Insight You Can Use

UNDERSTANDING BUYING BEHAVIOR IN THE NEW DIGITAL AGE

B2B Marketing

The Intrepid Buyer

When I was a young boy, I was fascinated by the history of the Lewis and Clark Expedition that began in May of 1804.  An exploration to chart and explore the Louisiana Purchase Territory at the behest of President Thomas Jefferson.  Lewis and Clark spent the fall and winter of 1803-1804 in preparation. Requisitioning supplies and recruiting 41 brave men for the expedition.   Gathering supplies such as compasses, camping tools, weapons, maps, and more.  Including items to trade with Native Americans such as beads, knives, and mirrors.  The expedition lasted until their return in the fall of 1806 to Washington…

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Article by Tony Zambito

7 Reasons To Update Your Buyer Insights And Buyer Personas

We have all encountered an experience where we happenstance upon a picture.  Seeing an old picture in a new light.  Perhaps it is a picture of your children.  Or a photo of a relative in their later years and no longer with us.   A momentous occasion, such as a family vacation, captured in a photo evoking fond memories.  When you happenstance upon such a picture, it can bring to mind the story behind the picture.  It is typical to also marvel at how much has changed.  Children grown, a new home, remembering a friend from the past, and appearances much…

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Tony
Article by Tony Zambito

The COVID-19 Pandemic Has Changed Your Buyers. Do You Know How?

The surge.  The wave.  The apex.  The spike.  The spread. These terms and expressions have become part of the vernacular describing the COVID-19 pandemic.  A foreboding and ominous context.  Our country is entering the third significant reckoning of the pandemic.  More widespread than at any time.  Yet, it is a time to hang onto the hope of promising news on the development of high efficacy vaccines. In the midst of these wild swings from despair to hope, people’s lives are dramatically changing.  Family life, social life, business life, and work-life have all been affected. No area of everyday living has…

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Tony
Article by Tony Zambito

How To Increase Your Value To Buyers And Create Unshakable Loyalty

“We are in this together.” Since the COVID-19 pandemic began, we have heard this refrain quoted quite often.  As we did with other moments of despair and tragedies.  We saw with 9/11, the financial crisis of 2008, and the numerous natural disasters of hurricanes and floods neighbors helping neighbors.  People from all walks of life getting to know each other for the first time.  Neighbor meeting neighbor for the first time.  To the point where we heard more of this: “I can’t imagine leaving my neighborhood now.  Not after all we’ve been through.   We’re all helping each other out.  It’s…

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Article by Tony Zambito

Redefine Your Buyer Personas For A Winning Recovery In 2021

Some of our all-time favorite movies involve an actress or actor transforming into a character that made them entirely unrecognizable.  Through the use of make-up, prosthetics, and costumes, an actor and actress can perform as a historical or fantastical figure.  A most recent example is the 2019 movie, Judy.  Which was about the life of the late actress and singer Judy Garland.  Renee Zellweger portrayed Judy Garland and earned an Oscar from the Academy Awards for Best Actress.  The movie also was nominated for Best Costume and Best Makeup and Hairstyling.  Zellweger’s transformation to look, act, and sound like Judy…

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Tony
Article by Tony Zambito

Buyer-Enabled Selling: The Next Progression In B2B Sales

Social progress has often been a marker defining history.  In the last one hundred years, there are many examples.  Women earning the right to vote.  The civil rights movement of the 1960s.  Legalization of same-sex marriage. These are just a few of many.  Each with a narrative arc progressing from resistance to eventual acceptance.    In modern B2B sales, we are witnessing the story arc of selling progressing from seller-directed to buyer-directed.  The bending of the arc towards the buyer accelerating during the past two decades.  And, now, especially so as the impact of the coronavirus pandemic is felt globally.…

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Article by Tony Zambito

Three Buyer Insights To Consider When Engaging B2B Buyers In A COVID-19 World

Accelerant.  A word we are beginning to hear and see more often.  It is being used to describe the effects of COVID-19 in shaping B2B buyer behaviors.  Pre-pandemic, it was expected buyer behavior trends may evolve over a five to ten-year period.  Now, buying behavioral trends have been lit with lighter fluid as the coronavirus pandemic shocks business commerce.  Accelerating trends down to months to two-years. “As Covid-19 impacts every aspect of our work and life, we’ve seen two years’ worth of digital transformation in two months.”  — Satya Nadella, Microsoft CEO Insights Into Three Buying Behaviors Impacted By COVID-19…

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Article by Tony Zambito

Why Enabling Buyers To Buy Is The Future Of B2B

Depending on the type of automobile you have, when you hit the gas pedal hard, there can be a slight hesitation.   A hesitation that can be sometimes unsettling.  Especially when trying to enter onto a highway.  That moment of hesitation before the acceleration can feel like more than a mere second. We are in that moment of hesitation when it comes to the future of how B2B buyers will engage in buying.  An unsettling time.  There is certainly an acceleration about to happen.  The coronavirus pandemic has become the fuel of the forthcoming future of the B2B buyer-seller dynamic. Various…

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Article by Tony Zambito

Reset Your Buyer Strategy In COVID-19 Revival

For many leaders in sales and marketing, the year 2020 will go down in history as one of the most challenging in their careers thus far. The impact of the coronavirus pandemic will represent the most significant disruption in B2B commerce in many decades.  We are witnessing the greatest digital shift of work and commerce since the invention of the Internet.  The renewed surges in the spread of the pandemic will raise further obstacles and questions as B2B businesses look ahead to 2021.  Questions related to how to reset sales and marketing to a vastly different world from just one…

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Article by Tony Zambito

Why Buyer Interaction Design Matters During The Coronavirus Pandemic

The coronavirus pandemic will leave an imprint on B2B commerce for decades to come.  In what lasting ways remains to be seen.  There will be permanent changes as well as evolutionary changes.  What we know now is that traditional buyer-seller interaction is undergoing its most significant change yet in the 21st century.  The COVID-19 pandemic has set off a tectonic shift in how B2B companies buy from and sell to each other.  According to a number of recent surveys, we are seeing an enormous shift in sales turning to remote selling.  B2B buyers are also embracing the remote model of…

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Article by Tony Zambito
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