Tony Zambito

MAY 17, 2010

Similarly, the world of B2B Marketing and Content Marketing must contend with parity.    Businesses continue to be in receipt of multiple waves of marketing messaging, email marketing, demand generation, pay per click, and many new forms of social networking oriented content. 

Buyer Personas 100

Buyer Personas B2B Marketing B2B Content 100

Tony Zambito

NOVEMBER 10, 2011

Buyer Trend: Overwhelmed By Content. During the past two years, we’ve seen a significant rise in focus on content and how content is the new marketing.    While some may debate that content marketing is messaging in new clothing, it is now a competency that marketing executives need to assure getting right. 

Trends 100

Trends Content Wikipedia Custom Publishing 100

Tony Zambito

MAY 8, 2011

  From a business culture perspective, we are seeing a recently introduced new domain of content marketing born out of changes in technology and buyer behaviors as well as the area of sales enablement attempting to make selling performance more efficient.    Sometimes I wonder though if the two areas ever talk to each other. 

Buyer Personas 100

Buyer Personas Content Marketing Content Buying Cycle 100

Tony Zambito

OCTOBER 4, 2015

As digital interactions and media become more intertwined into everyday life, marketers need to respond. Respond with content and media that fits into the new world of digital commerce. Yet, as CMOs invest and allocate more to content and digital media, the returns are not occurring as hoped.

Direct Marketing 100

Direct Marketing Buyer Personas Allocation Ideal Customer Profiles 100

Tony Zambito

SEPTEMBER 1, 2011

.  Simply stated, B2B buyers are learning at an increasing rate how to decipher meaningful, relevant, intelligent, and engaging content from the fire hose that is now marketed to them.    Closely correlated to social media fatigue, B2B buyers are looking for a garden hose and not a fire hose. . 

Wikipedia 100

Wikipedia Correlation Social Media B2B Sales 100

Tony Zambito

OCTOBER 23, 2016

The primary course of conversation in the past few years for CMO’s and their marketing teams has centered around customer centricity, customer experience, and content marketing. We have also seen organizations struggle with how best to adapt to new market dynamics related to customer behaviors and the role of content in reaching customers.

Enterprise Management 100

Enterprise Management Marketing Strategy Marketing & Strategy Work Management 100

Tony Zambito

SEPTEMBER 27, 2015

Thus, the importance of overall brand experience has surged and creating the need for branded content and media throughout the entire customer lifecycle. Allocating more budget related to content and other marketing media to the later stages of the consumer or buyer’s journey. Related articles.

Allocation 100

Allocation Buyer Personas CMO Press 100

Tony Zambito

AUGUST 31, 2011

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.    Brian notes that organizations today must learn to listen with social media and consumers want to be heard. 

Social Media 100

Social Media Amazon Social Networks Paid Search Agency 100

Tony Zambito

MAY 13, 2011

  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.    The report questions the perception versus the reality about social media.

Buyer Personas 100

Buyer Personas WOM B2B Paid Search Agency 100

Tony Zambito

JULY 24, 2011

  We know from such sources as Basesone’s Buyersphere Report what B2B buyers are doing respective to the use of social media and the Internet as they ultimately make purchase decisions.  " Content Marketing: “The term, content marketing, I am seeing here and there.    Not sure I get it. 

Peer-to-peer 100

Peer-to-peer Buyer Personas Allocation Social Networks 100

Tony Zambito

JULY 18, 2011

From Content Presentation to Social Interaction. The idea of using content to create CTA’s (Call-to-Action) is not necessarily a new idea.    The term “content marketing” is gaining a foothold due to the explosion of new media channels resulting from the Internet and the Social Age. 

Buyer Personas 100

Buyer Personas Lead Ranking Ideal Customer Profiles Opt-out 100

Tony Zambito

MARCH 28, 2011

.  Consumers surveyed further showed that they put more trust into what their friends and colleagues shared than in advertisements or content. What I found most interesting is that a whopping 83% trusted independent sources with which they had a personal relationship over advertising or content.    Related articles.

Studies 100

Studies Spending Social Media Amazon 100

Tony Zambito

JUNE 26, 2011

  Companies are looking to social media and other means such as content marketing to fit into their existing structure and business operations.    One only has to look at the newspaper and print media industries to understand that digital media is drastically affecting business models in these industries. 

