Tony Zambito

MAY 4, 2020

as a major source of leads will have to figure out a new avenue. Anticipating the impact of the pandemic on businesses in this current state is guesswork at best. There will be extreme hesitancy for international travel further complicating the ability to conduct conferences and exhibits. Artificial Intelligence Will Accelerate.

Marketing AI 173

Marketing AI Buyer Personas Advertising Agencies Conference 173

Tony Zambito

DECEMBER 20, 2015

Documentation Leads To Effectiveness. In my work with leading organizations in the last fifteen years, the most successful buyer persona endeavors were those addressing overall customer strategy and not relegated to just finding effective tactics related to messaging and demand generation. A Step In The Right Direction.

Buyer Personas 100

Buyer Personas Research Studies Demand Generation Agencies 100

Tony Zambito

JANUARY 3, 2016

While there may have been redundancy in previous surveys , this particular survey is devoted to understanding the best practices associated with buyer persona development. And, how such understanding leads to effective buyer personas resulting in higher performing overall customer strategies. Not just by quantitative means alone.

Buyer Personas 100

Buyer Personas Correlation Effectiveness Ideal Customer Profiles 100

Tony Zambito

DECEMBER 13, 2015

Leading to many strategies and tactics devoted to attempts to market or sell to the rationale behind decisions and buying processes. By doing so, organizations can best position themselves as helping customers to make better-informed decisions on how they can achieve their goals. by Gregor Črešnar. The so-called second layer.

Buyer Personas 100

Buyer Personas Lead Ranking B2B Sales Research 100

Tony Zambito

JULY 17, 2016

Leading to more effective online engagement, content design, and sales conversations. Gaining deep insights into the connection between buyer intentions and buyer goals can lead to reaching this key aspirational target on the part of CEOs and CMOs – to transform. The relationship between intent and goals is a very important one.

Intent 100

Intent Buyer Personas CMO Work Management 100

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

JANUARY 24, 2016

While others portray that if you just do these few things, then there will be a proverbial pot of gold, at the end of the year filled with overflowing coins of new leads and customers. Amounting to, in reality, a series of best guesses. If it were only that simple…. With some challenges easy to define and some not so easy to clarify.

Planning 100

Planning Buyer Personas Paid Search Agency Marketing & Strategy 100

Tony Zambito

JANUARY 18, 2011

You are focus on lead quantity not lead quality.   Adam says it best on why: “This needs to come first.  .  Pointing out however that the success rate is still low and using his words: “a pretty dismal state”. You don’t frame your demand generation plans in terms of the “reverse funnel math”.

Buyer Personas 100

Buyer Personas Demand Generation Demand Generation 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

OCTOBER 23, 2016

We have also seen organizations struggle with how best to adapt to new market dynamics related to customer behaviors and the role of content in reaching customers. Leading to more consumers getting their entertainment media from Netflix and watching on iPhones or iPads instead of TVs.

Enterprise Management 100

Enterprise Management Marketing & Strategy Marketing Strategy Work Management 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.    The roles of sales and marketing with respect to engagement are best defined when shaped by how they contribute to the overall buyer experience. 

Buyer Personas 100

Buyer Personas Marketing Automation Services Buying Cycle Lead Ranking 100

Tony Zambito

SEPTEMBER 6, 2016

Where views on which segments best represent ideal target customers can become muddied over a decade or more. This ill-advised approach can lead to focusing on the wrong buyers and executing marketing and sales messaging that basically falls on deaf ears. In fact, it can be quite a complex effort for organizations to undertake.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles Segmentation Profiling 100

Tony Zambito

APRIL 29, 2010

A struggle for any CEO is to communicate the story of how the organization can and will best serve the goals of it’s’ buyers.  .  The 10th and final rule: Rule 10: Buyer Persona Development Serves as a Communications Platform to Tell the Story of Customers and Buyers.

Buyer Personas 100

Buyer Personas Rules Marketing Automation Services Wikipedia 100

Tony Zambito

MARCH 16, 2010

a privately held strategy consulting firm and the leading experts on Buyer Insights and Buyer Persona Development since 2002, announced the introduction of their Buyer Persona Strategy Playbooks Series. The Playbooks are designed to enable strategy, buyers, sales, and marketing in a way that creates alignment to best serve buyers’ goals.”.

