Tony Zambito

JANUARY 26, 2022

They poured plenty in marketing and sales to make it happen and to get an edge over UPS. The realization set in that very few marketing and sales resources went to those in charge at the floor level. Buyers can carry long-held preconceived notions about market leaders and emerging companies in general. Another example for you.

Buyer Personas 221

Buyer Personas Business Startups Validation 221

Tony Zambito

DECEMBER 8, 2011

This is the seventh article looking at buyer trends that will influence marketing and sales in the near and foreseeable future. This article looks at how buyer’s values are changing and how organizations can utilize a values-based versus outmoded needs based marketing and sales approaches.

Trends 100

Trends Fulfillment Work Management Marketing Management 100

Tony Zambito

SEPTEMBER 6, 2016

If you are a CMO or a marketer and you find yourself having a sudden realization that perhaps you are not quite sure of the differences, you will be in a lot of good company. This is especially crucial as organizations continue to evolve in transforming their business model from product-centric to customer-centric models.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles Segmentation Profiling 100

Tony Zambito

MARCH 6, 2017

Approximately forty years ago, 83% of the market value of the S&P 500 were tied to tangible assets – physical products. Intangible assets, such as copyrights, patents, training, procedures, data, digital innovations, and intellectual property, now comprise 84% of the market value of the S&P 500.

Digital Transformation 253

Digital Transformation Buyer Personas Lead Ranking B2B 253

Tony Zambito

MAY 21, 2021

Gaining Buyers’ Attention Remains Number One Challenge For Marketing And Sales Leaders. Becoming evident is that capturing buyers’ attention is the number one challenge facing B2B marketing and sales at this stage of the pandemic. It is issue number one for many marketing and sales leaders. . To concentrate.

Buyer Personas 197

Buyer Personas Intent Signal B2B Sales Interactive Marketing 197

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

FEBRUARY 19, 2022

Productivity Gap. Closely related to the above, buyers are struggling to keep up with production demands. When you combine gaps in talent/skills with gaps in technology you end up with a significant productivity gap. . In addition to the talent and skills gap, transformation is causing a technology gap. Slower Growth.

B2B 195

B2B Digital Transformation Forecasting Research 195

Tony Zambito

JANUARY 5, 2022

That something, underdelivered, can be a product, service, performance, technology, or program. The rise of marketing in the past couple of decades shows this same tendency to hype and push against overpromising boundaries. . Marketing and sales will need to reduce the exclamation point. Sales functions are no longer alone.

Transparency 205

Transparency Research Buyer Personas Service 205

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. . The sheer size of the SMB makes for a daunting task for any organization intent on marketing to the SMB segment.

SMB 100

SMB Enterprise Management Buyer Personas Marketing Management 100

Tony Zambito

NOVEMBER 18, 2020

Continuous innovations in not only products but also in service and experience help build value and loyalty with buyers. B2B organizations that consistently seek insights into how buyers are engaging with their products, services, and experiences are also consistently innovating on behalf of their buyers. Innovations. Personalization.

Loyalty 195

Loyalty Lead Scoring Lead Ranking B2B Sales 195

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 processing and production of data, information, and intelligence can turn into an overwhelming burden. To make products and services work for the common good of people.

Marketing AI 204

Marketing AI Buyer Personas Marketing & Strategy Act-On 204

Tony Zambito

NOVEMBER 1, 2015

A recent survey by B2B Marketing, in conjunction with the UK-based agency Tomorrow People, indicated only 38% of marketers considered their content to be “very customer-centric.” B2B CMOs can be caught in a maze of an organization faced with marketing complex solutions for complex problems. by Matt Brooks.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles B2B Marketing Paid Search Agency 100

Tony Zambito

DECEMBER 14, 2020

B2B marketers and sellers will need to recognize that both sides of the demand coin are affected. Attentiveness by B2B marketers and sellers must now be given to building collective confidence. The challenge for B2B marketers and sellers is how to achieve collective confidence. We know that. At varying degrees and impact.

Ad Building 271

Ad Building Urgency Marketing Case Studies B2B Sales 271

Tony Zambito

MAY 29, 2021

Marketing and Sales Leaders Will Need To Activate Critical Buyer Insights To Meet New Buyer Behaviors in a New Era for B2B. If B2B leaders, like yourself, are expected to succeed at newly formed or reinvented go-to-market strategies, one element that cannot be missing in action is essential buyer insights.

Top of Funnel 162

Top of Funnel Buyer Personas B2B Buyer's Journey 162

Tony Zambito

FEBRUARY 14, 2011

Content marketing has become more and more part of the planning dialogue for organizations as the digital age continues to mature.    The concept of content marketing recognizes the growing importance of content to move buyers and consumers towards an action such as a decision, purchase, subscription, and enrollment. 

Design 100

Design Content Marketing Planning Buyer Personas 100

Tony Zambito

JANUARY 11, 2022

As a former head of strategy and sales, I knew that the old way of sales and product management/marketing thinking was not working. And it has not been the same ever since. . It was out of this time of unnerving uncertainty that buyer personas were founded. Here we are twenty years later. Another tumultuous time of uncertainty.

Buyer Personas 262

Buyer Personas Cross-Selling Act-On Research 262

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

MAY 17, 2021

Marketing and Sales Leaders Must Adapt To A New Era For B2B To Succeed With ABM And ABX. ABM (Account-Based Marketing) has consistently been viewed as either a glass-half-full or a glass-half-empty program. Depending on which surveys you read, statistics are available to show ABM as a successful tactic for marketing.

