Tony Zambito

MARCH 6, 2017

Many B2B firms today are either severely lacking in buyer insights or are led to believe the buyer intelligence they obtain is relevant to buyer insights. B2B companies may have to come to grips with the fact they are living in their own digital information bubble. The digital revolution in B2B is creating new ecosystems.

Digital Transformation 253

Digital Transformation Buyer Personas Lead Ranking B2B 253

Tony Zambito

OCTOBER 1, 2018

The speed at which changes in buying behaviors and decision-making are occurring is a challenge faced by B2B organizations. insights: The Entire B2B Lifecycle Needed. B2B leaders in marketing and sales will have to transition from the narrower journey understanding to that of attaining insights on the entire B2B lifecycle.

Buyer Personas 174

Buyer Personas Lead Ranking Digital Marketing Funnels Urgency Marketing 174

Tony Zambito

MARCH 6, 2016

There is a big problem when it comes to B2B customer research. And, most B2B executives may be unable to see or recognize the problem. Which is, a majority of buyer persona development efforts are focused on reinforcing incorrect assumptions about B2B buyers. Myths Hurting B2B Marketing And Sales.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles B2B B2B Sales 100

Tony Zambito

OCTOBER 26, 2020

The impact of the coronavirus pandemic will represent the most significant disruption in B2B commerce in many decades. The renewed surges in the spread of the pandemic will raise further obstacles and questions as B2B businesses look ahead to 2021. The imperative for B2B suppliers is to understand how their buyer’s goals are changing.

Marketing & Strategy 245

Marketing & Strategy Buyer Personas B2B Sales Interactive Marketing 245

Tony Zambito

JUNE 5, 2016

Recent research by SiriusDecisions found that for 80% of B2B buyers surveyed, customer experience counted as the top significant reason why they chose to work with a specific provider over another. This type of recent B2B research, accompanied by others in the past few years, points to the major influence customer experience now has in B2B.

Buyer Personas 100

Buyer Personas Research B2B Correlation 100

Tony Zambito

MAY 19, 2021

This new reality will put added pressure on CMOs and CSOs to coordinate strategies impacting the development of digital buying experiences. It is the type of development B2B organizations will have to attain deep buyer insights about if they hope to accelerate their revenue growth. At least have a chance to. To name a few.

Differentiation 244

Differentiation Top of Funnel Buy Buyer Personas 244

Tony Zambito

JANUARY 11, 2021

In the world of B2B, buying teams and processes are prominent. The increase in recent uncertainty will cause B2B companies to squeeze tighter on budgets. This will lead buyers to further ignore or turn-off the overwhelming volume of content they are facing day in and day out. Backlash Against Content Flood.

Trends 209

Trends B2B Sales B2B Marketing Spending 209

Tony Zambito

FEBRUARY 28, 2016

When it comes to the state of B2B content marketing and engagement, this proverb is on the mark. According to a recent study by Track Maven , one among a few on this topic, shows both B2B and B2C marketers have increased their publishing of content in 2015 by as much as 35 to 40%. by Juan Pablo Bravo. Sometimes more is truly less.

Buyer Personas 100

Buyer Personas B2B Content B2B Sales 100

Tony Zambito

NOVEMBER 18, 2020

While the world of B2B can be perceived as lacking in warmth and perhaps even superficial at times, there are tremendous opportunities to create bonds of loyalty between two B2B organizations. It is, after all, the dream of many B2B leaders to forge such connections with buyers. Creating a strong bond of loyalty.

Loyalty 195

Loyalty Lead Scoring Lead Ranking B2B Sales 195

Tony Zambito

NOVEMBER 21, 2020

We have already seen acceleration towards digital trends in both consumer and B2B markets. From eCommerce proliferating in many consumer markets to digital commerce in complex B2B becoming more acceptable. For many B2B organizations, recovery and rebound are rooted in how well they know how their buyers have changed.

Buyer Personas 255

Buyer Personas B2B Sales Research eCommerce 255

Tony Zambito

APRIL 29, 2012

"Sales Checking For Leads" © All Rights Reserved Kenny Madden. 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. Which begs the question: why are companies slow to adopt to lead nurturing?

Lead Nurturing 100

Lead Nurturing Lead Ranking Leads Lead 100

Tony Zambito

JUNE 26, 2016

For B2B CMOs, the idea of audience development and engagement can be perplexing. Questions I often receive when working with CMOs specific to B2B. Investing in audience development remains a key goal for many B2B CMOs. Investing in audience development remains a key goal for many B2B CMOs.

Buyer Personas 104

Buyer Personas Research B2B Fulfillment 104

Tony Zambito

JANUARY 31, 2016

The overriding concern from many content marketers is on lead and sales conversion. Contrary to what is commonly believed, investing in brand trust ultimately will lead to more sales conversions. Rushing, if you will, into positioning content strictly in terms of lead and sales conversions. What is exactly different?

Ideal Customer Profiles 100

Ideal Customer Profiles Leads Lead Marketing Qualified Leads 100

Tony Zambito

OCTOBER 26, 2015

Which, then leads to organizations staying in the status quo of buyer profiling, as well as, win/loss analysis.). Importance Of B2B Ethnography Grows In The Digital Economy. In order to see how behaviors and interactions are changing, CEOs and CMOs will need to embrace B2B ethnography. Ultimately resulting in larger deal sizes.

