Tagged 'customer strategy'

3 Steps For Finding Profound Buyer Insights Like Sherlock Holmes

Posted by Tony Zambito on June 28th, 2013 at 6:08 am

Sherlock Holmes is the most famous fictional detective of all time.  Introduced to world in 1897 by Sir Arthur Conan Doyle.  Well noted for his logical reasoning, canny ability to get people to confess, and use forensic science to solve the most heinous crimes.
Given the complex nature of B2B Marketing and Sales today, finding profound buyer insights takes the same level of investigation.  However, the upside can result in a significant competitive advantage yet unforeseen.  Being a fictional character, Sherlock Holmes had the fantastical ability to see what the common person could not.
1. Where to Begin
I am often asked – “Tony, where do we begin finding insights that will make a difference?”  It is a place I like to help with and provide assistance.  Where you begin is incredibly important to the end result.  The end result is finding profound buyer insights.  Buyer personas play a role by helping to communicate the found buyer insights, which lead to newly informed growth strategies.  This has been their founding purpose since their origin.
A good place to start is with an event usually related to either a consequence or a growth opportunity.  Like a good detective story, you are looking for who is... Read more

Remember AOL! The Four Rules of Web Success

Posted by Brant Emery on January 2nd, 2013 at 11:03 am

Things go in cycles. We all know that – from the dredging up of retro fashions, the inheritance of music, to the rapid cyclical nature of business; in particular online business. Everything seems to follow the same path.
As all tech believers know, when man invented the web: Saviour of the Geeks, Creator of Unnecessary Job Titles and Deliverer of LOLCats, like the Garden of Eden, at first things went jolly well – we all lived in peace, harmony and believed in universal access, freedom of information, net neutrality, and that when given the choice of publicising the bare truth on Wikipedia, we (from celebrities and companies to politicians and lobbying groups) of course would not seek to alter that... oh yes. Of course, our lovely new Netopia began to change to reflect the true realities of our world – i.e. capitalism.
Yet, even so – the level of change from open platforms, open source, open access mentality of the early days to the competitive, closed, fixed business model trend we now see, surprises me. When AOL (or America Online as it was then) first presented the world with the idea of a digital gated community – it was a unique step.... Read more

How Ready is Your Organization for the New Social Buyer Persona?

Posted by Tony Zambito on May 2nd, 2011 at 6:17 am

Image by daniel_iversen via Flickr
As we continue to experience the evolution of the social age, one thing we can be sure about is the march of progression will pick up its’ steady beat.  The evolution or as some may call it – the revolution – will continue to happen and most likely at an increasing rate.  The new social buyer is an outcome of this evolution and it has forever changed the dynamics of the seller and buyer relationship.
Buyer behavior most certainly will continue to undergo major transformations each time a new technology is introduced that alters the seller and buyer relationship.  Most of what we’ve witnessed in the past few years has been related to the impact of social media and networking technologies.  Here is a key issue facing organizations today: each time a new social technology is introduced, it ultimately alters the buying behaviors of the new social buyer persona.  Adding further to the complexity of this issue is that company’s today are struggling to keep pace and adapt their marketing and selling teams to the rapid pace of modified buyer behavior.
This issue and the surrounding complexities call into question, for organizations today, their readiness for adapting to... Read more

7 Sure Signs That You Are Losing Your Understanding of Buyers

Posted by Tony Zambito on April 27th, 2011 at 6:24 am

Image by yelowcap via Flickr
If you are a CEO, CSO, or CMO, I am sure you’ve been confronted by the statement: “we know everything we need to know about our buyers” from your sales or marketing departments.  This may be especially true in a company where there is a long rich history and you have an established customer base.  In today’s changing buyer landscape, this type of statement may no longer be 100% true.  What sure signs might tell you the organization may be losing its grasp on understanding buyers?
Information is Filtered: information on buyers comes from the same sources repeatedly it seems.  It sounds like a chorus - sales, marketing, customer service, support, and corporate strategy all saying the same thing repeatedly.  Also, you hear consistently about the same top, 5, 10, or 20 customers and prospective buyers and how great are the customers the company has and how those prospective buyers are just ready to close.
Slippery Slope:  efforts to achieve revenue growth have been like trying to climb a slippery slope.  You are not sure why this is happening either.  However, the numbers tell you that the company hasn’t made much progress in the last couple of years.
Missing... Read more

What Does Audience Development Really Mean to Social Media, Digital Marketing, and Content Marketing?

Posted by Tony Zambito on April 4th, 2011 at 6:27 am

Image via Wikipedia
One of the interesting outcomes of the rise of Social Media, Demand Generation, and Content Marketing in 2010 was the increasing use of the term audience development.  This term has for years been associated with the arts and cultural communities as they sought ways to engage members and to increase subscriptions.  Over the years, I have been involved in theatre as a performer as well as a board member for a theatre company.  I can tell you that audience development is serious business and at the very essence of survival for arts and culture organizations.
From the perspective of having understood this term from my involvement in the arts, I think this is both a good thing and yes – a bad thing too.  Let me start with the bad.
Like any new term that arrives in a business context, it is prone to being used to recast the dye on existing efforts.  As I see it, audience development does not equate one-to-one with such efforts related to relationship marketing, selling approaches, lead generation, and other similar tactical means.  Doing so can actually do more harm than good.  How?  If pure audience development is laden with high pitchy selling, it... Read more