Tony Zambito

JANUARY 13, 2022

The world is a completely different one than existed in 2001 when buyer personas were first introduced. In many interviews with buyers who have worked with companies utilizing buyer personas as intended, they report better relationships and better returns. . The 20th Anniversary of Buyer Personas Survey To Help Determine Usefulness.

Buyer Personas 195

Buyer Personas Customer Surveys Advertising Agencies Paid Search Agency 195

Tony Zambito

APRIL 26, 2021

Working from home, for many buyers, is either proving to be chaotic and unfocused or fraught with unending pressure. On one hand, I like working from home and not worrying about driving to the office. On the other hand, the company thinks work from home means you are available 24/7. What can CSOs do differently, then?

Buyer Personas 153

Buyer Personas Outreach Buy Studies 153

Tony Zambito

NOVEMBER 4, 2020

As Covid-19 impacts every aspect of our work and life, we’ve seen two years’ worth of digital transformation in two months.” — Satya Nadella, Microsoft CEO. What is different, qualitatively, is buyers appear to be expanding their online research further into the purchase decision process. It is possible this has moved to 80% To 85%.

B2B 202

B2B Buyer Personas B2B Sales Buyer's Journey 202

Tony Zambito

MAY 29, 2021

What we do know is that buyers are living and working in a new reality. When I have been asked to examine previous buyer persona work, there are several issues I typically see. Recent interviews indicate strongly that these are metamorphizing into collective buying networks that operate in completely different ways.

Top of Funnel 162

Top of Funnel Buyer Personas B2B Buyer's Journey 162

Tony Zambito

SEPTEMBER 29, 2018

Understanding, for example, how two people come together to make a choice can be vastly different when ten people are involved. How much more different will they be enabled by 2020 is key human-centric insights needed by CMO’s and other leaders. How We Work. Digital Experiences.

CMO 176

CMO Analytics Network Marketing Planning 176

Tony Zambito

OCTOBER 3, 2018

Insights-Driven Sales Transformation Is Different Than Insight-Selling. Different Buyers and Roles In The Future. Meaning new buyers and customers will have different ways of thinking, networking internally, and making choices. Insight-selling places emphasis on sales reps delivering helpful insights to potential buyers.

Enterprise Management 169

Enterprise Management B2B Thought Leadership Urgency Marketing Work Management 169

Tony Zambito

MAY 7, 2021

What is different today versus the earlier 2000s is the pace of change is much more rapid as well as substantial. 4 – Work Better With Agencies. Marketing and Sales Leaders Can Increase Their Value Through In-House Buyer Insights and Buyer Persona Development Capabilities.

Buyer Personas 220

Buyer Personas Allocation Paid Search Agency Advertising Agencies 220

Tony Zambito

APRIL 27, 2020

How we work, travel, communicate, relate, and aspire towards goals will all look and feel different. A cataclysmic global pandemic will alter many facets of life as we know it. Creating, not a “new normal,” but a new world of existence.

Buy 182

Buy Buyer Personas Ideal Customer Profiles Amazon 182

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. What we can be sure of is the buyer insights of the future will be fundamentally different than the buyer insights of the past. Escaping The Bubble.

Digital Transformation 253

Digital Transformation Buyer Personas Lead Ranking B2B 253

Tony Zambito

JUNE 26, 2016

Fraught with confusion surrounding questions such as: exactly what constitutes an audience and is there really a difference between buyers and audiences? Questions I often receive when working with CMOs specific to B2B. Because these are different, in theory, from your buyer personas.

Buyer Personas 104

Buyer Personas Research B2B Fulfillment 104

Tony Zambito

JULY 1, 2016

One such company I have had the privilege of working with recently, GE , has been preparing for such an event through a specific localization strategy. Another organization I have had the privilege of working with is Thomson Reuters. But how the Leave vote and the Remain vote differed by ages and education. GE CEO, Jeffrey R.

Buyer Personas 101

Buyer Personas Planning Business Paid Search Agency 101

Tony Zambito

JANUARY 22, 2017

When the concept of buyer personas was first launched in 2001, the world was a very different place. Which, is not very different in thinking from when the idea of “account-based” was first introduced. Altering and reorganizing how people and businesses work, compete, create value, socialize, interact, and ultimately earn profits.

Buyer Personas 100

Buyer Personas Digital Transformation Enterprise Management Account Based Marketing 100

Tony Zambito

JANUARY 29, 2017

A recognition of a world very different from that of sixteen years ago. Based on works with several leading companies undergoing digital transformation and emerging companies in B2B digital platform markets, what follows are developing approaches applicable for generating insights and personas leading to new growth strategies.

