Tony Zambito

JUNE 6, 2017

However, the impact of machine-learning in industrial settings can be significant. The following buyer insights interview gives a sense of how human-centered versus data-centric alone understanding can lead to better-informed decision-making: “I stumbled onto something by walking by our customer service center.

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Marketing AI Paid Search Agency Buyer Personas Companies 214

Tony Zambito

FEBRUARY 28, 2016

My interaction with buyers, via hundreds of B2B buyer interviews in multiple industries, leads me to believe this outcome is a correlation as opposed to a paradox. Let a buyer speak out on this: “One thing I have noticed is an uptick in emails and information sent to me. I am not sure it is a paradox. I don’t know.

Buyer Personas 100

Buyer Personas B2B Content B2B Sales 100

Tony Zambito

DECEMBER 13, 2015

A contributing element, found in behavioral research, is people (buyers) having the capacity to only retain a small amount of information to use specifically for decision-making. Buyers are being overwhelmed and deluged with information (content), which is causing new behaviors we may call simply avoidance.

Buyer Personas 100

Buyer Personas Lead Ranking B2B Sales Research 100

Tony Zambito

NOVEMBER 22, 2015

Changes in customer and buying behaviors continue to rock the very foundations of many industries. Here are seven elements CEOs and their teams must develop in order to make informed decisions to achieve growth: 1 – Research, Analytics, And Insights. It does not suggest all information can fit on one page.

Buyer Personas 100

Buyer Personas Lead Ranking Buy Research 100

Tony Zambito

APRIL 2, 2011

Information is Filtered : information on buyers comes from the same sources repeatedly it seems.  Missing Segments : you are reading all the industry reports and you read about segments that are using your product or service – and you ask – why are we not selling in this segment?    When did this happen?

Buyer Personas 100

Buyer Personas Trade Show Buzz Social Networks 100

Tony Zambito

OCTOBER 14, 2018

One important reason is that we are finding that no two buyer’s journeys are alike – even within the same market, segment, or industry. The digital disruption caused by devices and access to information anytime and anywhere has caused us all to be quest-like. Developing a static view of a buyer’s journey is becoming problematic.

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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. Ally is tapping into millennials and new digital-driven behaviors, causing market disruption in the banking industry.

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Organization Enterprise Management Marketing Strategy Marketing & Strategy 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.

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Tony Zambito

JUNE 26, 2011

  Business leaders, especially those in B2B, must take heed to what is happening in the under layers of their business industry and what influence the Social Buyer is having in their marketplace.    Here are just three that are not visible until they are unearthed through discovery: Ecosystems Are Shifting. . 

Business 100

Business B2B Demand Generation Agencies Wikipedia 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. How to design products and services that were user-friendly and enabled users to fulfill their goals.

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Buyer Personas Digital Transformation Enterprise Management Account Based Marketing 100

Tony Zambito

APRIL 12, 2011

The underpinning of a new meaning being that of the social buyer “chooses” to engage – as in the buyer chose to engage with ABC Industries.  Informing Content Strategy with Buyer Persona Development (customerthink.com). .  In the new social age, engaging is taking on a whole new meaning.   Related articles.

Buyer Personas 100

Buyer Personas Word of Mouth WOM Curation 100

Tony Zambito

MAY 13, 2011

  The report revealed that 68% of buyers checked their supplier’s websites and that 65% used search engines to research the information they needed to support their purchasing process and decisions.    Reflecting on this report, a few things come to mind: Buyer’s appetite for information continues to grow. 

Buyer Personas 100

Buyer Personas WOM B2B Paid Search Agency 100

Tony Zambito

OCTOBER 3, 2011

.  Multiple qualitative methods assist in identifying un-articulated patterns of thinking and behaviors that can be translated into value attributes unique to your industry, markets, and organization.    How do you plan to stay informed of these shifts in buyer perceived values? Follow @TonyZambito.

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High Quality Lead Differentiation Social Networks Paid Search Agency 100

Tony Zambito

OCTOBER 18, 2015

The concept of breaking down a potential market or industry into smaller target segments is a standard technique taught in business schools and used by many organizations. When the Internet came along, we began to see a seismic shift in how buyers gathered information and made decisions. by Evan Shuster.

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Ideal Customer Profiles Profiling Buyer Personas Marketing Management 100

Tony Zambito

MAY 4, 2011

  Initially, research was conducted on users to help inform product and/or service design.    Buyer persona development is a qualitative research and contextual inquiry methodology to help inform sales and marketing strategy. .  Informing Content Strategy with Buyer Persona Development (customerthink.com.

