Insight You Can Use

UNDERSTANDING BUYING BEHAVIOR IN THE NEW DIGITAL AGE

Buyer Insight Research

CMO 2014: Brand Experience Will Matter First Before Content Marketing

For many Chief Marketing Officers and marketing leaders, especially in B2B, there is a seismic shift taking place in how marketing is approached and done.  A staple in yearly strategic planning is the product or service as the central focus of marketing and sales plans year after year.  Product marketing is just as the name implies – all about marketing the product.  If this is the central premise of your marketing plan for 2014, time to go back to the drawing board before it is too late. New Differentiation Decade after decade, marketing and sales focused on touting the superiority…

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7 B2B Buying Behavior Trends To Watch In 2014

Like a runaway train, B2B buyers continue to evolve and reshape their buying behaviors.  Adapting to new channels as well as technologies to solve critical problems, reach goals, and accomplish more.   My conversations with B2B marketing and sales leaders indicating it will be tougher for B2B Marketing and Sales to keep pace in both customer acquisition and retention. After conducting a substantial amount of qualitative research-based buyer interviews in 2013 in several vertical markets, on behalf of B2B organizations, there are trends I see beginning to take root.   Trends which suggest buyers are more inclusive, collaborative, and discerning than…

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CMO 2014: 4 Steps To Rediscovering B2B Brand Equity

Having an instantly recognizable brand is the aim of many Chief Marketing Officers and marketing leaders.  It is one of the most elusive trophies to grab in the world of B2B.  Once achieved, there are tremendous advantages.  Gaining such an advantage has become harder to achieve as companies struggle to be heard above the loud din of digital media. The art of building brand equity may have been lost in the digital shuffle taking place in the B2B space the past few years.  It is an art companies can ill-afford to lose.  With more options available to buyers today, loyalty…

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CSO 2014: The Challenger Buy

Every few years, in the sales world, new methodologies come out.  Chief Sales Officers and sales leaders struggle with balancing the hype with worthwhile adoption.  In the past two years, the latest of these is The Challenger Sale based on survey-oriented research conducted by the Corporate Executive Board.   The survey conducted and given to sales professionals, found most successful sales professionals succeed by challenging customers with insights intended to change the status quo. The Challenger Sale is also based on the premise buyers are 57% of the way through the buying cycle before they engage a salesperson.  Although this statistic…

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CMO 2014: A Return To The 3 Purposes Of Marketing

For many CMO’s and leaders in marketing, there has been a litany of proclamations about what marketing will become.  During the past few years, urgent bell ringing to dive into new definitions of marketing has besieged marketers: Social marketing Social media marketing Inbound marketing Digital marketing Search marketing And, most notably – content marketing Without question, many marketing leaders today must feel like they are being pulled into every direction possible.  Despite the average tenure of CMO’s increasing, it is reasonable to believe many still feel at risk due to constant changes in the dynamics of marketing. Perspective Content marketing…

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Understanding Buyer Personas and Behavior | AQs Blog and Grill

Recently, I made an appearance on AQ’s Blog & Grill, hosted by Alan Quarry.  It was a fabulous discussion.  Alan is one of our brightest minds as well as leading contributors in business and marketing today.  It has been a pleasure to interact with him.  Here is a brief bio on Alan: Alan Quarry is the Chairman of Quarry Integrated Marketing and leading mentor as well as entrepreneurial advocate.  He teaches Marketing Communications to 4th year and MBA classes at the Wilfrid Laurier University School of Business in Waterloo and Marketing Strategy in the Executive MBA program for the University…

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Are You Marketing To A Buyer Persona Only? Why A New B2B Persona Paradigm Is Needed.

I came across a word recently, which made me pause and think.  It is a word many of us have heard.  Perhaps we have not heard or seen this word in this form but in one form or another.  The meaning of this word, in many ways, appears to be describing an impact of the digital age for B2B as well as B2C businesses. This word is: Intersectional This is the adjective for the word intersection.  We tend to know this word in terms of streets and roads, which intersect.  The rise in digital technologies is changing buying and usage…

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New Survey Highlights What Is Most Important To B2B Customers. Surprise, It Is Not Content Marketing.

The fanfare has been loud and non-stop.  Drums beating and reverberating throughout the B2B world to jump on board the content marketing train.  As in the B2C world, we are beginning to see a dramatic rise in web-based content, online communities, and video-based messaging.  These are proving to be powerful ways to communicate. There is just one problem. B2B customers are experiencing disconnect between brand as well as content messaging and what they care about most.  According to a recent research study and survey conducted by McKinsey, of 700 global executives, corporate messaging may be having little impact on evaluation…

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7 Criteria To Ensure Doing The Right Things For Buyer Personas

When we put time, resources, and money into anything we do business-related, it is natural to seek value in return.  Value comes from understanding what are the right things to get done.  How to ensure investment in buyer insight research and buyer persona development adds value is one question I get asked frequently. Doing The Right Things To get the most value out of investments, business leaders have to look beyond style or hype and look at the substance.  Using evaluative criteria to determine if they are making as well as have made the right choices.  This is usually the…

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5 Recommendations For Leaving Out-Of-Date Buyer Persona Practices Behind

Companies today are facing challenges to grow yet must do so in new ways.  Finding optimal effectiveness and efficiency in reaching buyers can be elusive.  Confronted with higher expectations by buyers for quality services, better experiences and seamless integration into their business operations.  These factors have B2B organizations on the hunt for deeper understanding of their markets and buyers. Living In The Past Despite these challenges, organizations can operate as if they are living in the past.  This includes existing buyer persona development efforts B2B companies have engaged in.  Not realizing they may actually be putting themselves further behind in…

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