Tony Zambito

OCTOBER 26, 2020

The renewed surges in the spread of the pandemic will raise further obstacles and questions as B2B businesses look ahead to 2021. The disruptive nature of the coronavirus pandemic has many businesses resetting their goals and planning. One question that will override many others is that of how to reset your overall buyer strategy.

Marketing & Strategy 245

Marketing & Strategy Buyer Personas B2B Sales Interactive Marketing 245

Tony Zambito

JUNE 6, 2017

That is, the actual outcome is a business by data-centricity versus business by customer-centricity. An outcome of insularity is organizations can develop an over-reliance on quantitative data in all aspects of a business. Vice President, Product Strategy. Human-Learning Versus Machine Learning. The Rise Of Thick Data.

Marketing AI 214

Marketing AI Paid Search Agency Buyer Personas Companies 214

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. Especially as related to the veiled covering of old sales and product marketing methods and presenting as an expert method.

Digital Transformation 100

Digital Transformation Buyer Personas Ideal Customer Profiles B2B Thought Leadership 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. by Evan Shuster.

Ideal Customer Profiles 100

Ideal Customer Profiles Profiling Buyer Personas Marketing Management 100

Tony Zambito

OCTOBER 23, 2016

For instance, the rise of platforms such as Amazon and LinkedIn has significantly shifted the way customers interact with products and services. As the digital economy continues to evolve globally, we are seeing an unprecedented convergence of market-oriented behaviors associated with the usages and purchases of products or services.

Enterprise Management 100

Enterprise Management Marketing Strategy Marketing & Strategy Work Management 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. Some of the well-known examples include Uber, Amazon, and Airbnb.

Buyer Personas 100

Buyer Personas Digital Transformation Enterprise Management Account Based Marketing 100

Tony Zambito

OCTOBER 4, 2015

In B2B commerce, for example, we may have a good idea about segments, roles, key initiatives of organizations, pain points, and criteria related to product specifics as well as purchasing. The first thing marketers will need to recognize is goals are different than what we tend to think in the world of business.

Direct Marketing 100

Direct Marketing Buyer Personas Allocation Ideal Customer Profiles 100

Tony Zambito

DECEMBER 13, 2015

It is yet another example, however, of the search to understand the process of decision-making. For example, when a new technology solution is considered for managing warehouse inventories, the tendency is to see the purchaser going through five, six, or seven neatly defined steps. Content Deluge Is Counter-Productive.

Buyer Personas 100

Buyer Personas Lead Ranking B2B Sales Research 100

Tony Zambito

OCTOBER 1, 2018

Especially those organizations who have seen their market business models uprooted by digital transformation. Expectations are rising on the part of buyers and customers regarding how they are empowered by the services, products, and technologies of B2B providers. Empowering Customer Success.

Buyer Personas 174

Buyer Personas Lead Ranking Digital Marketing Funnels Urgency Marketing 174

Tony Zambito

DECEMBER 8, 2011

Product centricity has been the driving force behind marketing and sales for decades and practically all of the 20th century.    However, this shift continues to occur at a slow pace in the B2B marketplace and many B2B organizations have product centricity wired into their organizational DNA. 

Trends 100

Trends Fulfillment Work Management Marketing Management 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. There have been many means tried for SMB segmentation whether it is by size, type, vertical, products, solutions, and etc. It is a dilemma however that cannot be ignored.

SMB 100

SMB Enterprise Management Buyer Personas Marketing Management 100

Tony Zambito

JUNE 5, 2016

Whereas in an age of hard to come by differentiation the actual product or service offering plus price combination accounts for only 20% of buying decisions. 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.

Buyer Personas 100

Buyer Personas Research B2B Correlation 100

Tony Zambito

OCTOBER 26, 2015

These two are: CEOs and CMOs have a growing concern about the relevancy of their products and services in the digital economy. An important aspect essential to this transformation is how people and businesses interact. 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. Suitable for classification of groups that can represent the buyers of specific types of products, services, and integrated solutions. Customer Segmentation.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles Segmentation Profiling 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. Including add-on of newer products and services.

Buy 100

Buy Buyer Personas Acquisitions Correlation 100

Tony Zambito

JUNE 26, 2016

For example, some content marketing pundits believe you should separate out audience personas. For example, a supply chain analytics provider I recently worked with shifted their communications to lead with scenarios. A given in the new reality of digital marketing today is the overwhelming production of content.

Buyer Personas 104

Buyer Personas Research B2B Fulfillment 104

Tony Zambito

OCTOBER 3, 2011

  Perceived values are changing rapidly and will continue to do so as new buyer behaviors are formed – changes driven by the introduction of new technologies and business models.    As mentioned in the previous article on Buyer Perceived Value (BPV), value has been viewed conventionally around product and service. 

High Quality Lead 100

High Quality Lead Differentiation Social Networks Paid Search Agency 100

Tony Zambito

MAY 16, 2010

.  Gaining insight into how these choices are aligned with a buyer’s goal orientation becomes a marketing and selling imperative for high stakes business model shifts, strategies, and new initiatives.    A simple example could be stereo equipment. 

Buyer Personas 100

Buyer Personas Demand Generation Agencies Social Media Correlation 100

Tony Zambito

JANUARY 25, 2010

When designing a product or service, gaining insight and leveraging these types of goals can lead to a well designed product.   These types of goals are significant when the focus is on product usage and understanding the end result a user is attempting to achieve.   As noted in Buyer Persona 2.0-Part

Buyer Personas 100

Buyer Personas Lead Ranking Customer Satisfaction Correlation 100

Tony Zambito

DECEMBER 19, 2010

  We all know buyer behavior has changed so much that the B2B business world has to find ways to adapt or be left in the dust.    That is, the usual forms of this is who we are, here is our product introduction, what features and benefits we have, and you can all guess the rest. 

