Brand Experience

Elizabeth Holmes the new face of overpromised and underdelivered

Overpromised and Underdelivered Exasperate Buyers

B2B, Brand Experience, Buyer Insight, Buyer Insights Research, Buyer Persona / By

Buyers, consumers, audiences, investors, and voters have all faced, at one time or another, hyperbole.  Where something is hyped, and an overpromised outcome is touted.  That something, underdelivered, can be a product, service, performance, technology, or program. The tolerance level for accepting underdelivered outcomes has been getting lower.  In buyer insights research interviews during the …

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Great Buyer Resignation

The Great Buyer Resignation

Blog, B2B, B2B Sales, Brand Experience, Buyer Insight, Buyer Insights Research, Sales Transformation / By

One of the big stories of the year 2021 and the Covid-19 pandemic has been the “Great Resignation” of workers in many consumer and business sectors.  There are a variety of reasons cited.  Including lack of adequate childcare, health, industries severely impacted by the pandemic, acting upon personal interests, and early retirement.  To name a …

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Rethinking Market Strategy In A Digital Economy

B2B CMO, B2B Customer Experience, B2B Marketing, B2B User Marketing, Brand Experience, Buyer Goals, Buyer Insight, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buyer's Journey, Buying Behavior, Chief Customer Officer, Chief Marketing Officer, CMO, Consumer Journey, Content Marketing, customer engagement, customer insights, Customer Journey, customer journey mapping, customer research, Digital Economy, Goal-Directed Buyer Personas, goal-directed buying behaviors, goals, Human-Centered Marketing, Market Development, Market persona, Market Persona Development, Market Persona Research, Market Personas, Market Strategy, Persona-Based Buyer's Journey, Persona-Based Marketing, Qualitative Research, Tony Zambito, User Insight Research, user persona, user personas / By

The primary course of conversation in the past few years for CMO’s and their marketing teams has centered around customer centricity, customer experience, and content marketing.  For good reasons too.  Customer behaviors have significantly shifted in the last decade impacting conventional thinking on the role of marketing and sales and their abilities to connect with …

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Is B2B Content Engagement Heading In The Wrong Direction?

6 Comments / #h2h, B2B CMO, B2B Marketing, Brand Experience, Buyer Goals, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buyer's Journey, Buying Process, buying scenario, Buying Scenarios, Chief Marketing Officer, CMO, Content Marketing, Content Strategy, customer engagement, Customer Journey, Customer-Centric Marketing, goal-directed behaviors, goal-directed marketing, goals, Persona-Based Marketing, Persona-Based Scenario Modeling, personas, Tony Zambito / By

Sometimes more is truly less.  When it comes to the state of B2B content marketing and engagement, this proverb is on the mark.   According to a recent study by Track Maven, one among a few on this topic, shows both B2B and B2C marketers have increased their publishing of content in 2015 by as much …

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How To Lead With Customer-Focused Content

1 Comment / #h2h, B2B Marketing, Brand Experience, Brand Strategy, Branding, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Personas, CEO, Chief Marketing Officer, CMO, Content Marketing, Content Marketing Effectiveness, Content Strategy, customer engagement, customer focused, Customer Journey, Digital Economy, engagement marketing, goal-directed behaviors, goals, Lead Generation, Persona-Based Marketing, Tony Zambito / By

The explosion of content in the digital world is an unprecedented phenomenon just a few could have predicted twenty-five years ago.  Content is ubiquitous in all phases of life and in business.  In fact, it is getting harder and harder to find a slice of time where content is not invading precious personal or business …

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7 Elements Of Customer Understanding The C-Suite Must Master

#h2h, B2B Buyer Ethnography, B2B CMO, B2B Customer Ethnography, B2B Ethnography, B2B Marketing, Brand Experience, Buyer Goals, Buyer Insights Research, Buyer Journey, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buyer's Journey, Buying Scenarios, C-Suite, CEO, Chief Marketing Officer, CMO, Consumer Journey, Content Marketing, customer ecosystem, Customer Experience, customer focused, customer futurecasting, Customer Journey, customer persona, customer scenarios, Customer-Centric Marketing, Digital Economy, futurcasting, goal-directed behaviors, goal-directed marketing, Human-Centered Marketing, Mental Models, Path-to-Purchase, Persona-Based Marketing, Qualitative Research, scenarios, Tony Zambito, user persona, user personas / By

Changes in customer and buying behaviors continue to rock the very foundations of many industries.  According to recent surveys by PWC, Forrester, IBM, and McKinsey, disruptive trends in customer and buying behaviors are expected to continue over the next five years.  Many organizations are undergoing digital transformations in order to improve customer interactions, engagement, and …

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3 Ways CMOs Can Achieve Deeper Insights Into The Customer Journey

#h2h, B2B Marketing, Brand Experience, 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, Chief Marketing Officer, CMO, Consumer Journey, Consumer Persona, Consumer-Centric Marketing, Content Marketing, Content Strategy, Critical Path to Purchase, customer engagement, Customer Experience, customer insights, Customer Journey, customer persona, Customer-Centric Marketing, engagement marketing, goal-directed behaviors, goal-directed marketing, goals, MArket Research, Marketing Experience Design, Path-to-Purchase, persona, Persona-Based Marketing, Qualitative Research, Tony Zambito / By

As CMOs look ahead, gaining greater clarity into how buying behaviors are changing is becoming one of their most important aims.  Never more pressing as digital channels expand and become more immersed in the conduct of commerce.  At the same time, the ability of marketing to influence and support the entire customer lifecycle continues to …

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Goals Are At The Heart Of Customer Experience And Engagement

1 Comment / #h2h, B2B Customer Experience, B2B Marketing, Brand Experience, Buyer Goals, Buyer Insights Research, Buyer Journey, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buying Behavior, Chief Marketing Officer, CMO, Content Marketing, customer engagement, Customer Experience, customer insights, engagement marketing, goal-directed behaviors, goal-directed marketing, goals, human goals, Human-Centered Marketing, Path-to-Purchase, Persona-Based Marketing, Qualitative Research, Tony Zambito / By

When discussions have turned to the importance of customer experience today, it is easy to quickly think of customer experience (CX) as a touchpoint improvement phenomenon.  Garnering up images of consumers, as well as, B2B buyers happily skipping along a mythical journey to the end of a rainbow.  Coming upon particular resting points and encountering …

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