4 Myths Preventing True B2B Customer Understanding

Tony Zambito

There is a big problem when it comes to B2B customer research. That is, making their buyer personas about customer research and not confirming existing buyer profiling assumptions. These assumptions can then get in the way of truly understanding their customers.

Confusing Customer Segmentation, Buyer Profiling, and Buyer Personas Harms Marketing

Tony Zambito

Compounding the issue today is the prevalent use of the term buyer persona to describe customer segmentation and buyer profiling efforts. The issue I am referring to is the confusion that can surround distinguishing between customer segmentation, buyer profiling, and buyer personas today.

Trending Sources

Ten tips for customer reactivation

Biznology

Are you looking for the best ways to reactivate dormant customers and reduce churn? Consider which of these may be the most applicable to your business, your customers, and your objectives. The longer a customer is inactive, the more likely an eventual defection.

New Approaches To Understand Customers Needed In A Digital Transformation World

Tony Zambito

Strikingly, in these same few years, you will also find developing customer understanding also on the list of CEO priorities. What becomes clear considering these surveys is that many CEOs see growth resulting from a strong understanding of customers. Illustration by Nikita Kozin.

Seven Things Marketers Need to Know About Lead Generation

Speaker: Douglas Burdett, Host of The Marketing Book Podcast, Founder/Principal of ARTILLERY

Lead generation is the process of attracting and converting strangers and prospects into someone who has indicated interest in your company's product or service.

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.” Strengthening The Common View Of Customers. 10 Essentials Of Becoming Customer-Centric With Buyer Personas.

Social Intelligence adds value throughout the Stage Gate Process

Buzz Marketing for Technology

Social data is becoming increasingly important in the new product development processes of many companies. Information gathered as part of market analysis might signal that customers are showing strong preference for the features of another company’s competing product.

3 Ways Marketing Ops Can Improve Your Planning Process

Modern Marketing

So, what can you do to improve your marketing planning process? They live and breathe strategy, data, and process, making them the perfect steward of the marketing plan. Rather than inventing your own process or terminology, work with an external source.

MQL to SQL: The Qualification Process [Infographic]

Marketing Insider Group

The customer lifecycle is a useful guide to help you gauge a lead’s readiness to purchase. The post MQL to SQL: The Qualification Process [Infographic] appeared first on Marketing Insider Group.

MQL 71

Informed Customer Understanding Should Guide Marketing

Tony Zambito

While others portray that if you just do these few things, then there will be a proverbial pot of gold, at the end of the year filled with overflowing coins of new leads and customers. One thing that is clear is the dynamics of markets, customers, and sellers continue to unfold in new ways.

Why Customer Experience is the Hot New Thing in Marketing

Act-On

“The customer experience is the next competitive battleground.”. It’s old-fashioned, but it works: Be good to your customers. Be good from the first time they encounter you to years after they’ve become your loyal, return customer. And of customer advocates?

Should Customer Data Platforms Be "Marketer-Controlled"?

Customer Experience Matrix

Thomas Wieberneit argues in a thoughtful blog post that companies need one platform for consolidated customer data, but that Customer Data Platform isn’t it because the CDP is “marketer-controlled” by definition, and thus doesn’t support other departments.

New Report: Improve The B2B Buying Process With Social Proof Marketing

Influitive b2b

So, how can brands get in front of buyers during the research phase, and help speed up the process once they make the vendor shortlist? Having customers advocate on your brand’s behalf on forums, review websites and social media can help your product make the initial cut.

Understanding the Modern B2B Sales Process

SnapApp

Salespeople and buyers have a new relationship with one another, and it has directly impacted the sales process. . What is a sales process? . Sales Processes: A History. So the B2B sales process often looked a bit like this: Prospecting. The Modern B2B Sales Process.

How do you sell when your buyers can’t buy? Mounting dysfunction in the B2B buying process

Biznology

Your research found a lot of dysfunction in the B2B purchase process. But interestingly, what we’ve been seeing is that it’s become difficult for customers to buy today. It’s certainly hard to sell, but when you look at it from the other side, it is actually harder for customers to make purchase decisions. Alarmingly, we’re seeing more and more purchases where the customer doesn’t even know who ultimately will be in the decision-making group.

Buy 37

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 idea that customer experience is of significant importance has been around for a couple of decades. State Of B2B Customer Experience Is Unhealthy. by Creative Stall.

Is B2B Content Engagement Heading In The Wrong Direction?

Tony Zambito

For example, in one organization I helped recently, they perceived there were 7 stages for a generalized buyer’s journey of their target customers. Applying processes and policies that are applicable to that situational scenario. by Juan Pablo Bravo. Sometimes more is truly less.

Feeding Sales Is a Process, Not a Project.

Sales Engine

They realize that engaging with prospects through the internet is a process and not a series of projects—and marketing’s job is to generate leads that create actionable sales intelligence. For sure, this process this is nonlinear, and there’s no way you could have predicted it.

BlueVenn Bundles Omnichannel Journey Management, Personalization, and Single Customer View

Customer Experience Matrix

The company offers what it calls an omnichannel marketing platform that builds a unified customer database, manages marketing campaigns, and generates personalized Web and email messages. The Venn in BlueVenn The unified database process, a.k.a. BlueVenn has only been active in the U.S.

My online influencer research and engagement process

Biznology

So, my process is: set up SDL SM2, add all the keywords I have collected through going down a Wikipedia rabbit hole, let it go to parse, search, and churn. The post My online influencer research and engagement process appeared first on Biznology.

