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

Tony Zambito

And, B2B CMOs need to get the buy-in on all levels. Buyer’s journey are goal -directed: Understanding the key path to buying decisions today requires more than creating a buyer’s journey map. by Matt Brooks.

4 Ways a Longer Consumer Buying Cycle Can Work FOR You

Modern B2B Marketing

Author: Maggie Jones Marketing consumer products with a long buying cycle can be a blessing and curse. But on the other hand, a lengthy buying cycle means you’ll have more opportunities to communicate.

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12 Secrets of the Human Brain to Use in Marketing

Buzz Marketing for Technology

Advertising Behavioral Targeting Buying Cycle Content Marketing Customer Experience Data Analytics Innovation Interactive Marketing Lead Generation Optimization Strategy Best Practices innovation

Content Marketing and Your Buying Cycle


But one important way you may not have thought about segmenting your audience is by where they are in the buying cycle. Photo credit: Shannon Paul.

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.

Best B2B Marketing and Sales Strategy Guides and Insights of 2011


Social media, content aggregation and curation , user-generated content and other developments have dramatically changed the B2B buying cycle over the past few years. Prospects often don’t surface until much later in the buying process than they did just a few years ago.

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Content Auditing and Mapping it to the Industrial Buy Cycle

Industrial Marketing Today

Ardath Albee of Marketing Interactions, Inc. They are: Buyer Personas – deep insights on the people who buy your products and services Buying Process – the steps buyers go through to acquire your products and services Buyer personas go a lot deeper than just demographics.

The State of Demand Generation

The Effective Marketer

Buying cycle control (you need to facilitate the buying process and understand what is required of you as a result). The Customer Buying Cycle Framework. According to SiriusDecisions, buyers go through three stages and six steps during their buying process.

How HP Uses 6sense to Find Customers in Active Buying Cycles


With the rise of predictive intelligence and the ability to make sense of large amounts of customer data, HP wanted to take their marketing analytics to the next level and begin targeting customers in active buying cycles. With data driving the next wave of innovation, HP began looking for a partner who could help them improve their ability to predict timing and identify prospects in active buying cycles.

Future of Buyer Personas is Social - Part 3

Tony Zambito

  The science of goal orientation leads to discovering the often hidden and unarticulated roots of “why” people buy.    Traditional management and business models have been built on pushing outward through the organization to buyers and inducing them to buy

Importance of Context to Understanding the New Social Buyer Persona

Tony Zambito

  The second indicates that content strategy and content marketing, to be successful, will need a robust understanding of “circumstances” contextually in order to affect buyer interaction. Image via Wikipedia.

Five Ways B-to-B Marketers Need to Change Their Game


The Internet has driven dramatic changes in business buying behavior. Just as no one buys a car anymore without first checking prices and features online, business buyers now research and educate themselves online, months—even years—before ever seeing a sales person.

10 Event Marketing Tips to Accelerate B2B Lead Generation


For reasons ranging from, “we have an event budget we need to expend” to “we need an interactive forum with our customers” to “leads are not finding their way to us, so we need to go to them”. Which events and what type of interaction resulted in the highest conversion/buying actions?

The Influence of the Social Buyer on B2B Business

Tony Zambito

  What we do know is that B2B buyers are demanding more social experiences in their buying processes.   Social Buyer Cycle. Turn B2B Buying Into a Social Experience ( Image via Wikipedia.

What is an Interactive White Paper?

The ROI Guy

An Interactive White Paper dynamically customizes the content of a white paper for prospects based on the prospect’s registration profile (if available), and inputs to a few profile questions. interactive smart content interactive white paper Demand Generation Pisello AlineanBased on the profile, the white paper content intelligently fine tunes itself to be more relevant and personalized for a prospect’s particular research and needs.

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

Modern Marketing

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. His personal background is in international marketing, with a specific emphasis on field marketing strategy/execution coupled with the interaction dynamics between HQ and field marketing.

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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.    Have organizations today kept pace with the changes in buying behaviors and patterns? 

Buyerology Trend: Think Buyer Decision Model vs. Buyer Journey

Tony Zambito

  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.    Buying decisions are not excluded from this profound movement. 

Best Random but Interesting B2B Marketing Posts, Articles and Resources of 2010


The pieces presented here range from an extensive list of marketing cliches to avoid and tips to shorten the B2B buying cycle to guidance on branding, presentation skills, freelancing, job hunting and more. 5 Steps To Shorten The B2B Buying Cycle by Search Engine Land.

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How to Optimize Your B2B Marketing and Sales with Online Video

Modern B2B Marketing

How video engages prospects throughout the buying cycle. You may also take things to the next level with emerging interactive video technologies such as VeepleTV. This enhances the quality of the relationship prior to the visit and personalizes the buying experience.

CMO Spotlight: Judith Sim, CMO, Oracle Corp.


Your B2B demand generation efforts must take into account the cross-channel, multi-point and multi-interaction scenario that buyers are experiencing today. “Social marketing has changed everything”. states Judith Sim, CMO of Oracle Corp. in no uncertain terms.

