Tony Zambito

AUGUST 14, 2016

Yes, buyer profiling can be helpful for sales and marketing automation, for instance. The combination of matrix and quantification thinking can lead to some outlandish numbers. Lost in this cycle are any true buyer insights that can transform marketing. Why do I say labeled in name only ?

Buyer Personas 102

Buyer Personas Ideal Customer Profiles Profiling CMO 102

Tony Zambito

NOVEMBER 15, 2010

  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.    Executive turnover is rampant in the key positions of head of sales and head of marketing.  Sales Enablement, and Marketing Automation. 

Buyer Personas 100

Buyer Personas Paid Search Agency Buying Cycle Lead Ranking 100

Tony Zambito

MAY 17, 2010

.  Businesses continue to be in receipt of multiple waves of marketing messaging, email marketing, demand generation, pay per click, and many new forms of social networking oriented content.     How can B2B businesses achieve more efficiency as well as effectiveness in their content marketing initiatives? .   

Buyer Personas 100

Buyer Personas B2B Marketing B2B Content 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

OCTOBER 11, 2010

  A profound understanding that, as Dan Henson highlighted back then, can lead to innovation in services, products, and relationships.    Executives will need to lead in establishing that purposeful redesigning around buyer experience is intentional.    B2B is also B2P.

Buyer Personas 100

Buyer Personas Marketing Automation Services Lead Ranking Conference 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 8, 2010

Design Thinking : Forward thinking CEO’s today are leading their organizations through sound design thinking in products, services, and experiences.    Today's leading B2B CEO's are beginning to make brand experience a considerable component of strategy.

Buyer Personas 100

Buyer Personas Buying Cycle B2B Lead Ranking 100

Tony Zambito

APRIL 29, 2010

.   Tags: buyer goals buyer insight buyer persona development Buyer Personas buying process Customer Insight customer strategy demnad generation Digital Buyer Persona digital marketing digital marketing strategy lead generation Marketing marketing automation Personas social business strategy social media social media marketing social media strategy (..)

Buyer Personas 100

Buyer Personas Rules Marketing Automation Services Wikipedia 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.   Pointing out however that the success rate is still low and using his words: “a pretty dismal state”.

Buyer Personas 100

Buyer Personas Demand Generation Demand Generation 100

Tony Zambito

NOVEMBER 1, 2010

  Buyer Interaction Modeling : For every stage in the buyer’s journey, interactions that correlate to a buyer’s journey lead to successful buyer experience design.  .  In this series, I have presented the Seven Principles of Buyer Experience Journey Mapping and the Seven Stages of the Buyer Experience Journey as primers. 

Design 100

Design Buyer Personas B2B Thought Leadership Lead Ranking 100

Tony Zambito

AUGUST 16, 2010

I believe that a result of this anticipatory ability on the part of several leading organizations will be the creation of new media channels that ultimately may eclipse Twitter and Facebook in the minds of buyers. A defining moment we can anticipate and be excited about indeed.

Buyer Personas 100

Buyer Personas Allocation Marketing & Strategy Social Media 100

Tony Zambito

JUNE 14, 2010

  Equally of importance is how this understanding leads to dynamic customer experiences that shape a company’s own brand persona.   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

OCTOBER 25, 2010

  Paul Greenberg , a prolific speaker and leading thinker on Social CRM and author of CRM at the Speed of Light has written and spoken often on the notion that customers and buyers are not expecting just a product but are expecting experiences. 

Design 100

Design Buyer Personas B2B Thought Leadership Multi-Channel 100

Tony Zambito

NOVEMBER 21, 2010

Tags: buyer behavior buyer ecosystem buyer enablement buyer experience buyer experience design buyer experience innovation buyer experience strategy buyer goals buyer insight buyer persona buyer persona development Buyer Personas buying process Customer Insight customer strategy demand generation Digital Buyer Persona digital marketing digital marketing (..)

Top of Funnel 100

Top of Funnel AIDA Buyer Personas Terms and Conditions 100

Tony Zambito

SEPTEMBER 15, 2010

Principle 1: Senior executives lead.   In this case, a CEO is wise to choose a senior executive with that special attribute and capability of unifying sales, marketing, and service into alignment with buyer experience.  Insight is foundational to buyer experience innovation 4.

Marketing Management 100

Marketing Management Buyer Personas Marketing Automation Services Loyalty 100

Tony Zambito

OCTOBER 18, 2010

.  Mapping the buyer journey provides a basis for making informed decisions on how to align strategies, structure, and go-to-market processes with enhanced relevancy to buyers.    This no doubt causes challenging assignments for digital and content marketers.    How? . 

Buyer Personas 100

Buyer Personas Buyer's Journey Allocation Trigger Marketing 100

Tony Zambito

APRIL 17, 2011

These strategy areas include content strategy, social marketing, marketing automation, social selling, demand generation, and buyer experience marketing.  .  This is especially true when you consider there are several important strategic areas evolving at a rapid pace.

Buyer Personas 100

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

Tony Zambito

DECEMBER 19, 2010

  This is old news now and has created the expanding industry of marketing automation.    This is a major challenge because many B2B organizations, both in their sales and marketing departments, have built-in processes where they want to start from the “beginning” with potential buyers. 

