Insight You Can Use

UNDERSTANDING BUYING BEHAVIOR IN THE NEW DIGITAL AGE

Market Leader

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

5 Ways GE Put Human Experience At The Center Of B2B Marketing

Over the course of the past few decades, B2B marketing has been perfecting the art of showcasing products or services.  In the pre-Internet days, the focus was on the shiniest and brightest glossy brochure to make products or services look unbeatable.  B2B companies resorted to showrooms and customer demonstration facilities.  All in the hopes of making their products or services stand out from the pack.  This is still happening today in the digital age. Many of today’s B2B organizations still lead with the proverbial – “we are the leading provider of blah blah technology which enables companies to improve effectiveness…

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Tony
Article by Tony Zambito

Three Lessons You Can Learn from Ron Johnson’s Failure at JC Penney

(I am pleased to have as guest author for this article Bob Thompson.  Bob is founder and editor-in-chief of CustomerThink.com.  He is also an authority and thought leader in customer experience.  Most recently Bob published a booked entitled Hooked On Customers, which centers on the habits of leading customer-centric firms.) Several years ago, my first visit to an Apple store was to buy an iPod for my son. Amazing experience. The store had a clean and open design, and the staff was really helpful. When I was ready to buy, I realized something was missing. Instead of a row of…

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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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Article by Tony Zambito

The New Face Of Buyers In The Digital Economy

In the mid-to-late ‘90’s, as the first roots of the Internet began to take hold, Don Tapscott coined the phrase The Digital Economy.  Tapscott’s landmark book is entitled The Digital Economy: Promise And Peril In The Age Of Networked Intelligence.  At the time, it was filled with tremendous foresight.  Much of the perspectives Tapscott offered have come to fruition. Global Phenomenon The digital economy has become a global phenomenon.  Intertwined now on many fronts be they economics, political, finance, consumerism, technologies, globalization, and societal.  The digitization and the Internet of everything no longer a far fetch idea but a reality…

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Article by Tony Zambito

Does Your Buyer Persona Look Like A Sales Call Plan?

When she blurted it out, it was so on the mark, I just sat there in silence for a few seconds.  We have all had those moments.  Those moments when we think – “why haven’t I thought of that before?” I was engaged in a helpful conversation with an Inc. 500 head of sales in response to my article pointing out the differences between buyer profiling and buyer personas.  For this individual, the article hit a nerve.  Here is what she had to say: “We were approached by marketing to share in a budget for building buyer personas.  So when…

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Tony
Article by Tony Zambito

Walk A Mile In Your Buyer’s Shoes With B2B Buyer Ethnography

It began, as history can best record, as a proverb of the Native American Cherokee tribe.   Which said, “do not judge a man until you have walked a mile in his shoes.”  This proverb had been rephrased, reshaped, and reworded many times as a way to communicate.  What matters though, is the truth of this proverb.  To truly know someone, you must walk a mile in his or her shoes. Increasingly today, B2B buying decisions are heavily weighted towards perceptions about a brand’s promise and experience.  Oftentimes, gaining clues about buyer perceptions and experiences with a brand is not an…

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Article by Tony Zambito

CMO 2014: Achieve CMO and CEO Alignment With Powerful Insights

2013 may turn out to be a watershed year.  According to PWC’s (Price, Waterhouse Cooper) annual survey of CEO’s, nearly 65% view building a customer-focused organization as one of their top priorities.  Along with this top priority comes a willingness to invest time and money into developing customer intimacy and expanding their customer bases.   What this means for CMO’s is the gaze of the CEO’s on the customer health of the business will be stronger than ever. Moving Beyond Lip Service For years, we have heard CEO’s in roundtables, presentations, interviews, and conferences espouse the need to get closer to…

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Article by Tony Zambito

CMO 2014: Awakening To Buyer Foresight

Achieving competitive superiority is one of the overarching goals for B2B business organizations.  Doing so is no easy endeavor.  It involves keeping one step ahead of competitors as well as building strong customer loyalty.  Many factors contribute to achieving this goal.  One important factor is the ability to predict and to see the road ahead. A Learning Curve Marketing is increasingly shifting focus to making use of data and insights to help their organizations become more predictive.  Adapting analytics as well as insight-based analysis to make better-informed decisions about marketing strategies.  The past two years is proving to be a…

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Article by Tony Zambito

The Coming Era Of The Self-Qualified B2B Buyer

B2B buyers are about to enter new territory.  Giving B2B CMO’s and CSO’s new challenges as they strive to keep pace with evolving buying behaviors.  The “always on” nature of consumerism has bled over to B2B.  Unleashing a new powerful element in the ongoing buyer revolution. We are about to enter an era of the self-qualified B2B buyer. The 3 Phases Of The Buyer Revolution If we look back at what has been taking place, we find a habitual form of B2B buying power as a result of new digital technologies.  This means B2B buyers also want to fulfill desires…

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Article by Tony Zambito
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