Tony Zambito

NOVEMBER 29, 2020

We are now experiencing the next generation of buyers who have known nothing but the Internet and new digital technologies. . The BTI (Before the Internet) generation of buyers is dwindling. The next generation of buyers is evolving the art and science of buying – because they are digital explorers. They now seek much more.

Internet Marketing 207

Internet Marketing Fulfillment Interactive Marketing Customer Surveys 207

Tony Zambito

JANUARY 19, 2022

In fact, the next generation of buyers and leaders will demand it. Business leaders, in consumer and B2B businesses alike, who can take on this unsaid accountability will have the best chance to lead in their markets. As we transition generationally to new roles and buyers, expectations no longer pertain to the internal organization.

Buyer Personas 207

Buyer Personas Organic Leads Brand Identity Branding 207

Tony Zambito

APRIL 16, 2012

For many in marketing and sales, the march continues towards the attempt to develop tactical plans that will connect them to buyers. Whether they relate to demand generation, content marketing, sales enablement, and more, efforts are being made to make adaptations to changing buying behaviors. Buyer Designed Systems.

Sales Management 100

Sales Management Top of Funnel Planning Demand Generation 100

Tony Zambito

JANUARY 30, 2011

One of the interesting outcomes of the rise of Social Media , Demand Generation , and Content Marketing in 2010 was the increasing use of the term audience development.  In the new world of content marketing, the idea of thinking like a publisher has taken root.  Image via Wikipedia.   How? 

Social Media 100

Social Media Social Marketing Buyer Personas Planning 100

Tony Zambito

JULY 17, 2016

But was it something that was going to really transform our marketing? I believe this perspective from a Senior Director, Marketing from a SaaS and Cloud-based provider I interviewed a few months ago edifies this point: “It was an interesting process. Transform Marketing. Yes, we used the help of a third-party firm.

Intent 100

Intent Buyer Personas CMO Work Management 100

Tony Zambito

MAY 12, 2021

A next-generation of buyers will mature who know nothing about a world before digital. In the world of business, commerce, B2B marketing, and B2B sales, a “new world order” will emerge. One capability B2B marketing and sales will need to strengthen is that of personalization. 3 – Understand Your Buyers’ Mindset.

Buyer Personas 221

Buyer Personas Marketing AI Personalization B2B Sales 221

Tony Zambito

DECEMBER 8, 2011

This is the seventh article looking at buyer trends that will influence marketing and sales in the near and foreseeable future. This article looks at how buyer’s values are changing and how organizations can utilize a values-based versus outmoded needs based marketing and sales approaches. Related articles.

Trends 100

Trends Fulfillment Work Management Marketing Management 100

Tony Zambito

MAY 19, 2021

Marketing and Sales Leaders Can Leverage Buyer Insights To Create Rewarding Digital Buying Experiences For Buyers. It is assumptions about the buying journey, I believe, that lead to a number of issues causing angst to sales and marketing leaders. Not that this type of outcome was ever in question. To name a few.

Differentiation 244

Differentiation Top of Funnel Buy Buyer Personas 244

Tony Zambito

NOVEMBER 21, 2020

And a multitude of industries and markets drastically affected. We have already seen acceleration towards digital trends in both consumer and B2B markets. From eCommerce proliferating in many consumer markets to digital commerce in complex B2B becoming more acceptable. No area of everyday living has been left untouched.

Buyer Personas 255

Buyer Personas B2B Sales Research eCommerce 255

Tony Zambito

MAY 17, 2010

.  Creating a national following that rivaled some of the best marketing and advertising prowess dreamed up by Madison Avenue.    The New York Yankees, Dallas Cowboys, and Chicago Bulls all have had dynasty years which extended their marketing advertising reach far beyond their geographic regions.

Buyer Personas 100

Buyer Personas B2B Marketing B2B Content 100

Tony Zambito

NOVEMBER 15, 2010

.  This past election made me think about parallels to the ongoing debate that surrounds sales and marketing alignment.    As if the state of sales and marketing has an imaginary aisle like the House on Capitol Hill.    Marketing’s role has been primarily one of PULL. 

Buyer Personas 100

Buyer Personas Paid Search Agency Buying Cycle Lead Ranking 100

Tony Zambito

FEBRUARY 27, 2010

Last July Tony Karrer at Browse My Stuff and Tom Pick at WebMarketCentral created and launched the B2B Marketing Zone , a community collecting and organizing the best information on the web about B2B marketing.

