Tony Zambito

NOVEMBER 1, 2010

  Both offer illuminating perspectives that will cause us to think differently.   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. .  B2B

Design 100

Design Buyer Personas B2B Thought Leadership Lead Ranking 100

Tony Zambito

NOVEMBER 10, 2011

  What may sound like a semantics difference is truly a corporate mind shift that must occur.    While on one hand it is important to provide excellent customer experiences, on the other hand it is entirely a different matter for an organization to see themselves as experience creators.   The Future. . 

Trends 100

Trends Content Wikipedia Custom Publishing 100

Tony Zambito

MAY 4, 2011

.  I have seen a plethora of articles and services that portray buyer personas as something completely different.    Mainly, buyer personas are presented as a means of templated profile building.    Initially, research was conducted on users to help inform product and/or service design. 

Buyer Personas 100

Buyer Personas Research Ideal Customer Profiles Demand Generation Agencies 100

Tony Zambito

MARCH 24, 2011

In the new buyer experience economy , it is less about the product or service and more about creating value through experience.    The quality and usage of a product or service will always matter.    Businesses producing inferior products or services will fall off the radar screen of buyers. 

Buyer Personas 100

Buyer Personas Fulfillment Design B2B Sales 100

Tony Zambito

JANUARY 30, 2012

What matters in today’s B2B climate is having the ability to predict multiple scenarios and more importantly – multiple buying scenarios that will shape the organization’s marketing, sales, product, content, and social strategies. This should include some “what if” modeling around how buyers may respond to different approaches and strategies.

Lead Ranking 100

Lead Ranking B2B Peer-to-peer B2B Sales 100

Tony Zambito

JANUARY 3, 2016

Nearly 70% of the respondents indicated they were confused about what buyer personas were, what were the differences between buyer profiling and buyer personas, what were the essential elements of buyer persona development, and the role of qualitative research methods – this is a decrease from 80% the previous year.

Buyer Personas 100

Buyer Personas Correlation Effectiveness Ideal Customer Profiles 100

Tony Zambito

NOVEMBER 8, 2015

Buyer interviews and on-site observations (ethnographic-based) can yield deeper insight into the why context and enable organizations to build empathy with buyers. Knowing the weight behind certain types of interactions can make a big difference. Including add-on of newer products and services.

Buy 100

Buy Buyer Personas Acquisitions Correlation 100

Tony Zambito

OCTOBER 18, 2010

  Most revealing was how many phases of production took place and how each phase was an experiential process in of itself.    Jeffrey Katzenberg that day told the story of how many times they went back a step or two in the production journey to get the right film they were looking to produce. 

Buyer Personas 100

Buyer Personas Buyer's Journey Allocation Trigger Marketing 100

Tony Zambito

OCTOBER 11, 2010

  A profound understanding that, as Dan Henson highlighted back then, can lead to innovation in services, products, and relationships.  While B2B is vastly different than B2C in many ways, it is still a business to people environment.  Presumption arrived at in a conference room can be detrimental. 

Buyer Personas 100

Buyer Personas Marketing Automation Services Lead Ranking Conference 100

Tony Zambito

SEPTEMBER 15, 2010

Executives today, to achieve revenue growth strategies, will need to think radically different than at any time since the 80’s and 90’s when technology and the Internet altered the landscape.    Buyer Experience Design improves an organizations competency to deliver on consistent experiences that builds loyalty that lasts.

Marketing Management 100

Marketing Management Buyer Personas Marketing Automation Services Loyalty 100

Tony Zambito

AUGUST 22, 2011

  Keeping informed on the malleable shapes of your buyer’s ecosystem will mean the difference between being a part of it and somehow finding yourself excluded.   The foundational purpose of personas – be they user, consumer, or buyer personas – is to inform strategy related to product innovation and marketing innovation. 

Buyer Personas 100

Buyer Personas Viral Marketing Research Planning 100

Tony Zambito

JANUARY 7, 2010

During the previous decade, we’ve seen a growing acceptance for the use of buyer personas to help guide effective product, sales, and marketing planning.   Crafting user personas for the design of products require a significant degree of observational and ethnographic based research.

Buyer Personas 100

Buyer Personas Lead Ranking User-Generated Content Barriers 100

Tony Zambito

MAY 12, 2011

  This may be especially true in B2B organizations where inbound competencies haven’t been developed and measurements for productivity are based on outbound calls, appointments, and deals.    My thought here is very different than the conventional purchasing department.    Who are they? 

Buyer Personas 100

Buyer Personas B2B Sales B2B Buying Cycle 100

Tony Zambito

FEBRUARY 15, 2010

Buyer Profiles Are Different Than Buyer Personas.   Angela Quail and I were fortunate to have received as a by-product of working for him the first hand knowledge of several “truisms” about personas in general that has served as guiding principles for our own efforts in buyer persona development.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles Profiling Lead Ranking 100