Tony Zambito

APRIL 19, 2012

Lead generation today is becoming the art and science of targeting. If you are off-target with the buyer – you will be off-target on your lead generation tactics. Marketing and sales leaders today are looking to increase their percentage of being on target when it comes to lead generation. Getting On Target. Related articles.

Lead Generation 100

Lead Generation Lead Ranking Tactics Buyer Personas 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 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

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.

Demand Generation Agencies 100

Demand Generation Agencies Wikipedia Demand Generation Buyer Personas 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

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. A Step In The Right Direction.

Buyer Personas 100

Buyer Personas Research Studies Demand Generation Agencies 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. I suspect one reason may be that the pressure for instant results from lead generation efforts is a primary driver. Changing B2B with Predictive Buyer Modeling.

Lead Nurturing 100

Lead Nurturing Lead Ranking Leads Lead 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

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.

Sales Management 100

Sales Management Top of Funnel Planning Demand Generation 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

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

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

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.    Products, in general, are designed and produced to fulfill needs. 

Trends 100

Trends Fulfillment Work Management Marketing Management 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

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.    I am not sure this is a good thing for both buyer persona development and for sales or marketing in general. 

Buyer Personas 100

Buyer Personas Research Ideal Customer Profiles Demand Generation Agencies 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 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.”    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

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 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

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

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

JANUARY 5, 2011

A tough assignment for B2B marketers today is getting a handle on how buyers progress through the buying and selling cycles.    Understanding what buyers are doing in the lead generation to sales cycle gap is proving to be a competitive difference maker.

Buyer Personas 100

Buyer Personas Lead Ranking Work Management Buying Cycle 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. 

Peer-to-peer 100

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

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

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.  Image by jordanfischer via Flickr.   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 Buyer's Journey Digital Marketing Funnels 100

Tony Zambito

JUNE 13, 2011

  For many in the world of B2B Marketing, for example, it is hard to resist the impulse to plan for very action-oriented campaigns.    In the end, what this incoming generation finds will be a factor of survival for an organization in the long term. 

Buyer Personas 100

Buyer Personas Peer-to-peer Planning Viral Marketing 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

APRIL 12, 2011

  In B2B, it remains a skittish type of commitment.    Setting up avenues for B2B buyers to place reviews of your product or service can be powerful – and yes – frightening.    Social buyer personas today expect transparency.    Social buyer personas today expect transparency. 

Buyer Personas 100

Buyer Personas Word of Mouth WOM Curation 100

Tony Zambito

MARCH 13, 2011

   This is most notable in the B2B spectrum of marketplaces.   As the digital age takes root into the fabric of our economy, CEO’s today, and most appropriately those in the B2B marketplaces, must begin to think about the new era of the buyer experience economy and how it impacts their organization.  In 1999, B.

B2B Sales 100

B2B Sales Paid Search Agency Barriers Work Management 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.    For years, B2B companies have put sales people through training on relationship selling methodologies that focused on – well – the relationship.  What do I mean? 

Top of Funnel 100

Top of Funnel Trends Conversion Buyer Personas 100

Tony Zambito

MARCH 30, 2012

What we now have is the challenge of turning on a dime to repurpose inside sales and marketing support to at least gain balance in inbound marketing while succeeding at a level of outbound demand generation as well. What is profound is that this is more than the labels of the elusive, invisible, or buyer 2.0.

SMB 100

SMB Advertising Channels Enterprise Management Work Management 100

Tony Zambito

JUNE 1, 2011

  Now we are seeing an increasing change at a rapid pace for the B2B business buyer which is not so easy to pinpoint as in the consumer world.  .  What we are witnessing is a dramatic shift in buying behaviors.    At first, behavioral changes were notable among consumers and easy to spot. 

Buyer Personas 100

Buyer Personas Peer-to-peer Wikipedia Interactive Marketing 100

Tony Zambito

APRIL 6, 2012

5 Ways New Buyer Behaviors Are Impacting B2B Sales (buyerology.com). How To Get To Know The New SMB Buyer (buyerology.com). Your Top Priority Is Growing The SMB Revenue Base – Now What? buyerology.com).

SMB 100

SMB Buyer Personas Lead Ranking B2B Sales 100