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UNDERSTANDING BUYING BEHAVIOR IN THE NEW DIGITAL AGE

Lead Persona

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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Article by Tony Zambito

Who Should We Interview When Developing Buyer Personas? (Find Out Who Matters)

When it comes to buyer persona development, recruiting and interviewing the right people matters.  I get this question frequently.  It may sound like an easy question to solve.  It is not and has a way of raising more questions. Avoid the Easy Route Typically, I have heard the response of getting started by going to sales and sourcing for recent deals won or loss to recruit buyers.  This is usually the wrong place to start.  Putting a box around a win/loss approach and calling it qualitative buyer research is loaded with peril.  While recent wins and losses can be a…

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Tony
Article by Tony Zambito

Map Content to the 5 Phases of the B2B Buyer Persona Buying Cycle

B2B business strategies were much simpler back in the day.  In the pre-Internet and pre-digital age, the target of one customer or buyer was an accepted viewpoint.  We are no longer back in those days. We are in the new digital age.  This new age consists of more complexity, collaboration, co-creation, and new emerging buying behaviors.  Recently, I introduced the concept of the Persona Buying Cycle™.  It represents a view of understanding new buying behaviors via the B2B buying cycle.  Designed to help us address not only new behaviors – but address new complexities. The Why Last year, I suggested…

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Article by Tony Zambito

3 Ways to Be a Market Leader with Buyer Foresight

Every company has aspirations to become the market leader in their space.  Leading your market has built-in advantages over your competition.  Market leadership helps to ensure a level of stability and longevity. Getting there and staying there is the hard part. The demands of the market and the buyers within them can set the bar very high.  Being the market leader can be very tenuous as buyers evaluate new emerging technologies and options.  Rising to the top also comes with a heavy responsibility.  Which is this: Customers and buyers expect market leaders to provide them with a roadmap of the…

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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

7 Big Questions for B2B Marketers in 2013

The more change occurring  the more questions arise.  This year is no exception.  B2B Marketers are experiencing on evolving as well as new challenges as we start to hit stride in 2013.   What are the big future questions for B2B Marketers?  Let’s look at a few: How do we generate more leads and keep them? Survey after survey indicate B2B marketers have this issue top of mind.  Creating demand and filling up a pipeline is loaded with pressure-packed environments.  In my qualitative buyer research work, I see shifts in behavior on the part of buyers.  There are unique sets of…

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Article by Tony Zambito

One Way to Know the Ideal Buying Scenarios for Lead Nurturing

Depending on which reports you may read (Marketing Sherpa, Forrester, and etc.) approximately 60% or more of B2B businesses do not have a formalized lead nurturing program.  Yet, these same reports benchmarking such effort tell us this: companies who perform lead nurturing enjoy a better than 25% higher return on their efforts than those who do not.  Which begs the question: why are companies slow to adopt to lead nurturing? Reasons I suspect one reason may be the pressure for instant results.  Which makes you think:  how much potential revenue is being left on the roadside?  If organizations evaluated what…

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Article by Tony Zambito

Is Your Lead Generation Off-Target?

A problem facing organizations today is generating more leads. Making this issue even more challenging is changes in buying behavior. Depending on which study to reference, buyers are performing different activities for up to 70% of their buying evaluation before sales intervention.

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Article by Tony Zambito

5 Buying Behaviors of the Persona Buying Cycle

“It is good to have an end to journey toward; but it is the journey that matters, in the end.” ― Ernest Hemmingway The concept of buyer personas, as a means for understanding buyers, has been around now for over a decade.  It is an understatement to say many things have changed in the world of buying and selling since their beginning. We have witnessed the changing dynamics of the buyer-seller relationship. The dynamics I refer to are buying behaviors and buyer goals.  On the other side of the coin, we see marketing and sales making attempts to adapt.  The…

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Article by Tony Zambito
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