Insight You Can Use

UNDERSTANDING BUYING BEHAVIOR IN THE NEW DIGITAL AGE

Buyer Insight Map

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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Tony
Article by Tony Zambito

How Many Buyer Personas Do I Need? (The Answer You Need To Know)

I get asked this question – a lot. I read many incorrect answers – a lot. The right answer matters – a lot. Confusion Reigns This is one of the most asked questions I have encountered since creating the buyer persona concept a dozen years ago.  What concerns me today with the rising interest in buyer personas, is how often this question is answered incorrectly.  The result is confusion in many areas. First, a look at the usual confusing – and incorrect – answers proliferating today: A buyer persona should be created for every role Buyer personas are built for…

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Tony
Article by Tony Zambito

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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Tony
Article by Tony Zambito
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