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UNDERSTANDING BUYING BEHAVIOR IN THE NEW DIGITAL AGE

Lead Management

Beyond Predictive Marketing: Planning With Persona-Based Strategic Narratives

In a recent interview, one of the world’s most compelling management consultant, Tom Peters, responded to a question related to what is missing from today’s discussion about management. In classic as well as vintage Tom Peter fashion, he responded: “My real bottom-line hypothesis is that nobody has a sweet clue what they’re doing.” He went on to say we, in business, should be trying things out at an insanely rapid pace as a result. It is fair to say in the world of marketing, what has been taking place is trying things out at a rapid clip. One of those things…

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Tony
Article by Tony Zambito

The CMO Modern Marketing Guide To Buyer Personas And Buyer Insights Research (Part 3)

Part 3: A Closer Look At Modern Marketing Challenges The transformation to a new digital economy has been rapid.  A force of acceleration hit B2B organizations beginning the first decade of the 21st century.  During the past few years, in particular, we have seen the pace of acceleration quicken.  Causing many B2B organizations to either be caught unaware or be slow in matching the pace of transformative changes occurring. A New Way of Thinking Needed For Modern Marketing Challenges The new digital economy is turning traditional marketing on its head.  Presenting new challenges to CMO’s.  For many CMO’s, adapting to…

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Tony
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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Tony
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
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