Tony Zambito

JANUARY 5, 2011

A tough assignment for B2B marketers today is getting a handle on how buyers progress through the buying and selling cycles.    Understanding what buyers are doing in the lead generation to sales cycle gap is proving to be a competitive difference maker. .  Every story has to have a beginning.    . 

Buyer Personas 100

Buyer Personas Lead Ranking Work Management Buying Cycle 100

Tony Zambito

NOVEMBER 21, 2020

And a multitude of industries and markets drastically affected. We have already seen acceleration towards digital trends in both consumer and B2B markets. From eCommerce proliferating in many consumer markets to digital commerce in complex B2B becoming more acceptable. No area of everyday living has been left untouched.

Buyer Personas 255

Buyer Personas B2B Sales Research eCommerce 255

Tony Zambito

DECEMBER 23, 2020

Marketing Will Face Buyer Backlash. For most of 2021, marketing will see that many strategies and tactics coming out of the last decade will undergo reassessment. Hyper personalization to Account-Based Marketing will discover COVID-19 has accelerated the bad versus the good of many of the approaches implemented.

Marketing AI 235

Marketing AI Account Based Marketing Fulfillment Interactive Marketing 235

Tony Zambito

FEBRUARY 4, 2022

In this world of new realities, business leaders in operations, marketing, and sales desire such deep understanding to expand and grow. . Leading to enhanced predictability. A deeper understanding leads to insights on how to make the world a better place and shape a better future. .

Buyer Personas 219

Buyer Personas Correlation Fulfillment Analysis 219

Tony Zambito

OCTOBER 12, 2020

Many customer experience efforts by B2B organizations have content marketing as a cornerstone for such initiatives. This is the type of mindset that has created a host of problems leading to bankruptcies in the American retail industry.

Buyer Personas 310

Buyer Personas B2B Amazon Fulfillment 310

Tony Zambito

MAY 19, 2021

Marketing and Sales Leaders Can Leverage Buyer Insights To Create Rewarding Digital Buying Experiences For Buyers. It is assumptions about the buying journey, I believe, that lead to a number of issues causing angst to sales and marketing leaders. Not that this type of outcome was ever in question. To name a few.

Differentiation 244

Differentiation Top of Funnel Buy Buyer Personas 244

Tony Zambito

NOVEMBER 8, 2020

Iacocca, who died at the age of 94 in 2019, was a visionary leader who was the only executive in modern times to lead two of the Big Three American automakers. Iacocca, in both situations, had to overcome much adversity and uncertainties to lead. The uncertainties are making it hard for B2B sales and marketing leaders to plan.

Allocation 187

Allocation Buyer Personas B2B Lead Ranking 187

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 11, 2021

This will lead buyers to further ignore or turn-off the overwhelming volume of content they are facing day in and day out. This will decrease the tolerance for hyperbole in a firm’s marketing and sales effort. What may have caused buyers in the past to take such with a “grain of salt” may lead to outright elimination.

Trends 209

Trends B2B Sales B2B Marketing Spending 209

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

MAY 26, 2021

Marketing And Sales Teams Should First Align With An Important Buyer Mindset Before Jumping In Helping Buyers To Buy. A mindset with end results favorable to marketing and sales. This an important and distinctive mindset for marketing and sales teams to adapt to. . A purchase. This is of a similar vein. .

Buy 196

Buy Buyer Personas B2B Sales Gartner 196

Tony Zambito

NOVEMBER 18, 2020

Let us take a look at seven areas of buyer insights that can help lead to unshakable loyalty: Community. Enabling buyers in a positive way leads to loyalty. Buyer insights into these seven areas can help B2B leaders in marketing and sales to draw a tighter connection between value and loyalty. Interaction Experience.

Loyalty 195

Loyalty Lead Scoring Lead Ranking B2B Sales 195

Tony Zambito

JUNE 8, 2020

A quarterly monitoring study of buyer attitudes about buying decisions during and after the COVID-19 Crisis, the COVID-19 Buyer Outlook Insights study will bring timely and essential buyer persona-based decision-making about when and how to resume marketing and sales. What kinds of marketing and selling strategies will be appropriate?

