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

FEBRUARY 28, 2016

When it comes to the state of B2B content marketing and engagement, this proverb is on the mark. According to a recent study by Track Maven , one among a few on this topic, shows both B2B and B2C marketers have increased their publishing of content in 2015 by as much as 35 to 40%. I am not sure it is a paradox. A Main Culprit.

Buyer Personas 100

Buyer Personas B2B Content B2B Sales 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

MARCH 24, 2010

.   The article, Ethnographic Research: A Key to Strategy , was written by Ken Anderson, a well respected anthropologist at Intel Research.   Although it is written from the viewpoint of using ethnography for understanding consumer behavior, there is applicability to the transformation underway in B2B Marketing and Strategy.

Buyer Personas 100

Buyer Personas Marketing Strategy Marketing & Strategy B2B Marketing 100

Tony Zambito

MARCH 16, 2010

Announced today was Goal Centric’s official introduction of the Buyer Persona Strategy Playbooks series. Below it is printed for your convenience: Buyer Persona Strategy Playbooks Introduced by Goal Centric. Goal Centric introduces revolutionary strategy, marketing, and sales playbooks based on buyer insights and buyer personas.

Buyer Personas 100

Buyer Personas Marketing & Strategy Enterprise Management Buying Cycle 100

Tony Zambito

MAY 31, 2017

Yet, we cannot lose sight of the importance of sales in account-based strategies. This is the type of strategy that succeeds through “feet on the ground” understanding. Marketing played a role then by supporting sales with content that sales delivered. Particularly when working with large enterprises. Common Thread.

Account Based Marketing 211

Account Based Marketing ABM Digital Transformation Paid Search Agency 211

Tony Zambito

DECEMBER 6, 2020

Many B2B organizations struggle to interpret buyer insights into actionable growth strategies. . Not Connecting Insights To Strategy. This is one of the reasons why B2B organizations must shift their buyer strategy focus from centricity to enablement. Or a telling indicator they are not receiving genuine buyer insights at all.

Organization 183

Organization B2B Buyer Personas Fulfillment 183

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

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

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 5, 2017

In the past five years, the often-unquestioned hymnal has been that to succeed in today’s digital world, businesses must produce content. Produce high-quality content, yes. According to various statistics on the Internet, we are living in a world where every minute over 200 million items of online content is produced.

Digital Transformation 50

Digital Transformation Buyer Personas Broadcasting Leads 50

Tony Zambito

APRIL 5, 2010

  This is a good example of “buyer persona thinking” in action when developing a content marketing strategy.   And once you do, you can build a content marketing strategy around it. .   Depending on the industry, there were varying degrees of this “end of day” pressure but it is always there.

Buyer Personas 100

Buyer Personas Content Marketing Wikipedia Marketing & Strategy 100

Tony Zambito

MARCH 6, 2017

Inside the bubble, intelligence is gathered to support predefined expectations around CX, account-based marketing, buyer’s journey, content marketing , content conversion rates, etc. Where success is oftentimes measured on how many downloads occur and the ability to identify real-time shifts in which content is accessed.

Digital Transformation 253

Digital Transformation Buyer Personas Lead Ranking B2B 253

Tony Zambito

NOVEMBER 21, 2020

Having profound and deep buyer insights will lead to: A reset of your overall buyer strategy that adapts to buyer changes Researched-back buyer personas that provide a common view of buyers Messaging that speaks with empathy towards buyers Demand generation that gets to the heart of the matter quickly A content strategy that meshes well with what buyers (..)

Buyer Personas 255

Buyer Personas B2B Sales Research eCommerce 255

Tony Zambito

NOVEMBER 23, 2020

.” Oftentimes though referring to buyer profiles hastily completed for specific content campaigns. Updating your buyer personas should be part of an overall reset of your buyer strategies. An outcome of the pandemic is that many B2B organizations are having to evolve into new directions and strategies.

