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Informed Customer Understanding Should Guide Marketing

Tony Zambito

For example, one shiny object has been content marketing. For some who have gone “all in” with content marketing, they may just be discovering the constricting of their marketing to such has not been fruitful. by Anton Scherbik.

Overcoming The Content Personalization Challenge With Buyer Persona Research

Tony Zambito

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. Buyer Persona Research. by icon 54.

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The 10 most fascinating people in B2B marketing in 2017

Biznology

Michael Brenner was SAP ’s pioneer in developing the powerful Internet marketing strategy of building a website community to serve the information needs of top-of-the-funnel business buyers, to generate leads and “own the category.” His new book The Content Formula explains how you can do the same: how to find the budget, sell the concept, and measure the results. This seems so obvious, but how many content marketers are actually thinking this way?

State Of Buyer Personas 2016 Survey

Tony Zambito

As in last year, I wish to incorporate the use of a survey to offer a comprehensive view of the state of buyer personas. Yet, I am concerned that the true goal-directed and qualitative research essentials of buyer personas are being missed by CMOs, CSOs, and their teams. by Johan H.

The Telltale 8% Drop In Content Marketing Effectiveness

Tony Zambito

The annual Content Marketing Institute and MarketingProfs B2B Content Marketing Benchmark Study 2016 is quite startling. Recent surveys, from the likes of Forrester and SiriusDecisions , indicate the sentiment is nearly 70% or more of buyers outright reject content.

Create B2B Buyer Personas that Inform Content Marketing Strategy

Marketing Interactions

While 89% of B2B marketers have embraced content marketing, only 37% have a documented content marketing strategy, and only 22% say they are extremely successful with their overall approach to content marketing. Reveal information needed throughout the buying process.

4 Effective Methods to Increase Your Survey Response Rates

Modern B2B Marketing

When it comes to surveys, not necessarily. Like many of today’s savvy marketers, you’re probably looking for creative ways to bring in new leads or contacts and learn more about them, surveys being one of them. Please take 5 minutes to complete our survey.”

Is B2B Content Engagement Heading In The Wrong Direction?

Tony Zambito

When it comes to the state of B2B content marketing and engagement, this proverb is on the mark. According to a recent study by Track Maven , one among a few on this topic, shows both B2B and B2C marketers have increased their publishing of content in 2015 by as much as 35 to 40%.

Tips From Demand Gen Report’s 2014 B2B Buyer Behavior Survey

Modern Marketing

by Amanda Batista | Tweet this While the sales cycle is getting longer and buyers continued to wait to engage with sales, B2B buyers are more satisfied with the process than they were a year ago, according to Demand Gen Report’s 2014 B2B Buyer Behavior Survey.

New Research on How B2B Marketers Get More Leads

Act-On

Because lead generation is so important, there’s quite a bit of research that’s been done about it. Many of our peers have participated in surveys and case studies and other analyses. As a result, there’s quite a lot of information available about what works and what doesn’t.

Are you using your website search as customer research?

Biznology

Suppose I told you that for every web page you have on your website, I could run a survey that tells you what customers’ questions that page leaves unanswered. Well, the name of that survey mechanism is your website search. For information on all my online courses, click here.

5 Practical Content Marketing Tactics to Educate & Inform Your B2B Audience

KoMarketing Associates

Now comes the part where I’ll draw a parallel between Cinco de Mayo and content marketing…. Content Marketing Institute defines content marketing as “non-interruption” marketing. What better way to deliver valuable information to buyers than to walk a mile in their shoes?

How To Lead With Customer-Focused Content

Tony Zambito

The explosion of content in the digital world is an unprecedented phenomenon just a few could have predicted twenty-five years ago. Content is ubiquitous in all phases of life and in business. That is the role of “gatekeepers” specifically for content. by Creative Stall.

