Customer-Centric Marketing

Study Confirms Importance Of Qualitative Research To Success With Buyer Personas

1 Comment / B2B CMO, B2B Marketing, Buyer Goals, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buying Behavior, Chief Customer Officer, Chief Marketing Officer, CMO, customer insights, Customer-Centric Marketing, goal-directed behaviors, goal-directed marketing, goals, MArket Research, personas, Qualitative Research, sales strategy, State of Buyer Personas, Tony Zambito / By

A recent survey conducted by Cintell*, entitled 2016 Benchmark Study On Understanding B2B Buyers, indicates that high performing organizations utilized qualitative research for their buyer personas.  The study focused entirely on the use of buyer personas for understanding B2B buyers. Findings also found that 70% of companies who missed their revenue goals did not conduct …

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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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How B2B CMOs Can Achieve Customer-Centric Marketing With Buyer Personas

#h2h, B2B CMO, B2B Marketing, Buyer Goals, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buyer's Journey, Buying Behavior, Buying Cycle, Buying Process, buying scenario, Chief Marketing Officer, CMO, customer growth, customer insights, Customer-Centric, Customer-Centric Marketing, Digital Economy, goal-directed behaviors, goal-directed marketing, goals, Path-to-Purchase, Persona-Based Marketing, personas, Qualitative Research, Sales Enablement, Tony Zambito, user persona, user personas / By

A recent survey by B2B Marketing, in conjunction with the UK-based agency Tomorrow People, indicated only 38% of marketers considered their content to be “very customer-centric.”  This mirrors findings of other surveys related to content marketing and customer-centric marketing, which consistently hovers in the 35- 40% range of “very customer-centric” or “very effective content marketing.” …

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Beyond Buyer Profiling To Buyer Personification

#h2h, B2B Marketing, Big Data, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buyer's Journey, Buying Behavior, Chief Marketing Officer, CMO, Content Marketing, Content Marketing Effectiveness, Content Strategy, Critical Path to Purchase, customer focused, customer insights, Customer-Centric Marketing, Digital Economy, goal-directed behaviors, goal-directed marketing, goals, human goals, human insights, Human-Centered Marketing, modern marketing, Path-to-Purchase, persona, Persona-Based Marketing, personas, Qualitative Research, scenarios, Tony Zambito, user personas / By

Segmentation has been a staple of business marketing and sales for several decades.  The concept of breaking down a potential market or industry into smaller target segments is a standard technique taught in business schools and used by many organizations.  Beginning in the 1980’s and 1990’s, we began to see a shift to individualism.  The …

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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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