Tagged 'sales enablement'

When Did You Last Map the Buying Process of Your Customers?

Posted by Tony Zambito on August 5th, 2012 at 10:19 am

Are the buying process maps of how your customers buy out of date? If so, this can impact the success of how and where you allocate resources:

How do we generate more leads?
How do we acquire more customers?
How do we message to our customers?
How do we improve our brand?

A tool to focus your limited resources in the highest impact area(s) is to map the customer’s buying process to identify gaps.
Are You Behind the Curve of Buyer Evolution?
Recent surveys, such as the one conducted by CEB’s Sales Executive Council in 2011, show that more than 50-60% of the buying process is being conducted without the help of a sales representative. It’s a fact that buyers have radically changed their buying behavior. This must be tied to execution changes in both marketing and sales. The rise of demand generation, inbound marketing, and content marketing have been marketing responses to connect with a new informed buyer. You can learn more about what research has revealed on rapidly changing buying behaviors and how your peers are allocating resources here.
Have We Considered These Recent Developments?

Is the buying process changing at a more rapid pace than the needed adaptations in marketing?
Who makes... 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

Content Marketing and Sales Enablement Must Get Married

Posted by Tony Zambito on July 25th, 2011 at 11:03 am

The raging waters of the sales and marketing alignment debate continues to make its’ way through the halls of corporate America.  This is despite recent entrance of social technology enabled systems and processes all professing to be the cure that remedies this debate.   This is definitely becoming like the $60m question we all hope to win with an answer no one has come up with yet.  Having spent the last decade or more in the arena of buyer persona development and researching buyer behaviors within business cultures, I’ve come to a conclusion that there are no silver bullets and no specific technology that is going to be the one thing that magically gives us the Rodney King moment – “can’t we all get along?”  What is apparent from a qualitative standpoint is that this is more of a business cultural issue.
What did this previous paragraph have to do with the title I’m sure some of you are asking right now?  From a business culture perspective, we are seeing a recently introduced new domain of content marketing born out of changes in technology and buyer behaviors as well as the area of sales enablement attempting to make selling performance more efficient. ... Read more

The Link Between Lead Nurturing and Buyer Experience Marketing

Posted by Tony Zambito on April 28th, 2011 at 10:45 am

The new buyer experience economy has resulted in shifting the economic value of many sales and marketing tactics over the past couple of years. One approach whose value is on the rise is that of Lead Nurturing. It’s no wonder why – we have seen major alterations of buyer behavior and buying patterns with technology enabling more buyer control over the majority of the buying cycle process. This makes nurturing a key element of preventing buyers from disengaging from the buying cycle.

The approach taken towards lead nurturing could make a huge difference. With the concept of lead nurturing still in many respects a new one, companies are struggling on exactly what to do and perhaps how to implement lead nurturing. A most common approach, of what can be referred to as “picking and choosing” activities, may actually be hindering the further evolution of lead nurturing. Here are just a few reasons why: