Tony Zambito

DECEMBER 23, 2020

There will be a flurry of pent-up demand companies will seek to fulfill at the start of 2022. The questioning will lead to advances in new forms of buyer-sales interactions and roles in commerce. To recover and rebound, companies will need to continuously monitor buyer behavior changes. . Marketing Will Face Buyer Backlash.

Marketing AI 235

Marketing AI Account Based Marketing Fulfillment Interactive Marketing 235

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 5, 2017

Whereby companies were beginning to feel the effect of attempts to grow through content without first attending to the heart of the matter: designing digital interactions, environments, and systems. Yet, many companies have not devoted resources to developing digital environments that foster interactions or interactive digital experiences.

Digital Transformation 50

Digital Transformation Buyer Personas Broadcasting Leads 50

Tony Zambito

NOVEMBER 18, 2020

Let us take a look at seven areas of buyer insights that can help lead to unshakable loyalty: Community. Stories help buyers connect with the value that companies can bring to their situations. Buyer insights can help B2B companies to know how they can help buyers to navigate their own internal journeys. Innovations.

Loyalty 195

Loyalty Lead Scoring Lead Ranking B2B Sales 195

Tony Zambito

JANUARY 21, 2022

The balancing of these two forms of information and intelligence processing can lead to human-centered insights. For companies today, whether B2C or B2B, acting upon human-centered insights about their buyers and customers is truly a matter of survival. . Data-centric intelligence requires input from data.

Marketing AI 204

Marketing AI Buyer Personas Marketing & Strategy Act-On 204

Tony Zambito

DECEMBER 12, 2020

With several large high-tech companies to keep a Work From Home policy in place until at least 2022. Working professionals who may have already been dealing with mild to moderate anxiety and depression are most susceptible to the slow slide leading to severe symptoms. Nor addressed by organizing company retreats to build morale.

Business 252

Business Thought Leadership Statistics Budget Programs 252

Tony Zambito

JANUARY 14, 2022

It is evident now that inflation will affect many parts of the economy, and this will lead to a longer period of inflationary pressures. The pandemic has put such companies in the middle nowhere land. We have seen this story before. Inflation is positioned as a temporary even short-term event. On four major fronts.

Buyer Personas 234

Buyer Personas Startups Planning Positioning 234

Tony Zambito

MAY 19, 2021

For instance, many companies are still wedded to old funnel thinking first presented by Elmo Lewis over a century ago! It is assumptions about the buying journey, I believe, that lead to a number of issues causing angst to sales and marketing leaders.

Differentiation 244

Differentiation Top of Funnel Buy Buyer Personas 244

Tony Zambito

APRIL 30, 2021

We have heard the terms “organizational DNA” or “company DNA” often in attempts to articulate what an organization’s culture may be like. Companies who place value on gathering buyer insights to help inform how to attract, help, and retain buyers are establishing how their company is hard wired towards the buyer.

Buyer Personas 176

Buyer Personas B2B Sales Organic Leads Profiling 176

Tony Zambito

JUNE 8, 2020

Tony is the founder and leading authority in buyer personas and buyer insights. 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. About Tony Zambito.

Studies 162

Studies Buyer Personas Paid Search Agency Sample 162

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

MARCH 2, 2022

An important insight is many corporations lead with Environmental when talking about ESG. As of this writing, we are beginning to see some oil companies begin to respond. Additionally, we have seen major tech companies, like Apple, ban the sale of their products to and within Russia.

Order 147

Order Business Planning Demand 147

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

DECEMBER 6, 2020

New and older B2B companies can develop a culture that continually looks inward versus outward. When wrong methods are used, little to no buyer insights are discovered leading to strategic growth opportunities. Causing companies to miss out on the greater sum of two insights capabilities combined. Why can this happen?

Organization 183

Organization B2B Buyer Personas Fulfillment 183

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

MAY 4, 2020

Forward-thinking companies will get ahead of this evolving development. as a major source of leads will have to figure out a new avenue. And, buyers will expect companies to share of AI data. New goals, thinking, situations, and more will begin to emerge over the next few months and years. Insight Needs Will Accelerate.

Marketing AI 173

Marketing AI Buyer Personas Advertising Agencies Conference 173

Tony Zambito

JANUARY 29, 2017

Leaving many companies and marketing organizations with an incorrect view of their customers. One that leads to organic growth in existing and new markets. For companies undergoing a digital transformation, new digital market development is truly a strategic necessity. And, why it necessitates a rethinking.

Digital Transformation 100

Digital Transformation Buyer Personas Ideal Customer Profiles B2B Thought Leadership 100

Tony Zambito

OCTOBER 3, 2018

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. Leaving companies little chance to catch up and recover. Buyers and Customers Are Armed With Data and Analytics.

Enterprise Management 169

Enterprise Management B2B Thought Leadership Urgency Marketing Work Management 169

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. Documentation Leads To Effectiveness.

Buyer Personas 100

Buyer Personas Research Studies Demand Generation Agencies 100

Tony Zambito

MARCH 6, 2016

In my years since launching Buyer Persona Research , the most successful companies utilizing buyer personas have made it about the latter – not the former. If this were truly the case, then for most B2B companies’ information and content marketing would be a slam dunk. Leads To Mistaken Customer Understanding.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles B2B B2B Sales 100

Tony Zambito

MAY 4, 2011

  They have helped companies to gain insights into market opportunities, find out why challenges exists, depict buying processes, and how to map critical sales and marketing strategies to the goals of buyers.  The Importance of Buyer Personas to Lead-to-Revenue Management.   This tenet has not changed one iota. 

