Trending Sources

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.

The Purchasing Department: The Next Frontier for Social Media?

grow - Practical Marketing Solutions

But there’s also a new area of buzz right now — application to the purchasing department and the complex supply chain. B2B and social media economics of social media social media and procurement social media and purchasing social media and the supply chain

3 Steps Before Purchasing a Marketing Tool

B2B Marketing Insider

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.

B2B Marketing Trends for 2016

processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close.

All Purchase Decisions Are Made By People

Kaon

In order to reduce the perception of risk in a purchase decision, marketers should build a continuous dialogue with their customers at every stage of the buyer’s journey. This is a different approach to “marketing communications” in the sense that the customer is just as involved in the communications process as the marketer. When markets are uncertain, and buyers are risk averse, decisions to purchase are most often made for only those solutions that are necessary and urgent.

4 Ways The B2B Buying Process Has Changed in 2015

Crimson Marketing

Improving and creating effective marketing strategy means marketers need to thoroughly understand the B2B buying process and how it is evolving. The Buying Process Is Growing More Complex. The Buying Process is More Competitive. The Buying Process is More Social.

MQL to SQL: The Qualification Process [Infographic]

B2B Marketing Insider

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 64

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.

B2B Marketing Trends for 2016

processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close.

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.

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

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.

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."

B2B Marketing Trends for 2016

processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close.

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.

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.

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.

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.

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.

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.

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?

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.

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.

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.

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 ).

What is business video content marketing and how to get started

Biznology

Video content marketing means creating engaging video content that is thoughtful, planned and integrated into the different parts of your marketing process and sales process.

Video 51

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.”

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.

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.

RFP 100

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.

Filling The Knowledge Gap: How B2B Buyers Seek Information To Make A Purchase.

Beyond

Not only do they begin the buying process from a position of considerable knowledge, they also spend significant time acquiring the additional information they need to make the best possible choice. We asked 500 B2B buyers about recent purchases (of at least £20,000) in order to find out: What kind of information they sought. Get free insight now by downloading our free mini-report, Filling The Knowledge Gap: How B2B Buyers Seek Information To Make A Purchase.

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.

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.

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.”

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.

MQL 56

A process to connect social media, content marketing and sales

grow - Practical Marketing Solutions

It can also be useful when customers are trying to get buy-in for a purchase, doing detailed research, and during the demo or trial process. Now, let’s see where social media/social interaction can play a role in the sales process. Purchase.