Insight You Can Use

UNDERSTANDING BUYING BEHAVIOR IN THE NEW DIGITAL AGE

Buying Behavior
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

The Buyer’s Journey Will Transform Into The Buyer’s Quest By 2020

Funnels, stages, paths, journeys, and more labels that suggest some form of a linear line of thinking has dominated marketing and sales for decades.  Whereby the notion of awareness, evaluation or consideration, and purchase decision is built-in to these views.  In reality, whatever labels have been applied, there are more similarities than differences. As forward-thinking marketing and sales leaders prepare for 2020 and continuous digital disruption, it is time to alter this line of thinking. In vogue the last few years is the idea that the buyer’s journey is the best way to view how buyer’s get to a decision. …

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Tony
Article by Tony Zambito
Illustration by LAFS

How Insights Into The B2B Lifecycle Can Prevent A Blind Spot In 2020

The speed at which changes in buying behaviors and decision-making are occurring is a challenge faced by B2B organizations.  With data and technology as drivers, the time at which insights can serve as relevant is shrinking also.  This phenomenon of speed in changing behaviors will cause a shift in thinking on the gathering of human-centric insights by the year 2020. When I first pioneered the concept of buyer insights research and developing buyer personas seventeen plus years ago, the “sales funnel” was something you could count on not changing that drastically over a few years.  As we have gone through…

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Tony
Article by Tony Zambito

Human-Centric Insights: A Matter Of Survival In 2020

As is most common in businesses today, there is enormous pressure to achieve short-term immediate results.  Today’s hyper-focused mode of operating on the short leash can make it difficult for business leaders to step back, gather critical customer insights, and take a long-term view.  Yet, the necessity to do just that has never been more pronounced as now. Chief Marketing Officers, Customer Success Officers, and Chief Sales Officers, in particular, can benefit from taking a long-term view.  Investing in human-centric forms of insights gathering with aims of being ready to adapt to new buying behaviors and customer expectations in 2020.…

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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

Rethinking Market Strategy In A Digital Economy

The primary course of conversation in the past few years for CMO’s and their marketing teams has centered around customer centricity, customer experience, and content marketing.  For good reasons too.  Customer behaviors have significantly shifted in the last decade impacting conventional thinking on the role of marketing and sales and their abilities to connect with customers. We have also seen organizations struggle with how best to adapt to new market dynamics related to customer behaviors and the role of content in reaching customers. What CMO’s need to be on guard for is falling prey to a myopic view of customers…

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Tony
Article by Tony Zambito
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