Defining Buyer-Enabled Marketing

February 6th, 2012 by Matthew Rosenhaft Leave a reply »
We are Seeing a Disconnect Between The Way Buyer’s Approach the Market And The Solution-Centric Marketing That Vendors Provide
  • Buyers are active and participating within on social websites, forums etc., but the social market is noisy, saturated, mature,  and cluttered with vendors so buyers are faced with many options to choose from which makes the decision making process more difficult
  • Vendors are using technical jargon (educated buyer) and needs to shift towards more “pain” and “generic” social search orientation for a less educated, but more strategic buyer.

How do you develop customer relationships, influence requirements, and drive sales if buyers are doing research and making buying decisions before your organization becomes aware and engaged? 

  • Understanding how buyers solve business problems, research and weigh solution options, reconciling  various organizational  motivations, along with assisting the organization to solidify business, functional, & technical requirements
  • Identify buyer motivations, triggers for purchase, and research/selection/ buying process, and behavioral market segmentation
  • Focus marketing engagement around buyer’s needs, not with solution awareness messaging
  • Leverage social networks &  online communities to reach buyers in their communities of interest
  • Provide decision support, not solution advocacy
  • Assist them in building targeted strategic business cases based upon their particular needs before then addressing
    tactical functionality and feature requirements.
Matthew Rosenhaft

Matthew is a Social Marketing Executive and is co-founder of Social Gastronomy, LLC and the Social Executive Council. Prior to founding Social Gastronomy, Matthew has over 18 years’ experience as an executive in marketing, product management, and sales. Matthew has an extensive background in the SaaS Software, Social Media, Mobile, IT Services, and Telecom industries. He has prior entrepreneurial experience as a founder and executive in several early-stage venture-backed technology companies, as well as, holds several US patents for a mobile marketing technology. Matthew is a prominent blogger and regular industry speaker on social marketing and strategy topics. Matthew’s blog can be found at www.socialgastronomy.com/blog. For more information on Matthew, you can check out his LinkedIn profile at www.linkedin.com/in/rosenhaft or contact him directly at mrosenhaft@socialgastronomy.com.

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