Tony Zambito

MAY 6, 2020

Where does this leave our understanding of how the COVID-19 pandemic will affect human behavior in the context of business commerce, consumerism, and cultural participation? Businesses will need to understand the “Pandemic Persona” in the context of business and commerce. Maybe longer. What Is The Call To Action?

Contingency Planning 173

Contingency Planning Buyer Personas Consulting Buy 173

Tony Zambito

OCTOBER 14, 2018

The notion of the “journey” came into the conscious stream of business around the time when the concept of “customer experience” was introduced in the late 1990’s. The biggest danger businesses can face is being caught off-guard as buyers shift to even faster and newer ways of engaging when seeking to solve a problem or fulfill a need.

Marketing AI 174

Marketing AI Buyer Personas Top of Funnel Digital Marketing Funnels 174

Tony Zambito

JANUARY 25, 2012

In the business-to-business world, the quest to connect with decision-makers has been and most likely will continue to be the main challenge confronting B2B leaders. For decades, B2B sales and marketing has relied on business information of the likes of Hoovers , Dun & Bradstreet , and others.

Buyer Personas 100

Buyer Personas B2B Allocation Peer-to-peer 100

Tony Zambito

JANUARY 22, 2017

The introduction of the cloud has uprooted many B2B businesses whose foundations were built on hosted premise software. Cloud-based applications are creating new business models enabling not only entry into existing markets but the creation of new markets. To think digital transformation is primarily a consumer phenomenon is a fallacy.

Buyer Personas 100

Buyer Personas Digital Transformation Enterprise Management Account Based Marketing 100

Tony Zambito

NOVEMBER 2, 2016

The digitization of the global economy is resulting in a tidal wave of new business and operating models throughout the world. Digital disruption can affect both consumer and business markets simultaneously. There are two perspectives businesses must address in this area. Community Preparedness by Iconathon.

Organization 100

Organization Enterprise Management Marketing & Strategy Marketing Strategy 100

Tony Zambito

JANUARY 29, 2017

The introduction of new digital technologies and new business models is having a breathtaking impact on how customers determine what goals are important to them, what they want, and how they decide. Whereby, rethinking buyer persona development and insight gathering in a digital-centric world becomes a necessity. 3 – Field Observations.

Digital Transformation 100

Digital Transformation Buyer Personas Ideal Customer Profiles B2B Thought Leadership 100

Tony Zambito

JANUARY 31, 2016

Content is ubiquitous in all phases of life and in business. In fact, it is getting harder and harder to find a slice of time where content is not invading precious personal or business space. Out Of Alignment With Business And Customer Goals. That is the role of “gatekeepers” specifically for content.

Ideal Customer Profiles 100

Ideal Customer Profiles Marketing Qualified Leads Leads Lead 100

Tony Zambito

OCTOBER 4, 2015

The first thing marketers will need to recognize is goals are different than what we tend to think in the world of business. Trying To Connect On An Impersonal “Business-Speak” Level Does Not Work. Usually, loaded with “business-speak” and acronyms. Particularly within the context of B2B marketing. They are not the same.

Direct Marketing 100

Direct Marketing Buyer Personas Allocation Ideal Customer Profiles 100

Tony Zambito

MAY 31, 2017

Illustration by Gregor Cresnar. Every couple of years, a new acronym or buzzword takes a foothold in the world of marketing. ABM, the acronym for Account-Based Marketing, is the latest rage. It is an example of how an old concept can be recycled and be claimed anew again.

Account Based Marketing 211

Account Based Marketing ABM Digital Transformation Paid Search Agency 211

Tony Zambito

NOVEMBER 1, 2015

Business and academic research throughout the past few decades indicate that goals and goal-directed behaviors are the greatest influences on choices and decisions. This is truer in B2B sales-driven cultures than in any other business-type cultures.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles B2B Marketing Paid Search Agency 100

Tony Zambito

JANUARY 3, 2016

This is certainly a validating result business leaders in marketing, sales, and service operations should take away from this survey. . One-way business leaders can minimize frustration with buyer persona effectiveness is to perform a litmus test of sorts. Reflective Commentary.

Buyer Personas 100

Buyer Personas Correlation Effectiveness Ideal Customer Profiles 100

Tony Zambito

OCTOBER 18, 2015

Segmentation has been a staple of business marketing and sales for several decades. The concept of breaking down a potential market or industry into smaller target segments is a standard technique taught in business schools and used by many organizations. It is time for businesses to move beyond buyer profiling. by Evan Shuster.

