Customer Journey

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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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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4 Myths Preventing True B2B Customer Understanding

1 Comment / #h2h, B2B CMO, B2B Marketing, Buyer Decisions, 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 Marketing Officer, CMO, Content Marketing, Content Marketing Effectiveness, Content Strategy, customer engagement, Customer Journey, customer research, Customer-Centric Marketing, engagement marketing, goal-directed behaviors, goal-directed marketing, goals, human goals, Human-Centered Marketing, Ideal Buyer Persona, MArket Research, persona, Persona-Based Marketing, personas, Qualitative Research, scenarios, Tony Zambito / By

There is a big problem when it comes to B2B customer research.  And, most B2B executives may be unable to see or recognize the problem.  The scarier notion is some may not even know it exists. What is this big problem? According to various studies over the years (by credible institutions such as Harvard) regarding …

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Is B2B Content Engagement Heading In The Wrong Direction?

6 Comments / #h2h, B2B CMO, B2B Marketing, Brand Experience, Buyer Goals, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buyer's Journey, Buying Process, buying scenario, Buying Scenarios, Chief Marketing Officer, CMO, Content Marketing, Content Strategy, customer engagement, Customer Journey, Customer-Centric Marketing, goal-directed behaviors, goal-directed marketing, goals, Persona-Based Marketing, Persona-Based Scenario Modeling, personas, Tony Zambito / By

Sometimes more is truly less.  When it comes to the state of B2B content marketing and engagement, this proverb is on the mark.   According to a recent study by Track Maven, one among a few on this topic, shows both B2B and B2C marketers have increased their publishing of content in 2015 by as much …

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How To Lead With Customer-Focused Content

1 Comment / #h2h, B2B Marketing, Brand Experience, Brand Strategy, Branding, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Personas, CEO, Chief Marketing Officer, CMO, Content Marketing, Content Marketing Effectiveness, Content Strategy, customer engagement, customer focused, Customer Journey, Digital Economy, engagement marketing, goal-directed behaviors, goals, Lead Generation, Persona-Based Marketing, Tony Zambito / By

The explosion of content in the digital world is an unprecedented phenomenon just a few could have predicted twenty-five years ago.  Content is ubiquitous in all phases of life and in business.  In fact, it is getting harder and harder to find a slice of time where content is not invading precious personal or business …

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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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