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UNDERSTANDING BUYING BEHAVIOR IN THE NEW DIGITAL AGE

Buyer Persona Blog

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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Tony
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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Tony
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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Tony
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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Tony
Article by Tony Zambito

How GE Uses Human Connection To Empower B2B Corporate Storytelling

“Behind every person, behind every company, behind everything, is a story of how it got there – and the most relevant stories connect on a personal level.” Beth Comstock, CMO of GE. The above comment is a reminder of no matter how complicated or complex a business and its products may be, there is a human story to be told. Offering us the ability to connect on a personal and human level.   GE probably represents one of the most diverse organizations in the world with a portfolio of businesses and products, which can be characterized as complicated, complex, high-tech engineering,…

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Tony
Article by Tony Zambito

Global Marketing: The Business Of Choosing

Years ago, before cable TV, you were basically left with three choices on your TV dial. You could choose from the three major television networks on three different channels. And, if you had a good TV antenna, you just might be able to pick-up the PBS station in your local area. Today, we live in a world where cable TV has run amok with one hundred plus channels many of us pay for and never watch. If we contrast how we go about choosing products or services today with how we chose a mere twenty to thirty years ago, it…

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Tony
Article by Tony Zambito

The Importance of Understanding Context Before Jumping To Solutions

We cannot wait to offer solutions. We have the thirty-second elevator pitch, content marketing, presentations, lead generation, demand generation, sales training, and sales enablement. All designed to be proficient at offering solutions. Some companies can reach a fervent pitch with their marketing and sales in seeking to tell people or companies they have the solution. Sometimes we rush to provide a solution while at other times, we work on an effort with a potential customer crafting a solution over many months. What we can be convinced of is belief we have the right solution. Just what if? What if the…

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Tony
Article by Tony Zambito

Listening And Empathy: Making Your Marketing More Human-Centered

One of the most pressing questions facing organizations today is this one: How do we connect with the outside world of customers and buyers today? It is not an easy question to answer. Recently, we have had several studies, including those by Forrester and the Content Marketing Institute, which suggests companies have been struggling to connect with their customers and buyers. Finding many organizations and marketers believe their content marketing and B2B marketing efforts are only effective well below forty-percent of the time. The sobering news is the needle of effectiveness has not moved very much in the last few…

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Article by Tony Zambito

Use Buyer Personas To Humanize Your Content Marketing

All businesses and people within businesses become enamored with process at some point. Process is good. Process can also be bad. Bad to the extent doing the process becomes more important than meeting the end goal. When it comes to content marketing today, it just may be too much process is actually preventing a human connection with customers and buyers. The same can be said for buyer persona development as well. Misperceptions about the intent and value of buyer personas have resulted in too much process. Most common is the force fitting of buyer personas into buying processes, sales cycles,…

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Tony
Article by Tony Zambito

Humanize Your Brand With Buyer Personas

You cannot fake it. You should not even try. What am I talking about? We have plenty of efforts these days focused on humanizing in B2B Marketing.  Which I believe is most definitely a good thing.  However, we also have more savvy and knowledgeable customers and buyers in the digital age.   And, one thing I can share with all of you based on recent batches of in the field qualitative buyer interviews over the last year is this: Buyers and customers can tell when you are faking it. One Constant Missing Link Over the last year or two, there has…

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Tony
Article by Tony Zambito
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