Ideal Customer Profiles 100

Ideal Customer Profiles Profiling Buyer Personas Marketing Management 100

Tony Zambito

NOVEMBER 22, 2015

In a 2014 Forbes Knowledge Group study, 67% of business executives said the greatest influence on their business decisions were subjective considerations. While many organizations are striving to gain insights into customers and reorganize their businesses around customers, how this gets accomplished is still a challenge.

Buyer Personas 100

Buyer Personas Lead Ranking Buy Research 100

Tony Zambito

JUNE 5, 2016

The rise of the digital economy has amplified the need for businesses to address the way in which their potential buyers and customers view both their actual and perceived experiences. An inclination, in my opinion, more pronounced in B2B than B2C is for businesses to gravitate towards addressing such an issue in an MBA like manner.

Buyer Personas 100

Buyer Personas Research B2B Correlation 100

Tony Zambito

OCTOBER 26, 2015

An important aspect essential to this transformation is how people and businesses interact. Ethnographic research uses techniques, which allows businesses to have conversations with and observe people in their cultural, as well as, natural environments. And, to see how other businesses are adopting new digital technologies.

Buyer Personas 100

Buyer Personas B2B Paid Search Agency Ideal Customer Profiles 100

Tony Zambito

SEPTEMBER 6, 2016

This is especially crucial as organizations continue to evolve in transforming their business model from product-centric to customer-centric models. Qualitative research techniques pertaining to the use of contextual inquiry, usage observation, business anthropology, field observation, and ethnography are of immense importance.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles Segmentation Profiling 100

Tony Zambito

DECEMBER 8, 2015

I am looking for marketing and sales leaders in business organizations who have thought about or implemented buyer persona development. As in last year, I wish to incorporate the use of a survey to offer a comprehensive view of the state of buyer personas. This is where I need your help.

Buyer Personas 100

Buyer Personas Customer Surveys Ideal Customer Profiles Organic Leads 100

Tony Zambito

DECEMBER 13, 2015

Including the accepted notion recently found in a study by the Forbes Knowledge Group, which found 67% or greater of business executives relied primarily on intuition and subjective elements when making decisions. Let us take a simple, yet commonly referenced business decision example to illustrate.

Buyer Personas 100

Buyer Personas Lead Ranking B2B Sales Research 100

Tony Zambito

NOVEMBER 8, 2015

Creating distinctive and engaging experiences, as part of how people and businesses go about making purchases, is getting more attention today than ever. In order to learn how to create distinctive buying experiences, businesses are embracing new means and approaches.

Buy 100

Buy Buyer Personas Acquisitions Correlation 100

Tony Zambito

JANUARY 24, 2016

Most survey results in the past two to three years related to content marketing effectiveness has shown that only approximately a third of business marketers considered their content marketing efforts to be effective to very effective. 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

DECEMBER 20, 2015

Like many trends in the business world, I see the potential for the lengthy list of questions with an intent to find confirming tactic data being coined as qualitative research. This is certainly anathema to qualitative research.

Buyer Personas 100

Buyer Personas Research Studies Demand Generation Agencies 100

Tony Zambito

APRIL 17, 2016

Invariably in business, there seems to be a tendency to gravitate towards the knee-jerk response of technology fixing a problem. Other surveys have resulted in the range of 60% or better believing the lack of technology is the main reason for an inability to personalize content. We have been down this road before.

Buyer Personas 100

Buyer Personas Research Personalization Marketing Budget 100

Tony Zambito

SEPTEMBER 27, 2015

When the concept of customer experience burst onto the business world in the late ‘90’s, a natural extension became customer journey mapping. The journey concept first popped up during the initial Total Quality Movement in the ‘80’s and made popular by Deming.

Allocation 100

Allocation Buyer Personas CMO Press 100

Tony Zambito

MARCH 30, 2012

Buyers today – with SMB buyers a significant part of this picture – are creating new ways of working and conducting business. SMB buyers are adapting new technologies in the entrepreneurial fashion they have started their business with in the first place. This applies to both inbound and outbound efforts.

