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UNDERSTANDING BUYING BEHAVIOR IN THE NEW DIGITAL AGE

State of Buyer Personas

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

Study Confirms Importance Of Qualitative Research To Success With Buyer Personas

A recent survey conducted by Cintell*, entitled 2016 Benchmark Study On Understanding B2B Buyers, indicates that high performing organizations utilized qualitative research for their buyer personas.  The study focused entirely on the use of buyer personas for understanding B2B buyers. Findings also found that 70% of companies who missed their revenue goals did not conduct qualitative research for their personas.  While 82% of those who exceeded their revenue goals conducted qualitative research.  These facts from the 137 respondents, from a variety of roles primarily in marketing, shows a strong correlation between the use of qualitative research and the effectiveness of…

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Tony
Article by Tony Zambito

State Of Buyer Personas 2016 Survey

This has been an eventful year.  We are seeing continued growth in the adoption of buyer personas as a means for understanding buyers and customers.  At the same time, the growth is fraught with the perils of buyer personas being misunderstood, mislabeled, and serving as a cover for basic buyer profiling. Each year, since originating the concept of buyer personas in 2001-2002, I have reflected and offered a perspective on the state of buyer personas.  As in last year, I wish to incorporate the use of a survey to offer a comprehensive view of the state of buyer personas.  This…

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Tony
Article by Tony Zambito

Intervention: Buyer Personas Are Not A Product Requirements Document

Product centricity is still kicking dust up in the perfect storm of changing buyer behaviors and transforming digital technologies. The dust up so thick, most organizations believe they may be responding to this perfect storm, yet, everything they do does scream products. A good case in point is what organizations believe they need to do or are told what to do with developing buyer personas. Unfortunately, companies are being misguided on the intent and methodology behind buyer persona development. Where the end game is still about pushing the product onto a target buyer. Let me illustrate with a couple of…

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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

The New B2B Buyer And The Collaborative Economy

In the post-WW II decades through the 1990’s – and for many into the 2000’s, the business and world economy was focused on the mass “push-down” economic model. In simplistic terms, B2B was predicated on mass production and how many mass-produced products can be sold through marketing, sales, and distribution. Fortunes rose or fell based on whether B2B organizations were caught with inventory bloat or inability to meet demand. The post-WW II decade’s spawned market research, sales effectiveness, marketing communications, “push-down” hierarchal organization models, and more. All intended to “push-down” harder and faster than any other competitive organization. Fifteen years into the new…

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Tony
Article by Tony Zambito

State Of Buyer Personas 2015 (Survey Results)

It is now nearly fourteen years since the first-ever buyer persona development methodology was first created specifically for sales and marketing. For trivia and history buffs, Harcourt Education in 2002, a division of Reed Elsevier at the time, was the first organization to ever use research-based buyer personas for marketing and sales. How far we have come and how far we have still to go. Incorporating Survey Data For the first time in this annual reflection of the State of Buyer Personas, this commentary will incorporate responses from a survey conducted this past October through December. The survey consisted of…

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Tony
Article by Tony Zambito
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