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UNDERSTANDING BUYING BEHAVIOR IN THE NEW DIGITAL AGE

Buyer Persona Blog

What CMOs Need To Know About Listening To The Customer

It is a generally accepted notion that listening is vital to having positive and healthy interpersonal relationships. Listening is an essential skill for leaders in business, politics, sports, and in many different aspects of culture and society.  As a country, we have had many leaders rise to the occasion upon their ability to listen and connect with people and their causes. For CMOs today, listening to customers has become one of the key ingredients shaping their success in connecting brands with customers.  Expanding the growth of their customer base is predicated, to a high degree, on having listening be an active…

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Tony
Article by Tony Zambito

Staying Relevant In An Era Of Disruption And Elusive Customer Loyalty

Customer loyalty continues to be a top-of-mind concern for CEOs, as studies and surveys from the likes of IBM and others have shown.  During the past decade or more, we have seen the use of customer satisfaction surveys, Net Promoter Score, and the rise in customer experience as means for gauging customer loyalty.  The central points being that of keeping customers satisfied and providing great customer experiences will keep customers loyal. In fact, a recent study on customer experience surveying 500 plus executives sponsored by Genesys, showed a very strong correlation between providing high-quality customer experiences and customer retention. Here…

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Tony
Article by Tony Zambito

Gaining The Attention Of Buyers In A Hyper-Connected World

As we have all experienced, our hyper-connected world is becoming more chaotic with more mediums vying for our attention.  Advanced digital technologies have meant more channels to hear, see, and search for information.   For many consumers as well as business buyers, the overwhelming availability of choices can create anxiety-laden confusion.   Causing a seemingly straightforward effort to turn into an exercise fraught with indecision. When we strip away the layers and boil down to the kernel, what most businesses are vying for is the attention of buyers.  Attention is, nowadays, a very precious jewel organizations strive to possess.  Gaining the attention…

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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 Secret To A Successful Career In Marketing

For many marketing professionals today, the world of marketing they entered just a few short years ago, or many years ago, most likely does not fit what they expected. On-the-job learning has become the norm.  Different industries and markets can take marketers down different career paths.  Depending on their experiences in consumer marketing or business marketing, marketers find themselves living in cultures with their own set of norms and lingo.  Jumping to a completely different industry or market then can become a scary thing to do. Role Definition Is Limitless If you never heard of marketing and you find yourself…

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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

3 CMO Signals For Sensing Shifts In Buyer Decision Behaviors

The calendar is usually full.  Exercise coming from jogging from one meeting to the next.  Engrossed in the daily demands for time and being in the moment of now.  The now being a crisis or a looming project deadline. The gnawing feeling of something being missed about customers and buyers never going away. The world of busyness can cause many of us to miss out on important signals about what lies ahead.  It is like driving whereby signals play a very important role in letting drivers know what is about to take place and the actions we need to take.…

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Tony
Article by Tony Zambito

The 3 Types Of Buying Scenarios Every B2B CMO Must Know

The complexities of the evolving and robust global digital economy are introducing new sets of goals and problems for B2B organizations.  Long tenured B2B companies are seeking ways to adapt and to remain sustainable.  While nimble and digital technology savvy firms are either grabbing larger chunks of market share at a faster rate or are creating new business models shaking the very foundation of established markets. It is no wonder, then, that CEOs are making understanding buyers and buying behaviors top priorities for many B2B organizations. The Deeper Understanding Needed In attempts to gain deeper understanding of buyers and their…

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Tony
Article by Tony Zambito

The Role Of Emotions And Goals In B2B Buying Decisions

For most of the past few decades, leading up to the advent of the Internet and digital technologies in the 21st century, there has been an accepted paradigm regarding B2B buying decisions.   This paradigm consisted of an unquestioned notion that B2B buying decisions were disciplined, rigorous, process-based, and rational.   In essence, a prevailing belief B2B buying decisions were exclusively very rational and based on comparative options. This is truly not the case – anymore. What we are learning over the past decade, in which the thousands of buyer interviews I have completed appears to confirm, is emotions are very much…

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Tony
Article by Tony Zambito

Why CMOs Need To Embrace Goal-Directed Customer Engagement

One of the recurring themes over the past three years is the yin and yang of attempts to engage customers and buyers through digital and content marketing.  The statistics on surveys from Forrester, McKinsey, IBM, Sirius Decisions, and others have all been surprisingly constant. Reflecting the fact of sixty-five to seventy percent of content goes unread or is found irrelevant.  Yet, in other surveys, consistently, more than eighty-five percent of marketers proclaim implementing digital and content marketing, as well as, marketing automation. It does not take too much thinking or observation to see something is amiss here.  Organizations, including B2B,…

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Article by Tony Zambito
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