Tony Zambito

APRIL 19, 2012

Lead generation today is becoming the art and science of targeting. Quantitatively, we are seeing through various studies and reports that buyers are engaged in the buying process differently. Depending on which study, buyers are performing different kinds of activities for nearly 70% of the buying process before sales intervention.

Lead Generation 100

Lead Generation Lead Ranking Tactics Buyer Personas 100

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. That the acts of processing information and gathering intelligence become the dominant center of strategies related to buyers and customers.

Marketing AI 204

Marketing AI Buyer Personas Marketing & Strategy Act-On 204

Tony Zambito

MAY 19, 2021

Marketing and Sales Leaders Can Leverage Buyer Insights To Create Rewarding Digital Buying Experiences For Buyers. Some of the assumptions being made about the buyer’s journey and even the internal buying processes of buyers are sounding very antiquated. 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

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

JANUARY 11, 2021

In the world of B2B, buying teams and processes are prominent. 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. Backlash Against Content Flood.

Trends 209

Trends B2B Sales B2B Marketing Spending 209

Tony Zambito

MAY 14, 2021

Marketing and Sales Leaders Need To Know The Difference Between Bad Versus Good Buyer Personas To Achieve Growth. 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. 3 – Anyone In Marketing Can Create A Buyer Persona.

Buyer Personas 232

Buyer Personas Validation Deliverability Thought Leadership 232

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

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. Hot buzzwords steamrolling through 2017 are Machine-Learning, Natural Language Processing (NLP), and Artificial Intelligence. Insular We Have Become.

Marketing AI 214

Marketing AI Paid Search Agency Buyer Personas Companies 214

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. This is no longer true. The workplace is changing.

Buyer Personas 174

Buyer Personas Lead Ranking Digital Marketing Funnels Urgency Marketing 174

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

FEBRUARY 28, 2016

When it comes to the state of B2B content marketing and engagement, this proverb is on the mark. According to a recent study by Track Maven , one among a few on this topic, shows both B2B and B2C marketers have increased their publishing of content in 2015 by as much as 35 to 40%. by Juan Pablo Bravo. Sometimes more is truly less.

Buyer Personas 100

Buyer Personas B2B Content B2B Sales 100

Tony Zambito

MAY 4, 2020

The digitization of business models and processes will become more the norm as we endure at the minimum, the next two years. as a major source of leads will have to figure out a new avenue. Organizations that began to address digitization a few years ago will be in a better position than those that are now forced due to the pandemic.

Marketing AI 173

Marketing AI Buyer Personas Advertising Agencies Conference 173

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."  Design Commitment.

Buyer Personas 100

Buyer Personas Marketing Automation Services Lead Ranking Conference 100

Tony Zambito

JANUARY 18, 2011

.  Adam gives us a good sense of the numbers and dollars being invested in demand generation and marketing automation.  You are focus on lead quantity not lead quality.   Acquiring a deep understand of your target buyer and their buying process.  I couldn’t agree more!

Buyer Personas 100

Buyer Personas Demand Generation Demand Generation 100

Tony Zambito

AUGUST 14, 2016

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. With many touted frameworks and processes being representative of buyer personas in name only. Information Overload by Jenny Chisnell. Data Overload.

Buyer Personas 102

Buyer Personas Ideal Customer Profiles Profiling CMO 102

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

DECEMBER 13, 2015

When marketing and sales leaders often think about how buyers make decisions, they are viewed through a prism of buyers making rational and process-driven decisions. Leading to many strategies and tactics devoted to attempts to market or sell to the rationale behind decisions and buying processes.

Buyer Personas 100

Buyer Personas Lead Ranking B2B Sales Research 100

Tony Zambito

SEPTEMBER 22, 2010

  This rethinking raises questions as well as the dialogue today on the effectiveness of the traditional functions of sales, marketing, support, and customer service.   Buying processes and buying decisions are being restructured many times over.  Buyer Journey Mapping and Design.

Top of Funnel 100

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

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

SEPTEMBER 20, 2010

  This rethinking raises questions as well as the dialogue today on the effectiveness of the traditional functions of sales, marketing, support, and customer service.   Buying processes and buying decisions are being restructured many times over.  Buyer Journey Mapping.   Buyer Experience Design. . 

Top of Funnel 100

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

Tony Zambito

JUNE 5, 2016

In other words, approximately 80% of marketing and sales investments are going towards 20% of the buying decision. Applying models, diagrams, processes, mapping, journeys, and the like to, as one Vice President of Marketing put it to me, “make customer experience happen” in their organization. Would you agree?

