Insight You Can Use

UNDERSTANDING BUYING BEHAVIOR IN THE NEW DIGITAL AGE

user persona

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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Does Your Buyer Persona Sound Like A Corporate Talking Machine?

Targets. Initiatives. Objectives. Analysis. Risks. Operations. Industry. Priorities. KPI. Success. Entry. Barriers. Products. Triggers.  Requirements. Solutions.  Markets.  Criteria.  Process.   Profile. What do these words have in common? They are words you are most likely to see in corporate and company documents related to strategies or tactics of a corporation or private company. They are often found in the confusing array of marketing or sales strategy and planning language.   Whereby strategy, planning, objectives and targets somehow get melded into one in the same without any real distinction. Confusion: Company Profile Vs. Buyer Persona One mistaken method related to buyer personas has…

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4 Principles For A Human-Centered Approach To Personas in Marketing

Often studied in psychology, is the phenomenon of what people say and do is not always what they mean.  Lurking in the sub-conscious as well as on conscious levels are guarded perceptions, defense mechanisms, mental images, prejudices, and etc.  Often needing in-depth qualitative studies in social psychology to determine how groups of people think, behave, and make use of language. In social psychology, archetypes are often used to help communicate the social psychological dynamics of people.  Helping psychologists to translate their qualitative research into meaningful insights and portrayals of people in a social context. In the business world, marketers and…

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4 Ways To Make Complex Marketing Human-Centered

As more and more businesses undergo digital transformation, we see more investments pouring into digital technologies.  The aim is to be omnipresent and somehow, someway – get a corner of mindshare with buyers.  What organizations risk is this – the more they automate, the more they become less humanized with their customers. It is a scary thing.  Customers and buyers can amount to nothing more than accounts and fields on a screen.  Recently, I read an article where a customer was referred to as “it”.  You cannot get any less human than this! High Stakes Still Exists In The Digital…

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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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Are You Marketing To A Buyer Persona Only? Why A New B2B Persona Paradigm Is Needed.

I came across a word recently, which made me pause and think.  It is a word many of us have heard.  Perhaps we have not heard or seen this word in this form but in one form or another.  The meaning of this word, in many ways, appears to be describing an impact of the digital age for B2B as well as B2C businesses. This word is: Intersectional This is the adjective for the word intersection.  We tend to know this word in terms of streets and roads, which intersect.  The rise in digital technologies is changing buying and usage…

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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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