Tony Zambito

OCTOBER 12, 2020

Many customer experience efforts by B2B organizations have content marketing as a cornerstone for such initiatives. With online research as the most important element of B2B purchase decisions, many B2B organizations are putting emphasis on developing content-driven customer experiences.

Buyer Personas 310

Buyer Personas B2B Amazon Fulfillment 310

Tony Zambito

MAY 24, 2021

In fact, each prime their channels with marketing content or sales guides at the ready with an answer. Marketing and sales traditionally believe that the path to building buyer trust is by providing answers. Answers to buyer problems and challenges. To whatever question comes up, there is an answer.

Ad Building 303

Ad Building Buyer Personas Trust Marketing B2B Sales 303

Tony Zambito

MAY 17, 2021

ABM has been a content-driven program found highly desirable for B2B marketing departments. We need to get more content in front of our target accounts. Where intent signals are set, content developed, and buyer interaction is designed not solely on the basis of what is good for marketing. Get more responses if you will.”.

Account Based Marketing 224

Account Based Marketing ABM Buyer Personas Intent Signal 224

Tony Zambito

APRIL 28, 2021

Marketing is producing new forms of digital content at 5 to 10 times the volume they did pre-pandemic. Since the pandemic began in March of 2020, we have seen the scales tipped heavily towards how to re-orient sales towards virtual selling and to create more interactive content. And to affect The Buyer Mindset.

Buyer Personas 208

Buyer Personas Planning Interactive Marketing Network Marketing 208

Tony Zambito

MAY 31, 2017

Marketing played a role then by supporting sales with content that sales delivered. Applying generalized content marketing thinking to an ABM strategy whereby the focus is on “getting our content in front of more people in our accounts”. ABM Does Not Equate To A Content Marketing Campaign.

Account Based Marketing 211

Account Based Marketing ABM Digital Transformation Paid Search Agency 211

Tony Zambito

DECEMBER 20, 2020

A key buyer insight coming out of the pandemic is B2B buyers are experiencing content fatigue. Who as a group, are undergoing the greatest barrage of content since the digitization of content began. With many B2B organizations tethered to activity-based metrics, the response is – you guessed it – more content marketing activity.

Account Based Marketing 273

Account Based Marketing Buyer Personas B2B Content 273

Tony Zambito

MAY 4, 2021

Far too often, organizations can treat buyer insights and buyer personas as checklist items for content production. The pay-off, however, is significant given the continuous shifting of buyer goals and behaviors. . 2 – Buyer Insights Management. You can prevent this by developing a dedicated focus on Buyer Insights Management.

Buyer Personas 328

Buyer Personas Account Based Marketing ABM Organic Leads 328

Tony Zambito

MARCH 6, 2017

Inside the bubble, intelligence is gathered to support predefined expectations around CX, account-based marketing, buyer’s journey, content marketing , content conversion rates, etc. Where success is oftentimes measured on how many downloads occur and the ability to identify real-time shifts in which content is accessed.

Digital Transformation 253

Digital Transformation Buyer Personas Lead Ranking B2B 253

Tony Zambito

MARCH 12, 2017

If your buyer personas are rooted in outdated sales and product marketing paradigms pertaining to role-based perceptions and the feeding of the perpetual content machine – it is time for a reboot. Whereby marketing finds itself analyzing historical trends related to online visits and which content was accessed.

Buyer Personas 251

Buyer Personas B2B Digital Transformation B2B Sales 251

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. Smart Content. Rush to Tactics.

Demand Generation Agencies 100

Demand Generation Agencies Wikipedia Demand Generation Buyer Personas 100

Tony Zambito

NOVEMBER 29, 2020

Content marketing arose in response. And find the barrage of irrelevant content marketing annoying. BTI buyers saw the Internet and its evolution as a way to get information. They no longer needed to call a sales representative to begin information seeking. Digital explorers know they can get information. They now seek much more.

Internet Marketing 207

Internet Marketing Fulfillment Interactive Marketing Customer Surveys 207

Tony Zambito

NOVEMBER 1, 2020

Solving the content overload buyers currently dread through BxD. Leaders will need to embrace Buyer Interaction Design that is focused on how the seller and seller-free buying interactions are designed. Infusing digital channels and technology into their buyer interaction design.

Buy 309

Buy B2B Buyer Personas Buyer's Journey 309

Tony Zambito

DECEMBER 14, 2020

Our typical first response is to create content perhaps stacked with statistics. Helping To Convey Confidence. The challenge for B2B marketers and sellers is how to achieve collective confidence. Made more challenging because of COVID-19. Validating how our product or services does what we say it does.

