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UNDERSTANDING BUYING BEHAVIOR IN THE NEW DIGITAL AGE

Buyer Insight Maturity Model

CMO 2014: Awakening To Buyer Foresight

Achieving competitive superiority is one of the overarching goals for B2B business organizations.  Doing so is no easy endeavor.  It involves keeping one step ahead of competitors as well as building strong customer loyalty.  Many factors contribute to achieving this goal.  One important factor is the ability to predict and to see the road ahead. A Learning Curve Marketing is increasingly shifting focus to making use of data and insights to help their organizations become more predictive.  Adapting analytics as well as insight-based analysis to make better-informed decisions about marketing strategies.  The past two years is proving to be a…

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Article by Tony Zambito

The State Of Buyer Personas 2014

Attempts to keep up with changing buying behaviors are very much like a car chase scene in an action packed movie.  Just as we are about to catch up with the buyer, new technology accelerates buyer progress.  Creating an ever present need to gain insight into newly forming behaviors on the part of buyers.  Otherwise, the chase ends. This year marks the twelfth year since the first buyer persona development methodology was created.  We have come very far yet we have far to go.  Understanding buyers in this new century is no easy climb.  One constant has remained during the…

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Article by Tony Zambito

Are You Frustrating 33% Or More Of Your Buyers?

33%.  One third.  If you have 3,000 buyers, this means 1,000 buyers.  Having 10,000 means 3,000.  Up to 100,000 means 30,000.  This is how many buyers you can potentially be frustrating.  This is a lot of buyers. A Big Problem As I was reviewing the Buyersphere Report 2013 produced by Base One and B2B Marketing (in association with McCallum, Layton, and Research Now) a brief footnote on frustrations caught my attention.  Yes, it is only one survey.  However, when approximately a third of respondents faced frustrations in their search for information to help them make decisions – this is not…

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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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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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Article by Tony Zambito

Is Content Marketing Ineffectiveness Changing Buying Behavior?

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

4 Hurdles To Being Customer-Centric (4 Steps to Jump Over Them)

In commoditized markets, B2B organizations are under constant threat of watching their customer base evaporate into thin air.  Getting caught flat-footed as markets migrate to competitors offering newer products and services.  Suffering the consequences of not transitioning from a product-centric company to a customer-centric company. Is Customer-Centric Enough? B2B organizations continue to struggle in the shift from product-centricity to customer-centricity.  This is despite taking extraordinary steps to do so.  Heralding new programs designed to focus the company on their customers.  Implementing customer experience initiatives.  Beefing up customer service capabilities.  Creating new services to improve delivery and implementation.  Yet, today such…

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Article by Tony Zambito

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

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

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

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 Actions Chief Marketing Officers and Chief Sales Officers Can Take to Bridge the Big Insight Gap

On the minds of most executive leaders for B2B organizations is two pressing objectives.  They involve two additions – increasing customer acquisition and increasing customer retention. From a customer lifecycle and buying cycle perspective, it means getting more in the front end and less leaking out the back end.  At the most basic level, it is fundamental to achieving growth and profitability. For CMO’s and CSO’s – there is a lot riding on both. Answering Big Questions B2B organizations are struggling with big questions.  They are not new.  They have existed since the dawn of business.  The struggle today has…

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Article by Tony Zambito
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