Studies 162

Studies Buyer Personas Paid Search Agency Sample 162

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? The new shift in buyer goals and interaction preferences will lead to a return of focus on buyer insights and understanding buyer persona goals.

Buyer Personas 294

Buyer Personas B2B Sales B2B Interactive Marketing 294

Tony Zambito

JANUARY 19, 2022

Business leaders, in consumer and B2B businesses alike, who can take on this unsaid accountability will have the best chance to lead in their markets. Buyers are looking to you and organizations to offer them a brand vision that helps to shape a better future.

Buyer Personas 207

Buyer Personas Organic Leads Brand Identity Branding 207

Tony Zambito

APRIL 20, 2021

Working with many leading organizations and hundreds of marketing and sales leaders to succeed. For over 20 years, as the founder and innovator of the buyer persona concept, I’ve advocated for achieving a deeper understanding of buyers.

Buyer Personas 130

Buyer Personas Communities Organic Leads Research 130

Tony Zambito

JANUARY 21, 2022

Many businesses today, in their marketing and sales operations, have an insatiable thirst for data and intelligence about their buyers and customers. The balancing of these two forms of information and intelligence processing can lead to human-centered insights. Data-centric intelligence requires input from data.

Marketing AI 204

Marketing AI Buyer Personas Marketing & Strategy Act-On 204

Tony Zambito

JANUARY 14, 2022

New variants have disrupted countries, economies, markets, and industries. Offering up how marketing and selling can succeed in a post-pandemic world. It is evident now that inflation will affect many parts of the economy, and this will lead to a longer period of inflationary pressures. Some detrimentally.

Buyer Personas 234

Buyer Personas Startups Planning Positioning 234

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

JUNE 6, 2017

This growth in the volume of data has spawned numerous types of data analytics services provided for marketing and sales management to deal with the ever-increasing volume of data. Such an ability to learn patterns that lead to artificial intelligence can result in vastly improved customer experiences. Insular We Have Become.

Marketing AI 214

Marketing AI Paid Search Agency Buyer Personas Companies 214

Tony Zambito

NOVEMBER 23, 2020

I hear plenty from B2B marketing and sales leaders the mention of “buyer personas.” B2B leaders can look to market and buyer signals letting them know it is time to reset strategies, gain insights, and update their buyer personas. Leading to more opportunities to engage. Be wary of updating the bad to worse.

Buyer Personas 228

Buyer Personas Terms and Conditions Interactive Marketing B2B Sales 228

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

OCTOBER 1, 2018

B2B leaders in marketing and sales will have to transition from the narrower journey understanding to that of attaining insights on the entire B2B lifecycle. Especially those organizations who have seen their market business models uprooted by digital transformation. Disruption. Shifting the focus to enabling ongoing customer success.

Buyer Personas 174

Buyer Personas Lead Ranking Digital Marketing Funnels Urgency Marketing 174

Tony Zambito

MAY 5, 2021

Marketing Leaders Can Use 4 Approaches Involving Buyer Personas To Create A Brand Story Buyers Will Want To Read. As the title gives away, the central character is Winston Churchill and Larsen delivers a terrific story on his role in leading the British nation through a difficult time in its history.

Buyer Personas 198

Buyer Personas Storytelling Brand Identity Branding 198

Tony Zambito

MARCH 2, 2022

Mutual funds and pension plans investing in Russian markets, commodities, and securities were seen as opportunistic. An important insight is many corporations lead with Environmental when talking about ESG. Up until last week, buying barrels of Russian oil was deemed as okay and a necessity.

Order 147

Order Business Planning Demand 147

Tony Zambito

DECEMBER 6, 2020

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. When wrong methods are used, little to no buyer insights are discovered leading to strategic growth opportunities. Tactical vs. Strategic.

