Tagged 'business buyergraphics'

Revenue Growth by Choice and The Buyer Orbit

Posted by Tony Zambito on March 21st, 2012 at 12:56 pm

This is part 2 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.
Growth is getting harder and harder to come by. With this comes the realization that some of the embedded thinking about how to reach and market to buyers are not working well. In part 1 of this series we looked at how the funnel is facing a slow death and the limitations of so called funnel thinking. We are entering a new era of the buyer. Buyer behaviors are shifting yet we know only a fraction about this shift. One emerging insight is that of buyer choice. Simply stated, buyers are making multiple choices prior to as well as well after buying decisions.
Buyers Have Many Options. The floodgates have opened on channels, social media, old media, the Internet, and countless other ways to interact, explore, retrieve, and digest information in this new era of the buyer. With countless options available, buyers are making choices on where to start their exploring.
The Buyer At The Center Of Strategy, Marketing, And Sales. ... Read more

As The World Churns For CMO’s

Posted by Tony Zambito on March 15th, 2012 at 8:08 am

The good news is that CMO tenure continues to rise. Spencer Stuart, the executive search consulting firm, in their study released early last year reported that average tenure rose to 42 months. Up from 35 months two years ago and up from 27 months in 2007. The bad news is that the CMO position still churns and remains one of the riskiest positions in corporate business. Additional bad news is that the rise is largely due to economic instability and CEO’s desire to stay the course during uncertain times according to Spencer Stuart. Not the best reason for a rise but nevertheless it presents opportunities for CMO’s to succeed in longer tenures.
Economic instability and uncertainty will remain constant variables I believe for the next two years. Compounding the complexity for CMO’s is the state of the buyer. Or, a better expression may be - the ever changing and unsettled state of the buyer. CMO’s can and should play an instrumental role in leading organizations out of economic instability and providing a clear picture of the state of their company’s buyers. There are several guiding ideas that CMO’s can consider to ensure... Read more

How B2B Leaders Are Understanding Buyers Better With Behavioral Buyergraphics

Posted by Tony Zambito on February 14th, 2012 at 10:43 am

B2B Buying Process Today © All rights reserved by Kenny Madden

In the business-to-business world, the quest to connect with decision-makers has been and most likely will continue to be the main challenge confronting B2B leaders. Meeting this challenge successfully is the essential lifeblood of survival for many B2B companies. While today’s continuing convergence of the Internet, social technologies, and Enterprise 2.0 platforms are increasing B2B visibility like never before, connecting with buyers and decision-makers is becoming increasingly elusive.

For decades, B2B sales and marketing has relied on business information of the likes of Hoovers, Dun & Bradstreet, and others. They provide the critical view of market segments and the companies that fall within those markets. Business information also plays a role in providing B2B with a level of company profiles and firmographics data about organizations within markets. Business information services also serve a valuable role in drilling down to help with contact information, such as newcomer Netprospex, to provide B2B with potential decision-makers they can reach. On the other end of the business information spectrum, B2B leaders have relied on business and market research reports that help them understand strategically trends in markets and how... Read more