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UNDERSTANDING BUYING BEHAVIOR IN THE NEW DIGITAL AGE

Marketing Experience Design

Confusing Customer Segmentation, Buyer Profiling, and Buyer Personas Harms Marketing

In the 15 years since originating the concept of buyer personas in 2001, there has been one issue that continues to plague fully understanding exactly where, how, and why buyer personas can be beneficial.  Compounding the issue today is the prevalent use of the term buyer persona to describe customer segmentation and buyer profiling efforts.   The issue I am referring to is the confusion that can surround distinguishing between customer segmentation, buyer profiling, and buyer personas today. If you are a CMO or a marketer and you find yourself having a sudden realization that perhaps you are not quite sure…

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Tony
Article by Tony Zambito

Mapping Buying Experiences: Creating Growth Through Aligning With Buyer Goals

Engaging new buyers and repeat customers are the lifeline to achieving growth.  While the context of these fundamental challenges has changed via digital technologies, they nevertheless are constant pressures.  Recent surveys of CEOs by IBM, PWC, and KPMG all point to major concerns and priorities in expanding the lifeline to growth. Creating distinctive and engaging experiences, as part of how people and businesses go about making purchases, is getting more attention today than ever.  Causing many to rethink long-standing practices on customer acquisition and customer retention. In order to learn how to create distinctive buying experiences, businesses are embracing new…

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Tony
Article by Tony Zambito

3 Ways CMOs Can Achieve Deeper Insights Into The Customer Journey

As CMOs look ahead, gaining greater clarity into how buying behaviors are changing is becoming one of their most important aims.  Never more pressing as digital channels expand and become more immersed in the conduct of commerce.  At the same time, the ability of marketing to influence and support the entire customer lifecycle continues to expand. Such pressing concerns have CMOs seeking better ways to understand the entire buying cycle, as opposed to marketing’s traditional concern with building awareness.  The idea of understanding the customer journey or buyer’s journey has come into vogue during the past couple of years.  Interestingly,…

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Tony
Article by Tony Zambito

Stop Business Speak And Simplify Insights To Achieve Customer Centricity

Many executives today are struggling in two areas.  One is in formulating strategies designed to help their organization stand out in a crowded field.  The second is in creating an enterprise adept with deep customer insights and understanding, which translates into obsessed customer focus.  When struggling in these two areas, executives and their organizations can find themselves in a turbulent whirlpool dragging them and their customers into further states of confusion. Wrapped In A State Of Business Speak Depending on the circumstances and the people involved, you sometimes wonder if people are wired with a switch in their brains to…

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Tony
Article by Tony Zambito

7 Big Questions For B2B Marketing Leaders in 2015

Another year and more questions facing B2B Marketing Leaders. We are faced with a rapidly changing digital economy and evolving buyer behaviors. Challenging the best plans and intentions drawn up for 2015.  Each year begets a new set of questions, which confront B2B organizations and B2B Marketing Leaders. Let us take a look at 7 very pressing questions: Do we really know our buyers and customers? A few decades ago, the famed management guru Peter Drucker stated one of the most important question a business has to answer is: Who is our customer? For CMO’s and marketing leaders, this remains…

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Tony
Article by Tony Zambito
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