Tony Zambito

APRIL 12, 2010

The impact of Social Business is proving to be a seminal period in our history.    Last year we saw some very profound thinking presented on social business.    Both David and Jeffrey offered provocative yet innovative thinking in 2009 on Social Business Design that still reverberates with me today. 

Buyer Personas 100

Buyer Personas Business Social Media Lead Ranking 100

Tony Zambito

JUNE 26, 2011

  Companies are looking to social media and other means such as content marketing to fit into their existing structure and business operations.    B2B business leaders will need to stop seeing themselves as just suppliers or distributors.  New Business Models. Social Buyer Cycle.

Business 100

Business B2B Demand Generation Agencies Wikipedia 100

Tony Zambito

MAY 31, 2017

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. The evolution of the Internet and digital technologies now means marketing plays a greater role in building awareness and opportunities. Illustration by Gregor Cresnar.

Account Based Marketing 211

Account Based Marketing ABM Digital Transformation Paid Search Agency 211

Tony Zambito

OCTOBER 4, 2015

As digital interactions and media become more intertwined into everyday life, marketers need to respond. Plenty has changed in terms of marketing media in the last fifteen years. The problem faced by marketers is there continues to be a lack of understanding about why buyers truly make choices and decisions.

Direct Marketing 100

Direct Marketing Buyer Personas Allocation 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. What CMO’s need to be on guard for is falling prey to a myopic view of customers without assessing how markets are changing. For good reasons too.

Enterprise Management 100

Enterprise Management Marketing Strategy Marketing & Strategy Work Management 100

Tony Zambito

JANUARY 23, 2012

Recently, I embarked on a series of articles related to buyer trends and how they are changing conventional business thinking as we know it. Business in general has been undergoing the most unprecedented period of economic challenges, social changes, technological changes, and rapid changes in buyer behaviors in several decades.

Trends 100

Trends Wikipedia Business Press 100

Tony Zambito

JANUARY 7, 2022

The word and the premise of empathy have become quite the buzzword in business and marketing. From this perspective then, businesses and their functions of marketing and sales must first earn the right to gain this deeper understanding. Earning the right to gain empathy is an investment business should make.

Buyer Personas 221

Buyer Personas Research Analytics Marketing Report 221

Tony Zambito

MARCH 31, 2010

While much attention has been paid to the consumer use of the Apple iPad , lost in the noise has been the business user and buyer.   I noted with much interest an article distributed by Bloomberg News and authored by Olga Kharif entitled IPad Wins Following Among Business Users for Work Outside Office.

Buyer Personas 100

Buyer Personas Business Customer Surveys Segmentation 100

Tony Zambito

JANUARY 14, 2022

New variants have disrupted countries, economies, markets, and industries. Business buyers have had to navigate new and mounting challenges. Uncertainty reigns in business. Offering up how marketing and selling can succeed in a post-pandemic world. Some detrimentally. Making planning less predictable.

Buyer Personas 234

Buyer Personas Startups Planning Positioning 234

Tony Zambito

FEBRUARY 1, 2010

have all been around the “business” or “company”, many senior leaders can tend to overlook the power of buyer personas. we look at how to reconcile this dilemma as well as misconception: The Business Persona.   Thus, we began to focus on the business persona that buyer personas are a part of daily.

Buyer Personas 100

Buyer Personas Business Ideal Customer Profiles Segmentation 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. Sparking rapid forms of innovations and turning existing markets upside down with new market rules and design. Digital disruption can affect both consumer and business markets simultaneously.

Organization 100

Organization Enterprise Management Marketing Strategy Marketing & Strategy 100

Tony Zambito

JANUARY 11, 2022

Buyer insights and buyer personas act as a compass for business leaders in uncertain times. For businesses, this means understanding their buyers and customers is more critical than ever. Especially after 9/11, uncertainty reigned in the minds of business leaders, buyers, and customers. Nothing would ever be the same.

Buyer Personas 262

Buyer Personas Cross-Selling Act-On Research 262

Tony Zambito

DECEMBER 23, 2020

While vaccines offer a pathway to an increase in business activity beyond the computer screen, it is still a ways off. All facets of business commerce will continue to be affected. Marketing Will Face Buyer Backlash. Here are 5 predictions for 2021: Optimism Returns In Fall 2021.

