Tony Zambito

JANUARY 3, 2016

In 2016, we will mark the fifteenth year since buyer personas were first introduced. The journey, however, continues towards professionals and organizations gaining a true understanding of what buyer persona development entails. by Scott Lewis.

Buyer Personas 100

Buyer Personas Correlation Effectiveness Ideal Customer Profiles 100

Launch Marketing

APRIL 19, 2023

When you think of “B2B” marketing, you think of “Business to Business,” not “Business to Customer.” But this failure to focus on the customer experience or customer marketing is a crucial mistake that many B2B companies make. 79% of B2B marketers find email to be the most effective way to distribute content.

Top of Funnel 118

Top of Funnel Tactics B2B Marketing Work Management 118

Tony Zambito

MARCH 6, 2017

What we can be sure of is the buyer insights of the future will be fundamentally different than the buyer insights of the past. Many B2B firms today are either severely lacking in buyer insights or are led to believe the buyer intelligence they obtain is relevant to buyer insights. Developing Ecosystems.

Digital Transformation 253

Digital Transformation Buyer Personas Lead Ranking B2B 253

Tony Zambito

MARCH 6, 2016

There is a big problem when it comes to B2B customer research. And, most B2B executives may be unable to see or recognize the problem. In my years since launching Buyer Persona Research , the most successful companies utilizing buyer personas have made it about the latter – not the former.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles B2B B2B Sales 100

Tony Zambito

MAY 23, 2017

Particularly for B2B Marketing, it is important to not lose sight of what is at the focal point of marketing and sales. That is – buyer decisions. The hyper speed by which change is occurring in buyer behaviors, digital transformation, and in marketing, in general, may feel like a hurricane.

B2B Marketing 227

B2B Marketing Planning Buyer Personas B2B 227

Tony Zambito

SEPTEMBER 28, 2016

In business-to-business and consumer industries, the influence of goal-directed behaviors can be significant determinants of how choices and buying decisions are made. Buyer’s Journey Is A Pursuit. Oftentimes, marketers are given or creating buyer personas in which the emphasis is on factual data.

Buyer Personas 100

Buyer Personas Buyer's Journey Case Studies Buy 100

Tony Zambito

FEBRUARY 28, 2016

When it comes to the state of B2B content marketing and engagement, this proverb is on the mark. According to a recent study by Track Maven , one among a few on this topic, shows both B2B and B2C marketers have increased their publishing of content in 2015 by as much as 35 to 40%. by Juan Pablo Bravo. Sometimes more is truly less.

Buyer Personas 100

Buyer Personas B2B Content B2B Sales 100

Outreach

FEBRUARY 26, 2019

What is B2B Sales? Business-to-business (B2B) describes a relationship, situation, or marketplace between one business entity and another. A B2B company is one whose target customers are other businesses. market research) + companies that use such services to support their business goals.

Top of Funnel 71

Top of Funnel B2B Sales Process B2B 71

Tony Zambito

OCTOBER 14, 2018

One important reason is that we are finding that no two buyer’s journeys are alike – even within the same market, segment, or industry. In several buyer persona research engagements within the past three years, this has become noticeable. Resulting in multiple buyer personas with multiple buying experience views.

Marketing AI 174

Marketing AI Buyer Personas Top of Funnel Digital Marketing Funnels 174

Tony Zambito

MAY 31, 2017

People/Team Insights – recently, I came across articles regarding defining buyer personas for ABM. Yes, this basic intelligence is always important but should not be confused with deep buyer insights. Other markets, be they B2B or B2B, are facing similar upside down transformation.

Account Based Marketing 211

Account Based Marketing ABM Digital Transformation Paid Search Agency 211

Tony Zambito

JULY 17, 2016

Primarily, it helps with making sense of the tasks and activities buyers perform. This is also an important principle behind buyer insights research and buyer persona development. The many articles, books, and promotional material written about buyer personas, in general, are missing this key point.

Intent 100

Intent Buyer Personas CMO Work Management 100

Tony Zambito

JANUARY 25, 2012

B2B Buying Process Today © All rights reserved by Kenny Madden. In the business-to-business world, the quest to connect with decision-makers has been and most likely will continue to be the main challenge confronting B2B leaders. Where is the void in today’s fast and furious changing B2B landscape?

Buyer Personas 100

Buyer Personas B2B Allocation Peer-to-peer 100

Launch Marketing

AUGUST 28, 2019

When you think of “B2B” marketing, you naturally think “Business to Business,” not “Business to Customer.” But insufficient focus on the customer experience or customer marketing is a crucial mistake that many B2B companies inadvertently make. The Goal of Customer Marketing. Testimonials and Advocate Marketing.