Organization 183

Organization B2B Buyer Personas Fulfillment 183

Tony Zambito

JANUARY 29, 2017

Relying on a status quo of traditional means such as focus groups, win/loss oriented interviews, surveys, and buyer interviews that are grounded in conventional yet outdated sales and product marketing concepts. Especially as related to the veiled covering of old sales and product marketing methods and presenting as an expert method.

Digital Transformation 100

Digital Transformation Buyer Personas Ideal Customer Profiles B2B Thought Leadership 100

Tony Zambito

FEBRUARY 2, 2012

Recently, I published two articles related to 5 ways buyer behaviors are affecting B2B sales , and 5 ways they are affecting B2B marketing. Without question, changing buyer behaviors are also impacting how we think about Demand Generation or as it has been conventionally called – lead generation. And labels can be a dangerous thing.

Demand Generation 100

Demand Generation Lead Ranking Demand Generation 100

Tony Zambito

OCTOBER 27, 2018

Many customer experience efforts by B2B organizations have content marketing as a cornerstone for such initiatives. In a previous article , I mentioned that one of the most heavily produced forms of marketing advisory content has to do with mapping content to the buyer’s or customer’s journey.

B2B 165

B2B Amazon Buyer Personas Fulfillment 165

Tony Zambito

MAY 4, 2011

  They have helped companies to gain insights into market opportunities, find out why challenges exists, depict buying processes, and how to map critical sales and marketing strategies to the goals of buyers.  The Importance of Buyer Personas to Lead-to-Revenue Management. The Design of Content Marketing.

Buyer Personas 100

Buyer Personas Research Ideal Customer Profiles Demand Generation Agencies 100

Tony Zambito

MARCH 6, 2016

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. Myths Hurting B2B Marketing And Sales. The scarier notion is some may not even know it exists.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles B2B B2B Sales 100

Tony Zambito

MARCH 12, 2017

It is safe to say that no industry or B2B markets will go without some form of disruption affecting buyers and buying behaviors. More so than in consumer oriented markets, B2B markets had a degree of predictability that companies often relied on. You Are Working From Old Organizational Hierarchy Perceptions.

Buyer Personas 251

Buyer Personas B2B Digital Transformation B2B Sales 251

Tony Zambito

MAY 4, 2020

as a major source of leads will have to figure out a new avenue. Business leaders will further their focus on trying to estimate the long-term outlook for their organizations, markets, buyers, and partnering industries. For many businesses, in particular those who relied on demoing, conferences, exhibits, and etc. Long-Term Outlook.

Marketing AI 173

Marketing AI Buyer Personas Advertising Agencies Conference 173

Tony Zambito

DECEMBER 20, 2015

These facts from the 137 respondents, from a variety of roles primarily in marketing, shows a strong correlation between the use of qualitative research and the effectiveness of buyer personas. Documentation Leads To Effectiveness. This is telling in the sense that buyer personas are still being “siloed” in marketing.

Buyer Personas 100

Buyer Personas Research Studies Demand Generation Agencies 100

Tony Zambito

MAY 23, 2010

   Organizations today in their pursuit to get more leads, grow more revenue, and close more deals can lose sight of the fundamental process of listening to customers and being attentive to nuance changes in their goals.    Consistency in listening to customers and determining their goals is the hallmark of excellence.

Buyer Personas 100

Buyer Personas Wikipedia Ideal Customer Profiles Social Media 100

Tony Zambito

NOVEMBER 15, 2010

.  This past election made me think about parallels to the ongoing debate that surrounds sales and marketing alignment.    As if the state of sales and marketing has an imaginary aisle like the House on Capitol Hill.    Marketing’s role has been primarily one of PULL. 

Buyer Personas 100

Buyer Personas Paid Search Agency Buying Cycle Lead Ranking 100

Tony Zambito

OCTOBER 11, 2010

A few years ago at the first mPlanet conference ever held, I had the opportunity to listen to  and speak with Dan Henson who was then GE’s Chief Marketing Officer for all of GE’s divisions.    The topic that day was "How World Class Organizations Innovate in B2B Markets."    B2B is also B2P.

Buyer Personas 100

Buyer Personas Marketing Automation Services Lead Ranking Conference 100