Tony Zambito

AUGUST 14, 2016

Enabling analytics and reports on profiling attributes and activities of buyers and customers as gleaned from a database. When it comes to data on buyers and customers, the old saying “too much of a good thing” comes to mind. And, more importantly, truly informs on customer strategies. Amounting to severe data overload.

Buyer Personas 102

Buyer Personas Ideal Customer Profiles Profiling CMO 102

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. . The sheer size of the SMB makes for a daunting task for any organization intent on marketing to the SMB segment. Getting Descriptive.

SMB 100

SMB Enterprise Management Buyer Personas Marketing Management 100

Tony Zambito

OCTOBER 14, 2018

The notion of the “journey” came into the conscious stream of business around the time when the concept of “customer experience” was introduced in the late 1990’s. A precursor to customer experience was the concept of diagraming processes introduced by W.E. Is The Buyer’s Journey The Right Perspective For 2020? Buyers Are On A Quest.

Marketing AI 174

Marketing AI Buyer Personas Top of Funnel Digital Marketing Funnels 174

Tony Zambito

OCTOBER 18, 2015

Segmentation has been a staple of business marketing and sales for several decades. 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. by Evan Shuster. Then the Internet came along and changed everything.

Ideal Customer Profiles 100

Ideal Customer Profiles Profiling Buyer Personas Marketing Management 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. 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

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. . There is good reason for Fortune 1000 or Global 2000 companies to target revenue growth from the SMB segment. A New Challenge And A New Frontier.

SMB 100

SMB Enterprise Management SME Work Management 100

Tony Zambito

JULY 6, 2011

  Let's look at a few: Buyer personas are not a buyer profile, a demographic profile, a psychographic profile, a market segment profile, a sales profile, a market research profile, a customer survey profile, or a focus group profile.  Use Buyer Personas to Segment by Buying Behavior (customerthink.com).

Buyer Personas 100

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

Tony Zambito

OCTOBER 4, 2015

Marketing and sales still rely on market segmentation and buyer profiling as it has for the last twenty-five plus years. 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.

Direct Marketing 100

Direct Marketing Buyer Personas Allocation Ideal Customer Profiles 100

Tony Zambito

MARCH 22, 2010

.   The investigative customer insight and buyer persona development process can provide the means to help executives answer three major components of an overall game plan.   It can come to mean a sub segment of an overall market.   It can come to mean a sub segment of an overall market. Where To Play.

Buyer Personas 100

Buyer Personas Planning Segmentation Case Studies 100

Tony Zambito

APRIL 26, 2010

An over emphasis on what buyer personas do versus on the insight that can inform customer strategy. The downside to the wire mesh effect is that it perpetuates the attempt to fit buyers and segments into neat boxes.    Both the B2C and the B2B world are changing extremely fast as digital marketing and social media evolves. 

Buyer Personas 100

Buyer Personas Rules Wikipedia Social Media 100

Tony Zambito

MARCH 30, 2012

This is part 4 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. . When it comes to the SMB segment and the multiple sub-markets, it is just a plain fact that you cannot be everywhere. What Does This All Mean?

SMB 100

SMB Advertising Channels Enterprise Management Work Management 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

JUNE 26, 2016

Focus on Customer Scenarios. Their buyer persona research uncovered multiple goal-directed scenarios in multiple segments. Informing them on which scenarios were most important to customers. To tell a good B2B story means truly understanding the goals and scenarios that reside in the world of your customers.).

Buyer Personas 104

Buyer Personas Research B2B Fulfillment 104

Tony Zambito

MARCH 20, 2011

  CMO’s today should have on the table a robust understanding of their buyer personas and relevant segments before committing what are not so cheap dollars to content marketing tactics.    Informed with this knowledge, CMO can develop content strategies that apply to specific market segments versus one size fits all.

Buyer Personas 100

Buyer Personas Marketing & Strategy Buyer's Journey Content 100

Tony Zambito

APRIL 21, 2010

  When it comes to markets and customers, quantitative analysis of many shapes and forms are used to arrive at customer data.    The second can be when market research has identified a market with valid potential but the picture of the identified buyer segment is blurry.  Next up: Rule 7.

Buyer Personas 100

Buyer Personas Rules Sample Validation 100

Tony Zambito

JANUARY 25, 2012

They provide the critical view of market segments and the companies that fall within those markets. Behaviorally oriented Market and Business Buyergraphics provide insight into and answers for several crucial questions: How do we understand buyer segments based on purchasing behaviors?

Buyer Personas 100

Buyer Personas B2B Allocation Peer-to-peer 100

Tony Zambito

MAY 12, 2011

Don’t Fall in the Profiling Trap : a misunderstanding I wrote about in my recent article, Use Buyer Personas to Segment by Buying Behavior , is thinking that buyer personas are a profiling of specific titles and/or roles in your target organization.  Use Buyer Personas to Segment by Buying Behavior (buyerpersonainsights.com).

Buyer Personas 100

Buyer Personas B2B Sales B2B Buying Cycle 100

Tony Zambito

OCTOBER 11, 2010

."  It sparked a personal journey and quest around a simple phrase that Dan discussed back then: identifying how customers buy.    I began to use this phrase quite often afterwards, adding that  why customers buy is equally important, but the origins and credit really belongs with Dan Henson. 

Buyer Personas 100

Buyer Personas Marketing Automation Services Lead Ranking Conference 100

Tony Zambito

SEPTEMBER 28, 2010

  Executives, to make effective informed decisions when it comes to developing an overall customer strategy as well as leading the organization in Buyer Experience Design , need to articulate a full story about buyers and the goals buyers are attempting to accomplish.    Ignoring the qualitative can have severe consequences. 

