Insight You Can Use

UNDERSTANDING BUYING BEHAVIOR IN THE NEW DIGITAL AGE

Buyer Journey

4 Myths Preventing True B2B Customer Understanding

There is a big problem when it comes to B2B customer research.  And, most B2B executives may be unable to see or recognize the problem.  The scarier notion is some may not even know it exists. What is this big problem? According to various studies over the years (by credible institutions such as Harvard) regarding market and customer research, approximately 80% or better of B2B customer research is conducted to reinforce current assumptions about customers.  Rather than, to explore new concepts, hypotheses, uncover new opportunities, gain revealing insights into issues, and seek new innovative ideas. In my years since launching…

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Tony
Article by Tony Zambito

State Of Buyer Personas 2016: Strong Correlation Between Effectiveness And Goals

In 2016, we will mark the fifteenth year since buyer personas were first introduced.  The journey, however, continues towards professionals and organizations gaining a true understanding of what buyer persona development entails. What is clear is buyer personas are now entering the mainstream of dialogue when it comes to overall customer understanding.  Incorporating Survey Data I wish to thank the (124) respondents of the State of Buyer Personas 2016 Survey for taking the time to complete the survey.  While there may have been redundancy in previous surveys, this particular survey is devoted to understanding the best practices associated with buyer…

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Tony
Article by Tony Zambito

7 Elements Of Customer Understanding The C-Suite Must Master

Changes in customer and buying behaviors continue to rock the very foundations of many industries.  According to recent surveys by PWC, Forrester, IBM, and McKinsey, disruptive trends in customer and buying behaviors are expected to continue over the next five years.  Many organizations are undergoing digital transformations in order to improve customer interactions, engagement, and understanding. For CEOs and their C-Suite teams, developing deep customer understanding is becoming strategically important to staying competitive and relevant to customers. While customer understanding is becoming of vital importance to the C-Suite, the struggle continues on just how to attain customer understanding.  New digital…

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Tony
Article by Tony Zambito

Mapping Buying Experiences: Creating Growth Through Aligning With Buyer Goals

Engaging new buyers and repeat customers are the lifeline to achieving growth.  While the context of these fundamental challenges has changed via digital technologies, they nevertheless are constant pressures.  Recent surveys of CEOs by IBM, PWC, and KPMG all point to major concerns and priorities in expanding the lifeline to growth. Creating distinctive and engaging experiences, as part of how people and businesses go about making purchases, is getting more attention today than ever.  Causing many to rethink long-standing practices on customer acquisition and customer retention. In order to learn how to create distinctive buying experiences, businesses are embracing new…

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Tony
Article by Tony Zambito

The Emerging Importance Of B2B Ethnography To Buyer Personas

Better, deeper, insightful, and well-rounded understanding of customers and buyers is on the top of the list for many CEOs and CMOs today. In recent studies by IBM and other research studies on CEO sentiments, customer insight and understanding are identified as a top focus for CEOs.  A majority of surveys also find a growing concern for both establishing and retaining customer loyalty in today’s digital marketplaces. There are two additional concerns CEOs are finding of increasing importance to the growth, as well as, survival in competitive environs.  These two are: CEOs and CMOs have a growing concern about the relevancy…

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Tony
Article by Tony Zambito

Goal-Directed Marketing: How Marketers Can Help Buyers Achieve Their Goals

Many CMOs today are faced with a dilemma.  As digital interactions and media become more intertwined into everyday life, marketers need to respond.  Respond with content and media that fits into the new world of digital commerce.  Yet, as CMOs invest and allocate more to content and digital media, the returns are not occurring as hoped. Various studies have shown buyers continue to find as much as 60-to-75% of content to be non-relevant.  In one study, SiriusDecisions found 60-to-70% of B2B content produced goes unused.  Basically, results like these indicate content and digital media is having a problem with trust.…

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Tony
Article by Tony Zambito

3 Ways CMOs Can Achieve Deeper Insights Into The Customer Journey

As CMOs look ahead, gaining greater clarity into how buying behaviors are changing is becoming one of their most important aims.  Never more pressing as digital channels expand and become more immersed in the conduct of commerce.  At the same time, the ability of marketing to influence and support the entire customer lifecycle continues to expand. Such pressing concerns have CMOs seeking better ways to understand the entire buying cycle, as opposed to marketing’s traditional concern with building awareness.  The idea of understanding the customer journey or buyer’s journey has come into vogue during the past couple of years.  Interestingly,…

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Tony
Article by Tony Zambito

Goals Are At The Heart Of Customer Experience And Engagement

When discussions have turned to the importance of customer experience today, it is easy to quickly think of customer experience (CX) as a touchpoint improvement phenomenon.  Garnering up images of consumers, as well as, B2B buyers happily skipping along a mythical journey to the end of a rainbow.  Coming upon particular resting points and encountering an experience designed to wow them! There is a problem with this thinking today. We have been fascinated with the concept of the customer journey or in B2B, the buyer’s journey.   On paper, it worked well.  There is a beginning, middle, and an end to…

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Tony
Article by Tony Zambito

Looking At The World Through The Eyes Of Your Buyers

One of my favorite visits as a young person was to the House Of Mirrors at the amusement park.  It fascinated me how the mirrors distorted the way we looked and how they reshaped our faces.  Having fun with facial and body gestures to make myself look even more different. Companies today, if not intent on understanding their buyers, can fall victim to their own House Of Mirrors.  Having a very distorted view of buyers than that of reality.  The buyer becoming a reshaped reflection of the way people internally view and think about customers. Corporate-Referential View Of Buyers Corporations…

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Tony
Article by Tony Zambito

The Pursuit Of Goals Drive Buyer Decisions

Market behavior, in its most simplistic form, is about buying and selling.  As simplistic as it may appear, market behaviors are filled with complex goal-directed behaviors, activities, and choices that ultimately drive buying and selling.  Thus, the imperative for marketers today becomes getting a handle on how buyers do three related things: How do buyers select goals? How do buyers pursue goals? How do buyers make decisions relative to goals? What the C-Suite and their teams are realizing today is the insights needed about buyers and their decisions are lying somewhere in the deep recesses of the buyer’s mind.  Directly…

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Tony
Article by Tony Zambito
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