Tony Zambito

JULY 10, 2011

In part 1 of this reflection on the future of buyer personas, I focused on how it is important to leave some of the major misconceptions about buyer personas behind in order to peer into the future.    Without a doubt, we are seeing the most dramatic change in buyer behaviors since post World War II. 

Buyer Personas 100

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

SalesIntel

NOVEMBER 17, 2022

Overall, the edtech market is growing rapidly and is expected to continue to grow in the coming years, with online education and B2B sales being particularly strong areas of growth. Buyer Journey Mapping. Thus, mapping your buyer journey and nurturing them through the sales funnel is crucial.

Top of Funnel 98

Top of Funnel Marketing Budget Paid Content Paid Search Agency 98

Valasys

MAY 3, 2019

Intent data is a buzzword for B2B marketers & it reflects on the purchase intent of the potential customers at the different stages of their respective buying cycles. A report by ABM marketing report in 2018 found that only 25% of the B2B marketers were using intent data. Common Uses of Intent Data.

Intent Data 49

Intent Data Intent Analysis Top of Funnel 49

Televerde

DECEMBER 27, 2017

With technology in place, the next step toward modern marketing success is to build an engagement strategy that stretches across the buying cycle, from inquiry to close. Here’s how: Define the Prospect Buying Cycle and, Within it, What Constitutes a Sales Accepted Lead. Build Buyer Personas and Map Buyer Journeys.

Planning 58

Planning Top of Funnel Buying Cycle Buyer's Journey 58

Tony Zambito

SEPTEMBER 8, 2010

The pressure to achieve top line revenue growth and profitable growth strategies remain as the key challenges B2B CEO’s face today.    Compounding these challenges is the rapid transformation underway in the buyer-seller relationship brought on by the advent of digital marketing and social media technology. 

Buyer Personas 100

Buyer Personas Buying Cycle B2B Lead Ranking 100

PureB2B

MARCH 25, 2020

From content creation, to lead generation and nurture, the strategy has to be cohesive throughout the buyer journey. Marketers who have a handle on developing a good demand generation strategy are able to increase conversions with their content, raise brand awareness, and decrease sales cycle time.

Demand Generation Agencies 62

Demand Generation Agencies Demand Generation Top of Funnel Demand 62

PureB2B

MARCH 25, 2020

From content creation, to lead generation and nurture, the strategy has to be cohesive throughout the buyer journey. Marketers who have a handle on developing a good demand generation strategy are able to increase conversions with their content, raise brand awareness, and decrease sales cycle time.

Demand Generation Agencies 62

Demand Generation Agencies Demand Generation Top of Funnel Demand 62

Tony Zambito

JANUARY 2, 2011

One of the clearest mandates being heard from B2B buyers today is the desire for buying experiences that offer more than just a product or service sale.  What is clear is that B2B entities are faced with the significant challenges of reinventing buying as well as sales experiences. 

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Buyer Personas B2B Buyer's Journey B2B Sales 100

ANNUITAS

MARCH 19, 2013

If Si Robertson , one of the the “Duck Commanders” on A&E’s hit show “Duck Dynasty” , were to assess today’s B2B Marketer on how well they know their buyer, I can imagine he’s sum it up by saying, “Hey! You don’t know the buyer JACK”! This indicates that marketers have not dug deep enough to understand their buyer.

Buyer Personas 100

Buyer Personas Buying Cycle Forrester Buyer's Journey 100

Tony Zambito

SEPTEMBER 22, 2010

Many executives, in particular those of B2B and service oriented organizations, are faced with the challenge of having to rethink how to succeed in today’s digital age.    Viewing what each function is capable of in isolation and missing the harmonizing around the buyer experience.  Buyer Personas.

Top of Funnel 100

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

Tony Zambito

SEPTEMBER 20, 2010

Many executives, in particular those of B2B and service oriented organizations, are faced with the challenge of having to rethink how to succeed in today’s digital age.    Viewing what each function is capable of in isolation and missing the harmonizing around the buyer experience.  Buyer Personas.

Top of Funnel 100

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

PureB2B

MARCH 25, 2020

From content creation, to lead generation and nurture, the strategy has to be cohesive throughout the buyer journey. Marketers who have a handle on developing a good demand generation strategy are able to increase conversions with their content, raise brand awareness, and decrease sales cycle time.

Demand Generation Agencies 51

Demand Generation Agencies Demand Generation Top of Funnel Demand 51

The Lead Agency

MAY 12, 2019

Paid search advertising isn’t used as often in B2B marketing as it is in B2C. Running a successful B2B paid search advertising campaign in niche B2B target markets can be extremely difficult. This is primarily because B2B target markets are smaller, so defining profitable keywords can be challenging.

