Tony Zambito

JANUARY 4, 2022

Including lack of adequate childcare, health, industries severely impacted by the pandemic, acting upon personal interests, and early retirement. It will dominate the next few years as we experience tectonic shifts in how business commerce evolves in a new reality. There are a variety of reasons cited. To name a few.

Interactive Marketing 242

Interactive Marketing Loyalty Act-On B2B Marketing 242

Tony Zambito

OCTOBER 11, 2010

"  It sparked a personal journey and quest around a simple phrase that Dan discussed back then: identifying how customers buy.    The use of buyer experience journey mapping is one of the, although not the sole, important means by which an organization can attain a deep understanding of how and why customers buy. 

Buyer Personas 100

Buyer Personas Marketing Automation Services Lead Ranking Conference 100

Tony Zambito

OCTOBER 18, 2010

.  Katzenberg unveiled before the audience the experiences they underwent as they tried various story boarding processes and began using revolutionary technology to create animation like never before.  The seven experience phases of the buyer journey can be labeled as: Initiative. Decision   Implement.

Buyer Personas 100

Buyer Personas Buyer's Journey Allocation Trigger Marketing 100

Tony Zambito

MAY 17, 2021

An indication the struggle is real is the new term ABX or account-based experience. However, a mindset change is needed if ABM or ABX is not to experience a greater than 50% fail rate in the next few years. 4 – Personalization Will Change and ABM Needs to Change With It. New technologies will change personalization extensively.

Account Based Marketing 224

Account Based Marketing ABM Buyer Personas Intent Signal 224

Tony Zambito

DECEMBER 23, 2020

Hyper personalization to Account-Based Marketing will discover COVID-19 has accelerated the bad versus the good of many of the approaches implemented. As business commerce continues to struggle for growth, sales forces throughout will continue to experience reduction. Marketing Will Face Buyer Backlash.

Marketing AI 235

Marketing AI Account Based Marketing Fulfillment Interactive Marketing 235

Tony Zambito

NOVEMBER 21, 2020

Most certainly other trends will evolve as a result of the COVID-19 pandemic experience. An obvious example is how the event and conference industries were confronted early on with the sudden challenge of no in-person events. And, where they are heading into the future. More Research. What new challenges do your buyers face?

Buyer Personas 255

Buyer Personas B2B Sales Research eCommerce 255

Tony Zambito

NOVEMBER 2, 2016

Web-based and mobile-based applications, further integrated into both personal and business applications on smartphone and tablet devices, caused market disruption. The impact of the digital economy has created an environment where these experiences are fused into one. In the case of Garmin, they began to explore new market strategies.

Organization 100

Organization Enterprise Management Marketing Strategy Marketing & Strategy 100

Tony Zambito

DECEMBER 19, 2010

  My recent post entitled Seven Buyer and Sales Trends to Watch in 2011 is one of those instances for me personally.    By the time they get to sales folks, whether it is in person or on the phone, they already are armed with enough information to help make a decision.  Trend 2: Reinvent the buyer experience.

Top of Funnel 100

Top of Funnel Trends Conversion Buyer Personas 100

Tony Zambito

OCTOBER 26, 2020

With air travel, conferences, and in-person meetings curtailed, innovation in this area due to COVID-19 will increase. . The coronavirus pandemic is now accelerating such trends to enable consumers and B2B buyers to configure their own solutions. In complex B2B sales and purchasing, this is the new frontier in many ways.

Marketing & Strategy 245

Marketing & Strategy Buyer Personas B2B Sales Interactive Marketing 245

Tony Zambito

OCTOBER 23, 2016

The primary course of conversation in the past few years for CMO’s and their marketing teams has centered around customer centricity, customer experience, and content marketing. Affecting how individuals make choices and decisions with organizations, as well as, personal consumer choices. by Delwar Hossain. For good reasons too.

Enterprise Management 100

Enterprise Management Marketing Strategy Marketing & Strategy Work Management 100

Tony Zambito

DECEMBER 13, 2015

These biases and perceptions are formed from experience, culture, and acquired knowledge. A way in which both buyers and marketers can make sense of such elements as bias, perceptions, intuitions, and experience is through the concept of understanding how buyers frame their goals and problems mentally.

Buyer Personas 100

Buyer Personas Lead Ranking B2B Sales Research 100

Tony Zambito

JANUARY 29, 2017

Groundbreaking experiences have led to rethinking and reinvention of insights and persona development for marketing, market insights, and market development strategies: 1 – Human Insights. Enabling broadcast and digital media to reshape their news towards a connected experience. 2 – Rapid Crowd Insights.

