Tony Zambito

The Value of Buyer Personas in Times of Uncertainty

Tony Zambito

Buyer insights and buyer personas act as a compass for business leaders in uncertain times. We are living in times of tumultuous upheaval. A world turned upside down and rife with uncertainty.

The Great Buyer Resignation

Tony Zambito

One of the big stories of the year 2021 and the Covid-19 pandemic has been the “Great Resignation” of workers in many consumer and business sectors. There are a variety of reasons cited.

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Buyers Are Facing New Endemic Realities

Tony Zambito

4 Buyer Challenges Can Be Endemic For A Decade. 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.

The Problem With Not Knowing Your Buyers

Tony Zambito

Lack of insights about buyers creates an inability to solve problems. Over the last twenty years, since founding the concept of buyer personas, I have worked with many leaders. Leaders that are responsible for their overall business, marketing, or sales functions.

Omnichannel is Multichannel 2.0

Multichannel and omnichannel marketing are not the same. Many organizations are striving for omnichannel, but it can be a daunting journey—unless you have a map. Download your copy of the ultimate omnichannel guide today!

How Business Leaders Can Guard Against Inaccurate Preconceived Notions About Buyers

Tony Zambito

Challenging Preconceived Notions About Buyers is a Two-Way Street. Over the course of many years and just a few years as well, business leaders and organizations can develop preconceived notions about buyers and customers.

How To To Enable Your Marketers And Sellers To Truly Understand Target Buyer Personas

Tony Zambito

Marketing and Sales Leaders Must Build Capabilities To Understand New Target Buyer Personas. The roles of marketing and sales professionals have changed quite a bit in the last decade. They are about to undergo even further change and transformation in this decade and beyond.

Earn The Right To Gain Buyer Empathy

Tony Zambito

The word and the premise of empathy have become quite the buzzword in business and marketing. Especially so since the advent of and the ongoing COVID-19 pandemic. There is widespread consensus that having empathy is a good thing. A must-have to connect with buyers and customers.

How To Meet Buyers’ Goals in an Era of Uncertainty

Tony Zambito

To Accelerate Growth in Uncertain Times, Leaders Need Insights on How Buyers’ Goals are Changing. We have entered a pronounced Era of Uncertainty. The past year has bedeviled both suppliers and buyers in the world of commerce. What was once dependable is no longer.

Buyers Want You to Shape a Better Future

Tony Zambito

An organization’s brand vision must show a better future for buyers. We are living in what can seem like a never-ending time of unpredictability and instability. Two years into a worldwide pandemic. It is a long time. With no predictable end in sight.

Put Your Data to Work: The Complete Playbook

Turn your data into a competitive advantage. This playbook contains: Exclusive stats, research & insights on how the pandemic affected businesses. A comprehensive “Request For Proposal” (RFP) checklist and an interactive quiz to test your data knowledge.

Put Insights at the Heart of Buyer-Focused Strategies

Tony Zambito

Business leaders must aspire for human-centered insights, not just intelligence. Many businesses today, in their marketing and sales operations, have an insatiable thirst for data and intelligence about their buyers and customers.

2022: The Year of Infrastructure

Tony Zambito

In 2014, then-President Barack Obama gave a speech on the importance of building infrastructure for future virus-borne pandemics. His predecessor, President George W. Bush, delivered similar speeches as they related to HIV and SARS viruses.

Are You Future Intelligent?

Tony Zambito

Leaders will need to develop skills to translate AI into intelligence that shapes the future. Anticipate, readiness, preparedness, forward-looking, foresee, envision, and predict. Powerful words with a common thread in leadership.

Overpromised and Underdelivered Exasperate Buyers

Tony Zambito

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. That something, underdelivered, can be a product, service, performance, technology, or program.

The Retailer’s Guide to Marketing Data

Retailers are faced with extraordinary challenges – from changing consumer needs to unpredictable twists & turns in the economy. Learn how innovative retailers use zero-, first-, second-, and third-party data to find their best customers and drive repeat purchases.

Why A Buyer Persona Sales System Is Needed In A New Era Of B2B

Tony Zambito

Sales Leaders Will Need To Implement A Buyer Persona Driven Sales System To Adapt To New Buyer Behaviors And Preferences. The past year of 2020 into 2021 will be looked at as one of the more transformative years to hit B2B sales in many a decade.

If You Cannot Answer Why Buyers Buy – You Cannot Lead

Tony Zambito

Important to leadership yesterday, today, and in the future is the ability to answer important “Why” questions. A significant trait that is necessary to lead organizations. Be they B2B or B2C entities. .

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The State of Buyer Personas 2022 Survey is Now Open For Your Input

Tony Zambito

The 20th Anniversary of Buyer Personas Survey To Help Determine Usefulness. The year 2021 marked the 20 th Anniversary of the concept of Buyer Persona being founded. It is hard to believe. The world is a completely different one than existed in 2001 when buyer personas were first introduced.

The Virus Has Changed. So Have Buyers.

Tony Zambito

The Omicron variant of Covid-19 has produced the most dramatic surge in the pandemic since the initial onset of the pandemic. Despite early indications the virus causes milder forms of illness, the degree of disruption is substantial.

11 Email Deliverability Strategies to Reach the Inbox

With nearly 1 in 5 emails from U.S. senders failing to reach the inbox, deliverability challenges still plague senders and prevent email campaign success. Check out this deliverability guide for actionable strategies and real-world examples of companies applying smart inboxing tactics.

Will Pre-Pandemic Buyer Assumptions Prevent Recovery And Rebound In 2021?

Tony Zambito

Over time, we can build assumptions about how things work. How things are supposed to be. Or we cement assumptions about what people think. Or how we expect people to behave.

