human insights

buyer insights buyer persona

Put Insights at the Heart of Buyer-Focused Strategies

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Business leaders must aspire for human-centered insights, not just intelligence Many businesses today, in their marketing and sales operations, have an insatiable thirst for data and intelligence about their buyers and customers.  The last two decades have seen a rapid rise in multiple forms of analytics and intelligence applications.  Starting with simplified data software programs …

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Are You Future Intelligent?

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Leaders will need to develop skills to translate AI into intelligence that shapes the future Anticipate, readiness, preparedness, forward-looking, foresee, envision, and predict.  Powerful words with a common thread in leadership.  Leaders in business, politics, arts, culture and civic governing all must possess character, traits, and abilities that these words define as well as imply.  …

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3 Deep Buyer Insights Must-Haves By The Year 2020

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Being relevant today in a digital world filled with millions and billions of interactions per day is one of the greatest challenges facing organizations today.  Both B2B and B2C (and hybrid) are investing in attempts to capture these interactions.  In the form of data and analytics, organizations are hoping to glean informative insights into the …

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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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Beyond Buyer Profiling To Buyer Personification

Leave a Comment / #h2h, B2B Marketing, Big Data, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buyer's Journey, Buying Behavior, Chief Marketing Officer, CMO, Content Marketing, Content Marketing Effectiveness, Content Strategy, Critical Path to Purchase, customer focused, customer insights, Customer-Centric Marketing, Digital Economy, goal-directed behaviors, goal-directed marketing, goals, human goals, human insights, Human-Centered Marketing, modern marketing, Path-to-Purchase, persona, Persona-Based Marketing, personas, Qualitative Research, scenarios, Tony Zambito, user personas / By

Segmentation has been a staple of business marketing and sales for several decades.  The concept of breaking down a potential market or industry into smaller target segments is a standard technique taught in business schools and used by many organizations.  Beginning in the 1980’s and 1990’s, we began to see a shift to individualism.  The …

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