Tony Zambito

FEBRUARY 28, 2016

My interaction with buyers, via hundreds of B2B buyer interviews in multiple industries, leads me to believe this outcome is a correlation as opposed to a paradox. This in vogue approach has led to attempts to make an “automated science” out of the B2B marketer’s view of the buyer’s journey. I am not sure it is a paradox.

Buyer Personas 100

Buyer Personas B2B Content B2B Sales 100

Tony Zambito

OCTOBER 4, 2010

  An important attribute that B2B CEO’s will need to possess to lead organizations in Buyer Experience Innovation is ecosystem thinking.    Taking a step back and evaluating via an insight-driven approach can lead to choosing the right mix of technologies that contributes to overall growth strategies. 

Buyer Personas 100

Buyer Personas Marketing Automation Services Buying Cycle Lead Ranking 100

Tony Zambito

SEPTEMBER 22, 2010

  Leading their organization like an orchestra to understand how, in perfect harmony, they can create the sweeping composition that rivets the attention of buyers.    Such a composition can be written and designed when executives can harmonize around the 4 B’s of Buyer Experience Innovation. 

Top of Funnel 100

Top of Funnel Buyer Personas Marketing Automation Services Buyer's Journey 100

Tony Zambito

DECEMBER 8, 2015

In 2015, we have seen greater usage and the introduction of cloud-based platforms designed to automate buyer persona management. Yielding tremendous previously uncovered buyer insights, which are leading to successful marketing and sales efforts.

Buyer Personas 100

Buyer Personas Customer Surveys Ideal Customer Profiles Organic Leads 100

Tony Zambito

SEPTEMBER 20, 2010

  Leading their organization like an orchestra to understand how, in perfect harmony, they can create the sweeping composition that rivets the attention of buyers.    Such a composition can be written and designed when executives can harmonize around the 4 B’s of Buyer Experience Innovation. 

Top of Funnel 100

Top of Funnel Buyer Personas Buyer's Journey Digital Marketing Funnels 100

Tony Zambito

NOVEMBER 15, 2010

Sales Enablement, and Marketing Automation.  Sales Enablement, and Marketing Automation.    One organization leading the way is eBay.    It is very possible we may be having the wrong debate.   We continue to use language that supports convention and is function oriented. 

Buyer Personas 100

Buyer Personas Paid Search Agency Buying Cycle Lead Ranking 100

Tony Zambito

AUGUST 14, 2016

Yes, buyer profiling can be helpful for sales and marketing automation, for instance. The combination of matrix and quantification thinking can lead to some outlandish numbers. The importance of customer segmentation, buyer profiling, and marketing automation cannot be overstated. Why do I say labeled in name only ?

Buyer Personas 102

Buyer Personas Ideal Customer Profiles Profiling CMO 102

Tony Zambito

MAY 23, 2010

   Organizations today in their pursuit to get more leads, grow more revenue, and close more deals can lose sight of the fundamental process of listening to customers and being attentive to nuance changes in their goals.    Consistency in listening to customers and determining their goals is the hallmark of excellence.

Buyer Personas 100

Buyer Personas Wikipedia Ideal Customer Profiles Social Media 100

Tony Zambito

MAY 17, 2010

  The stream of messaging and content is surely to rise as marketing automation weaves its way into the fabric of marketing tactics.  .  Businesses continue to be in receipt of multiple waves of marketing messaging, email marketing, demand generation, pay per click, and many new forms of social networking oriented content. 

Buyer Personas 100

Buyer Personas B2B Marketing B2B Content 100

Tony Zambito

OCTOBER 11, 2010

  A profound understanding that, as Dan Henson highlighted back then, can lead to innovation in services, products, and relationships.    Executives will need to lead in establishing that purposeful redesigning around buyer experience is intentional.    B2B is also B2P.

Buyer Personas 100

Buyer Personas Marketing Automation Services Lead Ranking Conference 100

Tony Zambito

SEPTEMBER 28, 2010

  Executives, to make effective informed decisions when it comes to developing an overall customer strategy as well as leading the organization in Buyer Experience Design , need to articulate a full story about buyers and the goals buyers are attempting to accomplish.    Ignoring the qualitative can have severe consequences. 

Buyer Personas 100

Buyer Personas Enterprise Management Marketing Automation Services Social Media 100

Tony Zambito

SEPTEMBER 8, 2010

Design Thinking : Forward thinking CEO’s today are leading their organizations through sound design thinking in products, services, and experiences.    Today's leading B2B CEO's are beginning to make brand experience a considerable component of strategy.

