Tony Zambito

NOVEMBER 4, 2020

It is being used to describe the effects of COVID-19 in shaping B2B buyer behaviors. The effect is that certain types of decision processes can be made quicker. Accelerant. A word we are beginning to hear and see more often. Pre-pandemic, it was expected buyer behavior trends may evolve over a five to ten-year period.

B2B 202

B2B Buyer Personas B2B Sales Buyer's Journey 202

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. There is no disillusionment then on why content marketing effectiveness cannot break out of the only one-third bracket, in the last five years, of being considered effective to very effective in recent surveys.

Ideal Customer Profiles 100

Ideal Customer Profiles Leads Lead Marketing Qualified Leads 100

Tony Zambito

FEBRUARY 2, 2022

Whether such events are environmental, political, global, economic, innovation, or crisis-related, the ripple effect is bound to touch an already fragile state of buying. Each month now presents new potential events that can throw people off course.

Ad Building 228

Ad Building Blast Campaigns Broadcasting Forecasting 228

Tony Zambito

JANUARY 21, 2022

Without realizing it, organizations can create the effect of a hamster on a wheel. That the acts of processing information and gathering intelligence become the dominant center of strategies related to buyers and customers. Failing to get off the wheel to achieve the aspiration of gaining critical insights.

Marketing AI 204

Marketing AI Buyer Personas Marketing & Strategy Act-On 204

Tony Zambito

OCTOBER 18, 2015

Predominantly, the majority of these efforts to understand the individual buyer were taking place to improve sales effectiveness. The irony is marketing has, in effect, been repeating the same cycle as sales did in the 1990’s. The numbers bear this out as seen by several surveys showing content marketing effectiveness declining.

Ideal Customer Profiles 100

Ideal Customer Profiles Profiling Buyer Personas Marketing Management 100

Tony Zambito

FEBRUARY 19, 2022

The budding crisis in Ukraine could have a ripple effect on globalization receding further and costs of production rising via spikes in oil prices. However, the pandemic has increased the mindset of sourcing from within first. This could impact global expansion growth. A crisis to keep an eye on.). Slower Growth.

B2B 195

B2B Digital Transformation Forecasting Research 195

Tony Zambito

JANUARY 24, 2016

Most survey results in the past two to three years related to content marketing effectiveness has shown that only approximately a third of business marketers considered their content marketing efforts to be effective to very effective. 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 2, 2021

These will have a radical effect in two significant ways: 1 – Buyer Interaction preferences will change. In the next few years, we will see the introduction of new digital technologies, emerging millennial leaders, new buyer interaction design , and a rise in self-serve buyer-seller interaction capabilities.

Buyer Personas 294

Buyer Personas B2B Sales B2B Interactive Marketing 294

Tony Zambito

JANUARY 21, 2021

Businesses have been and will always have an element of improving operational efficiency and effectiveness. Whatever progression of thoughts, efforts, inertia, and analysis that has gone into making choices or decisions is hindered by uncertainty. 2 – Operational. With the emphasis on lowering costs as drastically as possible.

B2B Sales 221

B2B Sales Trust Marketing B2B Marketing Paid Search Agency 221

Tony Zambito

JANUARY 14, 2022

One key insight is disruptions in supply chains, for manufacturers and high tech, tend to have a ripple effect. The story, however, is much deeper than this. I have performed several engagements in the supply chain space. Especially in businesses that converted over the last few decades to just-in-time processes.

Buyer Personas 234

Buyer Personas Startups Planning Positioning 234

Tony Zambito

MAY 24, 2021

Losing the intended effects with buyers. One such thought leader in this space is Michael Brenner and his take on empathetic marketing. It is possible, however, that empathy is demonstrated in “quick to answer” manners. Demonstrating empathy balanced with humility means being open to learning, exploring new ideas, and displaying curiosity.