Survey Says: Slow Web Page Load Time Hurting B2B Vendors

KoMarketing Associates

They want information, they want it now, and if you aren’t giving it to them in that manner, they’ll simply go someplace else. This is exactly what we found when we conducted research for our 2014 B2B Web Usability Report (Stay tuned! B2B Buyer Survey Results.

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New Buyer Insights Needed To Unlock Growth In An Era Of B2B Digital Transformation

Tony Zambito

B2B companies may have to come to grips with the fact they are living in their own digital information bubble. Inside the bubble, intelligence is gathered to support predefined expectations around CX, account-based marketing, buyer’s journey, content marketing , content conversion rates, etc.

The B2B Content Marketing Buyer Disconnect [Research]

Marketing Insider Group

The biggest mistake in content marketing is making the content all about you. In fact, I’m not even sure promotional content qualifies as content marketing. But according to a recent study of 500 global marketers from the Economist Group , B2B content marketing programs are doing just that: making every effort to push and promote product pitches in their content efforts. 63% said they use online search as a primary tool to find content.

50 Facts about online consumer behavior not to ignore

Biznology

81% of consumers research online before buying. ( 96% of consumers have searched for product information from their mobile device. 94% of B2B buyers research online for purchase decisions. 89% of shoppers do online research before purchasing an item in-store.

The Emerging Importance Of B2B Ethnography To Buyer Personas

Tony Zambito

In recent studies by IBM and other research studies on CEO sentiments, customer insight and understanding are identified as a top focus for CEOs. A majority of surveys also find a growing concern for both establishing and retaining customer loyalty in today’s digital marketplaces.

B2B Budgeting for 2015: 10 Key Marketing Research Reports & Guides

KoMarketing Associates

research reports, trends, and important industry announcements in the B2B marketing space) for quite some time now. Chief Marketer’s Annual B2B Lead Generation Survey. This year, Intershop commissioned Forrester Consulting to conduct global research on B2B end-user buyers.

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Best Social Media and Digitial Marketing Research and Statistics of 2011, Part 1

Webbiquity

Get the details behind these stats and many, many more here in more than 40 of the best articles and blog posts about social media, search, budgeting and digital marketing research, facts and statistics of 2011 so far. ” Nearly a quarter prefer video content to text.

State Of Buyer Personas 2016: Strong Correlation Between Effectiveness And Goals

Tony Zambito

Incorporating Survey Data. I wish to thank the (124) respondents of the State of Buyer Personas 2016 Survey for taking the time to complete the survey. As mentioned previously, buyer personas are being slotted in the silos of campaigns, content marketing, and messaging.

14 Tools & Resources for Conducting Market Research

Hubspot

To read more content like this, subscribe to Agency Post. In fact, research shows Americans buy the same 150 items, which accounts for 85% of household needs. Information, not instinct, is powerful when it comes to predicting consumer preferences. 14 Market Research Resources.

The Research Methods of Social Buyerology

Tony Zambito

  This is a follow up article that looks at the methods for helping B2B to research and gain valuable insights about the social buyer.    This includes the severely hindering structured methods typically associated with focus groups and surveys

Your Feedback is Needed! This Year’s B2B Website Usability Survey

KoMarketing Associates

Earlier this year, we released findings from a survey we ran in conjunction with Dianna Huff, asking B2B buyers about the role vendor websites play in the B2B buying process. The 2014-2015 Survey is Here! This survey will only take 10 minutes or so to complete.

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Creating a Survey? 7 Tips for Getting More Respondents

Hubspot

Surveys. Done well, a single survey that follows best practices can yield eye-opening information -- the kind that forever changes the direction of an organization for the better. So, why do these long, agonizing surveys persist? Well done, Contently.

Best Social Media and Digital Marketing Research and Statistics of 2011, Part 2

Webbiquity

Reports, surveys, studies and infographics are among the most popular content posted and shared across social networks. But which networks are most effective for spreading the content produced? Who is actually consuming all of this content? SEO Research and Stats.

