Insight You Can Use

UNDERSTANDING BUYING BEHAVIOR IN THE NEW DIGITAL AGE

Brand Strategy

Use Buyer Personas To Align Marketing With Business Growth Strategies

On the minds of many CEOs for this year and beyond is making business growth a top priority.  From the likes of surveys by IBM and Gartner to surveys by the multitude of research firms across the globe, the one consistent driver identified by CEOs is that of business growth.  Coming out of the doldrums of the near global economic meltdown beginning in 2008, businesses are bent on growing. Alignment is a tricky word.  For marketers, it has meant gravitating towards the inevitable arguing on about tactical marketing and sales alignment.  Where their eyes should gaze is towards aligning with…

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Tony
Article by Tony Zambito

The New B2B Buyer And The Collaborative Economy

In the post-WW II decades through the 1990’s – and for many into the 2000’s, the business and world economy was focused on the mass “push-down” economic model. In simplistic terms, B2B was predicated on mass production and how many mass-produced products can be sold through marketing, sales, and distribution. Fortunes rose or fell based on whether B2B organizations were caught with inventory bloat or inability to meet demand. The post-WW II decade’s spawned market research, sales effectiveness, marketing communications, “push-down” hierarchal organization models, and more. All intended to “push-down” harder and faster than any other competitive organization. Fifteen years into the new…

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Tony
Article by Tony Zambito

How Marketing Leaders Can Lead With Strategic Customer Narratives

Marketing leaders are in continual pursuit to understand customers and buyers. At the same time, they are now being looked at to bring understanding of customers to bear on almost all facets of business operations.  According to a recent IBM CEO Study, CMO’s are increasingly gaining the attention of CEO’s. Whereby marketing is seen as a major driver towards creating a customer-centric organization. Because the forces of change have been so rapid, marketing leaders are put in a position of being a juggler of new types of approaches, services, and technology. Whether they are creating new online capabilities, developing content marketing…

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Tony
Article by Tony Zambito

Beyond Predictive Marketing: Planning With Persona-Based Strategic Narratives

In a recent interview, one of the world’s most compelling management consultant, Tom Peters, responded to a question related to what is missing from today’s discussion about management. In classic as well as vintage Tom Peter fashion, he responded: “My real bottom-line hypothesis is that nobody has a sweet clue what they’re doing.” He went on to say we, in business, should be trying things out at an insanely rapid pace as a result. It is fair to say in the world of marketing, what has been taking place is trying things out at a rapid clip. One of those things…

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Tony
Article by Tony Zambito

Radical Openness And Transparency: A Mandate For B2B Organizations

November 2014 marked the twenty-fifth (25th) anniversary of the fall of the Berlin Wall. The tearing down of the barrier separating West Germany from East Germany remains as one of the world’s most momentous events.   The fall of the Berlin Wall continues to send out tremors touching many parts of the globe. What many in the world assumed would be a smoothed unification of West and East Germany has not occurred. For example, the former East Germany continues to suffer from rampant high unemployment, less educational opportunities, and poorer healthcare systems. In the same twenty-five years, we have seen the advent…

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Tony
Article by Tony Zambito

#BMA14 Takeaway: The Rise Of Humanizing Business Marketing

Last week, at the Business Marketing Association (BMA) 2014 Conference, the theme was “where b2b’s going!”  After three days, it became clearer where.  Business marketing, B2B, is crossing the chasm from cold hard facts-driven marketing to establishing emotional human connections with customers and buyers.  Driven by the evolving digital economy, we are seeing the “humanizing” of business marketing starting to emerge. I was privileged to speak on the first morning of the conference.  My focus was on understanding the modern buyer in the digital age.  Of which, I covered the need for a human-centered approach to marketing.  This approach is…

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Tony
Article by Tony Zambito

Walk A Mile In Your Buyer’s Shoes With B2B Buyer Ethnography

It began, as history can best record, as a proverb of the Native American Cherokee tribe.   Which said, “do not judge a man until you have walked a mile in his shoes.”  This proverb had been rephrased, reshaped, and reworded many times as a way to communicate.  What matters though, is the truth of this proverb.  To truly know someone, you must walk a mile in his or her shoes. Increasingly today, B2B buying decisions are heavily weighted towards perceptions about a brand’s promise and experience.  Oftentimes, gaining clues about buyer perceptions and experiences with a brand is not an…

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Article by Tony Zambito

4 Steps To A Compelling B2B Brand Story

One of my favorite authors is David McCullough.  His award winning books, some winning the Pulitzer Prize, have included 1776, John Adams, Truman, and The Greater Journey.  He has become an American treasure and true master at historical storytelling.  David McCullough is one of America’s most revered authors and historians.  Captivating millions of readers across the globe. What has made David McCullough special is his meticulous research and narrative storytelling.  Going at great lengths, taking years, to research historical events as well as to interview people who were there.   Combing through and reading stacks of letters.  As well as finding…

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Article by Tony Zambito

Why B2B Should Invest In Branding (And What Happens When You Do Not)

When the financial crisis hit in 2008, a certain word went missing in business.  And, another word became all too powerful.  The word, invest, and the inertia behind it lost traction in B2B business.  Rocked by the financial crisis, many plans were shelved.  Collecting dust.  The word, cut, became dominant in business vocabulary. A few short years later, B2B business leaders in the C-Suite are waking up from this slumber of cost cutting and extreme focused on tactics.  For some, it was a matter of necessity in order to survive.  Having to resort to the proverbial cut their losses and…

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Article by Tony Zambito
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