Tony Zambito

MAY 12, 2011

Without question, while B2B Marketing is focused on developing its new prominence in the early stages of the buying cycle via content strategy and content marketing, B2B Sales is caught flat-footed on how to adapt to changing buyer behaviors.    What do these new buying cycles look like? 

Buyer Personas 100

Buyer Personas B2B Sales B2B Buying Cycle 100

Tony Zambito

APRIL 17, 2011

These strategy areas include content strategy, social marketing, marketing automation, social selling, demand generation, and buyer experience marketing.    Obtaining contextual understanding of the new social buyer persona will be a key element of formulating strategies that are successful and embraced by buyers.

Buyer Personas 100

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

The Mx Group

AUGUST 16, 2017

Interactive Content. Your Top Ten Questions About B2B Buyer Personas. Recently, we partnered with Demand Gen Report to present a webinar about the power of personas. If you think your personas contain many critical buy-cycle insights, confirm that your sales team is aware of how and when to use them.

Buyer Personas 84

Buyer Personas Account Based Marketing Demand Generation Agencies Work Management 84

Tony Zambito

JULY 18, 2011

This is the third part of a series of reflective articles on the future of buyer personas.    In part 1 of this reflection on the future of buyer personas, I focused on some of the misconceptions about buyer personas and in part 2 , I offered perspectives on why changes were needed to be relevant to the social age. 

Buyer Personas 100

Buyer Personas Lead Ranking Ideal Customer Profiles Opt-out 100

Tony Zambito

APRIL 10, 2011

  Here is a key issue facing organizations today: each time a new social technology is introduced, it ultimately alters the buying behaviors of the new social buyer persona.    Have organizations today kept pace with the changes in buying behaviors and patterns? 

Buyer Personas 100

Buyer Personas Organization Buying Cycle Buyer's Journey 100

Tony Zambito

MARCH 16, 2010

Announced today was Goal Centric’s official introduction of the Buyer Persona Strategy Playbooks series. Below it is printed for your convenience: Buyer Persona Strategy Playbooks Introduced by Goal Centric.   I have made reference to these playbooks in recent posts as well as our work with Hewlett-Packard.

Buyer Personas 100

Buyer Personas Marketing & Strategy Enterprise Management Buying Cycle 100

Webbiquity

JANUARY 19, 2023

Affiliate sales support independent publishing Additionally, because B2B purchases tend to involve multiple stakeholders with different levels of influence, it is essential for marketers to understand the different buyer personas involved in order to tailor the communication and sales process accordingly.

Work Management 217

Work Management Marketing Management B2B Marketing B2B 217

Tony Zambito

OCTOBER 25, 2010

  Mead’s work concerned itself with human interactions and the symbolic nature of the world and languages.    Mead theorized that how people view the world, as well as experienced the world, shaped human interactions and that our interactions with others also shaped our view of society. 

Design 100

Design Buyer Personas B2B Thought Leadership Multi-Channel 100

DealSignal

APRIL 27, 2023

ABM intent data is about ABM marrying Ideal Customer Profiles, Buyer Personas, high-quality contact information, and intent data into a strategic go-to-market strategy for B2B firms. Use Ideal Customer Profiles to define your best-fit buyers An Ideal Customer Profile (ICP) simply defines who is your best-fit customers (i.e.,

Ideal Customer Profiles 52

Ideal Customer Profiles Account Based Marketing ABM Intent 52

Industrial Marketing Today

SEPTEMBER 3, 2010

Home Marketing Matters About Contact B2B Marketing Store Company Website Content Auditing and Mapping it to the Industrial Buy Cycle by Achinta Mitra on September 3, 2010 in B2B Lead Generation , Content Marketing , Industrial Marketing Strategies , Integrated Industrial Marketing These days it is popular to say “Content is marketing currency.”

Buying Cycle 60

Buying Cycle Buy Marketing Budget Web 2.0 60

Valasys

JUNE 8, 2020

Strategic content mapping is an orchestrated plan to deliver the right content to the right people at the right time to help customers sail through the specific stages of their buying cycles and to figure-out the opportunities to better address the pain-points of your customers. Helps in Creating a Buyer Persona.

Buyer Personas 76

Buyer Personas Buying Cycle Content Template 76

Zoominfo

JULY 25, 2018

A successful traveling salesperson wields the ability to take in their surroundings and use contextual clues to glean what they can about each prospect they interact with. Use the resources available to develop buyer personas. Simply creating buyer personas is not enough. Enter marketing automation.

