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Everything related to buyer personas

Monthly Archives: October 2018

The Buyer’s Journey Will Transform Into The Buyer’s Quest By 2020

Funnels, stages, paths, journeys, and more labels that suggest some form of a linear line of thinking has dominated marketing and sales for decades.  Whereby the notion of awareness, evaluation or consideration, and purchase decision is built-in to these views.  In reality, whatever labels have been applied, there are more similarities than differences. As forward-thinking marketing and sales leaders prepare for 2020 and continuous digital disruption, it is time to alter this line of thinking. In vogue the last few years is the idea that the buyer’s journey is the best way to view how buyer’s get to a decision. …

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Tony
Article by Tony Zambito

3 Deep Buyer Insights Must-Haves By The Year 2020

Being relevant today in a digital world filled with millions and billions of interactions per day is one of the greatest challenges facing organizations today.  Both B2B and B2C (and hybrid) are investing in attempts to capture these interactions.  In the form of data and analytics, organizations are hoping to glean informative insights into the purchase behaviors of their buyers and customers.  With hopes that the new trend of Artificial Intelligence (AI) can serve up exactly what customers want at the right time. While what is happening today in Big Data and AI can be characterized as “listening”, it is…

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Tony
Article by Tony Zambito

6 Variables Making Buyer Insights Driven Sales Transformation Critical By 2020

For the past few decades, solution-based selling was the dominant theme in building sales organizations.  Solution-selling methodologies and training proved to be a big business.   B2B organizations reworked their sales organization and invested heavily to be more consultative with buyers. B2B entities are finding it hard to let go and prepare for sales transformation in the new digital era of commerce.  In the last few years, we have heard plenty about insights-based selling.  This should not be confused with the imperative to undergo insights-driven sales transformation.  Insight-selling places emphasis on sales reps delivering helpful insights to potential buyers.  Complementing existing…

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Tony
Article by Tony Zambito
Illustration by LAFS

How Insights Into The B2B Lifecycle Can Prevent A Blind Spot In 2020

The speed at which changes in buying behaviors and decision-making are occurring is a challenge faced by B2B organizations.  With data and technology as drivers, the time at which insights can serve as relevant is shrinking also.  This phenomenon of speed in changing behaviors will cause a shift in thinking on the gathering of human-centric insights by the year 2020. When I first pioneered the concept of buyer insights research and developing buyer personas seventeen plus years ago, the “sales funnel” was something you could count on not changing that drastically over a few years.  As we have gone through…

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Tony
Article by Tony Zambito
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