Story Listening

Beyond Predictive Marketing: Planning With Persona-Based Strategic Narratives

#h2h, B2B Buyer Ethnography, B2B Ethnography, B2B Marketing, Brand Strategy, Buyer Foresight, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Canvas, Buyer Persona Research, Buyer Persona Scenario, Buyer Personas, buying scenario, Buying Scenario Model, Chief Marketing Officer, Content Marketing, customer focused, customer insights, human insights, human marketer, Human-Centered Marketing, Lead Management, MArket Research, modern marketing, Persona-Based Marketing, Persona-Based Scenario Modeling, Qualitative Research, scenarios, Story Listening, Storytelling, Tony Zambito / By

In a recent interview, one of the world’s most compelling management consultant, Tom Peters, responded to a question related to what is missing from today’s discussion about management. In classic as well as vintage Tom Peter fashion, he responded: “My real bottom-line hypothesis is that nobody has a sweet clue what they’re doing.” He went …

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The Danger Of A Single View Of Buyers

1 Comment / #h2h, B2B Buyer Ethnography, B2B Marketing, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Persona Scenario, buying scenario, Buying Scenario Model, Chief Marketing Officer, CMO, customer insights, Human-Centered Marketing, ideal buying scenario, MArket Research, Persona-Based Scenario Modeling, scenarios, Story Listening, Storytelling, Tony Zambito / By

Many of us have heard of the term tunnel vision. It is usually described or defined as follows: The tendency to focus exclusively on a single or limited goal or point of view. We have seen extreme points of views in every walk of life. From politics to religion and everything in between we have …

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Why Marketing Leaders Should Embrace Story Listening Before Story Telling

1 Comment / #h2h, Audience Development, B2B Buyer Ethnography, B2B Customer Ethnography, B2B Ethnography, B2B Marketing, Best Practices, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Persona Stories, Buyer Personas, Chief Marketing Officer, CMO, Content Marketing, Content Marketing Effectiveness, customer insights, human insights, Human-Centered Marketing, Market Leader, Market Leadership, MArket Research, Qualitative Research, Story Listening, Storytelling / By

“What I’ve seen is a leader doesn’t start with storytelling, they start with story listening.” –John Maeda, Design Partner, KPCB During the past two years, B2C as well as B2B marketing leaders have heard much about the concept of storytelling in marketing. With the number one challenge facing marketers today being one of connecting with …

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