Tony Zambito

AUGUST 14, 2016

Buyer personas were originated to offer qualitative (and personalized) understanding of buyer goals, their goal-directed behaviors, their thinking, emotions, and other qualitative drivers. Triggering an ongoing cycle of meetings, field building, data collecting, and reporting on buyer and customer data.

Buyer Personas 102

Buyer Personas Ideal Customer Profiles Profiling CMO 102

Tony Zambito

JANUARY 31, 2016

In fact, it is getting harder and harder to find a slice of time where content is not invading precious personal or business space. One way, it seems, is in building brand trust. The explosion of content in the digital world is an unprecedented phenomenon just a few could have predicted twenty-five years ago.

Ideal Customer Profiles 100

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Tony Zambito

MAY 4, 2011

  Mainly, buyer personas are presented as a means of templated profile building.    The myth that exists is that by pouring over internal customer data, talking to a few sales reps, and even a customer or two you can build a buyer persona profile.    This tenet has not changed one iota. 

Buyer Personas 100

Buyer Personas Research Ideal Customer Profiles Demand Generation Agencies 100

Tony Zambito

NOVEMBER 1, 2015

Share commonly amongst marketing, sale, and operations : To build a customer-centric approach to B2B marketing, buyer personas must be shared commonly amongst marketing, sales, and important operational functions such as customer support. They should be integrated into a shared lifecycle approach to customers.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles B2B Marketing Paid Search Agency 100

Tony Zambito

APRIL 5, 2010

  There is enormous pressure at the end of the day; both on a business and personal level.   And once you do, you can build a content marketing strategy around it.   Businesses need to get important shipments out at the end of the day and there are family members waiting at home.   Just as is the case for UPS.

Buyer Personas 100

Buyer Personas Content Marketing Wikipedia Marketing & Strategy 100

Tony Zambito

JANUARY 22, 2017

Fundamentally reshaping markets in five years’ time compared to the fifty to seventy years it may have taken to build up a market. On a personal note, I have taken a reflective two month period recently. Digital technologies and resulting transformation turning markets literally inside out.

Buyer Personas 100

Buyer Personas Digital Transformation Enterprise Management Account Based Marketing 100

Tony Zambito

MAY 12, 2011

  Build Insight-Based Buyer Personas - Not Templates :  in B2B Sales, insights about buyers are crucial to having a platform for engagement and conversational relevance.    Who are they?    Are they the same as the titles and roles you’ve thought for the last twenty-five years? 

Buyer Personas 100

Buyer Personas B2B Sales B2B Buying Cycle 100

Tony Zambito

OCTOBER 11, 2010

"  It sparked a personal journey and quest around a simple phrase that Dan discussed back then: identifying how customers buy.    Buyer Experience Journey Mapping is purposeful in building in the multiple experience scenarios and providing an integrated view of buyer experiences.

Buyer Personas 100

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Tony Zambito

JULY 18, 2011

Related to from push to pull , much of the intended efforts in building buyer personas – whether executed correctly or not – has been about how to message to buyers.  From Messaging to Listening.   The messaging of course aimed at persuasion in a marketing and sales context. 

Buyer Personas 100

Buyer Personas Lead Ranking Ideal Customer Profiles Opt-out 100

Tony Zambito

OCTOBER 18, 2010

In the B2B buyer journey, researching potential solutions or even ideas are often delegated to a person, a team, a task force, a committee, and numerous other naming conventions that can be assigned.  The higher the stakes, the greater the need to create a confidence building decision experience for the buyer. 

Buyer Personas 100

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Tony Zambito

FEBRUARY 15, 2010

.   We’ve seen buyer personas definitions that start out in such ways as: · “A profile of your typical buyer….”. · “A brief description and profile ………”. · “A profile and short biography…….”. · “A description and profile of a specific person…”. · “A profile of your customer segment.”.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles Profiling Lead Ranking 100

Tony Zambito

FEBRUARY 22, 2010

  Well investigated and crafted buyer personas can provide a means for understanding at the human level a real person with a set of real goals.   In the example already mentioned, if the C-Level is mandated and a role of CIO is targeted, a marketing team could build “buyer persona profiles” for the CIO.

Buyer Personas 100

Buyer Personas Segmentation Ideal Customer Profiles Buying Cycle 100

Tony Zambito

APRIL 7, 2010

  And sometimes, you know you definitely reached the wrong person.   Investing in customer insights, buyer personas, and building teams who understand customers and buyers at the deepest levels significantly reduces the risk of implementation woes. .   Choosing tactical initiatives becomes something of a blind date.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Buyer Personas Marketing Strategy 100