You are here: Home / Archives for Influence

B2B Buyer Behavior – What Works in 2011


With the recent release of both the Buyersphere B2B research and Google Marketing Outlook for 2011, information about B2B buyer behavior and B2B marketing is only a few clicks and a pdf away. The Buyersphere surveys European buyers only, and the Google Marketing Outlook surveys primarily American marketers, which you could chalk up as the reason for two big fat inconsistencies as to where B2B lead generation will be had. But, because both groups focused upon, and agreed digital and internet sources are the most preferred, culture is sort of irrelevant. I mean, web-based activity is web-based activity, whether it comes from Ohio or Kazakhstan. At any rate, buyer behavior as documented in the Buyersphere is straight from the horse’s mouth. So, you marketing folks – listen up, and you won’t have to read 40+ pages of pdf documents.

There is one B2B marketing channel that was reported all-around to be the biggest money-sucking, budget-draining form of marketing: trade shows/offline events. Despite that marketers agree buyers prefer digital sources, 28% of marketing budgets went to trade shows: way, way more than any other form. Crazier still, 38% of marketers said they were going to spend even more in 2011. So, either trade shows are just crazy expensive, or marketers are going a little nuts with event fliers and logo t-shirts. Whichever it is, trade shows dropped from 33% to a piddly 18% in 2011, as sources that B2B buyers used at any point during a purchase process. So, a word of advice for marketing VPs: ease up on the trade show bucks.

The next inconsistency may surprise you. As said, both buyers and marketers agree internet sources are the most preferred. 40% of marketers apparently think Facebook Walls and Twitter followers are part of those preferred internet sources with the most influence. Oh contrare, according to the buyers. Only 10-12% of buyers used any social media – specifically Facebook, blogs and Twitter -to garner information at any point during the purchase process. Meanwhile, supplier websites/content and search engine research jumped from 55% to 70%, and 41% to 65%, making them the biggest sources of B2B buyer information.

So, how does this boil down for B2B lead generation, and how to get it? Well, B2B buyer behavior is definitely demanding more and more information from providers and suppliers. But, concentrating on the right sources with B2B marketing is key. So, beef up your web content, not your Facebook friends. Upgrade SEM instead of your LinkedIn profile. Hire SEO and web content writers, instead of bloggers and Tweetybirds. And, maybe reduce the whole bazillion dollar budget for event booths and hand-out buttons. Nobody wears buttons anyway.

Top Persuaders Easily Impact Emotions


Top Persuaders Easily Impact Emotions [ 3:03 ] Play Now | Play in Popup | Download (1712)

Over the years, you, like me have had fun, exciting, joyful, and happy experiences that you can instantly remember when prompted to do so. For example, I distinctly remember my Mom giving me my first bicycle. It was royal blue! The handlebars had motorcycle style racing grips and it had an 8 inch wide ten speed type seat with shock-absorber-like coil springs underneath. As you might imagine, I spent many hours riding that bike, alone and with friends, for countless miles. What fun times I had! Can you remember your first bike?

Why do you remember? The short explanation is… you were in a heightened emotional state of excitement, joyfulness, or happiness back then. Additionally, you went on to have many pleasurable moments while riding your bike, didn’t you? Anyway, you might be asking, “What does this have to do with persuasion?” Good question!
[Read more...]

Influence and Persuasion: Why You Buy What You Buy


Influence and Persuasion: Why You Buy What You Buy [ 1:46 ] Play Now | Play in Popup | Download (1699)

In a time of economic uncertainty, people tend to tighten their purse strings, only purchasing what’s needed. What’s great about that is most people in our society don’t buy what they need, they buy what they want. Don’t believe me? That’s fine. May I ask you a question?

How many people do you know who drive expensive, luxurious SUVs such as the Cadillac Escalade ($50,000)? I humbly submit to you that they didn’t “need” that expensive of an automobile, they wanted it. They wanted the feelings of luxury, power, accomplishment, and uniqueness that come from driving such a wonderfully made vehicle. However, I also submit to you that they give themselves the permission to feel that way after buying that automobile, when in actuality they could’ve decided to feel those emotions without the price tag.

