Tony Zambito

FEBRUARY 27, 2022

The new era of uncertainty continues to reshape a post-2019 world.

Thought Leadership 209

Thought Leadership Forecasting Rules Intent 209

Tony Zambito

MAY 19, 2021

If not, are you planning to get ready? In today’s new reality and a new era for B2B , planning for and differentiating on digital buying experiences will become a new frontier in the future of buying. This is a significant buying behavior shift. What is clear is that buyers are not going to go back to the way it was.

Differentiation 244

Differentiation Top of Funnel Buy Buyer Personas 244

Tony Zambito

MAY 6, 2020

How can we then gain an ability to anticipate and put forth plans for the near and long-term? An essential pillar of user personas and buyer personas has been the ability to incorporate scenarios and scenario planning. I am offering 30-minute free consultations to help in learning more about a unique approach for future planning.

Contingency Planning 173

Contingency Planning Buyer Personas Consulting Buy 173

Tony Zambito

MARCH 2, 2022

Mutual funds and pension plans investing in Russian markets, commodities, and securities were seen as opportunistic. Do corporations pull all mutual fund and pension plan investments from Russia? Up until last week, buying barrels of Russian oil was deemed as okay and a necessity. One that just a few weeks ago was unimaginable.

Order 147

Order Business Planning Demand 147

Tony Zambito

APRIL 27, 2020

Put plans in place to engage your buyers in qualitative buyer insights research. Plan for the long haul. We are at a point of having to first admit and commit to the reality that we are in a territory we have not been in before. We simply do not know how buying will change. But, we must commit to finding out. We do not know.

Buy 182

Buy Buyer Personas Ideal Customer Profiles Amazon 182

Tony Zambito

JUNE 8, 2020

When will buyers be willing to make plans to implement high-stake projects? While various states have begun to implement reopening plans, there remains a high degree of uncertainty about the future. What kinds of marketing and selling strategies will be appropriate? What level of demand should we expect?

Studies 162

Studies Buyer Personas Paid Search Agency Sample 162

Tony Zambito

MAY 23, 2017

Despite the advent of an overflowing introduction of new marketing approaches, acronyms, and concepts in the past decade, the ability to plan remains an inherent struggle for many organizations. Thus, creating an unavoidable “soup du jour” cycle taking place each year as business and marketing plans are formulated.

B2B Marketing 227

B2B Marketing Planning Buyer Personas B2B 227

Tony Zambito

DECEMBER 23, 2020

It will not be until September/October of 2021, when budget planning begins for 2022, that we will see optimism return. For most of 2021, my prediction is we will see a majority of organizations remain in survival or holding pattern modes. All facets of business commerce will continue to be affected. Marketing Will Face Buyer Backlash.

Marketing AI 235

Marketing AI Account Based Marketing Fulfillment Interactive Marketing 235

Tony Zambito

FEBRUARY 2, 2022

For instance, information and intelligence can get their most attention during annual planning. First, executives need to look at how they integrate their information and intelligence systems into generating insights. As of now, the lapse in time to make this happen can be too long.

Ad Building 228

Ad Building Blast Campaigns Broadcasting Forecasting 228

Tony Zambito

JANUARY 12, 2022

For instance, growth planning around global regions can easily lead to one size fits all approaches. It turns out grasping the unique buyer mindsets that can exist in different parts of regions yield the type of insights that can make a difference. The implications to growth strategies are profound once you go down this path.

Buyer Personas 228

Buyer Personas Display Trends Marketing & Strategy 228

Tony Zambito

MAY 4, 2020

Planning has never been harder. I am offering 30-minute free consultations to help in learning how to use buyer insights for future planning. Long-Term Outlook. Business leaders will further their focus on trying to estimate the long-term outlook for their organizations, markets, buyers, and partnering industries.

Marketing AI 173

Marketing AI Buyer Personas Advertising Agencies Conference 173

Tony Zambito

JANUARY 21, 2021

The last 10 months have curtailed growth plans significantly. Prior to the pandemic, many companies were dealing with a good problem. That is, how to continue growth and build scale to meet growth goals. Heading into 2021, growth and building scale may have returned in an aspirational way.

B2B Sales 221

B2B Sales Trust Marketing B2B Marketing Paid Search Agency 221

Tony Zambito

JANUARY 14, 2022

Making planning less predictable. For the past two years, we have been living in a state of an enduring COVID-19 pandemic. New variants have disrupted countries, economies, markets, and industries. Some detrimentally. Business buyers have had to navigate new and mounting challenges. Uncertainty reigns in business.

