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UNDERSTANDING BUYING BEHAVIOR IN THE NEW DIGITAL AGE

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How The Content Illusion Is Leading Marketing Astray In The Era Of Digital Transformation

In the past five years, the often-unquestioned hymnal has been that to succeed in today’s digital world, businesses must produce content.  Produce high-quality content, yes.  But, produce massive amounts of it to get in front of customers. According to various statistics on the Internet, we are living in a world where every minute over 200 million items of online content is produced.  Where nearly 1500 blog posts are posted every minute.  Whereby over 200 million email message are sent every minute.  The amount of content exploding online is staggering.  Leaving the content dilemma facing many organizations – how to stand…

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Tony
Article by Tony Zambito

Is Your Organization Ready For Market Strategy In A Digital Economy?

The digitization of the global economy is resulting in a tidal wave of new business and operating models throughout the world.  Sparking rapid forms of innovations and turning existing markets upside down with new market rules and design.  Digital disruption means organizations must stay alert to how an existing market strategy may have to undergo reinvention.  Well before the impact of the next tidal wave of change hits with full force. Change can happen in just a few short years.  Causing shifts in organizational, consumer, and customer behaviors.  Digital disruption can affect both consumer and business markets simultaneously. For instance,…

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Tony
Article by Tony Zambito

4 Myths Preventing True B2B Customer Understanding

There is a big problem when it comes to B2B customer research.  And, most B2B executives may be unable to see or recognize the problem.  The scarier notion is some may not even know it exists. What is this big problem? According to various studies over the years (by credible institutions such as Harvard) regarding market and customer research, approximately 80% or better of B2B customer research is conducted to reinforce current assumptions about customers.  Rather than, to explore new concepts, hypotheses, uncover new opportunities, gain revealing insights into issues, and seek new innovative ideas. In my years since launching…

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Tony
Article by Tony Zambito

State Of Buyer Personas 2016: Strong Correlation Between Effectiveness And Goals

In 2016, we will mark the fifteenth year since buyer personas were first introduced.  The journey, however, continues towards professionals and organizations gaining a true understanding of what buyer persona development entails. What is clear is buyer personas are now entering the mainstream of dialogue when it comes to overall customer understanding.  Incorporating Survey Data I wish to thank the (124) respondents of the State of Buyer Personas 2016 Survey for taking the time to complete the survey.  While there may have been redundancy in previous surveys, this particular survey is devoted to understanding the best practices associated with buyer…

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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

Beyond Buyer Profiling To Buyer Personification

Segmentation has been a staple of business marketing and sales for several decades.  The concept of breaking down a potential market or industry into smaller target segments is a standard technique taught in business schools and used by many organizations.  Beginning in the 1980’s and 1990’s, we began to see a shift to individualism.  The understanding of not only the segments and organizations that buys but also the individual that buys. We saw the influence of the Meyers-Briggs Testing philosophy extended into the business world.  Whereby sales organizations, in particular, went through training on how to adapt to the personalities of…

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Tony
Article by Tony Zambito

Goal-Directed Marketing: How Marketers Can Help Buyers Achieve Their Goals

Many CMOs today are faced with a dilemma.  As digital interactions and media become more intertwined into everyday life, marketers need to respond.  Respond with content and media that fits into the new world of digital commerce.  Yet, as CMOs invest and allocate more to content and digital media, the returns are not occurring as hoped. Various studies have shown buyers continue to find as much as 60-to-75% of content to be non-relevant.  In one study, SiriusDecisions found 60-to-70% of B2B content produced goes unused.  Basically, results like these indicate content and digital media is having a problem with trust.…

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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
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