Insight You Can Use

UNDERSTANDING BUYING BEHAVIOR IN THE NEW DIGITAL AGE

Audience Persona

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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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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Article by Tony Zambito

Improve Effectiveness: A Content Strategy Model Aligned to Buyer Personas and the Persona Buying Cycle

Do you know what your buyers think about?  How they explore options?  What conversations are important for them to have with sales?  What type of information needs they have? For both marketing and sales, getting answers to these questions is becoming critical just to get in the game.  While these types of questions have existed throughout the last several decades, they take on new dimensions in the digital age.  To answer them requires new perspectives and new skills.  Today’s buyers are also changing their own means of getting answers to their questions. Guiding Principles For Chief Marketing Officers, an important charter…

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Tony
Article by Tony Zambito

Latest Report: Why B2B Content Marketing is Failing B2B Buyers

The report is staggering.  After spending millions of dollars on content marketing, B2B marketing appears to have taken a few steps backward. The report I refer to is the 11-page report, produced by the CMO Council and Netline, entitled: Better Lead Yield in the Content Marketing Field.  While this report focused on new content ROI, it proves to be revealing in several ways.    As I read it, this report indicates a dismal failure for B2B Marketing thus far. My basis for this assessment is by looking at the report from the buyer’s viewpoint.  Not the seller’s viewpoint. Therein lies the core…

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Tony
Article by Tony Zambito

Buyer Foresight: Article Roundup Vol. 1

Something new. Periodically, I will highlight a compilation of linked articles I have written to help people.  The purpose is to reflect on what can truly provide new thinking for use in today’s complex business world.  My hope is such reflection will help people to gain their own foresight into future possibilities. Let’s get started: The Art of Buying With this article, the purpose is to bring attention to the question of why people buy.  Sometimes it takes art versus science to answer this question. 5 Buying Behaviors of the Persona Buying Cycle Looking back, this thinking continues to evolve…

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Article by Tony Zambito

Map Content to the 5 Phases of the B2B Buyer Persona Buying Cycle

B2B business strategies were much simpler back in the day.  In the pre-Internet and pre-digital age, the target of one customer or buyer was an accepted viewpoint.  We are no longer back in those days. We are in the new digital age.  This new age consists of more complexity, collaboration, co-creation, and new emerging buying behaviors.  Recently, I introduced the concept of the Persona Buying Cycle™.  It represents a view of understanding new buying behaviors via the B2B buying cycle.  Designed to help us address not only new behaviors – but address new complexities. The Why Last year, I suggested…

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Tony
Article by Tony Zambito

4 Reasons Why Content Marketing Should Care About Audience Development

Over the past year, questions about content marketing effectiveness are beginning to surface.  The Content Marketing Institute as well as a survey sponsored by eConsultancy, indicated belief in effectiveness was under 40%.  Most recently, SiriusDecisions made this statement: “Fully 60 to 70 percent of content churned out by b-to-b marketing departments today sits unused. This stark statistic underscores the urgent need for a content revolution in b-to-b organizations.” There is consistency on both the customer/buyer as well as the seller side regarding this issue.  In my qualitative research work in the past year, this view was evident. Digging into the…

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Article by Tony Zambito

7 Big Questions for B2B Marketers in 2013

The more change occurring  the more questions arise.  This year is no exception.  B2B Marketers are experiencing on evolving as well as new challenges as we start to hit stride in 2013.   What are the big future questions for B2B Marketers?  Let’s look at a few: How do we generate more leads and keep them? Survey after survey indicate B2B marketers have this issue top of mind.  Creating demand and filling up a pipeline is loaded with pressure-packed environments.  In my qualitative buyer research work, I see shifts in behavior on the part of buyers.  There are unique sets of…

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Article by Tony Zambito

5 Buying Behaviors of the Persona Buying Cycle

“It is good to have an end to journey toward; but it is the journey that matters, in the end.” ― Ernest Hemmingway The concept of buyer personas, as a means for understanding buyers, has been around now for over a decade.  It is an understatement to say many things have changed in the world of buying and selling since their beginning. We have witnessed the changing dynamics of the buyer-seller relationship. The dynamics I refer to are buying behaviors and buyer goals.  On the other side of the coin, we see marketing and sales making attempts to adapt.  The…

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Article by Tony Zambito
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