Tag Archives: Buyer Persona

Reset Your Buyer Strategy In COVID-19 Revival

For many leaders in sales and marketing, the year 2020 will go down in history as one of the most challenging in their careers thus far. The impact of the coronavirus pandemic will represent the most significant disruption in B2B commerce in many decades.  We are witnessing the greatest digital shift of work and commerce since the invention of the Internet.  The renewed surges in the spread of the pandemic will raise further obstacles and questions as B2B businesses look ahead to 2021.  Questions related to how to reset sales and marketing to a vastly different world from just one…

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Tony
Article by Tony Zambito

Why Buyer Interaction Design Matters During The Coronavirus Pandemic

The coronavirus pandemic will leave an imprint on B2B commerce for decades to come.  In what lasting ways remains to be seen.  There will be permanent changes as well as evolutionary changes.  What we know now is that traditional buyer-seller interaction is undergoing its most significant change yet in the 21st century.  The COVID-19 pandemic has set off a tectonic shift in how B2B companies buy from and sell to each other.  According to a number of recent surveys, we are seeing an enormous shift in sales turning to remote selling.  B2B buyers are also embracing the remote model of…

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Tony
Article by Tony Zambito

The Buyer’s Journey Will Transform Into The Buyer’s Quest

Funnels, stages, paths, journeys, and more labels that suggest some form of a linear line of thinking has dominated marketing and sales for decades.  Whereby the notion of awareness, evaluation, consideration, and the purchase decision is built-in to these views.  In reality, whatever labels have been applied, there are more similarities than differences. As forward-thinking marketing and sales leaders prepare for continuous digital disruption, it is time to alter this line of thinking. In vogue the last few years is the idea that the buyer’s journey is the best way to view how buyers get to a decision.  Mapping such…

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Tony
Article by Tony Zambito

7 Ways The Future Of Business In An Existing And Post Covid-19 World Will Change

In a period of ninety days, the world and business of commerce have been shocked by its foundations.  Executives from all industries are faced with uncertainties that could not have been anticipated at the start of 2020.  Causing senior leaders to scrap plans, accelerate plans, or seek alternative plans to help them chart a new course in troubled waters. This period has allowed for trends to begin to emerge.  Trends that will impact decision-making and buying for at least the next five years.  And, affect how businesses and people work as well as participate in commerce.  What can we expect…

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Article by Tony Zambito

Tony Zambito And Center For Buyer Insights To Launch Buyer Outlook Insights Study July 1

June 8, 2020 A quarterly monitoring study of buyer attitudes about buying decisions during and after the COVID-19 Crisis, the COVID-19 Buyer Outlook Insights study will bring timely and essential buyer persona-based decision-making about when and how to resume marketing and sales. Introducing Buyer Outlook Insights Study Marketers and sellers have faced an enormous upheaval in how to reach and engage buyers. In talking and sampling with decision-makers, questions are surfacing such as: When and how should we resume marketing and selling? What kinds of marketing and selling strategies will be appropriate? Under what conditions will our buyers begin to…

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Tony
Article by Tony Zambito

Anticipating The Next Normal With The Pandemic Persona

Back to normal. The new normal. We have seen these expressions quite a lot in the last few weeks.  We are in an unexpected era of uncertainty.  We are never ever going to go back to normal as we knew it.  Nor can we predict a new normal. Not with any certainty at least. What we can expect is that there will be a next normal.  We, as a nation, have experienced disruptive crises and overcame them.  For instance, after 9/11, our lives changed and new norms emerged. Where does this leave our understanding of how the COVID-19 pandemic will…

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Tony
Article by Tony Zambito

How Buyer Behavior Will Change Amid COVID-19

We are living in unprecedented times.  The COVID-19 pandemic has forever altered the global business economy.  There have been crises in the past where disruptive impact rippled through business commerce.   In the last 100 years, the Great Depression, War World II, 9/11, and the 2008-2009 Financial Crisis come to mind.  We now find ourselves in the midst of a crisis where the global economy, as we know it, or now correctly stated, as we knew it, was forced to flick the switch from on to off.  An order of magnitude disruption unlike any other in modern history. While governments and…

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Article by Tony Zambito

6 Variables Making Buyer Insights Driven Sales Transformation Critical By 2020

For the past few decades, solution-based selling was the dominant theme in building sales organizations.  Solution-selling methodologies and training proved to be a big business.   B2B organizations reworked their sales organization and invested heavily to be more consultative with buyers. B2B entities are finding it hard to let go and prepare for sales transformation in the new digital era of commerce.  In the last few years, we have heard plenty about insights-based selling.  This should not be confused with the imperative to undergo insights-driven sales transformation.  Insight-selling places emphasis on sales reps delivering helpful insights to potential buyers.  Complementing existing…

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Article by Tony Zambito
Illustration by LAFS

How Insights Into The B2B Lifecycle Can Prevent A Blind Spot In 2020

The speed at which changes in buying behaviors and decision-making are occurring is a challenge faced by B2B organizations.  With data and technology as drivers, the time at which insights can serve as relevant is shrinking also.  This phenomenon of speed in changing behaviors will cause a shift in thinking on the gathering of human-centric insights by the year 2020. When I first pioneered the concept of buyer insights research and developing buyer personas seventeen plus years ago, the “sales funnel” was something you could count on not changing that drastically over a few years.  As we have gone through…

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Tony
Article by Tony Zambito