B2B business strategies were much simpler back in the day. In the pre-Internet and pre-digital age, the target of one customer or buyer was an accepted viewpoint. We are no longer back in those days.
We are in the new digital age. This new age consists of more complexity, collaboration, co-creation, and new emerging buying behaviors. Recently, I introduced the concept of the Persona Buying Cycle™. It represents a view of understanding new buying behaviors via the B2B buying cycle. Designed to help us address not only new behaviors – but address new complexities.
The Why
Last year, I suggested a single view of the buyer was a dangerous road to travel. This view wired into B2B Business for nearly a century. We now live in a new digital age of audiences, influencers, procurement policies, buying teams, committees, social collaboration platforms, and more.
Mapping content strategy to this new world means factoring in more views than a single buyer. For B2B businesses, the dynamics of audiences, nurturing, insight, experience, and “consumer-like” branding are all new. These new dynamics are fast emerging as success factors for succeeding in the new digital age.
One of the key insights behind this thinking, gained through a collection of on-site... Read more
Tags: audience persona, branding, buyer persona, buyer persona development, buyer personas, buying cycle, content marketing, content strategy, Digital Marketing, market research, marketing, Tony Zambito
Posted in Creative Best Practices, Emerging Platforms, Opinions, Social Media, Targeting | 3 Comments »
At the recent Google I/O 2013 Keynote, Google announced a laundry list of new enhancements and services. Solidifying its’ game plan of playing offense rather than defense with innovation. Which, at this writing, is putting the challenge on Apple to respond.
My thoughts shared here are heavily influenced by a brilliant article from Mike Myatt entitled -Leadership Lesson: The Difference Between Google and Apple. Mike is one of our best thinkers on leadership and is the author of Leadership Matters . . . The CEO Survival Manual. Here is Myatt’s view on how Google is gaining the edge on Apple:
“…there is one very big difference between the two – Google plays offense while Apple has recently settled for playing defense. Apple is struggling to maintain its position in the market, while Google is expanding its position.”
Mike goes on to say it is this offensive mindset, which is putting the hurt on Apple. In essence Apple has ceded ground to Google, Samsung, and HTC while taking a defensive stance. The result: Apple’s stock has fallen by over 35%.
What really caught my attention and is well worth noting is the following statement from Mike:
“Google could have made the decision to stay solely focused... Read more
Tags: Apple, branding, buyer experience, buyer foresight, buyer insight, buyer persona, buyer personas, content marketing, content strategy, customer foresight, customer insight, Digital Marketing, google, online marketing, Targeting
Posted in Creative Best Practices, Emerging Platforms, Opinions, Search, Social Media, Targeting, Websites, Word of Mouth | No Comments »
Millennials (or, if you prefer, Gen Y) are growing up, making some of their first big-ticket purchases and changing the buying game.
This is particularly true for the automotive industry. Despite recent reports suggesting Millennials are driving less and waiting longer to get their license—at Jumpstart Automotive Group, Gen Y traffic has spiked 74% in the last five years. And, when I think about the Millennials I know best—my two boys—I can vouch for their desire to get behind the wheel (and out of the house). When it came time for them to purchase their own car, I was impressed by their depth of research and surprised by how practical they were in their decisions. It almost makes me want to give their taste in music a second chance. Almost.
Why is it essential that we understand this group of consumers? Well, according to the recent “Gen Y in the Driver’s Seat” study by Deloitte, Millennials (ages 19-31) represent about 40% of the nation’s car buying population—the largest consumer segment since the Baby Boomers. There are more than 80 million American consumers approaching the age of 30, which means that millions are moving into the new vehicle buying demographic each year. *... Read more
Tags: buyer persona, buyer personas, content marketing, content strategy, Digital Marketing, mobile marketing, online advertising
Posted in Opinions | 1 Comment »
Every company has aspirations to become the market leader in their space. Leading your market has built-in advantages over your competition. Market leadership helps to ensure a level of stability and longevity.
Getting there and staying there is the hard part.
The demands of the market and the buyers within them can set the bar very high. Being the market leader can be very tenuous as buyers evaluate new emerging technologies and options. Rising to the top also comes with a heavy responsibility. Which is this:
Customers and buyers expect market leaders to provide them with a roadmap of the future.
Recently, this became a profound understanding for me, which I want to share with you. I conducted a significant amount of qualitative buyer interviews during the past year or more. There was a sense buying behavior was shifting in this direction. It has led me to conclude this:
Organizations today, particularly B2B, must develop the capability as well as provide to their prospective buyers and existing customers future-oriented Buyer Foresight™ .
Michael Brenner, who has a fantastic blog B2B Marketing Insider, and I had a conversation on the subject of buyer foresight. You can find it here: Marketing is in the Throes of a Buyer... Read more
Tags: buyer foresight, buyer persona, buyer persona development, buyer personas, content marketing, content strategy, customer foresight, customer insight, Digital Marketing, market research, marketing, Social Media, Targeting, Tony Zambito, trends
Posted in Creative Best Practices, Emerging Platforms, Entertainment, Opinions, Research, Social Media, Targeting, Uncategorized, Web Analytics, Websites, Word of Mouth | No Comments »
Over the past year, questions about content marketing effectiveness are beginning to surface. The Content Marketing Institute as well as a survey sponsored by eConsultancy, indicated belief in effectiveness was under 40%. Most recently, SiriusDecisions made this statement:
“Fully 60 to 70 percent of content churned out by b-to-b marketing departments today sits unused. This stark statistic underscores the urgent need for a content revolution in b-to-b organizations.”
There is consistency on both the customer/buyer as well as the seller side regarding this issue. In my qualitative research work in the past year, this view was evident. Digging into the “why” is the challenge. Some 4 “whys” I’ve noticed:
Skipping to the Solution
One of the reasons this is occurring is the act of jumping to the solution too quickly. You can call it education material, insight, information, and etc. However, reading between the lines, content is loaded with non-value messaging. Content is filled with the usual “we are great, we know your problem, and we have the greatest solution” messaging.
Product Marketing Origins
Some companies have been product-centric for decades. Reshaping such DNA is not an easy transition some are finding out. When the majority of content is being produced from the product marketing or... Read more
Tags: audience persona, audience personas, branding, buyer experience, buyer persona, buyer personas, content marketing, content strategy, Digital Marketing, lead persona, mobile, Social Media, Strategy, Targeting, Tony Zambito
Posted in Creative Best Practices, Email, Emerging Platforms, Media Planning & Buying, Opinions, Research, Social Media, Targeting, Websites, Wireless, Word of Mouth | 1 Comment »
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