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. Where intelligence, mistaken for insights, is rooted in outdated sales and product marketing precepts of buying teams, buying criteria, ill-defined success factors, etc. Consider this. Take, for example, Nike.

Digital Transformation 253

Digital Transformation Buyer Personas Lead Ranking B2B 253

Tony Zambito

JANUARY 5, 2022

That something, underdelivered, can be a product, service, performance, technology, or program. Buyers, consumers, audiences, investors, and voters have all faced, at one time or another, hyperbole. Where something is hyped, and an overpromised outcome is touted.

Transparency 205

Transparency Research Buyer Personas Service 205

Tony Zambito

FEBRUARY 15, 2022

The market-level trust allows for gaining access to critical insights from new buyers, new markets, and new product development efforts. Organizations need to earn access to insights both at a market and customer level. Why do earned buyer insights matter? They will give you good information and activity-based intelligence.

B2B Marketing 147

B2B Marketing B2B Trust Marketing Marketing & Strategy 147

Tony Zambito

MAY 21, 2021

Avoid the mistake of reverting back to assumptions on what your product or service is solving. Bad buyer personas completed with old product marketing terminologies and viewpoints will not help you to capture the attention of buyers. . A pandemic of this order of magnitude mostly surely has altered the goals of buyers.

Buyer Personas 197

Buyer Personas Intent Signal B2B Sales Interactive Marketing 197

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

JANUARY 10, 2022

What content do they read when evaluating our products?” For example, here is a sampling: “I need to know what they think of us and our salespeople.” “Why Why did they choose our competitors over us.” What are the common objections they have?” What makes us different when compared to our competitors?”. These are just a sampling of responses.

Buyer Personas 234

Buyer Personas Sample Urgency Marketing Analysis 234

Tony Zambito

MAY 4, 2021

Far too often, organizations can treat buyer insights and buyer personas as checklist items for content production. The pay-off, however, is significant given the continuous shifting of buyer goals and behaviors. . 2 – Buyer Insights Management. You can prevent this by developing a dedicated focus on Buyer Insights Management.

Buyer Personas 328

Buyer Personas Account Based Marketing ABM Organic Leads 328

Tony Zambito

MAY 29, 2021

Usually, what is captured is product and sales intelligence about buyers related to their initiatives or priorities, the ubiquitous term of pain points, role-specific details, and generic versions of buyers’ journey. The outcome is the struggle remains hard to transition from a product-centric mindset to a true buyer/customer-centric mindset.

Top of Funnel 162

Top of Funnel Buyer Personas B2B Buyer's Journey 162

Tony Zambito

JUNE 16, 2020

Discovering new scales of economies and little impact on productivity. In fact, organizations are finding increases in productivity. Many non-consumer facing organizations are finding that large-scale “work from home” can work. What remains is finding balance for increased “always on” pressure for workers.

Digital Transformation 162

Digital Transformation Buyer Personas Business Work Management 162

Tony Zambito

FEBRUARY 2, 2022

Such as new types of problems to address, changes in buying habits, adapting products or services in new ways, etc. . Such as choosing competitors, cutting costs, forming inaccurate perceptions , adopting new technologies, etc. The second is insights can reveal unforeseen new opportunities.

Ad Building 228

Ad Building Blast Campaigns Broadcasting Forecasting 228

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. A brand vision is a very different dimension when one thinks of branding in general. It is an articulation of purpose and vision about the future. In my qualitative buyer interviews, I can hear it in the voices of buyers.

Buyer Personas 207

Buyer Personas Organic Leads Branding Brand Identity 207

Tony Zambito

NOVEMBER 1, 2020

Expand The Scope Of Sales : Sales for the past few decades have been focused almost entirely on improving sales effectiveness, productivity, and processes at the individual seller level. Instead, leaders can use the tools of buyer insight such as buyer research, buyer personas, and buyer journey mapping as a compass for the future.

Buy 309

Buy B2B Buyer Personas Buyer's Journey 309

Tony Zambito

DECEMBER 14, 2020

Validating how our product or services does what we say it does. The challenge for B2B marketers and sellers is how to achieve collective confidence. Made more challenging because of COVID-19. Our typical first response is to create content perhaps stacked with statistics. A business case presented as irrefutable.