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Buyer Interaction Shapes Buyer Experience Design

Tony Zambito

  Mead’s work concerned itself with human interactions and the symbolic nature of the world and languages.    He also believed that to research this phenomenon, unstructured qualitative observation methods were the means to understand sociological human interactions

What is a Marketing-Qualified Lead? What MQL Really Means


Who are the individuals at organizations that you want your team to interact with, whom you’re most likely to have an intelligent conversation with? How important is receiving a direct dial number to your sales team, or do you interact more via email or social? Interaction-based.

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Lead Scoring: Set Yourself Up for Success


Know your customers’ buying cycle and buying signals. You can use that information to rank their likelihood of buying based on when they placed their last order. Score each step, activity, or buying signal based on its relative value. Let’s take another look at your tax preparation customer, again assuming a three-month buying cycle. Another customer buys every four months, so they might advance in 15-point increments each month.

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


Sirius went on to show additional research that shows the importance of the sales rep at all stages of the buying cycle. This connection is made via content – whether that content is delivered digitally or via human interaction.

B2B Lead Nurturing Myths That Promote Sales Pipeline Leaks

Modern Marketing

You Can Nurture a Complex Sales Cycle with Email Alone. Probably the best way to nurture is to use emails for leads which you believe are in the early stages of the buying cycle. So you might want to use this tactic when it appears as if someone is closer to buying.

Interview with Dave Chaffey of Smart Insights

Buzz Marketing for Technology

We all know content marketing is at the heart of digital marketing, yet often content marketing strategies don’t invest sufficient in the right range of content across the buying cycle and by content I am referring to our Content Marketing Matrix which helps businesses review the best types. This week I had the pleasure of reading a new report from Smart Insights on the State of Digital Marketing 2015 and decided to dig in a bit further with an interview.

Face-to-Face Selling Is Still Effective


Even though people are using the Internet to get through the buying cycle before reaching out to a sales person, that does not mean face-to-face meetings are unnecessary. In fact, real data proves that in-person meetings are the most important part of a customer’s buying experience.

Who Do B2B Buyers Trust?

The ROI Guy

A common debate in B2B marketing is how to create and deliver the right content at the right time to help improve the connection and engagement with prospects and their buying decisions. This has led to a desire to have content that is more targeted, personalized and relevant – giving a rise in popularity to newer content formats such as videos, webcasts and interactive tools (such as diagnostic assessments, ROI calculators and TCO comparison tools).

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The Role of Webinars in the Sales and Marketing Process

Modern Marketing

Webinars have become a primary marketing tool to "help drive the buying cycle," according to market research firm SiriusDecisions. Webinars’ influence on the buying cycle is driven by their ability to: Engage prospective buyers.

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

Tony Zambito

Let’s define Buyer Experience Innovation : “Creating in totality an ideal buying experience and innovative interactions that engages as well as enables buyers to enter into a transactional and loyal relationship with the organization”. Image via Wikipedia.

Content Investments Effective When Aligned to Facilitate Buyer’s Journey

The ROI Guy

The good news is that some tactics are perceived worthy, including tactics that involve direct interaction with buyers such as in-person events (78% effective) and webinars / webcasts (70%). the results indicate that best-in-class marketers invest more of their budgets on content marketing (31% vs. 26% on average), and secure executive commitment and buy-in to support their efforts.

New Research on How B2B Marketers Get More Leads


White papers are ideal for the middle to the end of the buying cycle. So choose your topics according to what buyers at those phases of the buying cycle tend to want to know. Also consider interactive white papers, like this one from Ion Interactive.

Kaon Interactive Builds Highly Realistic 3-D Product & Solution Tours

Kaon (EIA) spoke with Gavin Finn, President & CEO of Kaon Interactive, at the EXHIBITORLIVE show in Las Vegas. What does Kaon Interactive do and who are some of your customers? Finn: We provide interactive 3D product storytelling applications for sales, marketing and channel partners to use at live events and sales meetings. These are interactive, 3-dimensional product and solution tours. Think about the companies who buy your product.

7 Best Practices for Optimizing Sales Enablement


If you have a physical location, maximize your calls to action at the point of sale or interaction with customers. Align content and tools to the buying cycle. The longer buying cycle and the highly informed buyer are facts of life which aren’t going anywhere. Marketing and sales have traditionally had a bit of a contentious relationship in many companies.

The Design of Buyer Experience

Tony Zambito

  Buyer Interaction Modeling : For every stage in the buyer’s journey, interactions that correlate to a buyer’s journey lead to successful buyer experience design.  Cover via Amazon. The expression “monumental shift” is a powerful one. 

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.  What is clear is that B2B entities are faced with the significant challenges of reinventing buying as well as sales experiences. 

Email Marketing vs. MA Solutions: Which is Right for Your Business?


But of course, most customers don’t interact with companies using email alone. In smaller organizations, it’s even more crucial that marketing and sales work together to bond both the buying and sales cycle and maximize revenue for the organization.

B2B Imperative: Reinvent the Sales Experience

Tony Zambito

  The essence of sales experience lies in the ability of B2B organizations to innovate unique buying experiences.    The end result being a unique buying experience for their buyers.  Image via Wikipedia.

The Demand Spectrum and Value-Based Sales & Marketing

The ROI Guy

As the starting point for New Concept solutions, Alinean recommends a focus on the following value selling and marketing tools: • Interactive Assessment Tools: One of the best ways to diagnose issues is with an interactive assessment.