Tony Zambito

OCTOBER 26, 2020

For many leaders in sales and marketing, the year 2020 will go down in history as one of the most challenging in their careers thus far. Questions related to how to reset sales and marketing to a vastly different world from just one year ago. Interactions : how do we redesign sales and marketing interactions with buyers?

Marketing & Strategy 245

Marketing & Strategy Buyer Personas B2B Sales Interactive Marketing 245

Tony Zambito

MAY 14, 2021

Marketing and Sales Leaders Need To Know The Difference Between Bad Versus Good Buyer Personas To Achieve Growth. 4 – They Provide True Buyer Insights As Opposed To Basic Sales Intelligence. For instance, finding out what holds up a buying process is something a good sales representative should be able to inquire about.

Buyer Personas 232

Buyer Personas Validation Thought Leadership Deliverability 232

Tony Zambito

JANUARY 11, 2021

This will lead buyers to further ignore or turn-off the overwhelming volume of content they are facing day in and day out. This will decrease the tolerance for hyperbole in a firm’s marketing and sales effort. What may have caused buyers in the past to take such with a “grain of salt” may lead to outright elimination.

Trends 209

Trends B2B Sales B2B Marketing Spending 209

Tony Zambito

FEBRUARY 4, 2022

In this world of new realities, business leaders in operations, marketing, and sales desire such deep understanding to expand and grow. . Leading to enhanced predictability. A deeper understanding leads to insights on how to make the world a better place and shape a better future. .

Buyer Personas 219

Buyer Personas Correlation Fulfillment Analysis 219

Tony Zambito

APRIL 30, 2021

Marketing and Sales Leaders Must Build Core Competency of Understanding Buyer Persona Goals. 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. . Sometimes, culture and DNA are used interchangeably.

Buyer Personas 176

Buyer Personas B2B Sales Profiling Organic Leads 176

Tony Zambito

NOVEMBER 8, 2020

Iacocca, who died at the age of 94 in 2019, was a visionary leader who was the only executive in modern times to lead two of the Big Three American automakers. Iacocca, in both situations, had to overcome much adversity and uncertainties to lead. The uncertainties are making it hard for B2B sales and marketing leaders to plan.

Allocation 187

Allocation Buyer Personas B2B Lead Ranking 187

Tony Zambito

NOVEMBER 21, 2020

Buyer Research Leads To Buyer Insights That Guides Recovery And Rebound. Take the recent announcements regarding forthcoming vaccines. There are significant logistical challenges and situations yet to be resolved. Refrigeration and distribution to name two. . Many not-so-obvious on the surface. In many not-so-obvious ways.

Buyer Personas 255

Buyer Personas B2B Sales Research eCommerce 255

Tony Zambito

JUNE 8, 2020

A quarterly monitoring study of buyer attitudes about buying decisions during and after the COVID-19 Crisis, the COVID-19 Buyer Outlook Insights study will bring timely and essential buyer persona-based decision-making about when and how to resume marketing and sales. About Tony Zambito.

Studies 162

Studies Buyer Personas Paid Search Agency Sample 162

Tony Zambito

APRIL 20, 2021

Working with many leading organizations and hundreds of marketing and sales leaders to succeed. For over 20 years, as the founder and innovator of the buyer persona concept, I’ve advocated for achieving a deeper understanding of buyers.

Buyer Personas 130

Buyer Personas Communities Organic Leads Research 130

Tony Zambito

JANUARY 21, 2022

Many businesses today, in their marketing and sales operations, have an insatiable thirst for data and intelligence about their buyers and customers. The balancing of these two forms of information and intelligence processing can lead to human-centered insights. Data-centric intelligence requires input from data.

Marketing AI 204

Marketing AI Buyer Personas Marketing & Strategy Act-On 204

Tony Zambito

OCTOBER 1, 2018

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. As mentioned above, at one point in time – now long ago – the sales funnel and decision-making process rarely changed.

Buyer Personas 174

Buyer Personas Lead Ranking Digital Marketing Funnels Urgency Marketing 174

Tony Zambito

NOVEMBER 18, 2020

Let us take a look at seven areas of buyer insights that can help lead to unshakable loyalty: Community. Enabling buyers in a positive way leads to loyalty. Buyer insights into these seven areas can help B2B leaders in marketing and sales to draw a tighter connection between value and loyalty. Interaction Experience.

