Tag Archives: Business

How CMOs Can Achieve Better Marketing With Goal-Directed Buyer Personas

When it comes to buyer personas, the expression “if it were only that simple” certainly applies.  There has been an abundance of advice on how to create buyer personas – simply.  In the past two years alone, there have been numerous articles, postings, books, and templates on how to create buyer personas.  Many professed buyer persona experts each promising simple steps towards creating buyer personas. When I first launched the concept of buyer personas in 2001, the worry then was helping marketing and sales executives to understand what was behind the development of personas.  And, how to get past looking…

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Tony
Article by Tony Zambito

3 CMO Signals For Sensing Shifts In Buyer Decision Behaviors

The calendar is usually full.  Exercise coming from jogging from one meeting to the next.  Engrossed in the daily demands for time and being in the moment of now.  The now being a crisis or a looming project deadline. The gnawing feeling of something being missed about customers and buyers never going away. The world of busyness can cause many of us to miss out on important signals about what lies ahead.  It is like driving whereby signals play a very important role in letting drivers know what is about to take place and the actions we need to take.…

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Tony
Article by Tony Zambito

Use Buyer Personas To Align Marketing With Business Growth Strategies

On the minds of many CEOs for this year and beyond is making business growth a top priority.  From the likes of surveys by IBM and Gartner to surveys by the multitude of research firms across the globe, the one consistent driver identified by CEOs is that of business growth.  Coming out of the doldrums of the near global economic meltdown beginning in 2008, businesses are bent on growing. Alignment is a tricky word.  For marketers, it has meant gravitating towards the inevitable arguing on about tactical marketing and sales alignment.  Where their eyes should gaze is towards aligning with…

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Tony
Article by Tony Zambito

How To Gain Deep Insights Into New Customer Buying Behaviors

The digital economy continues to evolve at a fast clip.  New technologies are being introduced nearly every month.   Startups are ascending while long tenured organizations suddenly find themselves on shaky grounds.  New services and product introductions are falling flat.   Making the pursuit of understanding why customers are buying or not buying most difficult for many companies today. What we can be certain of is the buying behaviors of customers are changing.  Companies today can no longer sit on the sidelines and watch these changes from afar.  In essence, risking they will be left entirely out of the new digital playing…

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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

7 Big Questions For B2B Marketing Leaders in 2015

Another year and more questions facing B2B Marketing Leaders. We are faced with a rapidly changing digital economy and evolving buyer behaviors. Challenging the best plans and intentions drawn up for 2015.  Each year begets a new set of questions, which confront B2B organizations and B2B Marketing Leaders. Let us take a look at 7 very pressing questions: Do we really know our buyers and customers? A few decades ago, the famed management guru Peter Drucker stated one of the most important question a business has to answer is: Who is our customer? For CMO’s and marketing leaders, this remains…

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Tony
Article by Tony Zambito

5 Reasons For Poor Buyer Personas Steering Marketing In The Wrong Direction

This July marks the 13th year since the first drafting of the concept and methodology of buyer persona development.  Notably, in the last three years, we have seen an increase in awareness of buyer personas.  Coinciding with the rise in content marketing, marketers seek to use buyer personas to help guide content strategies and tactics.  With this rise in awareness also come pitfalls in having buyer personas steer marketing efforts in the wrong direction. I raise this point due to the proliferation of content on buyer personas over the past few years.  Some helpful but the majority, in my opinion,…

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Tony
Article by Tony Zambito

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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Tony
Article by Tony Zambito

5 Ways GE Put Human Experience At The Center Of B2B Marketing

Over the course of the past few decades, B2B marketing has been perfecting the art of showcasing products or services.  In the pre-Internet days, the focus was on the shiniest and brightest glossy brochure to make products or services look unbeatable.  B2B companies resorted to showrooms and customer demonstration facilities.  All in the hopes of making their products or services stand out from the pack.  This is still happening today in the digital age. Many of today’s B2B organizations still lead with the proverbial – “we are the leading provider of blah blah technology which enables companies to improve effectiveness…

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Tony
Article by Tony Zambito

Modern Marketing Is About Human Connection – Not Robots

This year, more than any in a long time, I am hearing a strong backlash to the volumes of emails and content buyers are receiving.  In the past eight months, after conducting numerous buyer interviews, this pattern has become so evident; it is as if buyers are screaming at the top of their lungs.    In my opinion, there is a cause and effect dynamic taking place in B2B marketing.  It goes something like this: The hard adjustment to the new digital economy is putting pressure on B2B companies to grow.  Many are jumping on the content marketing bandwagon.  This pressure…

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Tony
Article by Tony Zambito