Tony Zambito

JANUARY 19, 2022

In fact, the next generation of buyers and leaders will demand it. Business leaders, in consumer and B2B businesses alike, who can take on this unsaid accountability will have the best chance to lead in their markets. But also, to its impact on life and society outside of an organization.

Buyer Personas 207

Buyer Personas Organic Leads Brand Identity Branding 207

Tony Zambito

NOVEMBER 21, 2010

Four adverse affecting conditions are impacting the usefulness of the conventional B2B funnel or pipeline in terms of revenue growth predictability: Reliance on Past History : Much of the construct of the revenue pipeline and funnel is based on past history and how buyers behaved. 

Top of Funnel 100

Top of Funnel AIDA Buyer Personas Terms and Conditions 100

Tony Zambito

JUNE 26, 2011

In the B2B world, the emergence of the Social Buyer is causing organizations to search for better ways to reach its’ base of buyers.    What we do know is that B2B buyers are demanding more social experiences in their buying processes.   Image via Wikipedia. New Business Models.

Business 100

Business B2B Demand Generation Agencies Wikipedia 100

Tony Zambito

JANUARY 10, 2011

Two of the most compelling issues facing B2B marketers today is how to not only reach buyers but how to get buyers engaged.  B2B companies that put a premium on differentiating from their competitors through buyer experience innovation will have the edge.  Image by racoles via Flickr.   . 

B2B 100

B2B Buyer's Journey Sales Cycle Demand Generation 100

Tony Zambito

FEBRUARY 10, 2012

Many B2B Marketers today are faced with the daunting tasks of connecting with buyers in new ways and using new mediums that are still in infancy. The shelf-life expectancy of some of the new approaches is yet to be known; making investment and resource decisions for leaders in B2B Marketing a road filled with risks.

Lead Ranking 100

Lead Ranking B2B Marketing Buyer Personas B2B 100

Tony Zambito

MAY 12, 2011

Without question, while B2B Marketing is focused on developing its new prominence in the early stages of the buying cycle via content strategy and content marketing, B2B Sales is caught flat-footed on how to adapt to changing buyer behaviors.    How can B2B Sales begin to reinvent themselves starting today? . 

Buyer Personas 100

Buyer Personas B2B Sales B2B Buying Cycle 100

Tony Zambito

NOVEMBER 28, 2010

   B2B organizations are either dipping their toes in the social media waters while some have dived in nose first with elaborate presence.    In reality, B2B businesses are learning to become a new breed of online educators.    Even in social media platforms you see “scripted” talk being used. 

Social Media 100

Social Media Peer-to-peer Buy Media 100

Tony Zambito

MAY 17, 2010

Similarly, the world of B2B Marketing and Content Marketing must contend with parity.    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

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.    For many B2B CEO’s, they are witnessing the conventional strategies associated with sales and marketing being dismissed and tossed aside by buyers at an alarming rate. 

Buyer Personas 100

Buyer Personas Buying Cycle B2B Lead Ranking 100

Tony Zambito

DECEMBER 23, 2020

There will be a flurry of pent-up demand companies will seek to fulfill at the start of 2022. All facets of business commerce will continue to be affected. It will not be until September/October of 2021, when budget planning begins for 2022, that we will see optimism return. Marketing Will Face Buyer Backlash.

Marketing AI 235

Marketing AI Account Based Marketing Fulfillment Interactive Marketing 235

Tony Zambito

DECEMBER 12, 2010

Adapting to transformative changes in buyer behavior is the most significant challenge facing B2B organizations.    As B2B businesses seek to achieve post-recession revenue growth, they also must confront the issue of how to rethink long standing conventional practices in sales they know must change to meet this challenge head on. 

B2B Sales 100

B2B Sales Buyer Personas Multi-Channel B2B 100

Tony Zambito

MAY 4, 2020

Since founding the concept of buyer personas for B2B in 2001, there has never been a need for a new type of persona. As noted above, buyers will demand insights from sellers and partners. However, it is safe to say as work and commerce change, so will expectations as related to workforce competence, performance and expertise.

