Tony Zambito

JUNE 5, 2016

Customer experience has been and will continue to be one of the major influences on how buyers make choices. 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. by Creative Stall.

Buyer Personas 100

Buyer Personas Research B2B Correlation 100

Tony Zambito

MAY 5, 2011

.  In others, there has been a mix of complex buying and selling cycles put into play to ultimately reach a purchase transaction.    The key lies in how well you and your organization are responding to the most transformative changes in B2B buying we’ve seen in several decades at least. . 

Buy 100

Buy Buyer Personas B2B Lock-In 100

Tony Zambito

SEPTEMBER 12, 2011

In my previous article, Enhance the Buyer Experience with Intelligent Engagement , I referenced a trend I called Experiential Buying.    In simplistic generalities, we can take a view of two experience categories that B2B buyers may seek: Self-Enabled Buying. .  Assist-Enabled Buying. Related articles.

Buy 100

Buy B2B Barriers Fulfillment 100

Tony Zambito

NOVEMBER 22, 2015

Changes in customer and buying behaviors continue to rock the very foundations of many industries. According to recent surveys by PWC, Forrester, IBM , and McKinsey, disruptive trends in customer and buying behaviors are expected to continue over the next five years. 7 Critical Elements Of Customer Understanding.

Buyer Personas 100

Buyer Personas Lead Ranking Buy Research 100

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.” Strengthening The Common View Of Customers. Thus, making it even more difficult to foster customer-centric marketing.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles B2B Marketing Paid Search Agency 100

Tony Zambito

SEPTEMBER 27, 2015

As CMOs look ahead, gaining greater clarity into how buying behaviors are changing is becoming one of their most important aims. At the same time, the ability of marketing to influence and support the entire customer lifecycle continues to expand. Interestingly, it is not a new concept. Fundamental Flaw.

Allocation 100

Allocation Buyer Personas CMO Press 100

Tony Zambito

MAY 11, 2011

  This may have been just fine – that is – until buyers have become fairly self-directed in the buying process as well as enabled by the Internet and social technologies.  What buyer persona research can reveal are distinctive buying behaviors within industries, marketplaces, organizational types, and etc. 

Buyer Personas 100

Buyer Personas Segmentation Buy Work Management 100

Tony Zambito

JANUARY 9, 2022

Not only are buyers changing but also buying processes are changing. These changes combined are causing significant gaps in the ability of businesses to understand and serve their buyers and customers. Calling for businesses to re-evaluate and reinvent their strategies towards buyers and customers.

Buyer Personas 196

Buyer Personas Correlation Buy Spending 196

Tony Zambito

NOVEMBER 28, 2010

  The only thing we can be sure of is that buying behaviors have changed and that expectations about the buying experience have changed.    A read on this from a buyer’s perspective and how it is changing the buying experience is that buyers expect to be educated.  So what really is going on? 

Social Media 100

Social Media Peer-to-peer Buy Media 100

Tony Zambito

MAY 12, 2021

Buyer Personalization Will Matter As The Balance Of Power Shifts To Buyers In A “New World Order” Of Buying. The pandemic is creating a “new world order” in how buying processes are governed, how buyers source, how buyer research, and the list can go on and on. In 1990, at the end of the Cold War, both President George H.W.

Buyer Personas 221

Buyer Personas Marketing AI Personalization B2B Sales 221

Tony Zambito

JANUARY 24, 2016

While others portray that if you just do these few things, then there will be a proverbial pot of gold, at the end of the year filled with overflowing coins of new leads and customers. One thing that is clear is the dynamics of markets, customers, and sellers continue to unfold in new ways. If it were only that simple….

Planning 100

Planning Buyer Personas Paid Search Agency Marketing & Strategy 100

Tony Zambito

MAY 11, 2010

Distinguishing a set of motivations, needs, and wants from a buyer’s goal orientation can make a significant difference in not only innovation but in aligning customer strategy with buyer goals.    All can offer helpful information and insight into how to better meet the needs of customers. . 

Buyer Personas 100

Buyer Personas Buy Wikipedia Customer Satisfaction 100

Tony Zambito

JANUARY 29, 2017

Strikingly, in these same few years, you will also find developing customer understanding also on the list of CEO priorities. What becomes clear considering these surveys is that many CEOs see growth resulting from a strong understanding of customers. A Strategic Necessity In An Emerging Digital-Centric World.

