Tony Zambito

NOVEMBER 15, 2020

Accounting for their preferences and behaviors when it comes to interacting with multiple channels. With digital transformation accelerating, B2B leaders will need to look at how to design digital interactions that enable buyers. Increase Organizational Understanding Of Buyers Now And Post-Pandemic.

Buyer Personas 220

Buyer Personas Digital Transformation B2B Sales Interactive Marketing 220

Tony Zambito

MARCH 6, 2017

While B2C has most of the buzz related to digital transformation, the impact is felt mostly in channels and distribution. Yet the distribution channel of how consumers get a book has been radically disrupted through digital transformation. For example, the physical properties of a book will forever remain the same.

Digital Transformation 253

Digital Transformation Buyer Personas Lead Ranking B2B 253

Tony Zambito

NOVEMBER 4, 2020

Get your teams on the same page with common views of your buyers, the channels they pursue, and the buyer journey they embark on. If you have not yet, this is a good time to get started with buyer research reset your overall buyer strategies. Gathering insights into how buyers’ goals and behaviors have changed is a must.

B2B 202

B2B Buyer Personas B2B Sales Buyer's Journey 202

Tony Zambito

MARCH 12, 2017

Looking at the past histories of sales by variables such as geographies, territories, and various channels. The advent of CRM, Sales Automation, and Marketing Automation has produced voluminous data. At issue is much of analytics remains tactical. You Have An Internal View Of The Buyer’s Journey.

Buyer Personas 251

Buyer Personas B2B Digital Transformation B2B Sales 251

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. 

B2B Sales 100

B2B Sales Paid Search Agency Barriers Work Management 100

Tony Zambito

JUNE 13, 2011

.  Social influence dynamisms require us to look at the opposite of duplicating messages across multiple channels.    Insights can reveal how social buyers are accustomed to social interaction by various channels.    Savvy marketers today will be asked to look at how to optimize each channel uniquely. 

Buyer Personas 100

Buyer Personas Peer-to-peer Planning Viral Marketing 100

Tony Zambito

DECEMBER 12, 2010

  The digital age bringing new expectations on the part of buyers for learning experiences, subject matter expertise, innovative customization, and varied channel engagements.  .  Buyers are asking for better experiences and better solutions. 

B2B Sales 100

B2B Sales Buyer Personas Multi-Channel B2B 100

Tony Zambito

OCTOBER 25, 2010

Engage : The buyer experiences multi-channels of engagement options that allows for adequate assessment. .  The Buyer Experience Interaction Model :   Thought : The buyer experiences thought leadership and subject matter expertise when   initiatives arise.

Design 100

Design Buyer Personas B2B Thought Leadership Multi-Channel 100

Tony Zambito

NOVEMBER 1, 2011

  Compounding perceived risks is the increase in choices as mentioned in my previous article as well as new social channels to explore.    This new mishmash of complexity, choices, and new channels causes a much higher degree of uncertainty on the part of buyers.

Purchase 100

Purchase Correlation Barriers Sales Qualified Leads 100

Tony Zambito

AUGUST 16, 2010

Will these two channels have sustaining power over the long term? I believe that a result of this anticipatory ability on the part of several leading organizations will be the creation of new media channels that ultimately may eclipse Twitter and Facebook in the minds of buyers.

Buyer Personas 100

Buyer Personas Allocation Marketing & Strategy Social Media 100

Tony Zambito

NOVEMBER 28, 2010

This past year we’ve witness a meteoric explosion of social media, social business, and many other peripheral digital communications channels.    Without question, social media has dominated the business news in terms of conventional media channels as well as digital media channels.  

Social Media 100

Social Media Peer-to-peer Buy Media 100

Tony Zambito

OCTOBER 27, 2010

  Engagement channels continue to expand exponentially each year which Carlson also notes in terms of the increase number of marketing channels.  .  According to Paul Greenberg, adopt they must for buyers want to be “subjects of an experience” and not an “object of a sale” as Greenberg eloquently states. 

Trends 100

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

Tony Zambito

MAY 13, 2011

Channels : the report indicates that we should be careful about throwing the baby out with the bath water.    Yes, Facebook usage nearly doubled compared to last year but it still does not have anywhere near the usage levels that traditional channels have when it comes to B2B purchasing. . 

