Tony Zambito

MARCH 31, 2010

Image by Getty Images via Daylife. While much attention has been paid to the consumer use of the Apple iPad , lost in the noise has been the business user and buyer.   I noted with much interest an article distributed by Bloomberg News and authored by Olga Kharif entitled IPad Wins Following Among Business Users for Work Outside Office.   Covered and touted has been the iPad’s design for eBooks, video, web browsing, and Apple iPhone like capabilities for apps.   It looks like A

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Tony Zambito

MARCH 28, 2010

Image by Emmanuele Contini via Flickr. Every once in a while, we come across an article that just seems to nail it on the head ever so profoundly.   Roger Martin, Dean of the Rotman School of Management at the University of Toronto authored such an article in the Harvard Business Review entitled The Secret to Meaningful Customer Relationships.   For quite some time, in fact the last ten years, I have made the point about buyer personas being based on qualitative insights that lead to

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Tony Zambito

MARCH 25, 2010

Image by Getty Images via Daylife. You have to love the rebound Starbucks has been able to achieve over the past couple of years.   Even more impressive in the midst of the economic environment that plagues us still.   The return of Howard Schultz as CEO has led to the announcement that Starbucks will pay out it’s first-ever dividend.   Troy Alstead, Chief Financial Officer for Starbucks, was quoted in the New York Times Dealbook blog as saying: “From what we can see, and also

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Tony Zambito

MARCH 24, 2010

In conclusion of the Buyer 2.0 series , what must be examined is the glue that binds the previous tenets that have been reviewed.   Otherwise, we can end up what may be viewed as disparate and disconnected uses for buyer personas.   Thus, diluting the essence of how they can help an organization receive the game-changing affects from investing in Buyer Persona 2.0 best practices.    Buyer Personas Inform Strategy and Innovation.

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Tony Zambito

MARCH 24, 2010

Thanks to a tweet from Paula Gray , Anthropologist-in-residence at AIPMM, I was made aware of an article that appeared in the Harvard Business Review.   The article, Ethnographic Research: A Key to Strategy , was written by Ken Anderson, a well respected anthropologist at Intel Research.   Although it is written from the viewpoint of using ethnography for understanding consumer behavior, there is applicability to the transformation underway in B2B Marketing and Strategy.

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Tony Zambito

MARCH 22, 2010

Today’s executives, particularly in sales and marketing, are facing increasing pressure to come up with game plans to engage the buyer.   The challenge post-Great Recession is how to engage with buyers in meaningful ways to drive demand and top line revenue growth.   Drawing up game plans, especially in the B2B space, is made more difficult by the evolving new channels of buyer engagements.

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Tony Zambito

MARCH 16, 2010

Announced today was Goal Centric’s official introduction of the Buyer Persona Strategy Playbooks series.   I have made reference to these playbooks in recent posts as well as our work with Hewlett-Packard.   My colleague Angela Quail and I have taken quite a journey of innovation with respect to the playbooks.   In collaborating with Kevin Hooper, VP of EMG at HP, we’ve been able to work with an innovator and pioneer in the use of buyer persona strategy development that provide

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