Buyer Personas 100

Buyer Personas Buying Cycle B2B Lead Ranking 100

Tony Zambito

JANUARY 18, 2011

.  Adam gives us a good sense of the numbers and dollars being invested in demand generation and marketing automation.  You are focus on lead quantity not lead quality.   Pointing out however that the success rate is still low and using his words: “a pretty dismal state”.

Buyer Personas 100

Buyer Personas Demand Generation Demand Generation 100

Tony Zambito

APRIL 29, 2010

.   Tags: buyer goals buyer insight buyer persona development Buyer Personas buying process Customer Insight customer strategy demnad generation Digital Buyer Persona digital marketing digital marketing strategy lead generation Marketing marketing automation Personas social business strategy social media social media marketing social media strategy (..)

Buyer Personas 100

Buyer Personas Rules Marketing Automation Services Wikipedia 100

Tony Zambito

NOVEMBER 1, 2010

  Buyer Interaction Modeling : For every stage in the buyer’s journey, interactions that correlate to a buyer’s journey lead to successful buyer experience design.  .  In this series, I have presented the Seven Principles of Buyer Experience Journey Mapping and the Seven Stages of the Buyer Experience Journey as primers. 

Design 100

Design Buyer Personas B2B Thought Leadership Lead Ranking 100

Tony Zambito

SEPTEMBER 6, 2016

This can include the use of tracking from sales automation and marketing automation to keep honing in on the profile of buyers most likely to engage. This ill-advised approach can lead to focusing on the wrong buyers and executing marketing and sales messaging that basically falls on deaf ears. Priorities and Initiatives.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles Segmentation Profiling 100

Tony Zambito

AUGUST 16, 2010

I believe that a result of this anticipatory ability on the part of several leading organizations will be the creation of new media channels that ultimately may eclipse Twitter and Facebook in the minds of buyers. A defining moment we can anticipate and be excited about indeed.

Buyer Personas 100

Buyer Personas Allocation Marketing & Strategy Social Media 100

Tony Zambito

JUNE 14, 2010

  Equally of importance is how this understanding leads to dynamic customer experiences that shape a company’s own brand persona.   Understanding an organization’s target set of digital buyer personas will become even more critical than ever. 

Buyer Personas 100

Buyer Personas Wikipedia Social Media Marketing Automation Services 100

Tony Zambito

OCTOBER 25, 2010

  Paul Greenberg , a prolific speaker and leading thinker on Social CRM and author of CRM at the Speed of Light has written and spoken often on the notion that customers and buyers are not expecting just a product but are expecting experiences. 

Design 100

Design Buyer Personas B2B Thought Leadership Multi-Channel 100

Tony Zambito

NOVEMBER 21, 2010

Tags: buyer behavior buyer ecosystem buyer enablement buyer experience buyer experience design buyer experience innovation buyer experience strategy buyer goals buyer insight buyer persona buyer persona development Buyer Personas buying process Customer Insight customer strategy demand generation Digital Buyer Persona digital marketing digital marketing (..)

Top of Funnel 100

Top of Funnel AIDA Buyer Personas Terms and Conditions 100

Tony Zambito

SEPTEMBER 15, 2010

Principle 1: Senior executives lead. These principles provide management guidance for leading organizations towards adopting a plan to make Buyer Experience Innovation a difference maker in their future.  Insight is foundational to buyer experience innovation 4. Buyer experience is designed for the digital and social age.

Marketing Management 100

Marketing Management Buyer Personas Marketing Automation Services Loyalty 100

Tony Zambito

OCTOBER 18, 2010

  It also will set the stage, along with buyer insights and buyer persona development , to lead the organization through the efforts of Buyer Experience Design to create highly memorable and fulfilling buying experiences. The seven experience phases of the buyer journey can be labeled as: Initiative.   How? . 

Buyer Personas 100

Buyer Personas Buyer's Journey Allocation Trigger Marketing 100

Tony Zambito

APRIL 17, 2011

These strategy areas include content strategy, social marketing, marketing automation, social selling, demand generation, and buyer experience marketing.  .  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

DECEMBER 19, 2010

  This is old news now and has created the expanding industry of marketing automation.    The country will begin to come out of the post-recession doldrums and the digital age novelty will begin to wear off leading to real world practical usage  in such areas as social media. 

Top of Funnel 100

Top of Funnel Trends Conversion Buyer Personas 100

Tony Zambito

MAY 18, 2011

  We are seeing the births of new technologies and processes, such as content marketing, inbound marketing, marketing automation, and social media technologies attempting to address the voids created as B2B businesses shift their own buying processes and cycles.    Why do some work and others do not remain a puzzle. . 

