Buyerology Trend: Think Buyer Decision Model vs. Buyer Journey

Tony Zambito

This is the fifth in a series of articles looking at buyer trends that will influence marketing and sales in the near and foreseeable future.    We explored so far experience creation , BIG insights , demand fulfillment , and buyer networks. 

3 Forces Shaping The Future Of B2B Marketing

Tony Zambito

Many executives, particularly Chief Marketing Officers, are in constant pursuit of understanding changing buyer behaviors and markets. In the past ten plus years, we have seen a tumultuous upheaval in both the world of buyers and how marketing is adapting. That is – buyer decisions.

Pursuit Of Goals Drive Buyer’s Journey

Tony Zambito

Customer Journey by Rafael Garcia Motta. Buyer’s Journey Is A Pursuit. The idea of understanding the process by which buyers make choices and decisions has been around for quite some time. Goals Drive The Buyer’s Journey.

Reboot Buyer Insights To Drive B2B Growth

Tony Zambito

The scale of disruption will mean the B2B buyer and seller dynamic will continue to be rocked. It is safe to say that no industry or B2B markets will go without some form of disruption affecting buyers and buying behaviors. You Have An Internal View Of The Buyer’s Journey.

Rethinking Market Strategy In A Digital Economy

Tony Zambito

The primary course of conversation in the past few years for CMO’s and their marketing teams has centered around customer centricity, customer experience, and content marketing. Affecting how individuals make choices and decisions with organizations, as well as, personal consumer choices.

New Buyer Insights Needed To Unlock Growth In An Era Of B2B Digital Transformation

Tony Zambito

A new era of business will develop in the next 10 years that will fundamentally change how organizations work, conduct business transactions, and establish relationships. Such transformation will also redefine what it means to acquire buyer insights.

CMO Spotlight: Raja Rajamannar, CMO, Master Card  

LEADership

When worldwide CMO of MasterCard, Raja Rajamannar joined the company in July 2009, he faced the question that many senior executives in a similar position have to answer—“How do you decide what stays, what goes out?” Buyer insights are not enough—you need human understanding.

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New Approaches To Understand Customers Needed In A Digital Transformation World

Tony Zambito

Per recent surveys by IBM, KPMG, and Gartner, you will find that more than half of CEOs surveyed believe their organizations will be significantly transformed by digital-centric globalization. This applies to buyer persona development today. Illustration by Nikita Kozin.

Power Account-Based Marketing With Buyer Insights

Tony Zambito

For example, if an organization adopted Miller Heiman, sales began their efforts with filling out as much of the “blue sheets” as possible. An outgrowth of this approach led to many organizations creating major account, national account, and global account sales teams.

7 Elements Of Customer Understanding The C-Suite Must Master

Tony Zambito

Many organizations are undergoing digital transformations in order to improve customer interactions, engagement, and understanding. Organizations should strive to develop buyer personas , user personas, and customer personas. 4 – Customer Journey Mapping.

Overcoming The Content Personalization Challenge With Buyer Persona Research

Tony Zambito

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. The majority of content today is not hitting the mark with buyers and customers. Buyer Persona Research. by icon 54.

Why being a CMO is better than being a CEO?

Seismic

The struggles behind how to attribute credit to marketing , high rates of turnover in the position, and difficulty creating proper expectations lead to the belief that being a CMO is a shaky ground to stand on. When I joined Seismic, I had never been the CMO before.

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How Understanding The Goals And Intent Of Buyers Can Transform Marketing

Tony Zambito

People and professionals in organizations can have different intentions while working towards the accomplishment of organizational, as well as, individual goals. Primarily, it helps with making sense of the tasks and activities buyers perform. Transformation by Yu Luck.

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

Tony Zambito

Leaving the content dilemma facing many organizations – how to stand out? To me, that is what content marketing can become for some organizations. The focus on content has led organizations to take their eyes off of what is happening in the digital world.

Are Your Buyer Personas Data Overkill?

Tony Zambito

As the concept of buyer personas has crept into the conscious of both B2C and B2B Marketing, so has misguided representations of buyer personas become prevalent. With many touted frameworks and processes being representative of buyer personas in name only.

State Of Buyer Personas 2016: Strong Correlation Between Effectiveness And Goals

Tony Zambito

In 2016, we will mark the fifteenth year since buyer personas were first introduced. The journey, however, continues towards professionals and organizations gaining a true understanding of what buyer persona development entails. by Scott Lewis.

4 Myths Preventing True B2B Customer Understanding

Tony Zambito

In my years since launching Buyer Persona Research , the most successful companies utilizing buyer personas have made it about the latter – not the former. That is, making their buyer personas about customer research and not confirming existing buyer profiling assumptions.

Is B2B Content Engagement Heading In The Wrong Direction?

Tony Zambito

My interaction with buyers, via hundreds of B2B buyer interviews in multiple industries, leads me to believe this outcome is a correlation as opposed to a paradox. The result, however, is an unfounded need to keep creating multiple content assets throughout a perceived journey.

Mapping Buying Experiences: Creating Growth Through Aligning With Buyer Goals

Tony Zambito

Engaging new buyers and repeat customers are the lifeline to achieving growth. Including experience mapping, journey mapping, ethnographic research, design thinking, and customer co-design. Understanding Buyer Interactions Matter.

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

Tony Zambito

Various studies have shown buyers continue to find as much as 60-to-75% of content to be non-relevant. However, approaches to understanding buyers have only evolved marginally in the same time period. Goals Matter To Buyers. coaching by Gilbert Bages.

