Tony Zambito

JANUARY 11, 2022

Usually, they come from people in organizations who are selling their wares. Because we have been experiencing an order of magnitude degree of change and uncertainty on all fronts, the value of buyer insights research and buyer personas has increased substantially. I have sat back and read all the “buyer personas are dead” postings.

Buyer Personas 262

Buyer Personas Cross-Selling Act-On Research 262

Tony Zambito

NOVEMBER 2, 2016

Digital disruption means organizations must stay alert to how an existing market strategy may have to undergo reinvention. In essence, developing a periscope capability to understand how markets will be affected and what opportunities present themselves to their organization. Change can happen in just a few short years.

Organization 100

Organization Enterprise Management Marketing Strategy Marketing & Strategy 100

Tony Zambito

NOVEMBER 21, 2020

For many B2B organizations, recovery and rebound are rooted in how well they know how their buyers have changed. More Research. Despite this accepted notion that shifts are happening, there is the usual impulse by businesses to cut back on any planned research. This is exactly the time to conduct buyer research.

Buyer Personas 255

Buyer Personas B2B Sales Research eCommerce 255

Tony Zambito

MAY 22, 2011

  This is a follow up article that looks at the methods for helping B2B to research and gain valuable insights about the social buyer.    Multi-disciplinary approaches yielding new understandings will inform B2B organizations on adapting to as well as aligning with the evolving networked behaviors of social buyers. 

Research 100

Research Buyer Personas Multi-Channel Validation 100

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. Perhaps even more.

Buyer Personas 310

Buyer Personas B2B Amazon Fulfillment 310

Tony Zambito

JANUARY 7, 2022

A place to start for most organizations and individuals is by having a common definition of empathy. First earning the right and then gaining the required deeper understanding involves doing so through qualitative buyer insights research. Especially so since the advent of and the ongoing COVID-19 pandemic.

Buyer Personas 221

Buyer Personas Research Analytics Marketing Report 221

Tony Zambito

MAY 4, 2011

Buyer Persona Development and the qualitative research methodology applied to creating buyer personas have proven to be an effective means for B2B organizations to reach a deeper understanding of their buyers.    Buyer persona development methodology is at its core a research methodology. 

Buyer Personas 100

Buyer Personas Research Ideal Customer Profiles Demand Generation Agencies 100

Tony Zambito

FEBRUARY 19, 2022

In engaged B2B buyer research I have been conducting, there appear to be strong headwinds ahead for buyers to contend with. Organizations are facing gaps in finding the talent and skills needed to accomplish digital transformation. Buyers and their organizations will struggle with forecasting and falling short of targets.

B2B 195

B2B Digital Transformation Forecasting Research 195

Tony Zambito

JANUARY 21, 2022

What we now see is a myriad combination of data-centric efforts by organizations. Without realizing it, organizations can create the effect of a hamster on a wheel. And user research and user personas were originated to convey human-centered insights about user behaviors. Doing so with the holy grail of aspirations.

Marketing AI 204

Marketing AI Buyer Personas Marketing & Strategy Act-On 204

Tony Zambito

JANUARY 6, 2022

A significant trait that is necessary to lead organizations. Leaders who ask 50 colleagues in their own internal organizations are bound to get 50 different answers. Important to leadership yesterday, today, and in the future is the ability to answer important “Why” questions. Be they B2B or B2C entities. . The struggle is real.

Buy 201

Buy Buyer Personas Leads Lead 201

Tony Zambito

JUNE 8, 2020

The Buyer Outlook Insights study will bring timely and essential insights to participating organizations about when and how to stage active marketing and selling strategies. Participating organizations will assist in identifying interview subjects as well as in deploying surveys via email.

Studies 162

Studies Buyer Personas Paid Search Agency Sample 162

Tony Zambito

DECEMBER 14, 2020

Our buyer insights research engagements over the past few years have shown an increase in stakeholders involved. What we have learned in our buyer insights research that buyers respond to getting help. The pandemic and its impact on collective confidence create urgency for B2B organizations.

Ad Building 271

Ad Building Urgency Marketing Case Studies B2B Sales 271

Tony Zambito

APRIL 30, 2021

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. . Far too often, organizations, be they B2B or B2C, can lack in their understanding of buyer goals. 2 – Develop Goal-Directed Buyer Personas.

