Buying process

5 Reasons For Poor Buyer Personas Steering Marketing In The Wrong Direction

1 Comment / Audience Persona, Buyer Insight, Buyer Insights Research, Buyer Mental Model, Buyer Persona, Buyer Persona Blog, Buyer Persona Canvas, Buyer Persona Development, Buyer Persona Research, Buyer Persona Scenario, Buyer Personas, Buying Behavior, Buying Process, Chief Marketing Officer, CMO, Content Marketing, Content Strategy, customer insights, MArket Research, Mental Models, Persona buying Cycle, Persona-Based Marketing, personas, Qualitative Research / By

This July marks the 13th year since the first drafting of the concept and methodology of buyer persona development.  Notably, in the last three years, we have seen an increase in awareness of buyer personas.  Coinciding with the rise in content marketing, marketers seek to use buyer personas to help guide content strategies and tactics. …

5 Reasons For Poor Buyer Personas Steering Marketing In The Wrong Direction Read More »

The CMO Modern Marketing Guide To Buyer Personas And Buyer Insights Research (Part 3)

1 Comment / B2B Marketing, Buyer Insight, Buyer Insights Research, Buyer Persona, Buyer Persona Development, Buyer Personas, Buying Behavior, Buying Process, Chief Marketing Officer, CMO, Content Strategy, customer insights, customer persona, Lead Management, Market Leader, Market Leadership, MArket Research, modern marketing / By

Part 3: A Closer Look At Modern Marketing Challenges The transformation to a new digital economy has been rapid.  A force of acceleration hit B2B organizations beginning the first decade of the 21st century.  During the past few years, in particular, we have seen the pace of acceleration quicken.  Causing many B2B organizations to either …

The CMO Modern Marketing Guide To Buyer Personas And Buyer Insights Research (Part 3) Read More »

7 Big Questions For B2B Marketing Leaders in 2014

1 Comment / B2B Customer Experience, Best Practices, Brand Experience, Buyer Decision Model, Buyer Insight, Buyer Insights Research, Buyer Journey, Buyer Persona, Buyer Persona Blog, Buyer Persona Research, Buyer Personas, Buying Behavior, Buying Process, Content Marketing, Content Marketing Effectiveness, Content Strategy, Critical Path to Purchase, Lead Generation, Path-to-Purchase / By

The New Year is underway.  The first quarter is nearing an end.  Some of the best-laid plans have already vaporized due to unexpected events.  While some plans are either tracking on-target – or – will be missed.  Each year, B2B business must meet the challenge of our time – keeping up with rapid new developments …

7 Big Questions For B2B Marketing Leaders in 2014 Read More »

Does Your Buyer Persona Look Like A Sales Call Plan?

B2B Buyer Ethnography, Buyer Insight, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buying Process, Chief Marketing Officer, Chief Sales Officer, CMO, CSO, Market Leader, sales effectiveness, Sales Enablement / By

When she blurted it out, it was so on the mark, I just sat there in silence for a few seconds.  We have all had those moments.  Those moments when we think – “why haven’t I thought of that before?” I was engaged in a helpful conversation with an Inc. 500 head of sales in …

Does Your Buyer Persona Look Like A Sales Call Plan? Read More »

Why The Differences Between Buyer Profiling and Buyer Personas Matters

11 Comments / B2B Buyer Ethnography, B2B Customer Ethnography, B2B Customer Experience, B2B Ethnography, Brand Experience, Branding, Buyer Insight, Buyer Insights Research, Buyer Mental Model, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buying Behavior, Buying Process, Chief Customer Officer, Chief Marketing Officer, Chief Sales Officer, Content Marketing, Content Marketing Effectiveness, customer persona, Ideal Buyer Persona, Persona-Based Marketing, Qualitative Research / By

Many marketing and sales executives agree the need to understand buyers today is greater than ever.  Markets and industries in B2B are still trying to figure out the impact of changing buying behaviors.  There is heightened attention in customer acquisition – mainly because it has become a guessing game. What many executives are discovering is …

Why The Differences Between Buyer Profiling and Buyer Personas Matters Read More »

CMO 2014: Is Your Team Executing Content Marketing Or Pitching Content?