Marketing AI 173

Marketing AI Buyer Personas Advertising Agencies Conference 173

Tony Zambito

JUNE 6, 2017

In the past few years, the data analytics revolution has continued unabated in the worlds of B2B and B2C. With ever-increasing demands for access to data to support initiatives. This use of artificial intelligence can be harder to achieve in certain B2B markets. Illustration by Aneeque Ahmed.

Marketing AI 214

Marketing AI Paid Search Agency Buyer Personas Companies 214

Tony Zambito

FEBRUARY 7, 2012

In my most recent article, Boost Demand Generation Using Target Ready Buyer Models , a comment was posted by the ever thoughtful Eric Wittlake, author of the blog B2B Digital Marketing and a member of the team at the Integrated B2B Marketing Agency – Babcock and Jenkins. Image via Wikipedia. Rush to Tactics.

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Demand Generation Agencies Wikipedia Demand Generation Buyer Personas 100

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.  Image by incendiarymind via Flickr.

Buyer Personas 100

Buyer Personas B2B Buyer's Journey B2B Sales 100

Tony Zambito

DECEMBER 20, 2015

A recent survey conducted by Cintell*, entitled 2016 Benchmark Study On Understanding B2B Buyers , indicates that high performing organizations utilized qualitative research for their buyer personas. The study focused entirely on the use of buyer personas for understanding B2B buyers.

Buyer Personas 100

Buyer Personas Research Studies Demand Generation Agencies 100

Tony Zambito

DECEMBER 5, 2010

Reflecting on 2010, one cannot miss the incredible pace of change that is underway in B2B organizations as they adapt to the new state of mind of buyers.  Thinking Sales will require development of meeting buyer demands for an experiential interaction with sales that is more than just a focus on relationships alone.

Trends 100

Trends Buyer Personas AIDA Buyer's Journey 100

Tony Zambito

NOVEMBER 8, 2010

One of the most fundamental concepts in economics is that of supply and demand.  Demand is still very much part of the business vocabulary today.    Especially in the vernacular of B2B marketing whereby we see many topics related to Creating Demand, Demand Generation , Increasing Demand, and etc. 

Peer-to-peer 100

Peer-to-peer Buyer Personas Demand Generation Agencies Fulfillment 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. Changing B2B with Predictive Buyer Modeling. I recently introduced the idea of how predictive buyer modeling will change B2B as we know it. Related articles.

Lead Nurturing 100

Lead Nurturing Lead Ranking Leads Lead 100

Tony Zambito

APRIL 16, 2012

Whether they relate to demand generation, content marketing, sales enablement, and more, efforts are being made to make adaptations to changing buying behaviors. B2B companies today will need to evaluate whether they have systems and processes that are buyer designed. Buyer Designed Systems. Follow @tonyzambito. Related articles.

Sales Management 100

Sales Management Top of Funnel Planning Demand Generation 100

Tony Zambito

MARCH 30, 2011

.  Treating buyers as objects in the larger scheme of producing products and services where, particularly in the B2B context, we delivered the product or services to the buyer.     It seems like slowly buyers were set free from the delivery mechanisms that existed in both B2B and B2C worlds. 

Peer-to-peer 100

Peer-to-peer Buyer Personas Demand Generation Agencies Demand Generation 100

Tony Zambito

DECEMBER 8, 2011

Buyers are on a quest to be demand fulfilled.   However, this shift continues to occur at a slow pace in the B2B marketplace and many B2B organizations have product centricity wired into their organizational DNA.  Buyerology Trend: Think Demand Fulfillment vs. Demand Generation (buyerpersonainsights.com).

Trends 100

Trends Fulfillment Work Management Marketing Management 100

Tony Zambito

DECEMBER 2, 2011

Buyers are on a quest to be demand fulfilled.   Thirdly, there are in-house attempts as well as B2B marketing consultants who offer misguided knowledge of buyer personas as targeted profiles.  Buyerology Trend: Think Demand Fulfillment vs. Demand Generation (buyerpersonainsights.com).

Trends 100

Trends Buyer Personas Lead Ranking Content 100

Tony Zambito

NOVEMBER 1, 2010

In the global business and digital world of today, and particularly in B2B markets, a monumental shift is occurring in our percepts of buyer behavior and buyer strategy.    B2B buyers today desire the totality of end-to-end experience in addition to products and services that help them to meet goals and solve challenges.

