Tag Archives: Buyer insight

Are Companies Ignoring Their Best Source For Buyer Insights?

Actiq Ricetta In the past few years, the data analytics revolution has continued unabated in the worlds of B2B and B2C.  The rise of data analytics is resulting in increased budgets and staff to account for the volume of data that can now be computed and accessed.  This growth in the volume of data has spawned numerous types of data analytics services provided for marketing and sales management to deal with the ever-increasing volume of data. Insular We Have Become While organizations may have decreed that the purpose for all this data crunching is for customer-centricity, something else may be happening unintentionally. …

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Tony
Article by Tony Zambito

3 Forces Shaping The Future Of B2B Marketing

http://fitnessforhealth.org/?clid=Cheap-Cialis-20mg&7be=1f Many executives, particularly Chief Marketing Officers, are in constant pursuit of understanding changing buyer behaviors and markets.  Which, for the most part, remains an elusive and challenging endeavor.  In the past ten plus years, we have seen a tumultuous upheaval in both the world of buyers and how marketing is adapting. As business leaders and marketing leaders look ahead to the future, the ever-expanding global digital economy will undoubtedly cause further disruption.  Charting a course for future growth becoming increasingly difficult.  Despite the advent of an overflowing introduction of new marketing approaches, acronyms, and concepts in the past decade, the…

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Tony
Article by Tony Zambito

Are Your Buyer Personas Data Overkill?

enter As the concept of buyer personas has crept into the conscious of both B2C and B2B Marketing, so has misguided representations of buyer personas become prevalent.  With many touted frameworks and processes being representative of buyer personas in name only.  These misrepresentations have also led to a tendency to throw everything, including the kitchen sink, into crafting buyer personas. For example, an organization I helped recently had previously utilized a framework, labeled buyer persona in name only, which consisted of a matrix of 15 plus categories.  Why do I say labeled in name only?  This approach of having 15 plus…

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Tony
Article by Tony Zambito

Overcoming The Content Personalization Challenge With Buyer Persona Research

source link It is clear that one of the top challenges facing marketing, especially B2B marketing, is the ability to connect with potential buyers on a personal level.  Recent surveys of marketing professionals by Rapt Media, Forrester, Seismic, SAP, IBM, and others all indicate that content personalization remains the biggest challenge for marketers this year and for the foreseeable future. The percentages of marketers indicating this as their top challenge are not measly either.  For example, in a survey of 500 marketing professionals by Rapt Media, over 80% stated content personalization as their biggest challenge.  This coincides with previous studies and surveys…

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Tony
Article by Tony Zambito

Study Confirms Importance Of Qualitative Research To Success With Buyer Personas

follow site 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