2 Comments / B2B Customer Experience, Best Practices, Brand Experience, Branding, Buyer Insight, Buyer Insight Research, Buyer Insights Research, Buyer Perception, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buying Behavior, Chief Marketing Officer, CMO, Content Marketing, Content Marketing Effectiveness, Content Strategy, Qualitative Research / By

The urge is insatiable in B2B.  It is wired in B2B DNA.  To sell.  To market.  To push.  To blitz.  To tell.  To pitch.  To present.  It is like when you turn the key to off on a motor and yet it is still running from the residue fuel and fumes.  To stop takes what …

CMO 2014: Is Your Team Executing Content Marketing Or Pitching Content? Read More »

7 B2B Buying Behavior Trends To Watch In 2014

4 Comments / B2B User Demand Generation, B2B User Marketing, Buyer Insight, Buyer Insight Research, Buyer Perception, Buyer Persona, Buyer Persona Blog, Buyer Personas, Buying Behavior, Buying Process, Chief Marketing Officer, Chief Sales Officer, CMO, Content Marketing, Market Leader, Market Leadership, MArket Research, Path-to-Purchase, Persona buying Cycle, Qualitative Research, sales strategy, User Insight Research / By

Like a runaway train, B2B buyers continue to evolve and reshape their buying behaviors.  Adapting to new channels as well as technologies to solve critical problems, reach goals, and accomplish more.   My conversations with B2B marketing and sales leaders indicating it will be tougher for B2B Marketing and Sales to keep pace in both customer …

7 B2B Buying Behavior Trends To Watch In 2014 Read More »

CSO 2014: The Challenger Buy

Buyer Insight Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Personas, Buying Behavior, Chief Sales Officer, CSO, Market Leadership, Persona-Based Scenario Modeling / By

Every few years, in the sales world, new methodologies come out.  Chief Sales Officers and sales leaders struggle with balancing the hype with worthwhile adoption.  In the past two years, the latest of these is The Challenger Sale based on survey-oriented research conducted by the Corporate Executive Board.   The survey conducted and given to sales …

CSO 2014: The Challenger Buy Read More »

7 Criteria To Ensure Doing The Right Things For Buyer Personas

1 Comment / Best Practices, Buyer Insight, Buyer Insight Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Canvas, Buyer Persona Research, Buyer Persona Scenario, Buyer Persona Stories, Buyer Personas, Buying Behavior, Chief Customer Officer, Chief Marketing Officer, Chief Sales Officer, CMO, Content Marketing, Persona buying Cycle, Persona-Based Marketing, Persona-Based Scenario Modeling, Qualitative Research / By

When we put time, resources, and money into anything we do business-related, it is natural to seek value in return.  Value comes from understanding what are the right things to get done.  How to ensure investment in buyer insight research and buyer persona development adds value is one question I get asked frequently. Doing The …

7 Criteria To Ensure Doing The Right Things For Buyer Personas Read More »

5 Recommendations For Leaving Out-Of-Date Buyer Persona Practices Behind

B2B Customer Experience, Buyer Insight, Buyer Insight Research, Buyer Journey, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buying Behavior, Buying Process, Chief Marketing Officer, Chief Sales Officer, Content Marketing, Customer Journey, Persona-Based Marketing, Qualitative Research / By

Companies today are facing challenges to grow yet must do so in new ways.  Finding optimal effectiveness and efficiency in reaching buyers can be elusive.  Confronted with higher expectations by buyers for quality services, better experiences and seamless integration into their business operations.  These factors have B2B organizations on the hunt for deeper understanding of …

5 Recommendations For Leaving Out-Of-Date Buyer Persona Practices Behind Read More »

FOLLOW TONY ZAMBITO

Twitter Linkedin Envelope Youtube Facebook

Sign Up For News & Updates

Manage Account

Sitemap

© 2021 Tony Zambito, All Rights Reserved