Digital Transformation 100

Digital Transformation Buyer Personas Ideal Customer Profiles B2B Thought Leadership 100

Tony Zambito

JULY 17, 2016

People and professionals in organizations can have different intentions while working towards the accomplishment of organizational, as well as, individual goals. Understanding the difference between intent-driven and goal-driven behaviors allows for deeper levels of understanding buyers (customers). Transformation by Yu Luck.

Intent 100

Intent Buyer Personas CMO Work Management 100

Tony Zambito

SEPTEMBER 6, 2016

If you are a CMO or a marketer and you find yourself having a sudden realization that perhaps you are not quite sure of the differences, you will be in a lot of good company. However, there is little difference between the profiling of priorities and initiatives and goals in these types of profiles. Buyer Profiling.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles Segmentation Profiling 100

Tony Zambito

NOVEMBER 22, 2015

At any given time, customers and buyers may have multiple scenarios occurring, which require different types of interactions and responses. This is very different than what exists today. It is not uncommon to find different groups, departments, or divisions working on one of these elements without the other knowing about it.

Buyer Personas 100

Buyer Personas Lead Ranking Buy Research 100

Tony Zambito

APRIL 19, 2012

Hitting the target within the strike zone with a variety of different pitches is what separates Cy Young award winners from ordinary pitchers. Their ability to target different parts of home plate with predictable ball movement is an amazing skill and if you have it – you can earn millions playing the game.

Lead Generation 100

Lead Generation Lead Ranking Tactics Buyer Personas 100

Tony Zambito

NOVEMBER 8, 2015

Here are important elements based on working with organizations over the past fifteen years who have utilized an experience mapping approach to achieve customer-centered strategies: Get to know your buyer : companies today are beginning to understand the need to go beyond data analytics.

Buy 100

Buy Buyer Personas Acquisitions Correlation 100

Tony Zambito

APRIL 16, 2012

After two or three years, there is still much frustration that some of these new tactics are not working. Do you know enough about your buyers to discern the difference between strategies and systems designed to do activities to the buyer versus with the buyer?

Sales Management 100

Sales Management Top of Funnel Planning Demand Generation 100

Tony Zambito

DECEMBER 20, 2015

As many of my readers know, I have been harping on the difference between buyer profiling data versus truly understanding the goals and goal-directed behaviors of buyers. Another result of the survey I particular welcome seeing is of those who exceeded their goals, nearly 94% researched drivers and motivators.

Buyer Personas 100

Buyer Personas Research Studies Demand Generation Agencies 100

Tony Zambito

MARCH 30, 2012

In a span of 5-7 years we find ourselves in a drastically different world. Buyers today – with SMB buyers a significant part of this picture – are creating new ways of working and conducting business. We wound up having a discussion on some of things we’ve been working on. Wasn’t pushy or anything like that.”.

SMB 100

SMB Advertising Channels Enterprise Management Work Management 100

Tony Zambito

AUGUST 2, 2011

.  For example, you can have two senior IT executives working in different corporations and environments.    Recent qualitative research I’ve conducted show early signs that buyers really do not see anything different. 

Buyer Personas 100

Buyer Personas Viral Marketing Ideal Customer Profiles B2B Sales 100

Tony Zambito

OCTOBER 13, 2011

  I think there is a big difference and let’s look at a few important areas: Budgeting.   If you haven’t worked with human resources for several years to examine new talent requirements for true systemic changes, then this could be a good starting point.  Let’s start with the money trail. 

Cross-Selling 100

Cross-Selling Training Paid Search Agency Inbound Marketing 100

Tony Zambito

SEPTEMBER 8, 2010

  A CEO today must think in a much broader context than the myriad of different approaches that have arisen over the past few years to respond as well as adapt to the transformative events taking place in B2B markets. 

Buyer Personas 100

Buyer Personas Buying Cycle B2B Lead Ranking 100

Tony Zambito

MARCH 13, 2011

Joseph Pine II and James Gilmore published The Experience Economy : Work is Theatre and Every Business is a Stage.    Buyers, in the new buyer experience economy, appear to want entirely different conversations.     This is most notable in the B2B spectrum of marketplaces. In 1999, B.   Far from it. 

