Tony Zambito

NOVEMBER 21, 2010

  Essentially our construct of the buying experience aligned with the AIDA view may be out of synch with the multi-variant journeys being taken by buyers today.  When these conditions are especially present, it will dramatically affect B2B buying experiences today. 

Top of Funnel 100

Top of Funnel AIDA Buyer Personas Terms and Conditions 100

Tony Zambito

MAY 17, 2010

  An important means of doing so is to understand how and why buyers make buying decisions. Aligning Buying decisions made by B2B businesses are ultimately made with accomplishing goals as the focal point.  Pillar Two: Gain Deep Understanding of How Content is Consumed in the Buying Process.

Buyer Personas 100

Buyer Personas B2B Marketing B2B Content 100

Tony Zambito

OCTOBER 11, 2010

."  It sparked a personal journey and quest around a simple phrase that Dan discussed back then: identifying how customers buy.    I began to use this phrase quite often afterwards, adding that  why customers buy is equally important, but the origins and credit really belongs with Dan Henson. 

Buyer Personas 100

Buyer Personas Marketing Automation Services Lead Ranking Conference 100

Tony Zambito

OCTOBER 27, 2010

  Lauren further adds that a confluence of trends is changing the way buyers experience buying decisions and purchases.  .  Lauren notes that the B2B environment is faced with increasing challenges in marketing to as well as selling to the buyer. 

Trends 100

Trends Peer-to-peer Buyer Personas Marketing Automation Services 100

Tony Zambito

MAY 4, 2011

  They have helped companies to gain insights into market opportunities, find out why challenges exists, depict buying processes, and how to map critical sales and marketing strategies to the goals of buyers.    I am not sure this is a good thing for both buyer persona development and for sales or marketing in general. 

Buyer Personas 100

Buyer Personas Research Ideal Customer Profiles Demand Generation Agencies 100

Tony Zambito

SEPTEMBER 8, 2010

Let’s define Buyer Experience Innovation : “Creating in totality an ideal buying experience and innovative interactions that engages as well as enables buyers to enter into a transactional and loyal relationship with the organization”. Over the past decade, customer experience has become part of the landscape of business thinking. 

Buyer Personas 100

Buyer Personas Buying Cycle B2B Lead Ranking 100

Tony Zambito

NOVEMBER 15, 2010

.  Let’s look at each role briefly: Buyer Experience Strategist : in this role, one examines buyer strategy, buyer insights, and developing end-to-end journeys that enable buyers to buy. Buyer Experience Designer : in this role, one focuses on buyer interactions and designing interaction points along the buyer journey.  

Buyer Personas 100

Buyer Personas Paid Search Agency Buying Cycle Lead Ranking 100

Tony Zambito

DECEMBER 20, 2015

This indicates a shift away from the often incorrect view of buyer personas focused on rational data such as buying criteria to a focus on the qualitative behavioral influences related to buyer decisions. This is a welcome shift. A Step In The Right Direction. All in all, I am pleased to see the results of this survey.

Buyer Personas 100

Buyer Personas Research Studies Demand Generation Agencies 100

Tony Zambito

OCTOBER 4, 2010

.  Tags: buyer behavior buyer ecosystem buyer enablement buyer goals buyer insight buyer persona buyer persona development Buyer Personas Buying Cycle Scenarios buying process Customer Insight customer strategy digital marketing digital marketing strategy innovation lead generation Marketing marketing automation qualitative research Sales sales (..)

Buyer Personas 100

Buyer Personas Marketing Automation Services Buying Cycle Lead Ranking 100

Tony Zambito

JANUARY 30, 2011

  As I see it, audience development does not equate one-to-one with such efforts related to relationship marketing, selling approaches, lead generation, and other similar tactical means.  .  Like any new term that arrives in a business context, it is prone to being used to recast the dye on existing efforts. 

Social Media 100

Social Media Social Marketing Buyer Personas Planning 100

Tony Zambito

APRIL 5, 2011

.  It’s no wonder why – we have seen major alterations of buyer behavior and buying patterns with technology enabling more buyer control over the majority of the buying cycle process.    This makes nurturing a key element of preventing buyers from disengaging from the buying cycle.   Why?

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Planning 100

Tony Zambito

MARCH 23, 2011

.  Without belaboring the points that became more prominent the last few years, we all know that buyers are off doing their own thing in the early stages of the buying process.    And what is becoming more evident is that buyers care more about the buying experience than ever before. 

Peer-to-peer 100

Peer-to-peer Network Marketing Buy Education 100

Tony Zambito

APRIL 29, 2010

.  It has been great to engage in these conversations.

Buyer Personas 100

Buyer Personas Rules Marketing Automation Services Wikipedia 100

Tony Zambito

MARCH 13, 2011

  Let’s take a look at some areas where the new buyer experience economy will cause rethinking: Buying channels versus selling channels : since the dawning of the industrial and manufacturing age, selling became a downstream endeavor.    The digital age has ushered in a new way of thinking.    Far from it. 

B2B Sales 100

B2B Sales Paid Search Agency Barriers Work Management 100

Tony Zambito

MARCH 20, 2011

.  Buyer research insight : buyer persona development, done via sound qualitative means, can reveal illuminating insight into what buyers are actually researching for in the buying process.    Different content types, forms, and media can make a difference depending on the stage of the buying journey. 

Buyer Personas 100

Buyer Personas Marketing & Strategy Buyer's Journey Content 100

Tony Zambito

APRIL 2, 2008

I recently read and listened to on Brian Carroll's blog, B2B Lead Generation Blog , an interesting Podcast about the new role of sales as expert content filters. They will have to be the purveyors of knowledge about not only buyer personas, but also of gaining insight into the buying processes of their customers.

