Tony Zambito

MARCH 13, 2011

.  Pine and Gilmore can be characterized as oracles for they offered the premise that we were entering an experience economy where value was created by staging memorable experiences for customers.    The mandate being finding channels to push and distribute products or services out to buyers. 

B2B Sales 100

B2B Sales Paid Search Agency Barriers Work Management 100

Tony Zambito

OCTOBER 25, 2010

, has as one of his main premises in his fantastic book that we must engage in meaningful conversations with customers to make them true empowered participants in social media.    Suggesting that how we interact with customers in the social engagement ecosystem cultivates customer loyalty and trust. 

Design 100

Design Buyer Personas B2B Thought Leadership Multi-Channel 100

Tony Zambito

FEBRUARY 28, 2016

For example, in one organization I helped recently, they perceived there were 7 stages for a generalized buyer’s journey of their target customers. When you also factor in multiple channels or platforms, this number perceivably can go to 80 to 100! Increasing Content Engagement Through Customer Understanding.

Buyer Personas 100

Buyer Personas B2B Content B2B Sales 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.   The investigative customer insight and buyer persona development process can provide the means to help executives answer three major components of an overall game plan. .   How To Win.

Buyer Personas 100

Buyer Personas Planning Segmentation Case Studies 100

Tony Zambito

MARCH 30, 2012

This is part 4 of a series on the challenge of targeting SMB markets and how the use of buyer-based modeling and buyer-based marketing help organizations to grow their SMB customer base. . When it comes to the SMB segment and the multiple sub-markets, it is just a plain fact that you cannot be everywhere. What Does This All Mean?

SMB 100

SMB Advertising Channels Enterprise Management Work Management 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

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 Buyer Personas 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

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

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

APRIL 19, 2010

.  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.    Just a few years ago, sales and marketing were trying to get the web channel aligned. 

Buyer Personas 100

Buyer Personas Marketing & Strategy Thought Leadership Social Media 100

Tony Zambito

OCTOBER 4, 2010

  While B2C successes in customer experience offer a guide, the translation to the complex world of B2B is not that easy.    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

JULY 18, 2011

  It takes science to uncover changes in behaviors and to understand goals in ways that customers and buyers have difficulty articulating.    No easy task for much of today’s management structure still is focus on pushing products and services out to customers.    Rewriting the story inside is science. . 

Buyer Personas 100

Buyer Personas Lead Ranking Ideal Customer Profiles Opt-out 100

Tony Zambito

DECEMBER 5, 2010

Increasing the ability of sales to customize on the fly and have modular approaches to demonstrate expertise as well as map to buyer initiatives and buyer goals. .  Trend 4: Evolving systems and tools to improve the sales experience. Existing systems and tools will need to evolve from primarily static methods to dynamic methods.

Trends 100

Trends Buyer Personas AIDA Buyer's Journey 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.    It is transforming our way of designing business models and how we think in general about customer strategy. 

Buyer Personas 100

Buyer Personas Business Social Media Lead Ranking 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.  Social Buyerography: Multiple Qualitative Approaches.

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

APRIL 16, 2010

Did you ever have one of those sleepless nights in a Godforsaken hotel and you find yourself channel flipping?    Tags: buyer goals buyer persona Buyer Personas buying process Customer Insight Personas Sales social business strategy social media marketing. Image by nubui via Flickr.   Infomercials are good at this.

Buyer Personas 100

Buyer Personas Rules High Quality Lead Social Media 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

OCTOBER 18, 2010

  The most common has been around a term that has existed for several years in mapping the customer or buyer journey.    This thinking implies that an event triggers a customer or buyer to begin the search for a resolution.  There are two tiers of thinking in this phase.    How?

Buyer Personas 100

Buyer Personas Buyer's Journey Allocation Trigger Marketing 100

Tony Zambito

AUGUST 22, 2011

  Over the years, persona research in general was seen as a one-time initiative to establish a foundational understanding of customers – both users and buyers.    This steep learning curve essentially requires constant listening of buyer behaviors and how buyers are choosing channels from which they want to be heard. 

Buyer Personas 100

Buyer Personas Viral Marketing Research Ideal Customer Profiles 100

Tony Zambito

DECEMBER 16, 2020

No matter the channels they choose. This has ramifications to all the mantras about being customer-centric or buyer-centric. They will see right through the customer-centric or buyer-centric promotions lacking substance. Shifting from a mindset of customer/buyer centricity to customer/buyer enablement.

Allocation 285

Allocation Buyer Personas Marketing & Strategy Interactive Marketing 285

Tony Zambito

FEBRUARY 14, 2022

I recently read a thought-provoking article on the future of B2B buying by Brent Adamson, the author of the Challenger Sale and The Challenger Customer. Brent makes a case for adapting to a shift of multi-channel buying. Or as Brent notes: “Simply put, suppliers aren’t selling the way many customers prefer buying.”.

Buy 147

Buy Gartner B2B B2B Sales 147

Tony Zambito

MAY 20, 2012

Personas are developed from primary qualitative research with real customers. 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. Research-Based Understanding Gaining Momentum.

Buyer Personas 100

Buyer Personas Lead Ranking Demand Generation Agencies Ideal Customer Profiles 100

Tony Zambito

FEBRUARY 12, 2012

The state of the new buyer has sprouted new buzz words, touted tactics, and channels all promising the chance to lift marketing up to higher levels. External spokes can come in the form of customers, partners, and consultants – all being brought together to help them navigate the risky and uncertain road ahead. The Vision Thing.

Lead Ranking 100

Lead Ranking CMO Analysis Wikipedia 100