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.

Ideal Customer Profiles 100

Ideal Customer Profiles Profiling Buyer Personas Marketing Management 100

Tony Zambito

FEBRUARY 28, 2016

For example, in one organization I helped recently, they perceived there were 7 stages for a generalized buyer’s journey of their target customers. Let a buyer speak out on this: “One thing I have noticed is an uptick in emails and information sent to me. They also believed there should be 3 to 4 types of content for each stage.

Buyer Personas 100

Buyer Personas B2B Content B2B Sales 100

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. Oftentimes, we see B2B businesses confuse buyer personas for profiling the roles they are targeting within segments.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles B2B Marketing Paid Search Agency 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

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. . This includes getting a good sense about their Buyergraphics – their attitudes, perceptions, values, information needs, and more.

SMB 100

SMB Enterprise Management Buyer Personas Marketing Management 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. Putting them on a renewed market strategy path that targeted new segments and introduced new product and service innovations.

Enterprise Management 100

Enterprise Management Marketing Strategy Marketing & Strategy Work Management 100

Tony Zambito

MARCH 18, 2012

This is part 1 of a series on the challenge of targeting SMB markets and how the use of target buyer modeling and buyer-based marketing help organizations to grow their SMB customer base. . There is good reason for Fortune 1000 or Global 2000 companies to target revenue growth from the SMB segment.

SMB 100

SMB Enterprise Management SME Work Management 100

Tony Zambito

JANUARY 18, 2011

In the article, Adam lays out three reasons why failure exists: Your plan is not built around your target buyer.   Acquiring a deep understand of your target buyer and their buying process.    Too often B2B demand generation plans are not built around the modern B2B buyer and his/her information consumption needs."

Buyer Personas 100

Buyer Personas Demand Generation Demand Generation 100

Tony Zambito

OCTOBER 4, 2015

Often, we see confusion related to objectives, initiatives, targets, criteria, metrics, and etc. Where the disconnect occurs is when CMOs and their team focus solely on profile-based information as described above. Particularly within the context of B2B marketing. These attempts are impersonal and fact-based.

Direct Marketing 100

Direct Marketing Buyer Personas Allocation Ideal Customer Profiles 100

Tony Zambito

JUNE 26, 2016

My recommendations for B2B CMOs is to view their target markets and audiences as communities. 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.

Buyer Personas 104

Buyer Personas Research B2B Fulfillment 104

Tony Zambito

FEBRUARY 15, 2010

  Target marketing and the advances in the selling professions such as Consultative Selling, Conceptual Selling, LAMP, Key Account Selling, and the many more have all included an element of profiling your target customer. How does your target go about making decisions?   Buyer Personas Informs Strategy.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles Profiling Lead Ranking 100

Tony Zambito

APRIL 29, 2012

Their information needs do not necessarily align or map one-to-one to a linear view of buying stages. Buyers are getting their information needs met at the right time, the right place, and the right situation of challenges they are dealing with. Are Your Lead Generation Tactics Targeting The Wrong Buyer? Follow @tonyzambito.

Lead Nurturing 100

Lead Nurturing Lead Ranking Leads Lead 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. Which side are you going to be on?

Demand Generation Agencies 100

Demand Generation Agencies Wikipedia Demand Generation Buyer Personas 100

Tony Zambito

AUGUST 3, 2011

.  It is important to look at the track record of experience in having conducted anthropological inspired research and being able to translate into buyer personas that inform on business models, buyer strategies, meeting market or competitive challenges, and adaptive strategies.    Involve Multi-Disciplinary Groups. . 

Buyer Personas 100

Buyer Personas Organization Viral Marketing Ideal Customer Profiles 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. And, buyer personas are sought to identify the roles to target for account-based marketing.

Buyer Personas 100

Buyer Personas Digital Transformation Enterprise Management Account Based Marketing 100

Tony Zambito

MARCH 7, 2010

.   Let’s first start with a simple definition of buyer enablement: “Enabling a transparent ability for buyers to research and interact that provides for the gathering of the right information to make an informed decision.”. Right Information.   Transparency. .   Why? .   Tags: Strategy.

Transparency 100

Transparency Buyer Personas Correlation Deliverability 100

Tony Zambito

MAY 12, 2011

Don’t Fall in the Profiling Trap : a misunderstanding I wrote about in my recent article, Use Buyer Personas to Segment by Buying Behavior , is thinking that buyer personas are a profiling of specific titles and/or roles in your target organization.  Eliminate Information Fog and Selling Friction!   Related articles.

Buyer Personas 100

Buyer Personas B2B Sales B2B Buying Cycle 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

MAY 11, 2011

  Usually a component of this effort is the target role and title you’ve got neatly pegged into a sales automation or CRM application.    The target buyer title identified and department most likely shifting in a timeframe of six months or less in some cases.    Let me end with an illustration. 

Buyer Personas 100

Buyer Personas Segmentation Buy Work Management 100

Tony Zambito

APRIL 2, 2011

Information is Filtered : information on buyers comes from the same sources repeatedly it seems.    The problem is that there is too much information and you hate to admit it – you don’t even know what to do with it! .  In today’s changing buyer landscape, this type of statement may no longer be 100% true. 

