CMO: … I get that we need to think of the buyer’s perspective when marketing. We have modeled the buyer’s journey today.
Us: Great. Do all the buyers buy the same way? What if we have different buyers with different problems? Do they follow the same path? Have the same understanding? Go to the same places? Is the buyer’s journey to help create a composite view of the buyer’s journey or to assist in understanding their differences? Continue reading “Typical Buyer Marketing CMO Conversation” »
Marketing should be about answering two simple questions:
Ok, so that didn’t really help very much, did it? So let me explain in more depth. As marketing professionals, we have a challenge that we really have two sets of interactions:
Rarely in traditional marketing channels do these to interactions meet. Awareness marketing has traditionally been about brand awareness, solution awareness, or about catching their interest around a particular business problem. Interest was sales support and focused on educating them to become more interested, qualifying their interest, or interesting them to buy today. Continue reading “Buyer Marketing Simplicity” »
We see buyer marketing as a new emerging marketing discipline like email and search engine marketing emerged to become formalized marketing disciplines within organizations.
Today most of our focus is on products or services, possibly customers, but no one is putting the buyer’s needs in the middle of our business management. CRM is focused on transactions, marketing automation on interactions, but we don’t have systems to understand buyer’s needs and to focus our energies on solving those problems. Rather we focus on selling our solutions. Continue reading “Defining Buyer Marketing” »
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