B2B marketers know there are a number of people involved in a complex buying
decision. What often goes overlooked is understanding not only who the
marketing programs can reach and engage but how content gets shared among the
group. It's common sense that the more people within an organization your
content gains exposure with, the more opportunity your ideas and expertise
has to gain sway.
But, it's not as simple as we could hope for. The CMO Council report, The
Content Connection to Vendor Selection, finds that there are three nearly
equally weighted scenarios for content sharing among B2B buyers:
35% from the middle out 30% from the bottom up 29% from the top down
While the study arrived at definitions for 6 "personas" - two for each type
of researcher, influencer and decision maker - for how people source content
and what types they favor, the problem I have with ... (more)
I keep seeing that statistic - you know - the one that talks about how far
through the buying process prospects are before they talk to salespeople.
Here are a few reasons why:
Prospects don't care if they're interacting with marketing or sales, they
care about the quality of the conversation or interaction and that it's
giving them what they need. Salespeople are perfectly capable of using the
tools available today to engage with prospects across all stages of the
buying process. And they should be competent at all of those conversations.
Marketers can facilitate... (more)
When the economy trends down, it’s challenging enough to address people’s
uncertainty and concerns.
Buyers tend to hunker down and avoid anything that isn’t already a project
in progress, sometimes even standing by while those projects shut down in
mid-stage. You may start to notice a drop off in responses to your email
campaigns. This can lead to a bit of uncertainty of your own in regards to
your ability to maintain marketing effectiveness during the economic
Often, in our tendency to respond to this perceived dip in prospect interest,
we up our instances of email co... (more)
When you were building your website, of course you asked yourself these
Who's going to read it?
What will they get from what they read?
What do they do after that?
What do you do in response?
So how does all that play into your interactive marketing campaigns? It's a
similar process, only there's a lot more interaction with potential customers
to use for fine tuning as the campaign progresses.
We all get email marketing messages. The ones that really irritate me are the
offers that get sent repeatedly with the exact same messaging. If it doesn't
catch my eye the first time... (more)
Marketing a professional services firm takes a bit of a different mindset
than marketing a product and solutions company. One of the major differences
is that the partners of the firm are doing the selling.
Marketing has often been an after-thought or undervalued resource for service
providers. However, the need to master engagement in the changing customer
environment gives marketers the opportunity to become a critical component of
a firm's ongoing success. Where services companies used to be able to rely on
referrals and recommendation for their business development needs, that... (more)