Tony Zambito

MAY 23, 2017

These critical forces are tethered to understanding behavioral choices and decisions in three ways: Understanding Choices and Decisions Drivers – buyer insights in today’s digital age should be centered on understanding the behavioral aspects of understanding the multiple choices buyers make and how they impact buyer decisions.

B2B Marketing 227

B2B Marketing Planning Buyer Personas B2B 227

Tony Zambito

AUGUST 3, 2011

This is the fifth and final part of a series of reflective articles on the future of buyer personas in the social age.    Leading up to this final part, part 1 through 4, I covered some of the misconceptions, impact of the social age, what changes were needed, and the establishing of a new role and framework. 

Buyer Personas 100

Buyer Personas Organization Viral Marketing Ideal Customer Profiles 100

Tony Zambito

MAY 22, 2011

In my article, Social Buyerology: Understanding Buyers in the Social Age , I offered perspectives on the need for a new discipline in B2B Sales and Marketing related to understanding new buyer behaviors and interactions in the social age.  Social Buyerology: Understanding Buyers in the Social Age (customerthink.com).

Research 100

Research Buyer Personas Multi-Channel Validation 100

Tony Zambito

MARCH 13, 2011

  The digital revolution has ushered in a new age of how products or services reach people that were unimaginable just a short ten years ago.    The digital age has ushered in a new way of thinking.    The digital age has ushered in a new way of thinking.  Image by davidking via Flickr.

B2B Sales 100

B2B Sales Paid Search Agency Barriers Work Management 100

Tony Zambito

MARCH 28, 2011

  However, the impact of social media and the digital age is becoming evident in this study.  The rise of the digital age and social media networks makes experience highly visible to interested communities of buyers.    Family, friends, and colleagues made up the majority of these independent sources. 

Studies 100

Studies Spending Social Media Amazon 100

Tony Zambito

FEBRUARY 14, 2011

Content marketing has become more and more part of the planning dialogue for organizations as the digital age continues to mature.  The emerging field of content marketing’s long-term success and role in the digital age is predicated on the blending of experience design and marketing thinking.   

Design 100

Design Content Marketing Planning Buyer Personas 100

Tony Zambito

JULY 6, 2011

.  Just as personas needed to change from a process aimed squarely at software design to incorporate the Web, buyer personas as a process must now undergo reinvention to be applicable to the Social Age.  What Buyer Personas Never Were and Should Not Be In The Future.   Next: The Future of Buyer Personas is Social - Part 2.

Buyer Personas 100

Buyer Personas Peer-to-peer Ideal Customer Profiles Psychographics 100

Tony Zambito

AUGUST 2, 2011

  In part 1 through part 3 I focused primarily on misconceptions, what needed to change, and why changes must take place in buyer persona development in the social age.  As we continue to witness the evolving social age, the need for buyer behavior research becomes more important than ever. 

Buyer Personas 100

Buyer Personas Viral Marketing Ideal Customer Profiles B2B Sales 100

Tony Zambito

AUGUST 8, 2011

  As the constant motion of the social age evolves, offline and online buying activities are blending into a myriad of new buying behaviors that are yet to be defined clearly.  Social Buyerology: Understanding Buyers in the Social Age (buyerpersonainsights.com).    A New Social Engagement Index.

Buyer Personas 100

Buyer Personas Wikipedia Buy B2B 100

Tony Zambito

OCTOBER 14, 2018

In an age of digital disruption and a new decade fast-approaching by 2020, having a “traveling from one place to another, usually taking a rather long time” mindset can cause organizations to be significantly out of synch with their buyers and customers. If we guessed in the millions, we just may be close.

Marketing AI 174

Marketing AI Buyer Personas Top of Funnel Digital Marketing Funnels 174

Tony Zambito

AUGUST 31, 2011

  To me at least, it seems that in the social age the terms Reach and Engage cancel each other out.    We may be seeing the beginnings of the next evolution in the social age - the evolution becoming about buyer behavior orienting towards wanting to be heard and wanting intelligent engagement.  

Social Media 100

Social Media Amazon Social Networks Paid Search Agency 100

Tony Zambito

AUGUST 17, 2011

  One of the profound shifts in the social age is how buyers today can avail themselves of knowledge that may have been hard to come by in the past.    As the social age evolves and advances, so does the social buyer’s savvy discrimination for real knowledge versus content in general. 

