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UNDERSTANDING BUYING BEHAVIOR IN THE NEW DIGITAL AGE

Buyer Decision Model

3 CMO Signals For Sensing Shifts In Buyer Decision Behaviors

The calendar is usually full.  Exercise coming from jogging from one meeting to the next.  Engrossed in the daily demands for time and being in the moment of now.  The now being a crisis or a looming project deadline. The gnawing feeling of something being missed about customers and buyers never going away. The world of busyness can cause many of us to miss out on important signals about what lies ahead.  It is like driving whereby signals play a very important role in letting drivers know what is about to take place and the actions we need to take.…

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Tony
Article by Tony Zambito

The Role Of Emotions And Goals In B2B Buying Decisions

For most of the past few decades, leading up to the advent of the Internet and digital technologies in the 21st century, there has been an accepted paradigm regarding B2B buying decisions.   This paradigm consisted of an unquestioned notion that B2B buying decisions were disciplined, rigorous, process-based, and rational.   In essence, a prevailing belief B2B buying decisions were exclusively very rational and based on comparative options. This is truly not the case – anymore. What we are learning over the past decade, in which the thousands of buyer interviews I have completed appears to confirm, is emotions are very much…

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Tony
Article by Tony Zambito

7 Big Questions For B2B Marketing Leaders in 2014

The New Year is underway.  The first quarter is nearing an end.  Some of the best-laid plans have already vaporized due to unexpected events.  While some plans are either tracking on-target – or – will be missed.  Each year, B2B business must meet the challenge of our time – keeping up with rapid new developments in digital technologies and changing buying behaviors. Along with this challenge each year, comes a new set of questions: 1. Should Content Marketing Be Our Number One Priority? According to nearly 2500 marketers surveyed by Adobe and eConsultancy, 36% believe so followed closely by social…

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Article by Tony Zambito

Is Your Lead Management Ready To Acquire New Business in 2014? 5 Areas to Get in Synch

You can almost see the long trumpets getting ready.  The clarion call for generating new business in 2014 will be loud and long.  B2B businesses have been making the slow crawl out of the recession.  Looking out in the horizon for new markets, growing their customer base, and expanding products and services.  Getting there means a renewed emphasis on lead management. This is not to say lead management has not been emphasized before.  What is different is the stakes will be higher.  Higher stakes will accompany aggressive plans to acquire new customer accounts.  Growth plans will be counting on lead…

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Tony
Article by Tony Zambito

Is Your 2014 Sales Strategy Already Doomed By Lack of Information?

Right around the corner, the laborious and angst filled process of planning for 2014 begins.  2014 will be different.  While economic growth will remain sluggish (according to the Congressional Budget Office), businesses are starting to release the chains put around growth spending.  A lot has changed since the meltdown of 2008.  In these short five years, what we know about buying and selling has been turned upside down. The Revolution Continues What we have learned is a buyer revolution is in full swing with buyers now holding the cards.  We are in the midst of it and the revolution shows…

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Tony
Article by Tony Zambito

Does Your Organization Have What It Takes to Catch Up to Evolving Buyers?

Today’s buyers are afforded sources of information, systems, and tools, which help them to make the right purchase decisions.  Depending on the complexity of challenges faced, buyers may be seeking simple answers or complex custom solutions.  For B2B buyers, the nature of buying itself has changed.  This puts pressure on B2B marketers and sellers to evolve and get in lock step with buyers.  Many are behind the pace of buyers. Statistics Losing Meaning Over the past year or two, we have had many statistics proclaimed about the buyer’s journey.  Stating buyers are from 50% to as much as 90% through…

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Tony
Article by Tony Zambito

Are Your Go-To-Market Strategies Creating Negative Buyer Perceptions?

One of the most elusive buyer insights to attain is getting to know what your buyers think.  It can be so hard; businesses can tend to sweep it under the rug for next year’s list of initiatives.   This can be a foolhardy approach.   Without knowing it, your own marketing and sales tactics can affect how buyers think – in a negative way. Static versus Dynamic For marketing and sales executives, the grind of strategy development, tactical planning, and budget planning can be grueling.  Once completed, within the fiscal calendar used, it is a sigh of relief.  It can also cause…

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Tony
Article by Tony Zambito

Use Persona-Based Buying Scenarios To Improve Buyer Predictability

One of the must have competencies in the future of B2B is buyer predictability.  Without it, there will be an inability to anticipate how to help buyers and customers.  Creating the undesirable position of being old news. Scenario Planning Scenario planning, as a strategic tool, has been around for a while.  It is used in several contexts.  You will see its use in military, economic, and business environments.  The use of scenarios in buyer persona and insight development is an important component.  During the past dozens years, best-in-class organizations, from Fortune 500 to mid-size companies, have made use of persona-based…

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Article by Tony Zambito

Are You Treating the 57% of the Buyer Journey Statistic As Gospel?

I was inspired to write this article after reading Megan Heuer’s article entitled Three Myths of the 67% Statistic.  Megan is Vice President and Group Director, Data-Driven Marketing at SiriusDecisions.  It is a good read.   I am happy to see SiriusDecision make a commentary on their statistic regarding the buying journey.  As Megan points out, we have all seen a variety of numbers, such as the Corporate Executive Board statistic of 57%, as well as others.   All stating buyers are not making their first sales contact until up to 70% of the buying process is completed. What I would like to…

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Tony
Article by Tony Zambito

How Well Do You Know Your Ideal Company Persona? (4 Ways You Can Know)

The concept of targeting companies has been around for a long time.  Opportunity pipelines usually consist of company names.  Sales automation typically has started out with creating a company account name.  Knowing which companies to target has been the lifeblood for B2B Sales for decades. This approach, however, is starting to become like trying to race across a quicksand lake.  B2B organizations find themselves sinking deep into a state of darkness with little knowledge about the companies being targeted.  There is a reason for this.  For years, we have done targeting quantitatively, categorically, and statistically.  One problem, these approaches give…

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Article by Tony Zambito
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