Top of Funnel 100

Top of Funnel Trends Conversion Buyer Personas 100

Tony Zambito

SEPTEMBER 6, 2016

This can include the use of tracking from sales automation and marketing automation to keep honing in on the profile of buyers most likely to engage. What can trip up CMOs and marketers, as well as, heads of sales today are when they receive advice that a buyer persona initiative can do it all for them.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles Segmentation Profiling 100

Tony Zambito

MAY 18, 2011

.  This phenomenon is causing turmoil in the rank and file infrastructure of B2B Marketing and B2B Sales.    The results of these new approaches and technologies are mixed as best to date.    Why do some work and others do not remain a puzzle. . 

Peer-to-peer 100

Peer-to-peer Buyer Personas B2B Thought Leadership Lead Ranking 100

Tony Zambito

APRIL 7, 2010

  Demands for sales force automation, marketing automation, social media platforms, content marketing platforms, lead generation programs, and much more presented with business case studies that appeal to the analytical side of business logic.   Adapt Strategies to Your Market.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Buyer Personas Marketing Strategy 100

Tony Zambito

MAY 4, 2011

.  As buyer personas makes their way into the dialogue of B2B marketing, content marketing, lead generation, and lead nurturing, this seems to be what is happening:  buyer personas are being seen as another means for profiling buyers.  The Importance of Buyer Personas to Lead-to-Revenue Management.

Buyer Personas 100

Buyer Personas Research Ideal Customer Profiles Demand Generation Agencies 100

Tony Zambito

NOVEMBER 28, 2010

.  Tags: buyer behavior buyer ecosystem buyer enablement buyer experience buyer experience design buyer experience innovation buyer experience strategy buyer goals buyer insight buyer persona buyer persona development Buyer Personas buying process Customer Insight customer strategy demand generation Digital Buyer Persona digital marketing digital (..)

Social Media 100

Social Media Peer-to-peer Buy Media 100

Tony Zambito

JANUARY 30, 2011

  As I see it, audience development does not equate one-to-one with such efforts related to relationship marketing, selling approaches, lead generation, and other similar tactical means.  .  Like any new term that arrives in a business context, it is prone to being used to recast the dye on existing efforts. 

Social Media 100

Social Media Social Marketing Buyer Personas Planning 100

Tony Zambito

NOVEMBER 16, 2011

.  By fulfillment, I do not mean the mere availability of information and content as in the early days of direct marketing – where collateral was king then.    As opposed to push messaging, buyers find tools and logic available to them that help them in their pursuit.    The Future.

Fulfillment 100

Fulfillment Demand Generation Demand Trends 100

Tony Zambito

MAY 5, 2011

  The social experience is a new way of bringing the 1-to-1 customized approach to each potential opportunity and lead nurturing situation.  .  "Social" meaning what enhances the relationship beyond the old perfunctory step-by-step transaction orientation that traditionally defined B2B buying and selling. 

Buy 100

Buy Buyer Personas B2B Lock-In 100

Tony Zambito

DECEMBER 5, 2010

This increases the imperative on marketing to provide rich dynamic content in flexible forms that is oriented to the buyer's perspective yet allows for sales to "co-create" content with buyers that support solution "co-creation" as well.

Trends 100

Trends Buyer Personas AIDA Buyer's Journey 100

Tony Zambito

JANUARY 2, 2011

These four steps will help to accomplish creating a buyer orientation and get out of the rut of thinking only in the neat compartments of sales, marketing, or support.    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

Tony Zambito

DECEMBER 12, 2010

   Gaining insight into what types of multi-media formats buyers respond to can lead to effective digital and social media marketing strategies.    In the future sales will be less about the execution of process but more about how they can offer buyers a unique buying experience.

B2B Sales 100

B2B Sales Buyer Personas Multi-Channel B2B 100

Tony Zambito

JULY 10, 2011

There has much debate as well as thoughtful new ideas about the sales funnel or the sales pipeline view marketing and sales has been wedded to what seems like forever.    If you have been around in marketing or sales even just a few years, you know that what you learned in college still looks the same. 

Buyer Personas 100

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

Tony Zambito

MAY 8, 2011

The raging waters of the sales and marketing alignment debate continues to make its’ way through the halls of corporate America.  Image via Wikipedia.   This is despite recent entrance of social technology enabled systems and processes all professing to be the cure that remedies this debate.  

Buyer Personas 100

Buyer Personas Content Marketing Content Buying Cycle 100

Tony Zambito

APRIL 12, 2011

Image by Maria Reyes-McDavis via Flickr. When the term “engage” is used in a business context, there can be a tendency to think of engaging as an act we do to others.    As in we are engaging the buyer in the buying process for example.    The representation is still that the seller is in control and is engaging the buyer. 

Buyer Personas 100

Buyer Personas Word of Mouth WOM Curation 100

Tony Zambito

MARCH 23, 2011

The good old days, for some sales and marketing people, were the days huddling up for the big presentation.  Image by TheeErin via Flickr.   All bent on creating the slide deck of all slide decks to wow the prospect. 

Peer-to-peer 100

Peer-to-peer Network Marketing Buy Education 100

Tony Zambito

MARCH 20, 2011

The chorus appears to be getting louder and louder on content marketing in bloggersphere, digital media, and traditional media.    In this case, should CMO’s be looking at content marketing or content strategy as the first order of business on the agenda? Image by Krista76 via Flickr.

Buyer Personas 100

Buyer Personas Marketing & Strategy Buyer's Journey Content 100

Tony Zambito

MARCH 13, 2011

Image by davidking via Flickr. In the past decade, we have undergone a monumental shift in how sellers and buyers engage.    The digital revolution has ushered in a new age of how products or services reach people that were unimaginable just a short ten years ago. 

B2B Sales 100

B2B Sales Paid Search Agency Barriers Work Management 100