- 12 Nov
5 Big Changes in B2B Buying Behavior You Need to Know
If you’re a B2B marketer, and especially if you work for a services provider, your environment is about to be upended. Your customers are changing. And so are the ways those customers buy.
The Winds of Change Are Upon Us
There is mounting evidence that B2B buyer behaviors are shifting due to a number of dynamic forces. While those forces are slowing moving the markets we work in, most have not noticed the shifts. And if we don’t move with those forces, we will be left in the dust.
In this article from Target Marketing Magazine, Ruth P. Stevens brings forward five glaring developments in business buying behavior that you need to know about. And once you know, you must consider how to adapt and, better yet, turn the changes to your advantage. To learn what those developments are, read the full article at Target Marketing Magazine Online.
- 24 Sep
What is Intent Data and Why Should I Care?
As a marketer, you know how important it is to get in front of the right prospects at the right time. Your sales team may be asking for more leads, or maybe they have the volume, but not the low-hanging fruit—those prospects that fit your target audience and are ready to buy. A technology that could alert you when your ideal prospect was ready to buy sounds too good to be true, right? This is intent data. You may have heard about intent data, but maybe you’re not quite sure what that is or why its beneficial.
Now This May Sound Too Good to be True . . .
Intent data is important because it shows when “high-fit” accounts or leads have been researching solutions that your company specializes in. When they do this, they leave digital footprints that can be tracked. Utilizing this kind of information can drastically increase the number of qualified leads and new sales opportunities for your company. And that permits your sales team to focus its energy on the most fruitful prospects at the right time.
In the world of B2B marketing, intent data is still a relatively new resource. But with it, there is an opportunity for your company to stay ahead of the tech curve and your competitors. To learn what you need to do to get started, read the full article at Heinz Marketing Blog
- 03 Aug
6 Psychology-Backed Hacks for Making Engaging Videos
by Clifford Chi
It’s only natural that HubSpot would do a lot of digital marketing. After all, they are HubSpot, and central to that activity is video. So much so that they have compiled a lot of valuable insights into leveraging the natural power of video in their marketing.
Short-Form VS Long-Form
One thing that they noticed was that their one-minute Facebook videos usually receive more views than their longer videos. That would be expected. But, the seeming contradiction to this comes from the fact that their long-form videos are their third most viewed video. And when I say long-form, i mean that it is almost four minutes long.
Facebook will boost a video’s organic reach if it deeply engages viewers, so they knew their videos needed to grip their audience from start to finish. Especially since it’s four times longer than the majority of their videos. If it didn’t captivate them, Facebook could squash the video’s organic distribution.
So, to maximize audience engagement, they implemented psychology-backed hacks throughout the entire video. Check it out and see the takeaways to learn how to fully capture an audience’s attention with these 6 Psychology-based Hacks for Making Engaging Videos
- 25 Jul
Who Are “Cuspers” and How Are They Spending Their Money?
- Jul 25, 2019
- Dan Hoff
- Cuspers, Generational Marketing, Marketing to Gen Z, Marketing to Millennials
from Marketing Charts
A lot has been written about Millennials and Gen-Zers. But what about those young adults who fall in between these two groups? This goup has been dubed Cuspers. They are 19-25-year-olds adnd are just starting out in adulthood. But, they have, already mastered being consumers.
Shyness is Not A Defining Behavior With Cuspers
In fact, recent research [see original research] by Fullscreen reveals that while Cuspers haven’t quite hit the financial standing of Millennials, they aren’t shy about spending their money. It seems that Millennials do have significantly higher average household incomes than Cuspers. But even with that, this younger segment isn’t that far behind when it comes to their spending.
To learn more and to see insights that may impact how you market to this emerging segment, read the full articl at MarketingCharts.com
- 10 Jul
What It Really Takes to Earn Millennial Loyalty
For the past few years, it has seemed as if every conversation around loyalty, circles back to Millennials. And rightfully so. Millennials are now the largest generation living in the U.S. And collectively they possess an annual spending power of $600 billion.
What Millennials Want . . . ?
With this in mind, it’s no surprise that companies across all industries and verticals are catering to the needs of Millennials as a way to earn our loyalty. Thankfully for brands, 80 percent of Millennials already participate in loyalty and rewards programs.
