Tony Zambito

DECEMBER 14, 2020

An example from our Center for Buyer Insights Buyer Outlook Study : “Here’s the thing, while we have seen a tremendous spike, we know it is not normal. Throughout our upbringing, education, and work experiences we have been ingrained to be confident. That it can turn on a dime. We know that. This is natural.

Ad Building 271

Ad Building Urgency Marketing Case Studies B2B Sales 271

Tony Zambito

OCTOBER 22, 2020

The future of work will be a strong correlation as B2B companies return less of their workforce to offices due to the pandemic. Big tech and other industries are preparing their workforces to remain working from home remotely throughout 2021. Here is one example: “Our secondary supplier is woefully underprepared for the pandemic.

Design 226

Design Buyer Personas B2B Sales Interactive Marketing 226

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. Recent surveys (by McKinsey for example) also indicate that CEO’s are lacking confidence in marketing to apply critical commercial thinking to their businesses.

Digital Transformation 253

Digital Transformation Buyer Personas Lead Ranking B2B 253

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. For example, a significant shift during the pandemic has been the accelerated preference for digital-first and seller-free interactions.

Top of Funnel 162

Top of Funnel Buyer Personas B2B Buyer's Journey 162

Tony Zambito

MAY 31, 2017

It is an example of how an old concept can be recycled and be claimed anew again. Particularly when working with large enterprises. For example, if an organization adopted Miller Heiman, sales began their efforts with filling out as much of the “blue sheets” as possible. Illustration by Gregor Cresnar. Common Thread.

Account Based Marketing 211

Account Based Marketing ABM Digital Transformation Paid Search Agency 211

Tony Zambito

OCTOBER 3, 2018

For example, in a recent buyer insights study completed for the ride-hailing entity Lyft, it was found that several industries are adopting digital means of managing enterprise-wide transportation at an accelerated rate than anticipated. While this may be an extreme example, the risk of being perceived in this way is ever so present.

Enterprise Management 169

Enterprise Management B2B Thought Leadership Urgency Marketing Work Management 169

Tony Zambito

MARCH 12, 2017

For example, many legacy B2B companies have consistently put forth a tremendous amount of effort and resources into trying to achieve a 2% to 5% bump in annual revenues. Just as well, the realization also has materialized that what has worked in the past, is not working today when it comes to understanding buyers.

Buyer Personas 251

Buyer Personas B2B Digital Transformation B2B Sales 251

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 We Work. Plain and simple, how we work today has changed drastically in the last decade. You can bet that context that is meaningful today to a decision will change again by 2020.

CMO 176

CMO Analytics Network Marketing Planning 176

Tony Zambito

JANUARY 29, 2017

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. Thoughts are presented within the context of an evolving era of digital transformation.

Digital Transformation 100

Digital Transformation Buyer Personas Ideal Customer Profiles B2B Thought Leadership 100

Tony Zambito

JUNE 26, 2016

Questions I often receive when working with CMOs specific to B2B. For example, some content marketing pundits believe you should separate out audience personas. 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

OCTOBER 23, 2016

These four behavioral areas are being impacted, as well as, converging: (Market) Organizational Behaviors : How people work and interact in work environments today is significantly changing. 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

NOVEMBER 22, 2015

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. 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

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. Some have been busy preparing for such a day. GE CEO, Jeffrey R. They have been busy on two fronts.

Buyer Personas 101

Buyer Personas Planning Business Paid Search Agency 101

Tony Zambito

OCTOBER 3, 2011

Below is a simplified version of such a scorecard:      In the example below, you will see a red flag around implementation support suggesting improvement.    For example, what exactly do buyers’ value in implementation support ? . Based on a work at www.goalcentric.com. Unported License.

High Quality Lead 100

High Quality Lead Differentiation Social Networks Paid Search Agency 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

JANUARY 24, 2016

For example, one shiny object has been content marketing. Such a guiding framework based on buyer research and a communications platform consisting of personas can help ensure the organization is working in concert towards helping customers to achieve their goals.

Planning 100

Planning Buyer Personas Paid Search Agency Marketing & Strategy 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. For example, we see plenty of hyperbole around the buyer’s journey today. Transformation by Yu Luck.

Intent 100

Intent Buyer Personas CMO Work Management 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

SEPTEMBER 6, 2016

For example, accounting software designed for independent accountants who consult can include segments of independent accountants and accounting firms. CMOs and CSOs today can work together on developing a three-dimensional view of customers and buyers in a concentric manner. And, it can help gauge the size of a market opportunity.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles Segmentation Profiling 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

JUNE 5, 2016

Recent research by SiriusDecisions found that for 80% of B2B buyers surveyed, customer experience counted as the top significant reason why they chose to work with a specific provider over another. For example, an overt focus on the rational preferences of people on the content they prefer – while in the 20% mode of their buying decisions.

