Tony Zambito

MAY 21, 2021

We adapted by finding new ways to work, wearing protective masks, and developing new routine social behaviors. Although there is more optimism today due to the success of the vaccinations, it is hard to believe we will have a rubber band effect. As well as regaining attention, focus, and concentration. But a new reality will emerge.

Buyer Personas 197

Buyer Personas Intent Signal B2B Sales Interactive Marketing 197

Tony Zambito

JUNE 8, 2020

Additionally, it will seek to gain insights into how to adapt and implement new marketing and selling strategies due to the effects of COVID-19. In 2001, Tony established the first-ever buyer persona development methodology designed specifically for B2B Marketing and Sales.

Studies 162

Studies Buyer Personas Paid Search Agency Sample 162

Tony Zambito

MARCH 6, 2017

A new era of business will develop in the next 10 years that will fundamentally change how organizations work, conduct business transactions, and establish relationships. Developing Ecosystems. Ecosystems related to everything from how products are developed to how they are integrated into eventual end products are evolving.

Digital Transformation 253

Digital Transformation Buyer Personas Lead Ranking B2B 253

Tony Zambito

NOVEMBER 1, 2015

This mirrors findings of other surveys related to content marketing and customer-centric marketing, which consistently hovers in the 35- 40% range of “very customer-centric” or “very effective content marketing.”. Make use of in-depth qualitative research : First and foremost, buyer persona development is qualitative buyer research.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles B2B Marketing Paid Search Agency 100

Tony Zambito

JUNE 6, 2017

An outcome of insularity is organizations can develop an over-reliance on quantitative data in all aspects of a business. The rapid rise of data analytics is causing the opposite effect. Buyer personas then can help illuminate Thick Data that help companies to understand the qualitative stories complementing big data.).

Marketing AI 214

Marketing AI Paid Search Agency Buyer Personas Companies 214

Tony Zambito

OCTOBER 26, 2015

These three pressing concerns are causing CEOs and CMOs to reevaluate how to understand their buyers and their abilities to help buyers achieve their goals. Resulting in a 3D view of buyers, which can help inform strategies related to each. CEOs and their organizations are finding it hard to keep pace with new digital technologies.

Buyer Personas 100

Buyer Personas B2B Paid Search Agency Ideal Customer Profiles 100

Tony Zambito

JANUARY 31, 2016

With gatekeeping in effect, whether it be manually or digitally, gaining the attention of buyers today will become more difficult. Of which, the most important are that of brand development and customer engagement. The second is that the brand understands what it is attempting to help people and/or businesses to accomplish.

Ideal Customer Profiles 100

Ideal Customer Profiles Leads Lead Marketing Qualified Leads 100

Tony Zambito

SEPTEMBER 19, 2016

The mindset of marketing, likely due to operational structures in place for decades, continues to be that of “marketing campaign” effectiveness. Or of late – content marketing campaign effectiveness. Numbers that are devoted to measuring campaign effectiveness but yet are not connected to a larger overarching purpose.

Buyer Personas 0

Buyer Personas Planning Paid Search Agency Content 0

Tony Zambito

JULY 17, 2016

Leading to more effective online engagement, content design, and sales conversations. Primarily, it helps with making sense of the tasks and activities buyers perform. Primarily, it helps with making sense of the tasks and activities buyers perform. Yes, we used the help of a third-party firm. Tasks Versus Goals.

Intent 100

Intent Buyer Personas CMO Work Management 100

Tony Zambito

APRIL 17, 2016

This coincides with previous studies and surveys showing content marketing effectiveness continues to be an enormous struggle. Projects often afflicted in an analogous way like troublesome commercial real estate development. The correlation is evident. The majority of content today is not hitting the mark with buyers and customers.

Buyer Personas 100

Buyer Personas Research Personalization Marketing Budget 100

Tony Zambito

DECEMBER 13, 2015

Obtaining such viewpoints are very helpful. They can help lay a foundation of how organizations and people will consider decisions. Buyer research intended for buyer personas specifically is designed to help organizations develop deep customer understanding at the underlying layer – the deeper second layer of behaviors and influence.

Buyer Personas 100

Buyer Personas Lead Ranking B2B Sales Research 100

Tony Zambito

MARCH 20, 2011

  Buyer persona development is a methodology for informing strategy.    Buyer research insight : buyer persona development, done via sound qualitative means, can reveal illuminating insight into what buyers are actually researching for in the buying process.      Related articles. . 

