Business marketing

Unified buyer strategies

From Fragmented to Unified Insight-Driven Buyer Strategies

Buyer Persona Blog, B2B, B2B Marketing, B2B Sales, Buyer Mindset, Buyer Persona, Buyer Personas / By

B2B Leaders Must Develop Unified Approaches to Buyer Strategies and Customer-Centricity Even though the business world is experiencing tumultuous change, B2B’s structure and governance are still very much fragmented.   Hierarchy dominates.  Functions and departments are represented by an elevator button.  Stop at a reception desk of a typical multi-story B2B corporation headquarters, you are likely …

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Buyers preconceived notions

How Business Leaders Can Guard Against Inaccurate Preconceived Notions About Buyers

Buyer Personas, Buyer Insights, Buyer Insights Research, Buyer Mental Model, Buyer Persona, Qualitative Research / By

Challenging Preconceived Notions About Buyers is a Two-Way Street Over the course of many years and just a few years as well, business leaders and organizations can develop preconceived notions about buyers and customers.  In large organizations that have been in existence for decades, preconceived notions can become institutionalized.  Becoming like dogma with multiple stories …

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buyer insights interpreting

Buyer Insights Are a Matter of Interpretation

Buyer Personas, Buyer Insight, Buyer Insights, Buyer Insights Research, Leadership / By

The critical skill of interpreting buyer insights is needed to achieve actionable outcomes A common thread in the many executive-level conversations and interviews I have had in the last twenty years is that of a lack of insights.  Specifically, a lack of insights into their buyers and customers.  The lack of buyer insights is consistently …

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Buyers face endemic new realities

Buyers Are Facing New Endemic Realities

Buyer Personas, Buyer Insight Research, Buyer Insights, Buyer Persona Development, Buyer Persona Research / By

4 Buyer Challenges Can Be Endemic For A Decade For the past two years, we have been living in a state of an enduring COVID-19 pandemic.  New variants have disrupted countries, economies, markets, and industries.  Some detrimentally.  Business buyers have had to navigate new and mounting challenges.  Making planning less predictable.  Uncertainty reigns in business. …

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Global growth buyer mindsets

Understanding a Divergent World of Buyer Mindsets and Decisions

Buyer Personas, Buyer Mindset, Buyer Persona, Growth / By

Regional one size fits all approach can hinder global growth with buyers The ability to implement and execute global growth strategies has become one of the most important jobs of leaders.  A common approach is to apply strategies to different geographic regions of the world.  Slightly modifying based on assumed cultural aspects of how buyers …

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Earn The Right To Gain Buyer Empathy

B2B, B2B Marketing, Buyer Insight Research, Buyer Insights, Buyer Insights Research, Buyer Persona, Buyer Personas / By

The word and the premise of empathy have become quite the buzzword in business and marketing.  Especially so since the advent of and the ongoing COVID-19 pandemic.  There is widespread consensus that having empathy is a good thing.  A must-have to connect with buyers and customers. A place to start for most organizations and individuals …

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The Buyer’s Journey Will Transform Into The Buyer’s Quest

Buyer Insights, Buyer Insights Research, Buyer Journey, Buyer Persona, Buyer Persona Blog, Buyer Personas, Buyer's Journey, Buying Behavior, customer insights, Customer Journey, customer journey mapping, Digital Disruption / By

Funnels, stages, paths, journeys, and more labels that suggest some form of a linear line of thinking has dominated marketing and sales for decades.  Whereby the notion of awareness, evaluation, consideration, and the purchase decision is built-in to these views.  In reality, whatever labels have been applied, there are more similarities than differences. As forward-thinking …

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3 Deep Buyer Insights Must-Haves By The Year 2020

B2B Marketing, Buyer Insight, Buyer Insights, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Research, Buyer Personas, customer insights, Digital Disruption, human insights, Tony Zambito / By

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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