Buyer Personas 100

Buyer Personas Research B2B Correlation 100

Tony Zambito

OCTOBER 3, 2018

Insights-driven sales transformation calls for organizations to align sales and operational processes with key insights and understanding about buyers. In performing research for a leading analytics firm, this particular comment from an interviewee stood out: “They came to the table with nothing. This statement, alone, is nothing new.

Enterprise Management 169

Enterprise Management B2B Thought Leadership Urgency Marketing Work Management 169

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

MAY 23, 2010

  John Wooden established a disciplined process to impart among his players how to achieve this focus and accomplish many step-ladder goals towards the ultimate goal of winning the championship.    There was a process where each season began with a concentrated focus on fundamental skills and a core set of plays.  

Buyer Personas 100

Buyer Personas Wikipedia Ideal Customer Profiles Social Media 100

Tony Zambito

OCTOBER 18, 2010

.  Katzenberg unveiled before the audience the experiences they underwent as they tried various story boarding processes and began using revolutionary technology to create animation like never before.    Most revealing was how many phases of production took place and how each phase was an experiential process in of itself. 

Buyer Personas 100

Buyer Personas Buyer's Journey Allocation Trigger Marketing 100

Tony Zambito

APRIL 29, 2010

  Buyer personas, derived from a rich and robust process of getting to know customers and buyers experientially, can serve as the media for executives to tell the story about their buyers and how their company will help to continue the story. 

Buyer Personas 100

Buyer Personas Rules Marketing Automation Services Wikipedia 100

Tony Zambito

MAY 17, 2010

.  Creating a national following that rivaled some of the best marketing and advertising prowess dreamed up by Madison Avenue.    The New York Yankees, Dallas Cowboys, and Chicago Bulls all have had dynasty years which extended their marketing advertising reach far beyond their geographic regions.

Buyer Personas 100

Buyer Personas B2B Marketing B2B Content 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

SEPTEMBER 8, 2010

.  Compounding these challenges is the rapid transformation underway in the buyer-seller relationship brought on by the advent of digital marketing and social media technology.  Alignment : The issue of sales and marketing alignment has been written about extensively over the past few years. 

Buyer Personas 100

Buyer Personas Buying Cycle B2B Lead Ranking 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. Model Buyer-Based Selling : remapping processes is going to take some hard work. ©All Rights Reserve by PhotoSteve 101.

SMB 100

SMB Buyer Personas Lead Ranking B2B Sales 100

Tony Zambito

OCTOBER 27, 2010

Recently, I had an engaging conversation with Lauren Carlson, a CRM Analyst with   Software Advice , as well as read her article Tailwinds for Marketing Automation Software posted on The Software Advice Blog.    Increasing the span of engagement and assessment that buyers and marketers intersect at. 

Trends 100

Trends Peer-to-peer Buyer Personas Marketing Automation Services 100

Tony Zambito

NOVEMBER 16, 2011

This is the third article looking at buyer trends that will influence marketing and sales in the near and foreseeable future.  The significant buyer trend of the past decade has become the blinding obvious – we know that buyers are self-directing 70% to 80% of their own buying process.    The Future. . 

Fulfillment 100

Fulfillment Demand Generation Demand Trends 100

Tony Zambito

OCTOBER 4, 2010

B2B market CEO’s must feel a little like the great explorer’s of our time.    An important attribute that B2B CEO’s will need to possess to lead organizations in Buyer Experience Innovation is ecosystem thinking.  Image via Wikipedia.   There are no definitive maps to get you there per se’. 

Buyer Personas 100

Buyer Personas Marketing Automation Services Buying Cycle Lead Ranking 100

Tony Zambito

JULY 17, 2016

Leading to more effective online engagement, content design, and sales conversations. But was it something that was going to really transform our marketing? Doing so provides the deeper level of understanding required to create resonance with customers in all aspects of marketing and sales. Transform Marketing.

Intent 100

Intent Buyer Personas CMO Work Management 100

Tony Zambito

NOVEMBER 21, 2010

Optimizing revenue growth is by far the toughest assignment for sales and marketing today.    Buyer Silo View : An underlying theme in the sales and marketing alignment debate has been the problematic issue of silo thinking each area can engage in.  Image by jackanapes via Flickr.

Top of Funnel 100

Top of Funnel AIDA Buyer Personas Terms and Conditions 100

Tony Zambito

JANUARY 2, 2011

  These same B2B leaders searching for the key to finally achieve marketing and sales alignment that has proven to be elusive year after year.  Map the buyer’s journey and the buying process.   In essence, providing a framework to lead from as well as take the organization through the reinvention process. 

Buyer Personas 100

Buyer Personas B2B Buyer's Journey B2B Sales 100