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UNDERSTANDING BUYING BEHAVIOR IN THE NEW DIGITAL AGE

B2B User Marketing

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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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

Digital Buyer Personas: Why Prosumer and Produser Behaviors May Be The Most Important Yet To B2B Marketing

The digital economy continues to expand and reach into every corner of the globe. Digital technology advances have shrunken the world and made it possible for businesses to connect and collaborate on a scale like never before. These advances have altered buying behaviors drastically where conventional thinking about the B2B buyer can no longer be relied upon. Whereby continued outdated focus on the B2B buyer may put an organization at peril. Buying Behaviors Reshaped For some time now, we have had predictions of forthcoming changes in how people will adopt entirely new buying behaviors. Alvin Toffler, the famed futurist, who first…

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Article by Tony Zambito

What More Than 100 Buyer Interviews Say About B2B Buyer Behavior In 2015

As we hit the middle of this decade, B2B buying behavior is about to undergo more significant changes.  It will change not only in whom we identify as buyers, but also in how B2B buyers interact to make purchases. Last year, in well over one hundred buyer interviews conducted on behalf of several B2B organizations involved in buyer persona research, noticeable changes began to emerge. As opposed to a quantitative survey, this represents a qualitative narrative on what as well as how buyer behavior in 2015 may be different. And, what B2B marketers and sellers can prepare for. Here are qualitative observations, which…

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Article by Tony Zambito

Why The Concept Of Immersion Will Be The Next Big Thing in B2B Marketing

For most of us, when we become immersed with something we care about, like, or even love, we become completely involved. All of our mental faculties are devoted to a particular experience. As an example, when we travel to a foreign country, we can become immersed completely in a foreign culture. Experiencing for the first time how people in other countries go about their daily lives. With the tumultuous changes occurring in the new digital economy, markets, consumers, and businesses can seem quite foreign when compared to a decade ago. These hyper changes occurring are rapidly altering behaviors and how…

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Tony
Article by Tony Zambito

The New Face Of Buyers In The Digital Economy

In the mid-to-late ‘90’s, as the first roots of the Internet began to take hold, Don Tapscott coined the phrase The Digital Economy.  Tapscott’s landmark book is entitled The Digital Economy: Promise And Peril In The Age Of Networked Intelligence.  At the time, it was filled with tremendous foresight.  Much of the perspectives Tapscott offered have come to fruition. Global Phenomenon The digital economy has become a global phenomenon.  Intertwined now on many fronts be they economics, political, finance, consumerism, technologies, globalization, and societal.  The digitization and the Internet of everything no longer a far fetch idea but a reality…

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Tony
Article by Tony Zambito

The Coming Era Of The Self-Qualified B2B Buyer

B2B buyers are about to enter new territory.  Giving B2B CMO’s and CSO’s new challenges as they strive to keep pace with evolving buying behaviors.  The “always on” nature of consumerism has bled over to B2B.  Unleashing a new powerful element in the ongoing buyer revolution. We are about to enter an era of the self-qualified B2B buyer. The 3 Phases Of The Buyer Revolution If we look back at what has been taking place, we find a habitual form of B2B buying power as a result of new digital technologies.  This means B2B buyers also want to fulfill desires…

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Article by Tony Zambito

7 B2B Buying Behavior Trends To Watch In 2014

Like a runaway train, B2B buyers continue to evolve and reshape their buying behaviors.  Adapting to new channels as well as technologies to solve critical problems, reach goals, and accomplish more.   My conversations with B2B marketing and sales leaders indicating it will be tougher for B2B Marketing and Sales to keep pace in both customer acquisition and retention. After conducting a substantial amount of qualitative research-based buyer interviews in 2013 in several vertical markets, on behalf of B2B organizations, there are trends I see beginning to take root.   Trends which suggest buyers are more inclusive, collaborative, and discerning than…

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Article by Tony Zambito

Are You Marketing To A Buyer Persona Only? Why A New B2B Persona Paradigm Is Needed.

I came across a word recently, which made me pause and think.  It is a word many of us have heard.  Perhaps we have not heard or seen this word in this form but in one form or another.  The meaning of this word, in many ways, appears to be describing an impact of the digital age for B2B as well as B2C businesses. This word is: Intersectional This is the adjective for the word intersection.  We tend to know this word in terms of streets and roads, which intersect.  The rise in digital technologies is changing buying and usage…

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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
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