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UNDERSTANDING BUYING BEHAVIOR IN THE NEW DIGITAL AGE

Buyer Persona Blog

4 Things Buyer Personas Are Not

When products or services look similar, are called by similar names, or represented to be the same as, this can lead to confusion.  When it comes to buyer personas, this is more common than it should be.  In helping several B2B organizations directly or in advising recently, I have noticed the confusion become more prominent. The problem with confusion is it can lead to bad assumptions.  When this happens, organizations can find themselves heading in the wrong direction.  Operating by assumptions can become the Achilles’ heel of organizations.  Causing severe set backs and loss time to market.  Making erroneous assumptions…

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Tony
Article by Tony Zambito

5 Reasons For Poor Buyer Personas Steering Marketing In The Wrong Direction

This July marks the 13th year since the first drafting of the concept and methodology for buyer persona development.  Notably, in the last three years, we have seen an increase in awareness of buyer personas.  Coinciding with the rise in content marketing, marketers seek to use buyer personas to help guide content strategies and tactics.  With this rise in awareness also come pitfalls in having buyer personas steer marketing efforts in the wrong direction. I raise this point due to the proliferation of content on buyer personas over the past few years.  Some helpful but the majority, in my opinion,…

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Tony
Article by Tony Zambito

4 Principles For A Human-Centered Approach To Personas in Marketing

Often studied in psychology, is the phenomenon of what people say and do is not always what they mean.  Lurking in the sub-conscious as well as on conscious levels are guarded perceptions, defense mechanisms, mental images, prejudices, and etc.  Often needing in-depth qualitative studies in social psychology to determine how groups of people think, behave, and make use of language. In social psychology, archetypes are often used to help communicate the social psychological dynamics of people.  Helping psychologists to translate their qualitative research into meaningful insights and portrayals of people in a social context. In the business world, marketers and…

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Tony
Article by Tony Zambito

5 Ways GE Put Human Experience At The Center Of B2B Marketing

Over the course of the past few decades, B2B marketing has been perfecting the art of showcasing products or services.  In the pre-Internet days, the focus was on the shiniest and brightest glossy brochure to make products or services look unbeatable.  B2B companies resorted to showrooms and customer demonstration facilities.  All in the hopes of making their products or services stand out from the pack.  This is still happening today in the digital age. Many of today’s B2B organizations still lead with the proverbial – “we are the leading provider of blah blah technology which enables companies to improve effectiveness…

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Tony
Article by Tony Zambito

To The Modern Buyer, The Human Experience Is Everything

Creating satisfying interaction experiences for buyers today is proving to be more complex than most organizations had guessed.  Various surveys and reports continue to put satisfaction with content and information at or below 35% range.  The translation for me, when factoring in the qualitative interviews conducted with buyers over the past year, is not only is there a lack of satisfying content, but also a lack of meaningful experiences. Value The Human Experience A lesson learned over the past few years is there is a risk of making content and the digital experience too self-referential.  Meaning we create content and…

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Tony
Article by Tony Zambito

Modern Marketing Is About Human Connection – Not Robots

This year, more than any in a long time, I am hearing a strong backlash to the volumes of emails and content buyers are receiving.  In the past eight months, after conducting numerous buyer interviews, this pattern has become so evident; it is as if buyers are screaming at the top of their lungs.    In my opinion, there is a cause and effect dynamic taking place in B2B marketing.  It goes something like this: The hard adjustment to the new digital economy is putting pressure on B2B companies to grow.  Many are jumping on the content marketing bandwagon.  This pressure…

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Tony
Article by Tony Zambito

Three Lessons You Can Learn from Ron Johnson’s Failure at JC Penney

(I am pleased to have as guest author for this article Bob Thompson.  Bob is founder and editor-in-chief of CustomerThink.com.  He is also an authority and thought leader in customer experience.  Most recently Bob published a booked entitled Hooked On Customers, which centers on the habits of leading customer-centric firms.) Several years ago, my first visit to an Apple store was to buy an iPod for my son. Amazing experience. The store had a clean and open design, and the staff was really helpful. When I was ready to buy, I realized something was missing. Instead of a row of…

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Tony
Article by Tony Zambito

#BMA14 Takeaway: The Rise Of Humanizing Business Marketing

Last week, at the Business Marketing Association (BMA) 2014 Conference, the theme was “where b2b’s going!”  After three days, it became clearer where.  Business marketing, B2B, is crossing the chasm from cold hard facts-driven marketing to establishing emotional human connections with customers and buyers.  Driven by the evolving digital economy, we are seeing the “humanizing” of business marketing starting to emerge. I was privileged to speak on the first morning of the conference.  My focus was on understanding the modern buyer in the digital age.  Of which, I covered the need for a human-centered approach to marketing.  This approach is…

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Tony
Article by Tony Zambito

4 Ways To Make Complex Marketing Human-Centered

As more and more businesses undergo digital transformation, we see more investments pouring into digital technologies.  The aim is to be omnipresent and somehow, someway – get a corner of mindshare with buyers.  What organizations risk is this – the more they automate, the more they become less humanized with their customers. It is a scary thing.  Customers and buyers can amount to nothing more than accounts and fields on a screen.  Recently, I read an article where a customer was referred to as “it”.  You cannot get any less human than this! High Stakes Still Exists In The Digital…

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Tony
Article by Tony Zambito

Buyer Personas Provide Human Face To Human-Centered Marketing

An essential part of developing a human-centered approach to modern marketing is hearing and observing your customers and buyers.  The aim is to reach a level of deep understanding, which helps us to make more informed strategic business decisions.  CMO’s and their C-Suite peers are collecting a tremendous amount of information.  Whether it is big data, sales intelligence, or companies engaging in careful qualitative studies of their customers. Making sense of a mountainous collection of information can prove to be a daunting exercise.  While we may gather better clarity on segments and groups of buyers, obtaining a sensible and informing…

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Tony
Article by Tony Zambito
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