Tony Zambito

JANUARY 18, 2022

Uncertainty has always been an element of business commerce. With this backdrop, business organizations will need to recognize that customer and buyer goals are changing. Each new world or commercial event brings new implications for businesses and buyers alike. What can business leaders do? Rapidly and frequently.

Buyer Personas 209

Buyer Personas Psychographics Customer Satisfaction Correlation 209

Tony Zambito

JANUARY 10, 2022

Leaders that are responsible for their overall business, marketing, or sales functions. Even after requesting numerous analytical reports, leaders are left wanting. Lack of insights about buyers creates an inability to solve problems. What I often hear is the need to get more insights about their buyers and customers.

Buyer Personas 234

Buyer Personas Sample Urgency Marketing Analysis 234

Tony Zambito

DECEMBER 6, 2020

Like a lot of concepts in business, phrases become accepted speak but oftentimes are rarely put into practice. Insights and Analytics Are Not Connected. While the latest advances in data analytics, AI, and machine learning can provide meaningful insights, they are often incapable of providing deeper emotions-based buyer insights.

Organization 183

Organization B2B Buyer Personas Fulfillment 183

Tony Zambito

FEBRUARY 15, 2022

In today’s business climate, the right to gain this deeper understanding must be earned. For each of the above, just collecting analytical data on buyer and customer activities online is no longer good enough. In today’s environment of business uncertainty , the need for insights has never been higher.

B2B Marketing 147

B2B Marketing B2B Trust Marketing Marketing & Strategy 147

Tony Zambito

FEBRUARY 28, 2018

As business leaders and marketing leaders look ahead to the future, the ever-expanding global digital economy will undoubtedly cause further disruption. How should business leaders and CMOs look towards the future, then? 3 Forces Business And Marketing Leaders Will Need To Address.

B2B Marketing 113

B2B Marketing Planning Buyer Personas B2B 113

Tony Zambito

OCTOBER 3, 2018

Solution-selling methodologies and training proved to be a big business. Buyers and Customers Are Armed With Data and Analytics. It would be a fallacy to think that buyers and customers will not be in possession of data and analytics that are influencing their choices. It was disappointing.” – VP, Client Services.

Enterprise Management 169

Enterprise Management B2B Thought Leadership Urgency Marketing Work Management 169

Tony Zambito

SEPTEMBER 29, 2018

As is most common in businesses today, there is enormous pressure to achieve short-term immediate results. Today’s hyper-focused mode of operating on the short leash can make it difficult for business leaders to step back, gather critical customer insights, and take a long-term view. Context Gets To The “Why”. Choices And Choosing.

CMO 176

CMO Analytics Network Marketing Planning 176

Tony Zambito

OCTOBER 7, 2018

In the form of data and analytics, organizations are hoping to glean informative insights into the purchase behaviors of their buyers and customers. Especially within business contexts. With digital disruption affecting many types of businesses and industries, gaining deeper buyer insights becomes critical for business leaders.

Marketing AI 187

Marketing AI Peer-to-peer Buyer Personas Segmentation 187

Tony Zambito

JANUARY 30, 2012

It has been used both in business and in military exercises for several decades. Predictive analytics and modeling has mostly been about exactly what the name implies – an exercise in using analytics to predict and model different scenarios. Bringing a qualitative interface to the quantitative analytics.

Lead Ranking 100

Lead Ranking B2B Peer-to-peer B2B Sales 100

Tony Zambito

OCTOBER 18, 2015

Segmentation has been a staple of business marketing and sales for several decades. The concept of breaking down a potential market or industry into smaller target segments is a standard technique taught in business schools and used by many organizations. by Evan Shuster.

Ideal Customer Profiles 100

Ideal Customer Profiles Profiling Buyer Personas Marketing Management 100

Tony Zambito

JANUARY 29, 2017

The introduction of new digital technologies and new business models is having a breathtaking impact on how customers determine what goals are important to them, what they want, and how they decide. Approaches that go beyond the multitude of marketing analytical tools that are being introduced. Often characterized as insights.

Digital Transformation 100

Digital Transformation Buyer Personas Ideal Customer Profiles B2B Thought Leadership 100

Tony Zambito

NOVEMBER 22, 2015

New digital technologies are bombarding the C-Suite with promises of data-driven analytics. Here are seven elements CEOs and their teams must develop in order to make informed decisions to achieve growth: 1 – Research, Analytics, And Insights. Advocating promises of revelatory insights through the push of a button.

