Tony Zambito

FEBRUARY 4, 2022

Which, in turn, are forcing the need for speedier informed decisions. . The world of research and insights has treated quantitative analysis as separate from qualitative research. In large entities, people working on quantitative research may rarely talk to people working on qualitative research efforts.

Buyer Personas 219

Buyer Personas Correlation Fulfillment Analysis 219

Tony Zambito

MAY 4, 2011

Buyer Persona Development and the qualitative research methodology applied to creating buyer personas have proven to be an effective means for B2B organizations to reach a deeper understanding of their buyers.    Buyer persona development methodology is at its core a research methodology.  Image by XXC via Flickr.

Buyer Personas 100

Buyer Personas Research Ideal Customer Profiles Demand Generation Agencies 100

Tony Zambito

JANUARY 21, 2022

Gaining insights that inform and can be acted up to achieve growth. . That the acts of processing information and gathering intelligence become the dominant center of strategies related to buyers and customers. The processing and production of data, information, and intelligence can turn into an overwhelming burden.

Marketing AI 204

Marketing AI Buyer Personas Marketing & Strategy Act-On 204

Tony Zambito

NOVEMBER 4, 2020

The three are: Expansion of online research accelerates Speeding up of buying processes More responsive interactions. Expansion To Online Research Accelerates. It should come as no surprise that B2B buyers are taking their initial research on products and services online. Nowadays, I just keep going with the research.

B2B 202

B2B Buyer Personas B2B Sales Buyer's Journey 202

Tony Zambito

JANUARY 5, 2022

In buyer insights research interviews during the pandemic, I have seen this tolerance level become more stated. Technology and information have produced greater transparency and the ability to see through hyperbole. That something, underdelivered, can be a product, service, performance, technology, or program. want is the truth….

Transparency 205

Transparency Research Buyer Personas Service 205

Tony Zambito

MAY 5, 2021

Without researching and interviewing people about this moment in history and about Winston Churchill, such a terrific story could not come together. Particularly if no research or insights is gathered about the central buyer or buyers as well as the challenges they seek to overcome. 2 – Goals Drive Their Pursuit.

Buyer Personas 198

Buyer Personas Storytelling Brand Identity Branding 198

Tony Zambito

APRIL 30, 2021

Companies who place value on gathering buyer insights to help inform how to attract, help, and retain buyers are establishing how their company is hard wired towards the buyer. Well-researched and crafted buyer personas tell the insightful story of how the goals of buyers arise and how they affect the choices and decisions buyers make.

Buyer Personas 176

Buyer Personas B2B Sales Organic Leads Profiling 176

Tony Zambito

MAY 14, 2021

Because if they are not created equally, meaning with proven research rigor and processes, we will wind up with a bunch of really bad buyer personas. There is no research or validation taking place. Core to buyer personas is qualitative buyer research. The purpose is to help inform important go-to-market strategies.

Buyer Personas 232

Buyer Personas Validation Deliverability Thought Leadership 232

Tony Zambito

MAY 12, 2021

The pandemic is creating a “new world order” in how buying processes are governed, how buyers source, how buyer research, and the list can go on and on. Buyer personas , when researched qualitatively, can help you to make personalization matter. Consisting of generic forms of background information passed off as a way to personalize.

Buyer Personas 221

Buyer Personas Marketing AI Personalization B2B Sales 221

Tony Zambito

JANUARY 20, 2022

When you are faced with a major decision, be it personal or business in nature, you want all the information you can get. You are looking to make an informed decision. After we reviewed what she received from a third party, she boiled it down to feeling she received a rehash of information they already knew and was easy to get.

Buyer Personas 147

Buyer Personas Press Advertising Mediums Customer Surveys 147

Tony Zambito

NOVEMBER 23, 2020

They are based on qualitative ethnographic research over a period of time. Where informing insights are once again gainfully sought. Analytics are helpful in informing where updating is needed. Buyer personas are archetypal representations of actual buyers that articulate insights into their goals. The Reasons Why To Update.

Buyer Personas 228

Buyer Personas Terms and Conditions Interactive Marketing B2B Sales 228

Tony Zambito

OCTOBER 22, 2020

is to enable the buyer to gain (digital) interactive information that helps them to achieve a purchase decision that solves a problem or attains a goal. The essential 5-stages to BxD are: Stage 1: Conduct Buyer Research – gain insights into buyers via qualitative buyer interviews. The purpose of Buyer Interaction Design ?