Ad Building 271

Ad Building Urgency Marketing Case Studies B2B Sales 271

Tony Zambito

MAY 17, 2021

Jon Miller, chief marketing and product officer of Demandbase is advocating for ABX. An indication the struggle is real is the new term ABX or account-based experience. A response to the challenges and limitations of viewing ABM through the lenses of marketing only. And adopting a lifecycle viewpoint.

Account Based Marketing 224

Account Based Marketing ABM Buyer Personas Intent Signal 224

Tony Zambito

OCTOBER 23, 2018

Whether they be market-based, production-based, or operations-based decisions. Innovations : Buyers now have dedicated teams whose purpose is to scout the marketplace for innovative outsourcing, market trends, product trends, service trends, and workforce trends.

Digital Transformation 184

Digital Transformation Buyer Personas Work Management Marketing Management 184

Tony Zambito

MARCH 2, 2022

Additionally, we have seen major tech companies, like Apple, ban the sale of their products to and within Russia. As of this writing, we are beginning to see some oil companies begin to respond. Shell and BP have decided to exit Russia because of the invasion. In the future, it will not be just about Russia and Europe.

Order 147

Order Business Planning Demand 147

Tony Zambito

APRIL 30, 2021

Personas and Buyer Personas were invented to help organizations make informed decisions on product design or buyer strategies. Unintentionally, organizations can be hard-wiring DNA-type instructions that are incorrect and causes companies to develop out-of-synch approaches to their buyers. 3 – Leveraging and Informing Buyer Strategies.

Buyer Personas 176

Buyer Personas B2B Sales Organic Leads Profiling 176

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. Digital Commerce Experience Matters As Much As Customer Experience.

Buyer Personas 310

Buyer Personas B2B Amazon Fulfillment 310

Tony Zambito

OCTOBER 26, 2020

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

Marketing & Strategy 245

Marketing & Strategy Buyer Personas B2B Sales Interactive Marketing 245

Tony Zambito

FEBRUARY 27, 2022

What should business leaders do?

Thought Leadership 209

Thought Leadership Forecasting Rules Intent 209

Tony Zambito

NOVEMBER 15, 2020

When the concept of a buyer persona was originated in 2001, they were derived from the experiences in creating goal-directed user personas for product design. Knowing how buyers are being affected means revisiting buyer profiles and buyer personas.

Buyer Personas 220

Buyer Personas Digital Transformation B2B Sales Interactive Marketing 220

Tony Zambito

MAY 26, 2021

That you want to help them to buy your products, solutions, and services. . If content and sales conversations are about helping to buy, then a mindset oriented towards selling only can still exist. And it can be clear to buyers that you and your teams are selling. At this point, you may ask “well isn’t our end game to make more sales?”

Buy 196

Buy Buyer Personas B2B Sales Gartner 196

Tony Zambito

OCTOBER 23, 2016

For instance, the rise of platforms such as Amazon and LinkedIn has significantly shifted the way customers interact with products and services. As the digital economy continues to evolve globally, we are seeing an unprecedented convergence of market-oriented behaviors associated with the usages and purchases of products or services.

Enterprise Management 100

Enterprise Management Marketing & Strategy Marketing Strategy Work Management 100

Tony Zambito

NOVEMBER 4, 2020

It should come as no surprise that B2B buyers are taking their initial research on products and services online. Let us take a brief yet a closer look at each. Expansion To Online Research Accelerates. That trend has been accelerating and no doubt COVID-19 has driven oft-quoted percentages from various surveys upwards.

B2B 202

B2B Buyer Personas B2B Sales Buyer's Journey 202

Tony Zambito

NOVEMBER 29, 2020

Essentially putting the customer and the buyer at the center of the organization’s delivery of products and services. In the next decade, we began to see the idea expanded to customer centricity and buyer centricity. Customer centricity has its origins as far back as the 1960s but took on new meaning in the 2010s.

Internet Marketing 207

Internet Marketing Fulfillment Interactive Marketing Customer Surveys 207

Tony Zambito

OCTOBER 18, 2015

At the same time, we also saw the prominence of product management and product marketing rise in 1980’s and 1990’s. The jobs of product marketers were to market to customers the product lines of the organization. User-centered design is based on the personification of interactions with digital products and software.

