Insight You Can Use

UNDERSTANDING BUYING BEHAVIOR IN THE NEW DIGITAL AGE

Buyer Perception

Are You Ready For The Consumerization of B2B Buying Behavior?

A major shift in buying behavior is occurring.  If you are not on top of it, you may be the last to find out what people as buyers are saying about you.  And, you may have your assumptions about how you stack up against competitors shaken. Something Else The struggle with content marketing ineffectiveness may mean buyers want something else.  The something else may be just around the corner. What is going on? Our thinking about B2B Marketing and Sales can be changed forever if buyers adopt technology, which allows them to openly share opinions and reviews.  What is looming…

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4 Buyer-Focused Strategies B2B Businesses Must Get Right For 2014

The process of planning and budgeting has begun or is about to begin for many senior leaders returning to post-summer planning mode.   Usually, the fixation is on the budget.  An exercise some welcome.  While others loathe. While the quantitative budget process is of importance, so may be getting the organization right about their buyers.  By right, I refer to getting to know them and help them.  Organizations can continue to operate in a vacuum.  Sometimes, losing their focus on their customers and buyers.  Internal issues and the daily operations dominate each day.  Customers and buyers become out of focus. The…

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The Buyer Revolution: 4 Steps To Evolve Or Be Toppled

The rapid changes in technologies and business models continue at breakneck speeds.  Shifting the landscape of buyer behavior along the way.  Fermenting the once dormant ability of buyers to redefine the seller-buyer relationship .  Creating a buyer revolution marching on unabated. B2B business, marketing, and sales leaders are faced with rethinking long-held strategies and redefining tactics.  Confronted with a new reality, which bears little resemblance to just a few short years ago.  One thing has become clear in the buyer uprising B2B businesses face today – they must evolve or they will be toppled. Meeting Demands The buyer revolution is…

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Are Buyer Perceptions What You Think They Are?

The business world is filled with proclamations.  Usually these proclamations have to do with how businesses describe themselves.  The word “leading” is often used.  You have seen many of them.  Companies often describe themselves as the “leading provider” of something.  Do buyers see them in the same way? Going To Market Going to market today is a harder than ever before.  Plenty of time, resources, and energy are spent to devise strategies, game plans, and tactics to win in the marketplace.  If we were to do a reflective look back on why some succeeded or failed in their efforts, buyer…

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Is Your 2014 Sales Strategy Already Doomed By Lack of Information?

Right around the corner, the laborious and angst filled process of planning for 2014 begins.  2014 will be different.  While economic growth will remain sluggish (according to the Congressional Budget Office), businesses are starting to release the chains put around growth spending.  A lot has changed since the meltdown of 2008.  In these short five years, what we know about buying and selling has been turned upside down. The Revolution Continues What we have learned is a buyer revolution is in full swing with buyers now holding the cards.  We are in the midst of it and the revolution shows…

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5 New Buyer Insights You Need To Grow Customer Acquisition

The buyer revolution is in a frenzied uprising.  More empowered and influential than ever before, buyers are letting it be known of their dissatisfaction.  Several reports during the past year indicate buyers frown upon self-serving as well as product-based content marketing and sales approaches.  The power of revolt now a mere click to the trash icon. What buyers today are beginning to voice is the higher expectations of knowing about their business.  With these higher expectations comes a new standard, which must be met.  B2B organization must come to the table with business related advice on how to solve business…

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Follow the Road to Content Marketing Effectiveness with Buyer Persona Story Mapping

(This is part three of a three part series on the use of Buyer Persona Stories™, Buyer Persona Scenarios™, and Buyer Persona Story Mapping™ to drive effective content marketing strategy.) Getting to see the big picture about customers and buyers today is not easy.  It can be like sitting in an old stadium trying to peak around a su_column to see the field.  When you cannot see the whole field, you are missing the action.  With buying behavior changing rapidly each quarter, not having the big picture on the actions of buyers can set back an organizations significantly. In part…

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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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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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