Tony Zambito

JANUARY 25, 2010

In this segment of the Buyer Persona 2.0 series I would like to talk about an often overlooked aspect of buyer personas.   When it comes to finding the disruptive edge in B2B sales and marketing, understanding and leveraging buyer goals is paramount.   Previously in Buyer Persona 2.0 – Part 1 , I reviewed the importance of buyer insight.   Without a rigorous effort in buyer insight, getting at the root of buyer goals will be extremely difficult.   The third key tenet of B

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Tony Zambito

JANUARY 11, 2010

In Part 1 of this article, Buyer Persona 2.0 , the importance of Buyer Insight was presented as one of the key tenets of Buyer Persona 2.0.   This portion of the series on the next generation of buyer personas will focus on one of the truths of the global economy we live in – the interrelationships between buyers, their end customers, and their suppliers is wired like never before.   Since 2001, when Angela Quail and I became the first tandem ever to craft buyer personas as opposed t

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Tony Zambito

JANUARY 7, 2010

During the previous decade, we’ve seen a growing acceptance for the use of buyer personas to help guide effective product, sales, and marketing planning.   The basic premise of their importance to the new world order of 21 st century marketing has certainly taken root and is sprouting.   As we enter into this new decade, it is prudent to enter into the next generation of buyer persona concepts.

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Tony Zambito

JANUARY 5, 2010

As we begin a new decade, it is amazing to think how the term buyer persona has become part of the lexicon of business language.   I am often asked by clients, colleagues, friends, and family – where did the idea or the term buyer persona come from?   Like most watershed moments in life, there is an origin that exists which can sometimes get lost in the timeline of progress.   In the use of the term buyer persona , I believe such is the case.   Before a focus on the origi

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