However, above all else, millennials value their time, energy and hard-earned money. And while they enjoy incredible spending power, they prefer experience to ownership. If brands want to capture this demographic, they will have to abandon traditional, shopworn loyalty strategies. So, to learn how, read the full article at
- 17 Jun
B2B Brands Need to Step It Up to Reach Millennial Buyers
Recently UPS released this year’s UPS Industrial Buying Dynamics survey. And what they found should be a wake up call to every B2B marketer. It seems that there is an increasing level of influence by Millennials in the B2B buyer process.
Know the Trend: The Rise of a New Generation of B2B Buyer
This year’s study found a 10 percent increase over 2017. And that means that, if you haven’t already begun to adjust your tactics you need to. According to Brooke Yamini, VP of marketing operations at UPS, “the rise of Millennials ushers in a new era that challenges long-standing industry norms.”
This new generation of B2B buyers start their buying process online. And they do their initial research with social media and their peers. So, if we are going to successfully market to this emerging generation of B2B buyers, we need to begin to adjust our tactics. To gain more insights into the findings of this report, read the full article at Chief Marketer.
- 01 Jun
Empathy Mapping for Marketing Content: What It Is and How to Do It Well
by Linda Emma
Have you noticed that the best books and movies are so totally immersive you feel as if you’ve actually entered the world they depict? Which is why I’d argue that the people most skilled in content aren’t necessarily the best writers. Rather, they’re the ones who are able to empathize with characters so well that their creations seem real.
And when writing for marketing, you need to do the same thing. You need to connect with your audience. But first you have to understand who they are and what they care about. That’s where empathy mapping comes in.
So, What Is an Empathy Map?
An empathy map is a systematic tool that brings to light to your most likely customers. As you work through it, it teaches you how to connect with the people who will consume your content, products, or services. So, if you’re wondering how to understand what will motivate your potential customers, read the full article at MarketingProfs.com to find out.
- 26 Apr
Global Buying Behavior in 2019 You Need to Know
by Mimi An
The average person spends 135 minutes on social media every day. It’s where we get our news, our entertainment. And at this point, sadly, it’s a sizable chunk of our human interaction. But where exactly are those 135 minutes spent? On Facebook? Twitter? YouTube? And who is spending their time there?
To find out, in early 2019, HubSpot Research partnered with SurveyMonkey to conduct new research on social media preferences and buying preferences. They used SurveyMonkey Audience to ask over 2,700 around the globe questions on how they buy.
Turns Out, Not All Buyers Are The Same
The resulting report highlights the fascinating differences discovered in buying preferences worldwide. And if you’re a marketer or creator deciding where to focus your content efforts, the first step to success is finding the platforms with the most receptive audiences. So, keep reading to learn some of the buying trends we observed through our research at HubSpot.com
- 26 Mar
How to Convert With Psychology: 4 Design Levers To Pull
by Tyson Quick
Users, visitors, prospects, leads, and customers. What do all these words have in common? Well, simply put, they’re how marketers classify the people who engage with their brand. And yet, as they tend to lump them together in analytics dashboards, it’s easy to forget that they’re just like you and me.
Human Needs and Desires Create Demand for Your Business
After all, it is those human needs and desires that your product or service aims to fulfill. But, in order to fulfill these needs and desires, your business needs more than just a good product. In todays digital world you also need a solid grasp of design. And fortunately, when you optimize your website design for conversion, you can leverage psychology everywhere. You can do it with colors and numbers, shapes and taglines, and even the serifs of letters.
And knowing how psychology and design intersect is key to guiding prospects toward conversion. So to learn the four foundational principles that will help you marry psychology with design, as well as some little-known phenomena that can give you an edge in your design and conversion rate optimization efforts, read the full article at HubSpot.com
- 02 Mar
Use Customer Journey Mapping to Transform Frustration Into Conversion
For most businesses, it is difficult to see your product from your customers perspective. We all tend to be too obsessed with all the bells-and-whistles of the backend. And we tend to neglect to consider customer experience. As a result, we end up ignoring how the customer views us and our products.
If Only There Were a Magic Mirror . . .
