Insight You Can Use

UNDERSTANDING BUYING BEHAVIOR IN THE NEW DIGITAL AGE

B2B Customer Experience

Digital Commerce Is Disrupting B2B With No End In Sight

Digital commerce is growing at lightning speed.  Putting pressure on B2B Executives to transform their businesses.  Commerce models that have been relied on for the past twenty to thirty years will give way to a new robust era of digital commerce.  If B2B companies are not thinking about this, planning for this, and doing something about this – they will bound to be in big trouble. Before the turn of the new millennium in 2000, it was downright unthinkable in B2B that the model of sales representative and buyer interaction would ever change.  The most controversial item on executive meeting…

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Tony
Article by Tony Zambito

Is Your Organization Ready For Market Strategy In A Digital Economy?

The digitization of the global economy is resulting in a tidal wave of new business and operating models throughout the world.  Sparking rapid forms of innovations and turning existing markets upside down with new market rules and design.  Digital disruption means organizations must stay alert to how an existing market strategy may have to undergo reinvention.  Well before the impact of the next tidal wave of change hits with full force. Change can happen in just a few short years.  Causing shifts in organizational, consumer, and customer behaviors.  Digital disruption can affect both consumer and business markets simultaneously. For instance,…

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Tony
Article by Tony Zambito

Rethinking Market Strategy In A Digital Economy

The primary course of conversation in the past few years for CMO’s and their marketing teams has centered around customer centricity, customer experience, and content marketing.  For good reasons too.  Customer behaviors have significantly shifted in the last decade impacting conventional thinking on the role of marketing and sales and their abilities to connect with customers. We have also seen organizations struggle with how best to adapt to new market dynamics related to customer behaviors and the role of content in reaching customers. What CMO’s need to be on guard for is falling prey to a myopic view of customers…

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Tony
Article by Tony Zambito

Why Context Is More Important Than Content In Marketing

The transformation to a digital economy has shifted behaviors considerably in the past decade.  Meaning marketers today must account for how to adapt to behavioral shifts caused by the omnipresence of digital and online information. As a for instance, people today have no more than a 7 to 10-second span of attention when online.  Even more compelling is the greater influence of mobile and digital social platforms on reducing attention span and creating filtering behaviors in purchases.  The digital transformation is causing many CMOs today to reevaluate exactly what content marketing may mean to their overall marketing strategy. Marketing Campaigns:…

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Tony
Article by Tony Zambito

Are Your Buyer Personas Data Overkill?

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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Tony
Article by Tony Zambito
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