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Everything related to buyer personas

Monthly Archives: October 2014

The State Of Buyer Personas 2015 Survey

I could use your help. For the past few years, I have put together an annual perspective on the State of Buyer Personas.   This coming year, I will welcome responses to a comprehensive survey to include in this perspective. It is hard to believe nearly thirteen years have passed since founding the concept of buyer persona development. The concept has gone through various evolutions – some good and some not so good. One thing we can count on remaining central is the core concept of buyer personas being part of a human-centered approach towards understanding buyers. While buyer personas have…

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Tony
Article by Tony Zambito

How Context Influences Good Content

Major themes running through marketing and sales since 2012 has been companies are increasing spending in content marketing. Several surveys in 2014, including those from the Content Marketing Institute and eMarketer, show up to 70% or more of marketers plan to increase spending in content marketing. This is despite recent surveys and reports, such as from Forrester, indicating 85% or more find their content marketing somewhat effective, somewhat ineffective, or not effective at all. So what gives? Is marketing throwing money down a toilet with content marketing? One thing we know through these surveys, for example from Forrester, is nearly…

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Tony
Article by Tony Zambito

Why Marketing Leaders Should Embrace Story Listening Before Story Telling

“What I’ve seen is a leader doesn’t start with storytelling, they start with story listening.” –John Maeda, Design Partner, KPCB During the past two years, B2C as well as B2B marketing leaders have heard much about the concept of storytelling in marketing. With the number one challenge facing marketers today being one of connecting with customers and buyers, storytelling can seem like one sure bet. Recent headlines in the blogosphere seem to all suggest and promise businesses can accelerate their revenue growth through storytelling. Not so fast. I believe organizations are prone to make the mistake of a rush to…

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Tony
Article by Tony Zambito

How Hologic, A B2B Company, Connects Authentically Through The Human Story Of Breast Cancer Awareness

All across the world, October is recognized as Breast Cancer Awareness month. While we celebrate breast cancer survivors during this month, it is also a reminder for us to pray for the recovery of those suffering from metastatic breast cancer (Stage IV and greater). The hardship women endure from metastatic breast cancer is difficult both for them and their loved ones. During this month, Breast Cancer Awareness is also an encouraging call for women across the world to engage in preventive health practices. The sobering reality today is a person will know of someone with or is personally touched by…

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Tony
Article by Tony Zambito

How GE Uses Human Connection To Empower B2B Corporate Storytelling

“Behind every person, behind every company, behind everything, is a story of how it got there – and the most relevant stories connect on a personal level.” Beth Comstock, CMO of GE. The above comment is a reminder of no matter how complicated or complex a business and its products may be, there is a human story to be told. Offering us the ability to connect on a personal and human level.   GE probably represents one of the most diverse organizations in the world with a portfolio of businesses and products, which can be characterized as complicated, complex, high-tech engineering,…

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Tony
Article by Tony Zambito
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