Audience Development

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

Audience Development, B2B Marketing, Buyer Decisions, Buyer Insight, Buyer Insight Research, Buyer Insights, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Research, Buyer Personas / By

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 …

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Anticipating The Next Normal With The Pandemic Persona

Audience Development, Audience Persona, Buyer Persona, Buyer Persona Blog, Buyer Personas, Buying Scenarios, Consumer Persona, persona, personas / By

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 …

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Are Your Buyer Personas Data Overkill?

#h2h, Audience Development, Audience Persona, B2B CMO, B2B Customer Experience, B2B Marketing, Buyer Goals, Buyer Insights Research, Buyer Journey, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buyer's Journey, Buying Behavior, Buying Process, Chief Customer Officer, Chief Marketing Officer, CMO, Content Marketing, Content Strategy, customer engagement, Customer Experience, customer insights, Customer Journey, Customer-Centric, Customer-Centric Marketing, Digital Economy, goal-directed behaviors, Goal-Directed Buyer Personas, goal-directed buying behaviors, goals, MArket Research, Persona-Based Marketing, personas, Qualitative Research, scenarios, Tony Zambito / By

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, …

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5 Ways B2B CMOs Can improve Audience Development With Buyer Persona Research

#h2h, Audience Development, Audience Engagement, B2B CMO, B2B Marketing, Brand Strategy, Buyer Decisions, Buyer Goals, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Persona Scenario, Buyer Personas, Buying Behavior, Buying Scenarios, Chief Customer Officer, Chief Marketing Officer, CMO, Content Marketing, Content Strategy, customer engagement, Customer Experience, customer insights, customer research, goal-directed behaviors, Goal-Directed Buyer Personas, goal-directed marketing, goals, Human-Centered Marketing, MArket Research, Persona-Based Marketing, personas, Qualitative Research, scenarios, Tony Zambito / By

The term, audience development, has become more ubiquitous in the world of marketing.  A recognition of the growing importance of digital content marketing to overall marketing strategies today.  For B2C CMOs, the concept of developing audiences and communities has been an essential core principle for some time. For B2B CMOs, the idea of audience development …

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Overcoming The Content Personalization Challenge With Buyer Persona Research

Audience Development, Audience Persona, B2B CMO, B2B Marketing, Buyer Goals, Buyer Insights Research, Buyer Journey, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buyer's Journey, Chief Marketing Officer, CMO, Content Marketing, Content Strategy, customer engagement, Customer Experience, Customer Journey, customer research, engagement marketing, goal-directed behaviors, goals, human goals, Persona-Based Marketing, personas, Qualitative Research, Tony Zambito / By

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 …

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Gaining The Attention Of Buyers In A Hyper-Connected World

#h2h, attention, Audience Development, B2B Marketing, Branding, Buyer Insight, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Research, Buyer Personas, Buying Behavior, Chief Customer Officer, Chief Marketing Officer, Chief Sales Officer, CMO, Content Marketing, Content Marketing Effectiveness, Content Strategy, customer insights, engagement marketing, goal-directed behaviors, goal-directed buying behaviors, goal-directed decisions, human goals, Human-Centered Marketing, MArket Research, Persona-Based Marketing, personas, Qualitative Research, sales effectiveness / By

As we have all experienced, our hyper-connected world is becoming more chaotic with more mediums vying for our attention.  Advanced digital technologies have meant more channels to hear, see, and search for information.   For many consumers as well as business buyers, the overwhelming availability of choices can create anxiety-laden confusion.   Causing a seemingly straightforward effort …

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Use Buyer Personas To Align Marketing With Business Growth Strategies

1 Comment / #h2h, Audience Development, B2B Buyer Ethnography, B2B Ethnography, Brand Strategy, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Canvas, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buying Behavior, Chief Marketing Officer, CMO, Content Marketing, customer insights, Global Marketing, personas, Qualitative Research, Tony Zambito / By

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 …

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How To Gain Deep Insights Into New Customer Buying Behaviors

#h2h, Audience Development, B2B Buyer Ethnography, B2B Customer Ethnography, B2B Ethnography, B2B Marketing, Buyer Insights Research, Buyer Mental Model, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Persona Scenario, Buyer Personas, Buying Behavior, Buying Scenario Model, Chief Marketing Officer, CMO, Content Marketing, Content Marketing Effectiveness, Content Strategy, customer insights, customer narratives, Human-Centered Marketing, Mental Models, Path-to-Purchase, Persona-Based Marketing, Persona-Based Scenario Modeling, Qualitative Research, scenarios, strategic customer narratives, Tony Zambito / By

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 …

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How Context Influences Good Content

3 Comments / #h2h, Audience Development, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Personas, Chief Marketing Officer, Content Marketing, Content Marketing Effectiveness, Content Strategy, customer insights, human insights, Human-Centered Marketing, Market Leader, Qualitative Research / By

Major themes running through marketing and sales since 2012 has been companies are increasing spending in content marketing. Several surveys in 2014, including those from the Content Marketing Institute and eMarketer, show up to 70% or more of marketers plan to increase spending in content marketing. This is despite recent surveys and reports, such as …

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