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. Today, many are realizing to succeed in being relevant to buyers, this level of understanding is crucial.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles B2B Marketing Paid Search Agency 100

Tony Zambito

OCTOBER 14, 2018

The digital disruption caused by devices and access to information anytime and anywhere has caused us all to be quest-like. The more you can be relevant through your brand and different forms of media, the more responsive buyers will be. Buyer’s today behave more akin to being on a quest for knowledge. On a quest to find an answer.

Marketing AI 174

Marketing AI Buyer Personas Top of Funnel Digital Marketing Funnels 174

Tony Zambito

FEBRUARY 28, 2016

Let a buyer speak out on this: “One thing I have noticed is an uptick in emails and information sent to me. These are: Research and develop informing goal-directed buyer personas : Researching and identifying the goals and goal-directed behaviors influencing choices and buying decisions will serve as a guide on how to engage buyers.

Buyer Personas 100

Buyer Personas B2B Content B2B Sales 100

Tony Zambito

OCTOBER 25, 2011

To gain such an understanding, we can look at several areas where buyers are confronted with choice: Information.   If we look at the root of what buyers are seeking, it gets us to information.  Buyers are confronted with choices on values they perceive as relevant.  Buyer Experience.   Values. . 

Demand Generation 100

Demand Generation Internet Marketing Purchase Buy 100

Tony Zambito

JUNE 26, 2016

And, to focus in on how to become relevant to the communities they serve. Key insights that can inform audience development and engagement are found in understanding goal-directed behaviors. Informing them on which scenarios were most important to customers. Not in the rehashing of profiling-based rational facts.

Buyer Personas 104

Buyer Personas Research B2B Fulfillment 104

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. What they are left with are fragmented bits and pieces of information. And, buyer profiles and buyer personas are being tied to specific “campaigns” with emphasis on factual information.

Buyer Personas 0

Buyer Personas Planning Paid Search Agency Content 0

Tony Zambito

DECEMBER 8, 2015

Perhaps of greater importance is their customers and buyers are engaged and benefitting immensely from renewed initiatives to be relevant to the goals of buyers. My hope is the survey will yield informative insights and offer a pathway on how to properly assess and utilize buyer persona development.

Buyer Personas 100

Buyer Personas Customer Surveys Ideal Customer Profiles Organic Leads 100

Tony Zambito

OCTOBER 26, 2015

These two are: CEOs and CMOs have a growing concern about the relevancy of their products and services in the digital economy. Resulting in a 3D view of buyers, which can help inform strategies related to each. CEOs and their organizations are finding it hard to keep pace with new digital technologies.

Buyer Personas 100

Buyer Personas B2B Paid Search Agency Ideal Customer Profiles 100

Tony Zambito

MAY 12, 2011

  Understanding the archetypes of buyers and their relevant goals can provide the powerful insights B2B Sales needs to engage with buyers in this new social age.    The development effort informing on the right mix of inbound and outbound competencies that allow for an engaging as well as a redesigned buyer experience. . 

Buyer Personas 100

Buyer Personas B2B Sales B2B Buying Cycle 100

Tony Zambito

OCTOBER 5, 2011

  This perfect storm of uncertainty and chaos making the ability of marketer’s to communicate with buyers extremely challenging and causing sales organizations to struggle in being relevant to the buying process.    So how does an organization get a hold of itself in such times? . 

Buyer Personas 100

Buyer Personas Wikipedia Demand Generation Analysis 100

Tony Zambito

MARCH 25, 2011

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. Gathering some good demographic information as well as finding voluminous reports on what is being purchased. Image via Wikipedia.

Research 100

Research Psychographics Buyer Personas Marketing Management 100

Tony Zambito

OCTOBER 4, 2015

Various studies have shown buyers continue to find as much as 60-to-75% of content to be non-relevant. Where the disconnect occurs is when CMOs and their team focus solely on profile-based information as described above. Yet, as CMOs invest and allocate more to content and digital media, the returns are not occurring as hoped.