Buyer Personas 100

Buyer Personas Trade Show Buzz Social Networks 100

Tony Zambito

MARCH 16, 2010

Goal Centric addresses senior leaders’ need to gain critical market and buyer insight to inform strategies that result in top line revenue growth. The Buyer Persona Playbooks provided us with the information we needed to win in the mid-market space. For more information, visit www.goalcentric.com. # # #.

Buyer Personas 100

Buyer Personas Marketing & Strategy Enterprise Management Buying Cycle 100

Tony Zambito

OCTOBER 25, 2010

The “buyer” is a term used in the B2B context by which the “buyer” represents the target buyer persona and the stakeholders that represent the multi-disciplinary buying committees.  Loyalty : The buyer experiences two-way loyalty when faced with considerations to renew products, services, or address new initiatives.

Design 100

Design Buyer Personas B2B Thought Leadership Multi-Channel 100

Tony Zambito

MAY 17, 2010

  Content that is tailored to the understanding of your target buyer persona’s goal orientation will have much more impact.  To rise above parity, B2B marketing can become more relevant to their target buyer personas by gaining a deep understanding of buyer goals and aligning content with these goals. 

Buyer Personas 100

Buyer Personas B2B Marketing B2B Content 100

Tony Zambito

APRIL 16, 2012

And many a frustrated buyer has abandoned a buying process and decision with a company out of frustration from too many hurdles to jump before they can get the information they want. Boost Demand Generation Using Target Ready Buyer Models (buyerology.com). Related articles.

Sales Management 100

Sales Management Top of Funnel Planning Demand Generation 100

Tony Zambito

APRIL 7, 2008

The buyer was always thought of as the "target" and was a "customer" after the sale. The Internet has made most of the information a buyer needs to know available at their finger tips. Sales forces must be armed with knowledgeable information that is in synch with the buying cycles of their marketplace.

Buying Cycle 100

Buying Cycle Comparison Buyer Personas Marketing Management 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

JUNE 14, 2010

  She is able to create a new customer experience for the salon’s clients such as showing different styles of cuts, product information, appointment setting, and other applications.   Understanding an organization’s target set of digital buyer personas will become even more critical than ever. 

Buyer Personas 100

Buyer Personas Wikipedia Social Media Marketing Automation Services 100

Tony Zambito

AUGUST 2, 2011

  The term  buyer persona is being defined incorrectly as a target profile for content as opposed to an informing process that shapes content strategy. The New Role of Buyer Behavior Research. As we continue to witness the evolving social age, the need for buyer behavior research becomes more important than ever. 

Buyer Personas 100

Buyer Personas Viral Marketing Ideal Customer Profiles B2B Sales 100

Tony Zambito

DECEMBER 20, 2020

Which is all about reaching buyers within target accounts with content. Consider that a potential B2B buyer can be the target of 15-20 seller companies. Buyers are being subjected to an enormous amount of content and targeting daily, if not hourly. If I want to find information, I go visit a few sites, right? Big mistake!

Account Based Marketing 273

Account Based Marketing Buyer Personas B2B Content 273

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

APRIL 6, 2012

This is part 5 and final article 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. ©All Rights Reserve by PhotoSteve 101. Prognosticators today abound on the demise of sales. Not so fast.

SMB 100

SMB Buyer Personas Lead Ranking B2B Sales 100

Tony Zambito

MAY 1, 2011

  Insight into the social buyer persona is even more important if your targeted segment happens to be one of those adopting social technologies at a fast rate. .  There should also be a healthy realization that knowledge of buyers may be not up to date.    What do I mean?

Planning 100

Planning Buyer Personas Buying Cycle Marketing Automation Services 100

Tony Zambito

DECEMBER 5, 2010

Companies will begin to invest more heavily in attaining buyer and market insight that reveal buyer goals, target buyer personas, and mapping of buyer journeys.    Trend 6: Buyer experience branding. More B2B organizations will begin to bring an encompassing perspective to branding that has a distinct buyer experience orientation. 

Trends 100

Trends Buyer Personas AIDA Buyer's Journey 100

Tony Zambito

AUGUST 21, 2011

  Before the Apple iPhone, Smartphones were essentially targeted towards the business buyer and the enterprise.    Apple’s retail presence allowed buyers to get informed about the iPad, touch it, experience it, and talk to knowledgeable Apple dedicated folks.    Let’s think back just a little. 

Distribution 100

Distribution Buy Marketing & Strategy Marketing 100

Tony Zambito

MARCH 30, 2012

This is part 4 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. . It’s as if they are clueless that I may have visited their site and got information to review. © All Rights Reserved I-5 Design and Manufacturer.

SMB 100

SMB Advertising Channels Enterprise Management Work Management 100

Tony Zambito

MAY 20, 2012

Understanding about buyer personas and their place in the grander effort of modeling buyers to inform marketing and sales strategies ranges from harmful misperceptions to evolving maturity levels profoundly transforming organizations. Are Your Lead Generation Tactics Targeting The Wrong Buyer? Follow @tonyzambito. Related articles.

Buyer Personas 100

Buyer Personas Lead Ranking Demand Generation Agencies Ideal Customer Profiles 100

Tony Zambito

FEBRUARY 22, 2012

The floodgates have opened on channels, social media, old media, the Internet, and countless other ways to interact, explore, retrieve, and digest information in this new era of the buyer. Today, buyers make the choice on which information cards they decide to deal. Buyers Have Many Options.

Top of Funnel 100

Top of Funnel B2B Sales Marketing Funnels Wikipedia 100