Loyalty 195

Loyalty Lead Scoring Lead Ranking B2B Sales 195

Tony Zambito

JANUARY 31, 2016

The voluminous nature of marketing and sales content is making it harder for organizations to get through to customers and potential customers today. To the point whereby content marketers now have to deal with something sales have dealt with for decades. As a sales pitch. What is exactly different?

Ideal Customer Profiles 100

Ideal Customer Profiles Leads Lead Marketing Qualified Leads 100

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. B2B entities are finding it hard to let go and prepare for sales transformation in the new digital era of commerce. .

Enterprise Management 169

Enterprise Management B2B Thought Leadership Urgency Marketing Work Management 169

Tony Zambito

APRIL 19, 2012

Lead generation today is becoming the art and science of targeting. Depending on which study, buyers are performing different kinds of activities for nearly 70% of the buying process before sales intervention. Nearly 30% expressed dissatisfaction with lead conversion to sales. Getting On Target.

Lead Generation 100

Lead Generation Lead Ranking Tactics Buyer Personas 100

Tony Zambito

MARCH 12, 2017

B2B companies are struggling to make gaining buyer insights more than the gathering of analytics, buyer intelligence, sales intelligence, and buyer personas couched in factual data. I have seen entire sales and marketing strategy plans that amount to one thing only – get into the C-Suite. At issue is much of analytics remains tactical.

Buyer Personas 251

Buyer Personas B2B Digital Transformation B2B Sales 251

Tony Zambito

NOVEMBER 23, 2020

I hear plenty from B2B marketing and sales leaders the mention of “buyer personas.” Leading to more opportunities to engage. That is, to question whether you have buyer personas or buyer profiles. The term “buyer persona” has proliferated greatly since I first began advocating for their use in 2001.

Buyer Personas 228

Buyer Personas Terms and Conditions Interactive Marketing B2B Sales 228

Tony Zambito

OCTOBER 27, 2018

Before the turn of the new millennium in 2000, it was downright unthinkable in B2B that the model of sales representative and buyer interaction would ever change. The most controversial item on executive meeting agendas before the new millennium was if ”small inside sales team to handle small customers” should be created.

B2B 165

B2B Amazon Buyer Personas Fulfillment 165

Tony Zambito

MARCH 2, 2022

An important insight is many corporations lead with Environmental when talking about ESG. 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.

Order 147

Order Business Planning Demand 147

Tony Zambito

FEBRUARY 2, 2012

Recently, I published two articles related to 5 ways buyer behaviors are affecting B2B sales , and 5 ways they are affecting B2B marketing. Without question, changing buyer behaviors are also impacting how we think about Demand Generation or as it has been conventionally called – lead generation. And labels can be a dangerous thing.

Demand Generation 100

Demand Generation Lead Ranking Demand Generation 100

Tony Zambito

APRIL 5, 2011

The new buyer experience economy has resulted in shifting the economic value of many sales and marketing tactics over the past couple of years.    One approach whose value is on the rise is that of Lead Nurturing.  The approach taken towards lead nurturing could make a huge difference. 

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Planning 100

Tony Zambito

JANUARY 5, 2011

.  As Sirius Decision and CSO Insights have reported on often, buyers are progressing through 70-80% of the buying and sales cycle before engaging directly with sales.    Understanding what buyers are doing in the lead generation to sales cycle gap is proving to be a competitive difference maker.

Buyer Personas 100

Buyer Personas Lead Ranking Work Management Buying Cycle 100

Tony Zambito

JUNE 6, 2017

This growth in the volume of data has spawned numerous types of data analytics services provided for marketing and sales management to deal with the ever-increasing volume of data. Such an ability to learn patterns that lead to artificial intelligence can result in vastly improved customer experiences. Insular We Have Become.

Marketing AI 214

Marketing AI Paid Search Agency Buyer Personas Companies 214

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

MARCH 6, 2016

Myths Hurting B2B Marketing And Sales. Unknowingly, B2B executives can make important decisions relative to marketing and sales strategies based upon mythical assumptions. Myth 4: Buyers receive and clearly understand existing marketing and sales messaging. Yet many marketing and sales strategies operate on this assumption.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles B2B B2B Sales 100

Tony Zambito

APRIL 29, 2012

"Sales Checking For Leads" © All Rights Reserved Kenny Madden. Depending on which reports you may read when it comes to lead nurturing, approximately 60% or more of B2B businesses do not have a formalized lead nurturing program. Which begs the question: why are companies slow to adopt to lead nurturing?