Peer-to-peer 100

Peer-to-peer Buyer Personas B2B Thought Leadership Lead Ranking 100

Tony Zambito

MAY 4, 2011

.  As buyer personas makes their way into the dialogue of B2B marketing, content marketing, lead generation, and lead nurturing, this seems to be what is happening:  buyer personas are being seen as another means for profiling buyers.  The Importance of Buyer Personas to Lead-to-Revenue Management.

Buyer Personas 100

Buyer Personas Research Ideal Customer Profiles Demand Generation Agencies 100

Tony Zambito

NOVEMBER 28, 2010

.  Tags: buyer behavior buyer ecosystem buyer enablement buyer experience buyer experience design buyer experience innovation buyer experience strategy buyer goals buyer insight buyer persona buyer persona development Buyer Personas buying process Customer Insight customer strategy demand generation Digital Buyer Persona digital marketing digital (..)

Social Media 100

Social Media Peer-to-peer Buy Media 100

Tony Zambito

FEBRUARY 22, 2010

  The growth of CRM, Sales Automation, and Data Mining applications has provided a home for the numerous lists of market and company data. .   This form of exercise can become a marketing statistician’s dream of cutting, slicing, dicing, and correlating huge amounts of quantitative data.   How Many Is Too Many.

Buyer Personas 100

Buyer Personas Segmentation Ideal Customer Profiles Buying Cycle 100

Tony Zambito

JANUARY 30, 2011

  As I see it, audience development does not equate one-to-one with such efforts related to relationship marketing, selling approaches, lead generation, and other similar tactical means.  .  Like any new term that arrives in a business context, it is prone to being used to recast the dye on existing efforts. 

Social Media 100

Social Media Social Marketing Buyer Personas Planning 100

Tony Zambito

NOVEMBER 16, 2011

  I do mean that CMO's will have to lead efforts to develop an appreciable deep understanding of the demand fulfillment goals and scenarios that drive purchase decisions.    As opposed to push messaging, buyers find tools and logic available to them that help them in their pursuit.    The Future.

Fulfillment 100

Fulfillment Demand Generation Demand Trends 100

Tony Zambito

MAY 5, 2011

  The social experience is a new way of bringing the 1-to-1 customized approach to each potential opportunity and lead nurturing situation.  .  "Social" meaning what enhances the relationship beyond the old perfunctory step-by-step transaction orientation that traditionally defined B2B buying and selling. 

Buy 100

Buy Buyer Personas B2B Lock-In 100

Tony Zambito

DECEMBER 5, 2010

With respect to systems or standards for measuring qualified leads and sales opportunities, there will be a shift in thinking about the effectiveness of models such as BANT and AIDA as the focus increases on sales experience and the buyer experience.

Trends 100

Trends Buyer Personas AIDA Buyer's Journey 100

Tony Zambito

JANUARY 2, 2011

  In essence, providing a framework to lead from as well as take the organization through the reinvention process.    One thing is clear – haphazardly implementing tactical solutions without a buyer orientation as well as without design in mind will lead to little return.     

Buyer Personas 100

Buyer Personas B2B Buyer's Journey B2B Sales 100

Tony Zambito

DECEMBER 12, 2010

   Gaining insight into what types of multi-media formats buyers respond to can lead to effective digital and social media marketing strategies.  Multi-Media and Multi-Channel : The advent of the digital age has resulted in buyer expectations to engage in multi-media experiences as well as to have multi-channel options.  

B2B Sales 100

B2B Sales Buyer Personas Multi-Channel B2B 100

Tony Zambito

JULY 10, 2011

  The buyer has stages leading to a purchase decision.  There has much debate as well as thoughtful new ideas about the sales funnel or the sales pipeline view marketing and sales has been wedded to what seems like forever.    My view has changed on this the more I see qualitatively how a new social buyer is emerging. 

Buyer Personas 100

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

Tony Zambito

MAY 8, 2011

Image via Wikipedia. The raging waters of the sales and marketing alignment debate continues to make its’ way through the halls of corporate America.    This is despite recent entrance of social technology enabled systems and processes all professing to be the cure that remedies this debate.  

Buyer Personas 100

Buyer Personas Content Marketing Content Buying Cycle 100

Tony Zambito

APRIL 12, 2011

Image by Maria Reyes-McDavis via Flickr. When the term “engage” is used in a business context, there can be a tendency to think of engaging as an act we do to others.    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. 

Buyer Personas 100

Buyer Personas Word of Mouth WOM Curation 100