Tony Zambito

JANUARY 21, 2021

Prior to the pandemic, many companies were dealing with a good problem. Future-enabling involves having a clear understanding and buyer insights needed to help buyers envision a future outlook. Helping and enabling buyers to envision the future has to be accompanied by trust – not guesses. 3 – Growth and Building Scale.

B2B Sales 221

B2B Sales Trust Marketing B2B Marketing Paid Search Agency 221

Tony Zambito

MAY 7, 2021

Looking for specific insights and buyer personas that are going to help them with a product launch. Helping marketing and sales to plan and coordinate around a common view and language about buyers and accounts. (As Recently, a friend sent me a “Rosie the Riveter” type of buyer persona created by a marketing agency for his company.

Buyer Personas 220

Buyer Personas Allocation Paid Search Agency Advertising Agencies 220

Tony Zambito

JANUARY 21, 2022

For companies today, whether B2C or B2B, acting upon human-centered insights about their buyers and customers is truly a matter of survival. . The concept of human-centered design was derived from a desire to help people achieve their needs and goals. Creating an urgent need to understand and act upon human-centered insights.

Marketing AI 204

Marketing AI Buyer Personas Marketing & Strategy Act-On 204

Tony Zambito

DECEMBER 6, 2020

Where they ask for help but seem unwilling to accept it or see it. Nothing new in a way that helps us.”. New and older B2B companies can develop a culture that continually looks inward versus outward. Missing critical insights on why buyers are seeking help to fulfill goals. Insights Tied To Sell More vs. Help More.

Organization 183

Organization B2B Buyer Personas Fulfillment 183

Tony Zambito

MARCH 12, 2017

B2B companies are faced with the most transformative era in business history. More so than in consumer oriented markets, B2B markets had a degree of predictability that companies often relied on. As companies become flat organizationally, we are seeing the rise of collaborative teams and units. Illustration by Gregory Cresnar.

Buyer Personas 251

Buyer Personas B2B Digital Transformation B2B Sales 251

Tony Zambito

MARCH 6, 2017

B2B companies may have to come to grips with the fact they are living in their own digital information bubble. GE, as an example, is turning into a technology software and digital company as its machinery in several markets are supported by a term GE coined – a “digital twin.” Both are needed and are interdependent to each other.

Digital Transformation 253

Digital Transformation Buyer Personas Lead Ranking B2B 253

Tony Zambito

JANUARY 11, 2022

That these approaches were not going to help us to understand how buyers were changing. I knew it then some twenty years ago with the first-ever buyer insights research and buyer persona development engagement with the Reed Elsevier portfolio of companies. Here we are twenty years later. Another tumultuous time of uncertainty.

Buyer Personas 262

Buyer Personas Cross-Selling Act-On Research 262

Tony Zambito

JANUARY 20, 2022

She lamented that she did not feel she got any new insights to help her. Nothing to help her to make informed major decisions she was faced with. Business leadership requires such skills to solve pressing problems and help achieve growth. To get the enterprise clicking in unison on best serving its buyers and customers. .

Buyer Personas 147

Buyer Personas Press Advertising Mediums Customer Surveys 147

Tony Zambito

OCTOBER 12, 2020

If B2B companies are not thinking about this, planning for this, and doing something about this – they will bound to be in big trouble. Here is how one interviewee from a mid-size B2B company put it: “We have seven people in our online department handling that part of the business.”. No longer can they wait with a long view.

Buyer Personas 310

Buyer Personas B2B Amazon Fulfillment 310

Tony Zambito

FEBRUARY 21, 2022

In other words, buyers can develop a mindset that the company they are interacting with can “talk a good game” but cannot deliver. Buyers want a consistent version of customer centricity and buyer strategies aimed at helping them. Experiencing such is quite another. Trust me, you don’t want to be at this place in a buyer’s mind.

Marketing & Strategy 210

Marketing & Strategy B2B Sales Gartner Touchpoints 210

Tony Zambito

DECEMBER 12, 2020

With several large high-tech companies to keep a Work From Home policy in place until at least 2022. According to Mental Health America, the number of people seeking help for anxiety and depression increased by a scary 93 percent from January 2020 to September 2020. Nor addressed by organizing company retreats to build morale.

Business 252

Business Thought Leadership Statistics Budget Programs 252

Tony Zambito

APRIL 26, 2021

On the other hand, the company thinks work from home means you are available 24/7. Such a perspective will help to open up a gateway towards truly understanding the buyer’s mindset. For example, here’s a perspective from an anonymous buyer: “It’s been kind of nuts. So, it’s hard to turn it off and get some space.”.

