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Design thinking


In our days, design becomes the cornerstone of digital transformation projects. design takes its leading role not only in addressing client-facing problems but also in humanizing and simplifying complicated structures and technology infrastructures. Human-centered innovation begins with developing an understanding of users’ unmet or unarticulated needs. Like this post?

Overcoming The Content Personalization Challenge With Buyer Persona Research

Tony Zambito

Projects often afflicted in an analogous way like troublesome commercial real estate development.  To get at the core of overcoming the content personalization challenge today, organizations will need to develop a  deeper understanding of buyers and customers.  Buyer Persona Research. Nor are they informed on essential design principles related to technology. by icon 54.

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

Tony Zambito

Whereby companies were beginning to feel the effect of attempts to grow through content without first attending to the heart of the matter: designing digital interactions, environments, and systems. Here are a few ways The Content Illusion is causing misguidance: 1 – Designing Digital Interaction. Illustration by Hea Poh Lin. Produce high-quality content, yes.  Why An Illusion.

Is Your Organization Ready For Market Strategy In A Digital Economy?

Tony Zambito

Sparking rapid forms of innovations and turning existing markets upside down with new market rules and design.  The upstart Number 26 Bank ( N26 ) is aiming to further disrupt banking with a digital service designed entirely for mobile.  Community Preparedness by Iconathon. Well before the impact of the next tidal wave of change hits with full force. How Companies Get Ready.

B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. are recommending to our clients is messaging designed outside your. great example is Moz’s Web Developer’s SEO. Reference content can include research, surveys and guides. Spectrum of Marketing Initiatives With so much advancement in vendor solutions designed to support and. Look for.

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

Tony Zambito

For example, accounting software designed for independent accountants who consult can include segments of independent accountants and accounting firms.  Similarly, we are seeing previously called profiling-based win/loss interviewing approaches now being called buyer persona research. Thus the need for using skilled qualitative research to uncover implicit reasoning and thoughts.

Rethinking Buyer Personas In An Era Of Digital Transformation

Tony Zambito

One means for the last sixteen years to understand customers and buyers have been the use of buyer persona development.  It is time to rethink buyer persona development in this new era of digital disruption. Developing a deeper understanding of customers has been and is becoming a stronger strategic aspect of growth.  by Louis Prado. Understanding Customers Has Changed. Why? .

Mapping Buying Experiences: Creating Growth Through Aligning With Buyer Goals

Tony Zambito

Including experience mapping, journey mapping, ethnographic research, design thinking, and customer co-design.  In consumer-driven marketplaces, some of these approaches have been used successfully to reshape overall customer experiences. Engaging new buyers and repeat customers are the lifeline to achieving growth. Understanding Buyer Interactions Matter. Aligning With Goals.

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Beyond Buyer Profiling To Buyer Personification

Tony Zambito

And, began the era of marketing fulfilling the role of going beyond just brand advertising, but also building awareness and enabling buyers to research solutions. When Alan Cooper originated the concept of (goal-directed) personas for user-centered design in the 1990’s, it coincided with the publishing of The Digital Economy by Don Tapscott. by Evan Shuster.

B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. are recommending to our clients is messaging designed outside your. great example is Moz’s Web Developer’s SEO. Reference content can include research, surveys and guides. Spectrum of Marketing Initiatives With so much advancement in vendor solutions designed to support and. Look for.

AG Salesworks Launches Sales Development Certification Program

Sales Prospecting Perspectives

The AG Salesworks brand represents predictable, efficient, positive, and impactful sales development. December 17, 2015 – AG Salesworks , the industry’s first sales development certification offering designed to better serve and educate sales development professionals, today announced the availability of its training curriculum. Marlborough, Mass. About AG Salesworks.

The Design of Content Marketing

Tony Zambito

What is becoming more evident each year is that organizations need to move from thinking about which forms and media to use to employing experience design thinking into content creation.    Content creation, without experience design thinking, is prone to the former versus the later.  Image by neonihil via Flickr.   Where should content marketing start then? 

How Understanding The Goals And Intent Of Buyers Can Transform Marketing

Tony Zambito

Leading to more effective online engagement, content design, and sales conversations. This is also an important principle behind buyer insights research and buyer persona development.  spoke recently with a CMO from a high tech company and here was his perspective on this: “We recently spent a lot of time on developing a buyer’s journey view of our customers. 

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Designer 101: The User Experience Design Umbrella

EMagine B2B Blog

This post is the beginning of a new Web Design series written by our Senior UX Designer, Fallon Boegmann. Who is your designer, really? The age-old idea of a traditional designer is vastly outdated; today there are numerous experts in the field, each focusing on different aspects of design: visual layout, user’s point of view, or with the product in mind. Enjoy!

