Buyer

Elizabeth Holmes the new face of overpromised and underdelivered

Overpromised and Underdelivered Exasperate Buyers

B2B, Brand Experience, Buyer Insight, Buyer Insights Research, Buyer Persona / By

Buyers, consumers, audiences, investors, and voters have all faced, at one time or another, hyperbole.  Where something is hyped, and an overpromised outcome is touted.  That something, underdelivered, can be a product, service, performance, technology, or program. The tolerance level for accepting underdelivered outcomes has been getting lower.  In buyer insights research interviews during the …

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Great Buyer Resignation

The Great Buyer Resignation

Blog, B2B, B2B Sales, Brand Experience, Buyer Insight, Buyer Insights Research, Sales Transformation / By

One of the big stories of the year 2021 and the Covid-19 pandemic has been the “Great Resignation” of workers in many consumer and business sectors.  There are a variety of reasons cited.  Including lack of adequate childcare, health, industries severely impacted by the pandemic, acting upon personal interests, and early retirement.  To name a …

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Helping Buyers To Buy

Is Helping Buyers To Buy Really The Right Mindset?

Buyer Goals, B2B Marketing, B2B Sales, Buyer Insight Research, Buyer Insights, Buyer Mindset, Buyer Persona, Buyer Personas, Buyer Trust, CSO, Goal-Directed Buyer Personas / By

Marketing And Sales Teams Should First Align With An Important Buyer Mindset Before Jumping In Helping Buyers To Buy The phrase – “helping buyers to buy” – has been a new mantra for the past three to five years.  The use of this phrase has picked up steam during the pandemic.  In various webinars, online …

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Buyer Trust

4 Paths To Building Buyer Trust Through Empathy And Humility

Buyer Persona Blog, B2B Marketing, B2B Sales, Buyer Insights, Buyer Persona, Buyer Personas, Buyer Trust, Content Marketing / By

Buyer Trust Is Elusive For Most Marketing And Sales Teams Unless They Can Balance Empathy And Humility Marketing and sales traditionally believe that the path to building buyer trust is by providing answers. Answers to buyer problems and challenges.  In fact, each prime their channels with marketing content or sales guides at the ready with …

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Buyer Aligned

Buyer Aligned Sales Processes Are In Need Of A Redesign To Succeed In A New Era For B2B

Buying Process, B2B Marketing, B2B Sales, Blog, Buyer Enablement, Buyer Insights Research, Buyer Journey, Buyer Persona, Buyer Personas, Goal-Directed Buyer Personas, goal-directed buying behaviors, Tony Zambito / By

B2B Organizations Must Reinvent To Accomplish Buyer-Aligned Strategies Post-Pandemic In the lexicon of business, especially B2B, words and phrases can take on so many different meanings.  That they, in effect, lose their intended purpose after a while.  For instance, you most likely have heard or read something about the buyer-aligned sales process within the past …

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B2B Buyer Content Fatigue Is A Very Real Thing And A Big Problem

1 Comment / B2B Marketing, B2B Sales, Buyer Insight, Buyer Insights, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Personas, Content Marketing, COVID-19, customer insights, Tony Zambito / By

The global COVID-19 pandemic has exacerbated the effect of fatigue on people from all walks of life.  We are feeling pandemic fatigue from vigilant following of guidelines.  Business professionals are burning out from Zoom meeting fatigue.  Our courageous frontline health care workers are nearing collapse from the fatigue of long intense hours.  Single mothers and …

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The Intrepid Buyer

B2B Marketing, B2B Sales, Buyer Enablement, Buyer Insight, Buyer Insights, Buyer Persona, Buyer Persona Blog, Buyer Personas, Tony Zambito / By

When I was a young boy, I was fascinated by the history of the Lewis and Clark Expedition that began in May of 1804.  An exploration to chart and explore the Louisiana Purchase Territory at the behest of President Thomas Jefferson.  Lewis and Clark spent the fall and winter of 1803-1804 in preparation. Requisitioning supplies …

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illustration by Eucalyp

Why The Buyer Transformation Is The Only One That Will Matter By 2020

B2B Marketing, Buyer Decisions, Buyer Insights Research, Buyer Persona Blog, Buyer Persona Development, Buying Behavior, Digital Transformation / By

A hot buzzword during the past couple of years has been digital transformation.  It has branched off a few more in the world of marketing and sales: Martech Transformation Sales Transformation CX Transformation Customer Engagement Transformation I am sure there are more.  At the risk of being a buzz killer, there is something amiss about …

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6 Variables Making Buyer Insights Driven Sales Transformation Critical By 2020

Buyer Insight Research, Buyer Insights, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, customer engagement, Customer Experience, customer insights, Digital Transformation, Sales Transformation / By

For the past few decades, solution-based selling was the dominant theme in building sales organizations.  Solution-selling methodologies and training proved to be a big business.   B2B organizations reworked their sales organization and invested heavily to be more consultative with buyers. B2B entities are finding it hard to let go and prepare for sales transformation in …

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