Tony Zambito

OCTOBER 4, 2015

Marketing and sales still rely on market segmentation and buyer profiling as it has for the last twenty-five plus years. Goals have much do with personal desired end states and involve a myriad of specific types of goals and sub-goals. Goal-Directed Marketing™ Connects On A Personal Level. They are not the same.

Direct Marketing 100

Direct Marketing Buyer Personas Allocation Ideal Customer Profiles 100

Tony Zambito

NOVEMBER 1, 2015

Buyer research and buyer personas not built on this foundation will be no better than conventional buyer profiling and run the high risk of being simply meaningless. Oftentimes, we see B2B businesses confuse buyer personas for profiling the roles they are targeting within segments. This will ensure they never get used.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles B2B Marketing Paid Search Agency 100

Tony Zambito

OCTOBER 26, 2015

From a research point of view, not much has changed or moved beyond buyer profiling in the last couple of decades. Even more so, buyer profiling is still confined within the context of win/loss despite changes in terminology. Content, which suggests finding out basic demographics, pain points, personalities, and buying criteria.

Buyer Personas 100

Buyer Personas B2B Paid Search Agency Ideal Customer Profiles 100

Tony Zambito

JANUARY 29, 2017

As well as, beyond outdated traditional means grounded in sales and product marketing used for profiling buyers. No number of made-up categories of profiling facts or “insights” can equate to this fundamental principle. This also applies to very outdated buyer profiling methods, masquerading as buyer persona insight.

Digital Transformation 100

Digital Transformation Buyer Personas Ideal Customer Profiles B2B Thought Leadership 100

Tony Zambito

MAY 4, 2011

  Mainly, buyer personas are presented as a means of templated profile building.    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. 

Buyer Personas 100

Buyer Personas Research Ideal Customer Profiles Demand Generation Agencies 100

Tony Zambito

JULY 17, 2016

However, what is missing are the intent and the goals driving a person or a team to embark on such a journey. Well beyond the basic line of win/loss or profiling oriented type of rote questioning. For example, we see plenty of hyperbole around the buyer’s journey today. Transform Marketing.

Intent 100

Intent Buyer Personas CMO Work Management 100

Tony Zambito

JANUARY 31, 2016

In fact, it is getting harder and harder to find a slice of time where content is not invading precious personal or business space. Beyond Buyer Profiling To Buyer Personification. The explosion of content in the digital world is an unprecedented phenomenon just a few could have predicted twenty-five years ago. Worth the listen.).

Ideal Customer Profiles 100

Ideal Customer Profiles Leads Lead Marketing Qualified Leads 100

Tony Zambito

MAY 12, 2011

Don’t Fall in the Profiling Trap : a misunderstanding I wrote about in my recent article, Use Buyer Personas to Segment by Buying Behavior , is thinking that buyer personas are a profiling of specific titles and/or roles in your target organization.    This can be done on two levels. 

Buyer Personas 100

Buyer Personas B2B Sales B2B Buying Cycle 100

Tony Zambito

JULY 18, 2011

From Profiling to Narrative. Not to beat a dead horse, but buyer personas must continue to move from a misunderstood practice of profiling to a practice of understanding the narrative of the social buyer.    At the same time, offer perspectives on the future of buyer personas in the social age. .” 

Buyer Personas 100

Buyer Personas Lead Ranking Ideal Customer Profiles Opt-out 100

Tony Zambito

FEBRUARY 5, 2017

I am speaking about how personas ( buyer personas in particular) are often positioned as “profiles” to determine what people will read and where their “waterholes” are. Even efforts in personalization are victim to this mentality. Whereby personalization becomes about refining the ability to “put content in front” of people.

Digital Transformation 50

Digital Transformation Buyer Personas Broadcasting Leads 50

Tony Zambito

FEBRUARY 22, 2010

Over the past few years, our firm Goal Centric has engaged with high profile organizations that place a high value on performing market segmentation.   Well investigated and crafted buyer personas can provide a means for understanding at the human level a real person with a set of real goals.   How Many Is Too Many. .

Buyer Personas 100

Buyer Personas Segmentation Ideal Customer Profiles Buying Cycle 100

Tony Zambito

APRIL 7, 2010

  And sometimes, you know you definitely reached the wrong person.   Not just made up stuff or profiles but real buyer personas based on qualitative insight from real buyers. .   You really don’t know who you are reaching until you actually reach them.   Adapt Strategies to Your Market.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Buyer Personas Marketing & Strategy 100