Buyer Personas 100

Buyer Personas Research Ideal Customer Profiles Demand Generation Agencies 100

Tony Zambito

OCTOBER 5, 2011

  When adaptation in industries and markets occur, patterns begin to emerge as we have seen during the past three years - such as in how buyers search for information.    So how does an organization get a hold of itself in such times? .    This is much easier said than done. 

Buyer Personas 100

Buyer Personas Wikipedia Demand Generation Analysis 100

Tony Zambito

NOVEMBER 8, 2010

  This was first published in 1776 at the beginning of not only the American Revolution but of the Industrial Revolution and is considered to be the foundation of modern economic theory. Demand is still very much part of the business vocabulary today.    There is a given assumption that has to be underscored. 

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

Tony Zambito

APRIL 24, 2010

.  In addition, we’ve seen insightful views from Mike Seltzer’s 2010 Social Media Marketing Industry Report.    I have also enjoyed the treatment Steven Woods, CTO of Eloqua,  gives to the shift in the way buyer's consume information in his book " The Digital Body Language." 

Buyer Personas 100

Buyer Personas Eloqua Social Media Lead Ranking 100

Tony Zambito

JANUARY 30, 2012

One approach that has been used by executives to inform strategy planning is that of scenario modeling. Predictions come with a host of implications and the ability to assess their impact is perhaps the toughest part of strategy planning. It has been used both in business and in military exercises for several decades.

Lead Ranking 100

Lead Ranking B2B Peer-to-peer B2B Sales 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

MAY 11, 2011

What buyer persona research can reveal are distinctive buying behaviors within industries, marketplaces, organizational types, and etc.    One of the main misunderstandings about buyer personas I’ve seen both by providers and companies is that the starting place is with the title and role of the buyer. 

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Buyer Personas Segmentation Buy Work Management 100

Tony Zambito

JANUARY 7, 2010

.   This mix has to come together in such a way that senior leaders in corporations today are able to rely on the buyer persona discipline as an essential ingredient that informs on strategic means of meeting the buying needs of their customers.   What does this brew look like and what misconceptions need to be dispelled?

Buyer Personas 100

Buyer Personas Lead Ranking User-Generated Content Barriers 100

Tony Zambito

DECEMBER 19, 2010

.  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.    This is old news now and has created the expanding industry of marketing automation.    How’s that for a wakeup call! . 

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Top of Funnel Trends Conversion Buyer Personas 100

Tony Zambito

MARCH 18, 2012

This is how a VP of Sales in the software industry put it to me recently in my research: “Here is what it looks like…we are actually selling more of our product into our larger accounts than ever before….but…over but…over the last three years we’ve faced stiffer competition that has driven our pricing down.

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SMB Enterprise Management SME Work Management 100

Tony Zambito

OCTOBER 11, 2010

  That is, that no two buyer experience journey maps may look alike for certain industries and/or markets served.  Executives must now account for one of the key transformational changes in the B2B buyer world.  Processes within Processes. . 

Buyer Personas 100

Buyer Personas Marketing Automation Services Lead Ranking Conference 100

Tony Zambito

FEBRUARY 28, 2012

With more and more buyers mapping out exploration due to the proliferation of content and information channels, a side effect of B2B businesses scrambling to be noticed in the 50% to 70% window of buyers remaining anonymous, B2B businesses are considering the implications of buyers taking deliberate action to map out their exploration.

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Top of Funnel B2B B2B Sales Demand Generation 100

Tony Zambito

MARCH 9, 2012

We are beginning to see leading organizations, such as GE, move towards aligning their organizations to industry buyer segment teams focused on deeper understanding and alignment with buyers. Create Orbital Match With Buyers. B2B is becoming more complex with every passing month.

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Top of Funnel Lead Ranking Business Buyer Personas 100

Tony Zambito

MARCH 4, 2012

This can be especially useful in industries where there is a strong company or account focus as well as complex buying scenarios that involve lengthy buying cycles. When B2B leaders can do these three things, they can be better informed on how to guide the overall trajectory of their organization.

Top of Funnel 100

Top of Funnel B2B B2B Sales Wikipedia 100

Tony Zambito

APRIL 20, 2011

  Although introduced originally as a consumer product, more and more industries are employing the use of the tablet in their work environments.  Informing Content Strategy with Buyer Persona Development (customerthink.com. .  A good example of this is the introduction of the Apple iPad  and now iPad 2. 

Buyer Personas 100

Buyer Personas Marketing & Strategy Wikipedia Social Media 100

Tony Zambito

MARCH 21, 2012

Layer on top of this the enormous changes in buyer behavior, the invisibility of SMB buyers in their sourcing for information, and new empowering technologies makes this endeavor a higher mountain to climb. Getting to know what makes SMB buyers tick is, by no means, as easy as saying this is your SMB buyer. Avoid Big Data Trap.

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SMB Lead Ranking Top of Funnel Buyer Personas 100