Buyer Foresight

Stop Business Speak And Simplify Insights To Achieve Customer Centricity

#h2h, B2B Marketing, Best Practices, Buyer Foresight, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Canvas, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buying Behavior, Chief Customer Officer, Chief Marketing Officer, CMO, Content Marketing, Content Strategy, Customer Experience, customer focused, customer insights, customer narratives, customer persona, Customer-Centric, Digital Economy, human insights, Human-Centered Marketing, Marketing Experience Design, persona, Persona-Based Marketing, personas, Qualitative Research, State of Buyer Personas, strategic customer narratives, strategic narrative, Tony Zambito, user personas / By

Many executives today are struggling in two areas.  One is in formulating strategies designed to help their organization stand out in a crowded field.  The second is in creating an enterprise adept with deep customer insights and understanding, which translates into obsessed customer focus.  When struggling in these two areas, executives and their organizations can …

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The New B2B Buyer And The Collaborative Economy

B2B Marketing, Brand Strategy, Buyer Foresight, Buyer Insights Research, Buyer Journey, Buyer Perception, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buying Behavior, Buying Process, buying scenario, Chief Customer Officer, Chief Marketing Officer, CMO, Content Marketing, Content Marketing Effectiveness, customer insights, Human-Centered Marketing, MArket Research, Qualitative Research, sales effectiveness, State of Buyer Personas, Tony Zambito / By

In the post-WW II decades through the 1990’s – and for many into the 2000’s, the business and world economy was focused on the mass “push-down” economic model. In simplistic terms, B2B was predicated on mass production and how many mass-produced products can be sold through marketing, sales, and distribution. Fortunes rose or fell based on whether B2B …

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Beyond Predictive Marketing: Planning With Persona-Based Strategic Narratives

#h2h, B2B Buyer Ethnography, B2B Ethnography, B2B Marketing, Brand Strategy, Buyer Foresight, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Canvas, Buyer Persona Research, Buyer Persona Scenario, Buyer Personas, buying scenario, Buying Scenario Model, Chief Marketing Officer, Content Marketing, customer focused, customer insights, human insights, human marketer, Human-Centered Marketing, Lead Management, MArket Research, modern marketing, Persona-Based Marketing, Persona-Based Scenario Modeling, Qualitative Research, scenarios, Story Listening, Storytelling, Tony Zambito / By

In a recent interview, one of the world’s most compelling management consultant, Tom Peters, responded to a question related to what is missing from today’s discussion about management. In classic as well as vintage Tom Peter fashion, he responded: “My real bottom-line hypothesis is that nobody has a sweet clue what they’re doing.” He went …

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The New Face Of Buyers In The Digital Economy

8 Comments / B2B Buyer Ethnography, B2B Customer Experience, B2B Ethnography, B2B User Demand Generation, B2B User Marketing, Brand Experience, Buyer Foresight, Buyer Insight, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Research, Buyer Personas, Buying Behavior, customer insights, Market Leader, MArket Research, Qualitative Research / By

In the mid-to-late ‘90’s, as the first roots of the Internet began to take hold, Don Tapscott coined the phrase The Digital Economy.  Tapscott’s landmark book is entitled The Digital Economy: Promise And Peril In The Age Of Networked Intelligence.  At the time, it was filled with tremendous foresight.  Much of the perspectives Tapscott offered …

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D.I.V.E. Deeper: Getting The Most Out Of Your Buyer Personas

2 Comments / B2B Buyer Ethnography, B2B Customer Ethnography, B2B Ethnography, Best Practices, Buyer Foresight, Buyer Insight, Buyer Insight Research, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Persona Story, Buying Behavior, Chief Marketing Officer, Chief Sales Officer, CMO, Content Marketing, CSO, Persona-Based Marketing, Sales Enablement / By

To get the most out of anything worthwhile takes persistence, perseverance, hard work, intuitiveness, and grit.  It is advice we offer to our friends, family, and children.  Often in helpful conversations with marketing and sales leaders, I usually am posed the question of how to get the most out of buyer personas. A common theme …

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CMO 2014: Achieve CMO and CEO Alignment With Powerful Insights

B2B Customer Experience, Brand Experience, Buyer Foresight, Buyer Insight, Buyer Insight Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Chief Marketing Officer, CMO, Content Marketing, customer focused, customer growth, Customer Journey, customer retention, Customer-Centric, Market Leader, Market Leadership, MArket Research, Qualitative Research / By

2013 may turn out to be a watershed year.  According to PWC’s (Price, Waterhouse Cooper) annual survey of CEO’s, nearly 65% view building a customer-focused organization as one of their top priorities.  Along with this top priority comes a willingness to invest time and money into developing customer intimacy and expanding their customer bases.   What …

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CMO 2014: Awakening To Buyer Foresight

1 Comment / Brand Experience, Buyer Foresight, Buyer Insight, Buyer Insight Maturity Model, Buyer Insight Research, Buyer Persona, Buyer Persona Blog, Buyer Personas, Chief Marketing Officer, CMO, Content Marketing, Market Leader, Market Leadership, Qualitative Research / By

Achieving competitive superiority is one of the overarching goals for B2B business organizations.  Doing so is no easy endeavor.  It involves keeping one step ahead of competitors as well as building strong customer loyalty.  Many factors contribute to achieving this goal.  One important factor is the ability to predict and to see the road ahead. …

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The Coming Era Of The Self-Qualified B2B Buyer

5 Comments / B2B Customer Experience, B2B User Marketing, Brand Experience, Buyer Foresight, Buyer Insight, Buyer Insight Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Personas, Buyer Value Model, Buying Behavior, Buying Scenario Model, Chief Customer Officer, Chief Marketing Officer, Chief Sales Officer, CMO, Content Marketing, Market Leader, Market Leadership, Qualitative Research / By

B2B buyers are about to enter new territory.  Giving B2B CMO’s and CSO’s new challenges as they strive to keep pace with evolving buying behaviors.  The “always on” nature of consumerism has bled over to B2B.  Unleashing a new powerful element in the ongoing buyer revolution. We are about to enter an era of the …

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The State Of Buyer Personas 2014

Brand Experience, Buyer Foresight, Buyer Insight, Buyer Insight Maturity Model, Buyer Insight Research, Buyer Journey, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Persona Scenario, Buyer Personas, Buying Behavior, Chief Marketing Officer, Chief Sales Officer, CMO, Content Marketing, Content Strategy, Customer Journey, Market Leader, Market Leadership, Persona-Based Marketing / By

Attempts to keep up with changing buying behaviors are very much like a car chase scene in an action packed movie.  Just as we are about to catch up with the buyer, new technology accelerates buyer progress.  Creating an ever present need to gain insight into newly forming behaviors on the part of buyers.  Otherwise, …

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CMO 2014: Brand Experience Will Matter First Before Content Marketing

7 Comments / Audience Development, Audience Persona, B2B Customer Experience, Brand Equity, Brand Experience, Branding, Buyer Foresight, Buyer Insight, Buyer Insight Research, Buyer Mental Model, Buyer Perception, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Scenario, Buyer Persona Stories, Buyer Personas, Chief Marketing Officer, CMO, Content Marketing, Content Marketing Effectiveness, Content Strategy, Market Leader, Market Leadership, MArket Research, Qualitative Research, User Insight Research, user persona, user personas / By

For many Chief Marketing Officers and marketing leaders, especially in B2B, there is a seismic shift taking place in how marketing is approached and done.  A staple in yearly strategic planning is the product or service as the central focus of marketing and sales plans year after year.  Product marketing is just as the name …

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