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UNDERSTANDING BUYING BEHAVIOR IN THE NEW DIGITAL AGE

Global Marketing

Why Brexit Will Affect The Future Of Global Business Marketing

The stunning outcome of Britain’s decisive vote to exit the European Union has caught the political, economic, and business world by surprise.  Creating uncertainty in world financial markets, the future of the European Union, the pace of globalization, how to strategically plan for an eventual exit, and how to prepare for potential risk from this event. One area of concern for businesses is how to approach and conduct global business marketing.  What we can be certain of is that businesses, people, and various types of organizations will undergo a transformation in how they make decisions, exhibit buying behaviors, and recast their…

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Tony
Article by Tony Zambito

The Influence Of Buyer Goals On Content And The Search For Good Ideas

One of the most under-realized areas of understanding in marketing today has to do with the powerful influences of buyer goals and their goal-directed behaviors.  This is especially true in B2B marketing.  Most notably, in terms of understanding the impact of buyer goals on how buyers conduct informational searches, as well as, gather content and make choices based on the information acquired. The ongoing concern for many senior marketing executives is the lack of effectiveness in content marketing today.  Surveys in the past two to three years indicating marketers are struggling to break through even being thirty to forty percent “somewhat”…

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Tony
Article by Tony Zambito

The Secret To A Successful Career In Marketing

For many marketing professionals today, the world of marketing they entered just a few short years ago, or many years ago, most likely does not fit what they expected. On-the-job learning has become the norm.  Different industries and markets can take marketers down different career paths.  Depending on their experiences in consumer marketing or business marketing, marketers find themselves living in cultures with their own set of norms and lingo.  Jumping to a completely different industry or market then can become a scary thing to do. Role Definition Is Limitless If you never heard of marketing and you find yourself…

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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

Use Buyer Personas To Align Marketing With Business Growth Strategies

On the minds of many CEOs for this year and beyond is making business growth a top priority.  From the likes of surveys by IBM and Gartner to surveys by the multitude of research firms across the globe, the one consistent driver identified by CEOs is that of business growth.  Coming out of the doldrums of the near global economic meltdown beginning in 2008, businesses are bent on growing. Alignment is a tricky word.  For marketers, it has meant gravitating towards the inevitable arguing on about tactical marketing and sales alignment.  Where their eyes should gaze is towards aligning with…

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Tony
Article by Tony Zambito

Radical Openness And Transparency: A Mandate For B2B Organizations

November 2014 marked the twenty-fifth (25th) anniversary of the fall of the Berlin Wall. The tearing down of the barrier separating West Germany from East Germany remains as one of the world’s most momentous events.   The fall of the Berlin Wall continues to send out tremors touching many parts of the globe. What many in the world assumed would be a smoothed unification of West and East Germany has not occurred. For example, the former East Germany continues to suffer from rampant high unemployment, less educational opportunities, and poorer healthcare systems. In the same twenty-five years, we have seen the advent…

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Article by Tony Zambito

Why The Concept Of Immersion Will Be The Next Big Thing in B2B Marketing

For most of us, when we become immersed with something we care about, like, or even love, we become completely involved. All of our mental faculties are devoted to a particular experience. As an example, when we travel to a foreign country, we can become immersed completely in a foreign culture. Experiencing for the first time how people in other countries go about their daily lives. With the tumultuous changes occurring in the new digital economy, markets, consumers, and businesses can seem quite foreign when compared to a decade ago. These hyper changes occurring are rapidly altering behaviors and how…

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Article by Tony Zambito

How Hologic, A B2B Company, Connects Authentically Through The Human Story Of Breast Cancer Awareness

All across the world, October is recognized as Breast Cancer Awareness month. While we celebrate breast cancer survivors during this month, it is also a reminder for us to pray for the recovery of those suffering from metastatic breast cancer (Stage IV and greater). The hardship women endure from metastatic breast cancer is difficult both for them and their loved ones. During this month, Breast Cancer Awareness is also an encouraging call for women across the world to engage in preventive health practices. The sobering reality today is a person will know of someone with or is personally touched by…

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Article by Tony Zambito

How GE Uses Human Connection To Empower B2B Corporate Storytelling

“Behind every person, behind every company, behind everything, is a story of how it got there – and the most relevant stories connect on a personal level.” Beth Comstock, CMO of GE. The above comment is a reminder of no matter how complicated or complex a business and its products may be, there is a human story to be told. Offering us the ability to connect on a personal and human level.   GE probably represents one of the most diverse organizations in the world with a portfolio of businesses and products, which can be characterized as complicated, complex, high-tech engineering,…

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Article by Tony Zambito
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