#HCMM | Tony Zambito Founder of Buyer Personas and Buyer Insights Research

May 2014

Buyer Personas Provide Human Face To Human-Centered Marketing

An essential part of developing a human-centered approach to modern marketing is hearing and observing your customers and buyers. The aim is to reach a level of deep understanding, which helps us to make more informed strategic business decisions. CMO’s and their C-Suite peers are collecting a tremendous amount of information. Whether it is big data, sales intelligence, or companies engaging in careful qualitative studies of their customers. Making sense of a mountainous collection of information can prove to be a daunting exercise. While we may gather better clarity on segments and groups of buyers, obtaining a sensible and informing…

Article by Tony Zambito

May 2014

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…

Article by Tony Zambito