Tagged 'behavior'

Buyerology Trend: Think BIG Insights vs. BIG Data

Posted by Tony Zambito on December 20th, 2011 at 2:26 pm

This is the second in a series of articles planned on looking at buyer trends that will influence marketing and sales in the near and foreseeable future.  This article looks at how understanding today’s conventional and social buyers takes BIG Insights versus BIG Data
Buyer Trend: Buyer Behavior Changing Rapidly and Buyers Are Saying – Get Me Please!
Evident over the past two years are monumental shifts that are occurring in buyer behavior.  We’ve seen buyers entering the buying stages in unpredictable ways and deferring direct interactions further down the buying process.  There have been generational differences noted between the rise of the younger social buyer as well as hybrid behaviors of traditional buyers.  Buyers at first seemingly consuming information at a rabid thirst pace while other buyer groups demonstrating content fatigue and rejecting content outright.
Rather than rehash the mountain of information that can be found about what buyers are exhibiting, suffice to say that buyers are adapting, changing, evolving, and developing new processes along the way.  We know, to a degree, what buyers are doing.  And data-driven marketing and BIG data has become BIG business to tell us what buyers are doing.
In the past two plus years, we are seeing a... Read more

Are You Still Selling Like It’s 1999? (Or Have You Adapted To New Buyer Behavior?)

Posted by Tony Zambito on December 5th, 2011 at 6:11 am

Image by Dallas1200am via Flickr
As we’ve entered into a new decade with new web and social technologies continuing to advance at warp speed, new buyer behaviors continue to emerge.  Some new buyer behaviors, such as informational search, are no longer emerging but have crossed over into accepted reality.  With other new buyer behaviors, such as those related to social influence, we are only getting a glimpse of at this moment in time.  The given in the current state of B2B marketing and sales is that buyer behavior and complex buying processes have changed.
One of the toughest challenges in the past few years has been to figure out how to respond to these changes.  One place to start is for executives to ask a bold question: are we still selling like it’s 1999?  An especially valid question for companies that have traditionally been sales driven and the dominance of a sales culture has reigned for several decades.  Companies have changed and responded - but have the changes been more cosmetically enhancing or truly systemic in nature?  I think there is a big difference and let’s look at a few important areas:
Budgeting
Let’s start with the money trail.  Has the proportion of budgets... Read more

Understanding Buyer Priorities and Goals in an Uncertain and Chaotic World

Posted by Tony Zambito on December 2nd, 2011 at 11:40 am

Image via Wikipedia
We are living in a world that is fraught with uncertainty.  The degree of uncertainty for businesses today probably is at the highest level in decades.  Resulting in a chaotic world for sellers and buyers looking to make sense of what the future may hold.
This high degree of uncertainty and chaotic environment is showing up in many forms for both buyers and sellers.  Whether it is sellers suffering from significant skill gaps as recently pointed out in surveys completed by DemandGen Report and Sirius Decisions or buyers in recent compiled reports indicating lack of knowledge and information that helps them to make purchasing decisions – uncertainty and chaos reigns at the moment.  This perfect storm of uncertainty and chaos making the ability of marketer’s to communicate with buyers extremely challenging and causing sales organizations to struggle in being relevant to the buying process.  So how does an organization get a hold of itself in such times?
Adaptation Begets Patterns
Organizations and buyers are highly adptable albeit some adapt quicker while others lag.  Oftentimes, those who do lag are left off the train with some just barely grabbing a hold of the last caboose that is pulling way.  When adaptation in industries and markets occur,... Read more

Buyer Perceived Value (BPV) Scorecard: Qualifying and Quantifying Value

Posted by Tony Zambito on November 8th, 2011 at 10:12 am

Image by J. McPherskesen via Flickr
As a follow-up to the article Influence of Buyer Perceived Value (BPV) on Buyer Behaviors and Decisions, offered is a perspective on how to implement a scorecard approach.  The Buyer Perceived Value (BPV) Scorecard™ combines both a qualitative as well as a quantitative approach to understanding the influence of buyer values.  An important disclaimer here is that there have been many scorecard approaches for measuring customer value over the past two decades.  My point is not to endorse any particular one but to endorse the notion that values are rapidly changing and that buyer perceived value is critical to understanding buyer behavior.  The understanding of buyer behavior is the central focal point of Buyerology© and understanding Buyer Perceived Value (BPV)™ is one key aspect.
Before jumping into a quantitative approach, it is important to emphasize the need for reaching an understanding of Buyer Perceived Value (BPV) qualitatively.  Perceived values are changing rapidly and will continue to do so as new buyer behaviors are formed – changes driven by the introduction of new technologies and business models.  Multiple and varietal forms of qualitative methods help to provide a unique articulation of value criteria that buyers may formalize... Read more

Influence of Buyer Perceived Value (BPV) on Buyer Behavior and Decisions

Posted by Tony Zambito on November 7th, 2011 at 9:57 am

Image by Will Lion via Flickr
In my recent article, Buyerology: The New Science of Understanding Buyer Behavior, I introduced the concept of Buyerology and the need for a renewed focus on understanding buyer behavior in the Social Age.  A key component of understanding buyer behaviors and decisions is gaining a reality check on Buyer Perceived Values (BPV).  How well organizations; in relations to products, service, and brand; maps to Buyer Perceived Values will serve as the one of the primary influences that shapes buyer behaviors and purchase decisions.
Buyer behavior research, performed through qualitative means, can reveal many aspects of what comprises Buyer Perceived Values (BPV).  Buyer experience is now becoming one of the most important factors that contributes to and influences these values.  The convergence of the Internet and the Social Age, in fact, is introducing many new variables and factors that influence Buyer Perceived Values.  Some of the new variables include:
Buyer Experience: previous as well as in process buyer experience can have an enormous impact on how buyers perceive the value that organizations can bring to their challenges and environments.  This correlation is becoming stronger as more self-directed experiences by buyers evolve.
Engagement: I have written recently about social engagement... Read more