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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.

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.

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. In essence, developing a periscope capability to understand how markets will be affected and what opportunities present themselves to their organization.

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. Illustration by Hea Poh Lin.

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. A great example is Moz’s Web Developer’s SEO. Reference content can include research, surveys and guides. B2B Marketing.

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.

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. Engaging new buyers and repeat customers are the lifeline to achieving growth.

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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. User-centered design is based on the personification of interactions with digital products and software. by Evan Shuster.

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. by Louis Prado.

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. A great example is Moz’s Web Developer’s SEO. Reference content can include research, surveys and guides. B2B Marketing.

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.  Image by neonihil via Flickr.

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. Buyer persona research can play an important role in helping to achieve transformation.

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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? With different modes of thinking, the idea of a traditional designer began to evolve into several species of design-folk.

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. Provide thought leadership in support of business development initiatives.

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. A great example is Moz’s Web Developer’s SEO. Reference content can include research, surveys and guides. B2B Marketing.

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. I have seen it in my own qualitative buyer research. Research has also shown goals are not just sitting there on paper to glean from. by Aha-Soft.

Top Four Web Design Trends for 2017

KEO Marketing

As 2017 begins, a host of new web design trends appeared. There are, however, several functional trends that are necessary for a website design to be at ultimate effectiveness in the new year. Here are four points to consider when planning a re-design of your website.

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. This is still a narrow buying process perspective designed to view the buy/sales cycle to a “win” as opposed to a “loss”.

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. Design and your website. Bad design hurts your bottom line.

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. 

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. Analyze and Develop.

State Of Buyer Personas 2016 Survey

Tony Zambito

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. Basberg.

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. Ask yourself: Do you have the right type of material today to apply keyword research?

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.

3 Ways CMOs Can Achieve Deeper Insights Into The Customer Journey

Tony Zambito

by Vica Design. 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. For example, consumers and buyers can take a micro-journey specific to discovery and researching , which can involve its own elements of goals, tasks, activities, and desired outcomes.

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. Let us look at a ten essentials: Set an agenda to research buyers : This is usually a big hurdle to climb.

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. 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.

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. By Kerry Gorgone, {grow} Contributing Columnist.

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. by Gregor Črešnar.

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


Sirius went on to show additional research that shows the importance of the sales rep at all stages of the buying cycle. Does one research study automatically nullify previous studies? If we do not, what if the newest Sirius research and that of CEB, Forrester and ITSMA are all correct?

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. Large Enterprise Social Media Research, Facts and Statistics Inc.

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.  The Design of Content Marketing. Image by XXC via Flickr.

11 Brilliant Tools for Organizing, Developing & Sharing Your Ideas


I 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. Having an idea is one thing; executing on it is another entirely.

Social media research, customer insight, and the power of the one

grow - Practical Marketing Solutions

One year, after we had spent weeks on the road, we concluded our trip with a group of researchers at their headquarters in Atlanta. Although the research was indeed preliminary, if it turned out to be true this would be a devastating development that could bring our company to its knees.

7 LinkedIn Marketing Tactics Designed To Boost B2B SEO Performance

KoMarketing Associates

But as Google refines and rebuilds its search engine algorithm, relationships become a more important factor in building the links that develop relevance for keyword results. Earlier this year, we highlighted LinkedIn’s significance on B2B internet marketing initiatives.

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. Tools for Design.

30+ Statistics Designed To Guide B2B Social Media Marketing Strategy in the New Year

KoMarketing Associates

But regardless, here are more than 30 different insights from various surveys and benchmark reports, organized by overarching theme, we recommend for reviewing in preparation for developing B2B social media marketing budgets and program goals for the new year and beyond.

The 7 Elements of Graphic Design, and How to Apply Them


Have you even looked at a seemingly simple design and thought: I could totally do that. It turns out professional graphic designers have a few tricks up their sleeves to make their work look, well, professional. 7 Basic Elements of Graphic Design. Image credit: Shuka Design.

An introduction to ecommerce APIs for non-developers


Market leaders like Adobe, Marketo, Twitter, and Apple either opened or revamped their API and developers’ platforms. In other words: APIs allow your developers to build tailored software you need faster. Thanks to them, you can increase your software development savings.

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