Paid Search Agency 63

Paid Search Agency Cost per Acquisition Campaigns B2B 63

Tony Zambito

OCTOBER 27, 2010

  Lauren notes that the B2B environment is faced with increasing challenges in marketing to as well as selling to the buyer.    Lauren further adds that a confluence of trends is changing the way buyers experience buying decisions and purchases. 

Trends 100

Trends Peer-to-peer Buyer Personas Marketing Automation Services 100

Tony Zambito

OCTOBER 18, 2010

  Complex B2B buyer experiences, in similar ways, have the nature of involving experiential processes within seven phases of the buyer journey.    These processes also have a tendency, in a B2B context, to recycle during the entire buyer journey and contribute to the overall buyer experience. 

Buyer Personas 100

Buyer Personas Buyer's Journey Allocation Trigger Marketing 100

DealSignal

MAY 15, 2022

Intent data shows what a buyer is interested in and what they are likely to do or buy next Imagine targeting a buyer before they even start their buyer journey. Intent data is a dataset that proactively identifies potential buyers searching online for similar products and services that your company is selling.

Intent Data 52

Intent Data Intent Marketing Automation Services Ideal Customer Profiles 52

Tony Zambito

SEPTEMBER 27, 2015

Such pressing concerns have CMOs seeking better ways to understand the entire buying cycle, as opposed to marketing’s traditional concern with building awareness. The idea of understanding the customer journey or buyer’s journey has come into vogue during the past couple of years.

Allocation 100

Allocation Buyer Personas CMO Press 100

Tony Zambito

OCTOBER 4, 2010

B2B market CEO’s must feel a little like the great explorer’s of our time.    Embracing buyer experience strategies and experience design in the B2B world is like discovering a new frontier.    The complexities presented by B2B markets and environments make this type of thinking all the more necessary. 

Buyer Personas 100

Buyer Personas Marketing Automation Services Buying Cycle Lead Ranking 100

Valasys

SEPTEMBER 27, 2019

Architecting the roadmaps to excel at customer experience management (CXM) is incontrovertible for B2B marketers. B2B marketing starts with customers & ends with them. The customers’ journey has evolved & so, the marketers too have shifted their focus to the intent based targeting of the prospects to optimize their experiences.

Enterprise Management 49

Enterprise Management Marketing Management Marketing AI B2B Marketing 49

Everything Technology Marketing

MAY 24, 2010

Your B2B markets are changing rapidly. It is now harder than ever for B2B vendors to get the attention of our audiences. B2B buyers are more sophisticated than ever. Brave New B2B Marketing World Welcome to the brave new world of marketing. Other tactics are still relevant and effective.

Work Management 100

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Tony Zambito

NOVEMBER 15, 2010

.  Let’s look at each role briefly: Buyer Experience Strategist : in this role, one examines buyer strategy, buyer insights, and developing end-to-end journeys that enable buyers to buy.

Buyer Personas 100

Buyer Personas Paid Search Agency Buying Cycle Lead Ranking 100

Tony Zambito

NOVEMBER 22, 2015

Utilizing the first critical element of research and insights for persona creation, personas can help guide the organization towards a common shared focus on helping customers to achieve their goals. Organizations should strive to develop buyer personas , user personas, and customer personas.

Buyer Personas 100

Buyer Personas Lead Ranking Buy Research 100

Tony Zambito

DECEMBER 19, 2010

  We all know buyer behavior has changed so much that the B2B business world has to find ways to adapt or be left in the dust.    More information and more expertise are what buyers are expecting.    Basically, the starting point of engagement has moved further up the buyer's journey. 

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Top of Funnel Trends Conversion Buyer Personas 100

Valasys

JUNE 10, 2019

The criticality of Account-Based Marketing for B2B businesses is immense; it involves customer acquisition & retention, engaging them through omnichannel marketing & generating sales conversions & afterwards delighting them for future prospecting & positive word-of-mouth. Bottom-Funnel KPIs.

Account Based Marketing 60

Account Based Marketing Top of Funnel ABM Marketing Report 60

6sense

MAY 10, 2017

With all the new technologies that enable B2B marketers to use the sharp minds they were born with, it really is a whole lot more fun than it used to be. Having data that clearly spells out which accounts have the greatest potential to buy makes everyone feel good about the energy and resources invested to engage those accounts.