Social Networks 100

Social Networks Buy Interactive Marketing Social Marketing 100

Tony Zambito

AUGUST 22, 2011

During a series of articles entitled The Future of Buyer Personas is Social , I referenced several times that the social age will cause a rethinking of buyer persona research and development.   It is no secret that the social age is shaping new behaviors.  Image by zilver pics via Flickr.

Buyer Personas 100

Buyer Personas Viral Marketing Research Planning 100

Tony Zambito

JULY 10, 2011

.  In part 2, I would like to offer perspectives on why the practice and process of buyer personas, as we’ve known them for the past decade, must undergo significant change to be relevant in the social age.    In today’s social age, this is no longer true. 

Buyer Personas 100

Buyer Personas Top of Funnel Peer-to-peer Marketing Funnels 100

Tony Zambito

FEBRUARY 28, 2018

These critical forces are tethered to understanding behavioral choices and decisions in three ways: Understanding Choices and Decisions Drivers – buyer insights in today’s digital age should be centered on understanding the behavioral aspects of understanding the multiple choices buyers make and how they impact buying decisions.

B2B Marketing 113

B2B Marketing Planning Buyer Personas B2B 113

Tony Zambito

MARCH 25, 2011

The fourth challenge we can liken to the nomenclature of the "silent majoirty" in the digital age.  It is a challenge that senior executives today are seeking to fix for the "go-to-market" windows continue to shrink and what is needed is relevant and real consumer or buyer insight today and not tomorrow.

Research 100

Research Psychographics Buyer Personas Marketing Management 100

Tony Zambito

SEPTEMBER 27, 2011

In my recent article, Buyerology: The New Science of Understanding Buyer Behavior , I introduced the concept of Buyerology and the need for a renewed focus on understanding buyer behavior in the Social Age.    A key component of understanding buyer behaviors and decisions is gaining a reality check on Buyer Perceived Values (BPV). 

Peer-to-peer 100

Peer-to-peer Loyalty Correlation Pricing 100

Tony Zambito

MARCH 23, 2011

  However the digital age has opened up networking to a new level of accessibility for peers, colleagues, and influencers to communicate.  If sales pitches are dead in the new buyer experience economy, then what are buyers responding to?   It is getting more expansive than this. . 

Peer-to-peer 100

Peer-to-peer Network Marketing Buy Education 100

Tony Zambito

APRIL 14, 2011

This decade, we are beginning to see the continuing impact of the advent of the digital and social age and the robust evolution of the new buyer experience economy.    CMO and CSO leaders of the new digital and social age will need to demonstrate authenticity in all ways.  Image via Wikipedia. Authenticity.

Buyer Personas 100

Buyer Personas Buyer's Journey Wikipedia Social Networks 100

Tony Zambito

DECEMBER 12, 2010

  The digital age bringing new expectations on the part of buyers for learning experiences, subject matter expertise, innovative customization, and varied channel engagements.  Adapting to transformative changes in buyer behavior is the most significant challenge facing B2B organizations. 

B2B Sales 100

B2B Sales Buyer Personas Multi-Channel B2B 100

Tony Zambito

JANUARY 2, 2011

  No easy task today in the digital age with buyer loyalty as fickle as ever.      B2B organizations today can take these major steps to winning over buyers in the digital age.    An important outcome is the creation of marketing and sales team aligned around buyers and the buyer experience. 

Buyer Personas 100

Buyer Personas B2B Buyer's Journey B2B Sales 100

Tony Zambito

JULY 1, 2016

But how the Leave vote and the Remain vote differed by ages and education. One of the remarkable insights into the Brexit vote is not so much how the vote may have split between left or right politics. In simple terms, the Remain voters were younger and a higher percentage had participated in education beyond high school.

Buyer Personas 101

Buyer Personas Planning Business Paid Search Agency 101

Tony Zambito

JUNE 5, 2016

Whereas in an age of hard to come by differentiation the actual product or service offering plus price combination accounts for only 20% of buying decisions. These findings are consistent with others over the years. This 80/20 correlation is not a surprising revelation.

Buyer Personas 100

Buyer Personas Research B2B Correlation 100

Tony Zambito

SEPTEMBER 15, 2010

Buyer experience is designed for the digital and social age. The advent of the digital and social age has made design thinking a much sought after competency for many B2C as well as B2B organizations.  Insight is foundational to buyer experience innovation 4. Experience knowledge is integrated into the DNA of the organization 5.

Marketing Management 100

Marketing Management Buyer Personas Marketing Automation Services Loyalty 100

Tony Zambito

DECEMBER 5, 2010

  The second is adapting to the impact of the digital age on buyer behavior.  The year 2011 will be the beginning of companies adapting more intensely to the changing landscape of buyer behavior caused by the lasting effects of the recession and the advent of the digital and social age.