Digital Transformation 100

Digital Transformation Buyer Personas Ideal Customer Profiles B2B Thought Leadership 100

Tony Zambito

MARCH 12, 2017

It is safe to say that no industry or B2B markets will go without some form of disruption affecting buyers and buying behaviors. Relying on the predictability of long-ago established customers. Your Views Of Hierarchal Buying Teams And Committees Are Off. With a high degree of independence to make high-stake buying decisions.

Buyer Personas 251

Buyer Personas B2B Digital Transformation B2B Sales 251

Tony Zambito

OCTOBER 23, 2018

Customer Engagement Transformation. The emphasis is on becoming more digitally efficient with one’s marketing and sales efforts as a means of connecting with customers. The focus on transforming marketing, sales, customer experience, and etc. Transformation is being driven by rapid changes in buying behaviors.

Digital Transformation 184

Digital Transformation Buyer Personas Work Management Marketing Management 184

Tony Zambito

NOVEMBER 29, 2020

The pandemic is accelerating buying behavior shifts and also raising new behaviors to the surface. . The last 20 years seeing an explosion of new behaviors and technologies revolutionizing buying. The next generation of buyers is evolving the art and science of buying – because they are digital explorers. The Future of Buying.

Internet Marketing 207

Internet Marketing Fulfillment Interactive Marketing Customer Surveys 207

Tony Zambito

OCTOBER 1, 2018

The speed at which changes in buying behaviors and decision-making are occurring is a challenge faced by B2B organizations. Back in 1994, there was a book by Bradley Gale entitled Managing Customer Value. The premise was that we needed to focus on the lifetime value of customers. Empowering Customer Success. Disruption.

Buyer Personas 174

Buyer Personas Lead Ranking Digital Marketing Funnels Urgency Marketing 174

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. A precursor to customer experience was the concept of diagraming processes introduced by W.E. With wide variances in how people and organizations go about buying.

Marketing AI 174

Marketing AI Buyer Personas Top of Funnel Digital Marketing Funnels 174

Tony Zambito

OCTOBER 12, 2020

The most controversial item on executive meeting agendas before the new millennium was if ”small inside sales team to handle small customers” should be created. Digital Commerce Experience Matters As Much As Customer Experience. Moving past customer experience expectations to Digital Commerce Experience expectations.

Buyer Personas 310

Buyer Personas B2B Amazon Fulfillment 310

Tony Zambito

MAY 2, 2021

Rather than becoming a part of shifting buyer goals and a new future of buying. . This is a clear example of being out of touch. The pandemic unfortunately has intensified an unhealthy focus on processes and technologies. Preparedness for a new era can be achieved by adopting a Buyer Persona Sales System.

Buyer Personas 294

Buyer Personas B2B Sales B2B Interactive Marketing 294

Tony Zambito

MARCH 6, 2017

This also occurs on the level of the buy decision. Where intelligence, mistaken for insights, is rooted in outdated sales and product marketing precepts of buying teams, buying criteria, ill-defined success factors, etc. Rooted in the past as the world spins by them at a rapid pace.

Digital Transformation 253

Digital Transformation Buyer Personas Lead Ranking B2B 253

Tony Zambito

FEBRUARY 15, 2022

Without deeper understanding as a foundation, attempts to display empathy will ring hollow with buyers and customers. Buyer insights are not just handed over by buyers and customers. Earning the right to gain deep buyer insights from your buyers and customers is something that does not happen overnight. They are earned.

B2B Marketing 147

B2B Marketing B2B Trust Marketing Marketing & Strategy 147

Tony Zambito

MAY 4, 2021

Where there is a collective capability to gather quantitative and qualitative insights that lead to a true understanding of buyers and buying centers. Buried deep into the schedule at about the 11 th day was a 30-minute session on “who are our customers.” 3 – Buyer Persona Expertise. 5 – Enablement.

Buyer Personas 328

Buyer Personas Account Based Marketing ABM Organic Leads 328

Tony Zambito

APRIL 5, 2010

  Gaining insight into how customers and buyers think gives you the ability to tone down the brightness and see what is on their minds.   With a simple question, UPS is able to strike at the heart of what customers and buyers are thinking. Image via Wikipedia. Some companies just get it.   UPS does.

Buyer Personas 100

Buyer Personas Content Marketing Wikipedia Marketing & Strategy 100

Tony Zambito

MAY 7, 2021

Since the origins of the buyer persona concept in 2001, buyers and their buying behaviors have always been in a constant state of change. Here are 5 additional yet essential reasons to consider: 1 – Build a True Voice Of the Customer Capability. The idea of the “Voice of the Customer” has been around for quite some time.