The Emerging Importance Of B2B Ethnography To Buyer Personas

Tony Zambito

Better, deeper, insightful, and well-rounded understanding of customers and buyers is on the top of the list for many CEOs and CMOs today. CEOs and their organizations are finding it hard to keep pace with new digital technologies. Redefining The Meaning Of Buyer Understanding.

Are Companies Ignoring Their Best Source For Buyer Insights?

Tony Zambito

While organizations may have decreed that the purpose for all this data crunching is for customer-centricity, something else may be happening unintentionally. An outcome of insularity is organizations can develop an over-reliance on quantitative data in all aspects of a business.

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

Tony Zambito

In the 15 years since originating the concept of buyer personas in 2001, there has been one issue that continues to plague fully understanding exactly where, how, and why buyer personas can be beneficial. In fact, it can be quite a complex effort for organizations to undertake.

Informed Customer Understanding Should Guide Marketing

Tony Zambito

Using user and buyer personas to help communicate a common view of customers to the organization. by Anton Scherbik. At the start of every year, CMOs and their teams can be besieged by proclamations of the three, four, five, or six things that they must do to succeed in marketing.

Buyer Decisions Are Not What You Think

Tony Zambito

When marketing and sales leaders often think about how buyers make decisions, they are viewed through a prism of buyers making rational and process-driven decisions. Of late, the term “buyer’s journey” has come into vogue. Steps, Stages, Phases, And Journeys.

Use Buyer Persona Research To Improve B2B Customer Experience

Tony Zambito

Customer experience has been and will continue to be one of the major influences on how buyers make choices. However, what should be noted by B2B CMO’s and leaders today is this interesting notion: much of today’s planning, strategizing, activity, and etc. by Creative Stall.

Revealed: How to Track Marketing’s Contribution to the Bottom Line

Televerde

This isn’t surprising, as there is a trend in organizations moving toward technologies that allow for higher levels of marketing accountability. Multi-touch weighted : Tailors to your business’s buyer journey and customizes attribution to your specific strategy.

Digital Commerce Is Disrupting B2B With No End In Sight

Tony Zambito

Before the turn of the new millennium in 2000, it was downright unthinkable in B2B that the model of sales representative and buyer interaction would ever change. Consider this, in a recent Accenture survey, only 12% of B2B buyers even wanted to meet with a sales representative.

3 Ways CMOs Can Achieve Deeper Insights Into The Customer Journey

Tony Zambito

The idea of understanding the customer journey or buyer’s journey has come into vogue during the past couple of years. The journey concept first popped up during the initial Total Quality Movement in the ‘80’s and made popular by Deming. When the concept of customer experience burst onto the business world in the late ‘90’s, a natural extension became customer journey mapping. It means, largely, that journey mapping is focused on tasks and activities.

The Telltale 8% Drop In Content Marketing Effectiveness

Tony Zambito

Buyers Are Saying The Same. Recent surveys, from the likes of Forrester and SiriusDecisions , indicate the sentiment is nearly 70% or more of buyers outright reject content. In one such buyer interview, an executive handed me a folder, rubberbanded. by Aha-Soft.

State Of Buyer Personas 2016 Survey

Tony Zambito

We are seeing continued growth in the adoption of buyer personas as a means for understanding buyers and customers. At the same time, the growth is fraught with the perils of buyer personas being misunderstood, mislabeled, and serving as a cover for basic buyer profiling.

Beyond Buyer Profiling To Buyer Personification

Tony Zambito

The concept of breaking down a potential market or industry into smaller target segments is a standard technique taught in business schools and used by many organizations. The understanding of not only the segments and organizations that buys but also the individual that buys.

24 Content Marketing Predictions for 2018

Contently

Instead, marketers will realize content is the golden thread that connects every experience in the customer journey. Brands will make much better use of persona research and buyer’s journey stages when planning and executing their content strategies. Kelly Wenzel, CMO.

What Does The Marketing Leader Say? Reactions To B2B Research On How CMOs Buy

PathFactory

The report, Inside The Head Of A Marketing Leader: The Buyer’s Journey , pulls back the curtain on exactly how CMOs buy and how these key decision-makers engage with the buyer’s journey and what drives or hinders their ability to make better buying decisions.

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22 Companies Dominating the World With Content Marketing Campaigns

Single Grain

70-80% of search engine users are only focusing on the organic results. When buyers realize they have a specific pain point, 72% of them turn to Google to find the solution: Usually, these initial search terms are high level and looking for general information.

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. B2B CMOs can be caught in a maze of an organization faced with marketing complex solutions for complex problems.

Intent Data: A Direct Line into Prospects Ready to Buy Your Product or Service

SmartBug Media

It’s not as simple as a magical button on your browser homepage—but it is a very real set of data analytics based on consumer behavior across the web (not just on your website) that: Gives you a front-row seat to live buyer activity, shows you the buyer’s pain points.

Using Buyer Intent Data to Inform Content Marketing

Aberdeen

This success story tells an age-old tale, one of a marketing team adrift in a morass of content, who found their way to solid ground by following buyer intent signals emitted by their perfect audience. The post Using Buyer Intent Data to Inform Content Marketing appeared first on Aberdeen.

How Intent Data Reveals the Anatomy of an AI Buyer

Aberdeen

Among the many uses of web-based intent data is its ability to profile the buyer’s journey for B2B technology. If you were interested in deploying this technology in your organization, how would you go about that process? Figure 1: What Are Buyers Reading?

How to Analyze Your Competitors and Reverse-Engineer Their Sales Process

Aberdeen

In this article, we’ll take a look at how you can analyze the quality of your competition’s sales process and, in doing so, ensure you meet the needs of your prospective customers at every step of their buyer’s journey.