Chief marketing officer

Buyer Personas Began with Buyers. It Was Always About People.

Blog, Human Understanding /

How twenty-five years of Buyer Personas led me to Audience Personas, Community Personas, and the emerging discipline of Human Understanding. Twenty-five years ago, I introduced the concept of Buyer Personas because I believed organizations needed a better way to understand the people they served. At the time, marketing was becoming increasingly driven by technology, automation,

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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 /

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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Reset Your Buyer Strategy In COVID-19 Revival

B2B Customer Experience, B2B Marketing, Buyer Goals, Buyer Persona, Buyer Persona Blog, CMO, CSO, Market Strategy /

For many leaders in sales and marketing, the year 2020 will go down in history as one of the most challenging in their careers thus far. The impact of the coronavirus pandemic will represent the most significant disruption in B2B commerce in many decades.  We are witnessing the greatest digital shift of work and commerce

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3 Forces Shaping The Future Of B2B Marketing

1 Comment / B2B CMO, B2B Marketing, Buyer Decisions, Buyer Goals, Buyer Insights, Buyer Insights Research, Buyer Journey, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buyer's Journey, Chief Marketing Officer, CMO, Content Marketing, customer engagement, Customer Experience, customer insights, Customer Journey, customer research, Digital Economy, Digital Transformation, engagement marketing, goal-directed decisions, goals, human insights, Human-Centered Marketing, Ideal Buyer Persona, MArket Research, modern marketing, Persona-Based Marketing, personas, Qualitative Research, Tony Zambito /

Many executives, particularly Chief Marketing Officers, are in constant pursuit of understanding changing buyer behaviors and markets.  Which, for the most part, remains an elusive and challenging endeavor.  In the past ten plus years, we have seen a tumultuous upheaval in both the world of buyers and how marketing is adapting. As business leaders and

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How The Content Illusion Is Leading Marketing Astray In The Era Of Digital Transformation

1 Comment / B2B CMO, B2B Marketing, Buyer Insights Research, Buyer Journey, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buyer's Journey, CEO, Chief Customer Officer, Chief Marketing Officer, CMO, Content Marketing, Content Marketing Effectiveness, Content Strategy, Customer Experience, customer insights, Customer Journey, customer journey mapping, Digital Economy, Digital Transformation, Goal-Directed Buyer Personas, goal-directed marketing, human insights, Market Development, Market Persona Development, MArket Research, persona, personas, Tony Zambito /

In the past five years, the often-unquestioned hymnal has been that to succeed in today’s digital world, businesses must produce content.  Produce high-quality content, yes.  But, produce massive amounts of it to get in front of customers. According to various statistics on the Internet, we are living in a world where every minute over 200

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