Direct Marketing 100

Direct Marketing Buyer Personas Allocation Ideal Customer Profiles 100

Tony Zambito

APRIL 17, 2011

One of the major outcomes of the recent advances in the social age is the resurgence of contextually-based persona development and its’ role in helping to inform as well as shape strategy.  Informing Content Strategy with Buyer Persona Development (customerthink.com). Image via Wikipedia.   Why is Context Important Now?

Buyer Personas 100

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

Tony Zambito

MARCH 6, 2016

Thus, inundating customers with non-relevant content. If this were truly the case, then for most B2B companies’ information and content marketing would be a slam dunk. Treating as “gospel insight” the descriptive, rationalizing, reasoning, and explanatory information gathered from customers.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles B2B B2B Sales 100

Tony Zambito

JULY 24, 2011

  What I do know is that the sources of information is abundant but can be overwhelming.  Social Media/Internet: “The game changer has been that with the Internet and Social Media you can really cull information together about products, solutions, companies, and the likes.    Not sure I get it. 

Peer-to-peer 100

Peer-to-peer Buyer Personas Allocation Social Networks 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

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.

Buyer Personas 100

Buyer Personas Rules Sample Validation 100

Tony Zambito

JULY 18, 2011

.  In part 1 of this reflection on the future of buyer personas, I focused on some of the misconceptions about buyer personas and in part 2 , I offered perspectives on why changes were needed to be relevant to the social age.    There is so much information coming my way that it is getting hard to manage and stay on top of. 

Buyer Personas 100

Buyer Personas Lead Ranking Ideal Customer Profiles Opt-out 100

Tony Zambito

NOVEMBER 22, 2015

For CEOs and their C-Suite teams, developing deep customer understanding is becoming strategically important to staying competitive and relevant to customers. Here are seven elements CEOs and their teams must develop in order to make informed decisions to achieve growth: 1 – Research, Analytics, And Insights.

Buyer Personas 100

Buyer Personas Lead Ranking Buy Research 100

Tony Zambito

APRIL 27, 2010

  In many ways, the process of creating them is far more relevant to informing goal centered customer strategy than the actual buyer persona itself.    Executives will see tremendous value in the foundation of qualitative and experiential analysis in informing them on evolving buyer goals and behaviors. 

Buyer Personas 100

Buyer Personas Rules Analysis Social Media 100

Tony Zambito

MAY 17, 2010

  Whether they are informative or evaluative type of requirements and goals, B2B Marketers will need to understand how and when content should be readily accessible and consumed at each stage of the buying process. .    Determining the mix of content can no longer be a guessing game.

Buyer Personas 100

Buyer Personas B2B Marketing B2B Content 100

Tony Zambito

OCTOBER 18, 2015

When the Internet came along, we began to see a seismic shift in how buyers gathered information and made decisions. As time progressed in the early decade of 2000 to 2010, reliance on the sales representative for product and solutions information began to diminish. The Internet Propels Buying Behavior Shifts.

Ideal Customer Profiles 100

Ideal Customer Profiles Profiling Buyer Personas Marketing Management 100

Tony Zambito

SEPTEMBER 20, 2010

  Without investing in informing buyer insights, executives will be in the dark on how to craft buyer experiences that makes them part of an organization’s buying strategies. Buyer Personas. Buyer Personas, archetypal representations of real buyers, have enjoyed increasing attention over the past few years. 

Top of Funnel 100

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

Tony Zambito

DECEMBER 2, 2011

  Push messaging is clearly still happening through content marketing as one buyer interviewed suggested: “The amount of incoming emails and information nowadays is just too much.    Do they prevent buyers from finding the information they need that furthers their intelligence?   Way too busy for that!”. . 

Trends 100

Trends Buyer Personas Lead Ranking Content 100

Tony Zambito

FEBRUARY 2, 2012

Buyer behavior : to make demand generation effective, efforts need to be aligned with sound understanding of buyer behavior relevant to different segments. Boosting sales revenues through demand generation involves going beyond enabling marketing with target market data and sales with contact information.