Four Sales and Marketing Processes that Demand Marketing Automation

Salesfusion

The post Four Sales and Marketing Processes that Demand Marketing Automation appeared first on Salesfusion. Best Practices Customer Interaction Nurture Marketing

The Unsung Heroes of the Sales Process

LeanData

They are the architects of an efficient, repeatable and scalable process. The domain of Sales Ops is incorporating this brave new world of technology into a process that makes teams more productive. It’s about internal customer service.”. They work quietly in the shadows.

The Emerging Importance Of B2B Ethnography To Buyer Personas

Tony Zambito

Better, deeper, insightful, and well-rounded understanding of customers and buyers is on the top of the list for many CEOs and CMOs today. In recent studies by IBM and other research studies on CEO sentiments, customer insight and understanding are identified as a top focus for CEOs.

How customer-hero stories help you connect better

B2B Lead Generation Blog

Do you focus on capturing product stories or customer-hero stories? In this interview, we talk about the power of customer-hero stories to connect emotionally with buyers to facilitate their buying journey. Who do we envision our best customers to be?

Get More Value Out of Your MarTech Investments: Balancing People, Processes and Technology

Modern Marketing

As an Adoption Advisor for the Oracle Marketing Cloud, I talk to a lot of customers about improving and extending their usage of marketing technology. Processes. Define & Document Your Process: Marketing runs on processes. Customer Experience

Your Role on the Customer Journey

Act-On

Specifically, creating a customer journey map – and why you need to take this step. What is the customer journey? The customer journey is the decision-making process through which customers take action. Forrester Research describes customer journey this way: “The customer journey spans a variety of touch points by which the customer moves from awareness to engagement and purchase. Taking time to map a customer journey is an extra step, yes.

Connected consumption is the new customer experience (CX)

Biznology

When countless products and services become connected, personal customer-vendor relationships will be added. Each task and step will include new people-first automated conversations that replace searching, customer support, shopping, and e-commerce services like Amazon.

Aligning To Revenue: A Complete Marketing Planning Process

bizible

In this post we cover a marketing planning process to assist marketing leaders in navigating growth and align to revenue. Every Marketing Planning Process Depends On Accurate Measurement. Measurement encompasses the right technology and reporting processes.

Plan 41

Surprising Results in Customer Data Platform Survey

Customer Experience Matrix

The Customer Data Platform Institute (CDPI) recently surveyed its members about their customer-facing systems and CDP deployment plans. Let’s start with the general state of customer facing systems. The CDPI Member survey also asked about plans regarding Customer Data Platforms.

Streamline The Sales Process With Digital Marketing Solutions

Reachforce

Smart marketing and analytics, however, helps digital marketers know what customers want, […]. With the democratization of the Internet, businesses of all shapes and sizes have the same opportunities.

suitecx Offers Industrial-Strength Customer Journey Maps and More

Customer Experience Matrix

Customer journey mapping is now the buzziest of buzz words. None of this affects me personally, but if I were a real customer experience expert I'd be annoyed at cartoon versions being presented as the real thing. Process maps and campaign flows are under development.

Using Customer Contact Data to Tell Better Marketing Stories

Act-On

If the stories are true, there was a day – long ago – when marketing with your gut and creating general, positive experiences was enough to draw customers into your lead gen flows. You already have everything you need – your customer contact data – waiting in your CRM.

How to Validate Your Blog Post Topics: A 3-Step Process

Hubspot

To help you avoid wasting time on topics and keyword plays that won't generate a meaningful return for your business, we've put together a simple process for validating your ideas before you start writing. How to Validate Your Blog Post Topics: A 3-Step Process.

Continuum and Process vs. Event, Project or Campaign Thinking

Avitage

It’s past time to shift your thinking about your approach to marketing activities as an event, project or campaign, to continuum and process thinking. The content challenges of his customers are a real problem. The consensus is clear.

Are Your Buyer Personas Data Overkill?

Tony Zambito

With many touted frameworks and processes being representative of buyer personas in name only. The notion of operations is implicit in science, systems, processes, analytics, and rules. And, more importantly, truly informs on customer strategies.

Gamification of the Sales Process

Sales Intelligence View

Turning the sales process into a game is not a stretch of the imagination for companies. In may ways companies with B2B sales people have already added game mechanics into the process on a small scale. This is where most companies end the game process but that is about to change.

Why Video is the Key to Happier Customers

Vidyard

Which of your customers are the happiest? To this end, customer support videos can do more to improve the cost-per-quality of your support, educate them with less effort, and retain them better than any other support tool. Video creates more self-sufficient customers.

Why you need a creative workflow process

Act-On

This is where establishing a creative workflow process can come in handy. Secondly, despite your best efforts to set a process and get buyoff from all involved, things (and people) will go rogue. They’ll usurp the process, jump up the chain, or weigh in late with feedback.

The Relationship Between Customer Engagement, Loyalty And Revenue

Influitive b2b

Marketers know that finding ways to increase customer engagement is good for the bottom line. Customer engagement is highly correlated to customer loyalty ,” says Aimee Lucas , Customer Experience Transformist and VP at the Temkin Group , a customer experience research and consulting firm.

Use Marketing Automation to Keep Customers and Expand Retention

Act-On

Increasingly, forward-thinking CMOs are extending its use to orchestrate the entire customer lifecycle, with particular emphasis on customer retention and expansion. As a result, the extended use of marketing automation for customer retention will grow. “We