Tony Zambito

FEBRUARY 28, 2018

Many executives, particularly Chief Marketing Officers, are in constant pursuit of understanding changing buyer behaviors and markets. In the past ten plus years, we have seen a tumultuous upheaval in both the world of buyers and how marketing is adapting. 3 Forces Business And Marketing Leaders Will Need To Address.

B2B Marketing 113

B2B Marketing Planning Buyer Personas B2B 113

Tony Zambito

SEPTEMBER 19, 2016

Meaning marketers today must account for how to adapt to behavioral shifts caused by the omnipresence of digital and online information. The digital transformation is causing many CMOs today to reevaluate exactly what content marketing may mean to their overall marketing strategy. Marketing Campaigns: A Thing Of The Past.

Buyer Personas 0

Buyer Personas Planning Paid Search Agency Content 0

Tony Zambito

SEPTEMBER 6, 2016

If you are a CMO or a marketer and you find yourself having a sudden realization that perhaps you are not quite sure of the differences, you will be in a lot of good company. The value of customer segmentation is it can tell you where to point your marketing and messaging. And, it can help gauge the size of a market opportunity.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles Segmentation Profiling 100

Tony Zambito

JULY 17, 2016

Primarily, it helps with making sense of the tasks and activities buyers perform. Yes, we used the help of a third-party firm. The analysis of the chronological activities is helpful. But was it something that was going to really transform our marketing? Transform Marketing. Tasks Versus Goals. I don’t think so.”.

Intent 100

Intent Buyer Personas CMO Work Management 100

Tony Zambito

DECEMBER 14, 2020

And that her teammates will have confidence in her to help get a winning team score. B2B marketers and sellers will need to recognize that both sides of the demand coin are affected. Attentiveness by B2B marketers and sellers must now be given to building collective confidence. Helping To Convey Confidence. We know that.

Ad Building 271

Ad Building Urgency Marketing Case Studies B2B Sales 271

Tony Zambito

MAY 24, 2021

Buyer Trust Is Elusive For Most Marketing And Sales Teams Unless They Can Balance Empathy And Humility. Marketing and sales traditionally believe that the path to building buyer trust is by providing answers. In fact, each prime their channels with marketing content or sales guides at the ready with an answer.

Ad Building 303

Ad Building Buyer Personas Trust Marketing B2B Sales 303

Tony Zambito

MAY 7, 2021

Marketing and Sales Leaders Can Increase Their Value Through In-House Buyer Insights and Buyer Persona Development Capabilities. Creating a roller coaster ride with twists and turns that can be stomach-churning for marketing and sales organizations. 2 – Foster Marketing and Sales Alignment. Because buyers will have moved on.

Buyer Personas 220

Buyer Personas Allocation Paid Search Agency Advertising Agencies 220

Tony Zambito

NOVEMBER 1, 2015

A recent survey by B2B Marketing, in conjunction with the UK-based agency Tomorrow People, indicated only 38% of marketers considered their content to be “very customer-centric.” B2B CMOs can be caught in a maze of an organization faced with marketing complex solutions for complex problems. by Matt Brooks.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles B2B Marketing Paid Search Agency 100

Tony Zambito

MAY 14, 2021

Marketing and Sales Leaders Need To Know The Difference Between Bad Versus Good Buyer Personas To Achieve Growth. And the results are plenty of Johnny the IT Guy or Mary the Marketing Wiz type of buyer personas that do no one any good. 3 – Anyone In Marketing Can Create A Buyer Persona. This is a problem. Far from the truth.

Buyer Personas 232

Buyer Personas Validation Deliverability Thought Leadership 232

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.

Trends 100

Trends Fulfillment Work Management Marketing Management 100

Tony Zambito

JANUARY 18, 2022

This puts enormous pressure on businesses to not only understand buyers’ goals but to be aligned in helping buyers to achieve goals. For decades, business leaders have relied on data from sales and marketing to get a read on what buyers prefer and need. Tracking sales opportunities and struggling to identify marketing returns.

Buyer Personas 209

Buyer Personas Psychographics Customer Satisfaction Correlation 209

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

MAY 12, 2021

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. ” This will put added pressure on marketing and sales professionals to truly understand their buyers.