Marketing AI 235

Marketing AI Account Based Marketing Fulfillment Interactive Marketing 235

Tony Zambito

JANUARY 24, 2016

At the start of every year, CMOs and their teams can be besieged by proclamations of the three, four, five, or six things that they must do to succeed in marketing. One thing that is clear is the dynamics of markets, customers, and sellers continue to unfold in new ways. What Should Guide Marketing? by Anton Scherbik.

Planning 100

Planning Buyer Personas Paid Search Agency Marketing & Strategy 100

Tony Zambito

FEBRUARY 27, 2022

Business Leaders Will Need To Account For Ongoing Uncertainty. The attempt by Russia to overthrow Ukraine’s leadership and bring the country into the sphere of Russia is intensifying uncertainty for businesses across the globe. As I have written about on several occasions, uncertainty has always been a part of the business world.

Thought Leadership 209

Thought Leadership Forecasting Rules Intent 209

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.” B2B CMOs can be caught in a maze of an organization faced with marketing complex solutions for complex problems. by Matt Brooks.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles B2B Marketing Paid Search Agency 100

Tony Zambito

FEBRUARY 4, 2022

Business Leaders Must Adapt Buyer Insights Generation To Rapid Pace Of Change. In this world of new realities, business leaders in operations, marketing, and sales desire such deep understanding to expand and grow. . The pandemic has caused much of businesses to rethink many existing concepts.

Buyer Personas 219

Buyer Personas Correlation Fulfillment Analysis 219

Tony Zambito

SEPTEMBER 6, 2016

If you are a CMO or a marketer and you find yourself having a sudden realization that perhaps you are not quite sure of the differences, you will be in a lot of good company. This is especially crucial as organizations continue to evolve in transforming their business model from product-centric to customer-centric models.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles Segmentation Profiling 100

Tony Zambito

JANUARY 21, 2022

Business leaders must aspire for human-centered insights, not just intelligence. Many businesses today, in their marketing and sales operations, have an insatiable thirst for data and intelligence about their buyers and customers. What business leaders today need to be on guard for is this. It is expensive.

Marketing AI 204

Marketing AI Buyer Personas Marketing & Strategy Act-On 204

Tony Zambito

MARCH 6, 2017

The digitization of the global business economy has been taking place at an unprecedented rate. Approximately forty years ago, 83% of the market value of the S&P 500 were tied to tangible assets – physical products. Largely driven by technology, we will see the digitization of nearly every aspect of the global business economy.

Digital Transformation 253

Digital Transformation Buyer Personas Lead Ranking B2B 253

Tony Zambito

JANUARY 20, 2022

As we enter a pronounced era of uncertainty , decisions related to investments, strategies, markets, and the likes have intensified. When you are faced with a major decision, be it personal or business in nature, you want all the information you can get. Many of you know the feeling. You are looking to make an informed decision.

Buyer Personas 147

Buyer Personas Press Advertising Mediums Customer Surveys 147

Tony Zambito

MARCH 12, 2017

B2B companies are faced with the most transformative era in business history. On a greater scale than that of the first Industrial Revolution over a century ago, we are witnessing a technological and digital revolution that will disrupt business-to-business profoundly in the next 10 years. Illustration by Gregory Cresnar.

Buyer Personas 251

Buyer Personas B2B Digital Transformation B2B Sales 251

Tony Zambito

FEBRUARY 21, 2022

Even though the business world is experiencing tumultuous change, B2B’s structure and governance are still very much fragmented. For instance, I will hear “this is our sales strategy” and “our marketing strategies are” – depending on which function I am talking to. Such as our “ABM” strategy or our “digital marketing” strategy.

Marketing & Strategy 210

Marketing & Strategy B2B Sales Gartner Touchpoints 210

Tony Zambito

MAY 24, 2021

Buyer Trust Is Elusive For Most Marketing And Sales Teams Unless They Can Balance Empathy And Humility. Marketing and sales traditionally believe that the path to building buyer trust is by providing answers. In fact, each prime their channels with marketing content or sales guides at the ready with an answer.

Ad Building 303

Ad Building Buyer Personas Trust Marketing B2B Sales 303

Tony Zambito

JANUARY 4, 2022

One of the big stories of the year 2021 and the Covid-19 pandemic has been the “Great Resignation” of workers in many consumer and business sectors. This has been predominantly noted in business markets and media as being driven by technology. . Businesses should not be so fooled. There are a variety of reasons cited.

Interactive Marketing 242

Interactive Marketing Loyalty Act-On B2B Marketing 242

Tony Zambito

DECEMBER 9, 2020

The year 2020 will go down as the most challenging year for businesses in many decades. Business leaders will need to take care that long-held assumptions do not get baked into their organization’s DNA thinking. Where substantial investments in product development and go-to-market strategies can be wasted.

