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UNDERSTANDING BUYING BEHAVIOR IN THE NEW DIGITAL AGE

human-centered marketer

Intervention: Buyer Personas Are Not A Product Requirements Document

Product centricity is still kicking dust up in the perfect storm of changing buyer behaviors and transforming digital technologies. The dust up so thick, most organizations believe they may be responding to this perfect storm, yet, everything they do does scream products. A good case in point is what organizations believe they need to do or are told what to do with developing buyer personas. Unfortunately, companies are being misguided on the intent and methodology behind buyer persona development. Where the end game is still about pushing the product onto a target buyer. Let me illustrate with a couple of…

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Tony
Article by Tony Zambito

Listening And Empathy: Making Your Marketing More Human-Centered

One of the most pressing questions facing organizations today is this one: How do we connect with the outside world of customers and buyers today? It is not an easy question to answer. Recently, we have had several studies, including those by Forrester and the Content Marketing Institute, which suggests companies have been struggling to connect with their customers and buyers. Finding many organizations and marketers believe their content marketing and B2B marketing efforts are only effective well below forty-percent of the time. The sobering news is the needle of effectiveness has not moved very much in the last few…

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Tony
Article by Tony Zambito
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