Buyer Personas 176

Buyer Personas B2B Sales Organic Leads Profiling 176

Tony Zambito

APRIL 28, 2021

Although the digital shift has been happening before the pandemic, the reality is that marketing and sales organizations have to be careful about falling back on old approaches and methods. Which, if you are not aware of it, can be a determining factor in how a buyer views an organization. If only you were “motivated” more.

Buyer Personas 208

Buyer Personas Planning Interactive Marketing Network Marketing 208

Tony Zambito

AUGUST 3, 2011

  In this final reflection, I offer 6 essentials to embedding buyer personas into your organization.      In part 4, I described a new role of Social Buyer Behaviorist and Anthropologist that can reside in a framework of researching buyer behavior through anthropological means. 

Buyer Personas 100

Buyer Personas Organization Viral Marketing Ideal Customer Profiles 100

Tony Zambito

DECEMBER 9, 2020

Due to the COVID-19 pandemic , many organizations will need to ask these critical questions: . Yet, without answers, many organizations will revert back to assumptions that have always been held. What we discovered in our buyer insights research was buyer goals had shifted due to market and regulatory changes.

Marketing Analytics Tools 318

Marketing Analytics Tools Validation Planning Intent 318

Tony Zambito

APRIL 10, 2011

  Here is a key issue facing organizations today: each time a new social technology is introduced, it ultimately alters the buying behaviors of the new social buyer persona.  This issue and the surrounding complexities call into question, for organizations today, their readiness for adapting to the new social buyer persona. 

Buyer Personas 100

Buyer Personas Organization Buying Cycle Buyer's Journey 100

Tony Zambito

JANUARY 15, 2022

One view that leaders should look at is how to fill the void from creating growth strategies to having the organizations able to achieve them. Some of the earliest usages of buyer insights research and buyer persona development were exploring new market segments and customer opportunities.

Buyer Personas 147

Buyer Personas Marketing & Strategy Validation Paid Search Agency 147

Tony Zambito

APRIL 20, 2021

Making the founding goal-directed methods of buyer persona research more critical than ever. Working with many leading organizations and hundreds of marketing and sales leaders to succeed. Now, I am eager to reveal how to develop buyer personas and conduct buyer insights research the authentic right way.

Buyer Personas 130

Buyer Personas Communities Organic Leads Research 130

Tony Zambito

MAY 7, 2021

Creating a roller coaster ride with twists and turns that can be stomach-churning for marketing and sales organizations. With buyer behaviors and decision journeys in a constant state of flux, forward-thinking means building expert buyer insights and buyer persona capabilities in your organization. 4 – Work Better With Agencies.

Buyer Personas 220

Buyer Personas Allocation Paid Search Agency Advertising Agencies 220

Tony Zambito

MAY 26, 2021

Sales development and training organizations use this phrase as well. With permission from the organization whom I am helping with buyer research and buyer personas, let me share a statement from a Senior Director level individual: “I am not really ready to buy anything right now. The phrase certainly makes sense.

Buy 196

Buy Buyer Personas B2B Sales Gartner 196

Tony Zambito

APRIL 27, 2020

When I first founded the concept of buyer personas back in 2001-2002, the intent was to help organizations to achieve a deeper understanding of their buyers and customers. There are 3 actions organizations can begin to do now. Engage in Buyer Insights Research. Some trends, like these mentioned, will be obvious. Not immediately.

Buy 182

Buy Buyer Personas Ideal Customer Profiles Amazon 182

Tony Zambito

OCTOBER 23, 2018

Changes that allow organizations to be more efficient at communicating with customers is inherent in such transformation efforts. Online research and experiences have become the most prominent forms of behaviors that transformation initiatives are responding to. Many will answer yes. And, they will be right to a certain degree.

Digital Transformation 184

Digital Transformation Buyer Personas Work Management Marketing Management 184

Tony Zambito

MARCH 12, 2017

What B2B senior executives have come to realize is that it is time to reboot how their organizations go about achieving buyer insights that will help to drive growth today and in the future. B2B organizations, due to digital transformation, are becoming flat and hierarchies of the past are no longer. Reading Future Signals.

Buyer Personas 251

Buyer Personas B2B Digital Transformation B2B Sales 251

Tony Zambito

NOVEMBER 18, 2020

While the world of B2B can be perceived as lacking in warmth and perhaps even superficial at times, there are tremendous opportunities to create bonds of loyalty between two B2B organizations. Similarly, a B2B organization cannot bring value or forge a loyal bond without knowing its buyers at an in-depth level. Innovations.

