Chief Sales Officer

Buyers Ignoring You Is Not The Only Change Going On

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A significant shift in how buyers choose to interact with selling organizations has been underway for the past year.  The global pandemic altering seller and buyer interactions in ways unimagined just a few short years ago.  A recent McKinsey study suggests that two-thirds of buyers will prefer to keep self-serve interactions or a form of …

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Confusing Customer Segmentation, Buyer Profiling, and Buyer Personas Harms Marketing

Leave a Comment / B2B Marketing, Best Practices, Buyer Goals, Buyer Insight Research, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Research, Buyer Personas, Buyer's Journey, Buying Behavior, Buying Process, Buying Scenarios, Chief Marketing Officer, Chief Sales Officer, CMO, Content Marketing, Content Strategy, CSO, customer engagement, Customer Experience, customer growth, customer insights, Customer Journey, Customer-Centric, Digital Economy, Goal-Directed Buyer Personas, goal-directed buying behaviors, goal-directed decisions, goal-directed marketing, goal-directed methodology, goals, Human-Centered Marketing, MArket Research, Marketing Experience Design, personas / By

In the 15 years since originating the concept of buyer personas in 2001, there has been one issue that continues to plague fully understanding exactly where, how, and why buyer personas can be beneficial.  Compounding the issue today is the prevalent use of the term buyer persona to describe customer segmentation and buyer profiling efforts.  …

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Why Brexit Will Affect The Future Of Global Business Marketing

Leave a Comment / B2B CMO, B2B Marketing, Brexit, Buyer Goals, Buyer Insights Research, Buyer Persona Blog, Buyer Persona Research, Buyer Personas, Buying Behavior, CEO, Chief Marketing Officer, Chief Sales Officer, CMO, Customer Experience, customer insights, Digital Economy, Global Business Marketing, Global Marketing, Goal-Directed Buyer Personas, goal-directed buying behaviors, goals, Market Leader, Market Leadership, MArket Research, modern marketing, Qualitative Research, Tony Zambito / By

The stunning outcome of Britain’s decisive vote to exit the European Union has caught the political, economic, and business world by surprise.  Creating uncertainty in world financial markets, the future of the European Union, the pace of globalization, how to strategically plan for an eventual exit, and how to prepare for potential risk from this …

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State Of Buyer Personas 2016: Strong Correlation Between Effectiveness And Goals

Leave a Comment / B2B CMO, B2B Marketing, Best Practices, Buyer Insights Research, Buyer Journey, Buyer Persona, Buyer Persona Blog, Buyer Persona Research, Buyer Personas, Buyer's Journey, Buying Behavior, C-Suite, CEO, Chief Customer Officer, Chief Marketing Officer, Chief Sales Officer, CMO, Content Marketing, Content Marketing Effectiveness, Content Strategy, customer engagement, Customer Experience, goal-directed behaviors, goal-directed buying behaviors, goal-directed marketing, persona, Persona-Based Marketing, Qualitative Research, sales strategy, State of Buyer Personas, User Insight Research / By

In 2016, we will mark the fifteenth year since buyer personas were first introduced.  The journey, however, continues towards professionals and organizations gaining a true understanding of what buyer persona development entails. What is clear is buyer personas are now entering the mainstream of dialogue when it comes to overall customer understanding.  Incorporating Survey Data …

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State Of Buyer Personas 2016 Survey

Leave a Comment / Buyer Goals, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buyer's Journey, Chief Customer Officer, Chief Marketing Officer, Chief Sales Officer, CMO, CSO, Customer Experience, customer insights, customer persona, goal-directed behaviors, goal-directed marketing, goal-directed methodology, goals, human goals, personas, Qualitative Research, State of Buyer Personas, Tony Zambito / By

This has been an eventful year.  We are seeing continued growth in the adoption of buyer personas as a means for understanding buyers and customers.  At the same time, the growth is fraught with the perils of buyer personas being misunderstood, mislabeled, and serving as a cover for basic buyer profiling. Each year, since originating …

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Gaining The Attention Of Buyers In A Hyper-Connected World

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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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Goal-Directed Decision Making Drives B2B Buying And Selling

2 Comments / #h2h, B2B Marketing, Buyer Insights Research, Buyer Journey, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buying Behavior, Buying Process, Chief Marketing Officer, Chief Sales Officer, CMO, Content Marketing, customer insights, Customer Journey, customer persona, goal-directed behaviors, goal-directed buying behaviors, goal-directed choice, goal-directed decisions, goal-directed marketing, goal-directed marketing design, goal-directed methodology, human insights, Human-Centered Marketing, Mental Models, modern marketing, persona, personas, Qualitative Research, Tony Zambito, User Insight Research, user persona / By

Business-to-Business thrives on the simple basic principle of buying and selling. With all the hoopla over the past few years regarding digital technologies and social media, it is easy to lose sight of this most basic principle, which has existed for centuries.  The impact of digital and social technologies on the nature of buying and …

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