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UNDERSTANDING BUYING BEHAVIOR IN THE NEW DIGITAL AGE

customer growth

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

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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Tony
Article by Tony Zambito

Mapping Buying Experiences: Creating Growth Through Aligning With Buyer Goals

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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Tony
Article by Tony Zambito

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

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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Tony
Article by Tony Zambito

The Emerging Importance Of B2B Ethnography To Buyer Personas

Better, deeper, insightful, and well-rounded understanding of customers and buyers is on the top of the list for many CEOs and CMOs today. In recent studies by IBM and other research studies on CEO sentiments, customer insight and understanding are identified as a top focus for CEOs.  A majority of surveys also find a growing concern for both establishing and retaining customer loyalty in today’s digital marketplaces. There are two additional concerns CEOs are finding of increasing importance to the growth, as well as, survival in competitive environs.  These two are: CEOs and CMOs have a growing concern about the relevancy…

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Tony
Article by Tony Zambito

What CMOs Need To Know About Listening To The Customer

It is a generally accepted notion that listening is vital to having positive and healthy interpersonal relationships. Listening is an essential skill for leaders in business, politics, sports, and in many different aspects of culture and society.  As a country, we have had many leaders rise to the occasion upon their ability to listen and connect with people and their causes. For CMOs today, listening to customers has become one of the key ingredients shaping their success in connecting brands with customers.  Expanding the growth of their customer base is predicated, to a high degree, on having listening be an active…

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Tony
Article by Tony Zambito

The Missing Link Between Business, Marketing, And Customer Strategy: Buyer Personas

One significant change in the past few years is the top of mind presence of the customer on the part of CEOs. The mandate of “getting closer to the customer” has never been stronger. Various surveys point to CEOs linking business growth to increasing customer engagement efforts, growing their customer base, and improving customer retention. With existing customers and prospective buyers metamorphosing into more digitally inclined buyers, organizations are faced with uncertainty about who represents their buyers. Causing CEOs and the C-Suite to ponder how they should align their overall business strategies with customer strategies.   Linking business growth strategies to…

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Tony
Article by Tony Zambito

Facts vs. Insights: How To Know You Have Truly Profound Customer Insights

The edge.  When you have it, it is powerful.  It is what many B2B organizations are seeking today.  What is sought is an edge over competitors, which translates into more wins.  How to get the edge is what perplexes many marketing and sales leaders today in B2B organizations. Gaining an edge usually involves uncovering a level of customer insights, which are so profound; it endears you to customers like no other competitor can.  The question many ask when helping marketing leaders recently is – how do we know we truly have profound insights? The Difference From Facts Matters Where many…

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Tony
Article by Tony Zambito

Why B2B Should Invest In Branding (And What Happens When You Do Not)

When the financial crisis hit in 2008, a certain word went missing in business.  And, another word became all too powerful.  The word, invest, and the inertia behind it lost traction in B2B business.  Rocked by the financial crisis, many plans were shelved.  Collecting dust.  The word, cut, became dominant in business vocabulary. A few short years later, B2B business leaders in the C-Suite are waking up from this slumber of cost cutting and extreme focused on tactics.  For some, it was a matter of necessity in order to survive.  Having to resort to the proverbial cut their losses and…

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Tony
Article by Tony Zambito

CMO 2014: Achieve CMO and CEO Alignment With Powerful Insights

2013 may turn out to be a watershed year.  According to PWC’s (Price, Waterhouse Cooper) annual survey of CEO’s, nearly 65% view building a customer-focused organization as one of their top priorities.  Along with this top priority comes a willingness to invest time and money into developing customer intimacy and expanding their customer bases.   What this means for CMO’s is the gaze of the CEO’s on the customer health of the business will be stronger than ever. Moving Beyond Lip Service For years, we have heard CEO’s in roundtables, presentations, interviews, and conferences espouse the need to get closer to…

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Tony
Article by Tony Zambito
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