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Everything related to buyer personas

Monthly Archives: June 2013

Improve Effectiveness: A Content Strategy Model Aligned to Buyer Personas and the Persona Buying Cycle

Do you know what your buyers think about?  How they explore options?  What conversations are important for them to have with sales?  What type of information needs they have? For both marketing and sales, getting answers to these questions is becoming critical just to get in the game.  While these types of questions have existed throughout the last several decades, they take on new dimensions in the digital age.  To answer them requires new perspectives and new skills.  Today’s buyers are also changing their own means of getting answers to their questions. Guiding Principles For Chief Marketing Officers, an important charter…

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Article by Tony Zambito

Who Should Build Buyer Personas? Marketing or Sales?

Over the past year, I have been getting this question asked more frequently.  To be honest, it actually is a very disturbing question to me. Before I explain why, I would like to start with two trivia questions: A. When buyer personas were first launched in 2002, which group was the biggest advocate of this research and development process? B. Which corporate group put up the most resistance to this new concept? If I could see a bunch of hands go up in the air at this moment, I would bet many of you answered the question A with marketing…

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Article by Tony Zambito

Should the Chief Customer Officer Be The Hub for Buyer and Customer Insights?

Since 2003, the role of the Chief Customer Officer has gone from numbering under 30 to numbering in the thousands today.  While still new and evolving, this role holds promise for significance in building true customer-centric businesses.  An interesting development during the past ten years is counterintuitive.  The role sounds logical for large enterprises.  According to Curtis Bingham, the Executive Director of the Chief Customer Officer Council, the largest concentration of CCO’s has been in mid-size companies. Bob Thompson, CEO and Editor-in-Chief of CustomerThink, recently covered Forrester’s report on How Chief Customer Officers Orchestrate Experiences by Forrester Principal Analyst Paul…

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Article by Tony Zambito

Bridge the Divide Between Marketing and Sales with the Buyer Insight Bridge

The issue of Marketing and Sales Alignment has been raging on for several years.  We have heard all kinds of reasons why.  From sales not receiving support they need, to marketing believing sales is not following up on its leads.  We have also heard we have to align with customers and buyers.  I agree.  I think it is more than that. The Big Shift Let us first acknowledge a big shift.  We are undergoing the biggest shift in buying behaviors in many a decade.  As I have previously written, in my article, 3 Steps B2B Chief Marketing Offers Need to…

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Tony
Article by Tony Zambito

5 Actions Chief Marketing Officers and Chief Sales Officers Can Take to Bridge the Big Insight Gap

On the minds of most executive leaders for B2B organizations is two pressing objectives.  They involve two additions – increasing customer acquisition and increasing customer retention. From a customer lifecycle and buying cycle perspective, it means getting more in the front end and less leaking out the back end.  At the most basic level, it is fundamental to achieving growth and profitability. For CMO’s and CSO’s – there is a lot riding on both. Answering Big Questions B2B organizations are struggling with big questions.  They are not new.  They have existed since the dawn of business.  The struggle today has…

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Tony
Article by Tony Zambito

Who Should We Interview When Developing Buyer Personas? (Find Out Who Matters)

When it comes to buyer persona development, recruiting and interviewing the right people matters.  I get this question frequently.  It may sound like an easy question to solve.  It is not and has a way of raising more questions. Avoid the Easy Route Typically, I have heard the response of getting started by going to sales and sourcing for recent deals won or loss to recruit buyers.  This is usually the wrong place to start.  Putting a box around a win/loss approach and calling it qualitative buyer research is loaded with peril.  While recent wins and losses can be a…

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Tony
Article by Tony Zambito

3 Steps B2B Chief Marketing Officers Need To Take To Survive The B2B Buyer Revolution

The CMO’s of today are facing the challenge of surviving in a new world.  This new digital age has marketing in the throes of a buyer revolution.  Like any revolution, organizations, and institutions are going to topple. I was recently asked what I believed was the next “hot thing” in marketing.  I have been thinking about this for a while now.  Typically, when you hear a phrase like the “hot thing”, it is easy to think some form of technology (marketing automation for example), renaming of long-standing practices to adapt to new dynamics (content marketing as an example), or some…

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Tony
Article by Tony Zambito

5 Obstacles to B2B Market Research and Actionable Customer Insights

The idea of market research has been around for a very long time.  Conceptually, market research is a strong component of overall business strategy.  A key element of market research is the gathering of valuable buyer and customer insights.  Ideally these insights will result in competitive advantage, innovation, and market leadership. Sounds good.  Except there is one issue we are all dealing with.  We do not live in an ideal world anymore. The global spinning world of networked buying behavior is calling for business to rethink how to gather insights.  While Big Data offers one avenue, it is still a…

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Tony
Article by Tony Zambito

Is Your Organization Listening To Your Buyers? (How It Can Using 4 Stages of the Buyer Insight Maturity Model)

We hear it all the time.  The mantra of being customer and buyer focused.  Every year it shows up in one document or another.  It is widely announced at the beginning of each year.  The national meetings and celebrations fire up the troops.  Then, like a slow warping LP record in the hot sun, it begins to lose its’ clarity and sound.  The mantra dies. There has been much focus on customers and buyers over the past few years.  The need to listen and understand buyers today is broadcast throughout the business world on a daily basis.  In a recent comment…

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Article by Tony Zambito

How Many Buyer Personas Do I Need? (The Answer You Need To Know)

I get asked this question – a lot. I read many incorrect answers – a lot. The right answer matters – a lot. Confusion Reigns This is one of the most asked questions I have encountered since creating the buyer persona concept a dozen years ago.  What concerns me today with the rising interest in buyer personas, is how often this question is answered incorrectly.  The result is confusion in many areas. First, a look at the usual confusing – and incorrect – answers proliferating today: A buyer persona should be created for every role Buyer personas are built for…

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Article by Tony Zambito
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