B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. are recommending to our clients is messaging designed outside your. great example is Moz’s Web Developer’s SEO. Reference content can include research, surveys and guides. Spectrum of Marketing Initiatives With so much advancement in vendor solutions designed to support and. Look for.

The Telltale 8% Drop In Content Marketing Effectiveness

Tony Zambito

These mirror my own findings in conducting qualitative buyer persona research interviews directly with buyers the past two years.  In one such buyer interview, an executive handed me a folder, rubberbanded. The Forrester report, as well as others, alludes to this problem.  I have seen it in my own qualitative buyer research. by Aha-Soft. Buyers Are Saying The Same.

Technology Marketers Hold Steady With Content Marketing [Exclusive Research]

Junta 42

They usually require a lot of time to develop an in-depth understanding of the products and services their company offers to be able to craft content that’s easy for their audiences to grasp. Respondents report improved effectiveness for every content tactic they are using (except research reports). If you’re a technology marketer, do your experiences align with the research findings?

How to Develop a Comprehensive B2B Marketing Strategy

Sales Prospecting Perspectives

It''s time to dive into developing a comprehensive marketing strategy. It is essential to communicate with and involve your sales team in your strategy development process; the members of the sales team are your primary customer and your success hinges on theirs, making it crucial to ensure marketing and sales are on the same page. Third party experts or customers as presenters.

10 Reasons to Develop a B2B Blogging Strategy

KoMarketing Associates

Matched with keyword research , develop an editorial calendar that tackles topics related to keyword strategy that your site’s SEO strategy is lacking visibility for. 2.) Provide thought leadership in support of business development initiatives. These posts can often be used in reference, before or after business development discussions. 4.) Final Thoughts.

The Emerging Importance Of B2B Ethnography To Buyer Personas

Tony Zambito

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 for both establishing and retaining customer loyalty in today’s digital marketplaces. Buyer Research Intent Requires Change. Redefining The Meaning Of Buyer Understanding.

Applying Growth-Driven Design to Ecommerce Websites


The use of Growth-Driven Design (GDD) is an effective, dynamic marketing approach. Unlike traditional web design, which can be hypothesis-based and largely static, GDD is dynamic, evolutionary, and implemented based on real feedback and user data. Implementing Growth-Driven Design processes is an effective way to ensure that this always happens. Analyze and Develop.

How to Hire a Designer to Help With Content Marketing


While you can launch a website and make do with doing your own design work for a while (and maybe one of your salespeople can lay out a data sheet), at some point, it simply makes good business sense to hire a designer. Let’s take a closer look at the biggest issue: how design affects your website. Bad design hurts your bottom line. Bad design costs you traffic, too.

UX Design & Digital Storytelling: Why Story Is Central to User Experience


This post, UX Design & Digital Storytelling: Why Story Is Central to User Experience , written by Ashley Taylor Anderson , appeared first on Ceros Blog - Interactive Content Marketing & Design Tips. What does this anecdote have to do with UX design? A lot, actually. Source:  Designed by Freepik. Source:  Designed by Freepik. Source:  Designed by Freepik.

Informing Content Strategy with Buyer Persona Development

Tony Zambito

  Buyer persona development is a methodology for informing strategy.    Buyer research insight : buyer persona development, done via sound qualitative means, can reveal illuminating insight into what buyers are actually researching for in the buying process.    Knowing what buyers are researching for determines what should be produced.

State Of Buyer Personas 2016 Survey

Tony Zambito

This is where I need your help.  I am looking for marketing and sales leaders in business organizations who have thought about or implemented buyer persona development. In 2015, we have seen greater usage and the introduction of cloud-based platforms designed to automate buyer persona management.  by Johan H. W. Basberg. There has been much content propagated on buyer personas. 

Lessons in Story Design from Pixar’s Creative Team


This post, Lessons in Story Design from Pixar’s Creative Team , written by Ashley Taylor Anderson , appeared first on Ceros Blog - Interactive Content Marketing & Design Tips. recently had the chance to explore the behind-the-scenes process that goes into Pixar filmmaking at the Cooper Hewitt Museum’s Pixar: The Design of Story exhibit. Key Story Design Takeaways.

13 Key Website Design and Development Areas to Bring in Business

Hinge Marketing

When it comes to website design and development, professional services firms that commit these common lapses hurt their ability to compete and engage its audiences. Let’s examine 13 make-or-break areas when it comes to website design and development. According to our research , 80.8% of prospective buyers visit a firm’s website at some point during the buying process.