Buyer Personas 153

Buyer Personas Outreach Buy Studies 153

Tony Zambito

JUNE 8, 2020

This innovation has helped leading Fortune 100 companies gain a deeper understanding of their buyers resulting in improved customer strategies, customer experience, and revenue performance. In 2001, Tony established the first-ever buyer persona development methodology designed specifically for B2B Marketing and Sales.

Studies 162

Studies Buyer Personas Paid Search Agency Sample 162

Tony Zambito

FEBRUARY 15, 2022

I have seen several SaaS companies and startups get tripped up in this area. And deliver value by offering a pathway to help them resolve specific goals and problems. Buyer insights are not just handed over by buyers and customers. They are earned. Thinking access to insights is primarily data-driven.

B2B Marketing 147

B2B Marketing B2B Trust Marketing Marketing & Strategy 147

Tony Zambito

APRIL 28, 2021

All promising that they could help you “win” big if you only followed these programs. As companies look ahead to a post-pandemic recovery, gaining periscope-like insights into how the mindsets of their buyers have changed is a must. Marketing resorted to more brochures and direct mail. If only you were “motivated” more.

Buyer Personas 208

Buyer Personas Planning Interactive Marketing Network Marketing 208

Tony Zambito

MAY 6, 2020

Forward thinking companies will get ahead of this evolving development. Companies and organizations are either having an unintended spiked increase in business, sitting on the sidelines, retrenching to survive, or making contingency plans to reopen. To think that buyers will just go back to “normal” is unrealistic.

Contingency Planning 173

Contingency Planning Buyer Personas Consulting Buy 173

Tony Zambito

OCTOBER 3, 2018

Insight-selling places emphasis on sales reps delivering helpful insights to potential buyers. B2B companies can find themselves out of synch on the experience front if they fall behind on being able to provide an experience that customers are receiving from competitors or from other similar industries.

Enterprise Management 169

Enterprise Management B2B Thought Leadership Urgency Marketing Work Management 169

Tony Zambito

MAY 17, 2021

Here is how it sounds from an actual buyer interview with a VP, Marketing for a Global 1,000 company: “One of our big goals for this year is to increase our ABM function. Help them meet their challenges. We need to get more content in front of our target accounts. Get more responses if you will.”. Yes, an admirable goal.

Account Based Marketing 224

Account Based Marketing ABM Buyer Personas Intent Signal 224

Tony Zambito

MAY 4, 2020

Forward-thinking companies will get ahead of this evolving development. And, buyers will expect companies to share of AI data. I am offering 30-minute free consultations to help in learning how to use buyer insights for future planning. To think that buyers will just go back to “normal” is unrealistic.

Marketing AI 173

Marketing AI Buyer Personas Advertising Agencies Conference 173

Tony Zambito

MAY 23, 2017

Creating fragmented and non-cohesive marketing being performed as companies shift their efforts to the newest and latest approaches hyped. While many companies have engaged in one or all three critical areas, the struggle is in creating a cycle that informs. The New Marketing Planning Cycle. Understanding Decisions Is The Focal Point.

B2B Marketing 227

B2B Marketing Planning Buyer Personas B2B 227

Tony Zambito

OCTOBER 23, 2018

A question which businesses undergoing such efforts should answer, however, is: Will our transformation help us to align with customers and buyers? Data : Buyers are increasingly reliant on and building predictive data operations to help with their decision-making. is the right thing to do. Many will answer yes.

Digital Transformation 184

Digital Transformation Buyer Personas Work Management Marketing Management 184

Tony Zambito

SEPTEMBER 28, 2016

Without such understanding, marketers are lacking the insights needed to help customers and buyers make progress. Unless you can help people and teams of people to believe, perceive, and feel like they are making progress towards achieving goals, then all the buyer journey mapping in the world will not help you.

Buyer Personas 100

Buyer Personas Buyer's Journey Case Studies Buy 100

Tony Zambito

OCTOBER 27, 2018

If B2B companies are not thinking about this, planning for this, and doing something about this – they will bound to be in big trouble. A result of more and more B2B companies trying to improve their customer experience capabilities. Putting pressure on B2B Executives to transform their businesses.

B2B 165

B2B Amazon Buyer Personas Fulfillment 165

Tony Zambito

OCTOBER 7, 2018

To gain meaning and to help predict. Deeper insights that help us to understand buyers and customers, come from human interactions. Tribal knowledge is the often unwritten, unspoken, and unarticulated knowledge that exists in companies, fields, and industries. While the difference may seem subtle, they are enormous.

