customer engagement

6 Variables Making Buyer Insights Driven Sales Transformation Critical By 2020

Buyer Insight Research, Buyer Insights, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, customer engagement, Customer Experience, customer insights, Digital Transformation, Sales Transformation / By

For the past few decades, solution-based selling was the dominant theme in building sales organizations.  Solution-selling methodologies and training proved to be a big business.   B2B organizations reworked their sales organization and invested heavily to be more consultative with buyers. B2B entities are finding it hard to let go and prepare for sales transformation in …

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3 Forces Shaping The Future Of B2B Marketing

1 Comment / B2B CMO, B2B Marketing, Buyer Decisions, Buyer Goals, Buyer Insights, Buyer Insights Research, Buyer Journey, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buyer's Journey, Chief Marketing Officer, CMO, Content Marketing, customer engagement, Customer Experience, customer insights, Customer Journey, customer research, Digital Economy, Digital Transformation, engagement marketing, goal-directed decisions, goals, human insights, Human-Centered Marketing, Ideal Buyer Persona, MArket Research, modern marketing, Persona-Based Marketing, personas, Qualitative Research, Tony Zambito / By

Many executives, particularly Chief Marketing Officers, are in constant pursuit of understanding changing buyer behaviors and markets.  Which, for the most part, remains an elusive and challenging endeavor.  In the past ten plus years, we have seen a tumultuous upheaval in both the world of buyers and how marketing is adapting. As business leaders and …

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Rethinking Market Strategy In A Digital Economy

B2B CMO, B2B Customer Experience, B2B Marketing, B2B User Marketing, Brand Experience, Buyer Goals, Buyer Insight, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buyer's Journey, Buying Behavior, Chief Customer Officer, Chief Marketing Officer, CMO, Consumer Journey, Content Marketing, customer engagement, customer insights, Customer Journey, customer journey mapping, customer research, Digital Economy, Goal-Directed Buyer Personas, goal-directed buying behaviors, goals, Human-Centered Marketing, Market Development, Market persona, Market Persona Development, Market Persona Research, Market Personas, Market Strategy, Persona-Based Buyer's Journey, Persona-Based Marketing, Qualitative Research, Tony Zambito, User Insight Research, user persona, user personas / By

The primary course of conversation in the past few years for CMO’s and their marketing teams has centered around customer centricity, customer experience, and content marketing.  For good reasons too.  Customer behaviors have significantly shifted in the last decade impacting conventional thinking on the role of marketing and sales and their abilities to connect with …

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Why Context Is More Important Than Content In Marketing

4 Comments / #h2h, B2B CMO, B2B Customer Experience, B2B Marketing, Buyer Goals, Buyer Insights Research, Buyer Journey, Buyer Persona, Buyer Persona Blog, Buyer Persona Research, Buyer Personas, Buyer's Journey, Buying Behavior, buying scenario, Chief Marketing Officer, CMO, Content Marketing, Content Marketing Effectiveness, customer engagement, Customer Experience, customer insights, Customer Journey, goal-directed behaviors, goal-directed buying behaviors, Human-Centered Marketing, modern marketing, Persona-Based Marketing, Qualitative Research, scenarios, Tony Zambito / By

The transformation to a digital economy has shifted behaviors considerably in the past decade.  Meaning marketers today must account for how to adapt to behavioral shifts caused by the omnipresence of digital and online information. As a for instance, people today have no more than a 7 to 10-second span of attention when online.  Even …

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

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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Are Your Buyer Personas Data Overkill?

#h2h, Audience Development, Audience Persona, B2B CMO, B2B Customer Experience, B2B Marketing, 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, Buying Process, Chief Customer Officer, Chief Marketing Officer, CMO, Content Marketing, Content Strategy, customer engagement, Customer Experience, customer insights, Customer Journey, Customer-Centric, Customer-Centric Marketing, Digital Economy, goal-directed behaviors, Goal-Directed Buyer Personas, goal-directed buying behaviors, goals, MArket Research, Persona-Based Marketing, personas, Qualitative Research, scenarios, Tony Zambito / By

As the concept of buyer personas has crept into the conscious of both B2C and B2B Marketing, so has misguided representations of buyer personas become prevalent.  With many touted frameworks and processes being representative of buyer personas in name only.  These misrepresentations have also led to a tendency to throw everything, including the kitchen sink, …

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5 Ways B2B CMOs Can improve Audience Development With Buyer Persona Research

#h2h, Audience Development, Audience Engagement, B2B CMO, B2B Marketing, Brand Strategy, Buyer Decisions, Buyer Goals, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Persona Scenario, Buyer Personas, Buying Behavior, Buying Scenarios, Chief Customer Officer, Chief Marketing Officer, CMO, Content Marketing, Content Strategy, customer engagement, Customer Experience, customer insights, customer research, goal-directed behaviors, Goal-Directed Buyer Personas, goal-directed marketing, goals, Human-Centered Marketing, MArket Research, Persona-Based Marketing, personas, Qualitative Research, scenarios, Tony Zambito / By

The term, audience development, has become more ubiquitous in the world of marketing.  A recognition of the growing importance of digital content marketing to overall marketing strategies today.  For B2C CMOs, the concept of developing audiences and communities has been an essential core principle for some time. For B2B CMOs, the idea of audience development …

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Overcoming The Content Personalization Challenge With Buyer Persona Research

Audience Development, Audience Persona, B2B CMO, B2B Marketing, Buyer Goals, Buyer Insights Research, Buyer Journey, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buyer's Journey, Chief Marketing Officer, CMO, Content Marketing, Content Strategy, customer engagement, Customer Experience, Customer Journey, customer research, engagement marketing, goal-directed behaviors, goals, human goals, Persona-Based Marketing, personas, Qualitative Research, Tony Zambito / By

It is clear that one of the top challenges facing marketing, especially B2B marketing, is the ability to connect with potential buyers on a personal level.  Recent surveys of marketing professionals by Rapt Media, Forrester, Seismic, SAP, IBM, and others all indicate that content personalization remains the biggest challenge for marketers this year and for …

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