Digital Economy

Confusing Customer Segmentation, Buyer Profiling, and Buyer Personas Harms Marketing

Leave a Comment / B2B Marketing, Best Practices, Buyer Goals, Buyer Insight Research, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Research, Buyer Personas, Buyer's Journey, Buying Behavior, Buying Process, Buying Scenarios, Chief Marketing Officer, Chief Sales Officer, CMO, Content Marketing, Content Strategy, CSO, customer engagement, Customer Experience, customer growth, customer insights, Customer Journey, Customer-Centric, Digital Economy, Goal-Directed Buyer Personas, goal-directed buying behaviors, goal-directed decisions, goal-directed marketing, goal-directed methodology, goals, Human-Centered Marketing, MArket Research, Marketing Experience Design, personas / By

In the 15 years since originating the concept of buyer personas in 2001, there has been one issue that continues to plague fully understanding exactly where, how, and why buyer personas can be beneficial.  Compounding the issue today is the prevalent use of the term buyer persona to describe customer segmentation and buyer profiling efforts.  …

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Why Brexit Will Affect The Future Of Global Business Marketing

Leave a Comment / B2B CMO, B2B Marketing, Brexit, Buyer Goals, Buyer Insights Research, Buyer Persona Blog, Buyer Persona Research, Buyer Personas, Buying Behavior, CEO, Chief Marketing Officer, Chief Sales Officer, CMO, Customer Experience, customer insights, Digital Economy, Global Business Marketing, Global Marketing, Goal-Directed Buyer Personas, goal-directed buying behaviors, goals, Market Leader, Market Leadership, MArket Research, modern marketing, Qualitative Research, Tony Zambito / By

The stunning outcome of Britain’s decisive vote to exit the European Union has caught the political, economic, and business world by surprise.  Creating uncertainty in world financial markets, the future of the European Union, the pace of globalization, how to strategically plan for an eventual exit, and how to prepare for potential risk from this …

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5 Ways B2B CMOs Can improve Audience Development With Buyer Persona Research

Leave a Comment / #h2h, Audience Development, Audience Engagement, B2B CMO, B2B Marketing, Brand Strategy, Buyer Decisions, Buyer Goals, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Persona Scenario, Buyer Personas, Buying Behavior, Buying Scenarios, Chief Customer Officer, Chief Marketing Officer, CMO, Content Marketing, Content Strategy, customer engagement, Customer Experience, customer insights, customer research, goal-directed behaviors, Goal-Directed Buyer Personas, goal-directed marketing, goals, Human-Centered Marketing, MArket Research, Persona-Based Marketing, personas, Qualitative Research, scenarios, Tony Zambito / By

The term, audience development, has become more ubiquitous in the world of marketing.  A recognition of the growing importance of digital content marketing to overall marketing strategies today.  For B2C CMOs, the concept of developing audiences and communities has been an essential core principle for some time. For B2B CMOs, the idea of audience development …

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4 Myths Preventing True B2B Customer Understanding

1 Comment / #h2h, B2B CMO, B2B Marketing, Buyer Decisions, Buyer Goals, Buyer Insights Research, Buyer Journey, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buyer's Journey, Buying Behavior, Buying Process, Chief Marketing Officer, CMO, Content Marketing, Content Marketing Effectiveness, Content Strategy, customer engagement, Customer Journey, customer research, Customer-Centric Marketing, engagement marketing, goal-directed behaviors, goal-directed marketing, goals, human goals, Human-Centered Marketing, Ideal Buyer Persona, MArket Research, persona, Persona-Based Marketing, personas, Qualitative Research, scenarios, Tony Zambito / By

There is a big problem when it comes to B2B customer research.  And, most B2B executives may be unable to see or recognize the problem.  The scarier notion is some may not even know it exists. What is this big problem? According to various studies over the years (by credible institutions such as Harvard) regarding …

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The Emerging Importance Of B2B Ethnography To Buyer Personas

Leave a Comment / #h2h, B2B Buyer Ethnography, B2B Customer Ethnography, B2B Ethnography, B2B Marketing, Big Data, Buyer Decisions, Buyer Goals, Buyer Insights Research, Buyer Journey, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buyer's Journey, Buying Behavior, Buying Process, CEO, Chief Marketing Officer, CMO, Content Marketing, customer focused, customer growth, customer insights, Digital Economy, goal-directed behaviors, goal-directed marketing, goals, Human-Centered Marketing, personas, Qualitative Research, sales effectiveness, Tony Zambito, user persona, user personas / By

