Path-to-Purchase

7 Elements Of Customer Understanding The C-Suite Must Master

Leave a Comment / #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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Mapping Buying Experiences: Creating Growth Through Aligning With Buyer Goals

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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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How B2B CMOs Can Achieve Customer-Centric Marketing With Buyer Personas

Leave a Comment / #h2h, B2B CMO, B2B Marketing, Buyer Goals, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buyer's Journey, Buying Behavior, Buying Cycle, Buying Process, buying scenario, Chief Marketing Officer, CMO, customer growth, customer insights, Customer-Centric, Customer-Centric Marketing, Digital Economy, goal-directed behaviors, goal-directed marketing, goals, Path-to-Purchase, Persona-Based Marketing, personas, Qualitative Research, Sales Enablement, Tony Zambito, user persona, user personas / By

A recent survey by B2B Marketing, in conjunction with the UK-based agency Tomorrow People, indicated only 38% of marketers considered their content to be “very customer-centric.”  This mirrors findings of other surveys related to content marketing and customer-centric marketing, which consistently hovers in the 35- 40% range of “very customer-centric” or “very effective content marketing.” …

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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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3 Ways CMOs Can Achieve Deeper Insights Into The Customer Journey

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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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Goals Are At The Heart Of Customer Experience And Engagement

1 Comment / #h2h, B2B Customer Experience, B2B Marketing, Brand Experience, Buyer Goals, Buyer Insights Research, Buyer Journey, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buying Behavior, Chief Marketing Officer, CMO, Content Marketing, customer engagement, Customer Experience, customer insights, engagement marketing, goal-directed behaviors, goal-directed marketing, goals, human goals, Human-Centered Marketing, Path-to-Purchase, Persona-Based Marketing, Qualitative Research, Tony Zambito / By

When discussions have turned to the importance of customer experience today, it is easy to quickly think of customer experience (CX) as a touchpoint improvement phenomenon.  Garnering up images of consumers, as well as, B2B buyers happily skipping along a mythical journey to the end of a rainbow.  Coming upon particular resting points and encountering …

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The 3 Types Of Buying Scenarios Every B2B CMO Must Know

Leave a Comment / #h2h, B2B Marketing, Brand Strategy, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Persona Scenario, Buyer Personas, buying scenario, Buying Scenario Model, Buying Scenarios, Buying Scenarios Planning, Chief Customer Officer, CMO, Content Marketing, Customer Experience, customer insights, customer persona, engagement marketing, goal-directed behaviors, goal-directed buying behaviors, goal-directed decisions, goal-directed marketing, human goals, Human-Centered Marketing, Interaction Scenario Modeling, Market Leader, MArket Research, Path-to-Purchase, Persona-Based Scenario Modeling, Qualitative Research, Tony Zambito / By

The complexities of the evolving and robust global digital economy are introducing new sets of goals and problems for B2B organizations.  Long-tenured B2B companies are seeking ways to adapt and to remain sustainable.  While nimble and digital technology savvy firms are either grabbing larger chunks of market share at a faster rate or are creating …

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Intervention: Buyer Personas Are Not A Product Requirements Document

Leave a Comment / #h2h, B2B Marketing, Best Practices, Buyer Insight, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Research, Buyer Personas, Buying Behavior, buying scenario, Chief Marketing Officer, CMO, Content Marketing, Content Marketing Effectiveness, Content Strategy, customer focused, customer insights, customer narratives, customer persona, Customer-Centric, human insights, human marketing, human-centered marketer, Human-Centered Marketing, Path-to-Purchase, Qualitative Research, State of Buyer Personas, strategic narrative, Tony Zambito / By

Product centricity is still kicking dust up in the perfect storm of changing buyer behaviors and transforming digital technologies. The dust up so thick, most organizations believe they may be responding to this perfect storm, yet, everything they do does scream products. A good case in point is what organizations believe they need to do …

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How To Gain Deep Insights Into New Customer Buying Behaviors

Leave a Comment / #h2h, Audience Development, B2B Buyer Ethnography, B2B Customer Ethnography, B2B Ethnography, B2B Marketing, Buyer Insights Research, Buyer Mental Model, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Persona Scenario, Buyer Personas, Buying Behavior, Buying Scenario Model, Chief Marketing Officer, CMO, Content Marketing, Content Marketing Effectiveness, Content Strategy, customer insights, customer narratives, Human-Centered Marketing, Mental Models, Path-to-Purchase, Persona-Based Marketing, Persona-Based Scenario Modeling, Qualitative Research, scenarios, strategic customer narratives, Tony Zambito / By

The digital economy continues to evolve at a fast clip.  New technologies are being introduced nearly every month.   Startups are ascending while long tenured organizations suddenly find themselves on shaky grounds.  New services and product introductions are falling flat.   Making the pursuit of understanding why customers are buying or not buying most difficult for many …

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State Of Buyer Personas 2015 (Survey Results)

Leave a Comment / #h2h, B2B Buyer Ethnography, B2B Customer Ethnography, B2B Ethnography, B2B Marketing, Best Practices, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Personas, Buying Behavior, Chief Marketing Officer, Chief Sales Officer, CMO, Content Marketing, Content Marketing Effectiveness, Content Strategy, Customer Experience, customer insights, customer narratives, Digital Economy, human insights, Human-Centered Marketing, modern marketing, Path-to-Purchase, Qualitative Research, State of Buyer Personas, strategic customer narratives, strategic narrative, Tony Zambito / By

It is now nearly fourteen years since the first-ever buyer persona development methodology was first created specifically for sales and marketing. For trivia and history buffs, Harcourt Education in 2002, a division of Reed Elsevier at the time, was the first organization to ever use research-based buyer personas for marketing and sales. How far we …

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