Buyer Personas 100

Buyer Personas Marketing & Strategy Buyer's Journey Content 100

Tony Zambito

APRIL 29, 2012

Yet, depending on these same reports from the several research organizations benchmarking such effort, companies who perform effective lead nurturing enjoy a better than 25% higher return on their efforts than those who do not. Which begs the question: why are companies slow to adopt to lead nurturing?

Lead Nurturing 100

Lead Nurturing Lead Ranking Leads Lead 100

Tony Zambito

MAY 4, 2011

Buyer Persona Development and the qualitative research methodology applied to creating buyer personas have proven to be an effective means for B2B organizations to reach a deeper understanding of their buyers.    Buyer persona development methodology is at its core a research methodology. 

Buyer Personas 100

Buyer Personas Research Ideal Customer Profiles Demand Generation Agencies 100

Tony Zambito

MARCH 16, 2010

  In collaborating with Kevin Hooper, VP of EMG at HP, we’ve been able to work with an innovator and pioneer in the use of buyer persona strategy development that provides insights for the creation of sales and buyer enablement strategies.   The press release can be found at: [link].

Buyer Personas 100

Buyer Personas Marketing & Strategy Enterprise Management Buying Cycle 100

Tony Zambito

FEBRUARY 9, 2010

  These relationships all meant to help advance an organization towards profitability and in today’s buyer centric world – sustainability. calls for extensive development in this area for it holds the keys to successfully affecting the buying decision as well as creating effective buyer messaging.   Buyer Persona 2.0

Buyer Personas 100

Buyer Personas B2B Sales Forecasting Marketing Management 100

Tony Zambito

OCTOBER 4, 2015

While this type of intelligence is helpful, it lacks insights into the goal-directed behavior of buyers and why they make the choices they do. Additionally, the effectiveness of B2B content marketing is dropping. The kind of intelligence sales has relied upon for the past three decades and is often publicly available.

Direct Marketing 100

Direct Marketing Buyer Personas Allocation Ideal Customer Profiles 100

Tony Zambito

SEPTEMBER 28, 2010

  Does it help?  To develop a loyalty building Buyer Experience Strategy in today’s digitized world means executives need to raise their qualitative Buyer Insight Intelligence Quotient.    Think long-term by bringing in outside help while concurrently building in-house competency.   Of course. 

Buyer Personas 100

Buyer Personas Enterprise Management Marketing Automation Services Social Media 100

Tony Zambito

FEBRUARY 14, 2011

  Undoubtedly, the proliferation of the varietal forms and media of content that has arisen in the digital age has helped position content marketing as the overarching term to fit these new formats into an understandable phrase, idea, and concept.   Where should content marketing start then? .  

Design 100

Design Content Marketing Planning Buyer Personas 100

Tony Zambito

SEPTEMBER 6, 2016

And, it can help gauge the size of a market opportunity. Customer segmentation lacks in helping you to understand what preferences buyers may have, what they work on, how they engage in buying activities, what their purchasing history may be like, and what initiatives they work on. This is where buyer profiling can be helpful.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles Segmentation Profiling 100

Tony Zambito

APRIL 12, 2010

  The ripple effect of this transformative time in the world of business and social communities is still causing rings of new discoveries as well as uncertainties.    The need to develop (and design) Social Business Strategies as opposed to thinking only at the social media level is more paramount than ever. 

Buyer Personas 100

Buyer Personas Business Social Media Lead Ranking 100

Tony Zambito

FEBRUARY 5, 2017

Depending on which statistics you read, the common thread in the past few years has been that content marketing effectiveness has been declining. Whereby companies were beginning to feel the effect of attempts to grow through content without first attending to the heart of the matter: designing digital interactions, environments, and systems.

Digital Transformation 50

Digital Transformation Buyer Personas Broadcasting Leads 50

Tony Zambito

SEPTEMBER 8, 2010

.  The seller centric world of yesteryears has literally been turned upside down as buyers are seemingly in more control than ever and traditional strategies no longer are effective.   The path to sustaining growth strategies is through creating innovative and rewarding buyer experiences that help buyers to meet their goals.

