Insight You Can Use

UNDERSTANDING BUYING BEHAVIOR IN THE NEW DIGITAL AGE

Buyer Persona Stories

Do Your Buyer Personas Look Like They Are From 1980?

It is downright scary.  Pressure is building to come out of the recession and light a fire undergrowth.  Marketers and sellers are responding impulsively.  How?  Slipping back into a time warp of the ‘80’s.  A world filled with focus on product centers, product marketing, selling features and benefits, and the buyer was a target – which bought, not engaged. Times Have Changed We know market dynamics, buying behavior, and technology has changed.  Marketers and sellers are in the throes of a buyer revolution.  It is not going to end soon.  The pace of change will accelerate.  It is going in…

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5 Core Components of Buyer Persona Development

What exactly is buyer persona development?  Recently, this question came from several who have “done personas” but have met resistance or disappointment.  Our discussion centered on why the buyer personas developed offered little value. Why No Value? In my conversations helping people, there are two reasons why buyer persona efforts have been met with either resistance or disappointment. Buyer personas are perceived as a customer profile.  A customer profile with a picture offers little value. Sales intelligence is misperceived or misrepresented as buyer insights. These two reasons can result in resistance and disappointment.  While a customer profile can help with…

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Can You Predict When Your Customers Will Buy?

During the past two to three years, there has been much focus on understanding the buying process, buying cycles, or as some call it – buyer’s journey – of buyers.  Due to shifts in buyer behavior towards research and evaluation before sales interactions, we have seen the idea of mapping content to buying stages and buying journeys.  I am not so sure this gets us where we need to go. Mass Confusion There have been many attempts to depict the buyer’s journey and buying process.  We have circles, arches, straight vertical lines, wavy lines, and more.  My hunch is buyers…

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The Chief Marketing Officer’s Dilemma

Month after month, Chief Marketing Officers (CMOs) are confronted with a question.  It is a powerful question.  If answered with accuracy and in-depth understanding, it can make a profound difference.  So profound, it will change the fortunes of the organization. What Is The Question? The question, if answered correctly, will accelerate a company’s ability to transform and be relevant in the new digital age.  Answered incorrectly, it can put the company behind competitors and start a decline.  What is this question? Who is our customer today? This question may appear simple, yet it is the most challenging question faced by…

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Is Your 2014 Sales Strategy Already Doomed By Lack of Information?

Right around the corner, the laborious and angst filled process of planning for 2014 begins.  2014 will be different.  While economic growth will remain sluggish (according to the Congressional Budget Office), businesses are starting to release the chains put around growth spending.  A lot has changed since the meltdown of 2008.  In these short five years, what we know about buying and selling has been turned upside down. The Revolution Continues What we have learned is a buyer revolution is in full swing with buyers now holding the cards.  We are in the midst of it and the revolution shows…

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Follow the Road to Content Marketing Effectiveness with Buyer Persona Story Mapping

(This is part three of a three part series on the use of Buyer Persona Stories™, Buyer Persona Scenarios™, and Buyer Persona Story Mapping™ to drive effective content marketing strategy.) Getting to see the big picture about customers and buyers today is not easy.  It can be like sitting in an old stadium trying to peak around a su_column to see the field.  When you cannot see the whole field, you are missing the action.  With buying behavior changing rapidly each quarter, not having the big picture on the actions of buyers can set back an organizations significantly. In part…

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How To Boost Content Marketing Effectiveness with Buyer Persona Scenarios

(This is part two of a three part series on the use of Buyer Persona Stories™, Buyer Persona Scenarios™, and Buyer Persona Story Mapping™ to drive effective content marketing strategy.) Understanding what activities buyers perform as they attempt to solve complex problems has been a challenge in the digital age.  The activities of buyers are no longer transparent and it is harder to figure out what activities directly relate to you and their purchase decision.  Yet, in order to be on the same level with buyers, this is exactly what you need to know. In this three part series, we…

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Accelerate Content Marketing Effectiveness With The Power of Buyer Persona Stories

(This is part one of a three part series on the use of Buyer Persona Stories™, Buyer Persona Scenarios™, and Buyer Persona Story Mapping™ to drive effective content marketing strategy.) One good trait of a storyteller is they also know about the story of the person or people they are telling a story to.  Knowing how to tell the story in a way that draws them in.  Creating an experience, which can suspend time and make a person believe they are in the story.   This is the goal of content marketing – to tell good stories compelling a buyer to act.…

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