goal-directed choice

The Influence Of Buyer Goals On Content And The Search For Good Ideas

Leave a Comment / #h2h, B2B Marketing, Buyer Decisions, Buyer Goals, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Canvas, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buying Behavior, Chief Marketing Officer, CMO, Content Marketing, Content Marketing Effectiveness, Content Strategy, customer focused, customer insights, customer persona, Global Marketing, goal-directed behaviors, goal-directed choice, goal-directed marketing, human goals, Human-Centered Marketing, MArket Research, Persona-Based Marketing, Qualitative Research, Tony Zambito / By

One of the most under-realized areas of understanding in marketing today has to do with the powerful influences of buyer goals and their goal-directed behaviors.  This is especially true in B2B marketing.  Most notably, in terms of understanding the impact of buyer goals on how buyers conduct informational searches, as well as, gather content and make …

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How CMOs Can Achieve Better Marketing With Goal-Directed Buyer Personas

1 Comment / #h2h, 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, Content Marketing, Content Marketing Effectiveness, Content Strategy, customer insights, goal-directed behaviors, goal-directed buying behaviors, goal-directed choice, goal-directed decisions, goal-directed marketing, goals, human goals, Human-Centered Marketing, MArket Research, persona, Persona-Based Marketing, personas, Qualitative Research, Tony Zambito, user persona, user personas / By

When it comes to buyer personas, the expression “if it were only that simple” certainly applies.  There has been an abundance of advice on how to create buyer personas – simply.  In the past two years alone, there have been numerous articles, postings, books, and templates on how to create buyer personas.  Many professed buyer …

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3 CMO Signals For Sensing Shifts In Buyer Decision Behaviors

Leave a Comment / #h2h, B2B Marketing, Buyer Decision Model, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Persona Scenario, Buyer Personas, Buying Behavior, buying scenario, Buying Scenario Model, Buying Scenarios, Buying Scenarios Planning, Chief Marketing Officer, CMO, Content Marketing, Content Strategy, customer engagement, customer persona, goal-directed behaviors, goal-directed buying behaviors, goal-directed choice, goal-directed decisions, human goals, Human-Centered Marketing, Persona-Based Scenario Modeling, Qualitative Research, scenarios, Tony Zambito / By

The calendar is usually full.  Exercise coming from jogging from one meeting to the next.  Engrossed in the daily demands for time and being in the moment of now.  The now being a crisis or a looming project deadline. The gnawing feeling of something being missed about customers and buyers never going away. The world …

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The Role Of Emotions And Goals In B2B Buying Decisions

2 Comments / #h2h, B2B Marketing, Buyer Decision Model, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Personas, Buying Behavior, Chief Marketing Officer, customer insights, customer persona, engagement marketing, goal-directed behaviors, goal-directed buying behaviors, goal-directed choice, goal-directed decisions, goal-directed marketing, human goals, human insights, Human-Centered Marketing, MArket Research, persona, Persona-Based Marketing, personas, Qualitative Research / By

For most of the past few decades, leading up to the advent of the Internet and digital technologies in the 21st century, there has been an accepted paradigm regarding B2B buying decisions.   This paradigm consisted of an unquestioned notion that B2B buying decisions were disciplined, rigorous, process-based, and rational.   In essence, a prevailing belief B2B …

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How CEOs And CMOs Can Tell The Difference Between Information And Insights

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Many CEOs today, as made evident by recent CEO surveys such as the IBM Annual CEO Survey, are emphasizing improving customer engagement for their corporations.  Realizing one essential priority is building a customer-centered organization able to compete in a fast-moving and dynamic digital economy.  Where holding onto customers in a multi-channel world becomes an important …

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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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The Importance Of Goal-Directed Behaviors To Buyer Personas

3 Comments / #h2h, B2B Buyer Ethnography, B2B Ethnography, 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, Content Marketing, Content Strategy, customer insights, customer narratives, 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, Persona-Based Marketing, Qualitative Research, strategic customer narratives, strategic narrative, user personas / By

In nearly every walk of life, goals are a major influence on what we do, think, feel, and the actions we take on a daily basis. For example, we may decide to skip the fudge brownie desert in light of the health goals we are pursuing. On a much larger scale, goals are at work …

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