Business 100

Business B2B Demand Generation Agencies Wikipedia 100

Tony Zambito

OCTOBER 14, 2018

The journey concept has spurred a mountain of marketing advice-oriented content related to stages and time. For example, how many articles have there been about “aligning content to the stages of the buyer’s journey” in the last few years? An image of someone with a backpack going hiking seems to be one that is used often.

Marketing AI 174

Marketing AI Buyer Personas Top of Funnel Digital Marketing Funnels 174

Tony Zambito

JANUARY 29, 2017

For example, in recent works with Reuters, we uncovered a human insight related to how people responded to and developed worldviews as a result of connected experiences across print, digital, TV, and public media. Enabling broadcast and digital media to reshape their news towards a connected experience. 2 – Rapid Crowd Insights.

Digital Transformation 100

Digital Transformation Buyer Personas Ideal Customer Profiles B2B Thought Leadership 100

Tony Zambito

AUGUST 17, 2011

.  As the social age evolves and advances, so does the social buyer’s savvy discrimination for real knowledge versus content in general.    There has been much attention paid to content marketing and content strategy recently as a form of new media marketing. 

Social Networks 100

Social Networks Buy Interactive Marketing Social Marketing 100

Tony Zambito

MARCH 13, 2011

  Advancements in technology and digital media coming in waves causing organizations to be caught unaware of the impact the totality of these waves have had on their businesses.  New media adoption : for some B2B markets, adopting new forms of digital media that enable buyers to engage and find you is proving to be disruptive. 

B2B Sales 100

B2B Sales Paid Search Agency Barriers Work Management 100

Tony Zambito

OCTOBER 25, 2010

  Many of today’s modern movements related to experience design, social media, and digital engagement have in their DNA at least a molecule of interactionist theory.    Brian Solis , a thought leader on social media and author of Engage! ,

Design 100

Design Buyer Personas B2B Thought Leadership Multi-Channel 100

Tony Zambito

MAY 26, 2010

.  The route the digital buyer persona takes today towards making a purchasing decision is a myriad of new paths along the journey brought on by traditional, digital, and social media avenues.    There are plenty of paths that are formulating as a result of digital and social media technology. 

Buyer's Journey 100

Buyer's Journey Buyer Personas Wikipedia Social Media 100

Tony Zambito

DECEMBER 12, 2010

Subject Matter Expertise : As buyers work on initiatives or respond to triggers , offering subject matter expertise by way of content is critical to engaging buyers early in the buyer experience journey. 

B2B Sales 100

B2B Sales Buyer Personas Multi-Channel B2B 100

Tony Zambito

APRIL 28, 2010

  The company implemented a unique content and subject matter expertise strategy that met buyer’s need for information and resources available at their fingertips.    This early adoption of content marketing turned the tide and they saw revenues regained and grow. 

Buyer Personas 100

Buyer Personas Rules Wikipedia Social Media 100

Tony Zambito

MAY 16, 2010

.  What we are seeing is the application, through a goal-centered buyer persona approach over the last eight years, of gaining insight into buyer’s goal orientation to determine customer strategies related to B2B marketing, content marketing, demand generation, and innovation.

Buyer Personas 100

Buyer Personas Demand Generation Agencies Social Media Correlation 100

Tony Zambito

SEPTEMBER 8, 2010

  Compounding these challenges is the rapid transformation underway in the buyer-seller relationship brought on by the advent of digital marketing and social media technology.    New technologies associated with mobile, digital, and social media is causing resurgence in customer experience thinking today. 

Buyer Personas 100

Buyer Personas Buying Cycle B2B Lead Ranking 100

Tony Zambito

NOVEMBER 1, 2010

  The recent advances in technologies related to the Internet, interactive digital media, and social media represent the coalescing “tipping point” that is shifting buyers to have expectations for improved experiential opportunities that have not existed before. 

Design 100

Design Buyer Personas B2B Thought Leadership Lead Ranking 100

Tony Zambito

APRIL 2, 2011

Buzz about Competitor: at one time, the company name was the entire buzz in the media.    Your competitors have become the new media darlings and the buzz of your buyers. Social Media Confusion : the company seems lost on what to do about social networking and that new “thing” called social media. 

