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UNDERSTANDING BUYING BEHAVIOR IN THE NEW DIGITAL AGE

Big Data

Mapping Buying Experiences: Creating Growth Through Aligning With Buyer Goals

Engaging new buyers and repeat customers are the lifeline to achieving growth.  While the context of these fundamental challenges has changed via digital technologies, they nevertheless are constant pressures.  Recent surveys of CEOs by IBM, PWC, and KPMG all point to major concerns and priorities in expanding the lifeline to growth. Creating distinctive and engaging experiences, as part of how people and businesses go about making purchases, is getting more attention today than ever.  Causing many to rethink long-standing practices on customer acquisition and customer retention. In order to learn how to create distinctive buying experiences, businesses are embracing new…

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Tony
Article by Tony Zambito

The Emerging Importance Of B2B Ethnography To Buyer Personas

Better, deeper, insightful, and well-rounded understanding of customers and buyers is on the top of the list for many CEOs and CMOs today. In recent studies by IBM and other research studies on CEO sentiments, customer insight and understanding are identified as a top focus for CEOs.  A majority of surveys also find a growing concern for both establishing and retaining customer loyalty in today’s digital marketplaces. There are two additional concerns CEOs are finding of increasing importance to the growth, as well as, survival in competitive environs.  These two are: CEOs and CMOs have a growing concern about the relevancy…

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Tony
Article by Tony Zambito

Beyond Buyer Profiling To Buyer Personification

Segmentation has been a staple of business marketing and sales for several decades.  The concept of breaking down a potential market or industry into smaller target segments is a standard technique taught in business schools and used by many organizations.  Beginning in the 1980’s and 1990’s, we began to see a shift to individualism.  The understanding of not only the segments and organizations that buys but also the individual that buys. We saw the influence of the Meyers-Briggs Testing philosophy extended into the business world.  Whereby sales organizations, in particular, went through training on how to adapt to the personalities of…

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Tony
Article by Tony Zambito

What CMOs Need To Know About Listening To The Customer

It is a generally accepted notion that listening is vital to having positive and healthy interpersonal relationships. Listening is an essential skill for leaders in business, politics, sports, and in many different aspects of culture and society.  As a country, we have had many leaders rise to the occasion upon their ability to listen and connect with people and their causes. For CMOs today, listening to customers has become one of the key ingredients shaping their success in connecting brands with customers.  Expanding the growth of their customer base is predicated, to a high degree, on having listening be an active…

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Tony
Article by Tony Zambito
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