Tony Zambito

OCTOBER 23, 2018

Customer Engagement Transformation. The emphasis is on becoming more digitally efficient with one’s marketing and sales efforts as a means of connecting with customers. The focus on transforming marketing, sales, customer experience, and etc. With efforts designed to enable engaging with customers online and digitally.

Digital Transformation 184

Digital Transformation Buyer Personas Work Management Marketing Management 184

Tony Zambito

OCTOBER 1, 2018

Back in 1994, there was a book by Bradley Gale entitled Managing Customer Value. The premise was that we needed to focus on the lifetime value of customers. In an era of new subscription and customer success models caused by digital disruption, this concept is even more timely. Empowering Customer Success.

Buyer Personas 174

Buyer Personas Lead Ranking Digital Marketing Funnels Urgency Marketing 174

Tony Zambito

JUNE 6, 2017

This growth in the volume of data has spawned numerous types of data analytics services provided for marketing and sales management to deal with the ever-increasing volume of data. While organizations may have decreed that the purpose for all this data crunching is for customer-centricity, something else may be happening unintentionally.

Marketing AI 214

Marketing AI Paid Search Agency Buyer Personas Companies 214

Tony Zambito

NOVEMBER 29, 2020

In the mid-2000s, we saw the concept of customer focus arise. A lengthy article in the Harvard Business Review in 2005, The Quest for Customer Focus by Ranjay Gulati and James B. Oldroyd, put the onus on CEOs to develop customer focus through holistic coordination. The Future of Buying. Some trends will be anticipated.

Internet Marketing 207

Internet Marketing Fulfillment Interactive Marketing Customer Surveys 207

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. What CMO’s need to be on guard for is falling prey to a myopic view of customers without assessing how markets are changing. For good reasons too.

Enterprise Management 100

Enterprise Management Marketing Strategy Marketing & Strategy Work Management 100

Tony Zambito

OCTOBER 26, 2020

Goals related to areas such as new product development, new market entries, growth strategies, and etc. Here is an example qualitative interview response from our Buyer Outlook Study: “We did have ambitious goals for expanding our shared services capabilities both in Europe and APAC. are being altered significantly.

Marketing & Strategy 245

Marketing & Strategy Buyer Personas B2B Sales Interactive Marketing 245

Tony Zambito

DECEMBER 14, 2020

Validating how our product or services does what we say it does. The challenge for B2B marketers and sellers is how to achieve collective confidence. Made more challenging because of COVID-19. Our typical first response is to create content perhaps stacked with statistics. A business case presented as irrefutable.

Ad Building 271

Ad Building Urgency Marketing Case Studies B2B Sales 271

Tony Zambito

JANUARY 22, 2017

Understanding Customers Has Changed. In this era of disruptive digital transformation, customer behaviors in B2B and B2C markets are radically changing. Making the need for organizations to understand customers a centerpiece of their growth strategies. And, more than half of those still existing are losing money.

Buyer Personas 100

Buyer Personas Digital Transformation Enterprise Management Account Based Marketing 100

Tony Zambito

OCTOBER 26, 2015

Better, deeper, insightful, and well-rounded understanding of customers and buyers is on the top of the list for many CEOs and CMOs today. In recent studies by IBM and other research studies on CEO sentiments, customer insight and understanding are identified as a top focus for CEOs. Redefining The Meaning Of Buyer Understanding.

Buyer Personas 100

Buyer Personas B2B Paid Search Agency Ideal Customer Profiles 100

Tony Zambito

DECEMBER 8, 2011

Product centricity has been the driving force behind marketing and sales for decades and practically all of the 20th century.    However, this shift continues to occur at a slow pace in the B2B marketplace and many B2B organizations have product centricity wired into their organizational DNA. 

Trends 100

Trends Fulfillment Work Management Marketing Management 100

Tony Zambito

MARCH 24, 2011

In the new buyer experience economy , it is less about the product or service and more about creating value through experience.    The quality and usage of a product or service will always matter.    Businesses producing inferior products or services will fall off the radar screen of buyers. 

Buyer Personas 100

Buyer Personas Fulfillment Design B2B Sales 100

Tony Zambito

NOVEMBER 8, 2015

Engaging new buyers and repeat customers are the lifeline to achieving growth. Causing many to rethink long-standing practices on customer acquisition and customer retention. Including experience mapping, journey mapping, ethnographic research, design thinking, and customer co-design.

