Insight You Can Use

UNDERSTANDING BUYING BEHAVIOR IN THE NEW DIGITAL AGE

Buyer Decision Model

3 Steps B2B Chief Marketing Officers Need To Take To Survive The B2B Buyer Revolution

The CMO’s of today are facing the challenge of surviving in a new world.  This new digital age has marketing in the throes of a buyer revolution.  Like any revolution, organizations, and institutions are going to topple. I was recently asked what I believed was the next “hot thing” in marketing.  I have been thinking about this for a while now.  Typically, when you hear a phrase like the “hot thing”, it is easy to think some form of technology (marketing automation for example), renaming of long-standing practices to adapt to new dynamics (content marketing as an example), or some…

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Is Your Organization Listening To Your Buyers? (How It Can Using 4 Stages of the Buyer Insight Maturity Model)

We hear it all the time.  The mantra of being customer and buyer focused.  Every year it shows up in one document or another.  It is widely announced at the beginning of each year.  The national meetings and celebrations fire up the troops.  Then, like a slow warping LP record in the hot sun, it begins to lose its’ clarity and sound.  The mantra dies. There has been much focus on customers and buyers over the past few years.  The need to listen and understand buyers today is broadcast throughout the business world on a daily basis.  In a recent comment…

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Do You Know What Your Buyers Value When Making A Purchase Decision?

The importance of knowing what buyers value is unmistakable.  Yet, trying to understand what they are can be fuzzy.  Buyers are not always clear in articulating, which makes our ability to understand challenging. Understanding buyer value drivers is important to developing a compelling value proposition.  You need to balance both sides of the coin to meet the goals and needs of your target buyers. Influence Begets Complexity Our traditional view of value drivers, through the term we know as buying criteria, has become inadequate in the new digital age.  It is a one-dimensional view, which can be un-insightful.  Buyers today…

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How to Find the Critical Buying Path of Your B2B Buyer (Using the Buyer Decision Model)

Lately, attempts to visually show buying processes or buyer journeys have come in all shapes and sizes.  They have ranged from the traditional funnel to circles, galaxies, maps, rings, and whatever Lego type shapes can be mustered.  Names for the different phases and stages seem to be – well – all over the map.  I will confess – even I got caught up in doing this a few times. As I reflect on this as well as the hundreds of buyer interviews I have done over the course of a dozen years – it comes down to this for me:…

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