Better, deeper, insightful, and well-rounded understanding of customers and buyers is on the top of the list for many CEOs and CMOs today. In recent studies by IBM and other research studies on CEO sentiments, customer insight and understanding are identified as a top focus for CEOs.  A majority of surveys also find a growing concern …

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Beyond Buyer Profiling To Buyer Personification

Leave a Comment / #h2h, B2B Marketing, Big Data, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buyer's Journey, Buying Behavior, Chief Marketing Officer, CMO, Content Marketing, Content Marketing Effectiveness, Content Strategy, Critical Path to Purchase, customer focused, customer insights, Customer-Centric Marketing, Digital Economy, goal-directed behaviors, goal-directed marketing, goals, human goals, human insights, Human-Centered Marketing, modern marketing, Path-to-Purchase, persona, Persona-Based Marketing, personas, Qualitative Research, scenarios, Tony Zambito, user personas / By

Segmentation has been a staple of business marketing and sales for several decades.  The concept of breaking down a potential market or industry into smaller target segments is a standard technique taught in business schools and used by many organizations.  Beginning in the 1980’s and 1990’s, we began to see a shift to individualism.  The …

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Looking At The World Through The Eyes Of Your Buyers

1 Comment / #h2h, B2B Buyer Ethnography, B2B Customer Ethnography, B2B Ethnography, B2B Marketing, Brand Strategy, Buyer Decisions, Buyer Insight, Buyer Insights Research, Buyer Journey, Buyer Mental Model, Buyer Persona, Buyer Persona Blog, Buyer Persona Canvas, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buying Behavior, Buying Scenarios, Chief Marketing Officer, CMO, Content Marketing, Content Strategy, customer focused, customer insights, Digital Economy, goal-directed behaviors, goal-directed buying behaviors, goal-directed decisions, goal-directed marketing, human goals, human insights, Human-Centered Marketing, MArket Research, Persona-Based Marketing, Qualitative Research, Tony Zambito / By

One of my favorite visits as a young person was to the House Of Mirrors at the amusement park.  It fascinated me how the mirrors distorted the way we looked and how they reshaped our faces.  Having fun with facial and body gestures to make myself look even more different. Companies today, if not intent …

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The Pursuit Of Goals Drive Buyer Decisions

Leave a Comment / #h2h, B2B Marketing, Buyer Decisions, Buyer Insights Research, Buyer Journey, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buying Behavior, Buying Process, buying scenario, Chief Customer Officer, Chief Marketing Officer, CMO, Content Marketing, customer engagement, Customer Experience, customer insights, Customer Journey, Digital Economy, goal-directed behaviors, goal-directed buying behaviors, goal-directed decisions, Human-Centered Marketing, Persona buying Cycle, Persona-Based Marketing, Sales Enablement, Tony Zambito / By

Market behavior, in its most simplistic form, is about buying and selling.  As simplistic as it may appear, market behaviors are filled with complex goal-directed behaviors, activities, and choices that ultimately drive buying and selling.  Thus, the imperative for marketers today becomes getting a handle on how buyers do three related things: How do buyers …

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3 CMO Signals For Sensing Shifts In Buyer Decision Behaviors

Leave a Comment / #h2h, B2B Marketing, Buyer Decision Model, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Persona Scenario, Buyer Personas, Buying Behavior, buying scenario, Buying Scenario Model, Buying Scenarios, Buying Scenarios Planning, Chief Marketing Officer, CMO, Content Marketing, Content Strategy, customer engagement, customer persona, goal-directed behaviors, goal-directed buying behaviors, goal-directed choice, goal-directed decisions, human goals, Human-Centered Marketing, Persona-Based Scenario Modeling, Qualitative Research, scenarios, Tony Zambito / By

The calendar is usually full.  Exercise coming from jogging from one meeting to the next.  Engrossed in the daily demands for time and being in the moment of now.  The now being a crisis or a looming project deadline. The gnawing feeling of something being missed about customers and buyers never going away. The world …

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