Buyer Mental Model

Buyers preconceived notions

How Business Leaders Can Guard Against Inaccurate Preconceived Notions About Buyers

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Challenging Preconceived Notions About Buyers is a Two-Way Street Over the course of many years and just a few years as well, business leaders and organizations can develop preconceived notions about buyers and customers.  In large organizations that have been in existence for decades, preconceived notions can become institutionalized.  Becoming like dogma with multiple stories …

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Looking At The World Through The Eyes Of Your Buyers

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One of my favorite visits as a young person was to the House Of Mirrors at the amusement park.  It fascinated me how the mirrors distorted the way we looked and how they reshaped our faces.  Having fun with facial and body gestures to make myself look even more different. Companies today, if not intent …

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How To Gain Deep Insights Into New Customer Buying Behaviors

Leave a Comment / #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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Humanize Your Brand With Buyer Personas

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You cannot fake it. You should not even try. What am I talking about? We have plenty of efforts these days focused on humanizing in B2B Marketing.  Which I believe is most definitely a good thing.  However, we also have more savvy and knowledgeable customers and buyers in the digital age.   And, one thing I …

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4 Things Buyer Personas Are Not

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When products or services look similar, are called by similar names, or represented to be the same as, this can lead to confusion.  When it comes to buyer personas, this is more common than it should be.  In helping several B2B organizations directly or in advising recently, I have noticed the confusion become more prominent. …

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5 Reasons For Poor Buyer Personas Steering Marketing In The Wrong Direction

1 Comment / Audience Persona, Buyer Insight, Buyer Insights Research, Buyer Mental Model, Buyer Persona, Buyer Persona Blog, Buyer Persona Canvas, Buyer Persona Development, Buyer Persona Research, Buyer Persona Scenario, Buyer Personas, Buying Behavior, Buying Process, Chief Marketing Officer, CMO, Content Marketing, Content Strategy, customer insights, MArket Research, Mental Models, Persona buying Cycle, Persona-Based Marketing, personas, Qualitative Research / By

This July marks the 13th year since the first drafting of the concept and methodology of buyer persona development.  Notably, in the last three years, we have seen an increase in awareness of buyer personas.  Coinciding with the rise in content marketing, marketers seek to use buyer personas to help guide content strategies and tactics. …

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The Future Of Modern Marketing Is Human-Centered

5 Comments / B2B Marketing, Buyer Insights Research, Buyer Mental Model, Buyer Perception, Buyer Persona, Buyer Persona Blog, Buyer Persona Research, Buyer Persona Scenario, Buyer Personas, Buying Scenario Model, Chief Marketing Officer, Content Marketing, Content Marketing Effectiveness, customer insights, Human-Centered Marketing, Interaction Scenario Modeling, Mental Models, Persona-Based Scenario Modeling, Qualitative Research / By

Before the turn of the 20th century into the 21st century, a movement began.  This movement called for a more user-centered approach, or also commonly referred to as human-centered, to designing products, software, digital interactions, and design concepts.  It is rooted in the belief, which is by understanding human goals and behaviors; we can design …

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Why The Differences Between Buyer Profiling and Buyer Personas Matters

11 Comments / B2B Buyer Ethnography, B2B Customer Ethnography, B2B Customer Experience, B2B Ethnography, Brand Experience, Branding, Buyer Insight, Buyer Insights Research, Buyer Mental Model, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buying Behavior, Buying Process, Chief Customer Officer, Chief Marketing Officer, Chief Sales Officer, Content Marketing, Content Marketing Effectiveness, customer persona, Ideal Buyer Persona, Persona-Based Marketing, Qualitative Research / By

Many marketing and sales executives agree the need to understand buyers today is greater than ever.  Markets and industries in B2B are still trying to figure out the impact of changing buying behaviors.  There is heightened attention in customer acquisition – mainly because it has become a guessing game. What many executives are discovering is …

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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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5 Core Components of Buyer Persona Development

3 Comments / Buyer Insight, Buyer Insight Research, Buyer Journey, Buyer Mental Model, Buyer Perception, Buyer Persona, Buyer Persona Blog, Buyer Persona Canvas, Buyer Persona Development, Buyer Persona Scenario, Buyer Persona Stories, Buyer Personas, Buying Behavior, Buying Scenario Model, Chief Customer Officer, Chief Marketing Officer, Chief Sales Officer, CMO, Persona buying Cycle, Persona-Based Marketing, Persona-Based Scenario Modeling, Qualitative Research / By

What exactly is buyer persona development?  Recently, this question came from several who have “done personas” but have met resistance or disappointment.  Our discussion centered on why the buyer personas developed offered little value. Why No Value? In my conversations helping people, there are two reasons why buyer persona efforts have been met with either …

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