Ad Building 271

Ad Building Urgency Marketing Case Studies B2B Sales 271

Tony Zambito

OCTOBER 27, 2018

Many customer experience efforts by B2B organizations have content marketing as a cornerstone for such initiatives. In a previous article , I mentioned that one of the most heavily produced forms of marketing advisory content has to do with mapping content to the buyer’s or customer’s journey.

B2B 165

B2B Amazon Buyer Personas Fulfillment 165

Tony Zambito

JUNE 26, 2016

A recognition of the growing importance of digital content marketing to overall marketing strategies today. As the concept of content marketing has become more prominent in the B2B Marketing landscape, so have terms and compartmentalization. For example, some content marketing pundits believe you should separate out audience personas.

Buyer Personas 104

Buyer Personas Research B2B Fulfillment 104

Tony Zambito

FEBRUARY 27, 2010

Buyer Persona Insights is now privileged to be part of a selected group of B2B marketing experts covering such B2B relevant topics as lead generation, sales, content marketing, and several more. 

Buyer Personas 100

Buyer Personas B2B Marketing B2B B2B Sales 100

Tony Zambito

JULY 24, 2011

" Content Marketing: “The term, content marketing, I am seeing here and there.      Most recently, Michael Brito offered a great perspective via the use of circles on why content still matters and how the social customer is filtering relevant content.   Not sure I get it. 

Peer-to-peer 100

Peer-to-peer Buyer Personas Allocation Social Networks 100

Tony Zambito

NOVEMBER 21, 2020

Having profound and deep buyer insights will lead to: A reset of your overall buyer strategy that adapts to buyer changes Researched-back buyer personas that provide a common view of buyers Messaging that speaks with empathy towards buyers Demand generation that gets to the heart of the matter quickly A content strategy that meshes well with what buyers (..)

Buyer Personas 255

Buyer Personas B2B Sales Research eCommerce 255

Tony Zambito

MAY 10, 2021

Producing different forms of content at the ready for buyers when they go seeking. In this context, the filling in the blanks for each of these conventional stages became what it meant to be buyer-aligned. To align with what we think the buyer is seeking within the stages.

Top of Funnel 215

Top of Funnel B2B Sales Buyer Personas Process 215

Tony Zambito

MAY 5, 2021

The results can often be brand storytelling and content that fails to connect and is meaningless to an audience of buyers. We learn new episodic tidbits that change our perspectives about someone or a moment in history we thought we knew everything about. In the world of brand storytelling, accomplishing a similar end is extremely difficult.

Buyer Personas 198

Buyer Personas Storytelling Brand Identity Branding 198

Tony Zambito

NOVEMBER 23, 2020

” Oftentimes though referring to buyer profiles hastily completed for specific content campaigns. I hear plenty from B2B marketing and sales leaders the mention of “buyer personas.” Be wary of updating the bad to worse. The Reasons Why To Update. Where informing insights are once again gainfully sought.

Buyer Personas 228

Buyer Personas Terms and Conditions Interactive Marketing B2B Sales 228

Tony Zambito

MAY 13, 2011

.  Facebook, LinkedIn, Twitter, Blogs, and other social media ranked near the bottom.    Blogs, WOM, Twitter, and Direct Mail were all ahead of Facebook in terms of influence.  In terms of sharing content – okay I get it! Influence : This is where the report gets a little interesting. 

Buyer Personas 100

Buyer Personas WOM B2B Paid Search Agency 100

Tony Zambito

OCTOBER 4, 2015

Respond with content and media that fits into the new world of digital commerce. Yet, as CMOs invest and allocate more to content and digital media, the returns are not occurring as hoped. Various studies have shown buyers continue to find as much as 60-to-75% of content to be non-relevant. Understanding The Problem.

Direct Marketing 100

Direct Marketing Buyer Personas Allocation Ideal Customer Profiles 100

Tony Zambito

OCTOBER 25, 2011

When formulating marketing, sales, demand generation, and content strategies, an important factor is that of understanding the choices buyers make.  I want to refrain from using the word content in this context.    The word “content” is super hyped today and has taken on multiple meanings. 

Demand Generation 100

Demand Generation Internet Marketing Purchase Buy 100

Tony Zambito

OCTOBER 27, 2010

Recently, I had an engaging conversation with Lauren Carlson, a CRM Analyst with   Software Advice , as well as read her article Tailwinds for Marketing Automation Software posted on The Software Advice Blog.  One of the macro trends Lauren highlights is that buyers want content of real value. 

