Tagged 'Goal Centric'

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

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

Buyerology Trend: Think Experience Creation Versus Content Creation

Posted by Tony Zambito on December 12th, 2011 at 8:18 am

Image via Wikipedia
This is the first of 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 buyers are seeking experiences and the new role of the C-Suite as experience creators.
Buyer Trend: Overwhelmed By Content
During the past two years, we’ve seen a significant rise in focus on content and how content is the new marketing.  While some may debate that content marketing is messaging in new clothing, it is now a competency that marketing executives need to assure getting right.  We’ve learned in the past few years about the value as well as the role content can play in the early stages of buying processes.  In light of the heightened and almost frenzied attention paid to content marketing, there has been much written - and I’m sure internal meetings held in corporations all over the world  - on the “how-to” of content creation.  This has led to a crying game in the corporate halls bewailing the need for publishers and journalists to come in and help.
Content creation has become a driving force in marketing and sales organizations.  So much so, buyers today are... Read more

Buyerology: Understanding Buyer Choice

Posted by Tony Zambito on December 8th, 2011 at 10:51 am

Image by Will Lion via Flickr
When formulating marketing, sales, demand generation, and content strategies, an important factor is that of understanding the choices buyers make.  Oftentimes, strategies are crafted with a singular focus on the purchase decision.  However, increasingly evident today is that buyers make purchase decisions that are a summation of several choices.  In today’s social world, buyers are confronted with making choices in more areas than ever that directly influence the ultimate purchase or renewal decision.  Helping buyers to make choices in pre-purchase as well as post-purchase situations paves the way for influencing the purchase decision – hopefully in your favor.
At this moment in time, we are in an unusual paradoxical irony when it comes to choices and decisions.  While the increase in Internet and social technologies have made it easier for buyers to control their fate, the many choices available to them has made the buying process more complex for both sellers and buyers.  When there are more options and choices available, it can actually increase the complexity of decision-making.  This unique combination of an increase in buyer options and choices along with an increase in the complexity of the buying process is directly impacting buyer behaviors today. ... Read more