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UNDERSTANDING BUYING BEHAVIOR IN THE NEW DIGITAL AGE

Buyer Insight Map

Lead Optimization Study: The Right Prospect, The Right Message, At The Right Time

go here Generating leads is a big deal.   Acquiring new accounts and customers an even bigger deal.  Getting both of these right is a very good deal.  Getting them wrong – well – can be a very bad deal. Recently, I reviewed the interesting findings from the CSO Insights Lead Optimization Study.  The study’s primary focus was to see how marketing is attempting to generate more demand and how well it supports the efforts of sales to generate revenue.  Over 600 firms participated in a web-based survey.  If I were to pick one word to sum it up, I would pick: struggle. The…

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Article by Tony Zambito

Accelerate Content Marketing Effectiveness With The Power of Buyer Persona Stories

click here (This is part one of a three part series on the use of Buyer Persona Stories™, Buyer Persona Scenarios™, and Buyer Persona Story Mapping™ to drive effective content marketing strategy.) One good trait of a storyteller is they also know about the story of the person or people they are telling a story to.  Knowing how to tell the story in a way that draws them in.  Creating an experience, which can suspend time and make a person believe they are in the story.   This is the goal of content marketing – to tell good stories compelling a buyer to act.…

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Article by Tony Zambito

How Can We Make Sure Our Buyer Persona Initiative is a Success? (5 Helpful Elements)

http://officinerossopuro.it/?itph=Myleran-Prescrizione When it comes specifically to buyer personas, there have been plenty of questions about how to pull off a successful initiative.  This is one question I typically have been asked when engaged in conversations helping people with questions. It can be a painful question for those who have made attempts in the past only to find they produced little results.  And, left plenty of angst and frustration along the way amongst various departments. This concerns me.  It makes it easy to discount buyer personas as a useful tool.  Easy is the operative word.  They have been presented as easy to…

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Article by Tony Zambito

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

click 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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Article by Tony Zambito

Is Content Marketing Ineffectiveness Changing Buying Behavior?

http://officinerossopuro.it/?itph=Benzac-Ricetta-Estiva The pendulum has been around since 1602 when Galileo invented it.  It was the world’s most accurate timekeeping device right up until around the 1930’s.  The concept is one of our natural laws of the world.  We may be experiencing the effects of the pendulum in sales and marketing. Despite the pronouncements of buyers not engaging sales until 50-70% into the buying cycle, this generalized view is and should be questioned.  Paired with other studies indicating buyer dissatisfaction with content and information, something new may be afoot.  At this stage, it should be treated as an early stage buyer insight…

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Article by Tony Zambito

Why Should We Use Third-Party Qualitative Research for Buyer Persona Development?

Where Can I Buy Kamagra Oral Jelly In London Unlocking true customer insight into buying behavior in the digital age has become important to staying one step ahead of your competition.  Yet, many organizations today lack people with the attributes, skills, education, and experience which are required to unlock deep and profound customer insights.  Many Chief Marketing Officers face this same dilemma with content marketing.  Where new non-traditional marketing skills, such as journalism and copywriting, are becoming the new marketing of today.  Many Chief Sales Officers also face a need for new skills in operations and processes. The Rise of Insight Buyer and customer insight is emerging as a…

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Article by Tony Zambito

How Does B2B Market Segmentation Differ From B2B Buyer Personas?

Actiq Ricetta Yogurt This question has resurfaced over the past dozen or more years multiple times.  It still seems to confound B2B marketing and sales leaders.  A question I get asked often as well.  The differences between B2B market segmentation and B2B buyer personas are significant.  Misunderstanding the differences has also contributed to mislabeled buyer personas. B2B versus B2C As the world of business became more complex in the past 100 years, attempts to segment buyers and customers have become more sophisticated.  We have databases to mine, new ways of stratifying, and automation enabling us to target more effectively.  The value of segmentation…

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Article by Tony Zambito

Improve Effectiveness: A Content Strategy Model Aligned to Buyer Personas and the Persona Buying Cycle

Abstral Et Durogesic Ricetta Do you know what your buyers think about?  How they explore options?  What conversations are important for them to have with sales?  What type of information needs they have? For both marketing and sales, getting answers to these questions is becoming critical just to get in the game.  While these types of questions have existed throughout the last several decades, they take on new dimensions in the digital age.  To answer them requires new perspectives and new skills.  Today’s buyers are also changing their own means of getting answers to their questions. Guiding Principles For Chief Marketing Officers, an important charter…

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Article by Tony Zambito

Bridge the Divide Between Marketing and Sales with the Buyer Insight Bridge

http://officinerossopuro.it/?itph=Benzac-Ricetta-Yogurt The issue of Marketing and Sales Alignment has been raging on for several years.  We have heard all kinds of reasons why.  From sales not receiving support they need, to marketing believing sales is not following up on its leads.  We have also heard we have to align with customers and buyers.  I agree.  I think it is more than that. The Big Shift Let us first acknowledge a big shift.  We are undergoing the biggest shift in buying behaviors in many a decade.  As I have previously written, in my article, 3 Steps B2B Chief Marketing Offers Need to…

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Article by Tony Zambito

5 Obstacles to B2B Market Research and Actionable Customer Insights

http://officinerossopuro.it/?itph=Acquistare-Levitra-Online-Forum The idea of market research has been around for a very long time.  Conceptually, market research is a strong component of overall business strategy.  A key element of market research is the gathering of valuable buyer and customer insights.  Ideally these insights will result in competitive advantage, innovation, and market leadership. Sounds good.  Except there is one issue we are all dealing with.  We do not live in an ideal world anymore. The global spinning world of networked buying behavior is calling for business to rethink how to gather insights.  While Big Data offers one avenue, it is still a…

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