SiriusDecisions, the leading global business-to-business (b-to-b) research and advisory firm, today unveiled the findings from its 2015 B-to-B Buyer Study during a keynote address at its 10th annual SiriusDecisions Summit. According to the results of the study, b-to-b buyers interact with sales representatives at every stage of the buyer's journey. This finding challenges the common industry perspective that b-to-b sales representatives’ roles and importance are declining due to a disintermediation by digital buying behaviors.
The study’s other key findings included the following:
The price point of an offering affects the number and type of interactions that occur between a buyer and provider.
As the price point of an offering goes up, human interactions between the buyer and the provider also increase. But even at low price points, there is evidence that human-to-human interactions occur.
More than half the time, sales representative involvement starts at the beginning of the buyer’s journey. In complex buying scenarios, sales rep involvement starts at the beginning of the journey two-thirds of the time.
The highest level of reported buyer/seller interaction for all buying scenarios occurred during the education phase of the buyer’s journey (the first decision gate in the purchasing decision process).
Not only do buyers interact with a sales representative from the winning provider organization in all phases of their decision-making process, but they overwhelmingly describe those interactions as positive (in over 85 percent of the buying experiences studied).
"More than half the time, sales representative involvement starts at the beginning of the buyer’s journey. In complex buying scenarios, sales rep involvement starts at the beginning of the journey two-thirds of the time." Well, that should rock our world!!
Marketers have many objectives for an effective marketing technology strategy. Increasing sales revenue and lead generation are some of their top priorities, October 2016 research indicates.
Other goals mentioned in the survey from marketing intelligence firm Ascend2 were a bit more tactical. Indeed, a third of marketers worldwide said that one of the most important objectives for an effective marketing technology strategy was to improve their business decisions, and nearly half said it was to gain competitive advantage. Additionally, 34% of respondents said that another top priority was to act more strategically.
But while acting more strategically is an important goal for many, respondents also indicated several barriers they faced to achieving their marketing technology goals—like the lack of an effective strategy. The only other barrier mentioned by more marketers was an inadequate budget.
To operationalize something means to set down exact definitions for each variable and to also establish clear definitions for your processes. In addition, it requires you devise appropriate methods of measure so you can capture meaningful data that's needed to continue to increase the quality of your results.
This work entails what is known as standardization. You need a standard workflow to support a systematic approach to your measurements. That is the only way to ensure that you can consistently report on your customer journey process's (for that matter, any process's) ability to meet business priorities.
The key to success is to be clear about why you created the process in the first place. Why did you map your customers' journey? Did you create the map to improve the effectiveness and efficiency of your demand-generation efforts? Or maybe you created it to reduce your sales cycle, improve customer retention, increase renewal rates, and/or increase your share of wallet or attach rates?
CT for the details. I don't know how you can define the amorphous.
Epiphany #1: Large sample sizes dilute eccentricity Epiphany #2: P-values are trade-offs between certainty and experiment length Epiphany #3: Small differences in conversion rates are near impossible to detect. Large ones, trivial. Epiphany #4: You destroy a test’s validity by pulling the plug before its preordained test-duration has passed Epiphany #5: “Relative” improvement matters, not “absolute” improvement Epiphany #6: “Statistically insignificant” does not imply that the opposite result is true Epiphany #7: Any tests that are run consecutively rather than in parallel will give bogus results
From the single study, multiple pieces of content have been created, including:
1 report 1 infographic (multiple versions) 10 social-sharing visuals (breakouts from infographic) 2 blog posts 1 webinar 12 banners It’s a rising-tide approach — leveraging the data into multiple formats lifts not only the findings of the study on interactive content but executes a multi-pronged content marketing strategy.
The process of generating ideas for blog posts should be based on:
your keywords list
and your buyers’ expectations
What gets read more than anything else on your site is the headline. Hence, you ought to become a master in headline writing because this is the most powerful component of your article which is indeed a make or break factor.
In a blog post Tuesday, Facebook announced Live API, a new tool that allows publishers to schedule Facebook Live streaming video broadcasts in advance. The blog post explained the tool was added to Facebook Live following publisher demand. TechCrunch points out that the ability to schedule live streams eliminates the frustration of announcing an upcoming stream but not being able to provide potential users with a link to view it, instead having to start the stream and hope an interested audience shows up.