Buyer Personas 234

Buyer Personas Startups Planning Positioning 234

Tony Zambito

APRIL 28, 2021

Plans for complete digital sales transformation are accelerated. The sell-side of the seller-buyer equation has been flipped upside down. Transitions to virtual selling are happening at a rapid pace. Marketing is producing new forms of digital content at 5 to 10 times the volume they did pre-pandemic.

Buyer Personas 208

Buyer Personas Planning Interactive Marketing Network Marketing 208

Tony Zambito

NOVEMBER 21, 2020

Despite this accepted notion that shifts are happening, there is the usual impulse by businesses to cut back on any planned research. What we are seeing is buyer goals, challenges, psychology, behaviors, and situations are undergoing rapid shifts. This is exactly the time to conduct buyer research.

Buyer Personas 255

Buyer Personas B2B Sales Research eCommerce 255

Tony Zambito

NOVEMBER 18, 2020

More significantly, they can be in a position to enable buyers to plan their next steps. When gathering buyer insights through the use of qualitative research methods, B2B companies can be in a position to anticipate buyer needs. Creating immense value and a loyalty bond hard to break.

Loyalty 195

Loyalty Lead Ranking Lead Scoring B2B Sales 195

Tony Zambito

FEBRUARY 28, 2018

Despite the advent of an overflowing introduction of new marketing approaches, acronyms, and concepts in the past decade, the ability to plan remains an inherent struggle for many organizations. Thus, creating an unavoidable “soup du jour” cycle taking place each year as business and marketing plans are formulated.

B2B Marketing 113

B2B Marketing Planning Buyer Personas B2B 113

Tony Zambito

NOVEMBER 8, 2020

The uncertainties are making it hard for B2B sales and marketing leaders to plan. The COVID-19 pandemic, the Presidential election, and the economic downturn have created a large degree of uncertainty as we look ahead to 2021. Figuring out how to allocate valuable resources is most likely the toughest it has ever been for many. .

Allocation 187

Allocation Buyer Personas B2B Lead Ranking 187

Tony Zambito

MAY 7, 2021

Helping marketing and sales to plan and coordinate around a common view and language about buyers and accounts. (As No doubt you have experienced this in one form or another. Dedicated buyer insights and buyer persona expertise can bridge this ongoing gap significantly. 3 – Designing Buyer Interactions.

Buyer Personas 220

Buyer Personas Allocation Paid Search Agency Advertising Agencies 220

Tony Zambito

OCTOBER 12, 2020

If B2B companies are not thinking about this, planning for this, and doing something about this – they will bound to be in big trouble. Commerce models that have been relied on for the past twenty to thirty years are giving way to a new robust era of digital commerce.

Buyer Personas 310

Buyer Personas B2B Amazon Fulfillment 310

Tony Zambito

OCTOBER 26, 2020

The disruptive nature of the coronavirus pandemic has many businesses resetting their goals and planning. Employing a goal-oriented approach towards buyers enables B2B companies to achieve their own goals. Buyer Goals Have Changed. Goals related to areas such as new product development, new market entries, growth strategies, and etc.

Marketing & Strategy 245

Marketing & Strategy Buyer Personas B2B Sales Interactive Marketing 245

Tony Zambito

JANUARY 24, 2016

A cycle of plans or projects put on hold, very little support or enthusiasm from other departments, and a cycle of campaigns or initiatives that quickly run out of steam and ultimately fail. Making use of relevant insights to help guide marketing planning. Amounting to, in reality, a series of best guesses. Guiding Framework.

Planning 100

Planning Buyer Personas Paid Search Agency Marketing & Strategy 100

Tony Zambito

SEPTEMBER 26, 2018

Without critical buyer and customer insights, the chances for any best-laid plans to succeed in the year 2020 and beyond will be significantly lower than those possessing critical guiding insights. Making the necessary allocations to build in yearlong preparation towards attaining deep understanding, knowledge, and insights.

Allocation 181

Allocation Digital Transformation Press Training 181

Tony Zambito

SEPTEMBER 29, 2018

Staying abreast of how experience expectations will continue to change has to be part of any insights-gathering plan. New digital technologies mean that expectations for experiences will change rapidly every time new technologies and platforms are introduced. How We Work. And, we are heading for more drastic changes by 2020.

CMO 176

CMO Analytics Network Marketing Planning 176

Tony Zambito

MARCH 12, 2017

I have seen entire sales and marketing strategy plans that amount to one thing only – get into the C-Suite. The legacy issue mentioned previously still permeates the approach of B2B sellers. Whereby the chase continues to get in the C-Suite and get to the perceived ultimate decision-maker.