B2B Marketing 79

B2B Marketing Top of Funnel Paid Search Agency B2B 79

Tony Zambito

JANUARY 29, 2017

In my article Rethinking Buyer Personas In An Era Of Digital Transformation , I presented four trends impacting the state of buyer persona development. Whereby, rethinking buyer persona development and insight gathering in a digital-centric world becomes a necessity. And, why it necessitates a rethinking.

Digital Transformation 100

Digital Transformation Buyer Personas Ideal Customer Profiles B2B Thought Leadership 100

Tony Zambito

OCTOBER 4, 2015

Various studies have shown buyers continue to find as much as 60-to-75% of content to be non-relevant. In one study, SiriusDecisions found 60-to-70% of B2B content produced goes unused. The problem faced by marketers is there continues to be a lack of understanding about why buyers truly make choices and decisions.

Direct Marketing 100

Direct Marketing Buyer Personas Allocation Ideal Customer Profiles 100

Tony Zambito

OCTOBER 18, 2015

Marketing since has turned to buyer profiling to do so. That is, profiling buyers, particularly B2B buyers, in much likeness to when strategic selling burst onto the business scene. Attempting to categorize every profiling data field possible related to the individual buyer or buyers.

Ideal Customer Profiles 100

Ideal Customer Profiles Profiling Buyer Personas Marketing Management 100

Tony Zambito

DECEMBER 13, 2015

There is a significant problem with this prevalent perspective that exists in the world of marketing and sales: humans, thus buyers, do not make decisions in near-perfect rational, systemic, and predictable ways. Steps, Stages, Phases, And Journeys. Casting rational information and facts, such as buying criteria, as buyer personas.

Buyer Personas 100

Buyer Personas Lead Ranking B2B Sales Research 100

Tony Zambito

NOVEMBER 8, 2015

Including experience mapping, journey mapping, ethnographic research, design thinking, and customer co-design. While in B2B marketplaces, these approaches may represent first-time efforts brought on by rapid changes in digital technologies and buying behaviors. Understanding Buyer Interactions Matter.

Buy 100

Buy Buyer Personas Acquisitions Correlation 100

Tony Zambito

FEBRUARY 10, 2012

Building A Tribe Of Buyers ©All Rights Reserved Kenny Madden. Many B2B Marketers today are faced with the daunting tasks of connecting with buyers in new ways and using new mediums that are still in infancy. The single buyer model is still the major face of the buyer in many B2B organizations.

Lead Ranking 100

Lead Ranking B2B Marketing Buyer Personas B2B 100

Tony Zambito

SEPTEMBER 19, 2016

This is true even with efforts being performed in buyer profiling and buyer personas. Where misinformation about buyer personas is rampant. And, buyer profiles and buyer personas are being tied to specific “campaigns” with emphasis on factual information.

Buyer Personas 0

Buyer Personas Planning Paid Search Agency Content 0

Tony Zambito

SEPTEMBER 27, 2015

In fact, the first large scaled buyer persona development initiative ever done was accompanied by detailed customer journey mapping in 2002. The idea of the consumer journey or buyer’s journey, as you can see, is not an entirely new concept. (For

Allocation 100

Allocation Buyer Personas CMO Press 100

Tony Zambito

OCTOBER 4, 2010

B2B market CEO’s must feel a little like the great explorer’s of our time.    Embracing buyer experience strategies and experience design in the B2B world is like discovering a new frontier.    The complexities presented by B2B markets and environments make this type of thinking all the more necessary. 

Buyer Personas 100

Buyer Personas Marketing Automation Services Buying Cycle Lead Ranking 100

Tony Zambito

NOVEMBER 22, 2015

Utilizing the first critical element of research and insights for persona creation, personas can help guide the organization towards a common shared focus on helping customers to achieve their goals. Organizations should strive to develop buyer personas , user personas, and customer personas.

Buyer Personas 100

Buyer Personas Lead Ranking Buy Research 100

Tony Zambito

NOVEMBER 2, 2016

Today’s companies, in consumer or business-to-business markets, are faced with varying degrees of vulnerabilities to innovative digital transformation. Both consumer and business-to-business expectations have risen considerably on both fronts in the past few years. Vulnerability Applies To All – So Does Opportunity.