Buyer Personas 100

Buyer Personas B2B Marketing B2B B2B Sales 100

Tony Zambito

MAY 8, 2011

The raging waters of the sales and marketing alignment debate continues to make its’ way through the halls of corporate America.    Marketing becoming the home for content strategy and sales enablement finding its’ home in sales.  Image via Wikipedia.   What’s going on? .    What’s going on? . 

Buyer Personas 100

Buyer Personas Content Marketing Content Buying Cycle 100

Tony Zambito

FEBRUARY 10, 2012

Many B2B Marketers today are faced with the daunting tasks of connecting with buyers in new ways and using new mediums that are still in infancy. The shelf-life expectancy of some of the new approaches is yet to be known; making investment and resource decisions for leaders in B2B Marketing a road filled with risks.

Lead Ranking 100

Lead Ranking B2B Marketing Buyer Personas B2B 100

Tony Zambito

MARCH 26, 2012

This is part 3 of a series on the challenge of targeting SMB markets and how the use of buyer-based modeling and buyer-based marketing help organizations to grow their SMB customer base. . The sheer size of the SMB makes for a daunting task for any organization intent on marketing to the SMB segment.

SMB 100

SMB Enterprise Management Buyer Personas Marketing Management 100

Tony Zambito

OCTOBER 27, 2018

Many customer experience efforts by B2B organizations have content marketing as a cornerstone for such initiatives. In a previous article , I mentioned that one of the most heavily produced forms of marketing advisory content has to do with mapping content to the buyer’s or customer’s journey.

B2B 165

B2B Amazon Buyer Personas Fulfillment 165

Tony Zambito

APRIL 29, 2012

I suspect one reason may be that the pressure for instant results from lead generation efforts is a primary driver. Which makes you think: how much potential revenue is being left on the roadside in the speedy monthly pursuit to instantly convert leads generated into month-end results?

Lead Nurturing 100

Lead Nurturing Lead Ranking Leads Lead 100

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. To me, that is what content marketing can become for some organizations. To me, that is what content marketing can become for some organizations. Why An Illusion.

Digital Transformation 50

Digital Transformation Buyer Personas Broadcasting Lead 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. The implication here is buyer personas should not be an art gallery but a dynamic part of marketing, sales, and service operations.

Buyer Personas 100

Buyer Personas Research Studies Demand Generation Agencies 100

Tony Zambito

JANUARY 5, 2011

A tough assignment for B2B marketers today is getting a handle on how buyers progress through the buying and selling cycles.    Understanding what buyers are doing in the lead generation to sales cycle gap is proving to be a competitive difference maker.

Buyer Personas 100

Buyer Personas Lead Ranking Work Management Buying Cycle 100

Tony Zambito

APRIL 5, 2011

The new buyer experience economy has resulted in shifting the economic value of many sales and marketing tactics over the past couple of years.    What I mean is that some departments are charged with email marketing for example while others might be in charge of white papers as another example.    Why?

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Planning 100

Tony Zambito

FEBRUARY 7, 2012

In my most recent article, Boost Demand Generation Using Target Ready Buyer Models , a comment was posted by the ever thoughtful Eric Wittlake, author of the blog B2B Digital Marketing and a member of the team at the Integrated B2B Marketing Agency – Babcock and Jenkins. Image via Wikipedia. Organization Infrastructure.

Demand Generation Agencies 100

Demand Generation Agencies Wikipedia Demand Generation Buyer Personas 100

Tony Zambito

JUNE 13, 2011

.  This, in fact, is creating a tension point between marketers and buyers today.    For years and yet still there has been an almost unstoppable inertia on the part of marketing and sales efforts towards affecting an immediate “action” on the part of buyers.    Organic. .    Organic. . 

Buyer Personas 100

Buyer Personas Peer-to-peer Planning Viral Marketing 100

Tony Zambito

MAY 23, 2010

Many organizations have a game plan for demand generation, lead nurturing, sales promotions, marketing tactics, and the likes.  .  Consistency in listening to customers and determining their goals is the hallmark of excellence. Two: Have a game plan for aligning with buyer goals.   Three: Give your teams playbooks.

Buyer Personas 100

Buyer Personas Wikipedia Ideal Customer Profiles Social Media 100

Tony Zambito

APRIL 29, 2010

.  These rules are a reflection of over a decade of contributing to persona development in general and taking the first step in 2002 towards making persona development a useful process for sales and marketing when I asked the question: “why not buyer personas?” 