Buyer Personas 100

Buyer Personas WOM B2B Paid Search Agency 100

Tony Zambito

NOVEMBER 1, 2010

  Interaction modelings not only embodies the touchpoints encountered, such as web sites, channels, selling teams, and call centers, but involves modeling end-to-end processes that are designed to create adaptable buyer experience journeys for buyers who pull the levers on different paths to take. 

Design 100

Design Buyer Personas B2B Thought Leadership Lead Ranking 100

Tony Zambito

MARCH 22, 2010

  Drawing up game plans, especially in the B2B space, is made more difficult by the evolving new channels of buyer engagements.   In addition, both are recognizing that how to win is through their channel partners. Buyer Persona Development Process = Game Plan.

Buyer Personas 100

Buyer Personas Planning Segmentation Case Studies 100

Tony Zambito

DECEMBER 5, 2010

Multiple channels of engagements including those involving social media will increase demands for training and new tools to support not only improved ability in conversational skills or dialoguing with buyers but also adapting to new forms or channels of engagements.   Trend 6: Buyer experience branding.

Trends 100

Trends Buyer Personas AIDA Buyer's Journey 100

Tony Zambito

SEPTEMBER 27, 2015

Never more pressing as digital channels expand and become more immersed in the conduct of commerce. by Vica Design. As CMOs look ahead, gaining greater clarity into how buying behaviors are changing is becoming one of their most important aims.

Allocation 100

Allocation Buyer Personas CMO Press 100

Tony Zambito

JANUARY 10, 2011

  What are the types of interactions, channels, and experiences that will keep buyers engaged over the entire buyer journey and sales cycle?  .  If they stick around long enough and longer than with your competitors, the higher the conversion rate from prospect to buyers.   

B2B 100

B2B Buyer's Journey Sales Cycle Demand Generation 100

Tony Zambito

AUGUST 31, 2011

  Do their efforts in content marketing and sales, for example, mirror conventional reach and push through the different channels of social networks?  Companies today will need to examine what is meant by reach and engage and whether it fits new buyer behaviors that want listen and engage. 

Social Media 100

Social Media Amazon Social Networks Paid Search Agency 100

Tony Zambito

OCTOBER 4, 2010

.  In the modern B2B world, discovering the right mix of outbound and inbound engagement can be an ongoing design challenge to get the right recipe of engagement channels that buyers will select. 

Buyer Personas 100

Buyer Personas Marketing Automation Services Buying Cycle Lead Ranking 100

Tony Zambito

FEBRUARY 28, 2016

When you also factor in multiple channels or platforms, this number perceivably can go to 80 to 100! They also believed there should be 3 to 4 types of content for each stage. This type of approach put them in a frantic mode to create 28-30 individual content creations.

Buyer Personas 100

Buyer Personas B2B Content B2B Sales 100

Tony Zambito

APRIL 19, 2010

  Just a few years ago, sales and marketing were trying to get the web channel aligned.  .  Buyer personas, qualitative research derived archetypes of buyers and their goals are being used to create a unified platform for understanding how to communicate to customers and buyers. 

Buyer Personas 100

Buyer Personas Marketing & Strategy Thought Leadership Social Media 100

Tony Zambito

JULY 18, 2011

  The term “content marketing” is gaining a foothold due to the explosion of new media channels resulting from the Internet and the Social Age.    To me this is content presentation just flooding media channels.    To me this is content presentation just flooding media channels. 

Buyer Personas 100

Buyer Personas Lead Ranking Ideal Customer Profiles Opt-out 100

Tony Zambito

APRIL 16, 2010

Did you ever have one of those sleepless nights in a Godforsaken hotel and you find yourself channel flipping?  Image by nubui via Flickr.   You 100k miles per year executives know exactly what I am talking about.    Infomercials are good at this.

Buyer Personas 100

Buyer Personas Rules High Quality Lead Social Media 100

Tony Zambito

MAY 22, 2011

Understanding the social buyer involves utilizing social research methods to gain deep insights into how buyer dynamics associated with networking, affiliations, influence, and decision-making are being impacted by the influx of social technologies and multiple channels. 

