Insight You Can Use

UNDERSTANDING BUYING BEHAVIOR IN THE NEW DIGITAL AGE

Chief Customer Officer

3 Phases Of Human-Centered Marketing That Make Your Customers H.U.M.

The concept of human-centered modern marketing begins with empathy for your customers and buyers.  It is rooted in the approach of understanding the goals and motivations of our customers and buyers.  Despite the ever-increasing influence of digital technology in our everyday lives, both business and personal, the need for human understanding in the context of marketing is increasing. Human behavior is being impacted and altered by digital transformation.  Just a few short years ago we lived in a world where smartphones and tablets did not exists.  In business, collaborative platforms and cloud-based services did not exist.  In the new digital…

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Understanding Who Your Buyers Are Is Not Enough

“We need to know who our buyers are.” I hear this often today.  From Chief Executive Officers, Chief Marketing Officers, Chief Operating Officers, and Chief Sales Officers, the confounding question of – Who are our buyers? –  is asked repeatedly.  Even in mature established B2B businesses, this question is often asked.  In fact, more mature B2B organizations run the risk of realizing too late they have moved distantly away from their buyers.  Like the frog that realizes much too late the water has reached boiling temperature. Guess Who As I have helped many B2B organizations in the past 15 years…

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Why The Differences Between Buyer Profiling and Buyer Personas Matters

Many marketing and sales executives agree the need to understand buyers today is greater than ever.  Markets and industries in B2B are still trying to figure out the impact of changing buying behaviors.  There is heightened attention in customer acquisition – mainly because it has become a guessing game. What many executives are discovering is the search for understanding and insights into changing buying behaviors can be confusing and lead to dead ends.    One problematic area of confusion is the understanding and terminologies related to buyer profiling and buyer personas.  Oftentimes, used interchangeably as if these two vastly different concepts…

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The Coming Era Of The Self-Qualified B2B Buyer

B2B buyers are about to enter new territory.  Giving B2B CMO’s and CSO’s new challenges as they strive to keep pace with evolving buying behaviors.  The “always on” nature of consumerism has bled over to B2B.  Unleashing a new powerful element in the ongoing buyer revolution. We are about to enter an era of the self-qualified B2B buyer. The 3 Phases Of The Buyer Revolution If we look back at what has been taking place, we find a habitual form of B2B buying power as a result of new digital technologies.  This means B2B buyers also want to fulfill desires…

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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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Buyers As Usual Is Over

CEO’s and their respective teams are feeling the pinch.  Customer acquisition is a top priority.  Lead generation is a priority.  Effectiveness is a priority.  Survey after survey in the last year or two points to the need to not only sustain but also grow.  Clarity on how is the apparent missing link. Short-Term Many organizations in B2B are driven by the need to meet pressure-cooker short-term objectives.  Meetings after meetings throughout are dominated by discussions about quarterly objectives.  This is causing an inordinate amount of focus on the internal.  Usually, most work efforts are centered on what can get done…

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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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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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4 Hurdles To Being Customer-Centric (4 Steps to Jump Over Them)

In commoditized markets, B2B organizations are under constant threat of watching their customer base evaporate into thin air.  Getting caught flat-footed as markets migrate to competitors offering newer products and services.  Suffering the consequences of not transitioning from a product-centric company to a customer-centric company. Is Customer-Centric Enough? B2B organizations continue to struggle in the shift from product-centricity to customer-centricity.  This is despite taking extraordinary steps to do so.  Heralding new programs designed to focus the company on their customers.  Implementing customer experience initiatives.  Beefing up customer service capabilities.  Creating new services to improve delivery and implementation.  Yet, today such…

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