1. Segment out Your most Dedicated customers 2. Find Your Product’s Key Benefit to your most dedicated customers 3. Discover Your most dedicated customers’ signup Intent 4. Crowdsource Your Product Description from your most dedicated customers 5. Put the product description, intent and promise on Your Homepage
Marketing analytics gives you a look at the health of your marketing efforts the same way that an x-ray gives you a look at the health of your body. When you’re analyzing your data, you should be looking for trends as well as highs and lows – so not just how many clicks a banner advertisement got, but also whether these types of advertisements always do about the same success-wise. In a way, analytics runs side by side with growth hacking, because as you spot these trends – let’s say your banner advertisement did especially well in that top right position – you can try new things and see what type of effect they have. So maybe, you run all of your banner ads from the top right position and see if they’re consistently successful. If they are, you’ve learned something about your campaign and your audience – but if they’re not, you can take a look at the next element.
Like all ad extensions, we know that AdWords Message Extensions can improve click-through rate. In beta testing, we’ve seen these message extensions significantly improve mobile click-through rates when they’re shown. Five separate WordStream Managed Services clients using this feature in beta saw CTR improvements from message extensions, averaging 50% higher CTR than the mobile ad alone! These message extensions even rivaled the success of call extensions.
With 62% of millennials feeling that online content drives their loyalty to a brand, and 46% of U.S. consumers admitting that they’re more likely to switch providers than they were 10 years ago -- it's clear that fostering loyalty through personalization should be a priority.
It may seem like a big undertaking, but by observing, understanding, and investing in the behavior of your customers, you can help to ensure that they'll stay customers. So start getting personal -- and building loyalty.
Email personalization doesn't need to be insanely complicated to resonate with recipients. To see what I mean, check out these 12 great email examples that cleverly use personalization.
A majority (55%) of client-side marketers (predominantly from the UK and Europe) believe that conversion rate optimization (CRO) is crucial to their overall digital marketing strategy, and a similar percentage (53%) plan to increase their CRO budgets in the coming year, according to Econsultancy’s 8th annual Conversion Rate Optimization Report, produced in association with RedEye.
The Wall Street Journal reported that Salesforce had eyes on acquiring more than a dozen public companies, according to a recently leaked internal presentation for its board members.
The confidential May 2016 presentation, titled: M&A Target Review, was found within former Secretary of State Colin Powell’s emails that were revealed by DCLeaks in September. Powell received the presentation because he sits on Salesforce’s Board of Directors.
A chart included in the presentation highlights companies of interest, such as Marketo, Hubspot and Tableau—but not Twitter, which it had been suspected of pursuing in the last several weeks. Specifically, two public companies, dubbed with project names “Sonoma” and “Tuscany” seem to be closer to completion than others. “Sonoma” refers to ServiceNow, which the company planned to meet with in May; while “Tuscany” refers to Tableau, which was marked as “in play,” according to the chart.
CT for the link to the 2 slide deck. Note that they use data from Glassdoor: huh?
"Although upgrades are completely optional, here are some of the key challenges we have encountered:
Existing Salesforce customers considering upgrading their edition of Sales Cloud or Service Cloud often don’t realize they could save at least 30% by remaining on their current edition and adding other products to it on an “a la carte” basis.
Classic Salesforce user interface (UI) subscribers who upgrade their edition without switching to the Lightning UI are paying for functionality that is not yet available to them.
Existing Salesforce subscribers looking to buy add-ons a la carte often don’t know that some of the features they want to add might be included in the new, enhanced version of their existing software package, and that therefore they might only need to ask their Salesforce administrator to activate those features."
Sharing your scoops to your social media accounts is a must to distribute your curated content. Not only will it drive traffic and leads through your content, but it will help show your expertise with your followers.
How to integrate my topics' content to my website?
Integrating your curated content to your website or blog will allow you to increase your website visitors’ engagement, boost SEO and acquire new visitors. By redirecting your social media traffic to your website, Scoop.it will also help you generate more qualified traffic and leads from your curation work.
Distributing your curated content through a newsletter is a great way to nurture and engage your email subscribers will developing your traffic and visibility.
Creating engaging newsletters with your curated content is really easy.