Top of Funnel 100

Top of Funnel Trends Conversion Buyer Personas 100

Tony Zambito

AUGUST 3, 2011

.  It is important to look at the track record of experience in having conducted anthropological inspired research and being able to translate into buyer personas that inform on business models, buyer strategies, meeting market or competitive challenges, and adaptive strategies.    Know When To Use Buyer Persona Research.

Buyer Personas 100

Buyer Personas Organization Viral Marketing Ideal Customer Profiles 100

Tony Zambito

SEPTEMBER 15, 2010

.  Once again, the business landscape is being altered by advances in technology and new mediums that could not be fathomed as little as five years ago.    What we do know today is that each time the business landscape undergoes significant rearrangement; the balance of power continues to shift to buyers versus sellers. 

Marketing Management 100

Marketing Management Buyer Personas Marketing Automation Services Loyalty 100

Tony Zambito

APRIL 12, 2011

When the term “engage” is used in a business context, there can be a tendency to think of engaging as an act we do to others.    As in we are engaging the buyer in the buying process for example.  Image by Maria Reyes-McDavis via Flickr.   The buyer being the object of engaging. 

Buyer Personas 100

Buyer Personas Word of Mouth WOM Curation 100

Tony Zambito

AUGUST 2, 2011

  In part 4, I would like to center on the role needed in organizations for buyer persona development to adapt to social business.   For example, you can have two senior IT executives working in different corporations and environments.    It is devoid of meaning related to goals and context. 

Buyer Personas 100

Buyer Personas Viral Marketing Ideal Customer Profiles B2B Sales 100

Tony Zambito

MARCH 6, 2016

Often, there is a tendency to have tunnel vision that the buyer’s decision respective to an organization’s products or services is the only one they are focusing in on. Such as: To confuse a preponderance of data analytics, for example, that is focused on confirming current assumptions as “new” customer insight.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles B2B B2B Sales 100

Tony Zambito

FEBRUARY 28, 2016

For example, in one organization I helped recently, they perceived there were 7 stages for a generalized buyer’s journey of their target customers. And, not too surprisingly, continues to be viewed as product-centric. The result, however, is an unfounded need to keep creating multiple content assets throughout a perceived journey.

Buyer Personas 100

Buyer Personas B2B Content B2B Sales 100

Tony Zambito

JANUARY 30, 2011

.  I can tell you that audience development is serious business and at the very essence of survival for arts and culture organizations.   Like any new term that arrives in a business context, it is prone to being used to recast the dye on existing efforts.    Let me start with the bad.    How?

Social Media 100

Social Media Social Marketing Buyer Personas Planning 100

Tony Zambito

AUGUST 21, 2011

.  The read I get into the corporate announcement by HP’s CEO Leo Apotheker is one of a strategic move to focus on challenging IBM with head-to-head similar business models.    Before the Apple iPhone, Smartphones were essentially targeted towards the business buyer and the enterprise.    Marketing. . 

Distribution 100

Distribution Buy Marketing & Strategy Marketing 100

Tony Zambito

FEBRUARY 9, 2010

  As previously reviewed, the career, business, and market goals of a buyer persona will have elements of contributing to the goals of others he or she serves.   As senior leaders seek to gain a market edge, they focus on developing teams that are adept at understanding how their products and services make an impact.

Buyer Personas 100

Buyer Personas B2B Sales Forecasting Marketing Management 100

Tony Zambito

FEBRUARY 14, 2022

His recent article in the February 01, 2022 issue of Harvard Business Review, Traditional B2B Sales and Marketing Are Becoming Obsolete , echoes similar sentiments about the future of B2B buying I have had for a while. Brent provides a superb example of the company SMART Technologies making this shift.

Buy 147

Buy Gartner B2B B2B Sales 147

Tony Zambito

OCTOBER 9, 2015

In the Forrester report, specific to Sales Enablement surveying over 300 business and IT decision-makers, it ironically proves to be a telltale state of the union about content marketing. As is the usual case with new emerging business terminology, the term empathy is now often overused. Empathy can be such a generalized term.

Effectiveness 100

Effectiveness Buyer Personas Content Marketing Forrester 100

Tony Zambito

FEBRUARY 22, 2012

This is part 2 of a limited series on why buyer choice modeling is the new view B2B Business must adopt to improve revenue performance and develop long lasting relationships with buyers. . I knew this musical production was going to be – dreadful. Image via Wikipedia. Growth is getting harder and harder to come by.

Top of Funnel 100

Top of Funnel B2B Sales Marketing Funnels Wikipedia 100

Tony Zambito

APRIL 20, 2011

  For example, we could survey buyers and find, as in this Mashable infographic , that 86% B2B buyers use social media and that 32% engage with social media on a daily basis.  Understanding both user and buyer engagement with social technologies today is paramount to formulating social business strategies. 

Buyer Personas 100

Buyer Personas Marketing & Strategy Wikipedia Social Media 100

Tony Zambito

MARCH 15, 2010

  Talk to a group of people in a business setting, and most likely 6-8 out of 10 will have the idea that insights mean the grand “ah-ha” moment.   Here’s an example.   They created four toll free 800 numbers depending on the type of product and service you wished to order.   Here’s an example.

Buyer Personas 100

Buyer Personas Work Management Validation Marketing Management 100