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Are Companies Ignoring Their Best Source for Buyer Insights?

March 22, 2018 by Tony Zambito In the past few years, the data analytics revolution has continued unabated in the worlds of B2B and B2C.  The rise of data analytics is resulting in increased budgets and staff to account for the volume of data that can now be computed and accessed.  This growth in the volume of data has spawned …

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Why Context is More Important than Content in Marketing

December 20, 2016 by Tony Zambito The transformation to a digital economy has shifted behaviors considerably in the past decade.  Meaning marketers today must account for how to adapt to behavioral shifts caused by the omnipresence of digital and online information. As a for instance, people today have no more than a 7 to 10-second span of attention when online.  …

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How Understanding the Goals and Intent of Buyers Can Transform Marketing

September 22, 2016 by Tony Zambito People and professionals in organizations can have different intentions while working towards the accomplishment of organizational, as well as, individual goals. Understanding the difference between intent-driven and goal-driven behaviors allows for deeper levels of understanding buyers (customers). Leading to more effective online engagement, content design, and sales conversations. The relationship between intent and goals is …

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7 Elements of Customer Understanding the C-Suite Must Master

June 16, 2016 by Tony Zambito Changes in customer and buying behaviors continue to rock the very foundations of many industries.  According to recent surveys by PWC, Forrester, IBM, and McKinsey, disruptive trends in customer and buying behaviors are expected to continue over the next five years.  Many organizations are undergoing digital transformations in order to improve customer interactions, engagement, …

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4 Myths Preventing True B2B Customer Understanding

May 10, 2016 by Tony Zambito There is a big problem when it comes to B2B customer research.  And, most B2B executives may be unable to see or recognize the problem.  The scarier notion is some may not even know it exists. What is this big problem? According to various studies over the years (by credible institutions such as Harvard) …