Buyer Personas 100

Buyer Personas Rules Marketing Automation Services Wikipedia 100

Tony Zambito

MAY 4, 2011

  They have helped companies to gain insights into market opportunities, find out why challenges exists, depict buying processes, and how to map critical sales and marketing strategies to the goals of buyers.  The Design of Content Marketing. Prevent Demand Generation Failure with Buyer Personas.

Buyer Personas 100

Buyer Personas Research Ideal Customer Profiles Demand Generation Agencies 100

Tony Zambito

MAY 16, 2010

.  Fortunately, in B2B marketing and sales, we do not have to make such choices on this level or order of magnitude.    Gaining insight into how these choices are aligned with a buyer’s goal orientation becomes a marketing and selling imperative for high stakes business model shifts, strategies, and new initiatives. 

Buyer Personas 100

Buyer Personas Demand Generation Agencies Social Media Correlation 100

Tony Zambito

MAY 18, 2011

  This phenomenon is causing turmoil in the rank and file infrastructure of B2B Marketing and B2B Sales.    Obviously, content marketing comes to mind here.    We are just beginning to understand social influence on a generational level and by certain professions.

Peer-to-peer 100

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

Tony Zambito

NOVEMBER 21, 2010

Optimizing revenue growth is by far the toughest assignment for sales and marketing today.    Buyer Silo View : An underlying theme in the sales and marketing alignment debate has been the problematic issue of silo thinking each area can engage in.  Image by jackanapes via Flickr.

Top of Funnel 100

Top of Funnel AIDA Buyer Personas Terms and Conditions 100

Tony Zambito

SEPTEMBER 22, 2010

  This rethinking raises questions as well as the dialogue today on the effectiveness of the traditional functions of sales, marketing, support, and customer service.     Viewing what each function is capable of in isolation and missing the harmonizing around the buyer experience. 

Top of Funnel 100

Top of Funnel Buyer Personas Marketing Automation Services Buyer's Journey 100

Tony Zambito

SEPTEMBER 8, 2010

.  Compounding these challenges is the rapid transformation underway in the buyer-seller relationship brought on by the advent of digital marketing and social media technology.  Alignment : The issue of sales and marketing alignment has been written about extensively over the past few years. 

Buyer Personas 100

Buyer Personas Buying Cycle B2B Lead Ranking 100

Tony Zambito

SEPTEMBER 20, 2010

  This rethinking raises questions as well as the dialogue today on the effectiveness of the traditional functions of sales, marketing, support, and customer service.     Viewing what each function is capable of in isolation and missing the harmonizing around the buyer experience. 

Top of Funnel 100

Top of Funnel Buyer Personas Buyer's Journey Digital Marketing Funnels 100

Tony Zambito

MARCH 20, 2011

The chorus appears to be getting louder and louder on content marketing in bloggersphere, digital media, and traditional media.    In this case, should CMO’s be looking at content marketing or content strategy as the first order of business on the agenda? .  Prevent Demand Generation Failure with Buyer Personas.

Buyer Personas 100

Buyer Personas Marketing & Strategy Buyer's Journey Content 100

Tony Zambito

JANUARY 10, 2011

Two of the most compelling issues facing B2B marketers today is how to not only reach buyers but how to get buyers engaged.    To get this mix right, a key investment B2B marketers should make is doing enough buyer research to understand what buyers’ value to stick around.  Image by racoles via Flickr.

B2B 100

B2B Buyer's Journey Sales Cycle Demand Generation 100

Tony Zambito

APRIL 17, 2011

These strategy areas include content strategy, social marketing, marketing automation, social selling, demand generation, and buyer experience marketing.  .  This is especially true when you consider there are several important strategic areas evolving at a rapid pace.   Why is Context Important Now? . 

Buyer Personas 100

Buyer Personas Buying Cycle Buyer's Journey Demand Generation Agencies 100

Tony Zambito

OCTOBER 27, 2010

Recently, I had an engaging conversation with Lauren Carlson, a CRM Analyst with   Software Advice , as well as read her article Tailwinds for Marketing Automation Software posted on The Software Advice Blog.    Increasing the span of engagement and assessment that buyers and marketers intersect at. 

Trends 100

Trends Peer-to-peer Buyer Personas Marketing Automation Services 100

Tony Zambito

JUNE 14, 2010

.    Tags: buyer behavior buyer enablement buyer goals buyer insight buyer persona buyer persona development Buyer Personas Customer Insight customer strategy demnad generation Digital Buyer Persona digital marketing digital marketing strategy Marketing marketing automation Personas social business social business strategy social media (..)

Buyer Personas 100

Buyer Personas Wikipedia Social Media Marketing Automation Services 100