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UNDERSTANDING BUYING BEHAVIOR IN THE NEW DIGITAL AGE

User Insight Research

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

Rethinking Market Strategy In A Digital Economy

The primary course of conversation in the past few years for CMO’s and their marketing teams has centered around customer centricity, customer experience, and content marketing.  For good reasons too.  Customer behaviors have significantly shifted in the last decade impacting conventional thinking on the role of marketing and sales and their abilities to connect with customers. We have also seen organizations struggle with how best to adapt to new market dynamics related to customer behaviors and the role of content in reaching customers. What CMO’s need to be on guard for is falling prey to a myopic view of customers…

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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

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

CMO 2014: Brand Experience Will Matter First Before Content Marketing

For many Chief Marketing Officers and marketing leaders, especially in B2B, there is a seismic shift taking place in how marketing is approached and done.  A staple in yearly strategic planning is the product or service as the central focus of marketing and sales plans year after year.  Product marketing is just as the name implies – all about marketing the product.  If this is the central premise of your marketing plan for 2014, time to go back to the drawing board before it is too late. New Differentiation Decade after decade, marketing and sales focused on touting the superiority…

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Tony
Article by Tony Zambito

7 B2B Buying Behavior Trends To Watch In 2014

Like a runaway train, B2B buyers continue to evolve and reshape their buying behaviors.  Adapting to new channels as well as technologies to solve critical problems, reach goals, and accomplish more.   My conversations with B2B marketing and sales leaders indicating it will be tougher for B2B Marketing and Sales to keep pace in both customer acquisition and retention. After conducting a substantial amount of qualitative research-based buyer interviews in 2013 in several vertical markets, on behalf of B2B organizations, there are trends I see beginning to take root.   Trends which suggest buyers are more inclusive, collaborative, and discerning than…

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Tony
Article by Tony Zambito

Are You Prepared For B2B User Demand Generation?

Frustrated personnel.  Frustrated at not being able to do a better job.  Frustrated at not being able to help customers.  Frustrated at learning there are better ways but no plan in place to improve.  Feeling helpless to do anything about their frustrations.  Which is, until now. The enabling wave of digital technology and the democratization of information is being felt among the end-user communities within organizations today.  Awakening a voice of influence long silent and constrained by traditional hierarchies in place since the 1950’s.  As B2B organizations become more global, flatter, and collaborative – the voice of the user will…

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Tony
Article by Tony Zambito
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