ai7pz – Page 5 – Whitney White

Have the Differences Between B2B and B2C Marketing Disappeared?

August 11, 2019

B2B Buyers, B2B Buying Process, B2B Marketing

Recently, it’s become popular to downplay the differences between B2B and B2C marketing. Some industry analysts and commentators have forcefully argued that all marketing should be viewed as “business-to-human,” “human-to-human,” or something similar. It’s certainly accurate to say that virtually all forms of marketing involve the communication of messages to human beings. It’s equally true…

What Communication Channels Do Customers Prefer? It Depends!

August 4, 2019

B2B Marketing, Customer Experience Management

Last month, the CMO Council in partnership with Pitney Bowes published the results of a study that sought to identify what communication channels consumers prefer to use when interacting with the companies they do business with. The Critical Channels of Choice report is based on a survey of more than 2,000 consumers with nearly equal…

Why One Strategy for the Status Quo Isn’t Enough

July 28, 2019

B2B Buying Process, B2B Marketing, B2B Selling Process, Marketing Effectiveness

B2B purchases come in all shapes and sizes, and B2B buying decisions are made under a wide variety of circumstances. The context of a buying decision includes – among other things – the cost of the product or service, the complexity of the product or service, how familiar the buyers are with the product or…

Measuring the Maturity of Marketing Operations

July 21, 2019

B2B Marketing, Marketing Effectiveness, Marketing Efficiency, Marketing Performance Measurement

A recent survey conducted by Econsultancy in partnership with Sojourn Solutions provides several valuable insights regarding the state of marketing operations (MOPS) at large and mid-size B2B companies. The 2019 Marketing Operations Maturity Benchmarking Report was based on a survey of 171 senior executives at B2B companies with 2018 revenues of more than $250 million.…

New Research on the Attributes of Complex Buying Decisions

July 14, 2019

B2B Buying Process, B2B Marketing, Marketing Effectiveness, Marketing Tactics

Demand Gen Report recently published the findings of its eighth annual B2B Buyers Survey. The 2019 survey received responses from more than 250 B2B executives representing a variety of industry verticals. Fifty-four percent of the respondents said they predominantly made software/technology purchases. Another 19% said they primarily purchase IT hardware. So about three-fourths (73%) of…

McKinsey on How CMOs Can Effectively Lead Growth

July 7, 2019

B2B Marketing, Marketing Effectiveness

Last month, McKinsey & Company published an article that discussed the evolving role of marketing – particularly the role of the CMO – in driving business growth. Marketing’s moment is now: The C-suite partnership to deliver on growth was based in part on a 2019 study that included interviews with 60 C-level executives and quantitative…

Despite Challenges, Marketers Remain Committed to CX Technologies

June 30, 2019

Customer Experience Management, Marketing Automation

In my last post, I discussed some of the findings from a recent study by The Harris Poll and RedPoint Global. Addressing The Gaps In Customer Experience was based on the results of two surveys. One involved 454 senior marketing and customer experience executives, and the second involved 3,002 adult consumers. The participants in both…

New Research Highlights Personalization, Privacy, and Customer Experience Performance

June 23, 2019

Customer Experience Management

Senior company leaders in virtually all types of businesses now recognize that providing great customer experiences is a critical source of competitive advantage and a primary driver of business performance. As a result, customer experience (CX) management has become a top strategic priority in many enterprises. Given this interest, it shouldn’t be surprising that CX…

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