spotlight: Jonathan Becher, SAP—TEAMS Work for PEOPLE and deliver EXPERIENCES


As marketers, we are typically driven by our corporate goals and brand strategy and yet, many organizations still struggle to maximize team performance. In our continuing CMO Spotlight series, I am happy to feature SAP CMO, Jonathan Becher. See this Definitive B2B Lead Generation Checklist: Part 1 | Part 2. With all this in hand, many organizations still follow an inside-out approach to deliver what they think their customers want.

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Five New Year’s Resolutions for the CMO


He was telling me about his organization, the relationship between sales and marketing, and what he knew needed to change to make his company more effective. When he concluded his assessment, I asked, “What does your CMO (his boss) think of all of this?” Unfortunately, this sentiment isn’t limited to this isolated lunch conversation, but one that highlights the lack of effectiveness in many CMO offices today. CMOs must step up and begin to lead their organizations.

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Marketers May Just Be Their Own Roadblock to Reinvention


Compare these buyer responses from the B2B Buyers Survey by DemandGen Report to those above: - 40% of B2B Buyers said they waited longer to engage vendors. - 34% said the number of team members involved in the buying process has increased in the last year. - 68% of buyers have increased the number of sources they use in evaluating a purchase. As I have stated before, no buyer ever said “I am in the sales-accepted stage of my buying process.”

How to Get Sales and Marketing Operating as One Team


That’s why I interviewed Heidi Melin ( @heidimelin ), CMO at Workfront on how to get sales and marketing operating as one team. I’m a career CMO. So, I have recently in the last year joined Workfront and I am the CMO at Workfront. So being aligned on lead generation or demand goals with the sales teams are critical. We’re just trying to facilitate a buying process. You must go back to, “how does your customer buy your product?”

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Who is teaching the CMO how to sell?


Debbie Qaqish is Principal Partner and Chief Revenue Marketing Officer for demand generation agency, The Pedowitz Group. A nationally recognized thought leader and innovator in revenue generation, Qaqish has over 30 years of experience helping organizations connect marketing to revenue. Who is teaching the CMO how to sell? How the B2B organization “sells” is being re-written as we speak and the newest key player in this scenario is marketing.

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Marketing Automation Trends for 2010


4) Marketing is getting more of a science: creative marketers need to acquire new skills and more people with an analytical background need to enter the profession (5) Data quality is somewhat boring, but it is a prerequisite for effective marketing automation and (6) sales and marketing need act as one team to give buyers the best possible buying experience. Christoper Doran , CMO, Manticore Technology. Kevin Joyce , CMO, Market2Lead. Demand Generation?

50+ Statistics Designed to Influence B2B Marketing Budgets in the New Year

KoMarketing Associates

Hopefully, the performance metrics associated with your organization’s marketing programs have yielded success and validation for tactics proposed at the beginning of the year. Based what we’ve seen, experienced, and reported on, here are insights from over 50 surveys and benchmark reports, organized by overarching theme, we recommend for review, in preparation for developing B2B marketing budgets and program goals for the new year and beyond. Demand Generation.

6 Distinguishing Traits of the New Age B2B Buyer —And 6 B2B Lead Generation Tips to Engage


Then once you do, what changes must you make to your B2B lead generation strategy in order to attract, engage and convert this new, complex buyer? B2B Marketing Tip #1: Publish relevant content and make sure it is found by your prospective buyer in a variety of access and touch points throughout the buying cycle. . Analyzing buyer behaviour throughout the online flow of information in the buying cycle can be predictive of conversion as well as repeat purchase.

Key Takeaways from IDC’s 2012 CMO Advisory Service Best Practice Series: Realizing the Vision of the 21st Century Lead Management


by Dayna Rothman IDC recently released their 2012 CMO Advisory Service Best Practices Series: Realizing the Vision of the 21st Century Lead Management. Here are some questions that IDC sought to answer with their survey: How do leading companies staff and organize teams for effective lead management? Scoring is also critical at this stage to determine how ready a lead is to buy and when it should be sent to sales.

Marketing Automation Vendors Are Not Delivering On Marketers’ Needs For Reporting And Analytics. Here’s Why.