Research 100

Research Buyer Personas Multi-Channel Validation 100

Tony Zambito

NOVEMBER 8, 2010

Ease of Support : The buyer experiences a level of support, support channels, and support expertise that is well designed and unmatched in their industry. Delivery : The buyer finds the execution of the out of box experience ( OOBE ) or the implementation delivery experience (IDE) to reinforce the value expected and their brand choice.

Peer-to-peer 100

Peer-to-peer Buyer Personas Demand Generation Agencies Fulfillment 100

Tony Zambito

MAY 18, 2011

  The spheres of networking has exploded and connections are made daily through channels such as LinkedIn, Twitter, and Facebook.  Social Networking :  the advent of the social age is affecting and changing how buyers relate to colleagues and peers not only within but outside of their organizations. 

Peer-to-peer 100

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

Tony Zambito

JANUARY 30, 2011

  One of the biggest complaints I have heard about social media, when conducting qualitative interviews, is that some companies see social media as just another sales channel.    This is similar to attaching additional hoses to a constant high volume stream of water - gushing out an endless stream of blaring sales pitches. 

Social Media 100

Social Media Social Marketing Buyer Personas Planning 100

Tony Zambito

AUGUST 22, 2011

  This steep learning curve essentially requires constant listening of buyer behaviors and how buyers are choosing channels from which they want to be heard.  .  Organizations today are finding the learning curve to be quite steep in becoming efficient at social listening and creating pull. 

Buyer Personas 100

Buyer Personas Viral Marketing Research Planning 100

Tony Zambito

MAY 5, 2010

  Most striking to me is this commentary: “Globalization of markets and new channels of digital engagement are causing senior corporate marketers to seek new internal skills and capabilities, and re-direct spend towards more inventive and localized go-to-market programs,” notes Donovan Neale-May, executive director of the CMO Council. 

Social Media 100

Social Media Buyer Personas Media Marketing Automation Services 100

Tony Zambito

AUGUST 21, 2011

  The lack of Adobe Flash is repeatedly the most notable shortcoming loudly announced in promotional channels.  Most of Apple’s competitors jump on the shortcomings in technology.    What their competitors fail to see is that buyers simply don’t care.    Distribution.

Distribution 100

Distribution Buy Marketing & Strategy Marketing 100

Tony Zambito

APRIL 12, 2010

  As the Internet changed our very means of how we view information, social media technology and social media channels are changing our views of customer relationships and conversations.  The impact of Social Business is proving to be a seminal period in our history. 

Buyer Personas 100

Buyer Personas Business Social Media Lead Ranking 100

Tony Zambito

DECEMBER 16, 2020

No matter the channels they choose. This will increase the need for organizations to consider Buyer Interaction Design (BxD) as they plan ahead. The Buying Experience Will Matter. Buyers will place more value on their overall buying experiences. Here is a subtle nuance I am sharing from buyer interviews.

Allocation 285

Allocation Buyer Personas Marketing & Strategy Interactive Marketing 285

Tony Zambito

OCTOBER 18, 2010

B2B complexity has a robust chemistry of sales, content marketing, partners, and channels that all provide various touchpoints in the assessment phase.  .  Understanding this phase in detail can lead to creating consistent research experiences yet tuned to the potential different perspectives.    How?

Buyer Personas 100

Buyer Personas Buyer's Journey Allocation Trigger Marketing 100

Tony Zambito

FEBRUARY 14, 2022

Brent makes a case for adapting to a shift of multi-channel buying. Not only do B2B organizations need to be wary of the single buyer syndrome but also that of the single interaction channel syndrome. Years ago, I wrote about the danger of looking through the lenses of a single buyer.

Buy 147

Buy Gartner B2B B2B Sales 147

Tony Zambito

MARCH 4, 2012

The invisibility of buyers who are in explore and network mode of the buyer choice model makes it an imperative for B2B businesses to better understand how different buyers interact with different channels that create impressionable brand and buyer experience.

Top of Funnel 100

Top of Funnel B2B B2B Sales Wikipedia 100

Tony Zambito

MAY 20, 2012

Particularly those who have large bases of existing customers and have seen the mix of channels used by customers become more diverse as well as integrated. Companies striving to remain relevant to their customers will need to constantly update their knowledge of evolving channels and buyer preferences and how they relate to buyer goals.

Buyer Personas 100

Buyer Personas Lead Ranking Demand Generation Agencies Ideal Customer Profiles 100