What that means is, we have been conditioned by advertisers to believe that in order to feel a certain way, we have to buy their clients’ clothes, cars, and jewelry. Is there anything wrong with that? You’ll have to answer that question. I simply wanted to shed some light on the fact that you can feel anyway you want, when you want, and without drugs. lol

Am I suggesting that you stop buying what you want, and only buy what you need? Absolutely not! However, I am advising you to decide to feel good now, whether you have what you want or not. It’s your choice. Isn’t it?

With your success in mind,

Ron

50 Social Media Phenoms


Welcome!  It’s been months since I’ve posted to this blog. However, as you know, I’ve continued to connect with you and others on the big three social media sites. I’m elated to be connecting with you again through my blog today. In this post, I want to introduce you to some people you should know because, well, they ROCK as people and social media users!!!

What is Going to Happen to the Powerful and Influential People in Social Media Lists?

As you might recall, in the past couple of years I’ve posted a list of people who were deemed by a number of Twitter users as some of the most powerful and influential people in social media. It amazed me how much attention my blog received because I published those lists – but I’ve decided against publishing that type of list again.  The difficulty of receiving notification (in a timely manner) of all of the people who undoubtedly deserved to be on such lists was one reason I made that decision. As a result, my blog was filled with comments that ranged from encouraging to quite rude, which was great because of the exposure it afforded the people listed, my blog, and me.

However, at the end of the day I felt compelled to do something new this year.

So the list below consists of people with whom I’ve built varying degrees of relationship during my usage of social media and social networking sites. In fact, I have spent hours on the phone or in person with many of the people listed. Not only do I consider them Social Media Phenoms, I consider many of them friends. I hope that, like me, you’ll manage to build invaluable relationships with them in the days and weeks ahead. Without further ado, here are some people I consider Social Media Phenoms:
[Read more...]

Think Like An Ethical Persuasion Expert


Many years ago, I went to visit Tim, one of my closest friends and his fiery, red headed, girlfriend, Nancy, in their high rise apartment. Right away I noticed an unusual tension in the air. As it turned out, Tim and Nancy had been arguing. Nancy’s face was flush and she was sniffling. On the other hand, Tim was clearly very irritated.

Initially, I thought about leaving them to continue their heated discussion. However, Nancy promptly grabbed her purse and coat and left. I quickly asked Tim,”What’s the matter?” In an angry tone of voice he responded, “Nancy left a *x#@ cup of juice on my keyboard again!” While Tim was talking he walked over to his keyboard and pointed at a circle of water remaining from the cup. He went on to say, “I’ve told her over and over again to not put drinks on my keyboard but she does it anyway. I’m tired of this crap!”
[Read more...]

Achieving What You Want in 2010


Happy New Year!

Here we are beginning a new year and a new decade. As a result, you – like so many other people – probably decided on resolutions to reach higher heights in some area of life that matters. For instance, you might have chosen to improve your health, increase your wealth, better your relationships, or sharpen your skills.  No matter what area you picked, I wonder if you are still going for it.  The reason I wonder is research shows that 95% of the population that resolved to effect positive change in their lives this year quit pursuing the change by January 15th.

Why People Quit

Why do people quit?  The simplistic explanation is pain.  As human beings we are hard-wired to do more to avoid pain than to gain pleasure.  What’s fascinating is the pain is rarely based in reality.  How do I know?
[Read more...]

Ethical Influence


Back in May 2008, I interviewed E. J. “Jay” Williams, Jr., the President and Chief Executive Officer of The Jay Williams Group (TJWG), an international marketing and management consulting firm which provides services to broadcasting, media, film, corporate, government and faith-based clients. Jay has worked with clients in France, Canada, England, The Bahamas, Japan and throughout the U.S. Our topic of discussion was “Ethical Influence.” Enjoy!
[Read more...]

Ethical Influence [ 15:59 ] Play Now | Play in Popup | Download (2193)
« Older Posts