Why Enabling Buyers To Buy Is The Future Of B2B

Tony Zambito

Depending on the type of automobile you have, when you hit the gas pedal hard, there can be a slight hesitation. A hesitation that can be sometimes unsettling. Especially when trying to enter onto a highway. That moment of hesitation before the acceleration can feel like more than a mere second.

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Accelerated Digital Commerce Is Disrupting B2B Sellers And Buyers

Tony Zambito

Especially since the beginning of the pandemic, digital commerce is growing at lightning speed. Putting pressure on B2B Executives to transform their businesses. No longer can they wait with a long view.

5 Buyer Insights To Factor Into 2021 Buyer Strategies

Tony Zambito

Compress. A word that has often been used in business. Compressed files. Compression thinking. To compress and flatten organizational structures. A myriad of uses meant to communicate reduction. It is an adequate word to use when thinking about important takeaways from 2020.

5 Key Elements for Building a Successful Data-Driven Product

When selecting data providers, companies must ensure they’re tapping into comprehensive, high-quality streams of fresh information which can be easily integrated into their products in a privacy-compliant manner.

4 Areas Of Actionable Buyer Insights Can Help You Deliver A Differentiating Digital Buying Experience

Tony Zambito

Marketing and Sales Leaders Can Leverage Buyer Insights To Create Rewarding Digital Buying Experiences For Buyers. One significant outcome of the COVID-19 pandemic is the increasing desire on the part of buyers for digital buying experiences. Not that this type of outcome was ever in question.

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B2B Buyer Content Fatigue Is A Very Real Thing And A Big Problem

Tony Zambito

The global COVID-19 pandemic has exacerbated the effect of fatigue on people from all walks of life. We are feeling pandemic fatigue from vigilant following of guidelines. Business professionals are burning out from Zoom meeting fatigue.

Building Buyer Confidence More Important Due To COVID-19

Tony Zambito

In sports, confidence is often mentioned as one of the key ingredients to winning. I saw this firsthand with my daughter and her competitive experience in gymnastics. She attended the same gym as Amy Chow, the U.S. Olympic Gold and Silver Medal winner in the 1996 Olympics.

Don’t Get Stuck With Bad Buyer Personas

Tony Zambito

Marketing and Sales Leaders Need To Know The Difference Between Bad Versus Good Buyer Personas To Achieve Growth. Not all buyer personas are created equally. This is a problem.

The 5 Stages of Account-Based Marketing — and How to Win Them All

Successfully complete the five stages of ABM: define, identify, engage, convert, and connect. We’ll show you how to create a unified system with your sales team to help them land more qualified opportunities and connect with prospects like never before.

Buyer Insights Are a Matter of Interpretation

Tony Zambito

The critical skill of interpreting buyer insights is needed to achieve actionable outcomes. A common thread in the many executive-level conversations and interviews I have had in the last twenty years is that of a lack of insights. Specifically, a lack of insights into their buyers and customers.

4 Ways To Propel Your ABM By Doing What Is Good For The Buyer

Tony Zambito

Marketing and Sales Leaders Must Adapt To A New Era For B2B To Succeed With ABM And ABX. ABM (Account-Based Marketing) has consistently been viewed as either a glass-half-full or a glass-half-empty program.

Two Voids Buyer Personas Can Fill To Achieve Growth Strategies

Tony Zambito

Lack of buyer insights and brand vision can doom growth strategies. On the minds of many CEOs entering 2022 is how to make business growth a top priority. Especially after two years of an enduring COVID-19 pandemic. While some industries have prospered, many have seen substantial losses.

5 Ways To Supercharge Your Personalization With Buyer Persona Insights

Tony Zambito

Buyer Personalization Will Matter As The Balance Of Power Shifts To Buyers In A “New World Order” Of Buying. In 1990, at the end of the Cold War, both President George H.W.

The Ultimate Guide to Executive Recruiting

Sourcing the right executive candidates and filling key managerial roles in an organization can be difficult, even in the best of times. Download this eBook to level up your discovery process, talent sourcing, and strategies for reaching your best-fit candidates.

5 Essential Reasons To Create In-House Buyer Persona Expertise

Tony Zambito

Marketing and Sales Leaders Can Increase Their Value Through In-House Buyer Insights and Buyer Persona Development Capabilities. Since the origins of the buyer persona concept in 2001, buyers and their buying behaviors have always been in a constant state of change.

Business Leaders: Do Not Ignore The Mental Health Crisis Related To The COVID-19 Pandemic

Tony Zambito

Empty office buildings dot the map of the United States. Once bustling communities adjacent to business parks are quiet. Restaurants and services that once served the lunch crowds from office complexes are limited to takeout or have closed their doors for good.

Buyer Aligned Sales Processes Are In Need Of A Redesign To Succeed In A New Era For B2B

Tony Zambito

B2B Organizations Must Reinvent To Accomplish Buyer-Aligned Strategies Post-Pandemic. In the lexicon of business, especially B2B, words and phrases can take on so many different meanings. That they, in effect, lose their intended purpose after a while.

The COVID-19 Pandemic Has Changed Your Buyers. Do You Know How?

Tony Zambito

The surge. The wave. The apex. The spike. The spread. These terms and expressions have become part of the vernacular describing the COVID-19 pandemic. A foreboding and ominous context. Our country is entering the third significant reckoning of the pandemic. More widespread than at any time.

B2B Marketing Trends to Engage Target Accounts and Skyrocket Demand Gen

Speaker: Ari Capogeannis, Director - Revenue Marketing at NVIDIA

In this webinar, ABM expert Ari Capogeannis will provide examples of successful ABM strategies and assist you in making the most of your ABM technology!