Trends 100

Trends Buyer Personas AIDA Buyer's Journey 100

Tony Zambito

SEPTEMBER 12, 2011

  The difference in the modern social age is that buyer expectations have changed.  .  Even in modified re-buy situations, the buyer may be looking for an experience where they can perform the modifications themselves. 

Buy 100

Buy B2B Barriers Fulfillment 100

Tony Zambito

DECEMBER 19, 2010

  Two major impacts are the recession and the rapid growth of the digital age.    I like the term digital age because it is a way of including all things such as social media, mobile, digital marketing, and even the iPad!    I think that 2011 will be one exciting year.    I’m excited – are you? 

Top of Funnel 100

Top of Funnel Trends Conversion Buyer Personas 100

Tony Zambito

JULY 24, 2011

  This is also radically changing the concept of public relations in the social age.   Changing forever conventional perceptions of how buyers in the social age work, collaborate, meet challenges, find solutions, engage with sellers, and ultimately make purchases.    Follow @TonyZambito. Related articles.

Peer-to-peer 100

Peer-to-peer Buyer Personas Allocation Social Networks 100

Tony Zambito

SEPTEMBER 1, 2011

  The social age is ushering a new era of what I would call Experiential Buying.  .  Also, content strategists and marketers will need to see how what they produce contributes to the totality of the buyer experience as well as how it rewards buyers with Intelligent Engagement. 

Wikipedia 100

Wikipedia Correlation Social Media B2B Sales 100

Tony Zambito

NOVEMBER 15, 2010

What is interesting is that while the world has changed rapidly and the transformation progresses at warp speed towards the technologies of the digital age, the debate continues, more so than not, to be caught in a vacuum of conventional thinking.  .  It is very possible we may be having the wrong debate.

Buyer Personas 100

Buyer Personas Paid Search Agency Buying Cycle Lead Ranking 100

Tony Zambito

APRIL 28, 2010

When the compass was invented by the Chinese during the Qin dynasty (221-206 B.C), it radically changed civilizations and ushered in many years later the Age of Exploration in the 15th century.  Image via Wikipedia.

Buyer Personas 100

Buyer Personas Rules Wikipedia Social Media 100

Tony Zambito

APRIL 12, 2011

  In the new social age, engaging is taking on a whole new meaning. .  As in we are engaging the buyer in the buying process for example.    The representation is still that the seller is in control and is engaging the buyer.    The buyer being the object of engaging. 

Buyer Personas 100

Buyer Personas Word of Mouth WOM Curation 100

Tony Zambito

MARCH 20, 2011

As the need grows for CMO’s to develop content strategy in the digital age, the increasing role of buyer persona development to inform will likewise grow.  .  A CMO can continuously end a content strategy discussion with this simple question: Does what we talked about today further the goals of our buyers?

Buyer Personas 100

Buyer Personas Marketing & Strategy Buyer's Journey Content 100

Tony Zambito

APRIL 19, 2012

With the age old battle of sales feeling that they are getting bad leads. If your lead generation strategies and tactics are designed around the buyer, then conversion rates will rise and productivity amongst marketing and sales personnel involved will rise.

Lead Generation 100

Lead Generation Lead Ranking Tactics Buyer Personas 100

Tony Zambito

APRIL 27, 2011

  As we enter the social age, scenarios that tell stories can help shape strategies as well as guide organizational understanding of how to interact with the social buyer persona.      As a result, the demand as well as requirements for traditional and social interaction is increasing on the part of buyers. 

Buyer Personas 100

Buyer Personas Storytelling Touchpoints Interactive Marketing 100

Tony Zambito

APRIL 17, 2011

One of the major outcomes of the recent advances in the social age is the resurgence of contextually-based persona development and its’ role in helping to inform as well as shape strategy.  Image via Wikipedia.   This is especially true when you consider there are several important strategic areas evolving at a rapid pace.

Buyer Personas 100

Buyer Personas Buying Cycle Buyer's Journey Demand Generation Agencies 100

Tony Zambito

JUNE 26, 2011

Social Buyerology: Understanding Buyers in the Social Age (buyerpersonainsights.com). The Research Methods of Social Buyerology (buyerpersonainsights.com). Social Buyerology: Listening to the Social Buyer (buyerpersonainsights.com). Social Buyerology: Turning Insight Into Influence (buyerpersonainsights.com).

Business 100

Business B2B Demand Generation Agencies Wikipedia 100