Tony Zambito

DECEMBER 20, 2020

A key buyer insight coming out of the pandemic is B2B buyers are experiencing content fatigue. Who as a group, are undergoing the greatest barrage of content since the digitization of content began. With many B2B organizations tethered to activity-based metrics, the response is – you guessed it – more content marketing activity.

Account Based Marketing 273

Account Based Marketing Buyer Personas B2B Content 273

Tony Zambito

OCTOBER 18, 2015

The concept of breaking down a potential market or industry into smaller target segments is a standard technique taught in business schools and used by many organizations. Including many of the same attributes or factors sales was categorizing in the 1990’s related to buying criteria and “targeting” buyers. by Evan Shuster.

Ideal Customer Profiles 100

Ideal Customer Profiles Profiling Buyer Personas Marketing Management 100

Tony Zambito

OCTOBER 4, 2015

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. Various studies have shown buyers continue to find as much as 60-to-75% of content to be non-relevant. Understanding The Problem.

Direct Marketing 100

Direct Marketing Buyer Personas Allocation Ideal Customer Profiles 100

Tony Zambito

SEPTEMBER 6, 2016

Where views on which segments best represent ideal target customers can become muddied over a decade or more. Obviously, you would not identify a segment group of personal fitness trainers to target. Where customer segmentation can get tricky is when there are relevant sub-groups of segments. Professions. Firmographics.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles Segmentation Profiling 100

Tony Zambito

MAY 11, 2011

  Usually a component of this effort is the target role and title you’ve got neatly pegged into a sales automation or CRM application.    The target buyer title identified and department most likely shifting in a timeframe of six months or less in some cases.    Let me end with an illustration. 

Buyer Personas 100

Buyer Personas Segmentation Buy Work Management 100

Tony Zambito

MAY 12, 2011

Without question, while B2B Marketing is focused on developing its new prominence in the early stages of the buying cycle via content strategy and content marketing, B2B Sales is caught flat-footed on how to adapt to changing buyer behaviors.  Image via Wikipedia.   This can be done on two levels. 

Buyer Personas 100

Buyer Personas B2B Sales B2B Buying Cycle 100

Tony Zambito

JANUARY 29, 2017

In one case of working with an international supply chain platform, we learned that how the brand was framing a narrative in their content and conversations actually resulted in an unintentional negative view of the brand. This human insight prompted a shift in content towards a narrative that mirrored their customer’s goal-based intentions.

Digital Transformation 100

Digital Transformation Buyer Personas Ideal Customer Profiles B2B Thought Leadership 100

Tony Zambito

DECEMBER 5, 2010

Problem-solving, assessment, and contextual solution creation relevant to buyer initiatives and triggers will become necessary requirements. Companies will begin to invest more heavily in attaining buyer and market insight that reveal buyer goals, target buyer personas, and mapping of buyer journeys. 

Trends 100

Trends Buyer Personas AIDA Buyer's Journey 100

Tony Zambito

MARCH 22, 2010

  The investigative process of identifying target buyer personas can illuminate how an organization can best play in the market.   Determining how to win has strategy relevance to pricing, selling structure, content marketing, and etc. Just getting to the playing field oftentimes is not sufficient in of itself.

Buyer Personas 100

Buyer Personas Planning Segmentation Case Studies 100

Tony Zambito

SEPTEMBER 22, 2010

.  Buyer personas, if constructed in the framework of profiles only, fall far short of their potential for executives to utilize as a resource for understanding who their target buyers truly are and for using buyer personas as an executive communications tool to harmonize the organization around buyer experience. 

Top of Funnel 100

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

Tony Zambito

FEBRUARY 15, 2010

  Target marketing and the advances in the selling professions such as Consultative Selling, Conceptual Selling, LAMP, Key Account Selling, and the many more have all included an element of profiling your target customer. What professional magazines do they read? · Who do they support? What motivates them?

Buyer Personas 100

Buyer Personas Ideal Customer Profiles Profiling Lead Ranking 100

Tony Zambito

MAY 20, 2012

Some organizations have come to misunderstand buyer personas as a tool only for messaging and content marketing. 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. Is Your Organization Likeable?

Buyer Personas 100

Buyer Personas Lead Ranking Demand Generation Agencies Ideal Customer Profiles 100

Tony Zambito

APRIL 7, 2010

  Demands for sales force automation, marketing automation, social media platforms, content marketing platforms, lead generation programs, and much more presented with business case studies that appeal to the analytical side of business logic. The temptation is enormous.   Adapt Strategies to Your Market. .

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Buyer Personas Marketing Strategy 100