Buyer Personas 100

Buyer Personas Marketing & Strategy Enterprise Management Buying Cycle 100

Tony Zambito

DECEMBER 19, 2010

  Paul Greenberg put it best this year when he said buyers today do not want to be an object of a sale but a subject of an experience.    Over used yes but the best example is Apple.    Apple has put together one of the best consumer buying experience in history.  write a comment…….write

Top of Funnel 100

Top of Funnel Trends Conversion Buyer Personas 100

Tony Zambito

MAY 5, 2011

  These days are certainly the best of times and could be the worst of times.    The social experience is a new way of bringing the 1-to-1 customized approach to each potential opportunity and lead nurturing situation.    That is, until now. 

Buy 100

Buy Buyer Personas B2B Lock-In 100

Tony Zambito

MAY 17, 2010

  Creating a national following that rivaled some of the best marketing and advertising prowess dreamed up by Madison Avenue.  .  To some sports writers, this has not been a good thing and they long for the return of the dynasty teams to love or hate. 

Buyer Personas 100

Buyer Personas B2B Marketing B2B Content 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.). In complex B2B environments, important insights can oftentimes best be seen rather than heard. Which, at its origins, was and still is predicated on the use of ethnographic research. This has never been more important.

Buyer Personas 100

Buyer Personas B2B Paid Search Agency Ideal Customer Profiles 100

Tony Zambito

MAY 13, 2008

I use undertone because most of the discussions seems to be around marketing "placating" sales with leads and getting them to make more money - without really addressing what lies underneath the gap. Dave's point that the gap is best defined through culture, philosophy, and business orientation gets to another crucial point.

Buyer Personas 100

Buyer Personas Conference Marketing & Strategy Webinar Metrics 100

Tony Zambito

APRIL 12, 2010

.  The Social Business Persona addresses the need for forward thinking organizations to understand the converging mix of usage behaviors, buying behaviors, and social behaviors that lead to social business strategies and the design of social experiences.    It is a journey I am eager to take as this evolution unfolds. 

Buyer Personas 100

Buyer Personas Business Social Media Lead Ranking 100

Tony Zambito

JULY 18, 2011

.  The science of goal interpretation from the unarticulated reveals the deepest insights about buyer behaviors as well as taps into underlying resources leading to innovation.    The science of goal orientation leads to discovering the often hidden and unarticulated roots of “why” people buy. 

Buyer Personas 100

Buyer Personas Lead Ranking Ideal Customer Profiles Opt-out 100

Tony Zambito

FEBRUARY 10, 2012

They can best be characterized as only helpful today but not revealing. Several executives I interviewed in the last six months of 2011 are saying it best: “What we’ve learned is that buyer personas, building tools for sales, creating lots of content, and etc. Follow @tonyzambito. Related articles.

Lead Ranking 100

Lead Ranking B2B Marketing Buyer Personas B2B 100

Tony Zambito

MAY 18, 2011

  The results of these new approaches and technologies are mixed as best to date.    Why do some work and others do not remain a puzzle. Reflecting on the significant changes still evolving has led me to a belief that a new discipline is warranted in the B2B business world. 

Peer-to-peer 100

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

Tony Zambito

FEBRUARY 15, 2010

These types of questions can help create an understanding of who the target buyer is and how best to approach from a selling and perhaps content marketing perspective.   Buyer personas are distinctive in that the end goal is to uncover insight that can lead to a market edge. · What motivates them? What are their pain points? ·

Buyer Personas 100

Buyer Personas Ideal Customer Profiles Profiling Lead Ranking 100

Tony Zambito

MARCH 22, 2010

  The investigative process of identifying target buyer personas can illuminate how an organization can best play in the market.   So each organization is making considerable investment in leading with partner-led solutions backed up by their own sales and marketing efforts.

