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UNDERSTANDING BUYING BEHAVIOR IN THE NEW DIGITAL AGE

Buyer Persona Stories

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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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 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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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

Story-Driven Insights Drive Growth

We have a problem.  We are being inundated with facts, data, reports, and charts.  In the digital age, instead of reams of paper piled high on a desk, we have megabytes being stored on a hard drive or in the cloud.  The hope is these deeply stored megabytes will give us the analyses and insights needed to make the next leap over competitors. The dilemma faced by decision-makers and strategists today is the more data is collected and aggregated, the harder it is becoming to make sense of data.  The more arduous the task becomes of connecting the proverbial dots…

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Tony
Article by Tony Zambito

How The C-Suite Can Discover Rich Buyer Insights Through Buyer Stories

CEO’s and their C-Suite teams are mired in quantitative data analysis.  Trying to make sense out of dollars and cents.  Uncertainty reigns on how to shape future company strategic direction.  Frustration exists with research consisting of surveys and data analytics only providing a snapshot of customer and market realities.  Recent customer profiling efforts only telling senior executives what they already know. Sound familiar? Given the amount of technological changes impacting buyer behaviors in the past decade, this is the likely state of affairs in many B2B corporate environments. Frustration Many executives today in marketing, sales, strategy, and operations are frustrated…

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Article by Tony Zambito

4 Ways To Differentiate With B2B Audience Messaging Segmentation

If you put yourself in the shoes of a customer as a listener instead of the messenger, you might find a noise you do not like.  Perhaps it is a loud constant humming sound.  Five competing companies sounding like a meditative chant.  Yet there is no escape as a listener.  In the shoes of a customer, you move down the hall, only to find the same hum no matter who is the audience. Using an expression from years past, the only choice left for customers is to – tune out. Limitations of Quant In my recent conversations helping marketing and…

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Article by Tony Zambito

CMO 2014: Brand Experience Will Matter First Before Content Marketing

For many Chief Marketing Officers and marketing leaders, especially in B2B, there is a seismic shift taking place in how marketing is approached and done.  A staple in yearly strategic planning is the product or service as the central focus of marketing and sales plans year after year.  Product marketing is just as the name implies – all about marketing the product.  If this is the central premise of your marketing plan for 2014, time to go back to the drawing board before it is too late. New Differentiation Decade after decade, marketing and sales focused on touting the superiority…

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Article by Tony Zambito

CMO 2014: 4 Steps To Rediscovering B2B Brand Equity

Having an instantly recognizable brand is the aim of many Chief Marketing Officers and marketing leaders.  It is one of the most elusive trophies to grab in the world of B2B.  Once achieved, there are tremendous advantages.  Gaining such an advantage has become harder to achieve as companies struggle to be heard above the loud din of digital media. The art of building brand equity may have been lost in the digital shuffle taking place in the B2B space the past few years.  It is an art companies can ill-afford to lose.  With more options available to buyers today, loyalty…

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Article by Tony Zambito

7 Criteria To Ensure Doing The Right Things For Buyer Personas

When we put time, resources, and money into anything we do business-related, it is natural to seek value in return.  Value comes from understanding what are the right things to get done.  How to ensure investment in buyer insight research and buyer persona development adds value is one question I get asked frequently. Doing The Right Things To get the most value out of investments, business leaders have to look beyond style or hype and look at the substance.  Using evaluative criteria to determine if they are making as well as have made the right choices.  This is usually the…

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Article by Tony Zambito
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