6 Ways Manufacturing Marketers Can Improve Their Content Marketing [New Research]

Content Marketing Institute

With each passing year, there are more examples of manufacturers doing impressive things with content marketing. What can manufacturers in the young/first steps phase do to take their content marketing to the next level? Deliver content consistently. Content Marketing Research

Marketing Research to Bookmark for Your Next Blog Post

Hubspot

If you thought your research days were over when you graduated from high school or college, think again. If you create any kind of content as part of your role, your arguments should be well-supported with data. Why is research so important? 4) Pew Research Center.

B2B Marketing & Sales Insights from Lori Wizdo of Forrester Research

ViewPoint

I had the great the opportunity to interview Lori Wizdo , B2B marketing analyst at Forrester Research. Lori is a senior analyst with extensive marketing, sales, and operation experience in the information systems and software industries. We have some research to indicate that’s true, and that the statement’s directionally correct. When we survey marketeers, we ask what percent of their pipeline was the result of a marketing program.

Best Social Media Stats, Facts and Marketing Research of 2010

Webbiquity

the sources below provide a vast wealth of data, statistics and research results, as well as a bit of interesting social media trivia. Marketing Salary Survey: Social Media Marketing by Aquent. A Year in Numbers: Top 10 Marketing Charts and Research Articles of 2010 by MarketingProfs.

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

Tony Zambito

A recent survey by B2B Marketing, in conjunction with the UK-based agency Tomorrow People, indicated only 38% of marketers considered their content to be “very customer-centric.” Let us look at a ten essentials: Set an agenda to research buyers : This is usually a big hurdle to climb.

Beyond Buyer Profiling To Buyer Personification

Tony Zambito

When the Internet came along, we began to see a seismic shift in how buyers gathered information and made decisions. As time progressed in the early decade of 2000 to 2010, reliance on the sales representative for product and solutions information began to diminish. by Evan Shuster.

5 ways to use market research to drive your content

Integrated B2B

Content can be the most effective resource in your marketing toolkit — especially if it’s based on research. Reporter Nick Clunn recently wrote an article based on a little-noticed study that showed many school districts didn’t adequately protect student information.

Why Information Overload Shouldn’t Be a Big Marketing Concern

Content Standard

It’s a torrent of information, but information overload never sets in; I’m totally comfortable navigating through it all. According to the Pew Research Center, the large majority of Americans don’t feel that too much information is an issue for them.

Do you need different kinds of video for sales enablement?

Biznology

But this “generic” approach to video is mostly geared to marketing content that is essentially promotional. I don’t think this approach works as well when it comes to video content for sales enablement. Marketing content vs. sales content.

Research Shows Firms with Employee Advocacy Programs Grow Faster

Hinge Marketing

A firm must instill a culture of belief in the content they create and active engagement in discussions on social networks. To find the answers , Hinge Research Institute teamed with Social Media Today. Download the full research study, Understanding Employee Advocacy on Social Media.

Survey: CXOs Value Long-Form Marketing Content for Insight

KoMarketing Associates

Despite the wide variety of marketing content, C-suite executives and decision makers still have strong preferences toward long-form pieces, according to new research. The “Thought Leadership in Action: Strategic Content to Help CXOs Learn and Lead” report from Forbes Insights and Deloitte recently surveyed almost 300 CXOs to find out more about where they gain business insights. Executives appear to value data-driven content as well, but some of them remain skeptical.

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. Companies today will need to develop an integrated view of customer research. by Yarden Gilboa.

‘Snackable’ Formats Driving Content Marketing

Modern Marketing

While marketers make a greater effort to provide content consumers with easy-to-access information, they’re able to better cultivate a role in the usually independent buying process. 58% – Making new content more visual & engaging. 54% – Sharing useful content.

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Forrester thinks Content Marketing Isn’t Working – They’re Half Right

The Point

Over at Forrester Research, Vice President Laura Ramos recently talked to Advertising Age (“ Marketers Still Struggling to Get Results from Content Marketing “) about what she perceives as a general lack of return from the investment so many companies are making in content marketing.