Tony Zambito

MAY 26, 2021

A purchase. That you want to help them to buy your products, solutions, and services. . Note, it is not about seeking a solution to buy. It is about trying to figure things out. Something many buyers are trying to do at this moment. The phrase “helping buyers to buy” has an end in mind of a sale. Yes, of course.

Buy 196

Buy Buyer Personas B2B Sales Gartner 196

Tony Zambito

NOVEMBER 29, 2020

An exploration to chart and explore the Louisiana Purchase Territory at the behest of President Thomas Jefferson. Essentially putting the customer and the buyer at the center of the organization’s delivery of products and services. Lewis and Clark spent the fall and winter of 1803-1804 in preparation.

Internet Marketing 207

Internet Marketing Fulfillment Interactive Marketing Customer Surveys 207

Tony Zambito

NOVEMBER 8, 2015

Creating distinctive and engaging experiences, as part of how people and businesses go about making purchases, is getting more attention today than ever. The repeat purchase experience, thus, ending up leaving a very sour taste in the mouths of existing customers. Including add-on of newer products and services.

Buy 100

Buy Buyer Personas Acquisitions Correlation 100

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

SEPTEMBER 6, 2016

This is especially crucial as organizations continue to evolve in transforming their business model from product-centric to customer-centric models. Suitable for classification of groups that can represent the buyers of specific types of products, services, and integrated solutions. Customer Segmentation. Buyer Profiling.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles Segmentation Profiling 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such as focus groups, win/loss oriented interviews, surveys, and buyer interviews that are grounded in conventional yet outdated sales and product marketing concepts.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

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. and early 2000’s.

Buyer Personas 100

Buyer Personas Digital Transformation Enterprise Management Account Based Marketing 100

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

SEPTEMBER 19, 2016

Even more compelling is the greater influence of mobile and digital social platforms on reducing attention span and creating filtering behaviors in purchases. This is especially true for companies organized by product lines with overlapping customer segments. And, not enough communications occurring between product marketing for each.

Buyer Personas 0

Buyer Personas Planning Paid Search Agency Content 0

Tony Zambito

FEBRUARY 2, 2012

A critical way to do this – and admittedly easier said than done – is to become buyer-centered as oppose to product-centered. Still, a very hard proposition when corporate infrastructures remain wedded strongly to being organized by product and individual profit and loss performance. How Can CSO’s and CMO’s Respond?

Demand Generation 100

Demand Generation Lead Ranking Demand Generation 100

Tony Zambito

JANUARY 30, 2012

What matters in today’s B2B climate is having the ability to predict multiple scenarios and more importantly – multiple buying scenarios that will shape the organization’s marketing, sales, product, content, and social strategies. Emphasis on modeling buyer behavior. Bringing a qualitative interface to the quantitative analytics.

Lead Ranking 100

Lead Ranking B2B Peer-to-peer B2B Sales 100

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

SEPTEMBER 27, 2011

  How well organizations; in relations to products, service, and brand; maps to Buyer Perceived Values will serve as the one of the primary influences that shapes buyer behaviors and purchase decisions. Risks :  let’s face it – changing products or services in a B2B market can turn into an agonizing experience for buyers. 

Peer-to-peer 100

Peer-to-peer Loyalty Correlation Pricing 100

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

MAY 5, 2011

B2B marketing and sales has lived in a neat framework centered on the purchase transaction.    In some industries and marketplaces, this purchase transaction has been fairly straight forward.    That is, until now.    These days are certainly the best of times and could be the worst of times. 

Buy 100

Buy Buyer Personas B2B Lock-In 100

Tony Zambito

JULY 24, 2011

  We know from such sources as Basesone’s Buyersphere Report what B2B buyers are doing respective to the use of social media and the Internet as they ultimately make purchase decisions.     Storing recall through YouTube, Product Review Sites, Q&A such as Focus and Quora, and blogs they subscribe to. 

Peer-to-peer 100

Peer-to-peer Buyer Personas Allocation Social Networks 100

Tony Zambito

OCTOBER 5, 2011

  Craters that can be littered with failed product launches, content marketing efforts, demand generation initiatives, and a smoldering fire of bad reputation.   So how does an organization get a hold of itself in such times? .    I know my answer – what is yours?

Buyer Personas 100

Buyer Personas Wikipedia Demand Generation Analysis 100

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. Shifting from product-based and phone-based sales processes is in essence a cultural change within organizations.

SMB 100

SMB Buyer Personas Lead Ranking B2B Sales 100

Tony Zambito

JUNE 26, 2016

Whereby an audience is a community of people and organizations who share common, as well as, unique goals and yet may exhibit different behaviors when it comes to influencing, decision-making, and purchasing. A given in the new reality of digital marketing today is the overwhelming production of content.

Buyer Personas 104

Buyer Personas Research B2B Fulfillment 104

Tony Zambito

DECEMBER 13, 2015

For example, when a new technology solution is considered for managing warehouse inventories, the tendency is to see the purchaser going through five, six, or seven neatly defined steps. Content Deluge Is Counter-Productive. Acting rationally with defined criteria and evaluation processes. Obtaining such viewpoints are very helpful.

Buyer Personas 100

Buyer Personas Lead Ranking B2B Sales Research 100

Tony Zambito

NOVEMBER 14, 2011

There is no question that the C-Suite and perhaps in particular the CMO is under constant duress to figure out how to find the right mix of products, services, and experiences that make loyal customers and wins over prospective buyers.  .  What Must CEO’s, CMO’s, and CSO’s do?