Ad Building 303

Ad Building Buyer Personas Trust Marketing B2B Sales 303

Tony Zambito

JANUARY 13, 2022

For instance, we saw sales knowledge and effectiveness ramp up shortened by months. The years 2001-2003 in these engagements were groundbreaking and helped to establish the value of buyer personas for informing buyer strategy and tactics. The results and outcomes were equally revealing. And revenues increased by nearly 20%.

Buyer Personas 195

Buyer Personas Customer Surveys Advertising Agencies Paid Search Agency 195

Tony Zambito

MAY 12, 2021

The problem you have to look out for is that many buyer personas efforts are in effect buyer profiling exercises done without an eye towards personalization. Buyer personas , when researched qualitatively, can help you to make personalization matter. Consisting of generic forms of background information passed off as a way to personalize.

Buyer Personas 221

Buyer Personas Marketing AI Personalization B2B Sales 221

Tony Zambito

MAY 10, 2021

That they, in effect, lose their intended purpose after a while. B2B Organizations Must Reinvent To Accomplish Buyer-Aligned Strategies Post-Pandemic. In the lexicon of business, especially B2B, words and phrases can take on so many different meanings. What does that actually mean today?

Top of Funnel 215

Top of Funnel B2B Sales Buyer Personas Process 215

Tony Zambito

OCTOBER 26, 2015

Seeing and observing the difficulties their potential buyers had in providing support to their international customers enabled the organization to develop enhanced content, as well as, effective sales conversations. Which, at its origins, was and still is predicated on the use of ethnographic research. This has never been more important.

Buyer Personas 100

Buyer Personas B2B Paid Search Agency Ideal Customer Profiles 100

Tony Zambito

OCTOBER 4, 2015

Additionally, the effectiveness of B2B content marketing is dropping. The latest B2B Marketing Benchmark Study, jointly produced by the Content Marketing Institute and MarketingProfs , indicate the percentage of B2B marketers who believe their organizations are effective at content marketing has dropped to 30% from 38%.

Direct Marketing 100

Direct Marketing Buyer Personas Allocation Ideal Customer Profiles 100

Tony Zambito

OCTOBER 9, 2015

Perhaps not as drastic as the Dow falling by 8%, but to see the percentage of marketers who believe their content marketing was effective drop to 30% from 38% in one year is a revelation. There is a strong correlation between buyers indicating content received is useless and marketers who believe their content marketing is not effective.

Effectiveness 100

Effectiveness Buyer Personas Content Marketing Forrester 100

Tony Zambito

MAY 21, 2021

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. And yes, giving less attention to content that fails to connect. We will not see a return to an old reality. But a new reality will emerge.

Buyer Personas 197

Buyer Personas Intent Signal B2B Sales Interactive Marketing 197

Tony Zambito

APRIL 30, 2021

In the misfortunes of life, DNA instruction abnormalities can have drastic, sometimes catastrophic, biological effects. Without such DNA-type instructions or insights, it will make it very difficult for marketing and sales capabilities to evolve. Far too often, organizations, be they B2B or B2C, can lack in their understanding of buyer goals.

Buyer Personas 176

Buyer Personas B2B Sales Organic Leads Profiling 176

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

DECEMBER 20, 2015

These facts from the 137 respondents, from a variety of roles primarily in marketing, shows a strong correlation between the use of qualitative research and the effectiveness of buyer personas. Documentation Leads To Effectiveness. While 82% of those who exceeded their revenue goals conducted qualitative research. Will you help?

Buyer Personas 100

Buyer Personas Research Studies Demand Generation Agencies 100

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. The Buyer Outlook Insights study will bring timely and essential insights to participating organizations about when and how to stage active marketing and selling strategies.

Studies 162

Studies Buyer Personas Paid Search Agency Sample 162

Tony Zambito

MARCH 6, 2017

The following is a video featuring George Westerman of MIT Sloan discussing the importance of effective leadership and vision when leading an organization through digital transformation. Effective leadership is informed leadership. And, find themselves in a world they do not recognize.