Buyer Personas 100

Buyer Personas Enterprise Management Marketing Automation Services Social Media 100

Tony Zambito

MAY 4, 2011

  As a former senior executive in sales and marketing, I evaluated as well as implemented several of the sales and customer profiling systems that exist where you are plotting buyers neatly into personality quadrants, demographic as well as psychographic categories, using blue sheets, and multiple other types of systems. 

Buyer Personas 100

Buyer Personas Research Ideal Customer Profiles Demand Generation Agencies 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

OCTOBER 27, 2010

.  Tags: buyer behavior buyer ecosystem buyer enablement buyer experience buyer experience design buyer experience innovation buyer experience strategy buyer goals buyer insight buyer persona buyer persona development Buyer Personas Buying Cycle Scenarios buying process Customer Insight customer strategy Digital Buyer Persona digital marketing (..)

Trends 100

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

Tony Zambito

APRIL 15, 2010

  Customer profiles have been around for a very long time.    They have served their purpose in looking at demographics, psychographics, customer purchasing data, geographic concentrations, and other characteristics.     This next rule has to do with profiling. 

Buyer Personas 100

Buyer Personas Rules Television marketing Psychographics 100

Tony Zambito

SEPTEMBER 19, 2016

This is especially true for companies organized by product lines with overlapping customer segments. Resulting in an ever increasing avalanche of content overflowing the cups of potential buyers. And, not enough communications occurring between product marketing for each.

Buyer Personas 0

Buyer Personas Planning Paid Search Agency Content 0

Tony Zambito

SEPTEMBER 22, 2010

  This rethinking raises questions as well as the dialogue today on the effectiveness of the traditional functions of sales, marketing, support, and customer service.     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

FEBRUARY 1, 2010

In the B2B marketplace, many organizations struggle with how to view their customers.   What has been traditional is that the “customer” has usually been identified by company name.   When the conventions of reporting, analysis, segmentations, and etc.   In this segment of Buyer Persona 2.0,

Buyer Personas 100

Buyer Personas Business Ideal Customer Profiles Segmentation 100

Tony Zambito

MARCH 31, 2010

     Tags: buyer goals buyer insight Buyer Personas buying process Customer Insight innovation Marketing Personas Sales sales enablement segmentation Strategy User Personas Web/Tech. .   Once again, revolutionizing an industry and having everyone else playing catch-up.

Buyer Personas 100

Buyer Personas Business Customer Surveys Segmentation 100

Tony Zambito

OCTOBER 4, 2010

  While B2C successes in customer experience offer a guide, the translation to the complex world of B2B is not that easy.    This in turn, severely undermines customer acquisition and growth strategies.   There are no definitive maps to get you there per se’. 

Buyer Personas 100

Buyer Personas Marketing Automation Services Buying Cycle 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

OCTOBER 18, 2010

  The most common has been around a term that has existed for several years in mapping the customer or buyer journey.    This thinking implies that an event triggers a customer or buyer to begin the search for a resolution.  There are two tiers of thinking in this phase. 

Buyer Personas 100

Buyer Personas Buyer's Journey Allocation Trigger Marketing 100

Tony Zambito

NOVEMBER 15, 2010

.  Tags: buyer behavior buyer ecosystem buyer enablement buyer experience buyer experience design buyer experience innovation buyer experience strategy buyer goals buyer insight buyer persona buyer persona development Buyer Personas Buying Cycle Scenarios buying process Customer Insight customer strategy demand generation Digital Buyer Persona (..)

Buyer Personas 100

Buyer Personas Paid Search Agency Buying Cycle Lead Ranking 100

Tony Zambito

NOVEMBER 1, 2010

  Both offer illuminating perspectives that will cause us to think differently. .

Design 100

Design Buyer Personas B2B Thought Leadership Lead Ranking 100

Tony Zambito

JULY 1, 2016

Meaning, those responsible for global business marketing will have to monitor and refresh their insights on buyers as well as their buyer personas they may have by regions and/or segments. Prepare For The Unexpected. In the short-term, it is expected the impact of Brexit will be felt through an economic slowdown, specifically in the U.K.,

Buyer Personas 101

Buyer Personas Planning Business Paid Search Agency 101

Tony Zambito

MAY 22, 2011

What we do know today is that traditional methods of structured customer, buyer, and market research that are quantitative based cannot address the social and cultural changes taking place in our business society.  Use Buyer Personas to Segment by Buying Behavior (customerthink.com). Next: Communicating Social Buyerology.

Research 100

Research Buyer Personas Multi-Channel Validation 100

Tony Zambito

MAY 5, 2011

  A key to aligning with today’s B2B buyers is to learn as much as you can about the buyer journey that is unique to your segments, marketplaces, and buyer personas.    The social experience is a new way of bringing the 1-to-1 customized approach to each potential opportunity and lead nurturing situation. 

Buy 100

Buy Buyer Personas B2B Lock-In 100

Tony Zambito

JANUARY 18, 2011

  The buyer persona development process, if done with this purpose in mind and not as a customer profiling or segmentation exercise only, can serve as the means to achieve this complete realignment of B2B demand generation and content marketing around your target buyer – in this case – your target buyer persona.

Buyer Personas 100

Buyer Personas Demand Generation Demand Generation 100

Tony Zambito

AUGUST 31, 2011

  It has always been about pushing, reaching, and “going to” a segment or a market.  .  The structure of businesses has remained surprisingly constant despite significant transformative changes occurring during the past two decades. 

Social Media 100

Social Media Amazon Social Networks Paid Search Agency 100