Trends 100

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

Tony Zambito

JANUARY 24, 2016

For example, one shiny object has been content marketing. For some who have gone “all in” with content marketing, they may just be discovering the constricting of their marketing to such has not been fruitful. What Should Guide Marketing? This is just a hunch but it may be close to being on the mark.

Planning 100

Planning Buyer Personas Paid Search Agency Marketing & Strategy 100

Tony Zambito

MAY 23, 2017

For example, many companies tend to adopt different labeled marketing approaches each year, whether it be content marketing, customer experience, account-based marketing, or the many others that have cropped up. Meeting these challenges remain fragmented and non-cohesive as alluded to above.

B2B Marketing 227

B2B Marketing Planning Buyer Personas B2B 227

Tony Zambito

NOVEMBER 15, 2020

With digital content as a constant, we are seeing buyers wanting totally seller-free interactions to intense seller-intervention to help them. Journey Orchestration : As buyers go about learning how they can accomplish a goal or solve a problem-associated goal, the COVID-19 pandemic is accelerating trends on how buyers interact.

Buyer Personas 220

Buyer Personas Digital Transformation B2B Sales Interactive Marketing 220

Tony Zambito

JANUARY 22, 2017

4 – Digital Interaction Will Matter More Than Content. Much attention has been paid to content marketing and more recently customer experience in the past five years. The results have been a decline in content marketing effectiveness.

Buyer Personas 100

Buyer Personas Digital Transformation Enterprise Management Account Based Marketing 100

Tony Zambito

AUGUST 31, 2011

  I have been thinking that there is something wrong with all the titles I see that begin with Reach and Engage for numerous articles and blog posts.    Do their efforts in content marketing and sales, for example, mirror conventional reach and push through the different channels of social networks? 

Social Media 100

Social Media Amazon Social Networks Paid Search Agency 100

Tony Zambito

MARCH 6, 2016

I recently wrote an article on the waste of content that is resulting from this assumption. Primarily from attempts to create multiple pieces of content for each perceived stage. Thus, inundating customers with non-relevant content. As opposed to a buyer’s focus on their situational scenario.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles B2B B2B Sales 100

Tony Zambito

MAY 29, 2021

Delivering just-in-time content and details that inform the buyer in a way that matters to them. B2B leaders will need to develop marketing and sales teams’ abilities to truly understand buyers. Equipped to activate buyer insights and put them in action. Marketing can up their level of resonating with buyers.

Top of Funnel 162

Top of Funnel Buyer Personas B2B Buyer's Journey 162

Tony Zambito

APRIL 2, 2008

I recently read and listened to on Brian Carroll's blog, B2B Lead Generation Blog , an interesting Podcast about the new role of sales as expert content filters. Brian offers one view of sales professionals being expert content filters. I agree with this and it has made for a complex world indeed.

Buyer Personas 100

Buyer Personas Buying Cycle Knowledge Base Internet Marketing 100

Tony Zambito

AUGUST 14, 2016

Applying this quantifying approach to content development spun the numbers even higher. They believed there were six stages to a buying process with the operational thinking that for each stage, each buyer role needed unique content. If you do the math, they were looking at trying to develop 450 unique pieces of content!

Buyer Personas 102

Buyer Personas Ideal Customer Profiles Profiling CMO 102

Tony Zambito

NOVEMBER 1, 2015

A recent survey by B2B Marketing, in conjunction with the UK-based agency Tomorrow People, indicated only 38% of marketers considered their content to be “very customer-centric.” Buyer personas are thought of as a tool specific only to new endeavors in content marketing, campaigns, and product launches.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles B2B Marketing Paid Search Agency 100

Tony Zambito

JANUARY 3, 2016

72% of the respondent stated they were using buyer personas for content marketing and messaging while 45% stated they were using for assessing market challenges and problems, as well as, address overall marketing strategy – an increase from 28% the previous year. As indicated by over 70% of the respondents.

Buyer Personas 100

Buyer Personas Correlation Effectiveness Ideal Customer Profiles 100

Tony Zambito

OCTOBER 23, 2016

The primary course of conversation in the past few years for CMO’s and their marketing teams has centered around customer centricity, customer experience, and content marketing. 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.

Enterprise Management 100

Enterprise Management Marketing Strategy Marketing & Strategy Work Management 100