Customer Journey

The Buyer’s Journey Will Transform Into The Buyer’s Quest

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Funnels, stages, paths, journeys, and more labels that suggest some form of a linear line of thinking has dominated marketing and sales for decades.  Whereby the notion of awareness, evaluation, consideration, and the purchase decision is built-in to these views.  In reality, whatever labels have been applied, there are more similarities than differences. As forward-thinking …

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Are Companies Ignoring Their Best Source For Buyer Insights?

2 Comments / B2B Buyer Ethnography, B2B Customer Ethnography, B2B Ethnography, B2B Marketing, Big Data, Buyer Goals, Buyer Insights, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buying Behavior, Customer Experience, customer insights, Customer Journey, Customer-Centric Marketing, goal-directed behaviors, goals, human goals, human insights, Human-Centered Marketing, Tony Zambito / By

In the past few years, the data analytics revolution has continued unabated in the worlds of B2B and B2C.  The rise of data analytics is resulting in increased budgets and staff to account for the volume of data that can now be computed and accessed.  This growth in the volume of data has spawned numerous …

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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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How The Content Illusion Is Leading Marketing Astray In The Era Of Digital Transformation

1 Comment / B2B CMO, B2B Marketing, Buyer Insights Research, Buyer Journey, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buyer's Journey, CEO, Chief Customer Officer, Chief Marketing Officer, CMO, Content Marketing, Content Marketing Effectiveness, Content Strategy, Customer Experience, customer insights, Customer Journey, customer journey mapping, Digital Economy, Digital Transformation, Goal-Directed Buyer Personas, goal-directed marketing, human insights, Market Development, Market Persona Development, MArket Research, persona, personas, Tony Zambito / By

In the past five years, the often-unquestioned hymnal has been that to succeed in today’s digital world, businesses must produce content.  Produce high-quality content, yes.  But, produce massive amounts of it to get in front of customers. According to various statistics on the Internet, we are living in a world where every minute over 200 …

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Rethinking Market Strategy In A Digital Economy

Leave a Comment / 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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