Customer Journey Mapping is fundamentally designed to address that very issue. It is a tool that can give companies the ability to get a customer’s eye view of the user experience. Therefore, building a Customer Journey Map is important. It can help you to know how your business works. And it can help to spot potential weaknesses and allocating resources more effectively. Plus, it will even help to constantly improve and streamline your customer service.
But, building a Customer Journey Map doesn’t need to be a complex process. And it can be simple, and to see just how easy it can really be, read the full article on JeffBullas’s Blog.
- 20 Feb
Cognitive Marketing: 5 Psychological Tools to Boost Your Marketing ROI
As marketers, we should understand the decision-making process of our customers. As the economy grows and the choice of products increases exponentially, it’s more important now than ever to know why the customer chose a brand. Was it random? Was it pricing, location, the color of packaging? Or all of those things?
Classical economic theories explain human behavior in a rational, mathematical way. In that theory, it claims that customers choose the product that brings them the most utility. They tend to pick the one that is best for them and the cheapest one among its competitors. As marketers, we know that’s at least not always the case. Otherwise, advertising wouldn’t be as effective as it is. But psychologists know more. They know this is absolutely wrong. They know people are irrational, unreasonable and impulsive. And, most of all, they are horrible at maths, unlike what economists assume.
To learn some cognitive biases people rely on when making a decision, and a peek at which marketing ideas you can apply after discovering these biases, read the full article at Jeffbullas’s Blog.
- 08 Feb
How Neuromarketing Could Revolutionize Marketing
by Clifford Chi
With the rise of digital media, the entire marketing landscape has shifted. One advantage over ‘traditional marketing’ is the ability to measure a campaign’s performance. But even with all of these metrics, we still can’t measure what is arguably the most crucial indicator of a campaign’s performance. And that is emotional resonance. But what if we could actually measure emotional resonance?
This is Where Neuromarketing Comes In
Neuromarketing is a blend of neuroscience and marketing designed to help brands gauge the emotional resonance of their current and future marketing campaigns. And even though we live in an age of data overload, where you can measure almost anything, we still are still not able to accurately gauge the most important element of your marketing campaign — its ability to make your audience feel something.
Fortunately, the neuromarketing space is rapidly evolving, and its technology is becoming more affordable and practical for marketers. And, hopefully leading to its mainstream use tomorrow. To learn how this can impact your marketing, read the full article at HubSpot.com
- 06 Feb
The Psychology Behind Viral Marketing Videos
by Clifford Chi
In 2007, brothers Chip and Death Heath rose to prominance. They did that when their book Made to Stick: Why Some Ideas Survive and Others Die climbed to the top of both The New York Times and Wall Street Journal bestseller lists.
Their book was able to achieve this level of success because it taught their model for making ideas “sticky”. Or, in other words, how to make ideas digestible, memorable, and compelling, something we all want to do in our marketing. But, their ideas also explain a lot about the psychology behind what makes a marketing video go viral.
The Heath Brothers noticed that a “sticky” idea usually follows six principles. And by applying these principles to our marketing videos, they will become that ‘golden ticket’ to the viral video hall of fame. And to see some examples of how this works and some tips on how you can use them, read the full article at HubSpot.com
- 31 Jan
6 Cognitive Biases You Can Exploit to Boost Sales
As human beings, we tend to think we are perfectly rational beings. But, in reality we aren’t. At least that’s what decades of cognitive research has shown. And that research has shown that simple, seemingly innocent tweaks can significantly influence the choices that consumers make.
These simple tweaks can significantly influence decisions thanks to cognitive biases.
Cognitive biases are common mistakes in reasoning that occur when we value perception or beliefs over reality. And some of these cognitive biases are common enough that you can count on them to influence consumer behavior, and even include them in your marketing strategy.
To get you started, here are six cognitive biases that you can use in your marketing strategy to boost sales at WordStream.com
- 08 Jan
Six Neuroscience Principles to Supercharge Your Marketing Campaigns
by John Pucci
People today are being bombarded by messaging. But, as a marketer, trying to navigating this digital world can feel a little like living in Times Square. And this sensory overload poses a challenge to all brands.
So, the questions remain. How can you find ways to get your messages across? And, how can you break through all the noise?