Ideal Customer Profiles 100

Ideal Customer Profiles Profiling Buyer Personas Marketing Management 100

Tony Zambito

JANUARY 29, 2017

Relying on a status quo of traditional means such as focus groups, win/loss oriented interviews, surveys, and buyer interviews that are grounded in conventional yet outdated sales and product marketing concepts. Especially as related to the veiled covering of old sales and product marketing methods and presenting as an expert method.

Digital Transformation 100

Digital Transformation Buyer Personas Ideal Customer Profiles B2B Thought Leadership 100

Tony Zambito

SEPTEMBER 26, 2018

The urgency brought on by the continued elusiveness in shifting entities as a whole from product-centricity to customer-centricity. The mandate for customer-centricity has been a rallying cry for this entire existing decade. It remains so today with increasing urgency.

Allocation 181

Allocation Digital Transformation Press Training 181

Tony Zambito

SEPTEMBER 19, 2016

This is especially true for companies organized by product lines with overlapping customer segments. And, not enough communications occurring between product marketing for each. Trying to gain a sense of what fits for them and how does a product or set of solutions help them. Context Connects.

Buyer Personas 0

Buyer Personas Planning Paid Search Agency Content 0

Tony Zambito

DECEMBER 8, 2011

Product centricity has been the driving force behind marketing and sales for decades and practically all of the 20th century.    However, this shift continues to occur at a slow pace in the B2B marketplace and many B2B organizations have product centricity wired into their organizational DNA. 

Trends 100

Trends Fulfillment Work Management Marketing Management 100

Tony Zambito

OCTOBER 1, 2018

Expectations are rising on the part of buyers and customers regarding how they are empowered by the services, products, and technologies of B2B providers. Taking a one-time funnel or journey snapshot of how decisions are made may mean that such a view will be out of date by the time you act upon it. Empowering Customer Success.

Buyer Personas 174

Buyer Personas Lead Ranking Digital Marketing Funnels Urgency Marketing 174

Tony Zambito

OCTOBER 4, 2015

In B2B commerce, for example, we may have a good idea about segments, roles, key initiatives of organizations, pain points, and criteria related to product specifics as well as purchasing. Recognizing that product marketing and sales-oriented approaches to profiling buyers are at a rapid point of diminishing returns.

Direct Marketing 100

Direct Marketing Buyer Personas Allocation Ideal Customer Profiles 100

Tony Zambito

JANUARY 22, 2017

How to design products and services that were user-friendly and enabled users to fulfill their goals. Approaches rooted in old principles of product marketing and purchasing for buyer personas are outdated. Which looked at the design of products or services in terms of human interaction with computers.

Buyer Personas 100

Buyer Personas Digital Transformation Enterprise Management Account Based Marketing 100

Tony Zambito

MARCH 12, 2017

If your buyer personas are rooted in outdated sales and product marketing paradigms pertaining to role-based perceptions and the feeding of the perpetual content machine – it is time for a reboot. You Are Working From Old Organizational Hierarchy Perceptions.

Buyer Personas 251

Buyer Personas B2B Digital Transformation B2B Sales 251

Tony Zambito

APRIL 6, 2012

Far too often, who the SMB buyer is and understanding how and why they make purchasing decisions gets lost in the shuffle of statistics on number of dials, connections, and product pitches. What the new breed of inside sales reps wants today is more engaging conversations with buyers and less focus on product pitches once they connect.

SMB 100

SMB Buyer Personas Lead Ranking B2B Sales 100

Tony Zambito

MARCH 24, 2011

In the new buyer experience economy , it is less about the product or service and more about creating value through experience.    The quality and usage of a product or service will always matter.    Businesses producing inferior products or services will fall off the radar screen of buyers. 

Buyer Personas 100

Buyer Personas Fulfillment Design B2B Sales 100

Tony Zambito

JANUARY 7, 2010

During the previous decade, we’ve seen a growing acceptance for the use of buyer personas to help guide effective product, sales, and marketing planning.   Crafting user personas for the design of products require a significant degree of observational and ethnographic based research.

Buyer Personas 100

Buyer Personas Lead Ranking User-Generated Content Barriers 100