Tag Archives: CMO Council

The Influence Of Buyer Goals On Content And The Search For Good Ideas

One of the most under-realized areas of understanding in marketing today has to do with the powerful influences of buyer goals and their goal-directed behaviors.  This is especially true in B2B marketing.  Most notably, in terms of understanding the impact of buyer goals on how buyers conduct informational searches, as well as, gather content and make choices based on the information acquired. The ongoing concern for many senior marketing executives is the lack of effectiveness in content marketing today.  Surveys in the past two to three years indicating marketers are struggling to break through even being thirty to forty percent “somewhat”…

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Tony
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Why CMOs Should Not Focus Only On Content Marketing

Soon, two thousand plus marketing directors, managers, coordinators, and marketing specialists will descend on the content marketing Mecca event called Content Marketing World.  The largest content marketing oriented conference of its kind.  These teams flushed with CMO approval in hand to attend eighty plus available sessions in the hope it will result in improved effectiveness. Effectiveness.  This is the dilemma and conundrum facing many senior marketing executives on the role of content marketing.  While we have seen a rise in spending on content marketing, we have seen a correlating rise in conferences and services designed to improve effectiveness.  Despite this correlation,…

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Tony
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Are You Frustrating 33% Or More Of Your Buyers?

33%.  One third.  If you have 3,000 buyers, this means 1,000 buyers.  Having 10,000 means 3,000.  Up to 100,000 means 30,000.  This is how many buyers you can potentially be frustrating.  This is a lot of buyers. A Big Problem As I was reviewing the Buyersphere Report 2013 produced by Base One and B2B Marketing (in association with McCallum, Layton, and Research Now) a brief footnote on frustrations caught my attention.  Yes, it is only one survey.  However, when approximately a third of respondents faced frustrations in their search for information to help them make decisions – this is not…

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Tony
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Is Content Marketing Ineffectiveness Changing Buying Behavior?

The pendulum has been around since 1602 when Galileo invented it.  It was the world’s most accurate timekeeping device right up until around the 1930’s.  The concept is one of our natural laws of the world.  We may be experiencing the effects of the pendulum in sales and marketing. Despite the pronouncements of buyers not engaging sales until 50-70% into the buying cycle, this generalized view is and should be questioned.  Paired with other studies indicating buyer dissatisfaction with content and information, something new may be afoot.  At this stage, it should be treated as an early stage buyer insight…

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Tony
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5 Actions Chief Marketing Officers and Chief Sales Officers Can Take to Bridge the Big Insight Gap

On the minds of most executive leaders for B2B organizations is two pressing objectives.  They involve two additions – increasing customer acquisition and increasing customer retention. From a customer lifecycle and buying cycle perspective, it means getting more in the front end and less leaking out the back end.  At the most basic level, it is fundamental to achieving growth and profitability. For CMO’s and CSO’s – there is a lot riding on both. Answering Big Questions B2B organizations are struggling with big questions.  They are not new.  They have existed since the dawn of business.  The struggle today has…

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Tony
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Latest Report: Why B2B Content Marketing is Failing B2B Buyers

The report is staggering.  After spending millions of dollars on content marketing, B2B marketing appears to have taken a few steps backward. The report I refer to is the 11-page report, produced by the CMO Council and Netline, entitled: Better Lead Yield in the Content Marketing Field.  While this report focused on new content ROI, it proves to be revealing in several ways.    As I read it, this report indicates a dismal failure for B2B Marketing thus far. My basis for this assessment is by looking at the report from the buyer’s viewpoint.  Not the seller’s viewpoint. Therein lies the core…

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Tony
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