Buyer Personas 100

Buyer Personas Buying Cycle B2B Lead Ranking 100

Tony Zambito

JANUARY 25, 2010

  They can be helpful but will seem out of context in a buying environment. In our world of buyer personas, the intersection of three areas of goals can lead to the disruptive insight that can help propel a business entity to gain the competitive edge.   As noted in Buyer Persona 2.0-Part

Buyer Personas 100

Buyer Personas Lead Ranking Customer Satisfaction Correlation 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. . To some degree, they have helped to manage the challenge of bringing a tighter focus to the SMB segment and its’ sub-market segments.

SMB 100

SMB Enterprise Management Buyer Personas Marketing Management 100

Tony Zambito

MAY 8, 2011

  Having spent the last decade or more in the arena of buyer persona development and researching buyer behaviors within business cultures, I’ve come to a conclusion that there are no silver bullets and no specific technology that is going to be the one thing that magically gives us the Rodney King moment – “can’t we all get along?” . 

Buyer Personas 100

Buyer Personas Content Marketing Content Buying Cycle 100

Tony Zambito

MAY 17, 2010

   How can B2B businesses achieve more efficiency as well as effectiveness in their content marketing initiatives?    There is a direct correlation to the depth of understanding buyer’s goal orientation to the effectiveness of content marketing. 

Buyer Personas 100

Buyer Personas B2B Marketing B2B Content 100

Tony Zambito

NOVEMBER 15, 2010

  Let’s look at each role briefly: Buyer Experience Strategist : in this role, one examines buyer strategy, buyer insights, and developing end-to-end journeys that enable buyers to buy.   It is very possible we may be having the wrong debate. . 

Buyer Personas 100

Buyer Personas Paid Search Agency Buying Cycle Lead Ranking 100

Tony Zambito

MAY 22, 2011

  This is a follow up article that looks at the methods for helping B2B to research and gain valuable insights about the social buyer.    Coincidently, my thoughts come at a time when the LinkedIn IPO and valuation has sent a ripple effect in the B2B business community.  Next: Communicating Social Buyerology.

Research 100

Research Buyer Personas Multi-Channel Validation 100

Tony Zambito

MARCH 24, 2010

  Thus, diluting the essence of how they can help an organization receive the game-changing affects from investing in Buyer Persona 2.0   Buyer Personas provide senior leaders with qualitative-based insights that helps bring to life the quantitative-based, and sometimes often over-emphasized, analytical insight.

Buyer Personas 100

Buyer Personas Marketing & Strategy Buying Cycle Forecasting 100

Tony Zambito

MARCH 1, 2010

  Thus, diluting the essence of how they can help an organization receive the game-changing affects from investing in Buyer Persona 2.0   Buyer Personas provide senior leaders with qualitative-based insights that helps bring to life the quantitative-based, and sometimes often over-emphasized, analytical insight.

Buyer Personas 100

Buyer Personas Marketing & Strategy Forecasting Analytics 100

Tony Zambito

FEBRUARY 10, 2012

The tools of the single buyer model are no longer effective. They can best be characterized as only helpful today but not revealing. They are problematic in today’s world as they are fraught with many built-in assumptions that were developed over the years. What Are The Dangers?

Lead Ranking 100

Lead Ranking B2B Marketing Buyer Personas B2B 100

Tony Zambito

SEPTEMBER 20, 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 Buyer's Journey Digital Marketing Funnels 100

Tony Zambito

DECEMBER 12, 2010

  One critical response is to develop strategies designed to innovate the sales experience for buyers.    These buyer persona playbooks enable sales teams to help buyers consider options as well as offer insight to buyers on how issues and problems can be addressed.

B2B Sales 100

B2B Sales Buyer Personas Multi-Channel B2B 100

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 15, 2010

These types of questions can help create an understanding of who the target buyer is and how best to approach from a selling and perhaps content marketing perspective. At this stage in the next generation of buyer persona modeling and development – Buyer Persona 2.0 , it is my belief that a new standard definition of buyer perso na is needed.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles Profiling Lead Ranking 100

Tony Zambito

MAY 20, 2012

This June marks ten years since the first buyer persona development methodology was pioneered and launched by the firm Goal Centric now called Buyerology. I was privileged to be a witness and participant to the development of the goal-based modeling methodology created by a cast of innovative thinkers for design personas focused on users.

Buyer Personas 100

Buyer Personas Lead Ranking Demand Generation Agencies Ideal Customer Profiles 100