Buy 100

Buy Buyer Personas Acquisitions Correlation 100

Tony Zambito

MARCH 18, 2012

This is part 1 of a series on the challenge of targeting SMB markets and how the use of target buyer modeling and buyer-based marketing help organizations to grow their SMB customer base. . As we continue to come out of the deep freeze over the last few years, we are beginning to see encouraging signs of an economic recovery.

SMB 100

SMB Enterprise Management SME Work Management 100

Tony Zambito

MARCH 28, 2011

According to a recent Satmetrix Net Promoter study, one in five consumers switch brands based on a bad buying experience and/or bad customer experience.    What they found was that approximately 22% of consumers stopped doing business based on a bad customer experience.  Poor quality of the product or service.

Studies 100

Studies Spending Social Media Amazon 100

Tony Zambito

JANUARY 3, 2016

What is clear is buyer personas are now entering the mainstream of dialogue when it comes to overall customer understanding. . This is certainly a validating result business leaders in marketing, sales, and service operations should take away from this survey. . Incorporating Survey Data. Reflective Commentary. Future Advancements.

Buyer Personas 100

Buyer Personas Correlation Effectiveness Ideal Customer Profiles 100

Tony Zambito

MAY 4, 2011

  I have seen a plethora of articles and services that portray buyer personas as something completely different.    Initially, research was conducted on users to help inform product and/or service design.    Initially, research was conducted on users to help inform product and/or service design. 

Buyer Personas 100

Buyer Personas Research Ideal Customer Profiles Demand Generation Agencies 100

Tony Zambito

MARCH 13, 2011

  The digital revolution has ushered in a new age of how products or services reach people that were unimaginable just a short ten years ago.    The mandate being finding channels to push and distribute products or services out to buyers.  Image by davidking via Flickr.

B2B Sales 100

B2B Sales Paid Search Agency Barriers Work Management 100

Tony Zambito

OCTOBER 25, 2010

, has as one of his main premises in his fantastic book that we must engage in meaningful conversations with customers to make them true empowered participants in social media.    Suggesting that how we interact with customers in the social engagement ecosystem cultivates customer loyalty and trust. 

Design 100

Design Buyer Personas B2B Thought Leadership Multi-Channel 100

Tony Zambito

NOVEMBER 1, 2010

  B2B buyers today desire the totality of end-to-end experience in addition to products and services that help them to meet goals and solve challenges.   Both offer illuminating perspectives that will cause us to think differently. .  B2B

Design 100

Design Buyer Personas B2B Thought Leadership Lead Ranking 100

Tony Zambito

SEPTEMBER 15, 2010

Led by senior executives overseeing sales, marketing, and service 2.   In this case, a CEO is wise to choose a senior executive with that special attribute and capability of unifying sales, marketing, and service into alignment with buyer experience.  There is a focus on shifting culture to “experience driven” 3.

Marketing Management 100

Marketing Management Buyer Personas Marketing Automation Services Loyalty 100

Tony Zambito

APRIL 12, 2011

.  Let’s look at several collective thoughts on the potential avenues the social buyer persona may find appealing to initiate engaging: Buyer Reviews :  In the B2C world, customer reviews are becoming more commonplace and accepted.    In B2B, it remains a skittish type of commitment.    Related articles.

Buyer Personas 100

Buyer Personas Word of Mouth WOM Curation 100

Tony Zambito

SEPTEMBER 27, 2011

  How well organizations; in relations to products, service, and brand; maps to Buyer Perceived Values will serve as the one of the primary influences that shapes buyer behaviors and purchase decisions. Loyalty : the cumulative value of previous buyer experiences and relationships can translate into strong customer loyalty.

Peer-to-peer 100

Peer-to-peer Loyalty Correlation Pricing 100

Tony Zambito

APRIL 2, 2011

  This may be especially true in a company where there is a long rich history and you have an established customer base.    It sounds like a chorus - sales, marketing, customer service, support, and corporate strategy all saying the same thing repeatedly.    When did this happen?

Buyer Personas 100

Buyer Personas Trade Show Buzz Social Networks 100

Tony Zambito

NOVEMBER 10, 2011

  Customer experience has had the unintended consequences of being identified as predominantly beefing up customer service capabilities.  At   One of my favorite theater productions has been A Chorus Line.    This requires new thinking.    The Future. . 

Trends 100

Trends Content Wikipedia Custom Publishing 100

Tony Zambito

AUGUST 3, 2011

  Depending on the complexity of markets, products, and services, it can be even more.  Due to the viral misunderstanding about buyer personas, as I previously mentioned sometimes research is misrepresented as meaning to talk to a few customers, a few friends, and interview employees. 