Top of Funnel 150

Top of Funnel Planning Buyer Personas Multi-Channel 150

Webbiquity

DECEMBER 4, 2018

You also get to understand their abilities and properly map them to your buyers’ needs. Crafting buyer personas for sales reps and treating them like customers by tailoring outreach, tools, and techniques to the needs of different teams will go a long way in improving their sales effectiveness. Map Content to the Buying Cycle.

Sales Management 220

Sales Management Top of Funnel B2B Sales Tactics 220

Marketing Insider Group

MAY 18, 2020

Thought leadership makes a lot of sense in most B2B content marketing scenarios, typically because the buying cycle is longer and may require multiple approvals. The 2019 Thought Leadership Impact Study found that 55% of buyers bought more than one product due to thought leadership.

Thought Leadership 359

Thought Leadership B2B Thought Leadership Research Practices 359

SalesIntel

NOVEMBER 17, 2022

Recognizing the health threat raised by classrooms filled with students, schools and educational institutions are investigating how digital education and interactive learning can be extended and made more available in the midst of this global health crisis. Buyer Journey Mapping. Plan content ideas for buyer personas in this stage.

Top of Funnel 98

Top of Funnel Marketing Budget Paid Content Paid Search Agency 98

Televerde

FEBRUARY 2, 2021

However, with the modern buying cycle dominated by the digital landscape, the customer journey is much more complex. and there are several new ways brands can provide touchpoints and interact with potential customers. Understand the differences between your buyer personas and attract a new customer base.

Buyer Personas 61

Buyer Personas Touchpoints Buying Cycle Paid Search Agency 61

Marketing Interactions

APRIL 18, 2019

Complex Buying Processes Require Small Shifts. If your buying cycle is 6 months, buying is obviously not the shift you’re looking for out of the gate. If you go back to the example above, the next step might be for the buyer to download a case study that relates to the example.

Buyer Personas 119

Buyer Personas Buying Cycle Case Studies Case Study 119

Seismic

MARCH 7, 2023

Today’s buyers interact with B2B sales reps in a completely different way than they did a few years ago. More stakeholders are involved in every buying decision and they all look for more than just a great product or service. As a result, the average B2B buying cycle has become even longer and more complex than it was in 2020.

Training 52

Training B2B Sales B2B Budget Programs 52

ANNUITAS

SEPTEMBER 29, 2015

There are a lot of reasons why personas are valuable: Personas build understanding. Not everyone interacts with customers every day, and even those who do may not be able to distill essential elements into something usable. How do you build an actionable, insight-driven persona to guide your demand generation efforts?

Buyer Personas 100

Buyer Personas Demand Generation Buyer's Journey Buying Cycle 100

Tony Zambito

NOVEMBER 1, 2010

.  In the Buyer Experience Innovation framework, the design of buyer experiences is one of its most important elements.    In this series, I have presented the Seven Principles of Buyer Experience Journey Mapping and the Seven Stages of the Buyer Experience Journey as primers. 

Design 100

Design Buyer Personas B2B Thought Leadership Lead Ranking 100

Tony Zambito

SEPTEMBER 27, 2015

Such pressing concerns have CMOs seeking better ways to understand the entire buying cycle, as opposed to marketing’s traditional concern with building awareness. The idea of understanding the customer journey or buyer’s journey has come into vogue during the past couple of years.

Allocation 100

Allocation Buyer Personas CMO Press 100

EveryoneSocial

DECEMBER 5, 2017

Yet, often a mistake with social selling is that it’s as easy as sharing on social media, interacting, and voila! The sales team and any social selling participants need to be properly armed with content that aligns with buyer personas, answers problems the prospects may face, and industry related content.

Buyer Personas 88

Buyer Personas Buying Cycle Enterprise Management Work Management 88

ANNUITAS

MARCH 8, 2016

There are a lot of reasons why personas are valuable: Personas build understanding. Not everyone interacts with customers every day, and even those who do may not be able to distill essential elements into something usable. How do you build an actionable, insight-driven persona to guide your demand generation efforts?

Buyer Personas 100

Buyer Personas Demand Generation Buying Cycle Work Management 100

Tony Zambito

SEPTEMBER 8, 2010

.  Today’s CEO’s must make Buyer Experience Innovation a top priority to succeed in the rapidly changing B2B marketplace. Static View of Buying Cycle : For many years, we have conditioned ourselves to look at the buying cycle one dimensionally and through the prism of the seller only. 

