Buyer Persona Canvas

The Influence Of Buyer Goals On Content And The Search For Good Ideas

#h2h, B2B Marketing, Buyer Decisions, Buyer Goals, 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, Content Marketing Effectiveness, Content Strategy, customer focused, customer insights, customer persona, Global Marketing, goal-directed behaviors, goal-directed choice, goal-directed marketing, human goals, Human-Centered Marketing, MArket Research, Persona-Based Marketing, Qualitative Research, Tony Zambito / By

One of the most under-realized areas of understanding in marketing today has to do with the powerful influences of buyer goals and their goal-directed behaviors.  This is especially true in B2B marketing.  Most notably, in terms of understanding the impact of buyer goals on how buyers conduct informational searches, as well as, gather content and make …

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Looking At The World Through The Eyes Of Your Buyers

1 Comment / #h2h, B2B Buyer Ethnography, B2B Customer Ethnography, B2B Ethnography, B2B Marketing, Brand Strategy, Buyer Decisions, Buyer Insight, Buyer Insights Research, Buyer Journey, Buyer Mental Model, Buyer Persona, Buyer Persona Blog, Buyer Persona Canvas, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buying Behavior, Buying Scenarios, Chief Marketing Officer, CMO, Content Marketing, Content Strategy, customer focused, customer insights, Digital Economy, goal-directed behaviors, goal-directed buying behaviors, goal-directed decisions, goal-directed marketing, human goals, human insights, Human-Centered Marketing, MArket Research, Persona-Based Marketing, Qualitative Research, Tony Zambito / By

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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Does Your Buyer Persona Sound Like A Corporate Talking Machine?

1 Comment / #h2h, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Canvas, Buyer Persona Development, Buyer Persona Research, Buyer Personas, customer insights, Human-Centered Marketing, persona, Persona-Based Marketing, personas, Qualitative Research, Tony Zambito, user persona, user personas / By

Targets. Initiatives. Objectives. Analysis. Risks. Operations. Industry. Priorities. KPI. Success. Entry. Barriers. Products. Triggers.  Requirements. Solutions.  Markets.  Criteria.  Process.   Profile. What do these words have in common? They are words you are most likely to see in corporate and company documents related to strategies or tactics of a corporation or private company. They are often …

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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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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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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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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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CMO 2014: 4 Steps To Rediscovering B2B Brand Equity

2 Comments / Brand Equity, Branding, Buyer Insight, Buyer Insight Research, Buyer Perception, Buyer Persona, Buyer Persona Blog, Buyer Persona Canvas, Buyer Persona Research, Buyer Persona Stories, Buyer Persona Story, Buyer Persona Story Mapping, Buyer Personas, Buying Behavior, Chief Marketing Officer, CMO, Content Marketing, Persona-Based Marketing / By

Having an instantly recognizable brand is the aim of many Chief Marketing Officers and marketing leaders.  It is one of the most elusive trophies to grab in the world of B2B.  Once achieved, there are tremendous advantages.  Gaining such an advantage has become harder to achieve as companies struggle to be heard above the loud …

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7 Criteria To Ensure Doing The Right Things For Buyer Personas

1 Comment / Best Practices, Buyer Insight, Buyer Insight Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Canvas, Buyer Persona Research, Buyer Persona Scenario, Buyer Persona Stories, Buyer Personas, Buying Behavior, Chief Customer Officer, Chief Marketing Officer, Chief Sales Officer, CMO, Content Marketing, Persona buying Cycle, Persona-Based Marketing, Persona-Based Scenario Modeling, Qualitative Research / By

When we put time, resources, and money into anything we do business-related, it is natural to seek value in return.  Value comes from understanding what are the right things to get done.  How to ensure investment in buyer insight research and buyer persona development adds value is one question I get asked frequently. Doing The …

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6 Reasons Why Buyer Personas Are More Important Than Ever

7 Comments / Buyer Insight, Buyer Journey, Buyer Persona, Buyer Persona Blog, Buyer Persona Canvas, Buyer Persona Development, Buyer Personas, Buying Behavior, Content Marketing, Customer Journey, Persona-Based Marketing / By

Alan Cooper first introduced the concept of user personas in 1999 to help inform design strategy, of which I was privileged to witness first-hand.  This was important then since user-friendly digital products and services were lacking.  Challenges on how to make the web user-friendlier were a pressing problem back then as well.  In 2002, I …

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