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UNDERSTANDING BUYING BEHAVIOR IN THE NEW DIGITAL AGE

human insights

Are Companies Ignoring Their Best Source For Buyer Insights?

In the past few years, the data analytics revolution has continued unabated in the worlds of B2B and B2C.  The rise of data analytics is resulting in increased budgets and staff to account for the volume of data that can now be computed and accessed.  This growth in the volume of data has spawned numerous types of data analytics services provided for marketing and sales management to deal with the ever-increasing volume of data. Insular We Have Become While organizations may have decreed that the purpose for all this data crunching is for customer-centricity, something else may be happening unintentionally. …

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Tony
Article by Tony Zambito

3 Forces Shaping The Future Of B2B Marketing

Many executives, particularly Chief Marketing Officers, are in constant pursuit of understanding changing buyer behaviors and markets.  Which, for the most part, remains an elusive and challenging endeavor.  In the past ten plus years, we have seen a tumultuous upheaval in both the world of buyers and how marketing is adapting. As business leaders and marketing leaders look ahead to the future, the ever-expanding global digital economy will undoubtedly cause further disruption.  Charting a course for future growth becoming increasingly difficult.  Despite the advent of an overflowing introduction of new marketing approaches, acronyms, and concepts in the past decade, the…

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Tony
Article by Tony Zambito

How The Content Illusion Is Leading Marketing Astray In The Era Of Digital Transformation

In the past five years, the often-unquestioned hymnal has been that to succeed in today’s digital world, businesses must produce content.  Produce high-quality content, yes.  But, produce massive amounts of it to get in front of customers. According to various statistics on the Internet, we are living in a world where every minute over 200 million items of online content is produced.  Where nearly 1500 blog posts are posted every minute.  Whereby over 200 million email message are sent every minute.  The amount of content exploding online is staggering.  Leaving the content dilemma facing many organizations – how to stand…

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Tony
Article by Tony Zambito

Beyond Buyer Profiling To Buyer Personification

Segmentation has been a staple of business marketing and sales for several decades.  The concept of breaking down a potential market or industry into smaller target segments is a standard technique taught in business schools and used by many organizations.  Beginning in the 1980’s and 1990’s, we began to see a shift to individualism.  The understanding of not only the segments and organizations that buys but also the individual that buys. We saw the influence of the Meyers-Briggs Testing philosophy extended into the business world.  Whereby sales organizations, in particular, went through training on how to adapt to the personalities of…

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Tony
Article by Tony Zambito

Looking At The World Through The Eyes Of Your Buyers

One of my favorite visits as a young person was to the House Of Mirrors at the amusement park.  It fascinated me how the mirrors distorted the way we looked and how they reshaped our faces.  Having fun with facial and body gestures to make myself look even more different. Companies today, if not intent on understanding their buyers, can fall victim to their own House Of Mirrors.  Having a very distorted view of buyers than that of reality.  The buyer becoming a reshaped reflection of the way people internally view and think about customers. Corporate-Referential View Of Buyers Corporations…

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Tony
Article by Tony Zambito

The Role Of Emotions And Goals In B2B Buying Decisions

For most of the past few decades, leading up to the advent of the Internet and digital technologies in the 21st century, there has been an accepted paradigm regarding B2B buying decisions.   This paradigm consisted of an unquestioned notion that B2B buying decisions were disciplined, rigorous, process-based, and rational.   In essence, a prevailing belief B2B buying decisions were exclusively very rational and based on comparative options. This is truly not the case – anymore. What we are learning over the past decade, in which the thousands of buyer interviews I have completed appears to confirm, is emotions are very much…

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Tony
Article by Tony Zambito

Why CMOs Need To Embrace Goal-Directed Customer Engagement

One of the recurring themes over the past three years is the yin and yang of attempts to engage customers and buyers through digital and content marketing.  The statistics on surveys from Forrester, McKinsey, IBM, Sirius Decisions, and others have all been surprisingly constant. Reflecting the fact of sixty-five to seventy percent of content goes unread or is found irrelevant.  Yet, in other surveys, consistently, more than eighty-five percent of marketers proclaim implementing digital and content marketing, as well as, marketing automation. It does not take too much thinking or observation to see something is amiss here.  Organizations, including B2B,…

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Tony
Article by Tony Zambito

Goal-Directed Decision Making Drives B2B Buying And Selling

Business-to-Business thrives on the simple basic principle of buying and selling. With all the hoopla over the past few years regarding digital technologies and social media, it is easy to lose sight of this most basic principle, which has existed for centuries.  The impact of digital and social technologies on the nature of buying and selling, however, cannot be understated.  They have changed how businesses interact and engage in the acts of buying and selling. One constant, research in the social sciences have proven, is the acts of buying and selling are by and large goal-directed activities and behaviors.  These…

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Tony
Article by Tony Zambito
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