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

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

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

FEBRUARY 2, 2022

This ongoing state of unpredictability is surely putting business leaders and their marketing and sales teams in a bind. Where and how much to spend dollars to grow the business is just not an easy decision anymore. Every CEO should be asking the question of whether they have an early buyer insights system in their business.

Ad Building 228

Ad Building Blast Campaigns Broadcasting Forecasting 228

Tony Zambito

FEBRUARY 15, 2022

In today’s business climate, the right to gain this deeper understanding must be earned. The market-level trust allows for gaining access to critical insights from new buyers, new markets, and new product development efforts. In today’s environment of business uncertainty , the need for insights has never been higher.

B2B Marketing 147

B2B Marketing B2B Trust Marketing Marketing & Strategy 147

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. Validating how our product or services does what we say it does.

Ad Building 271

Ad Building Urgency Marketing Case Studies B2B Sales 271

Tony Zambito

JANUARY 5, 2022

That something, underdelivered, can be a product, service, performance, technology, or program. The sales function of businesses has always been looked at with some degree of healthy skepticism regarding hyperbole. Buyers, consumers, audiences, investors, and voters have all faced, at one time or another, hyperbole.

Transparency 205

Transparency Research Buyer Personas Service 205

Tony Zambito

OCTOBER 12, 2020

Putting pressure on B2B Executives to transform their businesses. This transformative upending in B2B commerce has led to both buyers and B2B organizations viewing customer experience as a more important factor than product and price. Especially since the beginning of the pandemic, digital commerce is growing at lightning speed.

Buyer Personas 310

Buyer Personas B2B Amazon Fulfillment 310

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

JANUARY 19, 2022

It is more than just the sum of what an organization wants to say about who they are and their products and services. Business leaders, in consumer and B2B businesses alike, who can take on this unsaid accountability will have the best chance to lead in their markets. It is an articulation of purpose and vision about the future.

Buyer Personas 207

Buyer Personas Organic Leads Brand Identity Branding 207

Tony Zambito

MAY 21, 2021

Businesses have had to adapt and set new levels of expectations on what they and they cannot accomplish. Avoid the mistake of reverting back to assumptions on what your product or service is solving. Let us take a look at several ways: 1 – Address New Goals Your Buyers Are Trying To Accomplish. 4 – Rethink Your Personalization.

Buyer Personas 197

Buyer Personas Intent Signal B2B Sales Interactive Marketing 197

Tony Zambito

NOVEMBER 18, 2020

People, in personal social or business settings, thrive on being part of a community. Continuous innovations in not only products but also in service and experience help build value and loyalty with buyers. Depending on the type of product or service, the degree of personalization can vary widely. Innovations. Personalization.

Loyalty 195

Loyalty Lead Scoring Lead Ranking B2B Sales 195

Tony Zambito

MAY 7, 2021

More like the last step in an initiative to deliver a new or redesigned product to market. Looking for specific insights and buyer personas that are going to help them with a product launch. A problem seen over the years is marketing and sales leaders can treat buyer insights and buyer personas as an afterthought.

Buyer Personas 220

Buyer Personas Allocation Paid Search Agency Advertising Agencies 220

Tony Zambito

JANUARY 10, 2022

Leaders that are responsible for their overall business, marketing, or sales functions. What content do they read when evaluating our products?” Lack of insights about buyers creates an inability to solve problems. Over the last twenty years, since founding the concept of buyer personas, I have worked with many leaders.

Buyer Personas 234

Buyer Personas Sample Urgency Marketing Analysis 234

Tony Zambito

NOVEMBER 4, 2020

Now, buying behavioral trends have been lit with lighter fluid as the coronavirus pandemic shocks business commerce. It should come as no surprise that B2B buyers are taking their initial research on products and services online. These will mean their interactions with businesses will need to be more responsive.

B2B 202

B2B Buyer Personas B2B Sales Buyer's Journey 202

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

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

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

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, 2018

A question which businesses undergoing such efforts should answer, however, is: Will our transformation help us to align with customers and buyers? Whether they be market-based, production-based, or operations-based decisions. 2020 Looms Ahead. The focus on transforming marketing, sales, customer experience, and etc.

Digital Transformation 184

Digital Transformation Buyer Personas Work Management Marketing Management 184

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. They are not the same.

Direct Marketing 100

Direct Marketing Buyer Personas Allocation Ideal Customer Profiles 100

Tony Zambito

OCTOBER 27, 2018

Putting pressure on B2B Executives to transform their businesses. This transformative upending in B2B commerce has led to both buyers and B2B organizations viewing customer experience as a more important factor than product and price. Digital commerce is growing at lightning speed. It is bleeding over into B2B.

B2B 165

B2B Amazon Buyer Personas Fulfillment 165

Tony Zambito

NOVEMBER 29, 2020

A lengthy article in the Harvard Business Review in 2005, The Quest for Customer Focus by Ranjay Gulati and James B. Essentially putting the customer and the buyer at the center of the organization’s delivery of products and services. As with the Lewis and Clark expedition, intrepid buyers are better prepared for digital exploration.

Internet Marketing 207

Internet Marketing Fulfillment Interactive Marketing Customer Surveys 207

Tony Zambito

JANUARY 3, 2016

Nearly 60% indicated they were frustrated their buyer personas were based on typical product management and sales intelligence factors and did not result in the expected deeper understanding – this is the same result from the previous year. Business leaders will need to assess the value as well as the integrity of proposed platforms.

Buyer Personas 100

Buyer Personas Correlation Effectiveness Ideal Customer Profiles 100

Tony Zambito

MARCH 18, 2012

This is how a VP of Sales in the software industry put it to me recently in my research: “Here is what it looks like…we are actually selling more of our product into our larger accounts than ever before….but…over Challenging Dell and its’ low cost entry strategy for small to mid-size businesses.

SMB 100

SMB Enterprise Management SME Work Management 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. A critical way to do this – and admittedly easier said than done – is to become buyer-centered as oppose to product-centered.

Demand Generation 100

Demand Generation Lead Ranking Demand Generation 100

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. As opposed to within the context of qualitative buyer research.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles B2B Marketing Paid Search Agency 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

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

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

APRIL 6, 2012

Far too often, who the SMB buyer is and understanding how and why they make purchasing decisions gets lost in the shuffle of statistics on number of dials, connections, and product pitches. What the new breed of inside sales reps wants today is more engaging conversations with buyers and less focus on product pitches once they connect.

SMB 100

SMB Buyer Personas Lead Ranking B2B Sales 100

Tony Zambito

JANUARY 30, 2012

It has been used both in business and in military exercises for several decades. 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.

Lead Ranking 100

Lead Ranking B2B Peer-to-peer B2B Sales 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

MARCH 28, 2011

  What they found was that approximately 22% of consumers stopped doing business based on a bad customer experience.    Nearly 20% of those surveyed indicated they engaged in the buying behaviors of researching online product reviews and other buyer opinions.  Poor quality of the product or service.

Studies 100

Studies Spending Social Media Amazon 100