Insight You Can Use

UNDERSTANDING BUYING BEHAVIOR IN THE NEW DIGITAL AGE

Buyer Insight Research

6 Variables Making Buyer Insights Driven Sales Transformation Critical By 2020

For the past few decades, solution-based selling was the dominant theme in building sales organizations.  Solution-selling methodologies and training proved to be a big business.   B2B organizations reworked their sales organization and invested heavily to be more consultative with buyers. B2B entities are finding it hard to let go and prepare for sales transformation in the new digital era of commerce.  In the last few years, we have heard plenty about insights-based selling.  This should not be confused with the imperative to undergo insights-driven sales transformation.  Insight-selling places emphasis on sales reps delivering helpful insights to potential buyers.  Complementing existing…

READ MORE
Tony
Article by Tony Zambito

Human-Centric Insights: A Matter Of Survival In 2020

As is most common in businesses today, there is enormous pressure to achieve short-term immediate results.  Today’s hyper-focused mode of operating on the short leash can make it difficult for business leaders to step back, gather critical customer insights, and take a long-term view.  Yet, the necessity to do just that has never been more pronounced as now. Chief Marketing Officers, Customer Success Officers, and Chief Sales Officers, in particular, can benefit from taking a long-term view.  Investing in human-centric forms of insights gathering with aims of being ready to adapt to new buying behaviors and customer expectations in 2020.…

READ MORE
Tony
Article by Tony Zambito

5 Reasons To Prepare Now For The Year 2020 With Buyer Insights

The year 2020 beckons on the horizon.  A pivotal year for organizations as the rapid evolution of a customer-centric world calls for new approaches and new forms of interactions.  While one eye will be on succeeding in 2019, forward-thinking leaders will have another eye towards preparing for a new decade in 2020. What are 5 reasons and key forces forward-thinking leaders will need to gain in-depth buyer insights on for the year 2020? Increasing Complexity In Decisions The simplicity of just a few decades ago, at least perceived, in how choices and decisions were made have given way to a…

READ MORE
Tony
Article by Tony Zambito

Confusing Customer Segmentation, Buyer Profiling, and Buyer Personas Harms Marketing

In the 15 years since originating the concept of buyer personas in 2001, there has been one issue that continues to plague fully understanding exactly where, how, and why buyer personas can be beneficial.  Compounding the issue today is the prevalent use of the term buyer persona to describe customer segmentation and buyer profiling efforts.   The issue I am referring to is the confusion that can surround distinguishing between customer segmentation, buyer profiling, and buyer personas today. If you are a CMO or a marketer and you find yourself having a sudden realization that perhaps you are not quite sure…

READ MORE
Tony
Article by Tony Zambito

Global Marketing: The Business Of Choosing

Years ago, before cable TV, you were basically left with three choices on your TV dial. You could choose from the three major television networks on three different channels. And, if you had a good TV antenna, you just might be able to pick-up the PBS station in your local area. Today, we live in a world where cable TV has run amok with one hundred plus channels many of us pay for and never watch. If we contrast how we go about choosing products or services today with how we chose a mere twenty to thirty years ago, it…

READ MORE
Tony
Article by Tony Zambito

The CMO Modern Marketing Guide To Buyer Personas And Buyer Insights Research (Part 2)

Part 2: The Modern Buyer The digital economy and the continued evolution of digital technologies have had a monumental impact on buyers and their behaviors.    At the turn of the 20th century to the 21st century, B2B buying behaviors still existed in a very structured manner.  Supplier and buyer roles were clear, reliance on information from suppliers still prominent, and decision-making hierarchal in nature.  Fast forward to today, the modern buyer is an empowered force in a new as well as flatter digital economy. Emerging New Attributes Of Modern Buyers Post financial crisis of 2008 -2009, we are beginning to…

READ MORE
Tony
Article by Tony Zambito

Story-Driven Insights Drive Growth

We have a problem.  We are being inundated with facts, data, reports, and charts.  In the digital age, instead of reams of paper piled high on a desk, we have megabytes being stored on a hard drive or in the cloud.  The hope is these deeply stored megabytes will give us the analyses and insights needed to make the next leap over competitors. The dilemma faced by decision-makers and strategists today is the more data is collected and aggregated, the harder it is becoming to make sense of data.  The more arduous the task becomes of connecting the proverbial dots…

READ MORE
Tony
Article by Tony Zambito

D.I.V.E. Deeper: Getting The Most Out Of Your Buyer Personas

To get the most out of anything worthwhile takes persistence, perseverance, hard work, intuitiveness, and grit.  It is advice we offer to our friends, family, and children.  Often in helpful conversations with marketing and sales leaders, I usually am posed the question of how to get the most out of buyer personas. A common theme is many have invested in buyer personas but are not reaping perceived benefits.  It is a perplexing dilemma for executives who have sponsored such efforts.  Much of the disappointment comes from not attaining new revelations about buyers or as one executive put it to me…

READ MORE
Tony
Article by Tony Zambito
© 2018 Tony Zambito, All Rights Reserved