Marketing AI 187

Marketing AI Peer-to-peer Buyer Personas Segmentation 187

Tony Zambito

NOVEMBER 8, 2015

How new buyers and repeat customers are interacting with organizations today is putting many companies on the spot to adapt. Companies can be lulled into a false belief that their customers preferred way of interacting has not changed much. Towing a company line of “our customers have always done it this way” mentality.

Buy 100

Buy Buyer Personas Acquisitions Correlation 100

Tony Zambito

DECEMBER 20, 2015

Findings also found that 70% of companies who missed their revenue goals did not conduct qualitative research for their personas. Another highlight for companies exceeding revenue goals is those who also focused on buyer fears and challenges in addition to drivers and motivators. Will you help? Yet, we still have miles to go.

Buyer Personas 100

Buyer Personas Research Studies Demand Generation Agencies 100

Tony Zambito

NOVEMBER 22, 2015

Companies today will need to develop an integrated view of customer research. At the same time, incorporating the use of analytics wisely to help stay abreast of customer behavioral trends. What follows is s short video clip featuring David Edelman of McKinsey and Company. 3 – Customer Ecosystem.

Buyer Personas 100

Buyer Personas Lead Ranking Buy Research 100

Tony Zambito

JULY 17, 2016

Primarily, it helps with making sense of the tasks and activities buyers perform. I spoke recently with a CMO from a high tech company and here was his perspective on this: “We recently spent a lot of time on developing a buyer’s journey view of our customers. Yes, we used the help of a third-party firm. Tasks Versus Goals.

Intent 100

Intent Buyer Personas CMO Work Management 100

Tony Zambito

SEPTEMBER 6, 2016

If you are a CMO or a marketer and you find yourself having a sudden realization that perhaps you are not quite sure of the differences, you will be in a lot of good company. Oftentimes, companies can lose sight of who exactly are their customers from a segmentation viewpoint. And, it can help gauge the size of a market opportunity.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles Segmentation Profiling 100

Tony Zambito

FEBRUARY 28, 2018

Creating fragmented and non-cohesive marketing being performed as companies shift their efforts to the newest and latest approaches hyped. While many companies have engaged in one or all three critical areas, the struggle is in creating a cycle that informs. The New Marketing Planning Cycle. Understanding Decisions Is The Focal Point.

B2B Marketing 113

B2B Marketing Planning Buyer Personas B2B 113

Tony Zambito

OCTOBER 26, 2015

These three pressing concerns are causing CEOs and CMOs to reevaluate how to understand their buyers and their abilities to help buyers achieve their goals. Resulting in a 3D view of buyers, which can help inform strategies related to each. CEOs and their organizations are finding it hard to keep pace with new digital technologies.

Buyer Personas 100

Buyer Personas B2B Paid Search Agency Ideal Customer Profiles 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. And, let’s not forget that B2B companies believe they may have 3-4 unique buyer personas. They also believed there should be 3 to 4 types of content for each stage. Stopping Waste.

Buyer Personas 100

Buyer Personas B2B Content B2B Sales 100

Tony Zambito

NOVEMBER 1, 2015

In companies that have historically been a sales-driven culture, communicating the need to attain a deeper understanding of buyers via buyer persona development can be an arduous task. We are reaching a point in time, however, where users, buyers, and customers desire B2B companies to be relevant to their goals and future.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles B2B Marketing Paid Search Agency 100

Tony Zambito

AUGUST 8, 2011

.  In recent ethnographic studies I've conducted, where I am talking with B2B purchasers and decision-makers, I am witnessing conversationally the new threshold of what we may call a company’s Social Engagement Index.  to advance its’ relationship with their buyers.    Follow @TonyZambito.

Buyer Personas 100

Buyer Personas Wikipedia Buy B2B 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. . Darren Pleasance, a Principal with McKinsey & Company, recently covered this topic in an excellent article entitled, Serious about SMB experience?

SMB 100

SMB Advertising Channels Enterprise Management Work Management 100

Tony Zambito

DECEMBER 13, 2015

Obtaining such viewpoints are very helpful. They can help lay a foundation of how organizations and people will consider decisions. Buyer research intended for buyer personas specifically is designed to help organizations develop deep customer understanding at the underlying layer – the deeper second layer of behaviors and influence.

Buyer Personas 100

Buyer Personas Lead Ranking B2B Sales Research 100

Tony Zambito

JANUARY 25, 2012

Meeting this challenge successfully is the essential lifeblood of survival for many B2B companies. They provide the critical view of market segments and the companies that fall within those markets. These reports, often analyst generated, help to shape strategic vision and enable both short-term and long-term planning.

Buyer Personas 100

Buyer Personas B2B Allocation Peer-to-peer 100