Tony Zambito

OCTOBER 22, 2020

Here is one example: “Our secondary supplier is woefully underprepared for the pandemic. is to enable the buyer to gain (digital) interactive information that helps them to achieve a purchase decision that solves a problem or attains a goal. It is extremely frustrating.” – Ben, Sr. (BxD) The purpose of Buyer Interaction Design

Design 226

Design Buyer Personas B2B Sales Interactive Marketing 226

Tony Zambito

NOVEMBER 4, 2020

In essence, more of a seller-free experience that goes beyond just researching for information and potential solutions. . An example: “My experience with one hasn’t been very good. I can’t seem to get the information I need. Speeding Up Of Buying Processes. Including more user-friendly experiences. Surprised actually.

B2B 202

B2B Buyer Personas B2B Sales Buyer's Journey 202

Tony Zambito

MAY 5, 2021

Buyer Personas , archetypal representations of actual buyers based on qualitative research, have been helping to inform brand storytellers about their central buyers and insights into the story of buyers. Particularly if no research or insights is gathered about the central buyer or buyers as well as the challenges they seek to overcome.

Buyer Personas 198

Buyer Personas Storytelling Brand Identity Branding 198

Tony Zambito

MAY 31, 2017

It is an example of how an old concept can be recycled and be claimed anew again. What was true then and is as true today, is the need for information and insights into accounts. For example, if an organization adopted Miller Heiman, sales began their efforts with filling out as much of the “blue sheets” as possible.

Account Based Marketing 211

Account Based Marketing ABM Digital Transformation Paid Search Agency 211

Tony Zambito

OCTOBER 26, 2020

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. Sharing information and going over what they’ve collected more often now.” – Colleen, Global Director of Procurement. are being altered significantly.

Marketing & Strategy 245

Marketing & Strategy Buyer Personas B2B Sales Interactive Marketing 245

Tony Zambito

NOVEMBER 15, 2020

A most recent example is the 2019 movie , Judy. A role or job-description buyer profile or buyer persona will leave you ill-informed. Some of our all-time favorite movies involve an actress or actor transforming into a character that made them entirely unrecognizable. And make your buyers even more unrecognizable. What To Focus On.

Buyer Personas 220

Buyer Personas Digital Transformation B2B Sales Interactive Marketing 220

Tony Zambito

MAY 29, 2021

For example, a significant shift during the pandemic has been the accelerated preference for digital-first and seller-free interactions. Delivering just-in-time content and details that inform the buyer in a way that matters to them. Altering the landscape of how buyers prefer to interact. 4 – Buying scenarios will have changed.

Top of Funnel 162

Top of Funnel Buyer Personas B2B Buyer's Journey 162

Tony Zambito

JUNE 6, 2017

For example, in banking, artificial intelligence can recognize patterns of consumer transaction activities and begin to anticipate whether consumers are wanting to perform a deposit, make a payment, or conduct a wire transfer. In B2C, this has significant value. Their customers and buyers themselves.

Marketing AI 214

Marketing AI Paid Search Agency Buyer Personas Companies 214

Tony Zambito

DECEMBER 13, 2015

It is yet another example, however, of the search to understand the process of decision-making. For example, when a new technology solution is considered for managing warehouse inventories, the tendency is to see the purchaser going through five, six, or seven neatly defined steps. Steps, Stages, Phases, And Journeys.

Buyer Personas 100

Buyer Personas Lead Ranking B2B Sales Research 100

Tony Zambito

MAY 23, 2017

For example, many companies tend to adopt different labeled marketing approaches each year, whether it be content marketing, customer experience, account-based marketing, or the many others that have cropped up. While many companies have engaged in one or all three critical areas, the struggle is in creating a cycle that informs.

B2B Marketing 227

B2B Marketing Planning Buyer Personas B2B 227

Tony Zambito

APRIL 17, 2016

For example, in a survey of 500 marketing professionals by Rapt Media, over 80% stated content personalization as their biggest challenge. For example, the advent of cloud technology is spawning all kinds of efforts to address content technology. Nor are they informed on essential design principles related to technology.

Buyer Personas 100

Buyer Personas Research Personalization Marketing Budget 100

Tony Zambito

SEPTEMBER 29, 2018

The growing use of Artificial Intelligence (AI) can most certainly be informative and insightful. Understanding, for example, how two people come together to make a choice can be vastly different when ten people are involved. -Jamie Moldafsky, CMO, Wells Fargo. What is important to note is the need for human-centric forms of insights.

