Marketing Experience Design

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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Mapping Buying Experiences: Creating Growth Through Aligning With Buyer Goals

#h2h, B2B Buyer Ethnography, B2B Ethnography, B2B Marketing, Big Data, 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, Chief Marketing Officer, CMO, Customer Experience, customer growth, customer persona, goal-directed behaviors, goal-directed marketing, goals, human goals, Human-Centered Marketing, MArket Research, Marketing Experience Design, Path-to-Purchase, persona, Persona-Based Scenario Modeling, Qualitative Research, scenarios, Tony Zambito / By

Engaging new buyers and repeat customers are the lifeline to achieving growth.  While the context of these fundamental challenges has changed via digital technologies, they nevertheless are constant pressures.  Recent surveys of CEOs by IBM, PWC, and KPMG all point to major concerns and priorities in expanding the lifeline to growth. Creating distinctive and engaging …

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3 Ways CMOs Can Achieve Deeper Insights Into The Customer Journey

#h2h, 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 Behavior, Chief Marketing Officer, CMO, Consumer Journey, Consumer Persona, Consumer-Centric Marketing, Content Marketing, Content Strategy, Critical Path to Purchase, customer engagement, Customer Experience, customer insights, Customer Journey, customer persona, Customer-Centric Marketing, engagement marketing, goal-directed behaviors, goal-directed marketing, goals, MArket Research, Marketing Experience Design, Path-to-Purchase, persona, Persona-Based Marketing, Qualitative Research, Tony Zambito / By

As CMOs look ahead, gaining greater clarity into how buying behaviors are changing is becoming one of their most important aims.  Never more pressing as digital channels expand and become more immersed in the conduct of commerce.  At the same time, the ability of marketing to influence and support the entire customer lifecycle continues to …

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Stop Business Speak And Simplify Insights To Achieve Customer Centricity

#h2h, B2B Marketing, Best Practices, Buyer Foresight, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Canvas, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buying Behavior, Chief Customer Officer, Chief Marketing Officer, CMO, Content Marketing, Content Strategy, Customer Experience, customer focused, customer insights, customer narratives, customer persona, Customer-Centric, Digital Economy, human insights, Human-Centered Marketing, Marketing Experience Design, persona, Persona-Based Marketing, personas, Qualitative Research, State of Buyer Personas, strategic customer narratives, strategic narrative, Tony Zambito, user personas / By

Many executives today are struggling in two areas.  One is in formulating strategies designed to help their organization stand out in a crowded field.  The second is in creating an enterprise adept with deep customer insights and understanding, which translates into obsessed customer focus.  When struggling in these two areas, executives and their organizations can …

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7 Big Questions For B2B Marketing Leaders in 2015

1 Comment / #h2h, B2B Marketing, Brand Experience, Buyer Insights Research, Buyer Perception, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Personas, Buying Behavior, Chief Marketing Officer, CMO, Content Marketing, Content Marketing Effectiveness, Content Strategy, Customer Experience, customer insights, Customer-Centric, Digital Economy, human insights, Human-Centered Marketing, Market Leader, Market Leadership, Marketing Experience Design, modern marketing, persona, Persona-Based Marketing, Qualitative Research, Tony Zambito / By

Another year and more questions facing B2B Marketing Leaders. We are faced with a rapidly changing digital economy and evolving buyer behaviors. Challenging the best plans and intentions drawn up for 2015.  Each year begets a new set of questions, which confront B2B organizations and B2B Marketing Leaders. Let us take a look at 7 …

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