Tag Archives: Buyer Personas

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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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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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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Coronavirus Will Change Buying Behaviors Forever. Will We Know How?

Many of us will remember a moment when the world shifted like an earthquake in mid-March of 2020.  Maybe it was the NBA canceling its season abruptly that made us go – “what just happened!?”  Or, it was the announcement that Tom Hanks and his wife had contracted the coronavirus labeled COVID-19.  Schools closed.  Offices closed.  There will be a memory at some point when for you personally – it became a reality. Sadly, since, people have been personally affected by the loss of a loved one, a relative, an associate, or a friend.  People who deserve our thoughts and…

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Digital Commerce Is Disrupting B2B With No End In Sight

Digital commerce is growing at lightning speed.  Putting pressure on B2B Executives to transform their businesses.  Commerce models that have been relied on for the past twenty to thirty years will give way to a new robust era of digital commerce.  If B2B companies are not thinking about this, planning for this, and doing something about this – they will bound to be in big trouble. Before the turn of the new millennium in 2000, it was downright unthinkable in B2B that the model of sales representative and buyer interaction would ever change.  The most controversial item on executive meeting…

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illustration by Eucalyp

Why The Buyer Transformation Is The Only One That Will Matter By 2020

A hot buzzword during the past couple of years has been digital transformation.  It has branched off a few more in the world of marketing and sales: Martech Transformation Sales Transformation CX Transformation Customer Engagement Transformation I am sure there are more.  At the risk of being a buzz killer, there is something amiss about all of this that may not be that great.  Much of these have to do with internal processes within marketing and sales.  The emphasis is on becoming more digitally efficient with one’s marketing and sales efforts as a means of connecting with customers. 2020 Looms…

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The Buyer’s Journey Will Transform Into The Buyer’s Quest By 2020

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 or consideration, and 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 2020 and 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 buyer’s get to a decision. …

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3 Deep Buyer Insights Must-Haves By The Year 2020

Being relevant today in a digital world filled with millions and billions of interactions per day is one of the greatest challenges facing organizations today.  Both B2B and B2C (and hybrid) are investing in attempts to capture these interactions.  In the form of data and analytics, organizations are hoping to glean informative insights into the purchase behaviors of their buyers and customers.  With hopes that the new trend of Artificial Intelligence (AI) can serve up exactly what customers want at the right time. While what is happening today in Big Data and AI can be characterized as “listening”, it is…

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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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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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