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UNDERSTANDING BUYING BEHAVIOR IN THE NEW DIGITAL AGE

Lead Generation

How To Lead With Customer-Focused Content

The explosion of content in the digital world is an unprecedented phenomenon just a few could have predicted twenty-five years ago.  Content is ubiquitous in all phases of life and in business.  In fact, it is getting harder and harder to find a slice of time where content is not invading precious personal or business space. The voluminous nature of marketing and sales content is making it harder for organizations to get through to customers and potential customers today.  In several hundred qualitative buyer persona research interviews conducted last year, I heard firsthand about new behaviors related to filtering, managing,…

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Article by Tony Zambito

7 Big Questions For B2B Marketing Leaders in 2014

The New Year is underway.  The first quarter is nearing an end.  Some of the best-laid plans have already vaporized due to unexpected events.  While some plans are either tracking on-target – or – will be missed.  Each year, B2B business must meet the challenge of our time – keeping up with rapid new developments in digital technologies and changing buying behaviors. Along with this challenge each year, comes a new set of questions: 1. Should Content Marketing Be Our Number One Priority? According to nearly 2500 marketers surveyed by Adobe and eConsultancy, 36% believe so followed closely by social…

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Article by Tony Zambito

Lead Optimization Study: The Right Prospect, The Right Message, At The Right Time

Generating leads is a big deal.   Acquiring new accounts and customers an even bigger deal.  Getting both of these right is a very good deal.  Getting them wrong – well – can be a very bad deal. Recently, I reviewed the interesting findings from the CSO Insights Lead Optimization Study.  The study’s primary focus was to see how marketing is attempting to generate more demand and how well it supports the efforts of sales to generate revenue.  Over 600 firms participated in a web-based survey.  If I were to pick one word to sum it up, I would pick: struggle. The…

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Article by Tony Zambito

Is Your Lead Management Ready To Acquire New Business in 2014? 5 Areas to Get in Synch

You can almost see the long trumpets getting ready.  The clarion call for generating new business in 2014 will be loud and long.  B2B businesses have been making the slow crawl out of the recession.  Looking out in the horizon for new markets, growing their customer base, and expanding products and services.  Getting there means a renewed emphasis on lead management. This is not to say lead management has not been emphasized before.  What is different is the stakes will be higher.  Higher stakes will accompany aggressive plans to acquire new customer accounts.  Growth plans will be counting on lead…

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Tony
Article by Tony Zambito

Improve Effectiveness: A Content Strategy Model Aligned to Buyer Personas and the Persona Buying Cycle

Do you know what your buyers think about?  How they explore options?  What conversations are important for them to have with sales?  What type of information needs they have? For both marketing and sales, getting answers to these questions is becoming critical just to get in the game.  While these types of questions have existed throughout the last several decades, they take on new dimensions in the digital age.  To answer them requires new perspectives and new skills.  Today’s buyers are also changing their own means of getting answers to their questions. Guiding Principles For Chief Marketing Officers, an important charter…

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Article by Tony Zambito

5 Actions Chief Marketing Officers and Chief Sales Officers Can Take to Bridge the Big Insight Gap

On the minds of most executive leaders for B2B organizations is two pressing objectives.  They involve two additions – increasing customer acquisition and increasing customer retention. From a customer lifecycle and buying cycle perspective, it means getting more in the front end and less leaking out the back end.  At the most basic level, it is fundamental to achieving growth and profitability. For CMO’s and CSO’s – there is a lot riding on both. Answering Big Questions B2B organizations are struggling with big questions.  They are not new.  They have existed since the dawn of business.  The struggle today has…

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Article by Tony Zambito

Do You Know What Your Buyers Value When Making A Purchase Decision?

The importance of knowing what buyers value is unmistakable.  Yet, trying to understand what they are can be fuzzy.  Buyers are not always clear in articulating, which makes our ability to understand challenging. Understanding buyer value drivers is important to developing a compelling value proposition.  You need to balance both sides of the coin to meet the goals and needs of your target buyers. Influence Begets Complexity Our traditional view of value drivers, through the term we know as buying criteria, has become inadequate in the new digital age.  It is a one-dimensional view, which can be un-insightful.  Buyers today…

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Article by Tony Zambito

How Buyers Decide When They Don’t Care About Your Competitive Advantage

In today’s emerging digital age, understanding buying behaviors is becoming job one for many B2B organizations.  Faced with relentless new demands from customers and buyers, B2B leaders must map out a course of transformation.  This transformation involves being relevant in today’s complex marketplaces by an equally relentless focus on customers and buyers. End of Sustainable Competitive Advantages One of the byproducts of the emerging new digital age is the equalizing of competition.  One of our brightest thinkers of today is Columbia Business School professor Rita Gunther McGrath.  In her just-released book, The End of Competitive Advantage: How to Keep Your…

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Article by Tony Zambito

Buyer Foresight: Article Roundup Vol. 1

Something new. Periodically, I will highlight a compilation of linked articles I have written to help people.  The purpose is to reflect on what can truly provide new thinking for use in today’s complex business world.  My hope is such reflection will help people to gain their own foresight into future possibilities. Let’s get started: The Art of Buying With this article, the purpose is to bring attention to the question of why people buy.  Sometimes it takes art versus science to answer this question. 5 Buying Behaviors of the Persona Buying Cycle Looking back, this thinking continues to evolve…

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Article by Tony Zambito

4 Reasons Why Content Marketing Should Care About Audience Development

Over the past year, questions about content marketing effectiveness are beginning to surface.  The Content Marketing Institute as well as a survey sponsored by eConsultancy, indicated belief in effectiveness was under 40%.  Most recently, SiriusDecisions made this statement: “Fully 60 to 70 percent of content churned out by b-to-b marketing departments today sits unused. This stark statistic underscores the urgent need for a content revolution in b-to-b organizations.” There is consistency on both the customer/buyer as well as the seller side regarding this issue.  In my qualitative research work in the past year, this view was evident. Digging into the…

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Article by Tony Zambito
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