Why Process Transformation Fails

ANNUITAS

As we walked through the Demand Process approach we needed to take, one attendee from our client made mention of past attempts to “do things differently” and the resulting failure. If true process change is going to occur in organizations, it has to be supported and driven by leadership.

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. 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. Based on CEB’s latest observations, here is a summary highlighting the dysfunction in the B2B purchasing process: Bigger, increasingly diversified buying groups: It was only 2.5 Even indecision takes forever: The average purchase decision now takes 4.9

Trending Sources

Lead Generation: How an insurance company reduced acquisition costs in purchased leads

B2B Lead Generation Blog

Tweet Generating leads organically can ease the qualifying process, throwing “bad” leads out that are simply not worth pursuing. For example, if that purchased lead was generated in less than five seconds, that would be a lead Plymouth Rock would not want to pursue.

How Colors Impact What We Purchase [Infographic]

Hubspot

Research shows that 90% of information transmitted to the brain is visual , and visuals are processed 60,000 times faster in the brain than text. Marketers have started focusing more and more on the design and layout of their content -- and it makes sense.

3 Steps Before Purchasing a Marketing Tool

Marketing Insider Group

It can be tempting to add new tools to your marketing process or blame any current marketing deficiencies […]. The post 3 Steps Before Purchasing a Marketing Tool appeared first on Marketing Insider Group.

6 Ways to Avoid Regretting Your SaaS Software Purchase

Modern B2B Marketing

Author: Alexandra Nation I recently purchased a new pair of ballerina flats from Margaux New York, as they are a staple in my ‘ woman in tech ’ business uniform. Before I made my purchase, I first ordered a fitting kit to help me choose the right size.

Starting to Think About Purchasing B2B Marketing Services? (Part 3)

Marketri

There are many options when it comes to purchasing marketing services. Are there specific questions I ask during the interview process? What would you expect our role (as you client) to be in the marketing process? B2B Marketing Purchasing Marketing Services Marketing (General

The Purchasing Path: A Step By Step Guide to B2B Lead Nurturing

bizible

The B2B sales cycle is an extended process that’s much longer and more detailed than B2C buying. Your leads may spend months considering whether they’ll make a purchase with you.

Responding to the Buyers Purchase Path

ANNUITAS

Because these personas will each take a different approach to the buying process and be viewing this purchase differently. Assuming that all buyer personas approach the buying process the same way severely limits the results that will come from the demand generation strategy.

How Inbound Marketing Aligns With the New Purchase Loop

Hubspot

Elmo Lewis developed the Purchase Funnel, the now familiar pathway customers travel from consideration to purchase. There are four steps in the process that have always been integral to every CMO's approach to marketing: Awareness, Interest, Desire, Action. The Purchase Funnel.

Salesforce Purchases Deep Learning Artificial Intelligence Vendor MetaMind: Yeah, That's a MarTech Trend

Customer Experience Matrix

It’s worth a brief note to record that Salesforce.com purchased artificial intelligence vendor MetaMind on Monday. There aren’t many details available: in the announcement , MetaMind founder Richard Socher said Salesforce will use its technology to "automate and personalize customer support, marketing automation, and many other business processes."

The Rise of the Marketing Technologist Part 3: People, Process, Content and then Technology

ANNUITAS

There is no doubt that the role of the B2B marketer has changed and this change has been led by the change in the buying process and the access to information that is at the finger tips of todays B2B buyer. Step Two: Process.

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.

Why Purchasing Email Lists Is Always a Bad Idea

Hubspot

That's the mindset many marketers find themselves in when they're on the phone with a list-purchasing company. Curious why purchasing email lists is a legitimate email marketer's kiss of death? Reputable email marketing vendors don't let you use purchased lists.

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.

How Millennial B2B Buyers Make Purchase Decisions

B2B Marketing Directions

Recent research by the IBM Institute for Business Value provides important insights regarding how Millennials approach business decision making, how they prefer to perform the activities that are part of the B2B buying process, and what attributes they value in prospective vendors.

Buy 21

Integrating mobile video branding into the auto purchase funnel

Biznology

Marketing people didn’t stop to think about all the little mental stops along the way our parents made in the decision making process. The post Integrating mobile video branding into the auto purchase funnel appeared first on Biznology. Part One.

Matching Webinar Content to the Buying Cycle: Evaluation and Purchase Stages

Modern Marketing

61% of B2B buyers agreed that the winning vendor delivered a better mix of content appropriate for each stage of the purchasing process. Purchase Stage. In the Purchase stage, prospects are ready to make a decision and are narrowing down their options.

Where is B2B marketing headed? 7 predictions for 2018

Biznology

Particularly in prospecting, new resources like purchase signals (“intent data”) and lookalike modeling will continue to expand marketers’ access to new audiences and provide scale to their ABM programs. The marketing buzzword of the year, artificial intelligence will in 2018 prove its value in speeding up data processing and applying machine learning to digital advertising, predictive analytics, responsive websites, chatbots, and all manner of customer management.

How Buyer Perceived Risks (BPR) Affects Buyer Behavior and Purchase Decisions

Tony Zambito

Image by IceSabre via Flickr The notion that perceived risks influences purchasing behavior has been around for quite some time.

