Insight You Can Use

UNDERSTANDING BUYING BEHAVIOR IN THE NEW DIGITAL AGE

Buyer Persona Development
illustration by Eucalyp

Why The Buyer Transformation Is The Only One That Will Matter By 2020

A hot buzzword during the past couple of years has been digital transformation.  It has branched off a few more in the world of marketing and sales: Martech Transformation Sales Transformation CX Transformation Customer Engagement Transformation I am sure there are more.  At the risk of being a buzz killer, there is something amiss about all of this that may not be that great.  Much of these have to do with internal processes within marketing and sales.  The emphasis is on becoming more digitally efficient with one’s marketing and sales efforts as a means of connecting with customers. 2020 Looms…

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Tony
Article by Tony Zambito

6 Variables Making Buyer Insights Driven Sales Transformation Critical By 2020

For the past few decades, solution-based selling was the dominant theme in building sales organizations.  Solution-selling methodologies and training proved to be a big business.   B2B organizations reworked their sales organization and invested heavily to be more consultative with buyers. B2B entities are finding it hard to let go and prepare for sales transformation in the new digital era of commerce.  In the last few years, we have heard plenty about insights-based selling.  This should not be confused with the imperative to undergo insights-driven sales transformation.  Insight-selling places emphasis on sales reps delivering helpful insights to potential buyers.  Complementing existing…

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Tony
Article by Tony Zambito

Are Companies Ignoring Their Best Source For Buyer Insights?

In the past few years, the data analytics revolution has continued unabated in the worlds of B2B and B2C.  The rise of data analytics is resulting in increased budgets and staff to account for the volume of data that can now be computed and accessed.  This growth in the volume of data has spawned numerous types of data analytics services provided for marketing and sales management to deal with the ever-increasing volume of data. Insular We Have Become While organizations may have decreed that the purpose for all this data crunching is for customer-centricity, something else may be happening unintentionally. …

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Tony
Article by Tony Zambito

3 Forces Shaping The Future Of B2B Marketing

Many executives, particularly Chief Marketing Officers, are in constant pursuit of understanding changing buyer behaviors and markets.  Which, for the most part, remains an elusive and challenging endeavor.  In the past ten plus years, we have seen a tumultuous upheaval in both the world of buyers and how marketing is adapting. As business leaders and marketing leaders look ahead to the future, the ever-expanding global digital economy will undoubtedly cause further disruption.  Charting a course for future growth becoming increasingly difficult.  Despite the advent of an overflowing introduction of new marketing approaches, acronyms, and concepts in the past decade, the…

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Tony
Article by Tony Zambito

How The Content Illusion Is Leading Marketing Astray In The Era Of Digital Transformation

In the past five years, the often-unquestioned hymnal has been that to succeed in today’s digital world, businesses must produce content.  Produce high-quality content, yes.  But, produce massive amounts of it to get in front of customers. According to various statistics on the Internet, we are living in a world where every minute over 200 million items of online content is produced.  Where nearly 1500 blog posts are posted every minute.  Whereby over 200 million email message are sent every minute.  The amount of content exploding online is staggering.  Leaving the content dilemma facing many organizations – how to stand…

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Tony
Article by Tony Zambito
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