Buyer Personas 100

Buyer Personas Planning Segmentation Case Studies 100

Tony Zambito

JANUARY 7, 2010

  Some have written that all you need to do is go to a few of your best sales people and have them come up with a buyer persona composite you can use.   Insight that will lead to buyer personas that are believable and real.   What then is meant by gathering Buyer Insight ? .     Next: Buyer Persona 2.0

Buyer Personas 100

Buyer Personas Lead Ranking User-Generated Content Barriers 100

Tony Zambito

JULY 10, 2011

  As buyer personas evolved, a prevailing notion was that buyer personas came with a “best if used by” date.    The buyer has stages leading to a purchase decision.    At first, it was recommended that new buyer personas be created every 5 years.    This timeline continued to shorten. 

Buyer Personas 100

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

Tony Zambito

MAY 12, 2011

  Just like in other professions in embryo stages, a few will begin to lead the pack and bring some sense to the chaos of buying.  .  Self-directed buying that involves research and evaluation as well as stakeholder analysis will become an increasingly important role in B2B organizations. 

Buyer Personas 100

Buyer Personas B2B Sales B2B Buying Cycle 100

Tony Zambito

MARCH 7, 2010

.   For some, a very counterintuitive notion when one comes up through the ranks with the rule of not showing your best hand until you get in front of the customer.   While today’s CEO’s and their executive teams are being asked to evaluate how Sales 2.0   Tags: Strategy.

Transparency 100

Transparency Buyer Personas Correlation Deliverability 100

Tony Zambito

NOVEMBER 28, 2010

  The picture of each of these changes continues to be fuzzy at best.  .  The only thing we can be sure of is that buying behaviors have changed and that expectations about the buying experience have changed.    Even in social media platforms you see “scripted” talk being used. 

Social Media 100

Social Media Peer-to-peer Buy Media 100

Tony Zambito

JANUARY 5, 2010

  The term and concept has grown through actual work on the part of leading edge organizations and some terrific writing as well as teaching on the topic of buyer personas.   The fact that his book has become a best seller has undoubtedly propelled the term buyer persona into widespread recognition.

Buyer Personas 100

Buyer Personas Work Management Forrester Marketing Management 100

Tony Zambito

AUGUST 3, 2011

  Leading up to this final part, part 1 through 4, I covered some of the misconceptions, impact of the social age, what changes were needed, and the establishing of a new role and framework.    If you have no idea how best to communicate with potential consumers or buyers - then buyer persona research is right for you. 

Buyer Personas 100

Buyer Personas Organization Viral Marketing Ideal Customer Profiles 100

Tony Zambito

MAY 8, 2011

.  It seems to me at least, that having strategy and organizational structure built around the buyer - both in proactice as well as structurally as eBay has done - offers the best hope to serve as a catalyst to foster sales and marketing alignment.      Related articles.

Buyer Personas 100

Buyer Personas Content Marketing Content Buying Cycle 100

Tony Zambito

MAY 20, 2012

The adoption of research-based modeling of buyers that leads to buyer personas has been mixed. Buyer personas are best defined as the modeling of buyer behaviors, the key attributes of buyers, and most importantly the goals of buyers. Can You Predict Your Ideal Scenarios For Lead Nurturing? Follow @tonyzambito. buyerology.com).

Buyer Personas 100

Buyer Personas Lead Ranking Demand Generation Agencies Ideal Customer Profiles 100

Tony Zambito

FEBRUARY 12, 2012

Not the best reason for a rise but nevertheless it presents opportunities for CMO’s to succeed in longer tenures. CMO’s can and should play an instrumental role in leading organizations out of economic instability and providing a clear picture of the state of their company’s buyers. Don’t Forget Your Best Friend.

Lead Ranking 100

Lead Ranking CMO Analysis Lead Scoring 100

Tony Zambito

FEBRUARY 22, 2010

  Whereby the qualitative gathering of buyer insight needed to craft buyer personas would reveal that their products and/or services are best designed to meet the specific goals of mid-level managers. .   For example, an IT services provider can mandate that “we are going to target the C-Level or C-Suite”.   Goals Not Roles.

Buyer Personas 100

Buyer Personas Segmentation Ideal Customer Profiles Buying Cycle 100

Tony Zambito

MARCH 15, 2010

  Good insight leads to good strategies.   As in the game of baseball for a masterful hitter seeking insight into the nuances of a pitcher, insights can lead to sound approaches that can help CEO’s to win in his or her market.   The questions can be endless.

Buyer Personas 100

Buyer Personas Work Management Validation Marketing Management 100