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Everything related to buyer personas

Monthly Archives: September 2013

5 Steps To Goal-Directed Content Marketing

Are the goals you think of, consciously and non-consciously, the same as they were five years ago?  Ten years ago?  The chances are, they have changed.  For some, changes may be subtle while for others goals have changed substantially. Significant shifts in buyer behavior as a result of evolving digital technology are causing both buyers and sellers to revaluate their goals.  Some goals are explicit and conscious.  Others are personal in nature and live in the non-conscious.  One thing we can count on is buyer goals are changing.  Another thing we can count on is if information from sellers is…

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Tony
Article by Tony Zambito

Is 80% Of Your Content Marketing A Swing And A Miss?

Lately, recent studies and reports on the effectiveness of content marketing have been sobering.  Content marketing ineffectiveness continues to be a hard-pressed issue for B2B organizations making substantial investments in content strategies.  A new study indicates content may just be playing a hit or miss game. Alert Mikal Belicove, a su_columnist and contributor to Forbes.com, authored a post, Content Marketing Study Suggests Most Content Marketing Doesn’t Work, which alerted me to another perspective.  Mikal’s well-written article referenced a recent study conducted by InboundWriter, which suggest online content marketing is showing little results online. The study involved examining traffic patterns for…

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Tony
Article by Tony Zambito

Are You Prepared For B2B User Demand Generation?

Frustrated personnel.  Frustrated at not being able to do a better job.  Frustrated at not being able to help customers.  Frustrated at learning there are better ways but no plan in place to improve.  Feeling helpless to do anything about their frustrations.  Which is, until now. The enabling wave of digital technology and the democratization of information is being felt among the end-user communities within organizations today.  Awakening a voice of influence long silent and constrained by traditional hierarchies in place since the 1950’s.  As B2B organizations become more global, flatter, and collaborative – the voice of the user will…

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Tony
Article by Tony Zambito

Are You Frustrating 33% Or More Of Your Buyers?

33%.  One third.  If you have 3,000 buyers, this means 1,000 buyers.  Having 10,000 means 3,000.  Up to 100,000 means 30,000.  This is how many buyers you can potentially be frustrating.  This is a lot of buyers. A Big Problem As I was reviewing the Buyersphere Report 2013 produced by Base One and B2B Marketing (in association with McCallum, Layton, and Research Now) a brief footnote on frustrations caught my attention.  Yes, it is only one survey.  However, when approximately a third of respondents faced frustrations in their search for information to help them make decisions – this is not…

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Tony
Article by Tony Zambito

Do Your Buyer Personas Look Like They Are From 1980?

It is downright scary.  Pressure is building to come out of the recession and light a fire undergrowth.  Marketers and sellers are responding impulsively.  How?  Slipping back into a time warp of the ‘80’s.  A world filled with focus on product centers, product marketing, selling features and benefits, and the buyer was a target – which bought, not engaged. Times Have Changed We know market dynamics, buying behavior, and technology has changed.  Marketers and sellers are in the throes of a buyer revolution.  It is not going to end soon.  The pace of change will accelerate.  It is going in…

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Tony
Article by Tony Zambito

Why Are 76% of Content Marketers Forgetting Sales Enablement?

24%.  That is it.  At the recent Hubspot Inbound Conference in August, this percentage was mentioned.   It represents the percentage, from Hubspot’s recent State of inbound Marketing report, of marketers surveyed who do have agreements with sales on defining lead responsibilities.  Very surprising and no wonder there have been increasing indications of content marketing ineffectiveness. Half The Story Statistics being statistics let us presume further validation would still be close with a plus or minus 5-percentage spread.  It means it is quite possible nearly three-fourths of marketers are not in alignment with sales on an important issue.  A read into…

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Tony
Article by Tony Zambito

5 Core Components of Buyer Persona Development

What exactly is buyer persona development?  Recently, this question came from several who have “done personas” but have met resistance or disappointment.  Our discussion centered on why the buyer personas developed offered little value. Why No Value? In my conversations helping people, there are two reasons why buyer persona efforts have been met with either resistance or disappointment. Buyer personas are perceived as a customer profile.  A customer profile with a picture offers little value. Sales intelligence is misperceived or misrepresented as buyer insights. These two reasons can result in resistance and disappointment.  While a customer profile can help with…

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Tony
Article by Tony Zambito

Can You Predict When Your Customers Will Buy?

During the past two to three years, there has been much focus on understanding the buying process, buying cycles, or as some call it – buyer’s journey – of buyers.  Due to shifts in buyer behavior towards research and evaluation before sales interactions, we have seen the idea of mapping content to buying stages and buying journeys.  I am not so sure this gets us where we need to go. Mass Confusion There have been many attempts to depict the buyer’s journey and buying process.  We have circles, arches, straight vertical lines, wavy lines, and more.  My hunch is buyers…

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Tony
Article by Tony Zambito

Are You Ready For The Consumerization of B2B Buying Behavior?

A major shift in buying behavior is occurring.  If you are not on top of it, you may be the last to find out what people as buyers are saying about you.  And, you may have your assumptions about how you stack up against competitors shaken. Something Else The struggle with content marketing ineffectiveness may mean buyers want something else.  The something else may be just around the corner. What is going on? Our thinking about B2B Marketing and Sales can be changed forever if buyers adopt technology, which allows them to openly share opinions and reviews.  What is looming…

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Tony
Article by Tony Zambito
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