In Buyer Marketing, Context is Everything

September 6th, 2012 by Matthew Rosenhaft No comments »

Found this great picture that puts what we are doing into focus:

Typical Buyer Marketing CMO Conversation

August 27th, 2012 by Matthew Rosenhaft No comments »

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” »

Buyer Marketing Simplicity

August 27th, 2012 by Matthew Rosenhaft No comments »

 

Marketing should be about answering two simple questions:

  1. What problem do you solve?
  2. For whom?

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:

  • Awareness
  • Interest

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” »

Defining Buyer Marketing

August 22nd, 2012 by Matthew Rosenhaft No comments »

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” »

Disconnected Buyers and Vendors

June 21st, 2012 by Matthew Rosenhaft No comments »

We are finally getting to the heart of the matter in terms of why vendors are seeing increasingly difficulty in targeting buyers in the market. Almost embarrassing how simple a concept, but given how long it took for us to identify is probably how indicative of how difficult it is to actually execute, let alone do it systemically and predictably.

In short, buyers are entering a marketplace trying to solve a problem. Vendors are in the market looking to sell their solution. The language differences are on par with “Men Are From Mars and Women Are From Venus.” Or so my wife tells me. (Joking - I really read the book)

Continue reading “Disconnected Buyers and Vendors” »