Insight You Can Use

UNDERSTANDING BUYING BEHAVIOR IN THE NEW DIGITAL AGE

Chief Sales Officer

The State Of Buyer Personas 2014

Attempts to keep up with changing buying behaviors are very much like a car chase scene in an action packed movie.  Just as we are about to catch up with the buyer, new technology accelerates buyer progress.  Creating an ever present need to gain insight into newly forming behaviors on the part of buyers.  Otherwise, the chase ends. This year marks the twelfth year since the first buyer persona development methodology was created.  We have come very far yet we have far to go.  Understanding buyers in this new century is no easy climb.  One constant has remained during the…

READ MORE
Tony
Article by Tony Zambito

7 B2B Buying Behavior Trends To Watch In 2014

Like a runaway train, B2B buyers continue to evolve and reshape their buying behaviors.  Adapting to new channels as well as technologies to solve critical problems, reach goals, and accomplish more.   My conversations with B2B marketing and sales leaders indicating it will be tougher for B2B Marketing and Sales to keep pace in both customer acquisition and retention. After conducting a substantial amount of qualitative research-based buyer interviews in 2013 in several vertical markets, on behalf of B2B organizations, there are trends I see beginning to take root.   Trends which suggest buyers are more inclusive, collaborative, and discerning than…

READ MORE
Tony
Article by Tony Zambito

CSO 2014: The Challenger Buy

Every few years, in the sales world, new methodologies come out.  Chief Sales Officers and sales leaders struggle with balancing the hype with worthwhile adoption.  In the past two years, the latest of these is The Challenger Sale based on survey-oriented research conducted by the Corporate Executive Board.   The survey conducted and given to sales professionals, found most successful sales professionals succeed by challenging customers with insights intended to change the status quo. The Challenger Sale is also based on the premise buyers are 57% of the way through the buying cycle before they engage a salesperson.  Although this statistic…

READ MORE
Tony
Article by Tony Zambito

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…

READ MORE
Tony
Article by Tony Zambito

5 Recommendations For Leaving Out-Of-Date Buyer Persona Practices Behind

Companies today are facing challenges to grow yet must do so in new ways.  Finding optimal effectiveness and efficiency in reaching buyers can be elusive.  Confronted with higher expectations by buyers for quality services, better experiences and seamless integration into their business operations.  These factors have B2B organizations on the hunt for deeper understanding of their markets and buyers. Living In The Past Despite these challenges, organizations can operate as if they are living in the past.  This includes existing buyer persona development efforts B2B companies have engaged in.  Not realizing they may actually be putting themselves further behind in…

READ MORE
Tony
Article by Tony Zambito

6 Advanced Best Practices in Buyer Personas Propel Growth

For many B2B organizations, there is renewed energy towards growth.  Hesitant during the long crawl of the recession, companies are once again setting more ambitious growth goals.  What makes this point in time different is buyers are no longer as they were just five years ago.  Understanding buyers in the new digital age takes on new meaning for how companies must adapt and achieve growth. Leaving Dark Age Best practices for buyer persona development are making significant advances.  Losing the constraints brought on by narrow functional contexts found in product marketing, content marketing, and campaign management.  Leading the way are…

READ MORE
Tony
Article by Tony Zambito

Are You Prepared For B2B User Demand Generation?

Frustrated personnel.  Frustrated at not being able to do a better job.  Frustrated at not being able to help customers.  Frustrated at learning there are better ways but no plan in place to improve.  Feeling helpless to do anything about their frustrations.  Which is, until now. The enabling wave of digital technology and the democratization of information is being felt among the end-user communities within organizations today.  Awakening a voice of influence long silent and constrained by traditional hierarchies in place since the 1950’s.  As B2B organizations become more global, flatter, and collaborative – the voice of the user will…

READ MORE
Tony
Article by Tony Zambito

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…

READ MORE
Tony
Article by Tony Zambito

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…

READ MORE
Tony
Article by Tony Zambito

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…

READ MORE
Tony
Article by Tony Zambito
© 2020 Tony Zambito, All Rights Reserved