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

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 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 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 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 12, 2022

Saying yes based on my work in the past five years, including the past year of interviewing buyers globally as part of several interesting engagements. Qualitatively interviewing business buyers and consumers. Both B2C and B2B types of engagements.

Buyer Personas 228

Buyer Personas Display Trends Marketing & Strategy 228

Tony Zambito

DECEMBER 9, 2020

Over time, we can build assumptions about how things work. 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. How things are supposed to be. Built Into Company DNA.

Marketing Analytics Tools 318

Marketing Analytics Tools Validation Planning Intent 318

Tony Zambito

MAY 24, 2021

Buyers of every stripe are faced with unpredictability, new ways of remote working, and new/redefined goals. Recently, I encountered the business speak of how “we need to operationalize empathy.” Once again, be careful about getting MBA-ish and Business Speak-ish about “operationalizing” empathy and humility.

Ad Building 303

Ad Building Buyer Personas Trust Marketing B2B Sales 303

Tony Zambito

MAY 4, 2020

The COVID-19 pandemic has forever altered the global business economy. There have been crises in the past where disruptive impact rippled through business commerce. In the past few weeks, we have engaged in an informal polling of business leaders on the impact of COVID-19. The Way Work and Commerce Gets Done.

Marketing AI 173

Marketing AI Buyer Personas Advertising Agencies Conference 173

Tony Zambito

NOVEMBER 4, 2020

Now, buying behavioral trends have been lit with lighter fluid as the coronavirus pandemic shocks business commerce. As Covid-19 impacts every aspect of our work and life, we’ve seen two years’ worth of digital transformation in two months.” — Satya Nadella, Microsoft CEO. Steps B2B Businesses Can Take.

B2B 202

B2B Buyer Personas B2B Sales Buyer's Journey 202

Tony Zambito

OCTOBER 26, 2020

We are witnessing the greatest digital shift of work and commerce since the invention of the Internet. . The renewed surges in the spread of the pandemic will raise further obstacles and questions as B2B businesses look ahead to 2021. We are undergoing the deepest transformation of how and where people work.

Marketing & Strategy 245

Marketing & Strategy Buyer Personas B2B Sales Interactive Marketing 245

Tony Zambito

JANUARY 10, 2022

Over the last twenty years, since founding the concept of buyer personas, I have worked with many leaders. Leaders that are responsible for their overall business, marketing, or sales functions. Something simply is not working. . What I often hear is the need to get more insights about their buyers and customers.

Buyer Personas 234

Buyer Personas Sample Urgency Marketing Analysis 234

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 6, 2017

The digitization of the global business economy has been taking place at an unprecedented rate. A new era of business will develop in the next 10 years that will fundamentally change how organizations work, conduct business transactions, and establish relationships. Illustration entitled Insight by Yu Luck. Consider this.

Digital Transformation 253

Digital Transformation Buyer Personas Lead Ranking B2B 253

Tony Zambito

MAY 21, 2021

Working from home, anxiety, and stress proving to be major factors. We adapted by finding new ways to work, wearing protective masks, and developing new routine social behaviors. The work from home phenomenon proving to be a major contributing factor to these increases. Even reading a book became a lot harder. .

Buyer Personas 197

Buyer Personas Intent Signal B2B Sales Interactive Marketing 197

Tony Zambito

NOVEMBER 21, 2020

Family life, social life, business life, and work-life have all been affected. Despite this accepted notion that shifts are happening, there is the usual impulse by businesses to cut back on any planned research. For instance, one manufacturer we worked with had a stated goal of expanding two logistic facilities.

Buyer Personas 255

Buyer Personas B2B Sales Research eCommerce 255

Tony Zambito

APRIL 27, 2020

How we work, travel, communicate, relate, and aspire towards goals will all look and feel different. For many businesses across the globe whether in business-to-business or business-to-consumer, pressing questions are top of mind. A cataclysmic global pandemic will alter many facets of life as we know it.

