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UNDERSTANDING BUYING BEHAVIOR IN THE NEW DIGITAL AGE

Buyer Persona Blog

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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Tony
Article by Tony Zambito

How CEOs And CMOs Can Tell The Difference Between Information And Insights

Many CEOs today, as made evident by recent CEO surveys such as the IBM Annual CEO Survey, are emphasizing improving customer engagement for their corporations.  Realizing one essential priority is building a customer-centered organization able to compete in a fast-moving and dynamic digital economy.  Where holding onto customers in a multi-channel world becomes an important component of an overall customer strategy. What CEOs and the CMOs have come to realize is insights can play a pivotal role in enabling organizations to shift their organization towards customer centricity.  Enabling understanding of what customer strategies to implement and how to design marketing…

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Tony
Article by Tony Zambito

Goal-Directed Decision Making Drives B2B Buying And Selling

Business-to-Business thrives on the simple basic principle of buying and selling. With all the hoopla over the past few years regarding digital technologies and social media, it is easy to lose sight of this most basic principle, which has existed for centuries.  The impact of digital and social technologies on the nature of buying and selling, however, cannot be understated.  They have changed how businesses interact and engage in the acts of buying and selling. One constant, research in the social sciences have proven, is the acts of buying and selling are by and large goal-directed activities and behaviors.  These…

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Tony
Article by Tony Zambito

The Importance Of Goal-Directed Behaviors To Buyer Personas

In nearly every walk of life, goals are a major influence on what we do, think, feel, and the actions we take on a daily basis. For example, we may decide to skip the fudge brownie desert in light of health goals we are pursuing. On a much larger scale, goals are at work influencing choices and high stake decisions such as investments in new technology or services. One of the largest influences on the conceptual development of personas has been the body of work and research on goals. More specifically, on what is referred to as goal-directed behaviors. A…

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Tony
Article by Tony Zambito

Intervention: Buyer Personas Are Not A Product Requirements Document

Product centricity is still kicking dust up in the perfect storm of changing buyer behaviors and transforming digital technologies. The dust up so thick, most organizations believe they may be responding to this perfect storm, yet, everything they do does scream products. A good case in point is what organizations believe they need to do or are told what to do with developing buyer personas. Unfortunately, companies are being misguided on the intent and methodology behind buyer persona development. Where the end game is still about pushing the product onto a target buyer. Let me illustrate with a couple of…

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Tony
Article by Tony Zambito

Does Your Buyer Persona Sound Like A Corporate Talking Machine?

Targets. Initiatives. Objectives. Analysis. Risks. Operations. Industry. Priorities. KPI. Success. Entry. Barriers. Products. Triggers.  Requirements. Solutions.  Markets.  Criteria.  Process.   Profile. What do these words have in common? They are words you are most likely to see in corporate and company documents related to strategies or tactics of a corporation or private company. They are often found in the confusing array of marketing or sales strategy and planning language.   Whereby strategy, planning, objectives and targets somehow get melded into one in the same without any real distinction. Confusion: Company Profile Vs. Buyer Persona One mistaken method related to buyer personas has…

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Tony
Article by Tony Zambito

How CMOs Can Use Persona-Based Customer Strategy To Transform Marketing

For decades, business executives have faced disruptive forces and changes. Brought on by technology, population changes, war, economic collapse, and radical innovation.   Due to the disruptive force of the new digital economy, business leaders and CMOs are facing a new phenomenon different than ever experienced before. The rapid changes in digital technologies are overlapping with equally rapid changes in customer behaviors. This powerful combined force is resulting in business leaders awash in responding to new types of organizational challenges. Situations related to nimble competitive entrants, emergence of new markets, changes in buying behaviors, pricing models turned upside down, and the…

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Tony
Article by Tony Zambito

The Missing Link Between Business, Marketing, And Customer Strategy: Buyer Personas

One significant change in the past few years is the top of mind presence of the customer on the part of CEOs. The mandate of “getting closer to the customer” has never been stronger. Various surveys point to CEOs linking business growth to increasing customer engagement efforts, growing their customer base, and improving customer retention. With existing customers and prospective buyers metamorphosing into more digitally inclined buyers, organizations are faced with uncertainty about who represents their buyers. Causing CEOs and the C-Suite to ponder how they should align their overall business strategies with customer strategies.   Linking business growth strategies to…

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Tony
Article by Tony Zambito

Use Buyer Personas To Align Marketing With Business Growth Strategies

On the minds of many CEOs for this year and beyond is making business growth a top priority.  From the likes of surveys by IBM and Gartner to surveys by the multitude of research firms across the globe, the one consistent driver identified by CEOs is that of business growth.  Coming out of the doldrums of the near global economic meltdown beginning in 2008, businesses are bent on growing. Alignment is a tricky word.  For marketers, it has meant gravitating towards the inevitable arguing on about tactical marketing and sales alignment.  Where their eyes should gaze is towards aligning with…

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Tony
Article by Tony Zambito

How To Gain Deep Insights Into New Customer Buying Behaviors

The digital economy continues to evolve at a fast clip.  New technologies are being introduced nearly every month.   Startups are ascending while long tenured organizations suddenly find themselves on shaky grounds.  New services and product introductions are falling flat.   Making the pursuit of understanding why customers are buying or not buying most difficult for many companies today. What we can be certain of is the buying behaviors of customers are changing.  Companies today can no longer sit on the sidelines and watch these changes from afar.  In essence, risking they will be left entirely out of the new digital playing…

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Article by Tony Zambito
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