Tagged 'buying process'

5 Ways New Buyer Behaviors Will Affect B2B Marketers in 2012

Posted by Tony Zambito on January 26th, 2012 at 9:42 am

Changes in buyer behaviors continue to march on as new social technologies take root into the mainstream of B2B businesses. Uncertainty on how best to understand buyers today as well as engage buyers is on top of the list for many B2B organizations as they look ahead to 2012 and beyond. During the past two years, we’ve seen new tactical attempts come and go while some are sticking. With clear determination of changes in buyer behavior remaining elusive, B2B organizations are struggling to find the right mix of buyer strategies and tactics that result in a winning formula. Looking ahead, more and more B2B organizations will seek to find a formula that works specifically for them. (Image "Breathe the sames air as your prospects/customers" by Kenny Madden © All rights reserved)
5 Ways B2B Marketers Are Affected
New buyer behaviors means B2B organizations have to rethink many of their existing ways of engaging B2b buyers today. This is certainly problematic when rethinking often entails looking at such building blocks as strategy, tactics, systems, and infrastructure. Let’s take a look at new buyer behaviors and how they are affecting B2B Marketers (note – when using... Read more

Are You Still Selling Like It’s 1999? (Or Have You Adapted To New Buyer Behavior?)

Posted by Tony Zambito on December 5th, 2011 at 6:11 am

Image by Dallas1200am via Flickr
As we’ve entered into a new decade with new web and social technologies continuing to advance at warp speed, new buyer behaviors continue to emerge.  Some new buyer behaviors, such as informational search, are no longer emerging but have crossed over into accepted reality.  With other new buyer behaviors, such as those related to social influence, we are only getting a glimpse of at this moment in time.  The given in the current state of B2B marketing and sales is that buyer behavior and complex buying processes have changed.
One of the toughest challenges in the past few years has been to figure out how to respond to these changes.  One place to start is for executives to ask a bold question: are we still selling like it’s 1999?  An especially valid question for companies that have traditionally been sales driven and the dominance of a sales culture has reigned for several decades.  Companies have changed and responded - but have the changes been more cosmetically enhancing or truly systemic in nature?  I think there is a big difference and let’s look at a few important areas:
Budgeting
Let’s start with the money trail.  Has the proportion of budgets... Read more

Buyer Perceived Value (BPV) Scorecard: Qualifying and Quantifying Value

Posted by Tony Zambito on November 8th, 2011 at 10:12 am

Image by J. McPherskesen via Flickr
As a follow-up to the article Influence of Buyer Perceived Value (BPV) on Buyer Behaviors and Decisions, offered is a perspective on how to implement a scorecard approach.  The Buyer Perceived Value (BPV) Scorecard™ combines both a qualitative as well as a quantitative approach to understanding the influence of buyer values.  An important disclaimer here is that there have been many scorecard approaches for measuring customer value over the past two decades.  My point is not to endorse any particular one but to endorse the notion that values are rapidly changing and that buyer perceived value is critical to understanding buyer behavior.  The understanding of buyer behavior is the central focal point of Buyerology© and understanding Buyer Perceived Value (BPV)™ is one key aspect.
Before jumping into a quantitative approach, it is important to emphasize the need for reaching an understanding of Buyer Perceived Value (BPV) qualitatively.  Perceived values are changing rapidly and will continue to do so as new buyer behaviors are formed – changes driven by the introduction of new technologies and business models.  Multiple and varietal forms of qualitative methods help to provide a unique articulation of value criteria that buyers may formalize... Read more

Influence of Buyer Perceived Value (BPV) on Buyer Behavior and Decisions

Posted by Tony Zambito on November 7th, 2011 at 9:57 am

Image by Will Lion via Flickr
In my recent article, Buyerology: The New Science of Understanding Buyer Behavior, I introduced the concept of Buyerology and the need for a renewed focus on understanding buyer behavior in the Social Age.  A key component of understanding buyer behaviors and decisions is gaining a reality check on Buyer Perceived Values (BPV).  How well organizations; in relations to products, service, and brand; maps to Buyer Perceived Values will serve as the one of the primary influences that shapes buyer behaviors and purchase decisions.
Buyer behavior research, performed through qualitative means, can reveal many aspects of what comprises Buyer Perceived Values (BPV).  Buyer experience is now becoming one of the most important factors that contributes to and influences these values.  The convergence of the Internet and the Social Age, in fact, is introducing many new variables and factors that influence Buyer Perceived Values.  Some of the new variables include:
Buyer Experience: previous as well as in process buyer experience can have an enormous impact on how buyers perceive the value that organizations can bring to their challenges and environments.  This correlation is becoming stronger as more self-directed experiences by buyers evolve.
Engagement: I have written recently about social engagement... Read more

Informing Content Strategy with Buyer Persona Development

Posted by Tony Zambito on April 10th, 2011 at 5:04 pm

Image by Krista76 via Flickr
The chorus appears to be getting louder and louder on content marketing in bloggersphere, digital media, social media, and traditional media.  Like any new concept over the years in business, figuring out what comes first is no easy task.  In this case, should CMO’s be looking at content marketing or content strategy as the first order of business on the agenda?  Where you start the discussion can determine very much where you end up.
Standardization in language, meaning, and terminology are essential to a fledgling and yet expanding concept.  Presently, there appears to be multiple meanings and uses for each of the terms content strategy and content marketing.  For the purposes of this article, I am going to be literal with the use of the term content strategy as just that – strategic.  And view content marketing in what I believe to be more of a tactical perspective.
To inform a content strategy, it strikes me that there are five key areas to evaluate:

Buyer understanding:  gaining an understanding of how buyers intend to consume, utilize, and act upon content are the bedrock of a content strategy.  The deeper the understanding, the more targeted and relevant content can be... Read more