Mexican Media Brands
Fix the Broken B2B Marketing Funnel by Reimagining It
Just as buyers also expect more from your sales and marketing teams and want to have continued support from salespeople after they complete their purchase, it’s in marketing’s best interest to nurture the customer experience as well.
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Alignment between sales and marketing is necessary in the new buyer’s journey. With sales and marketing collaborating to craft an optimal experience for organizations as they move through the buyer’s journey to the customer journey, it will be easier to bring that organization on as a champion for your brand. It’s easy to see why buyer experiences and expectations are difficult to map onto a funnel. We have crossed a threshold in both technology and culture and find ourselves in a world that prioritizes collaboration. This new buyer’s journey offers exciting opportunities for marketers to flex their creativity and craft meaningful messaging. Read more
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Finding Opportunities in the Chaos
2020 has been a disruptive year, but one that will likely contribute to greater 3D printing adoption and more sustainable manufacturing. Stephanie Hendrixson, Senior Editor for Additive Manufacturing and Co-Host of The Cool Parts Show, writes about accelerating trends in AM and staying flexible in the face of a pandemic.
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Understanding Brand Affinity
An approach that seems to help understand customer behavior regarding brand loyalty and insistence is the work done by experts who look at customer brand involvement as a combination of involvement and emotional content. An understanding of customer behavior finds that insistence for brands will vary based on either the brand's personality or the brand's reflection of the buyer's personality. There is an important distinction between identification with a brand and a belief that the brand identifies with you.
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In B2B Market Research, It’s About Quality, Not Quantity
Online market research tools offer a cost-effective way to gain insight into smaller B2B customer bases. In Part 1 of this 3-part blog, we covered the strategic underpinnings of market research for SMBs; the what and why. In part #2, we get down to the hows. Specifically, online survey best practices. Simple, well-defined questions can be deployed on a DIY basis. If more complex, a hybrid of DIY and professional assistance might be in order.