Digital Transformation 253

Digital Transformation Buyer Personas Lead Ranking B2B 253

Tony Zambito

DECEMBER 13, 2015

The real intent of buyer persona development and in-depth buyer research is to understand the effect of goal-directed behavioral and underlying influences on buyer decisions. The so-called second layer.

Buyer Personas 100

Buyer Personas Lead Ranking B2B Sales Research 100

Tony Zambito

JANUARY 22, 2017

The results have been a decline in content marketing effectiveness. However, many organizations are attempting to grow through these means without attending to what matters first and foremost – the design of digital interactions, environments, and systems.

Buyer Personas 100

Buyer Personas Digital Transformation Enterprise Management Account Based Marketing 100

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.”. Scenario-driven buyer persona development is especially effective for B2B complex marketing and sales.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles B2B Marketing Paid Search Agency 100

Tony Zambito

DECEMBER 23, 2020

The prevalent uncertainty of the COVID-19 pandemic in 2020 will remain and be a part of 2021. There is no getting around it. The inevitable surge of the winter months into spring of 2021 will make sure of that. While vaccines offer a pathway to an increase in business activity beyond the computer screen, it is still a ways off.

Marketing AI 235

Marketing AI Account Based Marketing Fulfillment Interactive Marketing 235

Tony Zambito

APRIL 17, 2016

This coincides with previous studies and surveys showing content marketing effectiveness continues to be an enormous struggle. This has not only led to more effectiveness with existing services but also allowed both marketing and sales to engage with new participants, new situations, and new processes. The correlation is evident.

Buyer Personas 100

Buyer Personas Research Personalization Marketing Budget 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

JUNE 6, 2017

The rapid rise of data analytics is causing the opposite effect. It goes something like this: After decades of senior management making decisions on quantitative data alone, a movement began to incorporate more “voice of the customer” into decision-making at the advent of a new century. This may be hard to see happening.

Marketing AI 214

Marketing AI Paid Search Agency Buyer Personas Companies 214

Tony Zambito

APRIL 26, 2010

  When the wire mesh effect happens it is a result of three problems: Buyer persona creation is viewed as a composite profiling exercise and not a development process with distinct stages. The downside to the wire mesh effect is that it perpetuates the attempt to fit buyers and segments into neat boxes. 

Buyer Personas 100

Buyer Personas Rules Wikipedia Social Media 100

Tony Zambito

DECEMBER 5, 2010

  The first is adapting to the limitations imposed by the lasting effects of the recession.  The year 2011 will be the beginning of companies adapting more intensely to the changing landscape of buyer behavior caused by the lasting effects of the recession and the advent of the digital and social age.

Trends 100

Trends Buyer Personas AIDA Buyer's Journey 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

FEBRUARY 14, 2011

.  As a long-time advocate and proponent of the use of user, consumer, and buyer personas, it is important for content marketers to fully grasp the power of personas to help them reach this deep understanding that is a prerequisite for effective content marketing. While

Design 100

Design Content Marketing Planning Buyer Personas 100

Tony Zambito

JANUARY 7, 2010

During the previous decade, we’ve seen a growing acceptance for the use of buyer personas to help guide effective product, sales, and marketing planning.   First, let’s establish that it takes a set of attributes, skills, and experience to be effective at garnering profound insight.

Buyer Personas 100

Buyer Personas Lead Ranking User-Generated Content Barriers 100

Tony Zambito

APRIL 27, 2011

    Scenarios that contain robust narratives can be very effective in describing as well as imagining the buyer’s interaction with a company’s touchpoints – be they in-person, telephonically, or socially.      All good stories have good context as well as good narratives. 

Buyer Personas 100

Buyer Personas Storytelling Touchpoints Interactive Marketing 100

Tony Zambito

FEBRUARY 9, 2010

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.   However, the buyer persona must see how a product or service will make his team of users more effective in accomplishing business and market goals.

Buyer Personas 100

Buyer Personas B2B Sales Forecasting Marketing Management 100