Buyer Personas 221

Buyer Personas Marketing AI Personalization B2B Sales 221

Tony Zambito

APRIL 30, 2021

Marketing and Sales Leaders Must Build Core Competency of Understanding Buyer Persona Goals. When it comes to buyer goals, organizations today will need to get more specific about encoding understanding of buyer persona goals into their marketing and sales capabilities. . Sometimes, culture and DNA are used interchangeably.

Buyer Personas 176

Buyer Personas B2B Sales Organic Leads Profiling 176

Tony Zambito

JANUARY 21, 2021

Thus, B2B sellers and marketers today will need to adopt the role of being Future-Enablers. Future-enabling involves having a clear understanding and buyer insights needed to help buyers envision a future outlook. Helping and enabling buyers to envision the future has to be accompanied by trust – not guesses.

B2B Sales 221

B2B Sales Trust Marketing B2B Marketing Paid Search Agency 221

Tony Zambito

FEBRUARY 14, 2011

Content marketing has become more and more part of the planning dialogue for organizations as the digital age continues to mature.    The concept of content marketing recognizes the growing importance of content to move buyers and consumers towards an action such as a decision, purchase, subscription, and enrollment. 

Design 100

Design Content Marketing Planning Buyer Personas 100

Tony Zambito

DECEMBER 6, 2020

Where they ask for help but seem unwilling to accept it or see it. Nothing new in a way that helps us.”. Whereby strategic decisions are not matching up to important buyer behavior insights or market shifts on the horizons. For example, this has become prevalent in B2B marketing. Insights Tied To Sell More vs. Help More.

Organization 183

Organization B2B Buyer Personas Fulfillment 183

Tony Zambito

MAY 2, 2021

You have to wonder; has the enormous growth of marketing and sales tech stacks caused B2B to be so busy managing their marketing or sales operations that they forgot about the buyer? Winnowing out the over-focus on tech stack and bringing back laser-like attention on how we help and engage buyers. . Capable of doing much.

Buyer Personas 294

Buyer Personas B2B Sales B2B Interactive Marketing 294

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?    Here’s how. 

Social Media 100

Social Media Social Marketing Buyer Personas Planning 100

Tony Zambito

NOVEMBER 18, 2020

We saw with 9/11, the financial crisis of 2008, and the numerous natural disasters of hurricanes and floods neighbors helping neighbors. We’re all helping each other out. Through the common bond of shared experiences and helping each other, people’s sense of value for living in their chosen neighborhood went up. Innovations.

Loyalty 195

Loyalty Lead Scoring Lead Ranking B2B Sales 195

Tony Zambito

NOVEMBER 15, 2020

Calling into question for many B2B sales and marketing leaders how well they know their buyers. Chief officers in sales and marketing are left with the tasks of knowing to what degree and how so have they changed. Meaning they are not going to be of much help other than being a fact sheet for sales and marketing intelligence. .

Buyer Personas 220

Buyer Personas Digital Transformation B2B Sales Interactive Marketing 220

Tony Zambito

OCTOBER 26, 2020

For many leaders in sales and marketing, the year 2020 will go down in history as one of the most challenging in their careers thus far. Questions related to how to reset sales and marketing to a vastly different world from just one year ago. Interactions : how do we redesign sales and marketing interactions with buyers?

Marketing & Strategy 245

Marketing & Strategy Buyer Personas B2B Sales Interactive Marketing 245

Tony Zambito

JANUARY 13, 2022

The 20th Anniversary of Buyer Personas Survey To Help Determine Usefulness. The years 2001-2003 in these engagements were groundbreaking and helped to establish the value of buyer personas for informing buyer strategy and tactics. Who do we need help from for the State of Buyer Personas 2022 Survey? Will you help?

Buyer Personas 195

Buyer Personas Customer Surveys Advertising Agencies Paid Search Agency 195

Tony Zambito

MAY 21, 2021

Gaining Buyers’ Attention Remains Number One Challenge For Marketing And Sales Leaders. Becoming evident is that capturing buyers’ attention is the number one challenge facing B2B marketing and sales at this stage of the pandemic. It is issue number one for many marketing and sales leaders. . To concentrate.

Buyer Personas 197

Buyer Personas Intent Signal B2B Sales Interactive Marketing 197

Tony Zambito

JANUARY 10, 2022

Leaders that are responsible for their overall business, marketing, or sales functions. That something can be related to: Growth plans have fallen short Competitors have made significant inroad Marketing plans miss the mark Sales have fallen way short of the target Customer churn is increasing. Something simply is not working. .