Design 100

Design Buyer Personas B2B Thought Leadership Lead Ranking 100

Tony Zambito

SEPTEMBER 1, 2011

One particular trend I have noticed this year, in participant observations with B2B buyers, is the movement towards what I would label Intelligent Engagement.    Closely correlated to social media fatigue, B2B buyers are looking for a garden hose and not a fire hose. . 

Wikipedia 100

Wikipedia Correlation Social Media B2B Sales 100

Tony Zambito

MAY 4, 2011

Buyer Persona Development and the qualitative research methodology applied to creating buyer personas have proven to be an effective means for B2B organizations to reach a deeper understanding of their buyers.  Prevent Demand Generation Failure with Buyer Personas. Four Steps to Reinventing the B2B Buyer Experience.

Buyer Personas 100

Buyer Personas Research Ideal Customer Profiles Demand Generation Agencies 100

Tony Zambito

MAY 16, 2010

  Fortunately, in B2B marketing and sales, we do not have to make such choices on this level or order of magnitude.    In the B2B marketing and sales strategy environment, the degree of complexity surrounding buyer’s goal orientation and choices is significantly higher.  Identifying the organizational goals.

Buyer Personas 100

Buyer Personas Demand Generation Agencies Social Media Correlation 100

Tony Zambito

NOVEMBER 15, 2010

  While B2B business models may vastly differ from that of eBay’s and do not have the online or B2C focus they do, a common thread is that buyers are demanding end-to-end buying experiences as opposed to being an “object of a sale.” 

Buyer Personas 100

Buyer Personas Paid Search Agency Buying Cycle Lead Ranking 100

Tony Zambito

MAY 8, 2011

  Devising content strategy and content marketing tactics is becoming predominantly about publishing content that meet buyer demand for knowledge in the early stages of the buying cycle.    A recent meeting with a B2B organization illustrated this dynamic for me.    What’s going on? . 

Buyer Personas 100

Buyer Personas Content Marketing Content Buying Cycle 100

Tony Zambito

APRIL 10, 2011

.  Without adopting an understanding of readiness in the several areas mentioned, B2B as well as B2C organizations risk falling further behind the pace of change in buying behavioral dynamics.  B2B Marketers, Analyze This: How Do Prospects Score YOU on Their Experience?   Related articles.

Buyer Personas 100

Buyer Personas Organization Buying Cycle Buyer's Journey 100

Tony Zambito

APRIL 17, 2011

These strategy areas include content strategy, social marketing, marketing automation, social selling, demand generation, and buyer experience marketing.  Buyer Patterns : patterns related to how and why buyers buy have undergone significant changes and most notably in B2B these patterns are undergoing constant change and evolution.

Buyer Personas 100

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

Tony Zambito

MARCH 22, 2010

  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. Buyer Persona Development Process = Game Plan.

Buyer Personas 100

Buyer Personas Planning Segmentation Case Studies 100

Tony Zambito

MAY 18, 2011

We are also witnessing the phenomenon of buyers in B2B marketplaces becoming more social in their interactions.    The degree of interactions amongst buyers, both at a group and individual level, is most likely at the highest levels in the history of B2B selling and buying.  buyerpersonainsights.com).

Peer-to-peer 100

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

Tony Zambito

APRIL 19, 2012

Boost Demand Generation Using Target Ready Buyer Models (buyerology.com). Follow @tonyzambito. Related articles. Are Your Marketing and Sales Systems Broken? buyerology.com). Use Buyer-Based Selling To Engage The New SMB Buyer (buyerology.com).

Lead Generation 100

Lead Generation Lead Ranking Tactics Buyer Personas 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.  Turn B2B Buying Into a Social Experience (buyerpersonainsights.com).

Research 100

Research Buyer Personas Multi-Channel Validation 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.  Image via Wikipedia.   Viewing what each function is capable of in isolation and missing the harmonizing around the buyer experience. 

Top of Funnel 100

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

Tony Zambito

NOVEMBER 2, 2016

New supply and demand models are now altering market ecosystems. Allowing for small and medium size businesses to improve their customer services capabilities significantly as a result of the cost barrier of entry being cut drastically. Models that includes linking tightly the digital and the physical worlds.

Organization 100

Organization Enterprise Management Marketing Strategy Marketing & Strategy 100