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UNDERSTANDING BUYING BEHAVIOR IN THE NEW DIGITAL AGE

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5 Steps To Goal-Directed Content Marketing

Are the goals you think of, consciously and non-consciously, the same as they were five years ago?  Ten years ago?  The chances are, they have changed.  For some, changes may be subtle while for others goals have changed substantially. Significant shifts in buyer behavior as a result of evolving digital technology are causing both buyers and sellers to revaluate their goals.  Some goals are explicit and conscious.  Others are personal in nature and live in the non-conscious.  One thing we can count on is buyer goals are changing.  Another thing we can count on is if information from sellers is…

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Tony
Article by Tony Zambito

4 Buyer-Focused Strategies B2B Businesses Must Get Right For 2014

The process of planning and budgeting has begun or is about to begin for many senior leaders returning to post-summer planning mode.   Usually, the fixation is on the budget.  An exercise some welcome.  While others loathe. While the quantitative budget process is of importance, so may be getting the organization right about their buyers.  By right, I refer to getting to know them and help them.  Organizations can continue to operate in a vacuum.  Sometimes, losing their focus on their customers and buyers.  Internal issues and the daily operations dominate each day.  Customers and buyers become out of focus. The…

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Tony
Article by Tony Zambito

The Gap. Can You Fill It? 3 Ways You Can.

How the world has changed.  Yet, how things remain the same.  One thing remaining the same is the gap.  And, how the gap is filled. What Is The Gap? Customers and buyers, no matter the market or industry, are in constant motion to fill the gap.  You see, they have a gap between what is currently happening and what they desire to happen.  This happens on many levels.  For consumers, the gap can be quite urgent.  If your car broke down on a deserted highway, you will have an urgent need to fill the gap.  A car engine running will…

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Tony
Article by Tony Zambito

The Chief Marketing Officer’s Dilemma

Month after month, Chief Marketing Officers (CMOs) are confronted with a question.  It is a powerful question.  If answered with accuracy and in-depth understanding, it can make a profound difference.  So profound, it will change the fortunes of the organization. What Is The Question? The question, if answered correctly, will accelerate a company’s ability to transform and be relevant in the new digital age.  Answered incorrectly, it can put the company behind competitors and start a decline.  What is this question? Who is our customer today? This question may appear simple, yet it is the most challenging question faced by…

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Tony
Article by Tony Zambito

Is Your Lead Management Ready To Acquire New Business in 2014? 5 Areas to Get in Synch

You can almost see the long trumpets getting ready.  The clarion call for generating new business in 2014 will be loud and long.  B2B businesses have been making the slow crawl out of the recession.  Looking out in the horizon for new markets, growing their customer base, and expanding products and services.  Getting there means a renewed emphasis on lead management. This is not to say lead management has not been emphasized before.  What is different is the stakes will be higher.  Higher stakes will accompany aggressive plans to acquire new customer accounts.  Growth plans will be counting on lead…

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Tony
Article by Tony Zambito

Is Your 2014 Sales Strategy Already Doomed By Lack of Information?

Right around the corner, the laborious and angst filled process of planning for 2014 begins.  2014 will be different.  While economic growth will remain sluggish (according to the Congressional Budget Office), businesses are starting to release the chains put around growth spending.  A lot has changed since the meltdown of 2008.  In these short five years, what we know about buying and selling has been turned upside down. The Revolution Continues What we have learned is a buyer revolution is in full swing with buyers now holding the cards.  We are in the midst of it and the revolution shows…

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Tony
Article by Tony Zambito

5 New Buyer Insights You Need To Grow Customer Acquisition

The buyer revolution is in a frenzied uprising.  More empowered and influential than ever before, buyers are letting it be known of their dissatisfaction.  Several reports during the past year indicate buyers frown upon self-serving as well as product-based content marketing and sales approaches.  The power of revolt now a mere click to the trash icon. What buyers today are beginning to voice is the higher expectations of knowing about their business.  With these higher expectations comes a new standard, which must be met.  B2B organization must come to the table with business related advice on how to solve business…

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Tony
Article by Tony Zambito

Does Your Organization Have What It Takes to Catch Up to Evolving Buyers?

Today’s buyers are afforded sources of information, systems, and tools, which help them to make the right purchase decisions.  Depending on the complexity of challenges faced, buyers may be seeking simple answers or complex custom solutions.  For B2B buyers, the nature of buying itself has changed.  This puts pressure on B2B marketers and sellers to evolve and get in lock step with buyers.  Many are behind the pace of buyers. Statistics Losing Meaning Over the past year or two, we have had many statistics proclaimed about the buyer’s journey.  Stating buyers are from 50% to as much as 90% through…

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Tony
Article by Tony Zambito

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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Tony
Article by Tony Zambito
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