Buyer Personas 251

Buyer Personas B2B Digital Transformation B2B Sales 251

Tony Zambito

JANUARY 30, 2012

C-Suites are under enormous pressures to get it right the first time with regards to marketing and sales planning. Predictions come with a host of implications and the ability to assess their impact is perhaps the toughest part of strategy planning. And they are touching more parts of the organization than ever before.

Lead Ranking 100

Lead Ranking B2B Peer-to-peer B2B Sales 100

Tony Zambito

JUNE 13, 2011

  For many in the world of B2B Marketing, for example, it is hard to resist the impulse to plan for very action-oriented campaigns.  In an action-oriented mindset, the design of marketing and sales plans is usually directed towards attempts to create a scenario for the buyer to act upon.    Organic. . 

Buyer Personas 100

Buyer Personas Peer-to-peer Planning Viral Marketing 100

Tony Zambito

JANUARY 18, 2011

In the article, Adam lays out three reasons why failure exists: Your plan is not built around your target buyer. You don’t frame your demand generation plans in terms of the “reverse funnel math”.   Too often B2B demand generation plans are not built around the modern B2B buyer and his/her information consumption needs."

Buyer Personas 100

Buyer Personas Demand Generation Demand Generation 100

Tony Zambito

MAY 23, 2010

Two: Have a game plan for aligning with buyer goals. Many organizations have a game plan for demand generation, lead nurturing, sales promotions, marketing tactics, and the likes.    Many organizations surprisingly do not have a game plan for understanding and aligning with buyer goals. 

Buyer Personas 100

Buyer Personas Wikipedia Ideal Customer Profiles Social Media 100

Tony Zambito

AUGUST 22, 2011

  The degree of uncertainty that exists in the economics of business is having a transformative impact on how businesses today foresee and plan for the future.  Remember when the five year strategic plan was in vogue?    Strategic planning today has gone from five years to a short five months nowadays. 

Buyer Personas 100

Buyer Personas Viral Marketing Research Planning 100

Tony Zambito

NOVEMBER 14, 2011

This is the second in a series of articles planned on looking at buyer trends that will influence marketing and sales in the near and foreseeable future.    We’ve been trained, conditioned, brainwashed, whipped, and had the fear of the devil put in to us to rely on BIG data as a way of planning and predicting the future. 

Trends 100

Trends Planning Buy CMO 100

Tony Zambito

APRIL 5, 2011

We rely too heavily on technology and automation which in turn makes lead nurturing a program bedeviled with checklists yet lacking in a coherent plan. There is a lack of creativity in lead nurturing activities and plans.    Each department marches to the drum of its own beat and implement plans.  

Lead Nurturing 100

Lead Nurturing Lead Ranking Lead Scoring Planning 100

Tony Zambito

OCTOBER 27, 2018

If B2B companies are not thinking about this, planning for this, and doing something about this – they will bound to be in big trouble. Commerce models that have been relied on for the past twenty to thirty years will give way to a new robust era of digital commerce.

B2B 165

B2B Amazon Buyer Personas Fulfillment 165

Tony Zambito

SEPTEMBER 28, 2010

For anyone who has been in business planning for a while, it is not hard to figure out that executive management has a robust obsession for numbers and quantitative analysis.    This disruptive event meant that the numbers companies collected could hardly be used for predictable strategy planning. 

Buyer Personas 100

Buyer Personas Enterprise Management Marketing Automation Services Social Media 100

Tony Zambito

MARCH 24, 2010

Informs Functions Such As Strategy and Long Range Planning”. Mr. Anderson makes the assertion from the start that ethnography is not just for innovation anymore but now plays a role in informing strategy and long range planning.   I also make this same point in an interview with Stephanie Tilton on her blog Savvy B2B Marketing.

Buyer Personas 100

Buyer Personas Marketing & Strategy Marketing Strategy B2B Marketing 100

Tony Zambito

JULY 1, 2016

Creating uncertainty in world financial markets, the future of the European Union, the pace of globalization, how to strategically plan for an eventual exit, and how to prepare for potential risk from this event. One area of concern for businesses is how to approach and conduct global business marketing.

Buyer Personas 101

Buyer Personas Planning Business Paid Search Agency 101

Tony Zambito

JUNE 5, 2016

However, what should be noted by B2B CMO’s and leaders today is this interesting notion: much of today’s planning, strategizing, activity, and etc. Whereas in an age of hard to come by differentiation the actual product or service offering plus price combination accounts for only 20% of buying decisions.

Buyer Personas 100

Buyer Personas Research B2B Correlation 100