Marketers look to their marketing automation platforms (MAPs) not only to execute many of their demand generation activities, but also to understand the effectiveness of their marketing programs. Capabilities such as multi-touch attribution and metrics such as marketing-influenced revenue are what marketers are looking for to measure the effectiveness of their activities along the buying cycle.

5 Things You Need to Convert B2B Prospects NOW


He has often sent me a comment or a message via LinkedIn about his thoughts and experiences in the world of B2B lead generation. Not one to give up, Jamie sent me this Infographic from the CMO Council with his opinion that innovative content is the only kind that is marketable and that can influence buyer behaviour. This is clear indication that “freshness” is important; it is what generates “value” and it comes from a deep “understanding” of your customers and their issues.

8 Tips to Jump Start Your Account-based Marketing


Has your organization reached saturation with its horizontal strategy and needs to reallocate resources? Create a realistic plan by pinpointing the types of accounts your organization can successfully close. Look at the win rates and the length of sales cycles. Analyze your customer database to identify common traits, and think about accounts with a history of buying from companies like yours.

Lead Nurturing Isn’t a Stage in the Sales Funnel


First of all, we have to understand that the funnel isn’t a buying process. I never heard a Buyer say, ‘I’m in the sale acceptance stage of my buying process.’ ’ Buyers are not linear in their progression often times so we really believe that to focus on any one area upstream which is Engage, midstream which would be nurture or Conversion, if you just focus on any one of those areas, you’re missing a good part of the buying process.”.

5 Tips For Improving Your Social Media ROI


But as more and more of the buying cycle falls into the laps of marketers, we are increasingly being asked to prove the ROI of our efforts. Once you’ve decided which business metrics matter most to your organization, you then need to figure out which metrics are viable and reportable to your CMO. Align with your demand generation team to see what campaigns are coming down the pipeline.

Your Guide to Budgeting for B2B Digital Marketing in 2021

The ABM Agency

While a CFO can advise on the exact portion of the company’s funds that can be spent toward marketing, it’s the responsibility of the CMO to know where and how to spend it. Do you want to speed up your average buying cycle?

32 B2B Marketers to Add to Your Google Plus Circles

KoMarketing Associates

In one example , survey data shows that 77% of buyers indicate they are more likely to buy from a company whose CEO uses social media. Paul Dunay (Maxymiser) – Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations.

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5 Signs Your Marketing Database is Keeping You From Reaching Your Best Customers


That can make demand generation feel like an impossible challenge; how can you keep up with demand from Sales if you don’t even have control of your own database? Remember, the leads and accounts you’re working with aren’t abstract pieces of data — they represent real people and organizations that are evolving and changing all the time. Companies grow, flit in and out of buying cycles, get acquired, go through tough patches or even fail altogether.

32 Influential B2B Social Media Profiles (People) to Follow on Twitter

KoMarketing Associates

Twitter in particular proved to be the strongest performing platform for generating leads through social media. Optify’s data shows that Twitter contributed to 82% of social media generated leads, beating out Facebook and LinkedIn 9 to 1. How are you going to develop and augment your organization’s B2B social media strategy? that advance the buying cycle: Founding member @savvy_b2b blog.”

The Silo-Breaking Workshop [Worksheet Included]


Sales: “The leads that the Marketing team is generating are garbage!” There was no clear path for recycling leads, any “bad” lead was marked unqualified – whether it was a job seeker or a good lead that just wasn’t in a buying cycle, making it nearly impossible to effectively nurture leads.

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10 Most-Common Content Syndication Mistakes Made By B2B Marketing Teams


As B2B marketing and sales organizations prioritize account-based revenue strategies, traditional inbound tactics alone can’t provide the quantity or quality of decision-makers to convert target accounts. That’s where 3 rd -party demand generation and content syndication come in. Learn more about content syndication done right – grab a copy of Integrate's newest resource: "Getting Started with 3rd-Party Demand Gen: A Guide to Scaling Revenue.".

How Should I Structure My Marketing Automation Team?


As head of our Customer Success/Account Management team here at Marketo, one question I hear frequently from new CMOs, VPs of Marketing and Directors of Marketing/Lead Generation is: “How can I build my marketing automation team?”. We have six marketing ops people who serve as admins and handle analytics, and 10 people in paid lead generation programs – three work as Event Managers, one does webinars, and one focuses on lead nurturing and engagement.

