The MarTech Digest
545.4K views | +56 today
Follow
Your new post is loading...
Scooped by CYDigital
Scoop.it!

Three Trends in B2B Buyer Behavior and How to Generate Quality Leads by Addressing Them - MarketingProfs

Three Trends in B2B Buyer Behavior and How to Generate Quality Leads by Addressing Them - MarketingProfs | The MarTech Digest | Scoop.it
DemandGenReport's 2017 B2B survey highlighted three trends that vendors need to consider to earn the attention and gain the trust of modern B2B buyers:

Relevant content is the key: 75% of B2B buyers said it is very important that the vendor's website present relevant content that speaks directly to their company; 66% said it is very important that the website address the needs of their industry.
Buyers expect customized content relevant to their needs regardless of whether the supplier has access to their personal information: 71% of buyers expect an experience tailored to their individual interests and needs even if they conduct an anonymous search.
Buyers become more risk-averse: They focus more on risk mitigation, especially as the number of stakeholders involved in buying decisions increases along with the length and complexity of the buying journeys.
CYDigital's insight:

Three Trends in B2B Buyer Behavior and How to Generate Quality Leads by Addressing Them - MarketingProfs

 

For the how's on addressing these trends, please click through.

 

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

How to influence the purchase decisions of your target market - Biznology

How to influence the purchase decisions of your target market - Biznology | The MarTech Digest | Scoop.it
Be innovative

Use social media

Practice reciprocity

Price it right

Establish authority

Appeal to emotion
CYDigital's insight:

How to influence the purchase decisions of your target market - Biznology

 

Not just platitudes, but real meaty direction.

 

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

[FREE] Introductory Guide to Developing Your Customer Theory [an interactive worksheet] - MECLABS

[FREE] Introductory Guide to Developing Your Customer Theory [an interactive worksheet] - MECLABS | The MarTech Digest | Scoop.it
A simple, interactive worksheet designed to help get all the customer wisdom from your agencies, internal team and entire ecosystem in one place

This simple, interactive worksheet template is excerpted from MMC 5422 | Customer Research and the Fundamentals of Online Testing, a course in the Communicating Value and Web Conversion graduate certificate program from the University of Florida and MECLABS Institute. It is designed to help your marketing team, agencies, and other stakeholders and partners collaborate and get aligned to power your customer-first marketing — on who your customers are, what they want (even when it doesn’t directly relate to your product), and in what context they view your marketing messages.

Use this simple template as your guide to help increase customer intimacy, share it with your entire marketing and agency ecosystem along with key business stakeholders and partners from product development to customer service to manufacturing, and ultimately create customer-first marketing that resonates with your customers and increases the probability of conversion.
CYDigital's insight:

[FREE] Introductory Guide to Developing Your Customer Theory [an interactive worksheet] - MECLABS

 

Click/tap to view the original article.

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

Using A Customer Journey Map To Increase Sales (Includes Template) - Fieldbloom

Using A Customer Journey Map To Increase Sales (Includes Template) - Fieldbloom | The MarTech Digest | Scoop.it
Conduct Research

Define Persona to Be Used

Begin Creating Your Customer Journey Map

Step 1: Discovery

Stage 2: Comparing

Step 3: Considering

Step 4: Purchase

Step 5: Post-Purchase
CYDigital's insight:

The template is available behind a quick reg form. This works if your product/service is singular dimension.

 

Click/tap to view the original article.

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

How to Create a Customer Journey Map That Converts - QuickSprout

How to Create a Customer Journey Map That Converts - QuickSprout | The MarTech Digest | Scoop.it
An option is using software that’s specifically designed for building a customer journey map, like SuiteCx. Their customer journey mapping tools can help make sure you don’t skip any steps in this process.

Here’s a quick step-by-step guide of their platform. You can still apply these steps to any software you’re using, even if it’s no
CYDigital's insight:

"There is no spoon..."

 

Click/tap to view the original article.

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

B2B companies struggling with complex buying journeys and partner networks - Marketing Tech News

A new study by Accenture shows that B2B companies seem to struggling to deliver the kind of personalised customer experiences that drive loyalty and growth due to the growing complexity of customer buying journeys.

The global professional services company surveyed 1,350 sales, service and marketing executives from organisations around the world, and found that 21% thought that they had have “total control over their organisation’s sales networks and overall customer experience”.

According to the survey, most customers are on average 57% through the buying process before they have their first interaction with a company representative. 90% of customers refuse to respond to cold calling, with 61% of all B2B transactions starting online.

