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Everything related to buyer personas

Monthly Archives: May 2013

10 Ways to Know Your B2B Buyers Deeply Using the Buyer Persona Canvas

Getting in alignment with buyers today is no easy feat.  Every time there is a quarterly review, a pipeline review, and just any kind of review – there is the lingering wish to know more about your buyers. Insight into buyers is harder to come by.  The business world has been flipped upside down when it comes to the buyer-seller relationship.  I believe it is a good thing.  It is good for business, good for sellers, and good for buyers.  What we all are striving for is the common good of getting to know each other more deeply. In my…

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Article by Tony Zambito

What is a Buyer Persona? Why the Original Definition Still Matters to B2B

When I first founded buyer persona development a dozen years ago, I used to get asked, “What is a buyer persona?” quite often.  Nowadays, as I engage in conversations about buyer personas and buyer insights, I have to remind myself to ask what the person believes a buyer persona is. Of late, there has been a rash of definitions added to the many, which has surfaced over the years.  It is time to revisit the original definition of buyer personas and breakdown why it still matters. The Definition The original definition established in 2002:  What is a Buyer Persona? Buyer…

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Tony
Article by Tony Zambito

Buyer Foresight: Article Roundup Vol. 1

Something new. Periodically, I will highlight a compilation of linked articles I have written to help people.  The purpose is to reflect on what can truly provide new thinking for use in today’s complex business world.  My hope is such reflection will help people to gain their own foresight into future possibilities. Let’s get started: The Art of Buying With this article, the purpose is to bring attention to the question of why people buy.  Sometimes it takes art versus science to answer this question. 5 Buying Behaviors of the Persona Buying Cycle Looking back, this thinking continues to evolve…

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Tony
Article by Tony Zambito

3 Steps For Finding Profound Buyer Insights Like Sherlock Holmes

Sherlock Holmes is the most famous fictional detective of all time.  Introduced to the world in 1897 by Sir Arthur Conan Doyle.  Well noted for his logical reasoning, canny ability to get people to confess, and use forensic science to solve the most heinous crimes. Given the complex nature of B2B Marketing and Sales today, finding profound buyer insights takes the same level of investigation.  However, the upside can result in a significant competitive advantage yet unforeseen.  Being a fictional character, Sherlock Holmes had the fantastical ability to see what the common person could not. 1. Where to Begin I…

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Tony
Article by Tony Zambito

What is a Buyer Insight?

“What exactly is a buyer insight?” I was asked this recently.  It made me think.  It is a term you hear and easy to quickly assume you know.  Turns out, there seems to be confusion given the rise in the use of the term “insight”. Defined A good place to start is with a brief answer to the question itself.  Here is my guiding answer: A buyer insight is a profound, not-so-obvious, revelation as well as understanding of buyers, which leads to new innovations, value creation, marketing & sales capabilities, and business growth. The basis of this definition is a…

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Tony
Article by Tony Zambito

How Activity-Based Buyer Persona Development Generates Opportunities

We are busy people.  Our business and personal days are filled with activities.  The activities we engage in usually are designed to help us accomplish either a business or personal goal.  For example, I get up early and go to the gym and engage in the activities of exercising.  Not because I just want to – but because I have a goal of losing weight! Often times, marketing and sales folks have no idea about the activities our customers and buyers perform on a daily basis.  Yet understanding these can yield rich and robust insights into goals, which drive buying…

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Tony
Article by Tony Zambito

Map Content to the 5 Phases of the B2B Buyer Persona Buying Cycle

B2B business strategies were much simpler back in the day.  In the pre-Internet and pre-digital age, the target of one customer or buyer was an accepted viewpoint.  We are no longer back in those days. We are in the new digital age.  This new age consists of more complexity, collaboration, co-creation, and new emerging buying behaviors.  Recently, I introduced the concept of the Persona Buying Cycle™.  It represents a view of understanding new buying behaviors via the B2B buying cycle.  Designed to help us address not only new behaviors – but address new complexities. The Why Last year, I suggested…

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Article by Tony Zambito

How Google is Beating Apple with Buyer Foresight (What B2B Marketing Can Learn)

At the recent Google I/O 2013 Keynote, Google announced a laundry list of new enhancements and services.  Solidifying its’ game plan of playing offense rather than defense with innovation.  Which, at this writing, is putting the challenge on Apple to respond. My thoughts shared here are heavily influenced by a brilliant article from Mike Myatt entitled –Leadership Lesson: The Difference Between Google and Apple.  Mike is one of our best thinkers on leadership and is the author of Leadership Matters . . . The CEO Survival Manual.  Here is Myatt’s view on how Google is gaining the edge on Apple:…

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Article by Tony Zambito

3 Ways to Be a Market Leader with Buyer Foresight

Every company has aspirations to become the market leader in their space.  Leading your market has built-in advantages over your competition.  Market leadership helps to ensure a level of stability and longevity. Getting there and staying there is the hard part. The demands of the market and the buyers within them can set the bar very high.  Being the market leader can be very tenuous as buyers evaluate new emerging technologies and options.  Rising to the top also comes with a heavy responsibility.  Which is this: Customers and buyers expect market leaders to provide them with a roadmap of the…

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Article by Tony Zambito

4 Reasons Why Content Marketing Should Care About Audience Development

Over the past year, questions about content marketing effectiveness are beginning to surface.  The Content Marketing Institute as well as a survey sponsored by eConsultancy, indicated belief in effectiveness was under 40%.  Most recently, SiriusDecisions made this statement: “Fully 60 to 70 percent of content churned out by b-to-b marketing departments today sits unused. This stark statistic underscores the urgent need for a content revolution in b-to-b organizations.” There is consistency on both the customer/buyer as well as the seller side regarding this issue.  In my qualitative research work in the past year, this view was evident. Digging into the…

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Article by Tony Zambito
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