Demand Generation 100

Demand Generation Lead Ranking Demand Generation 100

Tony Zambito

JULY 6, 2011

As an individual with a background in marketing and sales, I began to think of how this could be a process to help make informed decisions not just about users but also buyers.    These interviews becoming more relevant to Voice of the Customer oriented programs. .    In many ways, like a job description.

Buyer Personas 100

Buyer Personas Peer-to-peer Ideal Customer Profiles Psychographics 100

Tony Zambito

SEPTEMBER 28, 2010

  Executives, to make effective informed decisions when it comes to developing an overall customer strategy as well as leading the organization in Buyer Experience Design , need to articulate a full story about buyers and the goals buyers are attempting to accomplish.    Ignoring the qualitative can have severe consequences. 

Buyer Personas 100

Buyer Personas Enterprise Management Marketing Automation Services Social Media 100

Tony Zambito

SEPTEMBER 22, 2010

  Without investing in informing buyer insight, executives will be in the dark on how to craft buyer experiences that makes them part of an organization’s buying strategies. Buyer Personas. Buyer Personas, archetypal representations of real buyers, have enjoyed increasing attention over the past few years. 

Top of Funnel 100

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

Tony Zambito

JULY 10, 2011

.  In part 2, I would like to offer perspectives on why the practice and process of buyer personas, as we’ve known them for the past decade, must undergo significant change to be relevant in the social age.  Social buyers today are highly connected to peers, influencers, informational sources, suppliers, and academia. 

Buyer Personas 100

Buyer Personas Top of Funnel Peer-to-peer Marketing Funnels 100

Tony Zambito

MAY 26, 2010

Three:  Provide relevant information at the right moments as a way of refreshing buyers. .  In the digital and social media journey, engagement in of itself may not be enough.    When engaged, buyers must have a sense of navigation. Pilgrims who take the journey of the Way of St.

Buyer's Journey 100

Buyer's Journey Buyer Personas Wikipedia Social Media 100

Tony Zambito

MAY 22, 2011

  Multi-disciplinary approaches yielding new understandings will inform B2B organizations on adapting to as well as aligning with the evolving networked behaviors of social buyers.    Such approaches guiding B2B businesses to develop business models and strategies that social buyers welcome. 

Research 100

Research Buyer Personas Multi-Channel Validation 100

Tony Zambito

FEBRUARY 15, 2010

As opposed to offering static profile information, the insights can significantly provide a powerful platform for sales and marketing organizations to engage with buyers like no other competitor can.   Allowing for more engaging and intimate sales conversations as well as relevant messaging that has meaning to the buyer.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles Profiling Lead Ranking 100

Tony Zambito

DECEMBER 20, 2020

Mixed in the enormous volume of content flooding B2B websites and email boxes is some very good and helpful information. Content that is of no value or relevance to buyers. If I want to find information, I go visit a few sites, right? Produce relevant content, blah blah blah. Then I can’t close the chatbox. Big mistake!

Account Based Marketing 273

Account Based Marketing Buyer Personas B2B Content 273

Tony Zambito

MAY 23, 2010

  To drive top line revenue growth, organizations must enable their teams with playbooks that not only inform them about buyer goals, via buyer personas and detailed depictions of relevant customer interactions in their areas, but also about the tactics and strategies designed to align with buyer goals.  

Buyer Personas 100

Buyer Personas Wikipedia Ideal Customer Profiles Social Media 100

Tony Zambito

MAY 11, 2011

.  What mattered most was that certain markets and industries had distinctive research and approval processes as well as buying behaviors for this solution which were carried out by people with varying titles and roles from IT Network Managers to Vice President of Information Architecture.  

Buyer Personas 100

Buyer Personas Segmentation Buy Work Management 100

Tony Zambito

DECEMBER 5, 2010

Problem-solving, assessment, and contextual solution creation relevant to buyer initiatives and triggers will become necessary requirements. B2B organizations will look to develop comprehensive buyer strategies with particular focus on investing in resources to acquire informing buyer insights as well as market insights. 

Trends 100

Trends Buyer Personas AIDA Buyer's Journey 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