71% of the B2B executives believe that customers want experiences that increasingly match B2C experiences. B2C experiences are based around fast response times, consistency across channels and 24/7 availability. Of the survey respondents, 49% think that they are currently failing to deliver the experiences that their customers want them to.  
CYDigital's insight:

For the 1000th time: if it's not getting baked into an application, it's not going to happen.

 

Click/tap to view the original article.

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

How to Create a Customer Journey Completely From Scratch - CrazyEgg

How to Create a Customer Journey Completely From Scratch - CrazyEgg | The MarTech Digest | Scoop.it
Step 1. Understand Your Customers
Step 2. Define The Steps of Your Journey
Step 3. Think about the customer’s touchpoints and actions
Once you’ve defined the stages that make up your customer journey, you need to consider what your customers are doing at each step.
First, determine where your customers are going. These places are referred to as touchpoints. Now that you’ve thought about where your customers are going, think about what they’re doing at each step. In other words, think about the actions they’re taking and lay them out on your map.
Step 4. Find the flaws in your journey
CYDigital's insight:

This assumes that your defined journey is correct. Bottom-line: there is no singular customer journey.

 

Click/tap to view the original article.

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

New Forrester Waves Assess Customer Journey Analytics Platforms · Forrester

New Forrester Waves Assess Customer Journey Analytics Platforms · Forrester | The MarTech Digest | Scoop.it

To assess the state of the market and gauge how the vendors stack up, we evaluated the strengths and weaknesses of the top customer journey analytics platform vendors. The set of 27 criteria is the same for the two evaluations, but the weightings are different to reflect whether your company’s priority is journey visioning or journey orchestration.

 

  • The Forrester Wave™: Customer Journey Analytics Visioning Platforms, Q3 2017. Where we identified the 13 most significant vendors — Adobe, ClickFox, ENGAGEcx, Kitewheel, NICE, Pointillist, SuiteCX, TandemSeven, Teradata, Thunderhead, Touchpoint Dashboard, Usermind, and Verint — and researched, analyzed, and scored them.
  • The Forrester Wave™: Customer Journey Analytics Orchestration Platforms, Q3 2017. Where we identified the 10 most significant vendors — Adobe, ClickFox, ENGAGEcx, Kitewheel, NICE, Pointillist, Teradata, Thunderhead, Usermind, and Verint — and researched, analyzed, and scored them.
    At the same time, we’ve also published a companion report “The Seven Top Questions About Journey Analytics” which answers some of the common questions we get about journey analytics.
CYDigital's insight:

Thunderhead is offering the Orchestration report here: https://www.thunderhead.com/useful-stuff/forrester-wave-customer-journey-analytics-platforms/. If you're a Forrester subscriber, you know the drill.

 

marketingIO’s Outsourcing delivers the vetted talent you need under your complete management and control. Contact us to see how. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

CX Journey™ Musings: The Problem with Journey Maps - FutureLab

CX Journey™ Musings: The Problem with Journey Maps - FutureLab | The MarTech Digest | Scoop.it
There's a time and place for mapping the stages; it's appropriate for your marketing and sales teams, as they work together to understand the buyer funnel and customer lifecycle stages, to help them understand and identify where prospects or customers are in the relationship with the company so that they can better target communications, marketing campaigns, or sales pitches based on wants and needs at each stage.

Mapping stages may also be appropriate as you think about the high-level customer relationship and where to begin journey mapping. But as a customer experience professional, mapping at that level is, well, useless. It's too high level to be able to help the organization understand the customer experience, how employees impact it, or to effect change that is meaningful to the customer experience.

Think of the customer journey not as stages but as steps; by definition, when you are mapping, you are walking in your customer's shoes... shoes take steps, not stages.
CYDigital's insight:

Customer Experience does not equal Buyer's Journey.

 

Not having a fun time with IT? Contact marketingiIO: we can act as your buffer to get the job done. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

Moving Beyond Traditional Prospecting to Sales Acceleration - MarTech Advisor

Moving Beyond Traditional Prospecting to Sales Acceleration - MarTech Advisor | The MarTech Digest | Scoop.it

"So how can your organization begin the process of sales acceleration?

