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

APRIL 27, 2011

.  What is new is that story telling is beginning to gain acceptance as a planning tool for strategies focused on buyer experience interactions and understanding the social buyer persona.    As a result, the demand as well as requirements for traditional and social interaction is increasing on the part of buyers. 

Buyer Personas 100

Buyer Personas Storytelling Touchpoints Interactive Marketing 100

Tony Zambito

JUNE 26, 2011

In the B2B world, the emergence of the Social Buyer is causing organizations to search for better ways to reach its’ base of buyers.    What we do know is that B2B buyers are demanding more social experiences in their buying processes.   Image via Wikipedia. New Business Models.

Business 100

Business B2B Demand Generation Agencies Wikipedia 100

Tony Zambito

SEPTEMBER 19, 2016

Even more compelling is the greater influence of mobile and digital social platforms on reducing attention span and creating filtering behaviors in purchases. The digital transformation is causing many CMOs today to reevaluate exactly what content marketing may mean to their overall marketing strategy. Context Connects.

Buyer Personas 0

Buyer Personas Planning Paid Search Agency Content 0

Tony Zambito

JULY 6, 2011

.  Just as personas needed to change from a process aimed squarely at software design to incorporate the Web, buyer personas as a process must now undergo reinvention to be applicable to the Social Age.    The latest trendy term of content marketing has even resulted in buyer personas being characterized as content profiles. 

Buyer Personas 100

Buyer Personas Peer-to-peer Ideal Customer Profiles Psychographics 100

Tony Zambito

JUNE 13, 2011

This is the fourth and last installment of my initial reflection on Social Buyerology.    The first article, Social Buyerology: Understanding Buyers in the Social Age reflected on the need for a new science of examining buyers in the social age.    Organic. .    Organic.

Buyer Personas 100

Buyer Personas Peer-to-peer Planning Viral Marketing 100

Tony Zambito

APRIL 17, 2011

One of the major outcomes of the recent advances in the social age is the resurgence of contextually-based persona development and its’ role in helping to inform as well as shape strategy.  The first definition points to reaching an understanding of the behavioral framework that surrounds the new social buyer persona. 

Buyer Personas 100

Buyer Personas Buying Cycle Buyer's Journey Demand Generation Agencies 100

Tony Zambito

AUGUST 2, 2011

.  In part 1 through part 3 I focused primarily on misconceptions, what needed to change, and why changes must take place in buyer persona development in the social age.    In part 4, I would like to center on the role needed in organizations for buyer persona development to adapt to social business.

Buyer Personas 100

Buyer Personas Viral Marketing Ideal Customer Profiles B2B Sales 100

Tony Zambito

JULY 10, 2011

.  In part 2, I would like to offer perspectives on why the practice and process of buyer personas, as we’ve known them for the past decade, must undergo significant change to be relevant in the social age.    In today’s social age, this is no longer true.  The Connected Buyer.

Buyer Personas 100

Buyer Personas Top of Funnel Peer-to-peer Marketing Funnels 100

Tony Zambito

APRIL 10, 2011

As we continue to experience the evolution of the social age, one thing we can be sure about is the march of progression will pick up its’ steady beat.    The new social buyer is an outcome of this evolution and it has forever changed the dynamics of the seller and buyer relationship. . 

Buyer Personas 100

Buyer Personas Organization Buying Cycle Buyer's Journey 100

Tony Zambito

NOVEMBER 28, 2010

This past year we’ve witness a meteoric explosion of social media, social business, and many other peripheral digital communications channels.    Without question, social media has dominated the business news in terms of conventional media channels as well as digital media channels.  

Social Media 100

Social Media Peer-to-peer Buy Media 100

Tony Zambito

DECEMBER 2, 2011

  Let’s recap the significant buyer trends noted so far in this series: Buyers are overwhelmed with content and desire experiences. This article looks at how buyers are seeking to further their intelligence on challenges and goal achievement and how organizations can model intelligence seeking versus content mapping. 

Trends 100

Trends Buyer Personas Lead Ranking Content 100

Tony Zambito

MAY 5, 2010

This is being driven by the need to engage at an individual level, create more content relevance, and leverage a new world of crowd-sourcing Internet communities, omnipresent connectivity, and pervasive mobile device ownership.”.   This year we’ve seen the advent of social media analytics beginning to surface. 

Social Media 100

Social Media Buyer Personas Media Marketing Automation Services 100

Tony Zambito

MAY 8, 2011

  This is despite recent entrance of social technology enabled systems and processes all professing to be the cure that remedies this debate.     Marketing becoming the home for content strategy and sales enablement finding its’ home in sales.  Image via Wikipedia.   What’s going on? . 

Buyer Personas 100

Buyer Personas Content Marketing Content Buying Cycle 100

Tony Zambito

AUGUST 3, 2011

This is the fifth and final part of a series of reflective articles on the future of buyer personas in the social age.    Leading up to this final part, part 1 through 4, I covered some of the misconceptions, impact of the social age, what changes were needed, and the establishing of a new role and framework. 

Buyer Personas 100

Buyer Personas Organization Viral Marketing Ideal Customer Profiles 100

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

FEBRUARY 14, 2011

Content marketing has become more and more part of the planning dialogue for organizations as the digital age continues to mature.    The concept of content marketing recognizes the growing importance of content to move buyers and consumers towards an action such as a decision, purchase, subscription, and enrollment. 