Don’t Start ABM Without Knowing your Total Addressable Market (TAM)


In the middle of 2017, SiriusDecisions unveiled their latest waterfall model: the Demand Unit Waterfall , which starts with Target Demand — defined as a target market containing potential “demand units”. As SiriusDecisions’ Senior Research Director, Kerry Cunningham, explained when unveiling the model, “These are the fundamental units of demand that we really need to go out and identify, attract, engage and qualify if we want to sell anything.”.

10 Benefits of Employing a Powerful Content Syndication Strategy


According to Zachary Weiner, CEO of Emerging Insider, content syndication is of exceptional value when it comes to B2B organizations that aim at advertising educational content. The following are the proven benefits of having a sound content syndication strategy: 1) Magnify the ROI from Demand Generation Campaigns : Paid content syndication networks benefit demand generation campaigns. Prologue.


How Should I Structure My Marketing Automation Team?


As head of our Customer Success/Account Management team here at Marketo, one question I hear frequently from new CMOs, VPs of Marketing and Directors of Marketing/Lead Generation is: “How can I build my marketing automation team?”. We have six marketing ops people who serve as admins and handle analytics, and 10 people in paid lead generation programs – three work as event managers, one does webinars, and one focuses on lead nurturing and engagement.

Marketing and Technology: Lessons from Salesforce’s Marketing Technology Director


We’re talking a lot with marketers about the internal impact of technology on organizations, and then also how that translates into customer engagement. One of the primary functions of marketers is to engage with and educate prospective customers, so they can make an informed buying decision. With a mature marketing technology stack, a CMO can make better, more informed decisions. When it comes to marketing technology Bala Kudaravalli thrives on simplicity.

ClickInsights: What ROI metric should B2B marketers use in this digital marketing era?

Ambal's Amusings

Brian Carroll's blog B2B Lead Generation Blog. Brian Carroll's book Lead Generation for the Complex Sale. B2B Lead Generation Benchmark Study 2009. Keeping a Closer Eye on Content ROI – CMO Council. How to Choose Your Carrot: Effective Lead Generation Offers for High-Technology Marketers (White Paper). Tune and refine the buying process. You’ll see shorter buying cycle times. generated from marketing leads).

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Sales Pipeline Radio, Episode 114: Q&A with Elissa Fink @elissfink

Heinz Marketing

Our guest this time was Elissa Fink, CMO at Tableau Software @elissafink. Having joined Tableau Software in 2007, Elissa Fink has served as CMO through its rise from start-up to a billion dollar enterprise. She is the CMO for Tableau Software. Elissa: That’s a great question because you definitely have to be true to that sort of cycle because it does exist. So I think part of it just recognizing that it is a cycle, but always keeping your eye on the ball.

Top 35 B2B Marketing Posts for May 2010

B2B Marketing Zone Posts

They wonder if their organizations are doing enough, if they are doing things right, even if they should be involved in social media at all. 100 Tips for Trade Show Lead Generation - B2B Lead Generation Blog , May 11, 2010 Lead generation remains the top reason most companies exhibit at events and tradeshows. came across this helpful post by Mike Thimmesch on 100 Trade Show Lead Generation Ideas that’s worth checking out. Best of B2B Marketing. May 2010.

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Cut Through the Confusion and Successfully Move Buying Groups Through Your Account-Based Marketing Programs


By now, every B2B seller has heard how identifying and influencing buying groups is critical to effective Account-Based Marketing and B2B sales strategies. The idea of buying groups – teams of executives and key influencers who evaluate and make large purchase decisions within an account – grabbed headlines a couple years ago when SiriusDecisions rebranded its authoritative waterfall methodology to center on the concept, which it calls Demand Units.

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The SaaS-y Marketing Leader’s 8-Step Checklist for Content Marketing

Content Standard

Arguably, this statement is most applicable to whomever is responsible for marketing, whether it be the CMO, demand generation VP, or director of content marketing. As more and more of today’s organizations are looking to marketing leaders for strategic business direction, how do you make the right content marketing decisions? There are worlds between demand generation and lead generation. We all do certain things better than others.

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