3 Ways CMOs Can Achieve Deeper Insights Into The Customer Journey

Tony Zambito

by Vica Design. When the concept of customer experience burst onto the business world in the late ‘90’s, a natural extension became customer journey mapping.  In fact, the first large scaled buyer persona development initiative ever done was accompanied by detailed customer journey mapping in 2002. That is if personas are authentically researched, developed, and mapped to goal-directed behaviors and decisions. 2. As CMOs look ahead, gaining greater clarity into how buying behaviors are changing is becoming one of their most important aims. Fundamental Flaw.

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

Tony Zambito

In this same survey mentioned above, it was found 50% or more of marketers surveyed have not engaged in researching and creating buyer personas for their marketing efforts. Although the concept of buyer personas were founded nearly 14 years ago, the maturity of buyer persona development as a means to achieve customer-centric B2B marketing has some ways to go. by Matt Brooks.

How To Prioritize Your List of SEO Keyword Research

KoMarketing Associates

Developing a list of good keyword opportunities can be both time consuming and challenging. Keyword targets that need to be integrated into new, or to-be-developed content marketing assets. Successful application of SEO keyword research means matching content with the potential search intent of the user. Wikipedia entry (research-oriented). Probably not. Final Thoughts.

7 Current Design Trends Every Marketer Should Know


Truthfully, not all of us have the best design chops -- but that doesn''t mean we should be in the dark about the latest design trends. While Luckily, it''s easy to save yourself from feeling lost in the next design project you''re collaborating on -- you''ve just got to do your homework. This article is a great place to start your research. Design

Buyer Decisions Are Not What You Think

Tony Zambito

Nobel-prize winning research in the fields of psychology and sociology have proven people, and buyers within organizations, are not fully rational when it comes to decision-making.  A contributing element, found in behavioral research, is people (buyers) having the capacity to only retain a small amount of information to use specifically for decision-making. by Gregor Črešnar.

The sneaky method BuzzFeed uses to win the market research game

grow - Practical Marketing Solutions

In short, BuzzFeed has won the market research game: demographic information, complex psychographic data, location, and browsing history, all at its fingertips. The developers were caught, sternly reprimanded, and fined…nothing. The FTC simply told the “Brightest Flashlight” developers to delete the data they’d collected. By Kerry Gorgone, {grow} Contributing Columnist.

Right vs. Wrong – B2B Sales People and Additional Thoughts About the SiriusDecisions B2B Buyer Research


Citing sources from their own research and that of Forrester and Corporate Executive Board (CEB ) that show how the majority of B2B buying cycles are self-driven, digital endeavors, Sirius then showed additional research that said these research backed statements – including their own –  may not be completely accurate. However, they are all about the buyer.

Best Social Media and Digitial Marketing Research and Statistics of 2011, Part 1


Get the details behind these stats and many, many more here in more than 40 of the best articles and blog posts about social media, search, budgeting and digital marketing research, facts and statistics of 2011 so far. Social Media Stats, Facts and Research Does Facebook Need To Build A Search Engine? Large Enterprise Social Media Research, Facts and Statistics Inc. Oh yeah.

Taking a digital first approach to brand development: 3 key considerations

CMO Essentials

With mobile devices now commonplace and wearables on the rise, brands must think about how an integrated brand experience renders in these environments.   If your website does doesn’t have responsive design, for example, you run the risk of losing customers from a disjointed or unmanageable mobile experience. We’ve already excelled past the need for just a website. year-over-year, vs. a 0.3%

Buyer Personas Require Qualitative Research and Contextual Inquiry

Tony Zambito

Buyer Persona Development and the qualitative research methodology applied to creating buyer personas have proven to be an effective means for B2B organizations to reach a deeper understanding of their buyers.    Buyer persona development methodology is at its core a research methodology.  The Design of Content Marketing. Image by XXC via Flickr.

Data Storytelling 101: Helpful Tools for Gathering Ideas, Designing Content & More


From data collection to design, this roundup of resources is designed to make it easy for anyone to get started with data storytelling. Download this free guide and learn to design enticing charts and graphs that are easy to understand. Pew Research : Public opinion polls, demographic research, media studies, social and political trends. Tools for Design.

11 Brilliant Tools for Organizing, Developing & Sharing Your Ideas


most often use it for organizing research and interview notes, drafting blog posts and ebooks, saving articles to read later, and storing important information -- like my favorite code snippets -- for easy access. John Halko, mechanical design lead at prototyping company Oat Foundry, uses XMind to “organize everything from business strategies to product needs and specifications.”.