Marketing Analytics Tools 318

Marketing Analytics Tools Validation Planning Intent 318

Tony Zambito

DECEMBER 8, 2011

This is the seventh article looking at buyer trends that will influence marketing and sales in the near and foreseeable future. This article looks at how buyer’s values are changing and how organizations can utilize a values-based versus outmoded needs based marketing and sales approaches.

Trends 100

Trends Fulfillment Work Management Marketing Management 100

Tony Zambito

JANUARY 18, 2022

Uncertainty has always been an element of business commerce. With this backdrop, business organizations will need to recognize that customer and buyer goals are changing. Each new world or commercial event brings new implications for businesses and buyers alike. What can business leaders do? Growth in market share.

Buyer Personas 209

Buyer Personas Psychographics Customer Satisfaction Correlation 209

Tony Zambito

DECEMBER 14, 2020

Including business and the act of buying. The COVID-19 pandemic has caused confidence to wane on the part of business and buyers. Although promising vaccines on the horizon may improve business outlooks, they may not impact buyer confidence in the same way. A business case presented as irrefutable. Confidence Wanes.

Ad Building 271

Ad Building Urgency Marketing Case Studies B2B Sales 271

Tony Zambito

MARCH 26, 2012

This is part 3 of a series on the challenge of targeting SMB markets and how the use of buyer-based modeling and buyer-based marketing help organizations to grow their SMB customer base. . The sheer size of the SMB makes for a daunting task for any organization intent on marketing to the SMB segment.

SMB 100

SMB Enterprise Management Buyer Personas Marketing Management 100

Tony Zambito

SEPTEMBER 19, 2016

Meaning marketers today must account for how to adapt to behavioral shifts caused by the omnipresence of digital and online information. The digital transformation is causing many CMOs today to reevaluate exactly what content marketing may mean to their overall marketing strategy. Marketing Campaigns: A Thing Of The Past.

Buyer Personas 0

Buyer Personas Planning Paid Search Agency Content 0

Tony Zambito

MAY 12, 2021

In the world of business and commerce, we are seeing the beginnings of a “new world order” that will fully realize in 3-5 years. In the world of business, commerce, B2B marketing, and B2B sales, a “new world order” will emerge. One capability B2B marketing and sales will need to strengthen is that of personalization.

Buyer Personas 221

Buyer Personas Marketing AI Personalization B2B Sales 221

Tony Zambito

JULY 17, 2016

But was it something that was going to really transform our marketing? I believe this perspective from a Senior Director, Marketing from a SaaS and Cloud-based provider I interviewed a few months ago edifies this point: “It was an interesting process. Transform Marketing. Yes, we used the help of a third-party firm.

Intent 100

Intent Buyer Personas CMO Work Management 100

Tony Zambito

AUGUST 16, 2010

In my return from a brief hiatus this summer to savor the recent defining moments in my personal life, I began to think of how this is an apt description of what has taken place this year in terms of social media and digital marketing. Will we look back on this year as the defining moment when marketing was transformed like never before?

Buyer Personas 100

Buyer Personas Allocation Marketing & Strategy Social Media 100

Tony Zambito

APRIL 16, 2012

For many in marketing and sales, the march continues towards the attempt to develop tactical plans that will connect them to buyers. Whether they relate to demand generation, content marketing, sales enablement, and more, efforts are being made to make adaptations to changing buying behaviors. By systems, I do not refer to technology.

Sales Management 100

Sales Management Top of Funnel Planning Demand Generation 100

Tony Zambito

OCTOBER 14, 2018

Funnels, stages, paths, journeys, and more labels that suggest some form of a linear line of thinking has dominated marketing and sales for decades. As forward-thinking marketing and sales leaders prepare for 2020 and continuous digital disruption, it is time to alter this line of thinking. A Ton Of Marketing Advice On The Journey.

Marketing AI 174

Marketing AI Buyer Personas Top of Funnel Digital Marketing Funnels 174

Tony Zambito

JANUARY 12, 2022

Qualitatively interviewing business buyers and consumers. In these various engagements over the past few years, I interviewed a few hundred business buyers in different parts of the world. Both B2C and B2B types of engagements. I pushed against the assumptions and stereotypes that are common.

Buyer Personas 228

Buyer Personas Display Trends Marketing & Strategy 228