Tagged 'buyer strategy'

Channeling Buyer-Based Experiences in SMB

Posted by Tony Zambito on May 8th, 2012 at 10:56 am

This is part 4 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.
When it comes to the SMB segment and the multiple sub-markets, it is just a plain fact that you cannot be everywhere. We addressed the segmentation thought process crucial for buyer-based marketing to the SMB segment in the previous article, Grow SMB Revenues With Buyer-Based Marketing, as a means to know where to have a presence. Therein lays the new buyer realities of today. Having a presence that creates a gravitational pull of SMB buyers towards your organization is the new realty of mastering the SMB challenge.
SMB marketing and sales began to become more than just an afterthought in the early ‘90’s through the early 2000's. Considerable investments were made in establishing inside sales organizations and in outbound marketing activities specifically to reach the SMB base of customers and prospective buyers. Newly created inside sales organizations endured the trials and tribulations of field sales entrenched infrastructure as well as the ownership battle of the mid-size customer gray area. Marketing discovered that outbound... 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

Your Top Priority Is Growing The SMB Revenue Base – Now What?

Posted by Tony Zambito on April 16th, 2012 at 8:35 am

This is part 1 of a series on the challenge of targeting SMB markets and how the use of target buyer modeling and buyer-based marketing help organizations to grow their SMB customer base.
As we continue to come out of the deep freeze over the last few years, we are beginning to see encouraging signs of an economic recovery. However, the purse strings are still drawn tight and new patterns of buying has created an atmosphere of even more exacting pricing pressures from enterprise-wide level buyers and accounts. This means less room for revenue growth to come directly from the fabled 20-30 percent of large customers who typically have made up 70-80 percent of total revenues. This is how a VP of Sales in the software industry put it to me recently in my research:
“Here is what it looks like…we are actually selling more of our product into our larger accounts than ever before….but…over the last three years we've faced stiffer competition that has driven our pricing down. So the net-net has been that we are just holding on as best we can to these larger accounts. Another words, we are not getting significant real... 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

How B2B Leaders Respond to the Psychology of Buyer Choice

Posted by Tony Zambito on March 26th, 2012 at 9:30 am

This is part 3 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.
When it comes to understanding the psychology of the buyer, much has been done in the world of B2C to get inside the mind of consumers to understand buying choices and preferences. For B2B, it has been harder to translate B2C research dynamics into ways that would make the psychology of B2B buyers more readily understood. However, what we do know is that there is an increasing consumerization effect happening in B2B buying whereby B2B buyers have the same desires for more experiential purchasing as opposed to a heavy emphasis on sterile transactions.
In part 2 of this series, I discussed the Buyer Orbit and the elements of the Buyer Choice Model. Each of these now filled with more psychological aspects related to why B2B buyers buy. This comes with many implications for B2B leaders to not only understand new buyer psychology but to also shift business models, operations, strategies, and interactions that transforms the way they connect with B2B buyers. In part 3,... Read more