Tagged 'Buyer'

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

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

Buyerology Trend: Think Demand Fulfillment vs. Demand Generation

Posted by Tony Zambito on December 22nd, 2011 at 10:53 am

This is the third article looking at buyer trends that will influence marketing and sales in the near and foreseeable future.  The two previous articles looked at the future of experience creation and the rise of BIG insight.  This article looks at how buyers are seeking fulfillment in their efforts to achieve goals and what this means to the future of demand generation.  (Image by Kenny Madden © All rights reserved)
Buyer Trend: On A Quest to Be Demand Fulfilled
The conventional as well as social buyers of today can be said to be on a quest to have their demands fulfilled.  Demand being, for the purpose of this article, the catchall phrase to represent a buyer’s desire to have their goals realized, challenges met, problems solved, and concerns alleviated.  What the convergence of the Internet and the Social Age has proffered is the ability for buyers to chart the quest for meeting their demands with much more control, participation, and engagement than in any time in history.
The significant buyer trend of the past decade has become the blinding obvious – we know that buyers are self-directing 70% to 80% of their own buying process.  This trend is profoundly changing the landscape... Read more

Buyerology Trend: Think BIG Insights vs. BIG Data

Posted by Tony Zambito on December 20th, 2011 at 2:26 pm

This is the second in a series of articles planned on looking at buyer trends that will influence marketing and sales in the near and foreseeable future.  This article looks at how understanding today’s conventional and social buyers takes BIG Insights versus BIG Data
Buyer Trend: Buyer Behavior Changing Rapidly and Buyers Are Saying – Get Me Please!
Evident over the past two years are monumental shifts that are occurring in buyer behavior.  We’ve seen buyers entering the buying stages in unpredictable ways and deferring direct interactions further down the buying process.  There have been generational differences noted between the rise of the younger social buyer as well as hybrid behaviors of traditional buyers.  Buyers at first seemingly consuming information at a rabid thirst pace while other buyer groups demonstrating content fatigue and rejecting content outright.
Rather than rehash the mountain of information that can be found about what buyers are exhibiting, suffice to say that buyers are adapting, changing, evolving, and developing new processes along the way.  We know, to a degree, what buyers are doing.  And data-driven marketing and BIG data has become BIG business to tell us what buyers are doing.
In the past two plus years, we are seeing a... Read more