Design 226

Design Buyer Personas B2B Sales Interactive Marketing 226

Tony Zambito

JANUARY 13, 2022

The years 2001-2003 in these engagements were groundbreaking and helped to establish the value of buyer personas for informing buyer strategy and tactics. The results and outcomes were equally revealing. For instance, we saw sales knowledge and effectiveness ramp up shortened by months. And revenues increased by nearly 20%.

Buyer Personas 195

Buyer Personas Customer Surveys Advertising Agencies Paid Search Agency 195

Tony Zambito

NOVEMBER 18, 2020

When buyers find their digital interactions with B2B companies to be user-friendly, informative, and most importantly, relevant, then values are built. When gathering buyer insights through the use of qualitative research methods, B2B companies can be in a position to anticipate buyer needs. Interaction Experience. Anticipation.

Loyalty 195

Loyalty Lead Scoring Lead Ranking B2B Sales 195

Tony Zambito

MAY 7, 2021

The powerful concept of ethnographic research and personas have their roots in interaction design. For marketing and sales leaders seeking to develop an in-house expert or you want to Become A Buyer Persona Expert , visit this link for more information.). 4 – Work Better With Agencies.

Buyer Personas 220

Buyer Personas Allocation Paid Search Agency Advertising Agencies 220

Tony Zambito

JUNE 6, 2017

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. Their customers and buyers themselves. I decided to listen in on some calls and ask questions.

Marketing AI 214

Marketing AI Paid Search Agency Buyer Personas Companies 214

Tony Zambito

NOVEMBER 15, 2020

Employing the use of buyer research and buyer insights to go beyond. A role or job-description buyer profile or buyer persona will leave you ill-informed. Qualitative buyer research is a way to gain insights into how buyers are thinking as well as feeling. And make your buyers even more unrecognizable.

Buyer Personas 220

Buyer Personas Digital Transformation B2B Sales Interactive Marketing 220

Tony Zambito

DECEMBER 13, 2015

Nobel-prize winning research in the fields of psychology and sociology have proven people, and buyers within organizations, are not fully rational when it comes to decision-making. In my qualitative buyer research with several hundred buyers, in the past few years, findings show a counterproductive trend is occurring.

Buyer Personas 100

Buyer Personas Lead Ranking B2B Sales Research 100

Tony Zambito

OCTOBER 14, 2018

In several buyer persona research engagements within the past three years, this has become noticeable. Here is one interviewee from a buyer persona research engagement that gave a clue: “I was on a quest to find an answer. Developing a static view of a buyer’s journey is becoming problematic. What is it more like then?

Marketing AI 174

Marketing AI Buyer Personas Top of Funnel Digital Marketing Funnels 174

Tony Zambito

MARCH 6, 2016

There is a big problem when it comes to B2B customer research. According to various studies over the years (by credible institutions such as Harvard) regarding market and customer research, approximately 80% or better of B2B customer research is conducted to reinforce current assumptions about customers.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles B2B B2B Sales 100

Tony Zambito

NOVEMBER 1, 2015

In this same survey mentioned above, it was found 50% or more of marketers surveyed have not engaged in researching and creating buyer personas for their marketing efforts. They are archetypal representations of behavioral groups (based on qualitative research with real people) and the goals that drive their usage and choices.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles B2B Marketing Paid Search Agency 100

Tony Zambito

FEBRUARY 2, 2022

First, executives need to look at how they integrate their information and intelligence systems into generating insights. For instance, information and intelligence can get their most attention during annual planning. As of now, the lapse in time to make this happen can be too long.

Ad Building 228

Ad Building Blast Campaigns Broadcasting Forecasting 228

Tony Zambito

OCTOBER 4, 2015

It has been predominantly found, through decades of organizational and psychological research, that people make decisions relative to their goals and goal-directed behaviors. Where the disconnect occurs is when CMOs and their team focus solely on profile-based information as described above. Goals Matter To Buyers.

Direct Marketing 100

Direct Marketing Buyer Personas Allocation Ideal Customer Profiles 100

Tony Zambito

OCTOBER 23, 2016

With information readily available, buying behaviors have become more self-directed, as well as, more goal-directed. vendor) information is diminishing while credibility in influencer sources is rising. How executives acquire such insights today means conventional thinking on researching buyers and users separately needs a reboot.

