Tagged 'buyer journey'

5 Buying Behaviors of the Persona Buying Cycle

Posted by Tony Zambito on May 9th, 2013 at 10:27 am

“It is good to have an end to journey toward; but it is the journey that matters, in the end.”
― Ernest Hemmingway
The concept of buyer personas, as a means for understanding buyers, has been around now for over a decade.  It is an understatement to say many things have changed in the world of buying and selling since their beginning.
We have witnessed the changing dynamics of the buyer-seller relationship. The dynamics I refer to are buying behaviors and buyer goals.  On the other side of the coin, we see marketing and sales making attempts to adapt.  The concepts of content marketing, lead nurturing, insight-based selling, customer experience, and brand management emphasized.  These practices have been introduced as gateways to connecting with buyers in the new digital age.
Adapting to New Realities
Personas, at their core, were introduced as a tool to communicate the goals and behaviors of users and buyers.  Specifically for informing strategies related to product design and marketing to buyers.  For B2B Marketing and Sales, a clearer picture has begun to emerge around the goals and behaviors of buyers.  Yet, there are many more miles to go.  My endeavor and work with organizations over the past decade lead me to... Read more

When Did You Last Map the Buying Process of Your Customers?

Posted by Tony Zambito on August 5th, 2012 at 10:19 am

Are the buying process maps of how your customers buy out of date? If so, this can impact the success of how and where you allocate resources:

How do we generate more leads?
How do we acquire more customers?
How do we message to our customers?
How do we improve our brand?

A tool to focus your limited resources in the highest impact area(s) is to map the customer’s buying process to identify gaps.
Are You Behind the Curve of Buyer Evolution?
Recent surveys, such as the one conducted by CEB’s Sales Executive Council in 2011, show that more than 50-60% of the buying process is being conducted without the help of a sales representative. It’s a fact that buyers have radically changed their buying behavior. This must be tied to execution changes in both marketing and sales. The rise of demand generation, inbound marketing, and content marketing have been marketing responses to connect with a new informed buyer. You can learn more about what research has revealed on rapidly changing buying behaviors and how your peers are allocating resources here.
Have We Considered These Recent Developments?

Is the buying process changing at a more rapid pace than the needed adaptations in marketing?
Who makes... Read more

Grow SMB Revenues With Buyer-Based Marketing

Posted by Tony Zambito on April 30th, 2012 at 5:49 am

This is part 3 of a series on the challenge of targeting SMB markets and how the use of buyer-based modeling and buyer-based marketing help organizations to grow their SMB customer base.
The sheer size of the SMB makes for a daunting task for any organization intent on marketing to the SMB segment. When you consider some Fortune 1000 or Global 2000 organizations can have in the 10’s or 100’s of thousands of companies in their customer bases, the expression of zeroing in on your target buyer can sound near impossible. It is a dilemma however that cannot be ignored. The U.S. Small business Administration estimates that the SMB segment accounts for better than 98% of all businesses in the United States.
In the previous article in this series, How To Get To Know The New SMB Buyer, I touched upon the means to get to know the SMB buyer. Marketing to the SMB segment and buyers should first start with visiting the segmentation issue a little deeper. There have been many means tried for SMB segmentation whether it is by size, type, vertical, products, solutions, and etc. To some degree, they have helped to... 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

Importance of Context to Understanding the New Social Buyer Persona

Posted by Tony Zambito on May 9th, 2011 at 7:06 am

Image via Wikipedia
One of the major outcomes of the recent advances in the social age is the resurgence of contextually-based persona development and its’ role in helping to inform as well as shape strategy.  This is especially true when you consider there are several important strategic areas evolving at a rapid pace. These strategy areas include content strategy, social marketing, marketing automation, social selling, demand generation, and buyer experience marketing.  Obtaining contextual understanding of the new social buyer persona will be a key element of formulating strategies that are successful and embraced by buyers.
What is Context?
Context is essential to understanding but what does it really mean?  I like these two definitions from businessdictionary.com for starters:

Background, environment, framework, setting, or situation surrounding an event or occurrence
Circumstances under which a document was created, including its function, purpose, use, time, the creator, and the recipient.

The first definition points to reaching an understanding of the behavioral framework that surrounds the new social buyer persona.  The second indicates that content strategy and content marketing, to be successful, will need a robust understanding of “circumstances” contextually in order to affect buyer interaction.
Since the mid-1990’s, the meaning of context was extended to focus on the understanding of... Read more