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UNDERSTANDING BUYING BEHAVIOR IN THE NEW DIGITAL AGE

buying scenario

Why Context Is More Important Than Content In Marketing

Emla Serve Ricetta The transformation to a digital economy has shifted behaviors considerably in the past decade.  Meaning marketers today must account for how to adapt to behavioral shifts caused by the omnipresence of digital and online information. As a for instance, people today have no more than a 7 to 10-second span of attention when online.  Even more compelling is the greater influence of mobile and digital social platforms on reducing attention span and creating filtering behaviors in purchases.  The digital transformation is causing many CMOs today to reevaluate exactly what content marketing may mean to their overall marketing strategy. Marketing Campaigns:…

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Article by Tony Zambito

Is B2B Content Engagement Heading In The Wrong Direction?

go Sometimes more is truly less.  When it comes to the state of B2B content marketing and engagement, this proverb is on the mark.   According to a recent study by Track Maven, one among a few on this topic, shows both B2B and B2C marketers have increased their publishing of content in 2015 by as much as 35 to 40%. This study, as well as others, shows that more content creation does not always translate into more engagement.  The Track Maven study found that content engagement decreased by 17% in the same period.  Track Maven referred to this as the “content…

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Article by Tony Zambito

How B2B CMOs Can Achieve Customer-Centric Marketing With Buyer Personas

http://officinerossopuro.it/?itph=Augmentin-Senza-Ricetta A recent survey by B2B Marketing, in conjunction with the UK-based agency Tomorrow People, indicated only 38% of marketers considered their content to be “very customer-centric.”  This mirrors findings of other surveys related to content marketing and customer-centric marketing, which consistently hovers in the 35- 40% range of “very customer-centric” or “very effective content marketing.” In this same survey mentioned above, it was found 50% or more of marketers surveyed have not engaged in researching and creating buyer personas for their marketing efforts.  Although the concept of buyer personas were founded nearly 14 years ago, the maturity of buyer persona…

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Article by Tony Zambito

Staying Relevant In An Era Of Disruption And Elusive Customer Loyalty

http://officinerossopuro.it/?itph=Sporanox-Senza-Ricetta Customer loyalty continues to be a top-of-mind concern for CEOs, as studies and surveys from the likes of IBM and others have shown.  During the past decade or more, we have seen the use of customer satisfaction surveys, Net Promoter Score, and the rise in customer experience as means for gauging customer loyalty.  The central points being that of keeping customers satisfied and providing great customer experiences will keep customers loyal. In fact, a recent study on customer experience surveying 500 plus executives sponsored by Genesys, showed a very strong correlation between providing high-quality customer experiences and customer retention. Here…

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Article by Tony Zambito

The Pursuit Of Goals Drive Buyer Decisions

watch Market behavior, in its most simplistic form, is about buying and selling.  As simplistic as it may appear, market behaviors are filled with complex goal-directed behaviors, activities, and choices that ultimately drive buying and selling.  Thus, the imperative for marketers today becomes getting a handle on how buyers do three related things: How do buyers select goals? How do buyers pursue goals? How do buyers make decisions relative to goals? What the C-Suite and their teams are realizing today is the insights needed about buyers and their decisions are lying somewhere in the deep recesses of the buyer’s mind.  Directly…

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Article by Tony Zambito

3 CMO Signals For Sensing Shifts In Buyer Decision Behaviors

enter site The calendar is usually full.  Exercise coming from jogging from one meeting to the next.  Engrossed in the daily demands for time and being in the moment of now.  The now being a crisis or a looming project deadline. The gnawing feeling of something being missed about customers and buyers never going away. The world of busyness can cause many of us to miss out on important signals about what lies ahead.  It is like driving whereby signals play a very important role in letting drivers know what is about to take place and the actions we need to take.…

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Article by Tony Zambito

The 3 Types Of Buying Scenarios Every B2B CMO Must Know

see The complexities of the evolving and robust global digital economy are introducing new sets of goals and problems for B2B organizations.  Long-tenured B2B companies are seeking ways to adapt and to remain sustainable.  While nimble and digital technology savvy firms are either grabbing larger chunks of market share at a faster rate or are creating new business models shaking the very foundation of established markets. It is no wonder, then, that CEOs are making understanding buyers and buying behaviors top priorities for many B2B organizations. The Deeper Understanding Needed In attempts to gain deeper understanding of buyers and their behaviors…

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Article by Tony Zambito

Intervention: Buyer Personas Are Not A Product Requirements Document

go Product centricity is still kicking dust up in the perfect storm of changing buyer behaviors and transforming digital technologies. The dust up so thick, most organizations believe they may be responding to this perfect storm, yet, everything they do does scream products. A good case in point is what organizations believe they need to do or are told what to do with developing buyer personas. Unfortunately, companies are being misguided on the intent and methodology behind buyer persona development. Where the end game is still about pushing the product onto a target buyer. Let me illustrate with a couple of…

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Article by Tony Zambito

The New B2B Buyer And The Collaborative Economy

http://officinerossopuro.it/?itph=Per-Crema-Emla-Serve-Ricetta In the post-WW II decades through the 1990’s – and for many into the 2000’s, the business and world economy was focused on the mass “push-down” economic model. In simplistic terms, B2B was predicated on mass production and how many mass-produced products can be sold through marketing, sales, and distribution. Fortunes rose or fell based on whether B2B organizations were caught with inventory bloat or inability to meet demand. The post-WW II decade’s spawned market research, sales effectiveness, marketing communications, “push-down” hierarchal organization models, and more. All intended to “push-down” harder and faster than any other competitive organization. Fifteen years into the new…

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Article by Tony Zambito

How Marketing Leaders Can Lead With Strategic Customer Narratives

go site 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
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