Buyer Personas 100

Buyer Personas Buying Cycle Knowledge Base Internet Marketing 100

Tony Zambito

JUNE 13, 2011

  In the social age, influence or perhaps more correctly, social influence, has become the centrality of the social buyer’s mindset towards taking steps leading to a buying decision.    This, in fact, is creating a tension point between marketers and buyers today. 

Buyer Personas 100

Buyer Personas Peer-to-peer Planning Viral Marketing 100

Tony Zambito

DECEMBER 19, 2010

  In addition, we know from the people who survey sales trends, such as Sirius Decision , CSO Insights , and McKinsey , today’s buyers get through nearly 70-80% of the buying process BEFORE they engage with sales people.    On top of that, the entire buying experience is fragmented. 

Top of Funnel 100

Top of Funnel Trends Conversion Buyer Personas 100

Tony Zambito

DECEMBER 5, 2010

Companies will see a need to shift from solely a focus on selling processes to incorporating the sales experience into a framework of the overall buying experience.  The ability to map to buyer journeys and buying processes will increase as well as supporting sales with mapping perspectives and tools. 

Trends 100

Trends Buyer Personas AIDA Buyer's Journey 100

Tony Zambito

APRIL 17, 2011

Buyer Patterns : patterns related to how and why buyers buy have undergone significant changes and most notably in B2B these patterns are undergoing constant change and evolution. Buyer Journeys : we’ve seen a major shift here in what I have referred to as self-directed buyer journeys. 

Buyer Personas 100

Buyer Personas Buying Cycle Buyer's Journey Demand Generation Agencies 100

Tony Zambito

JANUARY 18, 2011

What resonates throughout these three reasons is the need to build demand generation strategy around the B2B buyer.    Acquiring a deep understand of your target buyer and their buying process. 

Buyer Personas 100

Buyer Personas Demand Generation Demand Generation 100

Tony Zambito

APRIL 12, 2011

  As in we are engaging the buyer in the buying process for example.  Image by Maria Reyes-McDavis via Flickr. 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.    The buyer being the object of engaging. 

Buyer Personas 100

Buyer Personas Word of Mouth WOM Curation 100

Tony Zambito

FEBRUARY 5, 2017

The illusion being that by consistently putting “content in front of people” , the company will grow from resulting leads generated by its content. We can call them argumentative facts related to buying criteria, initiatives, risks, and etc. Illusions tend to create cyclical behaviors. Offering no real substantive insights.

Digital Transformation 50

Digital Transformation Buyer Personas Broadcasting Leads 50

Tony Zambito

APRIL 16, 2012

Whether they relate to demand generation, content marketing, sales enablement, and more, efforts are being made to make adaptations to changing buying behaviors. We have seen many variations over the past two as these attempts are made. The design of systems today within companies will need to revolve around the buyer.

Sales Management 100

Sales Management Top of Funnel Planning Demand Generation 100

Tony Zambito

NOVEMBER 16, 2011

The significant buyer trend of the past decade has become the blinding obvious – we know that buyers are self-directing 70% to 80% of their own buying process.    It is the under layers of this trend that is having the most affect on marketing and sales in terms of the thinking towards demand generation. 

Fulfillment 100

Fulfillment Demand Generation Demand Trends 100

Tony Zambito

MAY 8, 2011

.  Devising content strategy and content marketing tactics is becoming predominantly about publishing content that meet buyer demand for knowledge in the early stages of the buying cycle.  Turn B2B Buying Into a Social Experience (buyerpersonainsights.com).   What’s going on? .      Related articles.

Buyer Personas 100

Buyer Personas Content Marketing Content Buying Cycle 100

Tony Zambito

MAY 20, 2012

In the past few years, through co-creation efforts with Fortune 100 companies, we began to see robust modeling expanding beyond just the concept of a single buyer persona to that of modeling key dynamics of the overall buyer experience such as buyer ecosystems, buying scenarios , mental models, values, and experience. Related articles.

Buyer Personas 100

Buyer Personas Lead Ranking Demand Generation Agencies Ideal Customer Profiles 100

Tony Zambito

MAY 2, 2012

While there is much focus given to demand generation, content marketing, lead generation, lead management, and opportunity pipeline management, recent significant changes in buyer behaviors calls for serious examinations of whether organizations are attracting the right buyers. Are Buyers Really Hiding?

Organization 100

Organization Lead Ranking Buyer Personas Lead Nurturing 100

Tony Zambito

APRIL 7, 2010

  Demands for sales force automation, marketing automation, social media platforms, content marketing platforms, lead generation programs, and much more presented with business case studies that appeal to the analytical side of business logic. .   Each staff meeting is accompanied by a cacophony of demands.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Buyer Personas Marketing Strategy 100

Tony Zambito

MARCH 9, 2012

The rigid funnel will no longer serve as a workable means of communicating unique views of buyers and their buying behaviors. How buyers make choices today, in large part driven by empowering new technologies, will transform how B2B businesses will view buyers as well as redefine what is meant by business marketing.

Top of Funnel 100

Top of Funnel Lead Ranking Business Buyer Personas 100

Tony Zambito

MARCH 21, 2012

Simply put, SMB buyers are more social, more sophisticated, more connected, and are transforming their buying behaviors at an accelerated pace. Buyer Scenario Modeling : To get a handle on the problems SMB buyers face and what confronts them, modeling buying scenarios can give your marketing and sales teams insight into how to be relevant.

SMB 100

SMB Lead Ranking Top of Funnel Buyer Personas 100