Digital Transformation 100

Digital Transformation Buyer Personas Ideal Customer Profiles B2B Thought Leadership 100

Tony Zambito

APRIL 27, 2011

.  What is new is that story telling is beginning to gain acceptance as a planning tool for strategies focused on buyer experience interactions and understanding the social buyer persona.    As a result, the demand as well as requirements for traditional and social interaction is increasing on the part of buyers. 

Buyer Personas 100

Buyer Personas Storytelling Touchpoints Interactive Marketing 100

Tony Zambito

MARCH 30, 2011

The entrance into the digital age and the emergence of the new buyer experience economy has challenged our understanding of who the buyer really is.  In a previous article, I offered up the notion that we are entering into the new buyer experience economy.    And this is where experience matters. 

Peer-to-peer 100

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

Tony Zambito

FEBRUARY 5, 2017

Cumulatively, having a detrimental effect on the ability of marketing to succeed in an era of digital transformation and creating digital experiences. Yet, many companies have not devoted resources to developing digital environments that foster interactions or interactive digital experiences. 2 – Broadcasting Mentality.

Digital Transformation 50

Digital Transformation Buyer Personas Broadcasting Leads 50

Tony Zambito

AUGUST 21, 2011

  It became the everyday device that cross the boundaries of personal and business use.    Mainstream Apple iPad buyers wanted a device that is easy to use, a fun experience, and something that became a part of their everyday life.  Buying Experience.   Distribution.   Marketing.

Distribution 100

Distribution Buy Marketing & Strategy Marketing 100

Tony Zambito

SEPTEMBER 6, 2016

Obviously, you would not identify a segment group of personal fitness trainers to target. What buyer profiling lacks is the ability to truly understand the goals, goal-directed behaviors , attitudes, emotions, interactions, situations, feelings, experiences, and points of views of buyers. Professions. Firmographics. Demographics.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles Segmentation Profiling 100

Tony Zambito

NOVEMBER 1, 2015

Personas can be insightful and informative towards decisions on designing user experiences, customer experiences, formulating marketing strategies, developing sales enablement programs, and devising content strategies. B2B CMOs can be caught in a maze of an organization faced with marketing complex solutions for complex problems.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles B2B Marketing Paid Search Agency 100

Tony Zambito

MAY 12, 2011

Design for Interaction : designing buyer personas should include a healthy focus on interaction that involves personal engagement - whether it is by a social technology medium, by phone, or in person.    The changing buyer is already starting to experience “content overload” and overwhelming information sorting. 

Buyer Personas 100

Buyer Personas B2B Sales B2B Buying Cycle 100

Tony Zambito

MAY 8, 2011

  Basically, if I could sum up the conversations, they believed that the content was good and can help buyers become interested however they saw that there was no means for them to personally use this content as well as to personally produce content specific for their engagements with buyers.     Related articles. . 

Buyer Personas 100

Buyer Personas Content Marketing Content Buying Cycle 100

Tony Zambito

MAY 18, 2011

  Drastically affecting how organizational as well as personal goals are established and fulfilled.   Social Experience : this represents understanding the collective experiences a buyer and/or group of buyers has both in the social networking world as well as in the offline world. . 

Peer-to-peer 100

Peer-to-peer Buyer Personas B2B Thought Leadership Lead Ranking 100

Tony Zambito

OCTOBER 18, 2015

Whereby sales organizations, in particular, went through training on how to adapt to the personalities of individuals in the buying process. Buyer Profiling Is Limited In Ability To Support Personalization. Personalization is an extension of database marketing, whereby attempts are made to differentiate through personalized marketing.

Ideal Customer Profiles 100

Ideal Customer Profiles Profiling Buyer Personas Marketing Management 100

Tony Zambito

MAY 4, 2011

.  As a former senior executive in sales and marketing, I evaluated as well as implemented several of the sales and customer profiling systems that exist where you are plotting buyers neatly into personality quadrants, demographic as well as psychographic categories, using blue sheets, and multiple other types of systems. 

Buyer Personas 100

Buyer Personas Research Ideal Customer Profiles Demand Generation Agencies 100

Tony Zambito

JANUARY 22, 2017

Much attention has been paid to content marketing and more recently customer experience in the past five years. On a personal note, I have taken a reflective two month period recently.