B2B Sales 100

B2B Sales Paid Search Agency Barriers Work Management 100

Tony Zambito

JANUARY 5, 2011

.  Understanding what buyers are doing in the lead generation to sales cycle gap is proving to be a competitive difference maker.   It also redefines marketing’s role in terms of just lead generation to that of working in tandem with sales through the entire end-to-end process of revenue generation and management. 

Buyer Personas 100

Buyer Personas Lead Ranking Work Management Buying Cycle 100

Tony Zambito

FEBRUARY 7, 2012

Take a hard look at it and see if it is any different than the phone – what are you requiring of visitors to do to get an ounce of information? Identifying buyer needs and goals, before you know who they are, are going to make the difference between surviving the next revolution and being exiled.

Demand Generation Agencies 100

Demand Generation Agencies Wikipedia Demand Generation Buyer Personas 100

Tony Zambito

JULY 24, 2011

.  While the social customer ecosystem in the B2C market space is still legions ahead of B2B, it behooves B2B executives to not fall prey to the false sense that the comparative differences means they have to pay little attention.    You have to pick and choose.”. Sales: “Look, I’ve been around a while. 

Peer-to-peer 100

Peer-to-peer Buyer Personas Allocation Social Networks 100

Tony Zambito

OCTOBER 4, 2015

The first thing marketers will need to recognize is goals are different than what we tend to think in the world of business. Trying To Connect On An Impersonal “Business-Speak” Level Does Not Work. (With regards to buyer personas, I have seen the word goal used more commonly but superficially in nature.).

Direct Marketing 100

Direct Marketing Buyer Personas Allocation Ideal Customer Profiles 100

Tony Zambito

APRIL 24, 2010

In light of these evolving and emerging trends, I along with Angela Quail and those associated with Goal Centric will be examining the Digital Buyer Persona in our work going forward.  The need for businesses to discern differences between core Buyer Personas and Digital Buyer Personas will become more apparent.

Buyer Personas 100

Buyer Personas Eloqua Social Media Lead Ranking 100

Tony Zambito

MAY 13, 2008

That is, that these three variables create different prisms or lenses by which marketing and sales views the customer. Marketing and sales, through their divergent cultures, can wind up with vastly different views of the customer. Buyer Personas are archetypal or fictional representations of a company's buyer.

Buyer Personas 100

Buyer Personas Conference Marketing & Strategy Webinar Metrics 100

Tony Zambito

NOVEMBER 8, 2010

  The area of differentiation and the margin of difference becoming that of buyer experience.    This was first published in 1776 at the beginning of not only the American Revolution but of the Industrial Revolution and is considered to be the foundation of modern economic theory. . 

Peer-to-peer 100

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

Tony Zambito

DECEMBER 16, 2008

In our new dynamic world, where nothing stays the same for any long periods of time, the difference competitively may be in the ability to anticipate.   It takes some hard work and they usually cannot be created by conventional means such as culling data from sales forces.   In sports, accuracy is tied to anticipation.

Buyer Personas 100

Buyer Personas Paid Search Agency Marketing Buy 100

Tony Zambito

JANUARY 7, 2010

  Here is one basic tenet, one of several I hope to write about in a series on Buyer Persona 2.0 , that we have learned firsthand through working with Fortune 100 clients since 2002: Buyer Insight.   Buyer personas require the same significant degree of insight gathering however the focus is different than that of user personas.

Buyer Personas 100

Buyer Personas Lead Ranking User-Generated Content Barriers 100

Tony Zambito

FEBRUARY 10, 2012

The single buyer model had worked well right up to the advent of the Internet and email. What occurred to me is that our customers have become highly educated folks and were of a different background of let’s say fifteen years ago. The single buyer model no longer works in this new complex world. How Did We Get Here?

Lead Ranking 100

Lead Ranking B2B Marketing Buyer Personas B2B 100

Tony Zambito

OCTOBER 25, 2010

  Mead’s work concerned itself with human interactions and the symbolic nature of the world and languages.  .  An interesting man and pioneer of this thinking was George Herbert Mead , an American sociologist, psychologist, and philosopher who developed his theories while at the University of Chicago in the 1920’s. 

Design 100

Design Buyer Personas B2B Thought Leadership Multi-Channel 100

Tony Zambito

DECEMBER 2, 2011

  Mapping has value if performed in a different context.    When working with a supplier for example, we want to be able to learn something about how to handle these new situations.”. .    Do they prevent buyers from finding the information they need that furthers their intelligence? The Future.

Trends 100

Trends Buyer Personas Lead Ranking Content 100