Buyer Personas 100

Buyer Personas Buying Cycle B2B Lead Ranking 100

Tony Zambito

OCTOBER 27, 2010

One of the macro trends Lauren highlights is that buyers want content of real value.    Closely related to this trend is another, that buyers will not answer the phone.    Notably, this trend is changing the expectations buyers have of what is considered to be the ideal “buyer experience” they wish to encounter. 

Trends 100

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

Hubspot

AUGUST 30, 2012

Asking these types of questions will help you paint a clearer picture of your target customer -- what marketers like to call their " buyer persona " -- which will help you make smarter marketing decisions that always cater to the needs of your target customer. Not only will you be successful, you'll make your buyers happy!

Buyer Personas 28

Buyer Personas Advertising Agencies Landing Pages Thought Leadership 28

Heinz Marketing

JUNE 7, 2019

That being said, companies should view their online content (including both the website and social media content) as the first “salesperson” or “representative” that a millennial buyer will interact with and gain insight from. Think about what might be troubling a millennial buyer on a personal level based on their title and firm.

Marketing Management 87

Marketing Management B2B Buyer Personas Demographics 87

PathFactory

MAY 3, 2022

And, it makes sense, too, because it’s better for both the buyer and the seller. Seller beware—the buyer has done their homework. Since buyers only spend 17% of their time interacting with vendors, it’s important to ensure the limited time that sales has to convince the buyer count.

Ideal Customer Profiles 59

Ideal Customer Profiles B2B Sales Top of Funnel Account Based Marketing 59

PureB2B

JULY 14, 2020

The secret sauce is in engaging those in your target persona who have a need/challenge/problem that your solution will solve for. By establishing yourself as a thought leader early in the buying cycle, you can help them not only identify their problem more quickly, but build a solution. Tough crowd).

Demand Generation 62

Demand Generation Demand Planning Allocation 62

PureB2B

JULY 14, 2020

The secret sauce is in engaging those I your target persona who have a need/challenge/problem that your solution will solve for. By establishing yourself as a thought leader early in the buying cycle, you can help them not only identify their problem more quickly, but build a solution. Tough crowd).

Demand Generation 62

Demand Generation Demand Planning Allocation 62

PureB2B

JULY 14, 2020

The secret sauce is in engaging those I your target persona who have a need/challenge/problem that your solution will solve for. By establishing yourself as a thought leader early in the buying cycle, you can help them not only identify their problem more quickly, but build a solution. Tough crowd).

Demand Generation 62

Demand Generation Demand Planning Allocation 62

Tony Zambito

MAY 18, 2011

The pendulum has been swinging rapidly during the past two years with respect to understanding buyer behavior and interactions in the social age.   We are also witnessing the phenomenon of buyers in B2B marketplaces becoming more social in their interactions. 

Peer-to-peer 100

Peer-to-peer Buyer Personas B2B Thought Leadership Lead Ranking 100

Marketing Interactions

AUGUST 24, 2021

Think about what your buyers have already gone through before they engage with your sales reps. There’s a reason statistics exist that verify buyers push sellers back to the end of the buy cycle and only spend about 5% of that time engaged with your sales rep. Go back and review your buyer personas and buying journeys.

B2B Thought Leadership 62

B2B Thought Leadership Thought Leadership B2B Gartner 62

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 Personas 100

Buyer Personas Paid Search Agency Buying Cycle Lead Ranking 100

Tony Zambito

NOVEMBER 22, 2015

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. Many organizations are undergoing digital transformations in order to improve customer interactions, engagement, and understanding. 3 – Customer Ecosystem.

Buyer Personas 100

Buyer Personas Lead Ranking Buy Research 100

Valasys

AUGUST 2, 2019

The B2B industry flourishes by capturing the interests of the buyer personas based on their past buying preferences & researching habits, their demographic, firmographic, technographic & psychographic data. 35% of the customers would interact with at least one bot to resolve their problems.

Marketing AI 40

Marketing AI Enterprise Management B2B Marketing Trends 40

NuSpark Consulting

NOVEMBER 6, 2015

First, you have to understand your buyers and develop buyer personas. 57% of a buyer’s journey occurs before he or she contacts a vendor. How can you possibly know what’s going on in the front end of the buying cycle when you’re not involved? Now you know the questions buyers ask during their buying journey.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Planning 100