Buyer Personas 100

Buyer Personas Digital Transformation Enterprise Management Account Based Marketing 100

Tony Zambito

JULY 18, 2011

.  From Marketing/Sales Push to Social Experience Design. Another person I’m a big fan of is Paul Greenberg (plus he’s a big Yankees fan like me), a leading expert on Social CRM and author of CRM at the Speed of Light.  Paul’s   Both user and buyer persona development is a design thinking process. 

Buyer Personas 100

Buyer Personas Lead Ranking Ideal Customer Profiles Opt-out 100

Tony Zambito

JULY 24, 2011

  This includes blurring the lines between personal and business.   With many never having met their peer in person or arranging to meet peers at conference.    I offered a more detailed view of this when describing the importance of organizations to focus on buyer experience interactions. 

Peer-to-peer 100

Peer-to-peer Buyer Personas Allocation Social Networks 100

Tony Zambito

OCTOBER 4, 2015

Goals have much do with personal desired end states and involve a myriad of specific types of goals and sub-goals. Goal-Directed Marketing™ Connects On A Personal Level. To simplify a bit here, the confusion has plenty to do with confusing pain points, tasks, responsibilities, and activities with that of goals. They are not the same.

Direct Marketing 100

Direct Marketing Buyer Personas Allocation Ideal Customer Profiles 100

Tony Zambito

MAY 13, 2011

Facebook, while a wonderful personal and consumer social platform, remains questionable as a B2b marketing and selling platform in my mind.  Turn B2B Buying Into a Social Experience (buyerpersonainsights.com).   Offline events are still king in the B2B world.    It is in my mind the ultimate “social” event. 

Buyer Personas 100

Buyer Personas WOM B2B Paid Search Agency 100

Tony Zambito

APRIL 5, 2010

  During an engagement experience with FedEx, we were able to observe and talk about this phenomenon that exists in this industry with a good number of buyers.   There is enormous pressure at the end of the day; both on a business and personal level.

Buyer Personas 100

Buyer Personas Content Marketing Wikipedia Marketing & Strategy 100

Tony Zambito

AUGUST 14, 2016

Buyer personas were originated to offer qualitative (and personalized) understanding of buyer goals, their goal-directed behaviors, their thinking, emotions, and other qualitative drivers. Looking to quantify buyer personas in as many slice and dice ways as possible. As a means to help inform overall customer strategy.

Buyer Personas 102

Buyer Personas Ideal Customer Profiles Profiling CMO 102

Tony Zambito

JULY 17, 2016

However, what is missing are the intent and the goals driving a person or a team to embark on such a journey. For example, we see plenty of hyperbole around the buyer’s journey today. Oftentimes, these exercises lay out the tasks and activities buyers may take along a journey.

Intent 100

Intent Buyer Personas CMO Work Management 100

Tony Zambito

JANUARY 31, 2016

In fact, it is getting harder and harder to find a slice of time where content is not invading precious personal or business space. The explosion of content in the digital world is an unprecedented phenomenon just a few could have predicted twenty-five years ago. Content is ubiquitous in all phases of life and in business.

Ideal Customer Profiles 100

Ideal Customer Profiles Leads Lead Marketing Qualified Leads 100

Tony Zambito

APRIL 12, 2011

Word-of-Mouth : Most often we think of WOM being one person just deciding to talk to another.  .  Collaboration : Opening avenues of engagements to collaborate on innovation and new product development is another step B2B companies can take today to allow buyers to opt-in on engaging.

Buyer Personas 100

Buyer Personas Word of Mouth WOM Curation 100

Tony Zambito

FEBRUARY 14, 2022

Stemming from inadequate and painful buying experiences, buyers are simply resigning from engaging in seller processes. Buyers are preferring a sales rep-free buying experience according to Gartner surveys. Buyers are preferring a sales rep-free buying experience according to Gartner surveys.

Buy 147

Buy Gartner B2B B2B Sales 147

Tony Zambito

FEBRUARY 15, 2010

  My discomfort is arisen out of experience, what the terms fails to communicate about buyer personas, and how it is problematic in gaining adoption by senior leaders. Over the past few years, I have struggled with the use of the word “profile” or “profiling” when it came to describing buyer personas.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles Profiling Lead Ranking 100

Tony Zambito

APRIL 20, 2011

  It is through goals also that we uncover personalization insight for social and web marketing.  .  Thus, you may get a list of needs and wants but truly arriving at goals will be problematic unless researched contextually.    Related articles.

Buyer Personas 100

Buyer Personas Marketing & Strategy Wikipedia Social Media 100