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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
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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
Tags: b2b marketing, Buyer, buyer experience marketing, buyer insight, buyer interaction, buyer persona, buyer personas, buyer research, content marketing, content strategy, contextual inquiry, customer inisght, customer research, Goal Centric, narrative, Non-fiction, Persona, qualitative research, Salesforce.com, scenarios, Social Age, social buyer persona, Social Media, Social technology, Storytelling, Tony Zambito
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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
Tags: Business-to-business, Buyer, buyer experience, buyer experience marketing, buyer insight, buyer persona, buyer personas, engagement, Facebook, Goal Centric, marketing, online communities, search engine optimization, services, social buyer persona, social marketing, Social Media, social media marketing, Social Network, Tony Zambito
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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:
Tags: Buyer, buyer behavior, buyer experience, buyer experience marketing, buyer insight, buyer persona, buyer persona development, buyer personas, content marketing, demand generation, goal centric. buyer persona insight, Internet marketing, Lead, lead generation, lead nurturing, marketing, Marketing and Advertising, revenue performance management, Sales, sales enablement, Sales lead, Salesforce.com, Social Media, Tony Zambito
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