Buyer Personas 228

Buyer Personas Terms and Conditions Interactive Marketing B2B Sales 228

Tony Zambito

MARCH 12, 2017

If your buyer personas are rooted in outdated sales and product marketing paradigms pertaining to role-based perceptions and the feeding of the perpetual content machine – it is time for a reboot. I have seen entire sales and marketing strategy plans that amount to one thing only – get into the C-Suite.

Buyer Personas 251

Buyer Personas B2B Digital Transformation B2B Sales 251

Tony Zambito

NOVEMBER 1, 2020

A time to reset overall buyer strategy. Solving the content overload buyers currently dread through BxD. Revenue and sales leaders will need to adapt to an accelerated rate of change in buying behaviors. And, the growing desire for seller-free buying. What type of factors should be considered in order to prepare?

Buy 309

Buy B2B Buyer Personas Buyer's Journey 309

Tony Zambito

JUNE 26, 2016

A recognition of the growing importance of digital content marketing to overall marketing strategies today. As the concept of content marketing has become more prominent in the B2B Marketing landscape, so have terms and compartmentalization. Avoid Content Overload With Quality Versus Quantity. by Gregor Črešnar.

Buyer Personas 104

Buyer Personas Research B2B Fulfillment 104

Tony Zambito

MAY 23, 2017

Developing data intelligence strategies allowing them to respond to buyer behavioral trends. For example, many companies tend to adopt different labeled marketing approaches each year, whether it be content marketing, customer experience, account-based marketing, or the many others that have cropped up.

B2B Marketing 227

B2B Marketing Planning Buyer Personas B2B 227

Tony Zambito

AUGUST 14, 2016

And, more importantly, truly informs on customer strategies. As a means to help inform overall customer strategy. Applying this quantifying approach to content development spun the numbers even higher. If you do the math, they were looking at trying to develop 450 unique pieces of content!

Buyer Personas 102

Buyer Personas Ideal Customer Profiles Profiling CMO 102

Tony Zambito

JANUARY 3, 2016

72% of the respondent stated they were using buyer personas for content marketing and messaging while 45% stated they were using for assessing market challenges and problems, as well as, address overall marketing strategy – an increase from 28% the previous year. The remaining is split between sales enablement and corporate strategy.

Buyer Personas 100

Buyer Personas Correlation Effectiveness Ideal Customer Profiles 100

Tony Zambito

MARCH 6, 2016

Unknowingly, B2B executives can make important decisions relative to marketing and sales strategies based upon mythical assumptions. I recently wrote an article on the waste of content that is resulting from this assumption. Primarily from attempts to create multiple pieces of content for each perceived stage. Enjoy.).

Buyer Personas 100

Buyer Personas Ideal Customer Profiles B2B B2B Sales 100

Tony Zambito

MAY 10, 2021

B2B Organizations Must Reinvent To Accomplish Buyer-Aligned Strategies Post-Pandemic. Producing different forms of content at the ready for buyers when they go seeking. In the lexicon of business, especially B2B, words and phrases can take on so many different meanings. That they, in effect, lose their intended purpose after a while.

Top of Funnel 215

Top of Funnel B2B Sales Buyer Personas Process 215

Tony Zambito

JANUARY 30, 2011

One of the interesting outcomes of the rise of Social Media , Demand Generation , and Content Marketing in 2010 was the increasing use of the term audience development.  In the new world of content marketing, the idea of thinking like a publisher has taken root.  Image via Wikipedia. Let’s take a look at some good.

Social Media 100

Social Media Social Marketing Buyer Personas Planning 100

Tony Zambito

JANUARY 22, 2017

Making the need for organizations to understand customers a centerpiece of their growth strategies. When the concept of personas was first introduced, they were introduced on the foundation of informing design strategy. In this case, the focus is on understanding the goals of buyers to inform overall marketing and sales strategies.