Buyer Personas 100

Buyer Personas Lead Ranking Buy Research 100

Tony Zambito

NOVEMBER 8, 2015

Creating distinctive and engaging experiences, as part of how people and businesses go about making purchases, is getting more attention today than ever. In order to learn how to create distinctive buying experiences, businesses are embracing new means and approaches.

Buy 100

Buy Buyer Personas Acquisitions Correlation 100

Tony Zambito

AUGUST 14, 2016

The notion of operations is implicit in science, systems, processes, analytics, and rules. Enabling analytics and reports on profiling attributes and activities of buyers and customers as gleaned from a database. An overarching influence is the urge to quantify anything and everything that is prevalent in business.

Buyer Personas 102

Buyer Personas Ideal Customer Profiles Profiling CMO 102

Tony Zambito

JANUARY 3, 2016

This is certainly a validating result business leaders in marketing, sales, and service operations should take away from this survey. . One-way business leaders can minimize frustration with buyer persona effectiveness is to perform a litmus test of sorts. Reflective Commentary. Again, a correlation to effectiveness as well.

Buyer Personas 100

Buyer Personas Correlation Effectiveness Ideal Customer Profiles 100

Tony Zambito

FEBRUARY 10, 2012

Sales training was all geared to train sellers how to persuade the single buyer and in the 1980’s we started to see models of how to determine the psyche of the single buyer – was he or she an amiable or an analytical? Connect predictive buyer modeling to predictive analytics to illuminate a 360 degree view of buyers.

Lead Ranking 100

Lead Ranking B2B Marketing Buyer Personas B2B 100

Tony Zambito

OCTOBER 23, 2016

Making it harder for businesses to assess markets and get a read on market environments. New digital technologies are transforming the very concept of how organizations communicate and create new business and operational models in the digital economy. Far more so than in any time in the last 50 years. Reframing Market Strategy.

Enterprise Management 100

Enterprise Management Marketing & Strategy Marketing Strategy Work Management 100

Tony Zambito

JANUARY 25, 2012

In the business-to-business world, the quest to connect with decision-makers has been and most likely will continue to be the main challenge confronting B2B leaders. For decades, B2B sales and marketing has relied on business information of the likes of Hoovers , Dun & Bradstreet , and others.

Buyer Personas 100

Buyer Personas B2B Allocation Peer-to-peer 100

Tony Zambito

OCTOBER 26, 2015

The promises of Big Data and analytics are limited in their ability to detect changes and cannot offer deeper assessments related to behaviors. An important aspect essential to this transformation is how people and businesses interact. And, to see how other businesses are adopting new digital technologies.

Buyer Personas 100

Buyer Personas B2B Paid Search Agency Ideal Customer Profiles 100

Tony Zambito

NOVEMBER 14, 2011

  And data-driven marketing and BIG data has become BIG business to tell us what buyers are doing. In the past two plus years, we are seeing a rise in the analytical push and explosion in the wont for data.  Here’s a problem we all know business has.    We know, to a degree, what buyers are doing. 

Trends 100

Trends Planning Buy CMO 100

Tony Zambito

MAY 5, 2010

  This year we’ve seen the advent of social media analytics beginning to surface.    Activity levels are being measured and monitored by analytics software however deriving meaning from the output will be a significant challenge.   As the storm of social media rages on, more and more people are responding to it. 

Social Media 100

Social Media Buyer Personas Media Marketing Automation Services 100

Tony Zambito

APRIL 21, 2010

  In organizations where the leadership is mostly analytical in nature, the need for information and analysis can be interwoven into the corporate culture and is a component of every decision.  Image by kevinzhengli via Flickr. The quest for information can be addicting. 

Buyer Personas 100

Buyer Personas Rules Sample Validation 100

Tony Zambito

MARCH 26, 2012

Small business Administration estimates that the SMB segment accounts for better than 98% of all businesses in the United States. Analytics of your SMB customer database is like fighting numbers with numbers – you can contain the data but without behavioral insight – you will not be able to get inside them.

SMB 100

SMB Enterprise Management Buyer Personas Marketing Management 100

Tony Zambito

MARCH 24, 2010

.   Buyer Personas provide senior leaders with qualitative-based insights that helps bring to life the quantitative-based, and sometimes often over-emphasized, analytical insight.   Visual Thinking.   He essentially viewed the problem and tried to solve it in his head first.   Insight into the Unknown. .

