Tony Zambito

MAY 13, 2011

Channels : the report indicates that we should be careful about throwing the baby out with the bath water.    All those who have clamored about social media and social technology dominance, hold on to your seats.    Facebook, LinkedIn, Twitter, Blogs, and other social media ranked near the bottom. 

Buyer Personas 100

Buyer Personas WOM B2B Paid Search Agency 100

Tony Zambito

AUGUST 31, 2011

  To me at least, it seems that in the social age the terms Reach and Engage cancel each other out.  Brian Solis  published an article entitled The End of Social Media 1.0.    While the focus is on social media and consumers, some points apply to buyer behavior and this question. 

Social Media 100

Social Media Amazon Social Networks Paid Search Agency 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.     Follow @TonyZambito.

Purchase 100

Purchase Correlation Barriers Sales Qualified Leads 100

Tony Zambito

JULY 18, 2011

.  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.    At the same time, offer perspectives on the future of buyer personas in the social age.

Buyer Personas 100

Buyer Personas Lead Ranking Ideal Customer Profiles Opt-out 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

OCTOBER 27, 2010

  Engagement channels continue to expand exponentially each year which Carlson also notes in terms of the increase number of marketing channels.    A macro trend that is evident when one considers the outgrowth of micro sites, micro blogs, and micro social networks over the past couple of years. 

Trends 100

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

Tony Zambito

MAY 22, 2011

In my article, Social Buyerology: Understanding Buyers in the Social Age , I offered perspectives on the need for a new discipline in B2B Sales and Marketing related to understanding new buyer behaviors and interactions in the social age.  Social Buyerography: Multiple Qualitative Approaches.

Research 100

Research Buyer Personas Multi-Channel Validation 100

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.  Image by aafromaa via Flickr.

Peer-to-peer 100

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

Tony Zambito

AUGUST 22, 2011

During a series of articles entitled The Future of Buyer Personas is Social , I referenced several times that the social age will cause a rethinking of buyer persona research and development.   I recently wrote an article describing a new Social Buyer Ecosystem.  Image by zilver pics via Flickr. Ecosystem.

Buyer Personas 100

Buyer Personas Viral Marketing Research Planning 100

Tony Zambito

APRIL 19, 2010

  The financial crisis and the meteoric rise of social media marketing have suddenly changed the game for both sides.     Just a few years ago, sales and marketing were trying to get the web channel aligned.    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

DECEMBER 5, 2010

The year 2011 will be the beginning of companies adapting more intensely to the changing landscape of buyer behavior caused by the lasting effects of the recession and the advent of the digital and social age. Sales will require adaptation to these changes with new methods, tools, and systems that map well to buyer behavior.  

Trends 100

Trends Buyer Personas AIDA Buyer's Journey 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

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

APRIL 12, 2010

The impact of Social Business is proving to be a seminal period in our history.    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. 

Buyer Personas 100

Buyer Personas Business Social Media Lead Ranking 100

Tony Zambito

JANUARY 30, 2011

One of the interesting outcomes of the rise of Social Media , Demand Generation , and Content Marketing in 2010 was the increasing use of the term audience development.  Understanding the concept of audience development, in its true sense, can help to formulate plans around social media.  Image via Wikipedia.

Social Media 100

Social Media Social Marketing Buyer Personas Planning 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

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.

Buyer Personas 100

Buyer Personas Rules High Quality Lead Social Media 100

Tony Zambito

JANUARY 10, 2011

  I’m sure it makes B2B marketer’s heads spin just trying to assess if and how the constant evolution of digital marketing, social networking, content marketing, demand generation, marketing automation, and sales enablement fits into strategies to keep buyers engaged throughout.   

B2B 100

B2B Buyer's Journey Sales Cycle Demand Generation 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. Socialization : The buyer experiences peer-to-peer opportunities, community engagement, image enhancement, and unencumbered bilateral loyalty.

Peer-to-peer 100

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

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

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

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. Understanding new technologies today, especially those related to digital, social, and Enterprise 2.0, Getting All Techie. remain an important function of the modern CMO.

Lead Ranking 100

Lead Ranking CMO Analysis Lead Scoring 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

Tony Zambito

FEBRUARY 22, 2012

The floodgates have opened on channels, social media, old media, the Internet, and countless other ways to interact, explore, retrieve, and digest information in this new era of the buyer. Simply stated, buyers are making multiple choices prior to as well as well after buying decisions. Why It Is Important to Understand Buyer Choice.

Top of Funnel 100

Top of Funnel B2B Sales Marketing Funnels Wikipedia 100