Account Based Marketing 59

Account Based Marketing ABM Demand Generation Top of Funnel 59

Adobe Experience Cloud Blog

MARCH 16, 2015

Created buyer personas and journeys. Created messaging that supported the unique buyer journey for both their B2B and B2C business. If you do this, then you can map your social KPIs directly back to the buyer’s journey: Awareness : Reach. Activation : Conversion through the buying cycle.

Top of Funnel 48

Top of Funnel Paid Search Agency B2B Thought Leadership Multi-Channel 48

Hubspot

MAY 16, 2017

If the only actions you're tracking are email clicks, webpage visits and other engagements with your company , you are only tracking leads that are "in-market", or actively in the buying process. In reality, the majority of the B2B buying cycle is over by the time a buyer lands on your website.

Intent Data 72

Intent Data Intent Lead Ranking Campaigns 72

Kapost

APRIL 5, 2017

Organizations that use a mapping program to manage buyer and customer journeys average a 79% increase in cross-sell and upsell revenue, marketing research from the Aberdeen Group reveals. In the new B2B marketing landscape, buyers are in control of their journeys. 6 Ways to Create a Buyer Journey Map.

Top of Funnel 81

Top of Funnel Buyer's Journey Digital Marketing Funnels Buyer Personas 81

Heinz Marketing

AUGUST 25, 2020

Today, I want to continue the conversation and talk about how to map the B2B buying committee. What is the B2B buying committee? The B2B buying committee is a group of people involved in a purchase decision. And as organizations grow larger, so too will their buying committees.

Buy 112

Buy Ideal Customer Profiles B2B Marketing Buyer Personas 112

Cintell

FEBRUARY 15, 2016

In fact, the #1 priority of B2B marketers in 2016 will be “understanding buyers,” according to a recent survey from the IT Sales and Marketing Association. In today’s world of empowered buyers, the marketers who are getting it done are those who understand their buyers best.

Buyer Personas 100

Buyer Personas Buyer's Journey Marketing Qualified Leads Lead Ranking 100

ANNUITAS

AUGUST 4, 2015

A Content Map plots your buyer personas against your buyer journey for their information needs at each stage. A general representation of this concept is below: Of course, the first step is to understand your buyer journey and the personas involved. What their information needs are at each stage.

Content Marketing 100

Content Marketing Buyer Personas Buying Cycle Demand Generation 100

Delivra

NOVEMBER 14, 2018

As a B2B marketer, reaching your target audiences may seem impossible. More than half of B2B marketers are using marketing automation. That places marketing automation just behind analytics tools, email marketing-specific technology, and CMS as the top MarTech tools used by B2B marketers. Define/refine your buyer personas.

Marketing Automation Services 45

Marketing Automation Services Marketing Automation Automation B2B Marketing 45

SnapApp

JUNE 5, 2018

But, for many B2B organizations the sales engine is not turning. In fact, almost half of B2B sales reps list lead quantity and quality as their top challenge: ( Source ). Sales teams are spending too much time working leads that aren’t ready to buy, or don’t have any to work at all. B2B Technology Marketing Community).

Lead Qualification 81

Lead Qualification Lead Ranking Sales Management Lead Scoring 81

The ABM Agency

JANUARY 8, 2021

B2B marketing campaigns are constantly adapting to the rapidly shifting needs and demands of the modern business world, but one factor remains constant: A well-designed content marketing strategy can elevate a business from good to great. What is B2B Content Marketing? What Does B2B Content Marketing Do? Videos and podcasts.

Top of Funnel 52

Top of Funnel B2B Marketing Demand Generation Marketing Strategy 52

Markempa

AUGUST 12, 2021

Step #1: Step in your customers’ shoes to build a buyer journey map. It’s a journey. It’s worth noting: The sales messaging employed and the frequency of touches will depend on the solutions you sell and the prospect’s buying cycle. Be the customer. Finding it difficult to conceptualize this?

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Lead Nurturing Buy Lead Ranking Sales Qualified Leads 133

SnapApp

DECEMBER 4, 2017

76% of B2B marketers blog, and 73% publish case studies - Content Marketing Institute. . . Case studies allow businesses to use relatable business stories to move prospects towards the end of the buyer journey. 42% of B2B marketers say they’re effective at content marketing - Content Marketing Institute. .

Paid Content 122

Paid Content Top of Funnel Stats Marketing Budget 122

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. Connecting with today’s B2B buyers is on the minds of most CEO’s and their teams today.

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Top of Funnel B2B B2B Sales Wikipedia 100