Buy 182

Buy Buyer Personas Ideal Customer Profiles Amazon 182

Tony Zambito

MAY 10, 2021

In the lexicon of business, especially B2B, words and phrases can take on so many different meanings. In our own examination of this issue, we began to do “deep dives” into the actual buying processes of buyers several years ago, through work with HP and others. That they, in effect, lose their intended purpose after a while.

Top of Funnel 215

Top of Funnel B2B Sales Buyer Personas Process 215

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.

Digital Transformation 100

Digital Transformation Buyer Personas Ideal Customer Profiles B2B Thought Leadership 100

Tony Zambito

OCTOBER 23, 2016

Making it harder for businesses to assess markets and get a read on market environments. These four behavioral areas are being impacted, as well as, converging: (Market) Organizational Behaviors : How people work and interact in work environments today is significantly changing. Reframing Market Strategy.

Enterprise Management 100

Enterprise Management Marketing Strategy Marketing & Strategy Work Management 100

Tony Zambito

SEPTEMBER 29, 2018

As is most common in businesses today, there is enormous pressure to achieve short-term immediate results. Today’s hyper-focused mode of operating on the short leash can make it difficult for business leaders to step back, gather critical customer insights, and take a long-term view. How We Work.

CMO 176

CMO Analytics Network Marketing Planning 176

Tony Zambito

JANUARY 11, 2021

To ignore these in a business context is to be blind to the effect on our society. . Practicality will work itself out. A catastrophic COVID-19 pandemic that continues to increase in scope. The hope of the vaccines tempered as the rollout encounters delays. And the disturbing insurrection at our capitol causing national anxiety.

Trends 209

Trends B2B Sales B2B Marketing Spending 209

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

MAY 7, 2021

4 – Work Better With Agencies. Giving you the ability to leverage insights and common views of buyers to improve investments, business strategy, and operational efficiency outcomes. Shaping buyer interaction design (BxD) will become one of the most important efforts organizations will need to consider in the coming years.

Buyer Personas 220

Buyer Personas Allocation Paid Search Agency Advertising Agencies 220

Tony Zambito

MAY 31, 2017

Particularly when working with large enterprises. These three missteps are made, especially, when ABM is bought into to push more content and lacks the understanding of how organizations – and the people within them – work and behave. Yet, we cannot lose sight of the importance of sales in account-based strategies. Common Thread.

Account Based Marketing 211

Account Based Marketing ABM Digital Transformation Paid Search Agency 211

Tony Zambito

JUNE 8, 2020

How have buyers adapted to working from home? To assist business leaders in addressing these and other questions, Tony Zambito and the Center for Buyer Insights is spearheading an outlook monitoring study of buyers and decision-makers. How do we go about creating demand? What steps should we take to assure buyers feel safe?

Studies 162

Studies Buyer Personas Paid Search Agency Sample 162

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. On a positive note, I have worked with some amazing organizations this year. As in last year, I wish to incorporate the use of a survey to offer a comprehensive view of the state of buyer personas.

Buyer Personas 100

Buyer Personas Customer Surveys Ideal Customer Profiles Organic Leads 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

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

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? Workforce : How people work and communicate are changing drastically. 2020 Looms Ahead. The focus on transforming marketing, sales, customer experience, and etc. is the right thing to do.

Digital Transformation 184

Digital Transformation Buyer Personas Work Management Marketing Management 184

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. It is not uncommon to find different groups, departments, or divisions working on one of these elements without the other knowing about it.

Buyer Personas 100

Buyer Personas Lead Ranking Buy Research 100

Tony Zambito

JUNE 5, 2016

Recent research by SiriusDecisions found that for 80% of B2B buyers surveyed, customer experience counted as the top significant reason why they chose to work with a specific provider over another. Customer experience has been and will continue to be one of the major influences on how buyers make choices.

Buyer Personas 100

Buyer Personas Research B2B Correlation 100

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

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

JUNE 13, 2011

  Either they worked or didn’t work.    And, when they didn’t work they are shelved.    Those they did work sometimes run its course and then are neglected to move onto the next “big” thing.    Organic. Marketing and sales plans have a tendency to be concrete and finite plans. 

Buyer Personas 100

Buyer Personas Peer-to-peer Planning Viral Marketing 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