  • The first step is to break down the departmental and data silos present in your organization by having all teams work from one set of data, one set of goals and one set of measurements.
  • Another shift from traditional prospecting is the need to make sense of all interactions, both online and offline, that influence the buyer journey. This disconnect between offline and online worlds is what is frustrating customers . 
  • In addition to knowing your data and establishing a connected identity, companies must use the right tools to generate that holistic and consistent customer view. 
  • Finally, companies must develop the right analytics to find truth and meaning from the data and surface those insights into the systems and the workflow of the people or sites that should take the next best action."
CYDigital's insight:

Not having a fun time with IT? Contact marketingiIO: we can act as your buffer to get the job done. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

Marketers Need to Stop Lying to Themselves (New Research) - Convince & Convert

Marketers Need to Stop Lying to Themselves (New Research) - Convince & Convert | The MarTech Digest | Scoop.it

New research launched last week by Marketo shows that marketers—both B2C and B2B—continue to be borderline delusional in terms of what customers actually expect, and how they are and are not delivering against those demands.

 

  • 82% of marketers believe they have a deep understanding of customers. 56% of customers agree.
  • Irrelevant content is the number one reason consumers don't engage more often with brands
  • 48% of marketers think their engagement efforts are achieving organization strategic objectives
CYDigital's insight:

Frankly, a damning post, and spot-on.

 

marketingIO’s MarTech Managed Services drives more leads faster. Contact us to see how. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

When B2B buyers want to go digital--and when they don’t | McKinsey & Company

When B2B buyers want to go digital--and when they don’t | McKinsey & Company | The MarTech Digest | Scoop.it
New research indicates where to focus digital investments so that they will reap rewards in online and face-to-face channels.
CYDigital's insight:

It's a mystery that time-to-respond is still an issue.

 

marketingIO’s MarTech Managed Services solves numerous B2B Marketing challenges. Contact us to see how. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

Customer Journey Mapping Examples: How UX Pros Do It - CXL

Customer Journey Mapping Examples: How UX Pros Do It - CXL | The MarTech Digest | Scoop.it
CYDigital's insight:

FWIW...

 

MarTech is the New Black. Get fashionable. Contact us to see how. #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

How to Use Predictive Analytics to Engage Customers Throughout Their Journey - MarketingProfs

How to Use Predictive Analytics to Engage Customers Throughout Their Journey - MarketingProfs | The MarTech Digest | Scoop.it
Stage 1: Targeting

To curate a highly targeted, qualified prospect list, marketers should build their lists from machine-learning-based predictive models, which deliver significantly more accurate data intelligence than traditional models that use a simplistic rules-based approach. New, innovative machine-learning models learn from and leverage the intelligence that resides in the CRM, such as historical information about who bought products or services in the past. 

Stage 2: Education

Marketers can apply predictive analytics to display personalized webpages based on a consumer's personal preferences. This is achieved by applying machine-learning algorithms that track online habits that help marketers create personal online experiences. Second, when marketers follow up via phone or email, they can personalize the interaction based on knowledge from previous interactions or insights derived from external data. 

Stages 3 and 4: Purchase and Cross-Sell/Upsell

Predictive analytics can be applied to match product offers to each customer based on demographic data, purchase history, and data from previous customer interactions—ensuring each product recommendation is valuable and relevant, to optimize sales and customer service.

Stage 5: Satisfaction

Using predictive analytics, marketers can forecast which customers are likely to churn; marketers can then apply retention campaign dollars more effectively. 
CYDigital's insight:

Subscribe to The MarTech Digest: http://bit.ly/miocom #MarTech

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

[UPDATED] The SiriusDecisions Demand Unit Waterfall™

[UPDATED] The SiriusDecisions Demand Unit Waterfall™ | The MarTech Digest | Scoop.it
Learn about the newest member of the Demand Waterfall family and how it can help b-to-b companies
drive demand and revenue creation performance optimization throughout their organization.
CYDigital's insight:

Just a quick registration (not a subscription) is required. It's the standard.

 

Subscribe to The MarTech Digest: http://bit.ly/miocom #MarTech

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

Fluid Experiences Guide B2B Customers on Their Buying Journey | Adobe

Fluid Experiences Guide B2B Customers on Their Buying Journey | Adobe | The MarTech Digest | Scoop.it
The challenge is to break down traditional silos by engineering engaging, omni-channel experiences that exceed customer expectations. Differentiation in the B2B marketplace is not just about product. It requires leveraging data, knowledge, and technology in order to create a virtual crystal ball that presents customers with the right information at the right moment.

A fully integrated B2B platform — one that goes beyond e-commerce to include customer data, marketing assets, content management, campaign orchestration, and analytics — provides a roadmap for customer engagement by providing real-time context about the person interacting with specific company content. That context then becomes a powerful tool for enabling highly targeted content delivery that offers customized solutions and product options.