Neuroscience may be a field that has a lot to offer marketing
But marketers and brands can benefit from a deeper understanding into how the brain drives human behavior that neuroscience can offer. And you can do this by integrating neuroscience principals into marketing. It can help you can achieve the messaging stickiness you need, even in a world of deafening digital noise.
Here are six neuroscience principles that brands can use to supercharge their campaigns at MarketingProfs.com
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- 06 Dec
How to Heat Up Marketing Impact With Data-Driven Personas
A customer persona is a figurative sketch of an audience segment. Marketers rely on those personas to define customers and their needs. Then they can meet those needs and wants. And, when you’re smarter about your audience’s needs and behaviors, you can meet those needs more effectively. Thats where a customer persona can help.
But The Bad News Is . . .
However, the problem is that too many marketers are still relying on traditional personas even though consumer behavior has evolved far beyond such tidy categories. And as a result, the relationship between brands and consumers has become stunted.
That’s where a data-driven approach to personas can make all the difference. And to learn how to go beyond the limits of traditional marketing personas, read the full article at MarketingProfs.com
- 19 Sep
The Ultimate Guide to Emotional Marketing
by Allie Decker
By now, we are all well aware that today’s consumers are better educated. And they are better equipped to research what they don’t already know. But they’re also flooded with advertisements on a daily basis.
In such a busy marketing world, how can you make sure your company stands out?
Here’s how. By tapping into another major component of the consumer’s attention span and purchase decision. You can do it through emotions.
To learn what makes emotional marketing so powerful and how you can leverage it to connect with your audience and encourage them to act, read the full article at HubSpot.com.
- 04 Sep
5 Psychological Principles You Can Use To Convert More Website Visitors Into Customers
from Jeff Bulla’s Blog
Occasionally we all make a purchase, only to wonder after why we bought that. In most cases that’s what is called an impulse purchase. And it is something that doesn’t just happen by accident. A lot of research and science has gone into the human psychology of purchasing. And if you have ever stood in a check-out line at your local grocer you get a front row seat on how it works.
The answer is rather simple
Those types are purchases are made because there has been some type of psychological influence to do so. In fact, that influence was so powerful that they did so when they didn’t even want to. Now, there’s a greater implication here. After all, if it’s possible to convince uninterested people to buy a product, then it’s definitely possible to convince interested people at a much higher rate.
The trick lies in understanding the hurdles that your target market needs to jump before buying and then helping them make those leaps. To get you started, here are five psychological principles that will do just that on Jeffbullas’s Blog.
- 01 Jun
Happy Customers Are the Biggest Marketing Opportunity of 2018
Today, people – your customers – are more informed than ever before. They have seemingly limitless options at their disposal, and unprecedented clarity into how businesses treat their customers. These changes have translated to a sharp shift in power from business to customer. And this has resulted in dramatically higher customer expectations.
Your customers are less trusting and less patient than they’ve ever been
Potential buyers care less about what you have to say about yourself. They, and more than ever, want to learn about what your customers have to say about you. No matter how good, nothing you can ever write or create will be as trusted, as motivating, or as influential to potential customers than what your current customers have to say about you.
And that’s why Happy Customers Are the Biggest Marketing Opportunity of 2018. And to see how you can leverage that, read the full article at HubSpot.com
- 21 May
Five Subtle Mistakes That Are Limiting Your Marketing Response Rate
by Tim Carr
Every company struggles to target the right audience. And, just as importantly, they struggle to grab the audience’s attention long enough to drive real action. After all, consumer attention spans have now waned to a mere eight seconds. That’s down from a whopping 12 seconds not even two decades ago.
No Gain to be Made by Blaming the Audience
But blaming consumers for a lack of interest in your digital marketing efforts isn’t going to solve the problem. Nor will all those tools that keep you abreast of every click, like, and share. They serve only to confirm that something isn’t working, but they do nothing to tell you how to actually improve performance.
And even the most subtle of mistakes can keep consumers from doing what you want them to do. So, if your response rate is falling short of expectations, don’t rush to overhaul your marketing strategy or media spend. Instead, check for some of the following less-obvious mistakes in this article at MarketingProfs.com
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