Persona Buying Cycle

7 Elements Of Customer Understanding The C-Suite Must Master

Leave a Comment / #h2h, B2B Buyer Ethnography, B2B CMO, B2B Customer Ethnography, B2B Ethnography, B2B Marketing, Brand Experience, Buyer Goals, Buyer Insights Research, Buyer Journey, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buyer's Journey, Buying Scenarios, C-Suite, CEO, Chief Marketing Officer, CMO, Consumer Journey, Content Marketing, customer ecosystem, Customer Experience, customer focused, customer futurecasting, Customer Journey, customer persona, customer scenarios, Customer-Centric Marketing, Digital Economy, futurcasting, goal-directed behaviors, goal-directed marketing, Human-Centered Marketing, Mental Models, Path-to-Purchase, Persona-Based Marketing, Qualitative Research, scenarios, Tony Zambito, user persona, user personas / By

Changes in customer and buying behaviors continue to rock the very foundations of many industries.  According to recent surveys by PWC, Forrester, IBM, and McKinsey, disruptive trends in customer and buying behaviors are expected to continue over the next five years.  Many organizations are undergoing digital transformations in order to improve customer interactions, engagement, and …

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How B2B CMOs Can Achieve Customer-Centric Marketing With Buyer Personas

Leave a Comment / #h2h, B2B CMO, B2B Marketing, Buyer Goals, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buyer's Journey, Buying Behavior, Buying Cycle, Buying Process, buying scenario, Chief Marketing Officer, CMO, customer growth, customer insights, Customer-Centric, Customer-Centric Marketing, Digital Economy, goal-directed behaviors, goal-directed marketing, goals, Path-to-Purchase, Persona-Based Marketing, personas, Qualitative Research, Sales Enablement, Tony Zambito, user persona, user personas / By

A recent survey by B2B Marketing, in conjunction with the UK-based agency Tomorrow People, indicated only 38% of marketers considered their content to be “very customer-centric.”  This mirrors findings of other surveys related to content marketing and customer-centric marketing, which consistently hovers in the 35- 40% range of “very customer-centric” or “very effective content marketing.” …

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The 3 Types Of Buying Scenarios Every B2B CMO Must Know

Leave a Comment / #h2h, B2B Marketing, Brand Strategy, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Persona Scenario, Buyer Personas, buying scenario, Buying Scenario Model, Buying Scenarios, Buying Scenarios Planning, Chief Customer Officer, CMO, Content Marketing, Customer Experience, customer insights, customer persona, engagement marketing, goal-directed behaviors, goal-directed buying behaviors, goal-directed decisions, goal-directed marketing, human goals, Human-Centered Marketing, Interaction Scenario Modeling, Market Leader, MArket Research, Path-to-Purchase, Persona-Based Scenario Modeling, Qualitative Research, Tony Zambito / By

The complexities of the evolving and robust global digital economy are introducing new sets of goals and problems for B2B organizations.  Long-tenured B2B companies are seeking ways to adapt and to remain sustainable.  While nimble and digital technology savvy firms are either grabbing larger chunks of market share at a faster rate or are creating …

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The Missing Link Between Business, Marketing, And Customer Strategy: Buyer Personas

1 Comment / #h2h, B2B Marketing, Brand Strategy, Buyer Insights Research, Buyer Persona Blog, Chief Marketing Officer, Chief Sales Officer, CMO, Content Marketing, Content Strategy, customer growth, customer insights, Customer-Centric, Digital Economy, Global Marketing, Market Leader, Market Leadership, Mental Models, Qualitative Research, sales strategy, strategic customer narratives, strategic narrative / By

One significant change in the past few years is the top of mind presence of the customer on the part of CEOs. The mandate of “getting closer to the customer” has never been stronger. Various surveys point to CEOs linking business growth to increasing customer engagement efforts, growing their customer base, and improving customer retention. …

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Stop Business Speak And Simplify Insights To Achieve Customer Centricity

Leave a Comment / #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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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. …

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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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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 …

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CMO 2014: 4 Steps To Rediscovering B2B Brand Equity

2 Comments / Brand Equity, Branding, Buyer Insight, Buyer Insight Research, Buyer Perception, Buyer Persona, Buyer Persona Blog, Buyer Persona Canvas, Buyer Persona Research, Buyer Persona Stories, Buyer Persona Story, Buyer Persona Story Mapping, Buyer Personas, Buying Behavior, Chief Marketing Officer, CMO, Content Marketing, Persona-Based Marketing / By

Having an instantly recognizable brand is the aim of many Chief Marketing Officers and marketing leaders.  It is one of the most elusive trophies to grab in the world of B2B.  Once achieved, there are tremendous advantages.  Gaining such an advantage has become harder to achieve as companies struggle to be heard above the loud …

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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 …

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