Don't Fix Your Marketing Process

Customer Experience Matrix

Marketers need people, processes and technology that allow them to react quickly to new opportunities. So far, his main points have been that the role of B2B marketing has expanded to cover the entire buying cycle from initial lead generation through closed deals and that new technology must be accompanied by changes in people, process and content to have an impact. HOW can marketers adjust their staffing and processes, given the practical constraints of time and budget?

How Can Marketing Meet the Expectations of a Complex, Large Purchase Buyer?

Sales Engine

This is why it’s important to have great content available that supports every stage of the buying process in a complex sale. When companies make large evaluations that have a lot of risk involved, it’s natural for them to evaluate the vendors in every way possible.

Aristotle’s Persuasions and the Neuroscience of Purchase Decisions

The ROI Guy

This part of the brain is responsible for thinking and processing rational information such as financial justification / ROI. What can a philosopher born some 2,400 years ago teach us about modern marketing and selling? More than you might imagine.

Ensure Your B2B Martech Purchase Takes Root

Hive9

Most marketing technology purchasing decisions involve a process. At 42% of large companies , ten or more people are typically involved making a purchasing decision. It makes sense that a variety of stakeholders should therefore be able to weigh in.

Ten tips for customer reactivation

Biznology

For example, if purchase frequency slows, or order size shrinks, inactivity is likely to follow. Analyze the characteristics of your purchase cycle. Or it can be purchase channel preferences, like retail store, tablet, mobile, or desktop computer.

How to Build the Business Case for Purchasing Marketing Technology

SnapApp

If you want to make a change, such as purchasing a new marketing technology, you essentially have two options. Preparing a business case for your martech purchase will solve two important goals: Making sure you’re making the right purchase recommendation; and. Change is hard.

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

Influitive b2b

The study found that 80% of respondents were doing more research, and, as a result, 53% said the purchasing cycle had increased in length from the year prior. 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?

Report: More Marketing Teams are Taking Control of Technology Purchases

KoMarketing Associates

The Marketing Tech Buying Process: A Look at How Companies Purchase Technology Today” report from Target Marketing and IBM discovered that CMOs spend 3.2 During the marketing technology purchasing process, 78 percent of respondents said that their marketing team is typically involved. New research indicates that CMOs are now spending as much of their budget on technology on CTOs, but which services and products are they investing in?

Where to start your B2B video marketing project

Biznology

Business video marketing helps clearly communicate what the customer wants to know in order to move to the next stage of the sales process. builds trust and confidence during key stages of a sales process.

The 6 Step Inbound Marketing Process [Infographic]

Puzzle Marketer

I wanted to share this fantastic and easy to understand infographic I came across outlining the Inbound Marketing Process. ” The Inbound Marketing Process infographic can be found on their original blog post here. I’ve outlined their 6 step process in the infographic below. Figure out how we’ll you’re doing by measuring every step of the process.

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

Tony Zambito

by Matt Brooks. 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.”

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

Modern Marketing

Typically, most adoption and change management challenges are due to one or more of these three essential criteria being out of balance: People, Processes, and Technology. Processes. Define & Document Your Process: Marketing runs on processes.

Why Consumers Ditch Their Mobile Purchases (and How to Win Them Back)

Hubspot

Meanwhile, this survey shows that abandoned mobile purchases are most often left behind because the buyer simply isn’t sure about the product. That’s evidence enough that mobile purchases are simply a different animal. Curing Purchase Uncertainty.

4 Easy Tactics for Infusing AI and Predictive Analytics Into Sales Processes

Infer

Rather than relying on human intuition to inform their processes, these early adopters are leading the arms race for data by reinventing how their businesses operate based on intelligence that’s generated by AI and other related data science techniques.

11 inspiring case studies of digital transformation

Biznology

Digital transformation is profound change in business activities, processes, competencies, and models to fully leverage customers at every touchpoint in the customer experience. 88% of companies report they are undergoing digital transformation (source: Altimeter Group ).

Stop Focusing On The Sales Process, Silly!

Marketing Insider Group

The buyer’s journey and the selling process terms are often confused. However, the sales process focuses on how to push the customer to get them to buy from you. So, are you creating your business strategy based on the selling process or the buyer’s journey?

Marketing lessons from the college admissions process

Biznology

I’ve gone through the college process twice, and each time I’ve absorbed new lessons about marketing to Millennials in an era of rapid change. And I’m sure many parents are familiar with the process of “How to get the teen to read that email you just sent.”

Beyond Buyer Profiling To Buyer Personification

Tony Zambito

Whereby sales organizations, in particular, went through training on how to adapt to the personalities of individuals in the buying process. by Evan Shuster. Segmentation has been a staple of business marketing and sales for several decades.

How storytelling can shape the corporate brand and culture

Biznology

They discovered that the brain does not process information in “files” (e.g., So what can storytelling do to improve communications, process our changing world, and especially help shape a corporate brand and culture?

The state of B2B marketing in Asia—moving toward digital

Biznology

There is also a conservatism about changing to the new processes the new platforms require–it’s amazing how many companies still batch-and-blast their company newsletter sent from Outlook! While teaching in Hong Kong for the semester, I’ve had the chance to meet some very interesting people.

Lead 99