Tony Zambito
MAY 12, 2011
Image via Wikipedia. Without question, while B2B Marketing is focused on developing its new prominence in the early stages of the buying cycle via content strategy and content marketing, B2B Sales is caught flat-footed on how to adapt to changing buyer behaviors. What do these new buying cycles look like?
Tony Zambito
MAY 11, 2011
Image via Wikipedia. This may have been just fine – that is – until buyers have become fairly self-directed in the buying process as well as enabled by the Internet and social technologies. The target buyer title identified and department most likely shifting in a timeframe of six months or less in some cases.
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Tony Zambito
APRIL 17, 2011
Image via Wikipedia. One of the major outcomes of the recent advances in the social age is the resurgence of contextually-based persona development and its’ role in helping to inform as well as shape strategy. How Ready is Your Organization for the New Social Buyer Persona? What is Context? customerthink.com).
Tony Zambito
APRIL 26, 2010
Image via Wikipedia. It also seems that in the concept of buyer personas, there has been misguided efforts to engage in an oversimplified process of creating a composite of many data points. This leads me to the next rule: Rule 7: Avoid Building a Wire Mesh of Data Points When Creating Buyer Personas. .
Tony Zambito
APRIL 28, 2010
Image via Wikipedia. The buyer persona development process has an important rule related to the compass: Rule 9: The Purpose of the Buyer Persona Development Process is to Inform on Goal Centered Customer Strategies. The buyer persona development process is meant to be informing and exploratory.
Tony Zambito
APRIL 29, 2010
Image via Wikipedia. For senior level executives today, the need for a rallying speech of the century may not be that pressing but they need to rally personnel around a deep understanding of customers and buyers like never before. It has been a privilege to tell the story of the 10 rules for creating a buyer persona.
Tony Zambito
APRIL 19, 2010
Image via Wikipedia. This next rule deals with a critical element of buyer persona development that serves executives as they formulate customer strategy: Rule 5: A Buyer Persona Offers Insight into the Unarticulated and Not-So Obvious. At the very least you now know how to order an espresso nonverbally.
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