Buying Cycle

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

#h2h, B2B CMO, B2B Marketing, Buyer Goals, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buyer's Journey, Buying Behavior, Buying Cycle, Buying Process, buying scenario, Chief Marketing Officer, CMO, customer growth, customer insights, Customer-Centric, Customer-Centric Marketing, Digital Economy, goal-directed behaviors, goal-directed marketing, goals, Path-to-Purchase, Persona-Based Marketing, personas, Qualitative Research, Sales Enablement, Tony Zambito, user persona, user personas / By

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.”  This mirrors findings of other surveys related to content marketing and customer-centric marketing, which consistently hovers in the 35- 40% range of “very customer-centric” or “very effective content marketing.” …

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Digital Buyer Personas: Why Prosumer and Produser Behaviors May Be The Most Important Yet To B2B Marketing

#h2h, B2B Marketing, B2B User Marketing, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buying Behavior, Buying Cycle, Buying Process, Chief Marketing Officer, CMO, Content Marketing, Content Strategy, customer insights, customer persona, Digital Economy, Human-Centered Marketing, modern marketing, Qualitative Research, Tony Zambito / By

The digital economy continues to expand and reach into every corner of the globe. Digital technology advances have shrunken the world and made it possible for businesses to connect and collaborate on a scale like never before. These advances have altered buying behaviors drastically where conventional thinking about the B2B buyer can no longer be relied …

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Why Are 76% of Content Marketers Forgetting Sales Enablement?

10 Comments / Buyer Insight, Buyer Persona, Buyer Persona Blog, Buyer Persona Scenario, Buyer Personas, Buying Cycle, Buying Scenario Model, Content Marketing, Content Marketing Effectiveness, Content Strategy, Critical Path to Purchase, Demand Generation, Path-to-Purchase / By

24%.  That is it.  At the recent Hubspot Inbound Conference in August, this percentage was mentioned.   It represents the percentage, from Hubspot’s recent State of inbound Marketing report, of marketers surveyed who do have agreements with sales on defining lead responsibilities.  Very surprising and no wonder there have been increasing indications of content marketing ineffectiveness. …

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Lead Optimization Study: The Right Prospect, The Right Message, At The Right Time

Buyer Insight, Buyer Insight Map, Buyer Insight Research, Buyer Journey, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Personas, Buying Behavior, Buying Cycle, Chief Marketing Officer, Chief Sales Officer, Content Marketing Effectiveness, Critical Path to Purchase, Demand Generation, Lead Generation, Lead Management, Lead Nurturing, Lead Persona, Persona buying Cycle, sales strategy / By

Generating leads is a big deal.   Acquiring new accounts and customers an even bigger deal.  Getting both of these right is a very good deal.  Getting them wrong – well – can be a very bad deal. Recently, I reviewed the interesting findings from the CSO Insights Lead Optimization Study.  The study’s primary focus was to …

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Is Your 2014 Sales Strategy Already Doomed By Lack of Information?

Buyer Decision Model, Buyer Insight, Buyer Insight Research, Buyer Perception, Buyer Persona, Buyer Persona Blog, Buyer Persona Canvas, Buyer Persona Development, Buyer Persona Scenario, Buyer Persona Stories, Buyer Persona Story, Buyer Personas, Buying Cycle, Buying Process, Chief Marketing Officer, Chief Sales Officer, Company Persona, Content Marketing, Critical Path to Purchase, CSO, Ideal Buyer Persona, MArket Research, Persona buying Cycle, sales strategy / By

Right around the corner, the laborious and angst filled process of planning for 2014 begins.  2014 will be different.  While economic growth will remain sluggish (according to the Congressional Budget Office), businesses are starting to release the chains put around growth spending.  A lot has changed since the meltdown of 2008.  In these short five …

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5 New Buyer Insights You Need To Grow Customer Acquisition

7 Comments / Buyer Insight, Buyer Insight Research, Buyer Journey, Buyer Perception, Buyer Persona, Buyer Persona Blog, Buyer Persona Canvas, Buyer Persona Development, Buyer Persona Scenario, Buyer Personas, Buying Behavior, Buying Cycle, Buying Process, Chief Marketing Officer, Chief Sales Officer, CMO, Company Persona, Content Marketing, Content Strategy, Customer Journey, Ideal Buyer Persona, Ideal Company Persona, Market Leader, Market Leadership, MArket Research / By

The buyer revolution is in a frenzied uprising.  More empowered and influential than ever before, buyers are letting it be known of their dissatisfaction.  Several reports during the past year indicate buyers frown upon self-serving as well as product-based content marketing and sales approaches.  The power of revolt now a mere click to the trash …

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Is Content Marketing Ineffectiveness Changing Buying Behavior?

7 Comments / B2B Customer Experience, Buyer Insight, Buyer Insight Map, Buyer Insight Maturity Model, Buyer Persona, Buyer Persona Blog, Buyer Persona Canvas, Buyer Persona Development, Buyer Personas, Buying Cycle, Buying Process, Chief Marketing Officer, Chief Sales Officer, Content Marketing, Content Strategy, Critical Path to Purchase, Customer-Centric, Market Leadership, MArket Research / By

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 …

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Are You Treating the 57% of the Buyer Journey Statistic As Gospel?

3 Comments / Buyer Decision Model, Buyer Insight, Buyer Journey, Buyer Persona, Buyer Persona Blog, Buyer Persona Canvas, Buyer Persona Development, Buyer Personas, Buying Behavior, Buying Cycle, Buying Process, Chief Marketing Officer, Chief Sales Officer, CMO, Company Persona, Content Marketing, Critical Path to Purchase, CSO, Customer Journey, Ideal Buyer Persona, Ideal Company Persona, Persona buying Cycle / By

I was inspired to write this article after reading Megan Heuer’s article entitled Three Myths of the 67% Statistic.  Megan is Vice President and Group Director, Data-Driven Marketing at SiriusDecisions.  It is a good read.   I am happy to see SiriusDecision make a commentary on their statistic regarding the buying journey.  As Megan points out, …

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How Well Do You Know Your Ideal Company Persona? (4 Ways You Can Know)

14 Comments / Buyer Decision Model, Buyer Insight, Buyer Persona, Buyer Persona Blog, Buyer Persona Canvas, Buyer Persona Development, Buyer Personas, Buyer Value Model, Buying Behavior, Buying Cycle, Buying Process, Chief Marketing Officer, Chief Sales Officer, CMO, Company Persona, Content Marketing, Content Strategy, CSO, Customer Journey, Ideal Buyer Persona, Ideal Company Persona, Market Leader, Market Leadership, MArket Research, Qualitative Research / By

The concept of targeting companies has been around for a long time.  Opportunity pipelines usually consist of company names.  Sales automation typically has started out with creating a company account name.  Knowing which companies to target has been the lifeblood for B2B Sales for decades. This approach, however, is starting to become like trying to …

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5 Steps B2B Chief Sales Officers Must Take To Survive The B2B Buyer Revolution

6 Comments / Buyer Foresight, Buyer Insight, Buyer Persona, Buyer Persona Blog, Buyer Persona Canvas, Buyer Persona Development, Buyer Personas, Buying Behavior, Buying Cycle, Buying Process, Chief Sales Officer, Critical Path to Purchase, CSO, Customer Journey, Persona buying Cycle / By

For tenured B2B Chief Sales Officers, the world of sales – as they know it – is undergoing its most dramatic disruption in the last 50 years.  What worked before no longer works now.  Sales organizations are under constant assault by both internal forces and buyers.  The demands and expectations of buyers and internal leaders …

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