Buyer Personas 100

Buyer Personas Research B2B Correlation 100

Tony Zambito

JANUARY 22, 2017

Altering and reorganizing how people and businesses work, compete, create value, socialize, interact, and ultimately earn profits. Some of the well-known examples include Uber, Amazon, and Airbnb. In the past five years, we have seen the emergence of a rapidly growing platform economy.

Buyer Personas 100

Buyer Personas Digital Transformation Enterprise Management Account Based Marketing 100

Tony Zambito

JUNE 13, 2011

  For many in the world of B2B Marketing, for example, it is hard to resist the impulse to plan for very action-oriented campaigns.    Either they worked or didn’t work.    And, when they didn’t work they are shelved.    Organic.

Buyer Personas 100

Buyer Personas Peer-to-peer Planning Viral Marketing 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. Trying To Connect On An Impersonal “Business-Speak” Level Does Not Work. These attempts are impersonal and fact-based.

Direct Marketing 100

Direct Marketing Buyer Personas Allocation Ideal Customer Profiles 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. 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.

Sales Management 100

Sales Management Top of Funnel Planning Demand Generation 100

Tony Zambito

APRIL 21, 2010

  For example, during the insights gathering, uncovered is a promising new market potential.    Market research can go to work then trying to figure out what the size of the market may be and validate the potential. 

Buyer Personas 100

Buyer Personas Rules Sample Validation 100

Tony Zambito

DECEMBER 16, 2008

  For example, an All-Pro quarterback is often touted for his pinpoint accuracy.   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.   First, how do you get to these scenarios? .

Buyer Personas 100

Buyer Personas Paid Search Agency Marketing Buy 100

Tony Zambito

FEBRUARY 10, 2012

The single buyer model had worked well right up to the advent of the Internet and email. as examples, have completely erased the barrier to information and allow buyer networks to operate as one and to weigh-in on purchase decisions. 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

DECEMBER 2, 2011

  When working with a supplier for example, we want to be able to learn something about how to handle these new situations.”. .  As one senior executive interviewed put it: “We are confronted with new situations every month.    Situations we’ve not encountered before.  The Future.

Trends 100

Trends Buyer Personas Lead Ranking Content 100

Tony Zambito

AUGUST 21, 2011

  After all, some of the Apple iPad challengers have features that work well, offer more technology than Apple iPad, and synch up well with email.  The marketing that launched and continues for the Apple iPad 2 is a clear example of knowing your audience and ultimate buyers.    So what gives? . 

Distribution 100

Distribution Buy Marketing & Strategy Marketing 100

Tony Zambito

AUGUST 2, 2011

  For example, you can have two senior IT executives working in different corporations and environments.    It will give you a chronological stage view perhaps but will not give you meaningful social contexts that can reshape strategies. 

Buyer Personas 100

Buyer Personas Viral Marketing Ideal Customer Profiles B2B Sales 100

Tony Zambito

DECEMBER 19, 2010

  This is not going to plain work anymore!    Over used yes but the best example is Apple.    Over used yes but the best example is Apple.    They all got it: the content was all about their product and them and nothing about the buyer. 

Top of Funnel 100

Top of Funnel Trends Conversion Buyer Personas 100

Tony Zambito

NOVEMBER 11, 2020

In the last one hundred years, there are many examples. A few years ago, we engaged in groundbreaking work with HP whereby we looked deeply at the buying processes of their Information Services clients. Powered by advancements in digital technologies affecting how we work and buy in a rapidly changing world. Framework.

B2B Sales 226

B2B Sales B2B Loyalty Buy 226

Tony Zambito

OCTOBER 9, 2015

Whereby both are in agreement the majority of content marketing, as it exists today, is not working. What is important to point out, as Forrester does, is the usual profiling of buyers involving the gathering of business and sales intelligence is simply not working nor can you build an effective messaging framework from such.

Effectiveness 100

Effectiveness Buyer Personas Content Marketing Forrester 100

Tony Zambito

FEBRUARY 22, 2012

With this comes the realization that some of the embedded thinking about how to reach and market to buyers are not working well. Making the wrong choice, for example, on a software platform designed to measure quality of manufactured parts could have drastic affects downstream with OEMs and distribution.

Top of Funnel 100

Top of Funnel B2B Sales Marketing Funnels Wikipedia 100

Tony Zambito

APRIL 20, 2011

  For example, we could survey buyers and find, as in this Mashable infographic , that 86% B2B buyers use social media and that 32% engage with social media on a daily basis.  Work and play environments continually are altered by new technologies each year.  Environments.   Goals.

Buyer Personas 100

Buyer Personas Marketing & Strategy Wikipedia Social Media 100

Tony Zambito

FEBRUARY 22, 2010

  Most sales and marketing teams are working from lists of market segmentation data that is focused on markets, roles, company names, products, employees, and the list can go on and on – and on.   For example, an IT services provider can mandate that “we are going to target the C-Level or C-Suite”.

Buyer Personas 100

Buyer Personas Segmentation Ideal Customer Profiles Buying Cycle 100