Tony Zambito

MAY 10, 2021

But if you and I are being honest, the most significant development is the funnel was flipped from its vertical view to a horizontal view. In a 5 vertical markets buyer persona engagement for HP, we found that 3 of 5 buying processes were completely different. New names to describe the stages have been introduced as well.

Top of Funnel 215

Top of Funnel B2B Sales Buyer Personas Process 215

Tony Zambito

NOVEMBER 28, 2011

In a recent qualitative study I was fortunate to be a part of for a Fortune 100 organization; four specific vertical markets were looked at.    What business insight uncovered were four distinct buyer decision models for each of the vertical markets studied.    The Future. .    The Future.

Buyer's Journey 100

Buyer's Journey Trends Elasticity Fulfillment 100

Tony Zambito

SEPTEMBER 20, 2010

.  Working alongside a trend setter in this area and challenged by one of HP’s senior executives, Kevin Hooper, Angela Quail and I developed an innovative methodology for creating Buyer Journey Maps for specific vertical markets as well as specific solutions.    Buyer Experience Design.

Top of Funnel 100

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

Tony Zambito

MARCH 18, 2012

Moving around 1,000’s of accounts and prospects in virtual databases to new buckets created for employee size, revenue size, product targets, and verticals. There is what I call a “definition churn” that can happen when knowledge is found wanting – new definitions, classifications, segmentations, and etc.

SMB 100

SMB Enterprise Management SME Work Management 100

Tony Zambito

MARCH 22, 2010

  Or it can mean a specific vertical market. Figuring out where to play can be a perplexing proposition.   It can have geographic implications.   It can come to mean a sub segment of an overall market.   The investigative process of gathering customer and buyer insights can yield a compass on where to play.

Buyer Personas 100

Buyer Personas Planning Segmentation Case Studies 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. Marketing to the SMB segment and buyers should first start with visiting the segmentation issue a little deeper.

SMB 100

SMB Enterprise Management Buyer Personas Marketing Management 100

Tony Zambito

MARCH 16, 2010

HP has developed vertical market strategies around buyer personas that align their sales and marketing organizations efforts to win at the mid-market competitive level. About Goal Centric. Goal Centric is a privately held company based in New York, New York and Menlo Park, California.

Buyer Personas 100

Buyer Personas Marketing & Strategy Enterprise Management Buying Cycle 100