Buyer Personas 100

Buyer Personas Digital Transformation Enterprise Management Account Based Marketing 100

Tony Zambito

JANUARY 29, 2017

In numerous surveys of CEOs in the past few years, predictably, you will find growth strategies as one of the top priorities going into any new year. Groundbreaking experiences have led to rethinking and reinvention of insights and persona development for marketing, market insights, and market development strategies: 1 – Human Insights.

Digital Transformation 100

Digital Transformation Buyer Personas Ideal Customer Profiles B2B Thought Leadership 100

Tony Zambito

JANUARY 24, 2016

For example, one shiny object has been content marketing. For some who have gone “all in” with content marketing, they may just be discovering the constricting of their marketing to such has not been fruitful. What Should Guide Marketing? This is just a hunch but it may be close to being on the mark.

Planning 100

Planning Buyer Personas Paid Search Agency Marketing & Strategy 100

Tony Zambito

MAY 29, 2021

If B2B leaders, like yourself, are expected to succeed at newly formed or reinvented go-to-market strategies, one element that cannot be missing in action is essential buyer insights. Delivering just-in-time content and details that inform the buyer in a way that matters to them. Marketing can up their level of resonating with buyers.

Top of Funnel 162

Top of Funnel Buyer Personas B2B Buyer's Journey 162

Tony Zambito

NOVEMBER 1, 2015

A recent survey by B2B Marketing, in conjunction with the UK-based agency Tomorrow People, indicated only 38% of marketers considered their content to be “very customer-centric.” Buyer personas are thought of as a tool specific only to new endeavors in content marketing, campaigns, and product launches.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles B2B Marketing Paid Search Agency 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.  The field of content strategy and content marketing is still relatively new.  " Follow @TonyZambito.

Wikipedia 100

Wikipedia Correlation Social Media B2B Sales 100

Tony Zambito

FEBRUARY 28, 2018

Developing data intelligence strategies allowing them to respond to buyer behavioral trends. For example, many companies tend to adopt different labeled marketing approaches each year, whether it be content marketing, customer experience, account-based marketing, or the many others that have cropped up.

B2B Marketing 113

B2B Marketing Planning Buyer Personas B2B 113

Tony Zambito

MARCH 26, 2012

The attempt here is to answer some tough questions that help to bring more focus to an SMB strategy: Who are our best customers in the SMB segments and why? Buyer Content Models : identifying the information needs and goals of buyers today extends well beyond just the concept of content marketing.

SMB 100

SMB Enterprise Management Buyer Personas Marketing Management 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.    Oftentimes, strategies are crafted with a singular focus on the purchase decision.  I want to refrain from using the word content in this context. 

Demand Generation 100

Demand Generation Internet Marketing Purchase Buy 100

Tony Zambito

APRIL 16, 2012

Whether they relate to demand generation, content marketing, sales enablement, and more, efforts are being made to make adaptations to changing buying behaviors. Marketing systems and processes may be slow in transitioning to be more aligned with new buyer behaviors associated with search and content. There is a struggle to execute.

Sales Management 100

Sales Management Top of Funnel Planning Demand Generation 100

Tony Zambito

AUGUST 2, 2011

  It does not provide the deep understanding that paves the way for shaping better as well as innovative strategies leading to improved profitability and market share.   It will give you a chronological stage view perhaps but will not give you meaningful social contexts that can reshape strategies. 

Buyer Personas 100

Buyer Personas Viral Marketing Ideal Customer Profiles B2B Sales 100

Tony Zambito

MAY 11, 2011

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.    I believe actually minimizing the full power and impact that content strategy and content marketing can have.  Related articles.

Buyer Personas 100

Buyer Personas Segmentation Buy Work Management 100

Tony Zambito

DECEMBER 13, 2015

Leading to many strategies and tactics devoted to attempts to market or sell to the rationale behind decisions and buying processes. Content Deluge Is Counter-Productive. Marketing leaders enamored with content marketing in an overzealous manner should take note of this element.

Buyer Personas 100

Buyer Personas Lead Ranking B2B Sales Research 100