Loyalty 195

Loyalty Lead Scoring Lead Ranking B2B Sales 195

Tony Zambito

NOVEMBER 23, 2020

They are based on qualitative ethnographic research over a period of time. An outcome of the pandemic is that many B2B organizations are having to evolve into new directions and strategies. Steering the organization towards meeting the goals of buyers. Your buyer personas are a picture in time of your buyers.

Buyer Personas 228

Buyer Personas Terms and Conditions Interactive Marketing B2B Sales 228

Tony Zambito

OCTOBER 1, 2018

The speed at which changes in buying behaviors and decision-making are occurring is a challenge faced by B2B organizations. When I first pioneered the concept of buyer insights research and developing buyer personas seventeen plus years ago, the “sales funnel” was something you could count on not changing that drastically over a few years.

Buyer Personas 174

Buyer Personas Lead Ranking Digital Marketing Funnels Urgency Marketing 174

Tony Zambito

JANUARY 11, 2021

Organizations today will need to monitor buying behaviors as they ebb and shift in 2021. Here are 5 intangible buying behaviors, uncovered through qualitative buyer research interviews at the end of 2020, companies should monitor: Spending Squeeze. To ignore these in a business context is to be blind to the effect on our society. .

Trends 209

Trends B2B Sales B2B Marketing Spending 209

Tony Zambito

OCTOBER 14, 2018

In an age of digital disruption and a new decade fast-approaching by 2020, having a “traveling from one place to another, usually taking a rather long time” mindset can cause organizations to be significantly out of synch with their buyers and customers. With wide variances in how people and organizations go about buying.

Marketing AI 174

Marketing AI Buyer Personas Top of Funnel Digital Marketing Funnels 174

Tony Zambito

JUNE 6, 2017

While organizations may have decreed that the purpose for all this data crunching is for customer-centricity, something else may be happening unintentionally. An outcome of insularity is organizations can develop an over-reliance on quantitative data in all aspects of a business. Insular We Have Become. Stories From The Best Source.

Marketing AI 214

Marketing AI Paid Search Agency Buyer Personas Companies 214

Tony Zambito

MAY 6, 2020

There are many different types of goals as has been researched on goal-based theories in the past few decades. Many business, consumer, and cultural organizations are struggling with how to communicate and engage with their buyers, customers, and patrons as a result of the pandemic. Whether they are buyers, consumers, or patrons.

Contingency Planning 173

Contingency Planning Buyer Personas Consulting Buy 173

Tony Zambito

OCTOBER 27, 2018

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.

B2B 165

B2B Amazon Buyer Personas Fulfillment 165

Tony Zambito

JANUARY 20, 2022

The ability to distill insights into meaningful strategies and interactions with buyers and customers is what most leaders and organizations find challenging. . This is such a critical point regarding the importance of buyer insights research and buyer personas. A case in point. Leg 2 – Interpret buyer insights.

Buyer Personas 147

Buyer Personas Press Advertising Mediums Customer Surveys 147

Tony Zambito

OCTOBER 3, 2018

For the past few decades, solution-based selling was the dominant theme in building sales organizations. B2B organizations reworked their sales organization and invested heavily to be more consultative with buyers. This will prove to be extremely disruptive to many transportation services organizations.

Enterprise Management 169

Enterprise Management B2B Thought Leadership Urgency Marketing Work Management 169

Tony Zambito

OCTOBER 22, 2020

The essential 5-stages to BxD are: Stage 1: Conduct Buyer Research – gain insights into buyers via qualitative buyer interviews. Stage 2: Create Buyer Personas – create archetypes of buyers that translates buyer research into defined buyer goals and insights. B2B companies can no longer afford ad-hoc or siloed approaches. .

Design 226

Design Buyer Personas B2B Sales Interactive Marketing 226

Tony Zambito

JULY 17, 2016

People and professionals in organizations can have different intentions while working towards the accomplishment of organizational, as well as, individual goals. This is also an important principle behind buyer insights research and buyer persona development. Providing it is done with true qualitative buyer research principles.

Intent 100

Intent Buyer Personas CMO Work Management 100

Tony Zambito

OCTOBER 26, 2015

In recent studies by IBM and other research studies on CEO sentiments, customer insight and understanding are identified as a top focus for CEOs. CEOs and their organizations are finding it hard to keep pace with new digital technologies. Buyer Research Intent Requires Change. Redefining The Meaning Of Buyer Understanding.

Buyer Personas 100

Buyer Personas B2B Paid Search Agency Ideal Customer Profiles 100