Why CMO’s are becoming CIO’s: Extreme Complexity
As one frustrated CMO exclaimed at the Forrester CIO-CMO Summit in 2013, “I feel more like a CIO than a CMO! I have marketing automation, CRM, listening platforms. I’m up to my eyeballs in technology.”
Just 3 years later, this overwhelming feeling is still very much alive. In virtually any market or type of business, the speed in which technology is advancing, is adding extreme complexity to the world of CMO’s.
Those that do not react will become obsolete. Read more
How to Unlock Content Marketing Value in Complex Markets?
Content marketing in a multi-market, multi-product business can become very complicated.
In this blog post I offer some insight on how to solve that complexity, using pain based segmentation and simplification of your content marketing strategy.
The classic buying journey
Customer centric content is what attracts, engages and eventually helps to make the sale.
But when customers move through their relationship with a brand, their focus changes. They constantly go through a changing state-of-mind, depending on a lot of different factors. Read more
Where do B2B buyers get the information that make them buy?
One of the key concerns of B2B marketers today is breaking through the “marketing blindness” of buyers:
– Buyers don’t click on web-banners (they don’t even see them anymore)
– They don’t see advertisement anymore
– They skip TV commercials when they can
– They don’t open your e-mails or direct mailings.
That’s why I am so happy to get my hands on reports like these, the 2012 Buyersphere report, giving me an answer to this key question:
How do you reach your B2B buyers?
We marketers live in an amazing time: we have the ability to contact our buyers directly through social media or e-mail marketing, there’s “super intelligent” marketing automation software that targets buyers with laser precision, etc…
But does that mean you reach your buyers? I am not talking about communicating with your buyers.
I mean REACHING them, so they really feel happy to get their hands on the information you are giving them. So they position your brand as useful, knowledgeable, and trusted. And in the end put they you on their shortlist and buy from you.
But what information do they want? Where do they search for it? Who needs what kind of information, and when?
Buyer behavior mysteries revealed
The 2012 Buyersphere survey is designed to bring answers to these questions based on the actual behavior of B2B buyers. It is based on surveys o B2B buyers in the main countries in Europe, but I like to think that they are valid to other parts of the world as well.