Design 100

Design Content Marketing Planning Buyer Personas 100

Tony Zambito

OCTOBER 12, 2020

Many customer experience efforts by B2B organizations have content marketing as a cornerstone for such initiatives. With online research as the most important element of B2B purchase decisions, many B2B organizations are putting emphasis on developing content-driven customer experiences.

Buyer Personas 310

Buyer Personas B2B Amazon Fulfillment 310

Tony Zambito

MARCH 20, 2011

The chorus appears to be getting louder and louder on content marketing in bloggersphere, digital media, and traditional media.    In this case, should CMO’s be looking at content marketing or content strategy as the first order of business on the agenda? . 

Buyer Personas 100

Buyer Personas Marketing & Strategy Buyer's Journey Content 100

Tony Zambito

MAY 21, 2021

We adapted by finding new ways to work, wearing protective masks, and developing new routine social behaviors. A November 2020 Trust Radius research report on the B2B Buying Disconnect points to buyers increasing the amount of research they do, searching online more, seeking more review content, and looking for more sources.

Buyer Personas 197

Buyer Personas Intent Signal B2B Sales Interactive Marketing 197

Tony Zambito

NOVEMBER 21, 2020

Family life, social life, business life, and work-life have all been affected. Yet, it is a time to hang onto the hope of promising news on the development of high efficacy vaccines. In the midst of these wild swings from despair to hope, people’s lives are dramatically changing. No area of everyday living has been left untouched.

Buyer Personas 255

Buyer Personas B2B Sales Research eCommerce 255

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

NOVEMBER 15, 2020

There is deep social science around the theory of goals. With digital content as a constant, we are seeing buyers wanting totally seller-free interactions to intense seller-intervention to help them. More importantly, to get in alignment with buyers. Much too deep to cover in an article. Both internally as well as externally.

Buyer Personas 220

Buyer Personas Digital Transformation B2B Sales Interactive Marketing 220

Tony Zambito

SEPTEMBER 27, 2011

In my recent article, Buyerology: The New Science of Understanding Buyer Behavior , I introduced the concept of Buyerology and the need for a renewed focus on understanding buyer behavior in the Social Age.    This is an area of improvement for the evolving areas of content strategy and content marketing. 

Peer-to-peer 100

Peer-to-peer Loyalty Correlation Pricing 100

Tony Zambito

MAY 11, 2011

  This may have been just fine – that is – until buyers have become fairly self-directed in the buying process as well as enabled by the Internet and social technologies.  In the areas of content strategy and content marketing, I am seeing the same path towards "titles and roles" being taken although under a new name. 

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.   Who are they? 

Buyer Personas 100

Buyer Personas B2B Sales B2B Buying Cycle 100

Tony Zambito

OCTOBER 27, 2018

Many customer experience efforts by B2B organizations have content marketing as a cornerstone for such initiatives. In a previous article , I mentioned that one of the most heavily produced forms of marketing advisory content has to do with mapping content to the buyer’s or customer’s journey.

B2B 165

B2B Amazon Buyer Personas Fulfillment 165

Tony Zambito

APRIL 14, 2011

This decade, we are beginning to see the continuing impact of the advent of the digital and social age and the robust evolution of the new buyer experience economy.    Without a doubt, yet to be discovered new digital and social technologies will introduce new buyer behaviors and social buying dynamics. . 

Buyer Personas 100

Buyer Personas Buyer's Journey Wikipedia Social Networks 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

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

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.  These two general areas of perceived risks are not necessarily new however the degree of impact has expanded significantly as a result of the convergence of the Internet and Social Technologies.

Purchase 100

Purchase Correlation Barriers Sales Qualified Leads 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

NOVEMBER 16, 2011

The conventional as well as social buyers of today can be said to be on a quest to have their demands fulfilled.    By fulfillment, I do not mean the mere availability of information and content as in the early days of direct marketing – where collateral was king then.    The Future. .  Related articles.

Fulfillment 100

Fulfillment Demand Generation Demand Trends 100

Tony Zambito

OCTOBER 25, 2011

When formulating marketing, sales, demand generation, and content strategies, an important factor is that of understanding the choices buyers make.    In today’s social world, buyers are confronted with making choices in more areas than ever that directly influence the ultimate purchase or renewal decision. 

Demand Generation 100

Demand Generation Internet Marketing Purchase Buy 100

Tony Zambito

DECEMBER 8, 2011

Let’s recap the significant buyer trends noted so far in this series: Buyers are overwhelmed with content and desire experiences. Buyers are seeking to further their intelligence , not read more content. Buyerology Trend: Think Intelligent Content vs. Content Mapping (buyerpersonainsights.com). Related articles.

Trends 100

Trends Fulfillment Work Management Marketing Management 100

Tony Zambito

NOVEMBER 14, 2011

  This article looks at how understanding today’s conventional and social buyers takes BIG Insights versus BIG Data.   There have been generational differences noted between the rise of the younger social buyer as well as hybrid behaviors of traditional buyers.    We know, to a degree, what buyers are doing. 

Trends 100

Trends Planning Buy CMO 100