Remove behavior work

Tony Zambito

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

Tony Zambito

Compounding the issue today is the prevalent use of the term buyer persona to describe customer segmentation and buyer profiling efforts. The issue I am referring to is the confusion that can surround distinguishing between customer segmentation, buyer profiling, and buyer personas today. Customer Segmentation. Professions.

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Rethinking Market Strategy In A Digital Economy

Tony Zambito

Customer behaviors have significantly shifted in the last decade impacting conventional thinking on the role of marketing and sales and their abilities to connect with customers. We have also seen organizations struggle with how best to adapt to new market dynamics related to customer behaviors and the role of content in reaching customers.

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Goal-Directed Marketing: How Marketers Can Help Buyers Achieve Their Goals

Tony Zambito

Marketing and sales still rely on market segmentation and buyer profiling as it has for the last twenty-five plus years. In B2B commerce, for example, we may have a good idea about segments, roles, key initiatives of organizations, pain points, and criteria related to product specifics as well as purchasing.

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New Approaches To Understand Customers Needed In A Digital Transformation World

Tony Zambito

That is, people are driven by goals and exhibit goal-directed behaviors when engaged in using products or services, as well as, in making purchase decisions. As mentioned in my previous article, the impact of digital transformation is changing the way people conduct business, behave, work, socialize, interact, and perform activities.

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

Tony Zambito

Questions I often receive when working with CMOs specific to B2B. For example, some content marketing pundits believe you should separate out audience personas. This is as opposed to understanding the behaviors of communities and buyers within communities. Invest In Understanding Goals And Behaviors. Let us face it.

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Why Brexit Will Affect The Future Of Global Business Marketing

Tony Zambito

What we can be certain of is that businesses, people, and various types of organizations will undergo a transformation in how they make decisions, exhibit buying behaviors, and recast their goals. Another organization I have had the privilege of working with is Thomson Reuters. Know Your Buyer’s Behaviors – And Thinking.

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The Single Buyer Model: A Dangerous Road Towards Competitive B2B Marketing

Tony Zambito

The single buyer model had worked well right up to the advent of the Internet and email. as examples, have completely erased the barrier to information and allow buyer networks to operate as one and to weigh-in on purchase decisions. Develop a renewed focus on descriptive buyer segmentation based on purchase behaviors.