Buyer Personas 100

Buyer Personas Organization Viral Marketing Ideal Customer Profiles 100

Tony Zambito

NOVEMBER 1, 2011

.  What research with C-Suite executives has borne out is that this understanding arrives too late when it comes to new services, products, and strategies.    No amount of content, smooth talking, and excuses will make up for poor quality and capability of a product or service. 

Purchase 100

Purchase Correlation Barriers Sales Qualified Leads 100

Tony Zambito

APRIL 12, 2010

  As the Internet changed our very means of how we view information, social media technology and social media channels are changing our views of customer relationships and conversations.    It is transforming our way of designing business models and how we think in general about customer strategy. 

Buyer Personas 100

Buyer Personas Business Social Media Lead Ranking 100

Tony Zambito

MAY 16, 2010

  In a B2C market, understanding persona goals and aligning strategies to help consumers accomplish their goals determines how a product or service is positioned.    Understanding each set of goals can clearly make a difference in how a product is positioned and where it is placed for distribution. 

Buyer Personas 100

Buyer Personas Demand Generation Agencies Social Media Correlation 100

Tony Zambito

SEPTEMBER 8, 2010

These challenges are creating a mandate for CEO’s to innovate towards new means of attracting new buyers, retaining existing customers, and maximizing value through customer loyalty.  Over the past decade, customer experience has become part of the landscape of business thinking. 

Buyer Personas 100

Buyer Personas Buying Cycle B2B Lead Ranking 100

Tony Zambito

APRIL 28, 2010

The buyer persona development process has an important rule related to the compass: Rule 9: The Purpose of the Buyer Persona Development Process is to Inform on Goal Centered Customer Strategies. For senior executives today, there is a vast wilderness of the digital and social world yet to be explored fully. 

Buyer Personas 100

Buyer Personas Rules Wikipedia Social Media 100

Tony Zambito

MARCH 30, 2011

  Treating buyers as objects in the larger scheme of producing products and services where, particularly in the B2B context, we delivered the product or services to the buyer.    Buyers were suddenly allowed to search for other ways to get the products or services they needed. .  

Peer-to-peer 100

Peer-to-peer Buyer Personas Demand Generation Agencies Demand Generation 100

Tony Zambito

OCTOBER 4, 2015

In B2B commerce, for example, we may have a good idea about segments, roles, key initiatives of organizations, pain points, and criteria related to product specifics as well as purchasing. Recognizing that product marketing and sales-oriented approaches to profiling buyers are at a rapid point of diminishing returns.

Direct Marketing 100

Direct Marketing Buyer Personas Allocation Ideal Customer Profiles 100

Tony Zambito

MARCH 28, 2010

.   Roger Martin, Dean of the Rotman School of Management at the University of Toronto authored such an article in the Harvard Business Review entitled The Secret to Meaningful Customer Relationships. The quality and depth of our relationship with the customer will be a function of the quality of our interpretative eyes and ears.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles Analysis Validation 100

Tony Zambito

MARCH 16, 2010

The interactive Playbooks are designed to provide an insightful view of customers and buyers that will enable senior leaders to formulate effective strategies in sales, marketing, and customer experiences. New York, NY (PRWEB) March 15, 2010 -- Goal Centric Management, Inc., For more information, visit www.goalcentric.com. # # #.

Buyer Personas 100

Buyer Personas Marketing & Strategy Enterprise Management Buying Cycle 100

Tony Zambito

MARCH 26, 2012

This is part 3 of a series on the challenge of targeting SMB markets and how the use of buyer-based modeling and buyer-based marketing help organizations to grow their SMB customer base. . There have been many means tried for SMB segmentation whether it is by size, type, vertical, products, solutions, and etc. Getting Descriptive.

SMB 100

SMB Enterprise Management Buyer Personas Marketing Management 100

Tony Zambito

OCTOBER 3, 2011

  An important disclaimer here is that there have been many scorecard approaches for measuring customer value over the past two decades.    As mentioned in the previous article on Buyer Perceived Value (BPV), value has been viewed conventionally around product and service.  Follow @TonyZambito.

High Quality Lead 100

High Quality Lead Differentiation Social Networks Paid Search Agency 100

Tony Zambito

JULY 18, 2011

  It takes science to uncover changes in behaviors and to understand goals in ways that customers and buyers have difficulty articulating.    No easy task for much of today’s management structure still is focus on pushing products and services out to customers. 

Buyer Personas 100

Buyer Personas Lead Ranking Ideal Customer Profiles Opt-out 100