Buyer Personas 100

Buyer Personas Trade Show Buzz Social Networks 100

Tony Zambito

OCTOBER 27, 2010

One of the macro trends Lauren highlights is that buyers want content of real value.    Closely related to this trend is another, that buyers will not answer the phone.    Notably, this trend is changing the expectations buyers have of what is considered to be the ideal “buyer experience” they wish to encounter. 

Trends 100

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

Tony Zambito

DECEMBER 19, 2010

  In addition, I love the numerous amount of content available by some really great writers that shape your thinking or spur further thoughts.    I like the term digital age because it is a way of including all things such as social media, mobile, digital marketing, and even the iPad!  write a comment…….write

Top of Funnel 100

Top of Funnel Trends Conversion Buyer Personas 100

Tony Zambito

SEPTEMBER 22, 2010

   Perplexing executives as well is the rapid infusion of digital and social media that buyers are engaging with at an increasing rate yet with no clear discerning picture of what the future holds.    Viewing what each function is capable of in isolation and missing the harmonizing around the buyer experience. 

Top of Funnel 100

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

Tony Zambito

SEPTEMBER 27, 2011

  This is an area of improvement for the evolving areas of content strategy and content marketing.    Just as social media fatigue may be setting in, I am beginning to see signs of content fatigue also.    Another old adage applies here: make sure your house is in order before you move on.

Peer-to-peer 100

Peer-to-peer Loyalty Correlation Pricing 100

Tony Zambito

MAY 18, 2011

  We are seeing the births of new technologies and processes, such as content marketing, inbound marketing, marketing automation, and social media technologies attempting to address the voids created as B2B businesses shift their own buying processes and cycles.    Obviously, content marketing comes to mind here. 

Peer-to-peer 100

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

Tony Zambito

APRIL 10, 2011

  Most of what we’ve witnessed in the past few years has been related to the impact of social media and networking technologies.    What we’ve seen most prominently is the side of training on social media technologies and how to use these for social selling. 

Buyer Personas 100

Buyer Personas Organization Buying Cycle Buyer's Journey 100

Tony Zambito

MARCH 23, 2011

  Media Integration : buyers today are responding well to organizations that create a compelling buying experience through integrating various types of media into an overall content strategy. 

Peer-to-peer 100

Peer-to-peer Network Marketing Buy Education 100

Tony Zambito

MARCH 24, 2011

  These teams capable of designing buyer experiences that is inclusive of identifying the right mix of media, content, conversation, and procurement. The Design of Content Marketing. Informing Content Strategy with Buyer Persona Development. The third intersection is innovation.    Related articles. . 

Buyer Personas 100

Buyer Personas Fulfillment Design B2B Sales 100

Tony Zambito

NOVEMBER 21, 2010

  We have new variables that were hard to fathom a few short years ago, such as social media and networking, that are directly impacting buyer behavior.  Analysis : content mapped to the researching patterns of buyers during the buyer experience journey creates an environment that enables buyers to perform analysis.

Top of Funnel 100

Top of Funnel AIDA Buyer Personas Terms and Conditions 100

Tony Zambito

MAY 22, 2011

  This welcoming very much opposed to what is fast becoming a worrisome fire hose of non-insight based content and 140 characters messaging inundating social buyers.    These include webnography , digital ethnography , virtual ethnography , and others related directly to social media and social networking. 

Research 100

Research Buyer Personas Multi-Channel Validation 100

Tony Zambito

DECEMBER 5, 2010

This increases the imperative on marketing to provide rich dynamic content in flexible forms that is oriented to the buyer's perspective yet allows for sales to "co-create" content with buyers that support solution "co-creation" as well.   Trend 7: The year of the buyer.

Trends 100

Trends Buyer Personas AIDA Buyer's Journey 100

Tony Zambito

OCTOBER 18, 2010

  Insights into initiatives and the planning process can yield monumental clues for content marketers on how to map to the buyer’s mindset during this phase.   This no doubt causes challenging assignments for digital and content marketers.    Initiatives are often accompanied by buying strategies and policies. 

Buyer Personas 100

Buyer Personas Buyer's Journey Allocation Trigger Marketing 100