Buyer foresight

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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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 Power Of Human-Centered Marketing Begins With Empathy

1 Comment / #HCM, B2B Buyer Ethnography, B2B Ethnography, Buyer Insight, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Personas, Chief Marketing Officer, CMO, Content Marketing, Content Strategy, customer insights, Human-Centered Marketing, Interaction Scenario Modeling, MArket Research, modern marketing, Qualitative Research / By

An emerging truth about the world of digital transformation is the greater the increase in technology, the greater the need to understand humans.  Knowing how technologies and digital transformation are affecting how we work, conduct business, and go about our daily lives will be an imperative businesses cannot ignore.  In essence, it will take human …

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The New Face Of Buyers In The Digital Economy

8 Comments / B2B Buyer Ethnography, B2B Customer Experience, B2B Ethnography, B2B User Demand Generation, B2B User Marketing, Brand Experience, Buyer Foresight, Buyer Insight, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Research, Buyer Personas, Buying Behavior, customer insights, Market Leader, MArket Research, Qualitative Research / By

In the mid-to-late ‘90’s, as the first roots of the Internet began to take hold, Don Tapscott coined the phrase The Digital Economy.  Tapscott’s landmark book is entitled The Digital Economy: Promise And Peril In The Age Of Networked Intelligence.  At the time, it was filled with tremendous foresight.  Much of the perspectives Tapscott offered …

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Story-Driven Insights Drive Growth

Audience Persona, B2B Buyer Ethnography, B2B Ethnography, Buyer Insight, Buyer Insight Research, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Stories, Buyer Personas, Chief Marketing Officer, CMO, MArket Research, Persona-Based Marketing, Qualitative Research / By

We have a problem.  We are being inundated with facts, data, reports, and charts.  In the digital age, instead of reams of paper piled high on a desk, we have megabytes being stored on a hard drive or in the cloud.  The hope is these deeply stored megabytes will give us the analyses and insights …

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D.I.V.E. Deeper: Getting The Most Out Of Your Buyer Personas

2 Comments / B2B Buyer Ethnography, B2B Customer Ethnography, B2B Ethnography, Best Practices, Buyer Foresight, Buyer Insight, Buyer Insight Research, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Persona Story, Buying Behavior, Chief Marketing Officer, Chief Sales Officer, CMO, Content Marketing, CSO, Persona-Based Marketing, Sales Enablement / By

To get the most out of anything worthwhile takes persistence, perseverance, hard work, intuitiveness, and grit.  It is advice we offer to our friends, family, and children.  Often in helpful conversations with marketing and sales leaders, I usually am posed the question of how to get the most out of buyer personas. A common theme …

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Understanding Who Your Buyers Are Is Not Enough

3 Comments / B2B Buyer Ethnography, Buyer Insight, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Research, Chief Customer Officer, Chief Marketing Officer, Chief Sales Officer, CMO, CSO, customer persona, MArket Research, Persona-Based Marketing, Qualitative Research / By

“We need to know who our buyers are.” I hear this often today.  From Chief Executive Officers, Chief Marketing Officers, Chief Operating Officers, and Chief Sales Officers, the confounding question of – Who are our buyers? –  is asked repeatedly.  Even in mature established B2B businesses, this question is often asked.  In fact, more mature …

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How The C-Suite Can Discover Rich Buyer Insights Through Buyer Stories

1 Comment / B2B Buyer Ethnography, B2B Customer Ethnography, B2B Ethnography, Brand Experience, Buyer Insight, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Research, Buyer Persona Stories, Buyer Persona Story, Buyer Persona Story Mapping, Buyer Personas, Chief Marketing Officer, Chief Sales Officer, CMO, CSO, Qualitative Research / By

CEO’s and their C-Suite teams are mired in quantitative data analysis.  Trying to make sense out of dollars and cents.  Uncertainty reigns on how to shape future company strategic direction.  Frustration exists with research consisting of surveys and data analytics only providing a snapshot of customer and market realities.  Recent customer profiling efforts only telling …

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Walk A Mile In Your Buyer’s Shoes With B2B Buyer Ethnography

4 Comments / B2B Buyer Ethnography, B2B Customer Ethnography, B2B Customer Experience, B2B Ethnography, Brand Experience, Brand Strategy, Buyer Insight, Buyer Insights Research, Buyer Perception, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buyer Value Model, Chief Marketing Officer, Chief Sales Officer, CMO, Content Marketing, Content Strategy, CSO, Market Leader, Market Leadership, MArket Research, Qualitative Research / By

It began, as history can best record, as a proverb of the Native American Cherokee tribe.   Which said, “do not judge a man until you have walked a mile in his shoes.”  This proverb had been rephrased, reshaped, and reworded many times as a way to communicate.  What matters though, is the truth of this …

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CMO 2014: Achieve CMO and CEO Alignment With Powerful Insights

B2B Customer Experience, Brand Experience, Buyer Foresight, Buyer Insight, Buyer Insight Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Chief Marketing Officer, CMO, Content Marketing, customer focused, customer growth, Customer Journey, customer retention, Customer-Centric, Market Leader, Market Leadership, MArket Research, Qualitative Research / By

2013 may turn out to be a watershed year.  According to PWC’s (Price, Waterhouse Cooper) annual survey of CEO’s, nearly 65% view building a customer-focused organization as one of their top priorities.  Along with this top priority comes a willingness to invest time and money into developing customer intimacy and expanding their customer bases.   What …

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