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UNDERSTANDING BUYING BEHAVIOR IN THE NEW DIGITAL AGE

Buyer Persona Blog

4 B2B Marketing Trends To Plan For In 2015

The classic novel A Tale Of Two Cities by Charles Dickens begins with these most famous words and phrases: “It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness……… it was the spring of hope, it was the winter of despair…we had everything before us, we had nothing before us… These famous words and phrases may very well describe how many B2B organizations as well as marketers and sellers felt in 2014. The year 2014 displayed unabated rapid changes in buying behaviors and in how B2B…

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Tony
Article by Tony Zambito

How Marketing Leaders Can Lead With Strategic Customer Narratives

Marketing leaders are in continual pursuit to understand customers and buyers. At the same time, they are now being looked at to bring understanding of customers to bear on almost all facets of business operations.  According to a recent IBM CEO Study, CMO’s are increasingly gaining the attention of CEO’s. Whereby marketing is seen as a major driver towards creating a customer-centric organization. Because the forces of change have been so rapid, marketing leaders are put in a position of being a juggler of new types of approaches, services, and technology. Whether they are creating new online capabilities, developing content marketing…

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Tony
Article by Tony Zambito

Beyond Predictive Marketing: Planning With Persona-Based Strategic Narratives

In a recent interview, one of the world’s most compelling management consultant, Tom Peters, responded to a question related to what is missing from today’s discussion about management. In classic as well as vintage Tom Peter fashion, he responded: “My real bottom-line hypothesis is that nobody has a sweet clue what they’re doing.” He went on to say we, in business, should be trying things out at an insanely rapid pace as a result. It is fair to say in the world of marketing, what has been taking place is trying things out at a rapid clip. One of those things…

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Tony
Article by Tony Zambito

Radical Openness And Transparency: A Mandate For B2B Organizations

November 2014 marked the twenty-fifth (25th) anniversary of the fall of the Berlin Wall. The tearing down of the barrier separating West Germany from East Germany remains as one of the world’s most momentous events.   The fall of the Berlin Wall continues to send out tremors touching many parts of the globe. What many in the world assumed would be a smoothed unification of West and East Germany has not occurred. For example, the former East Germany continues to suffer from rampant high unemployment, less educational opportunities, and poorer healthcare systems. In the same twenty-five years, we have seen the advent…

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Tony
Article by Tony Zambito

Why The Concept Of Immersion Will Be The Next Big Thing in B2B Marketing

For most of us, when we become immersed with something we care about, like, or even love, we become completely involved. All of our mental faculties are devoted to a particular experience. As an example, when we travel to a foreign country, we can become immersed completely in a foreign culture. Experiencing for the first time how people in other countries go about their daily lives. With the tumultuous changes occurring in the new digital economy, markets, consumers, and businesses can seem quite foreign when compared to a decade ago. These hyper changes occurring are rapidly altering behaviors and how…

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Tony
Article by Tony Zambito

The Danger Of A Single View Of Buyers

Many of us have heard of the term tunnel vision. It is usually described or defined as follows: The tendency to focus exclusively on a single or limited goal or point of view. We have seen extreme points of views in every walk of life. From politics to religion and everything in between we have seen a singular focus on a goal or point of view. Unfortunately, tunnel vision can cause intended as well as unintended consequences. In the world of business marketing, organizations can exert all their resources towards focusing in on a single view of buyers. Doing so…

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Article by Tony Zambito

The State Of Buyer Personas 2015 Survey

I could use your help. For the past few years, I have put together an annual perspective on the State of Buyer Personas.   This coming year, I will welcome responses to a comprehensive survey to include in this perspective. It is hard to believe nearly thirteen years have passed since founding the concept of buyer persona development. The concept has gone through various evolutions – some good and some not so good. One thing we can count on remaining central is the core concept of buyer personas being part of a human-centered approach towards understanding buyers. While buyer personas have…

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Article by Tony Zambito

How Context Influences Good Content

Major themes running through marketing and sales since 2012 has been companies are increasing spending in content marketing. Several surveys in 2014, including those from the Content Marketing Institute and eMarketer, show up to 70% or more of marketers plan to increase spending in content marketing. This is despite recent surveys and reports, such as from Forrester, indicating 85% or more find their content marketing somewhat effective, somewhat ineffective, or not effective at all. So what gives? Is marketing throwing money down a toilet with content marketing? One thing we know through these surveys, for example from Forrester, is nearly…

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Article by Tony Zambito

Why Marketing Leaders Should Embrace Story Listening Before Story Telling

“What I’ve seen is a leader doesn’t start with storytelling, they start with story listening.” -John Maeda, Design Partner, KPCB During the past two years, B2C as well as B2B marketing leaders have heard much about the concept of storytelling in marketing. With the number one challenge facing marketers today being one of connecting with customers and buyers, storytelling can seem like one sure bet. Recent headlines in the blogosphere seem to all suggest and promise businesses can accelerate their revenue growth through storytelling. Not so fast. I believe organizations are prone to make the mistake of a rush to…

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Article by Tony Zambito

How Hologic, A B2B Company, Connects Authentically Through The Human Story Of Breast Cancer Awareness

All across the world, October is recognized as Breast Cancer Awareness month. While we celebrate breast cancer survivors during this month, it is also a reminder for us to pray for the recovery of those suffering from metastatic breast cancer (Stage IV and greater). The hardship women endure from metastatic breast cancer is difficult both for them and their loved ones. During this month, Breast Cancer Awareness is also an encouraging call for women across the world to engage in preventive health practices. The sobering reality today is a person will know of someone with or is personally touched by…

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Article by Tony Zambito
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