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UNDERSTANDING BUYING BEHAVIOR IN THE NEW DIGITAL AGE

Buying Scenarios

Confusing Customer Segmentation, Buyer Profiling, and Buyer Personas Harms Marketing

go here In the 15 years since originating the concept of buyer personas in 2001, there has been one issue that continues to plague fully understanding exactly where, how, and why buyer personas can be beneficial.  Compounding the issue today is the prevalent use of the term buyer persona to describe customer segmentation and buyer profiling efforts.   The issue I am referring to is the confusion that can surround distinguishing between customer segmentation, buyer profiling, and buyer personas today. If you are a CMO or a marketer and you find yourself having a sudden realization that perhaps you are not quite sure…

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Article by Tony Zambito

5 Ways B2B CMOs Can improve Audience Development With Buyer Persona Research

Fluimucil Senza Ricetta The term, audience development, has become more ubiquitous in the world of marketing.  A recognition of the growing importance of digital content marketing to overall marketing strategies today.  For B2C CMOs, the concept of developing audiences and communities has been an essential core principle for some time. For B2B CMOs, the idea of audience development and engagement can be perplexing.  Fraught with confusion surrounding questions such as: exactly what constitutes an audience and is there really a difference between buyers and audiences?   Questions I often receive when working with CMOs specific to B2B. Investing in audience development remains a key…

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Article by Tony Zambito

Is B2B Content Engagement Heading In The Wrong Direction?

source link 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

7 Elements Of Customer Understanding The C-Suite Must Master

http://officinerossopuro.it/?itph=Niferex-Ricetta-Zucchine Changes in customer and buying behaviors continue to rock the very foundations of many industries.  According to recent surveys by PWC, Forrester, IBM, and McKinsey, disruptive trends in customer and buying behaviors are expected to continue over the next five years.  Many organizations are undergoing digital transformations in order to improve customer interactions, engagement, and understanding. For CEOs and their C-Suite teams, developing deep customer understanding is becoming strategically important to staying competitive and relevant to customers. While customer understanding is becoming of vital importance to the C-Suite, the struggle continues on just how to attain customer understanding.  New digital…

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Article by Tony Zambito

Mapping Buying Experiences: Creating Growth Through Aligning With Buyer Goals

http://fitnessforhealth.org/?clid=Cialis-20-Mg-Buy&9bd=41 Engaging new buyers and repeat customers are the lifeline to achieving growth.  While the context of these fundamental challenges has changed via digital technologies, they nevertheless are constant pressures.  Recent surveys of CEOs by IBM, PWC, and KPMG all point to major concerns and priorities in expanding the lifeline to growth. Creating distinctive and engaging experiences, as part of how people and businesses go about making purchases, is getting more attention today than ever.  Causing many to rethink long-standing practices on customer acquisition and customer retention. In order to learn how to create distinctive buying experiences, businesses are embracing new…

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Article by Tony Zambito

Staying Relevant In An Era Of Disruption And Elusive Customer Loyalty

http://officinerossopuro.it/?itph=Augmentin-Antibiotico-Serve-La-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

Looking At The World Through The Eyes Of Your Buyers

go to site One of my favorite visits as a young person was to the House Of Mirrors at the amusement park.  It fascinated me how the mirrors distorted the way we looked and how they reshaped our faces.  Having fun with facial and body gestures to make myself look even more different. Companies today, if not intent on understanding their buyers, can fall victim to their own House Of Mirrors.  Having a very distorted view of buyers than that of reality.  The buyer becoming a reshaped reflection of the way people internally view and think about customers. Corporate-Referential View Of Buyers Corporations…

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Article by Tony Zambito

3 CMO Signals For Sensing Shifts In Buyer Decision Behaviors

Myleran Prescrizione Fatture 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

Caverject Ricetta Zucchine 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
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