goal-directed methodology

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

Leave a Comment / 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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State Of Buyer Personas 2016 Survey

Leave a Comment / Buyer Goals, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buyer's Journey, Chief Customer Officer, Chief Marketing Officer, Chief Sales Officer, CMO, CSO, Customer Experience, customer insights, customer persona, goal-directed behaviors, goal-directed marketing, goal-directed methodology, goals, human goals, personas, Qualitative Research, State of Buyer Personas, Tony Zambito / By

This has been an eventful year.  We are seeing continued growth in the adoption of buyer personas as a means for understanding buyers and customers.  At the same time, the growth is fraught with the perils of buyer personas being misunderstood, mislabeled, and serving as a cover for basic buyer profiling. Each year, since originating …

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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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