Tagged 'Business-to-business'

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

5 Ways New Buyer Behaviors Will Affect B2B Marketers in 2012

Posted by Tony Zambito on January 26th, 2012 at 9:42 am

Changes in buyer behaviors continue to march on as new social technologies take root into the mainstream of B2B businesses. Uncertainty on how best to understand buyers today as well as engage buyers is on top of the list for many B2B organizations as they look ahead to 2012 and beyond. During the past two years, we’ve seen new tactical attempts come and go while some are sticking. With clear determination of changes in buyer behavior remaining elusive, B2B organizations are struggling to find the right mix of buyer strategies and tactics that result in a winning formula. Looking ahead, more and more B2B organizations will seek to find a formula that works specifically for them. (Image "Breathe the sames air as your prospects/customers" by Kenny Madden © All rights reserved)
5 Ways B2B Marketers Are Affected
New buyer behaviors means B2B organizations have to rethink many of their existing ways of engaging B2b buyers today. This is certainly problematic when rethinking often entails looking at such building blocks as strategy, tactics, systems, and infrastructure. Let’s take a look at new buyer behaviors and how they are affecting B2B Marketers (note – when using... Read more

Experiential Buying Behavior Takes B2B Center Stage

Posted by Tony Zambito on October 28th, 2011 at 10:09 am

Image by davidking via Flickr
In my previous article, Enhance the Buyer Experience with Intelligent Engagement, I referenced a trend I called Experiential Buying.  Buyer behaviors in B2B marketplaces are shifting tremendously towards more holistic experiential expectations that defy the conventional straight re-buy, modified re-buy, and new buy behaviors of the past.  Buyer expectations have increased with regards to the experiences they undergo as well as desire.
In simplistic generalities, we can take a view of two experience categories that B2B buyers may seek:
Self-Enabled Buying
In this situation, a buyer may want to experience a re-buy that reaffirms his or her decision to continue a relationship.  Even in modified re-buy situations, the buyer may be looking for an experience where they can perform the modifications themselves.  The difference in the modern social age is that buyer expectations have changed.  If companies have not adapted their businesses to enhanced online and social capabilities, they may very well be placing artificial barriers in front of their buyers who are seeking an entirely different straight re-buy or modified re-buy experience than in the past.  As consumer-like experiences become more desired in business marketplaces, companies will need to rethink many aspects of their sales and service... Read more

Enhance the Buyer Experience with Intelligent Engagement

Posted by Tony Zambito on October 26th, 2011 at 8:15 am

Image via Wikipedia
One particular trend I have noticed this year, in participant observations with B2B buyers, is the movement towards what I would label Intelligent Engagement.  I referenced this in my previous article whereby I questioned the phrase Reach and Engage in contrast to Listen and Engage.  Simply stated, B2B buyers are learning at an increasing rate how to decipher meaningful, relevant, intelligent, and engaging content from the fire hose that is now marketed to them.  What we are seeing is a shift in buyer behavior from that of trying to drink from the fire hose to that of selectively choosing Intelligent Engagement.  Closely correlated to social media fatigue, B2B buyers are looking for a garden hose and not a fire hose.
The field of content strategy and content marketing is still relatively new.  However, it faces significant challenges just as it begins to solidify into a publisher mode of practice.  The challenge is that B2B buyer behavior may already be moving beyond the publishing context to a new expectation of Intelligent Engagement.  This is presenting an enormous challenge for strategists and marketers to learn how to establish “built-in” engagement that is intelligent as opposed to being the mere presence of a... Read more

The Ascent of the Social Buyer

Posted by Tony Zambito on October 4th, 2011 at 11:46 am

Image via Wikipedia
While we've seen the rise of the social consumer in the past two years reshape the concept of social currency, we are witnessing the ascent of the social buyer embracing social commerce.  The B2B buyer continues to ascend and advance in the use of social technologies, networks, and commerce that are radically changing the notion of business as usual.  We are seeing the birth of a new era in B2B commerce that is more social, more connected, and more humanized.
The B2B buyer, for decades, has engaged in primarily offline buying activities.  With the advent of the Internet, we began to see the first shifts in online buyer behaviors influencing how plans and decisions were made in a B2B context.  As the constant motion of the social age evolves, offline and online buying activities are blending into a myriad of new buying behaviors that are yet to be defined clearly.  Like a lens, we are still trying to focus the picture on seeing clearing today as well as into the future how these new social buying behaviors will change B2B commerce as we know it.
A New Social Engagement Index
One of the more interesting developments in the ascent of the... Read more