Tagged 'buyer experience marketing'

Turn B2B Buying Into a Social Experience

Posted by Tony Zambito on June 14th, 2011 at 12:36 pm

Image via Wikipedia
B2B marketing and sales has lived in a neat framework centered on the purchase transaction.  In some industries and marketplaces, this purchase transaction has been fairly straight forward.  In others, there has been a mix of complex buying and selling cycles put into play to ultimately reach a purchase transaction.  That is, until now.  These days are certainly the best of times and could be the worst of times.  The key lies in how well you and your organization are responding to the most transformative changes in B2B buying we’ve seen in several decades at least.
B2B buyers are increasingly thinking less in terms of a transaction and more about the experience.  In essence, this transformation is creating a mandate for B2B companies to adjust their approach to marketing and sales accordingly.  It requires evaluating what approaches align with today’s social buyer personas and what spend should be devoted to providing a social experience.  A key to aligning with today’s B2B buyers is to learn as much as you can about the buyer journey that is unique to your segments, marketplaces, and buyer personas.  By doing so, a B2B organization can learn about the potential interactions social buyers desire... Read more

Creating Scenarios About Your Social Buyer Persona

Posted by Tony Zambito on May 12th, 2011 at 4:49 am

Image by jasoneppink via Flickr
Story telling has obviously been around for a long, long, long time.  What is new is that story telling is beginning to gain acceptance as a planning tool for strategies focused on buyer experience interactions and understanding the social buyer persona.  In the design of products as well as in experience design, stories presented as scenarios began to appear in the mid to late 90’s as a way of imagining the usage of products in a contextual environment.  As we enter the social age, scenarios that tell stories can help shape strategies as well as guide organizational understanding of how to interact with the social buyer persona.
Scenarios that contain robust narratives can be very effective in describing as well as imagining the buyer’s interaction with a company’s touchpoints – be they in-person, telephonically, or socially.    What we are witnessing today is that the social buyer persona has available to them more interaction points through social technology.  As a result, the demand as well as requirements for traditional and social interaction is increasing on the part of buyers.
All good stories have good context as well as good narratives.  Whether it is novels or non-fiction, we are swept... Read more

Engage the Social Buyer Persona

Posted by Tony Zambito on May 4th, 2011 at 7:14 am

Image by Maria Reyes-McDavis via Flickr
When the term “engage” is used in a business context, there can be a tendency to think of engaging as an act we do to others.  As in we are engaging the buyer in the buying process for example.  The representation is still that the seller is in control and is engaging the buyer.  The buyer being the object of engaging.  In the new social age, engaging is taking on a whole new meaning.
The underpinning of a new meaning being that of the social buyer “chooses” to engage – as in the buyer chose to engage with ABC Industries.  This subtle difference can actually be the rock that sends out ripples of influence to other social buyers in the sea of social networks.  A key component for engaging the social buyer persona is that an organization today must offer avenues of engagements that buyers choose.  A company’s engagement strategy should be built on three solid foundations:

The first is having an outside-in perspective on engagement with buyers.  Adopting a view that buyers today choose the types and levels of engaging that are available to them.
The second is attaining the requisite qualitative buyer insight into not only... Read more

The Link Between Lead Nurturing and Buyer Experience Marketing

Posted by Tony Zambito on April 28th, 2011 at 10:45 am

The new buyer experience economy has resulted in shifting the economic value of many sales and marketing tactics over the past couple of years. One approach whose value is on the rise is that of Lead Nurturing. It’s no wonder why – we have seen major alterations of buyer behavior and buying patterns with technology enabling more buyer control over the majority of the buying cycle process. This makes nurturing a key element of preventing buyers from disengaging from the buying cycle.

The approach taken towards lead nurturing could make a huge difference. With the concept of lead nurturing still in many respects a new one, companies are struggling on exactly what to do and perhaps how to implement lead nurturing. A most common approach, of what can be referred to as “picking and choosing” activities, may actually be hindering the further evolution of lead nurturing. Here are just a few reasons why:

The Design of Content Marketing

Posted by Tony Zambito on April 6th, 2011 at 6:48 am

Image by neonihil via Flickr
Content marketing has become more and more part of the planning dialogue for organizations as the digital age continues to mature.  The concept of content marketing recognizes the growing importance of content to move buyers and consumers towards an action such as a decision, purchase, subscription, and enrollment.  Undoubtedly, the proliferation of the varietal forms and media of content that has arisen in the digital age has helped position content marketing as the overarching term to fit these new formats into an understandable phrase, idea, and concept.
What is becoming more evident each year is that organizations need to move from thinking about which forms and media to use to employing experience design thinking into content creation.  While experience design has its’ roots in product design and later with customer experience, there are crossover applied principles that can be beneficial to the emerging field of content marketing.  What I believe content marketers need to be careful with is taking the term Marketing or Marketer too literally.  What I mean by this is that if content creation is done solely through marketing thinking, it can be hard to stop the inertia of that rolling boulder buyers refer to as... Read more