Tony Zambito
APRIL 17, 2016
It is clear that one of the top challenges facing marketing, especially B2B marketing, is the ability to connect with potential buyers on a personal level. For example, in a survey of 500 marketing professionals by Rapt Media, over 80% stated content personalization as their biggest challenge. We have been down this road before.
Tony Zambito
NOVEMBER 21, 2020
An obvious example is how the event and conference industries were confronted early on with the sudden challenge of no in-person events. This affected further goals downstream. . Challenges. What new challenges do your buyers face? How do they hinder progress? Proliferating now is digital virtual events. Psychology.
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Tony Zambito
OCTOBER 26, 2020
Here is an example qualitative interview response from our Buyer Outlook Study: “We did have ambitious goals for expanding our shared services capabilities both in Europe and APAC. With air travel, conferences, and in-person meetings curtailed, innovation in this area due to COVID-19 will increase. . are being altered significantly.
Tony Zambito
OCTOBER 7, 2018
As segments become more diverse and more personalized, the challenge to be relevant grows. For example, in an engagement study on behalf of a parts manufacturer serving the mining industry, data pointed to a significant drop in certain parts sales over a two-year period. Tribal Understanding Required.
Tony Zambito
OCTOBER 18, 2015
Whereby sales organizations, in particular, went through training on how to adapt to the personalities of individuals in the buying process. Buyer Profiling Is Limited In Ability To Support Personalization. Personalization is an extension of database marketing, whereby attempts are made to differentiate through personalized marketing.
Tony Zambito
DECEMBER 13, 2015
It is yet another example, however, of the search to understand the process of decision-making. For example, when a new technology solution is considered for managing warehouse inventories, the tendency is to see the purchaser going through five, six, or seven neatly defined steps. Steps, Stages, Phases, And Journeys.
Tony Zambito
OCTOBER 4, 2015
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. Goals have much do with personal desired end states and involve a myriad of specific types of goals and sub-goals. They are not the same.
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