Lead Nurturing 100

Lead Nurturing Lead Ranking Leads Lead 100

Tony Zambito

NOVEMBER 15, 2010

.  This past election made me think about parallels to the ongoing debate that surrounds sales and marketing alignment.    As if the state of sales and marketing has an imaginary aisle like the House on Capitol Hill.    Sale’s role has been primarily one of PUSH. 

Buyer Personas 100

Buyer Personas Paid Search Agency Buying Cycle Lead Ranking 100

Tony Zambito

MAY 4, 2011

.  They have helped companies to gain insights into market opportunities, find out why challenges exists, depict buying processes, and how to map critical sales and marketing strategies to the goals of buyers.    I am not sure this is a good thing for both buyer persona development and for sales or marketing in general. 

Buyer Personas 100

Buyer Personas Research Ideal Customer Profiles Demand Generation Agencies 100

Tony Zambito

DECEMBER 8, 2015

I am looking for marketing and sales leaders in business organizations who have thought about or implemented buyer persona development. Teams who are finding new successful marketing and sales strategies as a result of focusing on goal-directed buyer persona development. This is where I need your help. May I get your help?

Buyer Personas 100

Buyer Personas Customer Surveys Ideal Customer Profiles Organic Leads 100

Tony Zambito

JULY 17, 2016

Leading to more effective online engagement, content design, and sales conversations. In order to generate improved online engagement, content design, and sales conversations, organizations need to gain a deeper understanding of the intent behind tasks and activities.

Intent 100

Intent Buyer Personas CMO Work Management 100

Tony Zambito

JUNE 13, 2011

.  In the social age, influence or perhaps more correctly, social influence, has become the centrality of the social buyer’s mindset towards taking steps leading to a buying decision.  Marketing and sales plans have a tendency to be concrete and finite plans.    Organic. .    Organic.

Buyer Personas 100

Buyer Personas Peer-to-peer Planning Act-On 100

Tony Zambito

DECEMBER 20, 2015

Documentation Leads To Effectiveness. The implication here is buyer personas should not be an art gallery but a dynamic part of marketing, sales, and service operations. If you are a leader in marketing, sales, service, or operations, please go to this link: State of Buyer Personas Survey 2016. A Step In The Right Direction.

Buyer Personas 100

Buyer Personas Research Studies Demand Generation Agencies 100

Tony Zambito

SEPTEMBER 8, 2010

  For many B2B CEO’s, they are witnessing the conventional strategies associated with sales and marketing being dismissed and tossed aside by buyers at an alarming rate.  Alignment : The issue of sales and marketing alignment has been written about extensively over the past few years. 

Buyer Personas 100

Buyer Personas Buying Cycle B2B Lead Ranking 100

Tony Zambito

MARCH 6, 2017

Where intelligence, mistaken for insights, is rooted in outdated sales and product marketing precepts of buying teams, buying criteria, ill-defined success factors, etc. Where success is oftentimes measured on how many downloads occur and the ability to identify real-time shifts in which content is accessed.

Digital Transformation 253

Digital Transformation Buyer Personas Lead Ranking B2B 253

Tony Zambito

OCTOBER 4, 2010

  An important attribute that B2B CEO’s will need to possess to lead organizations in Buyer Experience Innovation is ecosystem thinking.    The roles of sales and marketing with respect to engagement are best defined when shaped by how they contribute to the overall buyer experience. 

Buyer Personas 100

Buyer Personas Marketing Automation Services Buying Cycle Lead Ranking 100

Tony Zambito

SEPTEMBER 22, 2010

  This rethinking raises questions as well as the dialogue today on the effectiveness of the traditional functions of sales, marketing, support, and customer service.     Viewing what each function is capable of in isolation and missing the harmonizing around the buyer experience. 

Top of Funnel 100

Top of Funnel Buyer Personas Marketing Automation Services Buyer's Journey 100

Tony Zambito

SEPTEMBER 20, 2010

  This rethinking raises questions as well as the dialogue today on the effectiveness of the traditional functions of sales, marketing, support, and customer service.     Viewing what each function is capable of in isolation and missing the harmonizing around the buyer experience. 

Top of Funnel 100

Top of Funnel Buyer Personas Buyer's Journey Digital Marketing Funnels 100