Trends 100

Trends Planning Buy CMO 100

Tony Zambito

NOVEMBER 10, 2011

  They are often faced with the daunted task of sorting through myriads of information that will allow them to learn and hopefully help them to make an informed purchase decision.    One of my favorite theater productions has been A Chorus Line.    The Future. . 

Trends 100

Trends Content Wikipedia Custom Publishing 100

Tony Zambito

MARCH 26, 2012

There have been many means tried for SMB segmentation whether it is by size, type, vertical, products, solutions, and etc. To help round out the SMB buyer picture, learning their attitudes towards your product, service, or technology and how these attitudes drive information needs help to get deeply descriptive.

SMB 100

SMB Enterprise Management Buyer Personas Marketing Management 100

Tony Zambito

MARCH 6, 2016

What has transpired in the last few years is B2B Marketing have taken the notion of customers having processes and policies they need to follow for purchasing and transformed this notion into a mythical buyer’s journey. The bottom line here is that buyers do not act or think in this way. This can apply to buying teams as well.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles B2B B2B Sales 100

Tony Zambito

FEBRUARY 28, 2016

It is neat, suggests easy ways to align or adapt content, and leads people to believe they understand the buyer’s trip to a purchase. And, not too surprisingly, continues to be viewed as product-centric. This in vogue approach has led to attempts to make an “automated science” out of the B2B marketer’s view of the buyer’s journey.

Buyer Personas 100

Buyer Personas B2B Content B2B Sales 100

Tony Zambito

MARCH 27, 2008

For instance, buyers today may spend as much as three months researching products or services before ever engaging a sales professional into the buying process. This blog will focus on how personas are changing the world of not only product design and marketing, but now that of sales.

Cold Calling 100

Cold Calling Sales Cycle Buying Cycle Work Management 100

Tony Zambito

APRIL 24, 2008

If you think about one of your most recent household purchases, such as a car, grill, or even a lawn mower, it is a safe bet you found yourself on the Internet. On some of these items, you were pleasantly surprised to find that you can "customize" the product to your specification and even have it shipped to your front door!

Peer-to-peer 100

Peer-to-peer Trends Buyer Personas Social Media 100

Tony Zambito

AUGUST 22, 2011

  What is needed is to establish a research foundation for the ongoing qualitative insight into buyer behaviors that impact business relationships, ecosystems, and purchase decisions.  .  I strongly advocate that this perspective needs changing.    Why is this important – especially now? Ecosystem.

Buyer Personas 100

Buyer Personas Viral Marketing Research Planning 100

Tony Zambito

FEBRUARY 14, 2011

  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.  Content marketing has become more and more part of the planning dialogue for organizations as the digital age continues to mature. 

Design 100

Design Content Marketing Planning Buyer Personas 100

Tony Zambito

FEBRUARY 9, 2010

  As senior leaders seek to gain a market edge, they focus on developing teams that are adept at understanding how their products and services make an impact.   More the case than not in a B2B setting, the buyer is not the user of the product or service he or she is purchasing. .   Buyer Persona 2.0

Buyer Personas 100

Buyer Personas B2B Sales Forecasting Marketing Management 100

Tony Zambito

JULY 10, 2011

  Organizations implemented simple to complex strategies designed to find buyers and persuade them to hear what they have to say about their products, services, and solutions being offered.    The buyer has stages leading to a purchase decision.    In today’s social age, this is no longer true. 

Buyer Personas 100

Buyer Personas Top of Funnel Peer-to-peer Marketing Funnels 100

Tony Zambito

APRIL 2, 2011

Missing Segments : you are reading all the industry reports and you read about segments that are using your product or service – and you ask – why are we not selling in this segment?  In-house and Purchased Reports :  you have globs and globs of those “thud” reports from every angle possible. 

Buyer Personas 100

Buyer Personas Trade Show Buzz Social Networks 100

Tony Zambito

NOVEMBER 1, 2015

Buyer personas are thought of as a tool specific only to new endeavors in content marketing, campaigns, and product launches. Do not box-in buyer persona development to specific campaigns : This is a common mistake I see often. As opposed to within the context of qualitative buyer research.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles B2B Marketing Paid Search Agency 100

Tony Zambito

AUGUST 21, 2011

.  The buying experience through Apple’s retail distribution is designed to make people feel at ease learning, exploring, touching, and talking for as long as they want about an Apple product.    What Apple discovered with the iPhone and is enhancing with the iPad 2 is that the purchase of the device is only the beginning. 

Distribution 100

Distribution Buy Marketing & Strategy Marketing 100

Tony Zambito

MARCH 30, 2012

Darren mentions the importance of the web site experience, providing the ability to buy seamlessly through multiple channels, and investing in post-purchase experiences as keys to success in the SMB segment. Focus on your web site , on McKinsey’s Chief Marketing & Sales Officer Forum site.

SMB 100

SMB Advertising Channels Enterprise Management Work Management 100

Tony Zambito

MAY 12, 2011

  This may be especially true in B2B organizations where inbound competencies haven’t been developed and measurements for productivity are based on outbound calls, appointments, and deals.    My thought here is very different than the conventional purchasing department. 

Buyer Personas 100

Buyer Personas B2B Sales B2B Buying Cycle 100

Tony Zambito

MARCH 7, 2010

.   CEO’s today faced the enormous challenge of disrupting the inertia of a seller-centric organization and adopting strategies and technologies that shift the balance of negotiation and navigation of a purchase in favor of the buyer. Buyer Enablement.

Transparency 100

Transparency Buyer Personas Correlation Deliverability 100