Today’s B2B companies need a marketing platform that provides users with a rich digital buying experience that facilitates engagement and makes it easy to use. That means providing customers, sales reps, distributors, and service technicians with desktop and mobile apps that offer real-time access to marketing collateral, automated sales processes, and key sales systems that streamline purchasing and fulfillment.
CYDigital's insight:

Can wholesale digital disruption occur with a best of breed solution? With code, anything can happen.

 

Subscribe to The MarTech Digest: http://bit.ly/miocom #MarTech

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

Leads to Customers: An Automated Approach to a Humanized Smarketing Funnel - SEMrush

Leads to Customers: An Automated Approach to a Humanized Smarketing Funnel - SEMrush | The MarTech Digest | Scoop.it
CYDigital's insight:

Perfect.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

#MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

Why can't marketers understand the customer journey? - Econsultancy

Why can't marketers understand the customer journey? - Econsultancy | The MarTech Digest | Scoop.it
'Why?' questions are always difficult to answer, but the current state of customer experience is puzzling.
CYDigital's insight:

And there you go.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

#MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

Constant Content: The Silver Bullet for Failing Content Marketing Strategy - Moz

Constant Content: The Silver Bullet for Failing Content Marketing Strategy - Moz | The MarTech Digest | Scoop.it
The concept is a simple one: no content plan is complete unless it's based around delivering content consistently. To do this requires a focus on strategy, not just on a few blog posts and the odd bigger campaign.

That consistent delivery — and the audience retention it creates — comes from the smaller content pieces, the glue that binds it together; the strategy in its entirety.

The discussion around the purchase funnel often turns out to be incredibly important: it ensures you look not just for ideas that help with awareness, but also further down the funnel. It's also possible to tie content types in to this to ensure variation between the types of content you produce. To do this we use the Content Matrix I created specifically for this purpose; you can see it above:
CYDigital's insight:

Love the types of content by stage. Anyway, great post that goes into significant detail.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

#MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

6 Different Types of Buyer Journey Maps - Kapost

6 Different Types of Buyer Journey Maps - Kapost | The MarTech Digest | Scoop.it
Organizations that use a mapping program to manage buyer and customer journeys average a 79% increase in cross-sell and upsell revenue, marketing research
CYDigital's insight:

Definitely CT for the details.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

#MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

Five things to remember when mapping the customer's journey - FutureLab

Five things to remember when mapping the customer's journey - FutureLab | The MarTech Digest | Scoop.it
CYDigital's insight:

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

#MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

The five key steps towards understanding the customer journey (and where most marketers are stuck) - eConsultancy

The five key steps towards understanding the customer journey (and where most marketers are stuck) - eConsultancy | The MarTech Digest | Scoop.it
Fully understanding the customer journey involves five key steps:

1) Building the business case

2) Identifying the channels

3) Acquiring the data

4) Joining the dots

5) Measuring effectiveness
CYDigital's insight:

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

#MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

Be Informed to Connect with B2B Buyers: Forrester - Chiefmarketer

Be Informed to Connect with B2B Buyers: Forrester - Chiefmarketer | The MarTech Digest | Scoop.it
To the surprise of no one, more than ever, B2B buyers want to do their own research, and increasingly, online ordering. For B2B sales reps, this means an ever-rising risk of displacement.

In an updated version of its “Death of a (B2B) Salesman” study released this week, Forrester reports that B2B sales process continues to become more automated, to enable digital commerce and empowered B2B buyers.

“Today, 68% of B2B buyers prefer to research online on their own, up from 53% in 2015,” when the initial version of the study was released, notes Forrester lead analyst Andy Hoar in the report.
CYDigital's insight:

More evidence of the continual B2B buying DIY.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

#MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

How B2B Ecosystems & (Big) Data Can Transform Sales and Marketing Practices - CloudTweaks

How B2B Ecosystems & (Big) Data Can Transform Sales and Marketing Practices - CloudTweaks | The MarTech Digest | Scoop.it
CYDigital's insight:

It might as well be the shape of an amoeba, which in and of itself is an oxymoron. 

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs: http://www.marketingio.com #MarTech #DigitalMarketing

more...
No comment yet.
Scooped by CYDigital
Scoop.it!

5 Types of Video Content Perfect for Each Stage of the Customer Journey - CMI

5 Types of Video Content Perfect for Each Stage of the Customer Journey - CMI | The MarTech Digest | Scoop.it
Educational videos at top of funnel

Explainer videos for middle of funnel

Demos, testimonials, and more videos for bottom of the funnel
CYDigital's insight:

Interesting thought about the Explainer video in the MOFU. Regardless...TEST!

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs: http://www.marketingio.com #MarTech #DigitalMarketing

more...
No comment yet.