Buyer Personas 100

Buyer Personas Marketing & Strategy Buying Cycle Forecasting 100

Tony Zambito

MARCH 1, 2010

.   Buyer Personas provide senior leaders with qualitative-based insights that helps bring to life the quantitative-based, and sometimes often over-emphasized, analytical insight.   Visual Thinking.   He essentially viewed the problem and tried to solve it in his head first.   Insight into the Unknown. .

Buyer Personas 100

Buyer Personas Marketing & Strategy Forecasting Analytics 100

Tony Zambito

SEPTEMBER 19, 2016

The marketing campaign mentality has also contributed to a paralyzing fixation on analytics. It is not surprising that, despite mega-content marketing conferences, introductions of new technologies, and agencies claiming one process is better than another, the needle on content marketing effectiveness has not climbed.

Buyer Personas 0

Buyer Personas Planning Paid Search Agency Content 0

Tony Zambito

JUNE 26, 2016

For example, a supply chain analytics provider I recently worked with shifted their communications to lead with scenarios. By understanding fully, the scenarios , which confront their buyers, they are in a better position to connect by demonstrating their understanding of goals and the scenarios in which these goals play out.

Buyer Personas 104

Buyer Personas Research B2B Fulfillment 104

Tony Zambito

MARCH 6, 2016

Such as: To confuse a preponderance of data analytics, for example, that is focused on confirming current assumptions as “new” customer insight. Leads To Mistaken Customer Understanding. These four myths can cause challenges for B2B executives and lead to errors in understanding customers.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles B2B B2B Sales 100

Tony Zambito

APRIL 19, 2010

.  Gaining a solid grasps on their motivations, drivers, personalities, people they interact with, and the likes has led to many programs offering clues on how to reach, sell, and close business with buyers.     The difficulty lies in putting the picture together and making sense of what you have learned. 

Buyer Personas 100

Buyer Personas Rules Tagging Training 100

Tony Zambito

MARCH 18, 2012

With revenue growth opportunities shrinking among their large accounts, senior leaders in these organizations are turning a focused eye towards the highly sought after small and mid-size business segment. Challenging Dell and its’ low cost entry strategy for small to mid-size businesses. A New Challenge And A New Frontier.

SMB 100

SMB Enterprise Management SME Work Management 100

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.

Buyer Personas 100

Buyer Personas Marketing & Strategy Marketing Strategy B2B Marketing 100

Tony Zambito

MARCH 9, 2012

This is part 5 and final article of a limited series on why buyer choice modeling is the new view B2B Business must adopt to improve revenue performance and develop long lasting relationships with buyers. . As we covered, many B2B businesses are wrestling with the unknown and the invisible. Total Brand and Buyer Experience.

Top of Funnel 100

Top of Funnel Lead Ranking Business Buyer Personas 100

Tony Zambito

APRIL 29, 2012

Depending on which reports you may read when it comes to lead nurturing, approximately 60% or more of B2B businesses do not have a formalized lead nurturing program. "Sales Checking For Leads" © All Rights Reserved Kenny Madden.

Lead Nurturing 100

Lead Nurturing Lead Ranking Marketing Qualified Leads Leads 100

Tony Zambito

APRIL 19, 2012

I have been party to many conversations where a sales leader laments about this lack of understanding who to target yet in the next sentence tells me that their lead generation teams are busy targeting a certain role or profile. To get to the heart of the issue takes committed buyer research.

Lead Generation 100

Lead Generation Lead Ranking Tactics Buyer Personas 100

Tony Zambito

MARCH 4, 2012

This is part 4 of a limited series on why buyer choice modeling is the new view B2B Business must adopt to improve revenue performance and develop long lasting relationships with buyers. B2B businesses are learning how to think outside the context of the funnel and how to encompass the total view of the brand and buyer experience.

Top of Funnel 100

Top of Funnel B2B B2B Sales Wikipedia 100

Tony Zambito

FEBRUARY 12, 2012

The bad news is that the CMO position still churns and remains one of the riskiest positions in corporate business. CMO’s today can cause fundamental shifts in buyer understanding through the balance of quantitative predictive analytics and qualitative predictive buyer modeling. Using A Periscope. Getting All Techie.

Lead Ranking 100

Lead Ranking CMO Analysis Lead Scoring 100

Tony Zambito

MARCH 21, 2012

Analytics will play an important role towards reaching understanding. The combined use of analytics and predictive buyer modeling can yield an insightful picture into how these new behaviors translate into uncovering why buyers make purchase decisions. Buyer behavior within the SMB world is rapidly changing.

SMB 100

SMB Lead Ranking Top of Funnel Buyer Personas 100