CMO 176

CMO Analytics Network Marketing Planning 176

Tony Zambito

OCTOBER 7, 2018

In the form of data and analytics, organizations are hoping to glean informative insights into the purchase behaviors of their buyers and customers. For example, in an engagement study on behalf of a parts manufacturer serving the mining industry, data pointed to a significant drop in certain parts sales over a two-year period.

Marketing AI 187

Marketing AI Peer-to-peer Buyer Personas Segmentation 187

Tony Zambito

OCTOBER 14, 2018

For example, how many articles have there been about “aligning content to the stages of the buyer’s journey” in the last few years? Here is an example: “When I’m trying to solve a problem, I am on a mission, so to speak. An image of someone with a backpack going hiking seems to be one that is used often. Buyers Are On A Quest.

Marketing AI 174

Marketing AI Buyer Personas Top of Funnel Digital Marketing Funnels 174

Tony Zambito

NOVEMBER 2, 2016

Readiness can consist of: Unmet Needs and Goals : For organizations today, the imperative is to be aware and informed about unmet customer needs and goal-fulfillment aspiration. This example of market disruptions also implies that long-held value propositions can change rapidly in the digital economy.

Organization 100

Organization Enterprise Management Marketing Strategy Marketing & Strategy 100

Tony Zambito

NOVEMBER 22, 2015

Here are seven elements CEOs and their teams must develop in order to make informed decisions to achieve growth: 1 – Research, Analytics, And Insights. For example, in one buyer persona research study completed for an organization in the logistics industry, we found as manufacturers became more global, U.S.

Buyer Personas 100

Buyer Personas Lead Ranking Buy Research 100

Tony Zambito

JUNE 26, 2016

For example, some content marketing pundits believe you should separate out audience personas. Key insights that can inform audience development and engagement are found in understanding goal-directed behaviors. For example, a supply chain analytics provider I recently worked with shifted their communications to lead with scenarios.

Buyer Personas 104

Buyer Personas Research B2B Fulfillment 104

Tony Zambito

MARCH 26, 2012

This includes getting a good sense about their Buyergraphics – their attitudes, perceptions, values, information needs, and more. To help round out the SMB buyer picture, learning their attitudes towards your product, service, or technology and how these attitudes drive information needs help to get deeply descriptive.

SMB 100

SMB Enterprise Management Buyer Personas Marketing Management 100

Tony Zambito

AUGUST 14, 2016

Information Overload by Jenny Chisnell. For example, an organization I helped recently had previously utilized a framework, labeled buyer persona in name only , which consisted of a matrix of 15 plus categories. And, more importantly, truly informs on customer strategies. As a means to help inform overall customer strategy.

Buyer Personas 102

Buyer Personas Ideal Customer Profiles Profiling CMO 102

Tony Zambito

FEBRUARY 28, 2018

For example, many companies tend to adopt different labeled marketing approaches each year, whether it be content marketing, customer experience, account-based marketing, or the many others that have cropped up. While many companies have engaged in one or all three critical areas, the struggle is in creating a cycle that informs.

B2B Marketing 113

B2B Marketing Planning Buyer Personas B2B 113

Tony Zambito

OCTOBER 23, 2016

With information readily available, buying behaviors have become more self-directed, as well as, more goal-directed. vendor) information is diminishing while credibility in influencer sources is rising. For example, persona-based research can no longer be relegated to just buyer personas or user personas in a digital economy.

Enterprise Management 100

Enterprise Management Marketing Strategy Marketing & Strategy Work Management 100

Tony Zambito

OCTOBER 18, 2015

When the Internet came along, we began to see a seismic shift in how buyers gathered information and made decisions. As time progressed in the early decade of 2000 to 2010, reliance on the sales representative for product and solutions information began to diminish. The Internet Propels Buying Behavior Shifts.

Ideal Customer Profiles 100

Ideal Customer Profiles Profiling Buyer Personas Marketing Management 100

Tony Zambito

OCTOBER 3, 2011

.  Basing a scorecard approach on a generalized and presumed sense of buyer perceived value attributes mitigates the usefulness of a Buyer Perceived Value Scorecard severely for informing buyer strategies.     For example, what exactly do buyers’ value in implementation support ? .  Follow @TonyZambito.

High Quality Lead 100

High Quality Lead Differentiation Social Networks Paid Search Agency 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. Where the disconnect occurs is when CMOs and their team focus solely on profile-based information as described above.