Account Based Marketing 224

Account Based Marketing ABM Buyer Personas Intent Signal 224

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. That you want to help them to buy your products, solutions, and services. . The use of this phrase has picked up steam during the pandemic.

Buy 196

Buy Buyer Personas B2B Sales Gartner 196

Tony Zambito

JANUARY 30, 2011

One of the interesting outcomes of the rise of Social Media , Demand Generation , and Content Marketing in 2010 was the increasing use of the term audience development.  In the new world of content marketing, the idea of thinking like a publisher has taken root.  Image via Wikipedia.   How?    Here’s how. 

Social Media 100

Social Media Social Marketing Buyer Personas Planning 100

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

JUNE 16, 2020

Discovering new scales of economies and little impact on productivity. In fact, organizations are finding increases in productivity. Introducing Buyer Outlook Insights Study Marketers and sellers have faced an enormous upheaval in how to reach and engage buyers. Less Conferences And Exhibits.

Digital Transformation 162

Digital Transformation Buyer Personas Business Work Management 162

Tony Zambito

AUGUST 21, 2011

The sudden news of Hewlett-Packard’s (HP) decision to exit and essentially give up on the Smartphone and Tablet markets has some analysts and market watchers reeling.  Because the iPad was creating a new market, Apple understood that new buyers would exhibit some excited yet hesitant behavior.    Marketing. . 

Distribution 100

Distribution Buy Marketing & Strategy Marketing 100

Tony Zambito

NOVEMBER 15, 2020

Calling into question for many B2B sales and marketing leaders how well they know their buyers. Chief officers in sales and marketing are left with the tasks of knowing to what degree and how so have they changed. Meaning they are not going to be of much help other than being a fact sheet for sales and marketing intelligence. .

Buyer Personas 220

Buyer Personas Digital Transformation B2B Sales Interactive Marketing 220

Tony Zambito

APRIL 19, 2010

" I thought of this statement as I reviewed strategies with a group of sales and marketing executives recently.    For both sales and marketing it really does amount to culture change.    Here’s what is happening as I see it through the lenses of a corporation undergoing efforts to align sales and marketing.  

Buyer Personas 100

Buyer Personas Marketing & Strategy Thought Leadership Social Media 100

Tony Zambito

FEBRUARY 2, 2022

This ongoing state of unpredictability is surely putting business leaders and their marketing and sales teams in a bind. Such as new types of problems to address, changes in buying habits, adapting products or services in new ways, etc. . It is no wonder that predictability , no matter how many times you crunch the numbers, is elusive.

Ad Building 228

Ad Building Blast Campaigns Broadcasting Forecasting 228

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.    Marketing becoming the home for content strategy and sales enablement finding its’ home in sales.  Image via Wikipedia.   What’s going on? .    What’s going on? . 

Buyer Personas 100

Buyer Personas Content Marketing Content Buying Cycle 100

Tony Zambito

JANUARY 19, 2022

It is more than just the sum of what an organization wants to say about who they are and their products and services. 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. It is an articulation of purpose and vision about the future.

Buyer Personas 207

Buyer Personas Organic Leads Brand Identity Branding 207

Tony Zambito

OCTOBER 23, 2018

It has branched off a few more in the world of marketing and sales: Martech Transformation. Much of these have to do with internal processes within marketing and sales. The emphasis is on becoming more digitally efficient with one’s marketing and sales efforts as a means of connecting with customers. Sales Transformation.

Digital Transformation 184

Digital Transformation Buyer Personas Work Management Marketing Management 184

Tony Zambito

NOVEMBER 29, 2020

Essentially putting the customer and the buyer at the center of the organization’s delivery of products and services. Marketing and sales adopting journey mapping that originated out of Deming’s Total Quality Movement (TQM) and Customer Experience. . Content marketing arose in response. They now seek much more.

Internet Marketing 207

Internet Marketing Fulfillment Interactive Marketing Customer Surveys 207

Tony Zambito

DECEMBER 16, 2008

  Many successful corporations have stayed ahead of the pack due to their ability to read the market and anticipate how their customers will behave.   Being a theatre buff, I liken scenario creation to seeing what goes on backstage while a production is underway.   In sports, accuracy is tied to anticipation.

Buyer Personas 100

Buyer Personas Paid Search Agency Marketing Buy 100

Tony Zambito

MARCH 2, 2022

Mutual funds and pension plans investing in Russian markets, commodities, and securities were seen as opportunistic. Additionally, we have seen major tech companies, like Apple, ban the sale of their products to and within Russia. 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

NOVEMBER 4, 2020

It should come as no surprise that B2B buyers are taking their initial research on products and services online. With such buyer insights as mentioned above, B2B sales and marketing leaders can better engage with their buyers. Let us take a brief yet a closer look at each. Expansion To Online Research Accelerates.

B2B 202

B2B Buyer Personas B2B Sales Buyer's Journey 202

Tony Zambito

OCTOBER 12, 2020

This transformative upending in B2B commerce has led to both buyers and B2B organizations viewing customer experience as a more important factor than product and price. Many customer experience efforts by B2B organizations have content marketing as a cornerstone for such initiatives.

Buyer Personas 310

Buyer Personas B2B Amazon Fulfillment 310

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

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 13, 2008

The issue of sales and marketing alignment has been floating in the corporate hallways for several years now. What I am finding most interesting is that the definitions surrounding the "sales & marketing alignment" conundrum are, to use the proverbial expression, all over the map.

Buyer Personas 100

Buyer Personas Conference Marketing & Strategy Webinar Metrics 100