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How To Gain Deep Insights Into New Customer Buying Behaviors

Leave a Comment / #h2h, Audience Development, B2B Buyer Ethnography, B2B Customer Ethnography, B2B Ethnography, B2B Marketing, Buyer Insights Research, Buyer Mental Model, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Persona Scenario, Buyer Personas, Buying Behavior, Buying Scenario Model, Chief Marketing Officer, CMO, Content Marketing, Content Marketing Effectiveness, Content Strategy, customer insights, customer narratives, Human-Centered Marketing, Mental Models, Path-to-Purchase, Persona-Based Marketing, Persona-Based Scenario Modeling, Qualitative Research, scenarios, strategic customer narratives, Tony Zambito / By

The digital economy continues to evolve at a fast clip.  New technologies are being introduced nearly every month.   Startups are ascending while long tenured organizations suddenly find themselves on shaky grounds.  New services and product introductions are falling flat.   Making the pursuit of understanding why customers are buying or not buying most difficult for many …

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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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The State Of Buyer Personas 2015 Survey

Leave a Comment / Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Personas, customer insights, Human-Centered Marketing, MArket Research, Tony Zambito / By

I could use your help. For the past few years, I have put together an annual perspective on the State of Buyer Personas.   This coming year, I will welcome responses to a comprehensive survey to include in this perspective. It is hard to believe nearly thirteen years have passed since founding the concept of buyer …

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How Context Influences Good Content

3 Comments / #h2h, Audience Development, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Personas, Chief Marketing Officer, Content Marketing, Content Marketing Effectiveness, Content Strategy, customer insights, human insights, Human-Centered Marketing, Market Leader, Qualitative Research / By

Major themes running through marketing and sales since 2012 has been companies are increasing spending in content marketing. Several surveys in 2014, including those from the Content Marketing Institute and eMarketer, show up to 70% or more of marketers plan to increase spending in content marketing. This is despite recent surveys and reports, such as …

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The Importance of Understanding Context Before Jumping To Solutions

5 Comments / #h2h, B2B Marketing, Buyer Insight, Buyer Insights Research, Buyer Perception, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Scenario, Buyer Personas, Buying Behavior, Chief Marketing Officer, CMO, Content Marketing, CSO, customer insights, customer persona, human insights, Human-Centered Marketing, MArket Research, persona, Qualitative Research, sales effectiveness, Sales Enablement / By

We cannot wait to offer solutions. We have the thirty-second elevator pitch, content marketing, presentations, lead generation, demand generation, sales training, and sales enablement. All designed to be proficient at offering solutions. Some companies can reach a fervent pitch with their marketing and sales in seeking to tell people or companies they have the solution. …

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Humanize Your Brand With Buyer Personas

1 Comment / #h2h, B2B Buyer Ethnography, B2B Customer Ethnography, B2B Ethnography, B2B Marketing, Brand Experience, Buyer Insight, Buyer Insights Research, Buyer Mental Model, Buyer Perception, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Persona Scenario, Buyer Persona Stories, Buyer Personas, Buying Behavior, Buying Scenario Model, Chief Marketing Officer, Content Marketing, Content Strategy, Customer Experience, human makreter, human marketing, Human-Centered Marketing, MArket Research, Mental Models, persona, Persona-Based Marketing, personas, scenarios / By

You cannot fake it. You should not even try. What am I talking about? We have plenty of efforts these days focused on humanizing in B2B Marketing.  Which I believe is most definitely a good thing.  However, we also have more savvy and knowledgeable customers and buyers in the digital age.   And, one thing I …

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4 Things Buyer Personas Are Not

1 Comment / Audience Persona, B2B Marketing, Buyer Insights Research, Buyer Mental Model, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Persona Scenario, Buyer Personas, Buying Process, Content Marketing, Content Strategy, customer insights, Interaction Scenario Modeling, Persona-Based Marketing, personas, Qualitative Research / By

When products or services look similar, are called by similar names, or represented to be the same as, this can lead to confusion.  When it comes to buyer personas, this is more common than it should be.  In helping several B2B organizations directly or in advising recently, I have noticed the confusion become more prominent. …

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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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4 Principles For A Human-Centered Approach To Personas in Marketing

Leave a Comment / #h2h, B2B Marketing, Buyer Insight, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Research, Buyer Personas, Buying Process, Chief Marketing Officer, CMO, Content Marketing, customer insights, customer persona, human makreter, human marketing, Human-Centered Marketing, modern marketing, persona, Persona-Based Marketing, personas, Qualitative Research, user persona, user personas / By

Often studied in psychology, is the phenomenon of what people say and do is not always what they mean.  Lurking in the sub-conscious as well as on conscious levels are guarded perceptions, defense mechanisms, mental images, prejudices, and etc.  Often needing in-depth qualitative studies in social psychology to determine how groups of people think, behave, …

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4 Ways To Make Complex Marketing Human-Centered

1 Comment / Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Personas, customer persona, human marketing, Human-Centered Marketing, modern marketing, Persona-Based Marketing, user persona, user personas / By

As more and more businesses undergo digital transformation, we see more investments pouring into digital technologies.  The aim is to be omnipresent and somehow, someway – get a corner of mindshare with buyers.  What organizations risk is this – the more they automate, the more they become less humanized with their customers. It is a …

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