Tagged 'B2B Sales'

5 Buyer Behaviors Reshaping B2B Marketing

Posted by Tony Zambito on May 23rd, 2013 at 1:24 pm

One thing we can count on is by the time you have finished reading this buying behavior may have been altered one again.  Changes in buyer behaviors continue unabated.  This is making it difficult for marketing and sales leaders to plan the right mix of strategies and tactics resulting in a winning formula.
5 Buyer Behaviors B2B Marketing Must Keep An Eye On
New buying behaviors means B2B marketers have to become more responsive today.  Creating nimble organizations and improving knowledge in buyer understanding.  Here are ways buyer behavior will continue to reshape marketing:
Buyers Embrace Collaboration
Social and digital technologies has allowed for progress in the area of collaboration.  Meaning the sphere of influence and interaction not only has widened but increased.  Old ideas about roles on buying teams are being shattered as we speak.  The era of collaborative buyer networks has arrived.  We now have to consider internal as well as external members of collaborative networks impacting decision-making.
Buyers Want Co-Creation
Collaborative networks are fostering a new environment for co-creating products, services, and for solving problems.  This new development will put pressure on B2B organizations to get in line with flexible products and services which allow buyers to play an active role in co-creating.  Buyers... Read more

Your Top Priority Is Growing The SMB Revenue Base – Now What?

Posted by Tony Zambito on April 16th, 2012 at 8:35 am

This is part 1 of a series on the challenge of targeting SMB markets and how the use of target buyer modeling and buyer-based marketing help organizations to grow their SMB customer base.
As we continue to come out of the deep freeze over the last few years, we are beginning to see encouraging signs of an economic recovery. However, the purse strings are still drawn tight and new patterns of buying has created an atmosphere of even more exacting pricing pressures from enterprise-wide level buyers and accounts. This means less room for revenue growth to come directly from the fabled 20-30 percent of large customers who typically have made up 70-80 percent of total revenues. This is how a VP of Sales in the software industry put it to me recently in my research:
“Here is what it looks like…we are actually selling more of our product into our larger accounts than ever before….but…over the last three years we've faced stiffer competition that has driven our pricing down. So the net-net has been that we are just holding on as best we can to these larger accounts. Another words, we are not getting significant real... Read more

4 Ways the Power of Buyer Choice Will Transform Business Marketing

Posted by Tony Zambito on April 5th, 2012 at 3:25 pm

This is part 5 and final article of a limited series on why buyer choice modeling is the new view B2B Business must adopt to improve revenue performance and develop long lasting relationships with buyers.
How buyers make choices today, in large part driven by empowering new technologies, will transform how B2B businesses will view buyers as well as redefine what is meant by business marketing. The rigid funnel will no longer serve as a workable means of communicating unique views of buyers and their buying behaviors. This not to say that buyer processes, stages, and steps are no longer relevant but to highlight that buyers today no longer make choices neatly in the paradigm of the funnel. A rigid funnel view, whether it is drawn up horizontal or vertical, cannot provide the orbital view of choices being made continuously.
There are four ways that new buyer choice dynamics will transform the practice of business marketing and alter the view of what practices are relevant:
Predictive Buyer Modeling And Intelligence
As we covered, many B2B businesses are wrestling with the unknown and the invisible. B2B buyers are remaining invisible in their behaviors associated with exploring as well as establishing... Read more

3 Ways To Connect With Today’s B2B Buyers

Posted by Tony Zambito on March 28th, 2012 at 8:50 am

Image via Wikipedia

This is part 4 of a limited series on why buyer choice modeling is the new view B2B Business must adopt to improve revenue performance and develop long lasting relationships with buyers.

Connecting with today’s B2B buyers is on the minds of most CEO’s and their teams today. Not too long ago, reaching and connecting with B2B buyers was a straight forward proposition. Depending on surveys from such sources as IDC, IDG Connect, DemandGen Report, Forrester, and more, we know that buyers are remaining invisible to B2B businesses and spend only a quarter of their time talking directly to sales when making purchase decisions. The idea of connecting to B2B buyers has gone from straight forward to major league complex.

There are plenty of debates regarding the best tactical means to connect with B2B buyers. The effectiveness of these tactical means, as reported by once again the likes of IDC and etc., show that many B2B leaders believe these tactical efforts such as content marketing and marketing automation may only be effective about a quarter of the time. It does represent a big gap and it begs for a rephrasing of the challenge – this... Read more

5 Ways New Buyer Behaviors Are Impacting B2B Sales

Posted by Tony Zambito on February 2nd, 2012 at 7:39 am

For many in B2B sales, from senior leaders to sales representatives, it may be a discouraging time. If you follow conventional and social media closely, the storied demise of sales has been told many times. You probably could buy a few lunches if you collected a dollar for every time you heard that buyers are in control and don’t need sales. To you, this sentiment seems like it is taking on mythical proportions. I am not so sure. If I ask myself three simple questions, I think my answers are clear:
Have buyers changed? Answer: Yes
Does B2B Sales need to change? Answer: Yes
Will buyers still require the assistance of B2B Sales? Answer: Yes
I suspect many of you will answer the same way. B2B Sales will continue to matter very much and it will go through periods of redefinitions and transformations over the next few years. Although, in the Social Age, it may seem that people want to be devoid of actual interactions with others in such buying settings, I for one believe buyers are actually seeking more. However, more of what has not defined interactions and relationships in... Read more