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Everything related to buyer personas

Monthly Archives: June 2014

5 Ways GE Put Human Experience At The Center Of B2B Marketing

Over the course of the past few decades, B2B marketing has been perfecting the art of showcasing products or services.  In the pre-Internet days, the focus was on the shiniest and brightest glossy brochure to make products or services look unbeatable.  B2B companies resorted to showrooms and customer demonstration facilities.  All in the hopes of making their products or services stand out from the pack.  This is still happening today in the digital age. Many of today’s B2B organizations still lead with the proverbial – “we are the leading provider of blah blah technology which enables companies to improve effectiveness…

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Tony
Article by Tony Zambito

To The Modern Buyer, The Human Experience Is Everything

Creating satisfying interaction experiences for buyers today is proving to be more complex than most organizations had guessed.  Various surveys and reports continue to put satisfaction with content and information at or below 35% range.  The translation for me, when factoring in the qualitative interviews conducted with buyers over the past year, is not only is there a lack of satisfying content, but also a lack of meaningful experiences. Value The Human Experience A lesson learned over the past few years is there is a risk of making content and the digital experience too self-referential.  Meaning we create content and…

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Tony
Article by Tony Zambito

Modern Marketing Is About Human Connection – Not Robots

This year, more than any in a long time, I am hearing a strong backlash to the volumes of emails and content buyers are receiving.  In the past eight months, after conducting numerous buyer interviews, this pattern has become so evident; it is as if buyers are screaming at the top of their lungs.    In my opinion, there is a cause and effect dynamic taking place in B2B marketing.  It goes something like this: The hard adjustment to the new digital economy is putting pressure on B2B companies to grow.  Many are jumping on the content marketing bandwagon.  This pressure…

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Tony
Article by Tony Zambito

Three Lessons You Can Learn from Ron Johnson’s Failure at JC Penney

(I am pleased to have as guest author for this article Bob Thompson.  Bob is founder and editor-in-chief of CustomerThink.com.  He is also an authority and thought leader in customer experience.  Most recently Bob published a booked entitled Hooked On Customers, which centers on the habits of leading customer-centric firms.) Several years ago, my first visit to an Apple store was to buy an iPod for my son. Amazing experience. The store had a clean and open design, and the staff was really helpful. When I was ready to buy, I realized something was missing. Instead of a row of…

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Tony
Article by Tony Zambito

#BMA14 Takeaway: The Rise Of Humanizing Business Marketing

Last week, at the Business Marketing Association (BMA) 2014 Conference, the theme was “where b2b’s going!”  After three days, it became clearer where.  Business marketing, B2B, is crossing the chasm from cold hard facts-driven marketing to establishing emotional human connections with customers and buyers.  Driven by the evolving digital economy, we are seeing the “humanizing” of business marketing starting to emerge. I was privileged to speak on the first morning of the conference.  My focus was on understanding the modern buyer in the digital age.  Of which, I covered the need for a human-centered approach to marketing.  This approach is…

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Tony
Article by Tony Zambito
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