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UNDERSTANDING BUYING BEHAVIOR IN THE NEW DIGITAL AGE

Audience Development

Are Your Buyer Personas Data Overkill?

Dove Acquistare Tenuate Dospan As the concept of buyer personas has crept into the conscious of both B2C and B2B Marketing, so has misguided representations of buyer personas become prevalent.  With many touted frameworks and processes being representative of buyer personas in name only.  These misrepresentations have also led to a tendency to throw everything, including the kitchen sink, into crafting buyer personas. For example, an organization I helped recently had previously utilized a framework, labeled buyer persona in name only, which consisted of a matrix of 15 plus categories.  Why do I say labeled in name only?  This approach of having 15 plus…

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Article by Tony Zambito

5 Ways B2B CMOs Can improve Audience Development With Buyer Persona Research

http://officinerossopuro.it/?itph=Caverject-Ricetta-Originale The term, audience development, has become more ubiquitous in the world of marketing.  A recognition of the growing importance of digital content marketing to overall marketing strategies today.  For B2C CMOs, the concept of developing audiences and communities has been an essential core principle for some time. For B2B CMOs, the idea of audience development and engagement can be perplexing.  Fraught with confusion surrounding questions such as: exactly what constitutes an audience and is there really a difference between buyers and audiences?   Questions I often receive when working with CMOs specific to B2B. Investing in audience development remains a key…

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Article by Tony Zambito

Overcoming The Content Personalization Challenge With Buyer Persona Research

http://fitnessforhealth.org/?clid=Zithromax-Uk-Online&58a=90 It is clear that one of the top challenges facing marketing, especially B2B marketing, is the ability to connect with potential buyers on a personal level.  Recent surveys of marketing professionals by Rapt Media, Forrester, Seismic, SAP, IBM, and others all indicate that content personalization remains the biggest challenge for marketers this year and for the foreseeable future. The percentages of marketers indicating this as their top challenge are not measly either.  For example, in a survey of 500 marketing professionals by Rapt Media, over 80% stated content personalization as their biggest challenge.  This coincides with previous studies and surveys…

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Article by Tony Zambito

Gaining The Attention Of Buyers In A Hyper-Connected World

here As we have all experienced, our hyper-connected world is becoming more chaotic with more mediums vying for our attention.  Advanced digital technologies have meant more channels to hear, see, and search for information.   For many consumers as well as business buyers, the overwhelming availability of choices can create anxiety-laden confusion.   Causing a seemingly straightforward effort to turn into an exercise fraught with indecision. When we strip away the layers and boil down to the kernel, what most businesses are vying for is the attention of buyers.  Attention is, nowadays, a very precious jewel organizations strive to possess.  Gaining the attention…

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Article by Tony Zambito

Use Buyer Personas To Align Marketing With Business Growth Strategies

Voltaren Supposte Serve Ricetta On the minds of many CEOs for this year and beyond is making business growth a top priority.  From the likes of surveys by IBM and Gartner to surveys by the multitude of research firms across the globe, the one consistent driver identified by CEOs is that of business growth.  Coming out of the doldrums of the near global economic meltdown beginning in 2008, businesses are bent on growing. Alignment is a tricky word.  For marketers, it has meant gravitating towards the inevitable arguing on about tactical marketing and sales alignment.  Where their eyes should gaze is towards aligning with…

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Article by Tony Zambito

How To Gain Deep Insights Into New Customer Buying Behaviors

Fluimucil Ricetta The digital economy continues to evolve at a fast clip.  New technologies are being introduced nearly every month.   Startups are ascending while long tenured organizations suddenly find themselves on shaky grounds.  New services and product introductions are falling flat.   Making the pursuit of understanding why customers are buying or not buying most difficult for many companies today. What we can be certain of is the buying behaviors of customers are changing.  Companies today can no longer sit on the sidelines and watch these changes from afar.  In essence, risking they will be left entirely out of the new digital playing…

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Article by Tony Zambito

How Context Influences Good Content

source url 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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Article by Tony Zambito

Why Marketing Leaders Should Embrace Story Listening Before Story Telling

http://officinerossopuro.it/?itph=Augmentin-Antibiotico-Serve-Ricetta “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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Article by Tony Zambito

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

follow site 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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Article by Tony Zambito
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