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Scoop.it!
B2B marketers know there are a number of people involved in a complex buying decision. What often goes overlooked is understanding not only who the marketing programs can reach and engage but how content gets shared among the group. Via Marteq 
Scoop.it!
___________________________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected). Via Marteq
Marteq's curator insight,
October 9, 2014 8:45 AM
More evidence that that the buyer's journey has many stops. Are you at every stop with the right content? |
Scoop.it!
New conventional wisdom on buyer journeys and how buyers consume information says everything is online and engagement with sales minimal. ITSMA’s latest research proves the case for skepticism. Via Marteq
Marteq's curator insight,
November 16, 2014 8:17 PM
And more evidence that points to the unpredictable buyer's journey.
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Digest...
The study concluded that 75% of the B2B buyers studied and 84% of C-level/vice president executives use information from social media and interaction on social networks to make purchase decisions.
Social buying improves decision confidence. The operative benefit in social buying is the ability to access trusted networks to increase confidence in high-stakes decision making.
Social media make accessing trusted networks easier. Buyers have long trusted their offline professional networks for this purpose. Online social networks improve access to trusted existing networks and open up networks that more easily extend beyond traditional boundaries. The bigger the buying decision, the more important social networks become.
B2B buyers use different types of social resources at different stages of the decision-journey. It's important not to lump all social media into one big stew of a category. "Social" is a media attribute that enables peer-to-peer audience participation. Some media are highly social and others not at all.
__________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected). Via Marteq
Marteq's curator insight,
September 15, 2014 7:54 PM
Yet another proof point that the B2B buying process is a unique labyrinth where you can only be prepared to have the right content at the right time. |
The buyer's journey should take into account the buying committee, and with that, the required content...BY PERSONA!
Thought: if your staff is large enough, assign one persona to each content marketer. That content marketer owns that persona.