Buyer Personas 220

Buyer Personas Allocation Paid Search Agency Advertising Agencies 220

Tony Zambito

JANUARY 21, 2022

Many businesses today, in their marketing and sales operations, have an insatiable thirst for data and intelligence about their buyers and customers. Put forth in their quest to know more about buyers and customers. Originating buyer research and buyer personas to gain human-centered insights about buying behaviors.

Marketing AI 204

Marketing AI Buyer Personas Marketing & Strategy Act-On 204

Tony Zambito

MAY 29, 2021

Resulting in new buying behaviors accompanied by new buyer goals and preferences. The outcome is the struggle remains hard to transition from a product-centric mindset to a true buyer/customer-centric mindset. 4 – Buying scenarios will have changed. The how and why of buying are being drastically transformed.

Top of Funnel 162

Top of Funnel Buyer Personas B2B Buyer's Journey 162

Tony Zambito

SEPTEMBER 29, 2018

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. Chief Marketing Officers, Customer Success Officers, and Chief Sales Officers, in particular, can benefit from taking a long-term view. Human-Centric insights.

CMO 176

CMO Analytics Network Marketing Planning 176

Tony Zambito

OCTOBER 26, 2020

An outcome is buyers and buying teams are scattered. Just a few years ago, it was considered a crazy notion that people would buy a new car without ever going to an auto dealership. Buying a new car was considered one of the most complex purchases for consumers. This was quickly followed by other large organizations.

Marketing & Strategy 245

Marketing & Strategy Buyer Personas B2B Sales Interactive Marketing 245

Tony Zambito

OCTOBER 26, 2015

Better, deeper, insightful, and well-rounded understanding of customers and buyers is on the top of the list for many CEOs and CMOs today. In recent studies by IBM and other research studies on CEO sentiments, customer insight and understanding are identified as a top focus for CEOs. Changing the way people collaborate and buy.

Buyer Personas 100

Buyer Personas B2B Paid Search Agency 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

NOVEMBER 2, 2016

Causing shifts in organizational, consumer, and customer behaviors. Facing new threats from competitors, dynamically shifting market behaviors, and behaviors of customers being reshaped by digitization. Reaching 1 million plus customers in this time period. Change can happen in just a few short years.

Organization 100

Organization Enterprise Management Marketing Strategy Marketing & Strategy 100

Tony Zambito

SEPTEMBER 28, 2016

Customer Journey by Rafael Garcia Motta. In business-to-business and consumer industries, the influence of goal-directed behaviors can be significant determinants of how choices and buying decisions are made. In sales for the past few decades, it has been called understanding the buying process. Buyer’s Journey Is A Pursuit.

Buyer Personas 100

Buyer Personas Buyer's Journey Case Studies Buy 100

Tony Zambito

APRIL 17, 2016

The majority of content today is not hitting the mark with buyers and customers. In many cases, by teams heavily skilled in engineering but perhaps lacking the wherewithal knowledge of understanding marketing and customers in general. Customer Understanding As The Foundation. Rather than, a lack of deep customer understanding.

Buyer Personas 100

Buyer Personas Research Personalization Marketing Budget 100

Tony Zambito

OCTOBER 27, 2018

The most controversial item on executive meeting agendas before the new millennium was if ”small inside sales team to handle small customers” should be created. Digital Commerce Experience Matters As Much As Customer Experience. A result of more and more B2B companies trying to improve their customer experience capabilities.

B2B 165

B2B Amazon Buyer Personas Fulfillment 165

Tony Zambito

DECEMBER 6, 2020

For example, universally now, you will expect to hear “it is all about the customer” or “ we are customer-centric.” Or they can be led to believe that basic intelligence such as identifying initiatives or buying criteria, counts as buyer insights. How many actually put this practice into place?

Organization 183

Organization B2B Buyer Personas Fulfillment 183

Tony Zambito

APRIL 26, 2021

It is a lot harder to reach our prospects and even existing customers today. 3 – How should we design buyer interactions based on the shift in buying behaviors? What does a new buying journey look like? But it is not easy. We’re spending more time just trying to wave the flag and get noticed.”. Let’s face it.

Buyer Personas 153

Buyer Personas Outreach Buy Studies 153