Buyer Personas 100

Buyer Personas B2B Paid Search Agency Ideal Customer Profiles 100

Tony Zambito

MAY 26, 2021

As we enter a new era for B2B, beset with new realities, I have to wonder whether this is the right mindset for what lies ahead. Several considerations marketing and sales leaders can take in a new era for B2B: 1 – Develop A Goal-Directed Mindset. Sales development and training organizations use this phrase as well.

Buy 196

Buy Buyer Personas B2B Sales Gartner 196

Tony Zambito

NOVEMBER 23, 2020

I hear plenty from B2B marketing and sales leaders the mention of “buyer personas.” B2B leaders can look to market and buyer signals letting them know it is time to reset strategies, gain insights, and update their buyer personas. Leading to more opportunities to engage. Be wary of updating the bad to worse.

Buyer Personas 228

Buyer Personas Terms and Conditions Interactive Marketing B2B Sales 228

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. .  Every story has to have a beginning.    . 

Buyer Personas 100

Buyer Personas Lead Ranking Work Management Buying Cycle 100

Tony Zambito

MAY 5, 2011

B2B marketing and sales has lived in a neat framework centered on the purchase transaction.    The key lies in how well you and your organization are responding to the most transformative changes in B2B buying we’ve seen in several decades at least. .  Image via Wikipedia.   That is, until now. 

Buy 100

Buy Buyer Personas B2B Lock-In 100

Tony Zambito

JANUARY 30, 2012

I would not be surprised today if a group of B2B executives said they were using fortune tellers to peer into a crystal ball to make predictions about the future. The ability to make decisions based on predictions is becoming an essential attribute for B2B executives. Image via Wikipedia. Emphasis on modeling buyer behavior.

Lead Ranking 100

Lead Ranking B2B Peer-to-peer B2B Sales 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

JANUARY 12, 2022

Both B2C and B2B types of engagements. For instance, growth planning around global regions can easily lead to one size fits all approaches. I come down on the side of saying yes to these two questions. Qualitatively interviewing business buyers and consumers.

Buyer Personas 228

Buyer Personas Display Trends Marketing & Strategy 228

Tony Zambito

FEBRUARY 27, 2010

Last July Tony Karrer at Browse My Stuff and Tom Pick at WebMarketCentral created and launched the B2B Marketing Zone , a community collecting and organizing the best information on the web about B2B marketing.

Buyer Personas 100

Buyer Personas B2B Marketing B2B B2B Sales 100

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

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

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 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

JANUARY 19, 2022

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. Buyers are looking to you and organizations to offer them a brand vision that helps to shape a better future.

Buyer Personas 207

Buyer Personas Organic Leads Brand Identity Branding 207

Tony Zambito

JANUARY 21, 2022

The balancing of these two forms of information and intelligence processing can lead to human-centered insights. For companies today, whether B2C or B2B, acting upon human-centered insights about their buyers and customers is truly a matter of survival. . Data-centric intelligence requires input from data.

Marketing AI 204

Marketing AI Buyer Personas Marketing & Strategy Act-On 204

Tony Zambito

MAY 17, 2010

Similarly, the world of B2B Marketing and Content Marketing must contend with parity.    The challenge of standing out above the parity that exists in B2B marketing messaging and content will become increasingly difficult.   Pillar Three: Gain Deep Understanding of How to Design Content Aligned with Goals. . 

Buyer Personas 100

Buyer Personas B2B Marketing B2B Content 100

Tony Zambito

APRIL 19, 2012

Lead generation today is becoming the art and science of targeting. Nearly 30% expressed dissatisfaction with lead conversion to sales. If you are off-target with the buyer – you will be off-target on your lead generation tactics. The area of lead generation is where marketing and sales are usually out of alignment.

Lead Generation 100

Lead Generation Lead Ranking Tactics Buyer Personas 100

Tony Zambito

JUNE 8, 2020

Tony is the founder and leading authority in buyer personas and buyer insights. In 2001, Tony established the first-ever buyer persona development methodology designed specifically for B2B Marketing and Sales. About Tony Zambito.

Studies 162

Studies Buyer Personas Paid Search Agency Sample 162

Tony Zambito

APRIL 30, 2021

Far too often, organizations, be they B2B or B2C, can lack in their understanding of buyer goals. Leading to informing insights and goal-directed buyer strategies designed to help buyers and in turn – help their organizations grow.

Buyer Personas 176

Buyer Personas B2B Sales Organic Leads Profiling 176

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

JUNE 6, 2017

In the past few years, the data analytics revolution has continued unabated in the worlds of B2B and B2C. Such an ability to learn patterns that lead to artificial intelligence can result in vastly improved customer experiences. This use of artificial intelligence can be harder to achieve in certain B2B markets.

Marketing AI 214

Marketing AI Paid Search Agency Buyer Personas Companies 214

Tony Zambito

OCTOBER 3, 2018

B2B organizations reworked their sales organization and invested heavily to be more consultative with buyers. B2B entities are finding it hard to let go and prepare for sales transformation in the new digital era of commerce. . For the past few decades, solution-based selling was the dominant theme in building sales organizations.

Enterprise Management 169

Enterprise Management B2B Thought Leadership Urgency Marketing Work Management 169

Tony Zambito

FEBRUARY 5, 2017

The illusion being that by consistently putting “content in front of people” , the company will grow from resulting leads generated by its content. Inadvertently leading to even more content being produced to meet this broadcasting mindset and expectations. Illusions tend to create cyclical behaviors.

Digital Transformation 50

Digital Transformation Buyer Personas Broadcasting Leads 50