► About Us: iNeoMarketing provides Marketing Technology services, applications and support to B2B companies who do not have the required resources, knowledge or expertise. Visit us at ineomarketing.com. ◄

► About Us: iNeoMarketing provides Marketing Technology services, applications and support to B2B companies who do not have the required resources, knowledge or expertise. Visit us at ineomarketing.com. ◄

Digest...

#1: Implement a “Top of the Funnel” Paid Search Strategy

#2: Align Content and Offerings with Progressions within the Sales Cycle

#3: Drive Action by Making the Experience Personalized & Relating with Each Prospect

#4: Study Common Behaviors and Make Changes Accordingly

#5: Invest in a Marketing Automation Platform or Team to Nurture Leads

#6: Maintain a Close and Transparent Relationship with Your Sales Team

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Based on the latest round of 436 interviews in seven countries, here are the facts:

-Buyers spend nearly as much time offline as they do online.
-Social media, although gaining traction, is not yet mainstream.
-Solution providers, especially their subject matter experts, are a more credible source of information than the buyer’s peers.
-Buyers want to engage with sales reps early on in the purchase process.
-Thought leadership is both an effective door opener and a short-list determinant.
-Buyers are more likely to consider solution providers that personalize their marketing to address their specific business issues.
-Industry knowledge and knowledge of the buyer’s unique business issues top the solution provider selection criteria list.
-Buyers favor providers with whom they have previously done business.

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Becky Carr, CMO at CenturyLink Technology Solutions, discusses the rebranding of Savvis into CTS and how she is driving demand for the technology company.

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Understanding your customer buying decision journey Getting cut through is a key challenge for marketers today since there are so many online influences on. Marketing topic(s):Consumer buying behaviour. Advice by Danyl Bosomworth.

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65% of executives responding to a new survey from gyro and The Fortune Group say that subjective factors that can’t be quantified make a difference when evaluating competing proposals.

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Advanced/ Digest...

Start now to update your approach and:

-- >  Put the customer at the center of marketing thinking. Today’s market realities demand that B2B CMOs replace internal sales-driven marketing funnels with a full customer-life-cycle approach that aligns with the ways customers now make purchase decisions and build relationships with their vendors.

-- >  Map the B2B customer life cycle to define your marketing strategy. As the customer buying journey progresses from discovery to exploring options, your marketing efforts must help customers navigate to their final purchase destination with relevant content targeted to the questions they are looking to answer at each stage.

-- >  Adapt to changes in B2B customers’ behavior. In what Forrester defines as the age of the customer, two elements are essential to success: a customer-obsessed approach to defining the business and marketing strategy and an in-depth understanding of customers’ behaviors and needs. The onus is on B2B CMOs to integrate intimate knowledge of customers into marketing activities that serve the varied needs of these customers as they move through the decision process.

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Intermediate/ Digest...

The primary problem with the funnel is that the buying process is no longer linear. Prospects don’t just enter at the top of the funnel; instead, they come in at any stage. Furthermore, they often jump stages, stay in a stage indefinitely, or move back and forth between them.

One popular alternative to the funnel is the Customer Decision Journey popularized by McKinsey. A key advantage of this model is that it’s circular, rather than linear. Prospects don’t come in the top and out the bottom, but move through an ongoing set of touchpoints before, during, and after a purchase.

So where do we go from here?  The funnel and Customer Decision Journey aren’t going away.  They are useful models, and will continue to be helpful in certain contexts.  But marketing today requires a new mental map to navigate a changing landscape. We need a model that informs marketers how to enable and empower, not just persuade and promote.  There are a variety of alternatives including journey, orbit, relationship, and experience.

Whatever model you choose, what’s most important is that it addresses: first, the multi-dimensional nature of social influence; second, non-linear paths to purchase; third, the role of advocates who aren’t customers; and fourth, the shift to ongoing relationships beyond individual transactions.

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The buyer’s journey is an important framework for marketing strategy — but what does it look like? How are buyers getting from step one (“Do I have a need?”) to a justified decision?

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