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UNDERSTANDING BUYING BEHAVIOR IN THE NEW DIGITAL AGE

Mental Models

7 Elements Of Customer Understanding The C-Suite Must Master

Changes in customer and buying behaviors continue to rock the very foundations of many industries.  According to recent surveys by PWC, Forrester, IBM, and McKinsey, disruptive trends in customer and buying behaviors are expected to continue over the next five years.  Many organizations are undergoing digital transformations in order to improve customer interactions, engagement, and understanding. For CEOs and their C-Suite teams, developing deep customer understanding is becoming strategically important to staying competitive and relevant to customers. While customer understanding is becoming of vital importance to the C-Suite, the struggle continues on just how to attain customer understanding.  New digital…

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Article by Tony Zambito

Goal-Directed Decision Making Drives B2B Buying And Selling

Business-to-Business thrives on the simple basic principle of buying and selling. With all the hoopla over the past few years regarding digital technologies and social media, it is easy to lose sight of this most basic principle, which has existed for centuries.  The impact of digital and social technologies on the nature of buying and selling, however, cannot be understated.  They have changed how businesses interact and engage in the acts of buying and selling. One constant, research in the social sciences have proven, is the acts of buying and selling are by and large goal-directed activities and behaviors.  These…

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Tony
Article by Tony Zambito

The Importance Of Goal-Directed Behaviors To Buyer Personas

In nearly every walk of life, goals are a major influence on what we do, think, feel, and the actions we take on a daily basis. For example, we may decide to skip the fudge brownie desert in light of health goals we are pursuing. On a much larger scale, goals are at work influencing choices and high stake decisions such as investments in new technology or services. One of the largest influences on the conceptual development of personas has been the body of work and research on goals. More specifically, on what is referred to as goal-directed behaviors. A…

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Tony
Article by Tony Zambito

The Missing Link Between Business, Marketing, And Customer Strategy: Buyer Personas

One significant change in the past few years is the top of mind presence of the customer on the part of CEOs. The mandate of “getting closer to the customer” has never been stronger. Various surveys point to CEOs linking business growth to increasing customer engagement efforts, growing their customer base, and improving customer retention. With existing customers and prospective buyers metamorphosing into more digitally inclined buyers, organizations are faced with uncertainty about who represents their buyers. Causing CEOs and the C-Suite to ponder how they should align their overall business strategies with customer strategies.   Linking business growth strategies to…

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Tony
Article by Tony Zambito

How To Gain Deep Insights Into New Customer Buying Behaviors

The digital economy continues to evolve at a fast clip.  New technologies are being introduced nearly every month.   Startups are ascending while long tenured organizations suddenly find themselves on shaky grounds.  New services and product introductions are falling flat.   Making the pursuit of understanding why customers are buying or not buying most difficult for many companies today. What we can be certain of is the buying behaviors of customers are changing.  Companies today can no longer sit on the sidelines and watch these changes from afar.  In essence, risking they will be left entirely out of the new digital playing…

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Tony
Article by Tony Zambito

4 B2B Marketing Trends To Plan For In 2015

The classic novel A Tale Of Two Cities by Charles Dickens begins with these most famous words and phrases: “It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness……… it was the spring of hope, it was the winter of despair…we had everything before us, we had nothing before us… These famous words and phrases may very well describe how many B2B organizations as well as marketers and sellers felt in 2014. The year 2014 displayed unabated rapid changes in buying behaviors and in how B2B…

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Tony
Article by Tony Zambito

How Marketing Leaders Can Lead With Strategic Customer Narratives

Marketing leaders are in continual pursuit to understand customers and buyers. At the same time, they are now being looked at to bring understanding of customers to bear on almost all facets of business operations.  According to a recent IBM CEO Study, CMO’s are increasingly gaining the attention of CEO’s. Whereby marketing is seen as a major driver towards creating a customer-centric organization. Because the forces of change have been so rapid, marketing leaders are put in a position of being a juggler of new types of approaches, services, and technology. Whether they are creating new online capabilities, developing content marketing…

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Article by Tony Zambito

Use Buyer Personas To Humanize Your Content Marketing

All businesses and people within businesses become enamored with, process, at some point. Process is good. Process can also be bad. Bad to the extent doing the process becomes more important than meeting the end goal. When it comes to content marketing today, it just may be too much process is actually preventing a human connection with customers and buyers. The same can be said for buyer persona development as well. Misperceptions about the intent and value of buyer personas have resulted in too much process. Most common is the force fitting of buyer personas into buying processes, sales cycles, and…

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Article by Tony Zambito

Humanize Your Brand With Buyer Personas

You cannot fake it. You should not even try. What am I talking about? We have plenty of efforts these days focused on humanizing in B2B Marketing.  Which I believe is most definitely a good thing.  However, we also have more savvy and knowledgeable customers and buyers in the digital age.   And, one thing I can share with all of you based on recent batches of in the field qualitative buyer interviews over the last year is this: Buyers and customers can tell when you are faking it. One Constant Missing Link Over the last year or two, there has…

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Tony
Article by Tony Zambito
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