The transformation to a digital economy has shifted behaviors considerably in the past decade. Meaning marketers today must account for how to adapt to behavioral shifts caused by the omnipresence of digital and online information. As a for instance, people today have no more than a 7 to 10-second span of attention when online. Even …
Why Context Is More Important Than Content In Marketing Read More »
Sometimes more is truly less. When it comes to the state of B2B content marketing and engagement, this proverb is on the mark. According to a recent study by Track Maven, one among a few on this topic, shows both B2B and B2C marketers have increased their publishing of content in 2015 by as much …
Is B2B Content Engagement Heading In The Wrong Direction? Read More »
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.” …
How B2B CMOs Can Achieve Customer-Centric Marketing With Buyer Personas Read More »
Customer loyalty continues to be a top-of-mind concern for CEOs, as studies and surveys from the likes of IBM and others have shown. During the past decade or more, we have seen the use of customer satisfaction surveys, Net Promoter Score, and the rise in customer experience as means for gauging customer loyalty. The central …
Staying Relevant In An Era Of Disruption And Elusive Customer Loyalty Read More »
Market behavior, in its most simplistic form, is about buying and selling. As simplistic as it may appear, market behaviors are filled with complex goal-directed behaviors, activities, and choices that ultimately drive buying and selling. Thus, the imperative for marketers today becomes getting a handle on how buyers do three related things: How do buyers …
The calendar is usually full. Exercise coming from jogging from one meeting to the next. Engrossed in the daily demands for time and being in the moment of now. The now being a crisis or a looming project deadline. The gnawing feeling of something being missed about customers and buyers never going away. The world …
3 CMO Signals For Sensing Shifts In Buyer Decision Behaviors Read More »
The complexities of the evolving and robust global digital economy are introducing new sets of goals and problems for B2B organizations. Long-tenured B2B companies are seeking ways to adapt and to remain sustainable. While nimble and digital technology savvy firms are either grabbing larger chunks of market share at a faster rate or are creating …
The 3 Types Of Buying Scenarios Every B2B CMO Must Know Read More »
Product centricity is still kicking dust up in the perfect storm of changing buyer behaviors and transforming digital technologies. The dust up so thick, most organizations believe they may be responding to this perfect storm, yet, everything they do does scream products. A good case in point is what organizations believe they need to do …
Intervention: Buyer Personas Are Not A Product Requirements Document Read More »
In the post-WW II decades through the 1990’s – and for many into the 2000’s, the business and world economy was focused on the mass “push-down” economic model. In simplistic terms, B2B was predicated on mass production and how many mass-produced products can be sold through marketing, sales, and distribution. Fortunes rose or fell based on whether B2B …
Marketing leaders are in continual pursuit to understand customers and buyers. At the same time, they are now being looked at to bring understanding of customers to bear on almost all facets of business operations. According to a recent IBM CEO Study, CMO’s are increasingly gaining the attention of CEO’s. Whereby marketing is seen as a …
How Marketing Leaders Can Lead With Strategic Customer Narratives Read More »
