Insight You Can Use

UNDERSTANDING BUYING BEHAVIOR IN THE NEW DIGITAL AGE

Persona-Based Scenario Modeling

7 Criteria To Ensure Doing The Right Things For Buyer Personas

When we put time, resources, and money into anything we do business-related, it is natural to seek value in return.  Value comes from understanding what are the right things to get done.  How to ensure investment in buyer insight research and buyer persona development adds value is one question I get asked frequently. Doing The Right Things To get the most value out of investments, business leaders have to look beyond style or hype and look at the substance.  Using evaluative criteria to determine if they are making as well as have made the right choices.  This is usually the…

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Tony
Article by Tony Zambito

5 Steps To Goal-Directed Content Marketing

Are the goals you think of, consciously and non-consciously, the same as they were five years ago?  Ten years ago?  The chances are, they have changed.  For some, changes may be subtle while for others goals have changed substantially. Significant shifts in buyer behavior as a result of evolving digital technology are causing both buyers and sellers to revaluate their goals.  Some goals are explicit and conscious.  Others are personal in nature and live in the non-conscious.  One thing we can count on is buyer goals are changing.  Another thing we can count on is if information from sellers is…

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Tony
Article by Tony Zambito

Do Your Buyer Personas Look Like They Are From 1980?

It is downright scary.  Pressure is building to come out of the recession and light a fire undergrowth.  Marketers and sellers are responding impulsively.  How?  Slipping back into a time warp of the ‘80’s.  A world filled with focus on product centers, product marketing, selling features and benefits, and the buyer was a target – which bought, not engaged. Times Have Changed We know market dynamics, buying behavior, and technology has changed.  Marketers and sellers are in the throes of a buyer revolution.  It is not going to end soon.  The pace of change will accelerate.  It is going in…

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Tony
Article by Tony Zambito

5 Core Components of Buyer Persona Development

What exactly is buyer persona development?  Recently, this question came from several who have “done personas” but have met resistance or disappointment.  Our discussion centered on why the buyer personas developed offered little value. Why No Value? In my conversations helping people, there are two reasons why buyer persona efforts have been met with either resistance or disappointment. Buyer personas are perceived as a customer profile.  A customer profile with a picture offers little value. Sales intelligence is misperceived or misrepresented as buyer insights. These two reasons can result in resistance and disappointment.  While a customer profile can help with…

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Tony
Article by Tony Zambito

The Gap. Can You Fill It? 3 Ways You Can.

How the world has changed.  Yet, how things remain the same.  One thing remaining the same is the gap.  And, how the gap is filled. What Is The Gap? Customers and buyers, no matter the market or industry, are in constant motion to fill the gap.  You see, they have a gap between what is currently happening and what they desire to happen.  This happens on many levels.  For consumers, the gap can be quite urgent.  If your car broke down on a deserted highway, you will have an urgent need to fill the gap.  A car engine running will…

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Tony
Article by Tony Zambito

The Chief Marketing Officer’s Dilemma

Month after month, Chief Marketing Officers (CMOs) are confronted with a question.  It is a powerful question.  If answered with accuracy and in-depth understanding, it can make a profound difference.  So profound, it will change the fortunes of the organization. What Is The Question? The question, if answered correctly, will accelerate a company’s ability to transform and be relevant in the new digital age.  Answered incorrectly, it can put the company behind competitors and start a decline.  What is this question? Who is our customer today? This question may appear simple, yet it is the most challenging question faced by…

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Tony
Article by Tony Zambito

Follow the Road to Content Marketing Effectiveness with Buyer Persona Story Mapping

(This is part three of a three part series on the use of Buyer Persona Stories™, Buyer Persona Scenarios™, and Buyer Persona Story Mapping™ to drive effective content marketing strategy.) Getting to see the big picture about customers and buyers today is not easy.  It can be like sitting in an old stadium trying to peak around a su_column to see the field.  When you cannot see the whole field, you are missing the action.  With buying behavior changing rapidly each quarter, not having the big picture on the actions of buyers can set back an organizations significantly. In part…

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Tony
Article by Tony Zambito

How To Boost Content Marketing Effectiveness with Buyer Persona Scenarios

(This is part two of a three part series on the use of Buyer Persona Stories™, Buyer Persona Scenarios™, and Buyer Persona Story Mapping™ to drive effective content marketing strategy.) Understanding what activities buyers perform as they attempt to solve complex problems has been a challenge in the digital age.  The activities of buyers are no longer transparent and it is harder to figure out what activities directly relate to you and their purchase decision.  Yet, in order to be on the same level with buyers, this is exactly what you need to know. In this three part series, we…

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Tony
Article by Tony Zambito

Accelerate Content Marketing Effectiveness With The Power of Buyer Persona Stories

(This is part one of a three part series on the use of Buyer Persona Stories™, Buyer Persona Scenarios™, and Buyer Persona Story Mapping™ to drive effective content marketing strategy.) One good trait of a storyteller is they also know about the story of the person or people they are telling a story to.  Knowing how to tell the story in a way that draws them in.  Creating an experience, which can suspend time and make a person believe they are in the story.   This is the goal of content marketing – to tell good stories compelling a buyer to act.…

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Tony
Article by Tony Zambito

How Can We Make Sure Our Buyer Persona Initiative is a Success? (5 Helpful Elements)

When it comes specifically to buyer personas, there have been plenty of questions about how to pull off a successful initiative.  This is one question I typically have been asked when engaged in conversations helping people with questions. It can be a painful question for those who have made attempts in the past only to find they produced little results.  And, left plenty of angst and frustration along the way amongst various departments. This concerns me.  It makes it easy to discount buyer personas as a useful tool.  Easy is the operative word.  They have been presented as easy to…

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Tony
Article by Tony Zambito
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