Enterprise Management 100

Enterprise Management Marketing Strategy Marketing & Strategy Work Management 100

Tony Zambito

NOVEMBER 22, 2015

Here are seven elements CEOs and their teams must develop in order to make informed decisions to achieve growth: 1 – Research, Analytics, And Insights. Companies today will need to develop an integrated view of customer research. It does not suggest all information can fit on one page.

Buyer Personas 100

Buyer Personas Lead Ranking Buy Research 100

Tony Zambito

OCTOBER 26, 2020

Sharing information and going over what they’ve collected more often now.” – Colleen, Global Director of Procurement. To reset their buyer strategy for post-pandemic revival, leaders can take four actionable steps: Do buyer research to learn how buyer goals have changed. And, how they go about making decisions are changing.

Marketing & Strategy 245

Marketing & Strategy Buyer Personas B2B Sales Interactive Marketing 245

Tony Zambito

JANUARY 3, 2016

Nearly 70% of the respondents indicated they were confused about what buyer personas were, what were the differences between buyer profiling and buyer personas, what were the essential elements of buyer persona development, and the role of qualitative research methods – this is a decrease from 80% the previous year. Future Advancements.

Buyer Personas 100

Buyer Personas Correlation Effectiveness Ideal Customer Profiles 100

Tony Zambito

OCTOBER 26, 2015

In recent studies by IBM and other research studies on CEO sentiments, customer insight and understanding are identified as a top focus for CEOs. Resulting in a 3D view of buyers, which can help inform strategies related to each. Buyer Research Intent Requires Change. A case in point is the term “buyer’s journey.”

Buyer Personas 100

Buyer Personas B2B Paid Search Agency Ideal Customer Profiles 100

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. Based on my 15 plus years of interviewing literally thousands of buyers via buyer persona research , I am convinced buyers are not thinking within the frame of a buyer’s journey in the way as marketers believe they may be.

Buyer Personas 100

Buyer Personas B2B Content B2B Sales 100

Tony Zambito

FEBRUARY 15, 2022

They matter plenty when you can get the deep insights that allow you to make better-informed decisions in several areas: Investment in resources Go to market strategy Marketing strategy Sales strategy Product and design strategies. They will give you good information and activity-based intelligence.

B2B Marketing 147

B2B Marketing B2B Trust Marketing Marketing & Strategy 147

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

JANUARY 14, 2022

If your company is primarily a supplier to buyers, the ability to have keen up-to-date buyer insights and informative buyer personas is doubly important. What we have in 2022 is buyers and businesses are being faced with not necessarily a clean-cut post-pandemic world but with endemic new realities instead. On four major fronts.

Buyer Personas 234

Buyer Personas Startups Planning Positioning 234

Tony Zambito

JANUARY 25, 2012

For decades, B2B sales and marketing has relied on business information of the likes of Hoovers , Dun & Bradstreet , and others. Business information also plays a role in providing B2B with a level of company profiles and firmographics data about organizations within markets.

Buyer Personas 100

Buyer Personas B2B Allocation Peer-to-peer 100

Tony Zambito

AUGUST 14, 2016

Information Overload by Jenny Chisnell. And, more importantly, truly informs on customer strategies. As a means to help inform overall customer strategy. As the concept of buyer personas has crept into the conscious of both B2C and B2B Marketing, so has misguided representations of buyer personas become prevalent.

Buyer Personas 102

Buyer Personas Ideal Customer Profiles Profiling CMO 102

Tony Zambito

DECEMBER 8, 2015

Yet, I am concerned that the true goal-directed and qualitative research essentials of buyer personas are being missed by CMOs, CSOs, and their teams. 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

AUGUST 3, 2011

.   In part 4, I described a new role of Social Buyer Behaviorist and Anthropologist that can reside in a framework of researching buyer behavior through anthropological means.    Whereby the archetype buyer persona created represents an interface to the research conducted. 

Buyer Personas 100

Buyer Personas Organization Viral Marketing Ideal Customer Profiles 100

Tony Zambito

MAY 12, 2011

  Self-directed buying that involves research and evaluation as well as stakeholder analysis will become an increasingly important role in B2B organizations.    Here are a few guiding steps: Commit to Research : this step is like perhaps going to a 12-step program related to an addiction. 

Buyer Personas 100

Buyer Personas B2B Sales B2B Buying Cycle 100