Buyer Personas 100

Buyer Personas Research Ideal Customer Profiles Demand Generation Agencies 100

Tony Zambito

JULY 17, 2016

Leading to more effective online engagement, content design, and sales conversations. 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. One company focused on transformation successfully has been GE.

Intent 100

Intent Buyer Personas CMO Work Management 100

Tony Zambito

NOVEMBER 22, 2015

Companies today will need to develop an integrated view of customer research. Each having distinct types of goals and goal-directed behaviors companies must address as they relate to innovation, marketing, sales, and customer experience. What follows is s short video clip featuring David Edelman of McKinsey and Company.

Buyer Personas 100

Buyer Personas Lead Ranking Buy Research 100

Tony Zambito

FEBRUARY 28, 2016

My interaction with buyers, via hundreds of B2B buyer interviews in multiple industries, leads me to believe this outcome is a correlation as opposed to a paradox. It is neat, suggests easy ways to align or adapt content, and leads people to believe they understand the buyer’s trip to a purchase. I am not sure it is a paradox.

Buyer Personas 100

Buyer Personas B2B Content B2B Sales 100

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

MAY 23, 2010

   Organizations today in their pursuit to get more leads, grow more revenue, and close more deals can lose sight of the fundamental process of listening to customers and being attentive to nuance changes in their goals.    Consistency in listening to customers and determining their goals is the hallmark of excellence.

Buyer Personas 100

Buyer Personas Wikipedia Ideal Customer Profiles Social Media 100

Tony Zambito

SEPTEMBER 20, 2010

  Leading their organization like an orchestra to understand how, in perfect harmony, they can create the sweeping composition that rivets the attention of buyers.    Creating a new way of thinking that transforms the company that is in harmony with its buyers. .    One company who understood this is HP. 

Top of Funnel 100

Top of Funnel Buyer Personas Buyer's Journey Digital Marketing Funnels 100

Tony Zambito

JANUARY 30, 2011

  Over the years, I have been involved in theatre as a performer as well as a board member for a theatre company.    As I see it, audience development does not equate one-to-one with such efforts related to relationship marketing, selling approaches, lead generation, and other similar tactical means. 

Social Media 100

Social Media Social Marketing Buyer Personas Planning 100

Tony Zambito

JANUARY 25, 2010

When designing a product or service, gaining insight and leveraging these types of goals can lead to a well designed product.   In it of themselves, just focusing on these goals will not lead to the disruptive edge sought when creating buyer personas.   As noted in Buyer Persona 2.0-Part

Buyer Personas 100

Buyer Personas Lead Ranking Customer Satisfaction Correlation 100

Tony Zambito

OCTOBER 23, 2016

Digital) Interactive Behaviors : How people interact with companies, organizations, and with each other is undergoing a digital revolution. Leading to more consumers getting their entertainment media from Netflix and watching on iPhones or iPads instead of TVs. And, introducing elements of emotions and experience tied to active usage.

Enterprise Management 100

Enterprise Management Marketing Strategy Marketing & Strategy Work Management 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

MAY 5, 2011

  In essence, this transformation is creating a mandate for B2B companies to adjust their approach to marketing and sales accordingly.    The social experience is a new way of bringing the 1-to-1 customized approach to each potential opportunity and lead nurturing situation. 

Buy 100

Buy Buyer Personas B2B Lock-In 100

Tony Zambito

SEPTEMBER 22, 2010

  Leading their organization like an orchestra to understand how, in perfect harmony, they can create the sweeping composition that rivets the attention of buyers.    Creating a new way of thinking that transforms the company that is in harmony with its buyers. .  Buyer Insight.

Top of Funnel 100

Top of Funnel Buyer Personas Marketing Automation Services Buyer's Journey 100

Tony Zambito

NOVEMBER 15, 2010

  One organization leading the way is eBay.    When Meg Whitman left eBay in March of 2008, the company was coming under harsh criticism, mostly from sellers, for the deteriorating buying experiences buyers encountered.    It is very possible we may be having the wrong debate.

Buyer Personas 100

Buyer Personas Paid Search Agency Buying Cycle Lead Ranking 100

Tony Zambito

SEPTEMBER 28, 2010

  This disruptive event meant that the numbers companies collected could hardly be used for predictable strategy planning.  .  As many executives have found out in the rapidly changing business climate, relying solely on the quantifiable can have severe shortcomings and predictability can be – well less predictable. 

Buyer Personas 100

Buyer Personas Enterprise Management Marketing Automation Services Social Media 100

Tony Zambito

NOVEMBER 10, 2011

  At the same time, we have seen companies who have done admirable innovation of truly unique experiences that cut across an entire organization’s functions.    What C-Suite leaders can do is begin to shift the focus from purely on content creation and lead the organization to see the context of the end game. 

Trends 100

Trends Content Wikipedia Custom Publishing 100

Tony Zambito

MARCH 16, 2010

a privately held strategy consulting firm and the leading experts on Buyer Insights and Buyer Persona Development since 2002, announced the introduction of their Buyer Persona Strategy Playbooks Series. Goal Centric is a privately held company based in New York, New York and Menlo Park, California. About Goal Centric.

Buyer Personas 100

Buyer Personas Marketing & Strategy Enterprise Management Buying Cycle 100