SMB 100

SMB Advertising Channels Enterprise Management Work Management 100

Tony Zambito

MARCH 18, 2012

With revenue growth opportunities shrinking among their large accounts, senior leaders in these organizations are turning a focused eye towards the highly sought after small and mid-size business segment. Challenging Dell and its’ low cost entry strategy for small to mid-size businesses. A New Challenge And A New Frontier.

SMB 100

SMB Enterprise Management SME Work Management 100

Tony Zambito

JANUARY 30, 2012

It has been used both in business and in military exercises for several decades. One reason B2B executives are turning to integrating qualitative buyer scenario models into predictive analytics is that it allows them to view real world business challenges at an insightful level.

Lead Ranking 100

Lead Ranking B2B Peer-to-peer B2B Sales 100

Tony Zambito

FEBRUARY 2, 2012

The promises of demand generation as well as content marketing are to overcome the hype and truly enable businesses to transform and adapt. Buyer network : we are moving fast and furious to a networked business society – referring to this term both technologically and socially where independent purchase decisions are a thing of the past.

Demand Generation 100

Demand Generation Lead Ranking Demand Generation 100

Tony Zambito

DECEMBER 31, 2011

Changes in buyer behaviors continue to march on as new social technologies take root into the mainstream of B2B businesses. Uncertainty on how best to understand buyers today as well as engage buyers is on top of the list for … Continue reading →

B2B 100

B2B B2B Marketing Marketing & Strategy Marketing 100

Tony Zambito

MARCH 26, 2012

Small business Administration estimates that the SMB segment accounts for better than 98% of all businesses in the United States. While this will apply to all types of businesses, I believe this will be especially true for the SMB markets. It is a dilemma however that cannot be ignored.

SMB 100

SMB Enterprise Management Buyer Personas Marketing Management 100

Tony Zambito

FEBRUARY 5, 2017

In the past five years, the often-unquestioned hymnal has been that to succeed in today’s digital world, businesses must produce content. People, in business and consumerism, are seeking interaction. First introduced in the late 1990’s, it is floating back into the vocabulary of business and marketing.

Digital Transformation 50

Digital Transformation Buyer Personas Broadcasting Marketing Qualified Leads 50

Tony Zambito

APRIL 6, 2012

Let’s take a look at the path towards creating buyer-based selling models that transform inside sales to unified communicators engaging the SMB buyer: Model the SMB Buyer Persona : researching and developing composite archetypes of various SMB business executives and owners can be a powerful tool for inside sales enablement.

SMB 100

SMB Buyer Personas Lead Ranking B2B Sales 100

Tony Zambito

FEBRUARY 10, 2012

First, with a focus only on the single buyer model, businesses risk finding their organization being excluded from a buyer’s network and not seen as an integral part of the buyer’s ecosystem. Continuing a narrow focus on the single buyer model is a dangerous path for B2B Marketing. Evidence points to major disadvantages occurring.

Lead Ranking 100

Lead Ranking B2B Marketing Buyer Personas B2B 100

Tony Zambito

SEPTEMBER 19, 2016

Workspace by Universal Icons. The transformation to a digital economy has shifted behaviors considerably in the past decade. Meaning marketers today must account for how to adapt to behavioral shifts caused by the omnipresence of digital and online information.

Buyer Personas 0

Buyer Personas Planning Paid Search Agency Content 0

Tony Zambito

JUNE 26, 2016

by Gregor Črešnar. The term, audience development , has become more ubiquitous in the world of marketing. A recognition of the growing importance of digital content marketing to overall marketing strategies today. For B2C CMOs, the concept of developing audiences and communities has been an essential core principle for some time.

Buyer Personas 104

Buyer Personas Research B2B Fulfillment 104

Tony Zambito

JULY 17, 2016

Transformation by Yu Luck. People and professionals in organizations can have different intentions while working towards the accomplishment of organizational, as well as, individual goals. Understanding the difference between intent-driven and goal-driven behaviors allows for deeper levels of understanding buyers (customers).

Intent 100

Intent Buyer Personas CMO Work Management 100

Tony Zambito

APRIL 29, 2012

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. "Sales Checking For Leads" © All Rights Reserved Kenny Madden.

Lead Nurturing 100

Lead Nurturing Lead Ranking Marketing Qualified Leads Leads 100

Tony Zambito

MARCH 6, 2016

by Alex Auda Samora. 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. The scarier notion is some may not even know it exists. What is this big problem?

Buyer Personas 100

Buyer Personas Ideal Customer Profiles B2B B2B Sales 100