Tagged 'buyer persona marketing'

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 To Get To Know The New SMB Buyer

Posted by Tony Zambito on April 18th, 2012 at 1:47 pm

This is part 2 of a series on the challenge of targeting SMB markets and how the use of buyer modeling and buyer-based marketing help organizations to grow their SMB customer base.

In the first article of this series, we visited two new realities. One, that many Fortune 1000 and Global 2000 organizations are turning a focused eye towards growing their SMB customer and revenue base. With revenue growth potential shrinking in larger strategic accounts due to budget and pricing pressures, many are dedicating attention and resources with more determination than in the past. The second reality is that they are finding a very different buyer this time around than in the past. Simply put, SMB buyers are more social, more sophisticated, more connected, and are transforming their buying behaviors at an accelerated pace. New technologies opening their world to advantages only once afforded to large enterprises.
Waking up to these new realities has set up another challenge for executive leaders. That is of how to get to know the new SMB buyer. Here’s how one sales executive put this to me recently:
“One of the things we realized is that we have got to... Read more

3 Ways To Connect With Today’s B2B Buyers

Posted by Tony Zambito on March 28th, 2012 at 8:50 am

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This is part 4 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.

Connecting with today’s B2B buyers is on the minds of most CEO’s and their teams today. Not too long ago, reaching and connecting with B2B buyers was a straight forward proposition. Depending on surveys from such sources as IDC, IDG Connect, DemandGen Report, Forrester, and more, we know that buyers are remaining invisible to B2B businesses and spend only a quarter of their time talking directly to sales when making purchase decisions. The idea of connecting to B2B buyers has gone from straight forward to major league complex.

There are plenty of debates regarding the best tactical means to connect with B2B buyers. The effectiveness of these tactical means, as reported by once again the likes of IDC and etc., show that many B2B leaders believe these tactical efforts such as content marketing and marketing automation may only be effective about a quarter of the time. It does represent a big gap and it begs for a rephrasing of the challenge – this... Read more

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

The Single Buyer Model: A Dangerous Road Towards Competitive B2B Marketing

Posted by Tony Zambito on March 9th, 2012 at 1:23 pm

Many B2B Marketers today are faced with the daunting tasks of connecting with buyers in new ways and using new mediums that are still in infancy. New tactical approaches have been introduced at a rapid rate and some old ideas re-purposed with new labels – all in an effort to find the ever flowing fountain of gaining buyer attention. The shelf-life expectancy of some of the new approaches is yet to be known; making investment and resource decisions for leaders in B2B Marketing a road filled with risks. For many of these new approaches, the foundation of thinking is still directed towards the single buyer model that has been the standard way of thinking for several decades.
Evidence is building that the standardized focus on a single buyer model has major disadvantages: depictions have lacked in the reality of the real world today, they are narrowly focused on messaging to one buyer or role, it is an over simplification of marketing and selling to a buyer, they are created with little research, and are routinely ignored by selling teams today. These disadvantages are overshadowing the higher-cost and dangers of the single buyer model used in ways where... Read more