Once B2B marketers know what’s standing in the way of a purchase, they can engage a prospective client’s “mobilizer” to help push through to a decision.
“The starting point for marketing and sales today is all about how customers buy,” says Brent Adamson. This is especially true in B2B, where the day of one decision maker is over, according to Adamson, coauthor of The Challenger Customer, along with Matthew Dixon, Pat Spenner, and Nick Toman. Adamson points out that in the B2B purchase process there are 5.4 people involved on average.
One of the many reasons I enjoy attending conferences is the people. The attendees give you insight into the issues, opportunities, and challenges they face. The speakers provide food for thought that helps to sate attendees’ appetite for the information they need to harness opportunities and overcome challenges.
As emcee of Yes Lifecycle Marketing’s inaugural customer summit, Yescalate 2016, I had the opportunity to speak with many of the attendees and, of course, listen intently to a bevy of insightful presenters. Below is a summary of my favorite advice and insights from the conference. Click the cover image to view the PDF.
Day one of Forrester’s CXNYC2016 conference was overflowing with thought-provoking insight. Here, a Storify with a few standout quips from the day.
There are as many ways to succeed in marketing as there are marketers. But there are also approaches and attributes that increase the likelihood of success. Significantly.
Genetic engineering isn’t just a biotech process. It’s happening in marketing. Some marketing agencies are morphing to also be data or technology providers, consulting firms are mutating to incorporate agency services, and tech vendors are transforming to enhance their services offerings.
When brands focus on the experience rather than on the product, customers respond—with their dollars and their loyalty.
“We’re no longer in the business of selling products; we’re in the business of selling experiences,” Brad Rencher boldly asserted during the 2016 Adobe Summit opening day keynote session. “Products are just along for the ride…. This is our new reality.”
Survival as a chief marketer in 2016 and beyond will depend on being highly adaptable and maintaining a deep understanding of today’s capricious customers.
The CMO of 2016 and beyond is a chameleon. Survival as a chief marketer will depend on being highly adaptable, having the ability to blend with changeable surroundings, and maintaining a deep understanding of today’s capricious customers. If that sounds like a tall order, it is. Still, it’s the reality for the chief marketers of today and tomorrow.
Evolving technologies and strategies—from programmatic to performance marketing—could have marketers poised to shift their budget allocations this year.
Winterberry Group predicts increases in marketing spending on the majority of marketing channels this year. But expect some of that spending to be fluid. Several evolving technologies and strategies—from programmatic and video to performance marketing and campaign management—could have marketers poised to shift their spending as 2016 unfolds.
During his keynote at the Direct Marketing Club of New York’s 2016 Annual Outlook event, Winterberry Group senior managing director Bruce Biegel examined eight trends that the strategic consulting firm predicts could impact marketing spending in 2016. They are:
Winterberry Group predicts increased spending on nearly all marketing channels.
Where will U.S. marketing spending grow in 2016? The more expedient question, perhaps, is which channels won’t see spending increases in 2016. Winterberry Group predicts increases in marketing spending on the majority of marketing channels—the exceptions: marketing spending on cinema, insert media, and radio will stay flat; magazine and newspaper spending will decline (by 1.9% and 6%, respectively).
Consumers’ affinity for a brand is great. Their purchases, better.
Most marketers focus on one of two things: building demand for their brand or activating the brand.