Buyer Personas 234

Buyer Personas Sample Urgency Marketing Analysis 234

Tony Zambito

JANUARY 20, 2022

As we enter a pronounced era of uncertainty , decisions related to investments, strategies, markets, and the likes have intensified. She lamented that she did not feel she got any new insights to help her. Nothing to help her to make informed major decisions she was faced with. Many of you know the feeling.

Buyer Personas 147

Buyer Personas Press Advertising Mediums Customer Surveys 147

Tony Zambito

MARCH 25, 2011

Market research today finds itself in somewhat of a quandary. Mostly, it is a field that is trying to remain relevant amidst the sea of changes taking place in marketing and sales today in the new digital and buyer experience economy. What are the some of the challenges that face market research? Image via Wikipedia.

Research 100

Research Psychographics Buyer Personas Marketing Management 100

Tony Zambito

NOVEMBER 23, 2020

They help us to gain insights into how buyers pursue goals and the motivations behind these pursuits. I hear plenty from B2B marketing and sales leaders the mention of “buyer personas.” Analytics are helpful in informing where updating is needed. Good Leadership Adapts To Changing Market And Buyer Conditions.

Buyer Personas 228

Buyer Personas Terms and Conditions Interactive Marketing B2B Sales 228

Tony Zambito

FEBRUARY 21, 2022

Stop at a reception desk of a typical multi-story B2B corporation headquarters, you are likely to be told that the marketing department is on floor 7, sales is on floor 2, operations on floor 3, and executive offices are on floor 5. Such as our “ABM” strategy or our “digital marketing” strategy. .

Marketing & Strategy 210

Marketing & Strategy B2B Sales Gartner Touchpoints 210

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

NOVEMBER 8, 2020

This trait helped Iacocca to navigate uncertainties he faced both at Ford and Chrysler. There has never been a more important time for B2B leaders in sales and marketing to connect and relate to their buyers. The uncertainties are making it hard for B2B sales and marketing leaders to plan. At the time, a rare quality for a CEO.

Allocation 187

Allocation Buyer Personas B2B Lead Ranking 187

Tony Zambito

OCTOBER 22, 2020

With B2B companies scrambling to implement full-scale e-commerce, digital capabilities, and reinvent marketing and sales. . BxD) is the design of interactions between buyers and an organization’s marketing and sales communications. An issue that has kept the marketing and sales misalignment conversation ongoing.

Design 226

Design Buyer Personas B2B Sales Interactive Marketing 226

Tony Zambito

AUGUST 21, 2011

The sudden news of Hewlett-Packard’s (HP) decision to exit and essentially give up on the Smartphone and Tablet markets has some analysts and market watchers reeling.  Because the iPad was creating a new market, Apple understood that new buyers would exhibit some excited yet hesitant behavior.    Marketing.

Distribution 100

Distribution Buy Marketing & Strategy Marketing 100

Tony Zambito

MAY 10, 2021

Yes, the buyer’s journey allows us much more opportunities to fill in the blanks on what marketing and sales can do in each stage. This view also helps in gaining a glimpse at how buyers behave. In a 5 vertical markets buyer persona engagement for HP, we found that 3 of 5 buying processes were completely different.

Top of Funnel 215

Top of Funnel B2B Sales Buyer Personas Process 215

Tony Zambito

MARCH 24, 2010

  Although it is written from the viewpoint of using ethnography for understanding consumer behavior, there is applicability to the transformation underway in B2B Marketing and Strategy.   I also make this same point in an interview with Stephanie Tilton on her blog Savvy B2B Marketing.   The Connection. .

Buyer Personas 100

Buyer Personas Marketing & Strategy Marketing Strategy B2B Marketing 100

Tony Zambito

APRIL 28, 2021

Marketing is producing new forms of digital content at 5 to 10 times the volume they did pre-pandemic. Marketing resorted to more brochures and direct mail. All promising that they could help you “win” big if you only followed these programs. What Marketing And Sales Leaders Can Do. And to affect The Buyer Mindset.

Buyer Personas 208

Buyer Personas Planning Interactive Marketing Network Marketing 208

Tony Zambito

JANUARY 3, 2012

The premise being that good questions help you to focus and to get … Continue reading → Asking good questions was seared into my mental consciousness by several mentors early in my career. This notion was further influenced by prodigious reading of Peter Drucker.

B2B Marketing 100

B2B Marketing B2B Marketing & Strategy Marketing 100