Direct Marketing 100

Direct Marketing Buyer Personas Allocation Ideal Customer Profiles 100

Tony Zambito

MARCH 6, 2016

If this were truly the case, then for most B2B companies’ information and content marketing would be a slam dunk. Such as: To confuse a preponderance of data analytics, for example, that is focused on confirming current assumptions as “new” customer insight. Assuming customers read them, absorb them, and interpret them as intended.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles B2B B2B Sales 100

Tony Zambito

FEBRUARY 28, 2016

For example, in one organization I helped recently, they perceived there were 7 stages for a generalized buyer’s journey of their target customers. Let a buyer speak out on this: “One thing I have noticed is an uptick in emails and information sent to me. They also believed there should be 3 to 4 types of content for each stage.

Buyer Personas 100

Buyer Personas B2B Content B2B Sales 100

Tony Zambito

APRIL 21, 2010

The quest for information can be addicting.    In organizations where the leadership is mostly analytical in nature, the need for information and analysis can be interwoven into the corporate culture and is a component of every decision.  Image by kevinzhengli via Flickr.

Buyer Personas 100

Buyer Personas Rules Sample Validation 100

Tony Zambito

SEPTEMBER 28, 2010

  Take the Great Recession as pundits now call the economic crisis we faced in 2008 and onward as an example.    Take FedEx as an example.    Take FedEx as an example.    Take FedEx as an example.    Ignoring the qualitative can have severe consequences. 

Buyer Personas 100

Buyer Personas Enterprise Management Marketing Automation Services Social Media 100

Tony Zambito

APRIL 24, 2010

  For example, the recent Buyersphere Report regarding B2B use of social media commissioned by Base One of the UK is very illuminating.  Although we are beginning to get some indications of where buyers are going, (for example Facebook and Twitter) and an idea of when (i.e.

Buyer Personas 100

Buyer Personas Eloqua Social Media Lead Ranking 100

Tony Zambito

JANUARY 22, 2017

When the concept of personas was first introduced, they were introduced on the foundation of informing design strategy. In this case, the focus is on understanding the goals of buyers to inform overall marketing and sales strategies. Some of the well-known examples include Uber, Amazon, and Airbnb.

Buyer Personas 100

Buyer Personas Digital Transformation Enterprise Management Account Based Marketing 100

Tony Zambito

DECEMBER 2, 2011

  Push messaging is clearly still happening through content marketing as one buyer interviewed suggested: “The amount of incoming emails and information nowadays is just too much.    Do they prevent buyers from finding the information they need that furthers their intelligence?   Way too busy for that!”.

Trends 100

Trends Buyer Personas Lead Ranking Content 100

Tony Zambito

DECEMBER 8, 2011

  For example, a constant need or objective is to grow revenue.    Another example related to tasks is a product fulfilling the need of ease of use.    A simplified example can be that a high-tech organization has a value related to being “green” and environmentally friendly. 

Trends 100

Trends Fulfillment Work Management Marketing Management 100

Tony Zambito

AUGUST 3, 2011

.  It is important to look at the track record of experience in having conducted anthropological inspired research and being able to translate into buyer personas that inform on business models, buyer strategies, meeting market or competitive challenges, and adaptive strategies.    Involve Multi-Disciplinary Groups. . 

Buyer Personas 100

Buyer Personas Organization Viral Marketing Ideal Customer Profiles 100

Tony Zambito

OCTOBER 26, 2015

Resulting in a 3D view of buyers, which can help inform strategies related to each. In today’s robust evolution of digital technologies, CEOs and CMOs seek buyer understanding to address these three concerns. Many organizations are still relying on a win/loss perspective when it comes to understanding buyers.

Buyer Personas 100

Buyer Personas B2B Paid Search Agency Ideal Customer Profiles 100

Tony Zambito

FEBRUARY 10, 2012

Up until then, all the power of information was held in the hands of the supplier. And in most cases, there was a single buyer target that needed the closely held information. Marketing played the role of supplying information in literature form and focused on advertising. Sales role was to target the single buyer.

Lead Ranking 100

Lead Ranking B2B Marketing Buyer Personas B2B 100

Tony Zambito

APRIL 12, 2011

  As in we are engaging the buyer in the buying process for example.  Informing Content Strategy with Buyer Persona Development (customerthink.com). When the term “engage” is used in a business context, there can be a tendency to think of engaging as an act we do to others.    Related articles.

Buyer Personas 100

Buyer Personas Word of Mouth WOM Curation 100

Tony Zambito

APRIL 16, 2012

For example, many a frustrated sales rep will personally walk a buyer through systems and processes to close a deal – out of fear that the company’s own systems and processes will cause a deal to go awry. The key to aligning newer marketing and sales strategies with your systems and processes is buyer knowledge.

Sales Management 100

Sales Management Top of Funnel Planning Demand Generation 100