Organization 100

Organization Enterprise Management Marketing Strategy Marketing & Strategy 100

Tony Zambito

JANUARY 24, 2016

Using user and buyer personas to help communicate a common view of customers to the organization. Such a guiding framework based on buyer research and a communications platform consisting of personas can help ensure the organization is working in concert towards helping customers to achieve their goals.

Planning 100

Planning Buyer Personas Paid Search Agency Marketing & Strategy 100

Tony Zambito

APRIL 6, 2012

Let’s take a look at the path towards creating buyer-based selling models that transform inside sales to unified communicators engaging the SMB buyer: Model the SMB Buyer Persona : researching and developing composite archetypes of various SMB business executives and owners can be a powerful tool for inside sales enablement.

SMB 100

SMB Buyer Personas Lead Ranking B2B Sales 100

Tony Zambito

APRIL 29, 2012

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. Buyer Scenario Modeling. Changing B2B with Predictive Buyer Modeling. One of the underpinnings of this idea is the use of buyer scenario modeling.

Lead Nurturing 100

Lead Nurturing Lead Ranking Leads Lead 100

Tony Zambito

MARCH 26, 2012

This is part 3 of a series on the challenge of targeting SMB markets and how the use of buyer-based modeling and buyer-based marketing help organizations to grow their SMB customer base. . Buyer Persona © All Rights Reserved Cristian Cardenas. How To Get To Know The New SMB Buyer (buyerology.com). Related articles.

SMB 100

SMB Enterprise Management Buyer Personas Marketing Management 100

Tony Zambito

FEBRUARY 5, 2017

In my previous article entitled Rethinking Buyer Personas In An Era Of Digital Transformation , I noted that digital interaction will matter more than content. 3 – Personas Are Not About Content. For someone like me, who has been involved with personas since their origins, this has been a source of disappointment.

Digital Transformation 50

Digital Transformation Buyer Personas Broadcasting Leads 50

Tony Zambito

MAY 20, 2012

This June marks ten years since the first buyer persona development methodology was pioneered and launched by the firm Goal Centric now called Buyerology. Over the past ten years it has been quite a journey. The adoption of research-based modeling of buyers that leads to buyer personas has been mixed.

Buyer Personas 100

Buyer Personas Lead Ranking Demand Generation Agencies Ideal Customer Profiles 100

The Marketing Blender

OCTOBER 7, 2021

Creating Success with Your B2B Branding Strategy. A B2B branding strategy begins by figuring out what your company stands for and the single most important value that you represent, as an organization, to the world. Nail this value down and capture it in your B2B Mission and Vision. Why does the sales cycle take so long for B2B?

Webinar Metrics 98

Webinar Metrics Brand Identity Branding Marketing & Strategy 98

Tony Zambito

MARCH 18, 2012

Predictive Buyer Modeling Is Changing the Future of B2B (buyerology.com). Revenue Growth by Choice and The Buyer Orbit (buyerology.com). 5 Ways New Buyer Behaviors Are Impacting B2B Sales (buyerology.com). 3 Ways To Connect With Today’s B2B Buyers (customerthink.com). Follow @tonyzambito.

SMB 100

SMB Enterprise Management SME Work Management 100

ClearVoice

APRIL 10, 2023

Looking down the barrel of a business-to-business (B2B) content marketing plan can be stressful. But when you get it right, B2B content marketing can have a huge impact on the success of your organization. Millennials make 73% of all B2B buying decisions. Especially in the world of B2B marketing, it seems it is!

Statistics 52

Statistics Top of Funnel B2B Thought Leadership B2B Marketing 52

Tony Zambito

MARCH 30, 2012

This is part 4 of a series on the challenge of targeting SMB markets and how the use of buyer-based modeling and buyer-based marketing help organizations to grow their SMB customer base. . © All Rights Reserved I-5 Design and Manufacturer.

SMB 100

SMB Advertising Channels Enterprise Management Work Management 100

Tony Zambito

OCTOBER 9, 2015

The annual Content Marketing Institute and MarketingProfs B2B Content Marketing Benchmark Study 2016 is quite startling. These mirror my own findings in conducting qualitative buyer persona research interviews directly with buyers the past two years. Buyer personas can be helpful in this manner.

Effectiveness 100

Effectiveness Buyer Personas Content Marketing Forrester 100

Markempa

AUGUST 12, 2021

Step #1: Step in your customers’ shoes to build a buyer journey map. Economic buyers evaluate you based on this, “how you sell me shows how you will serve me.” Empathy, Web & People: Improving The B2B Customer Experience. or “What’s the content you use to help take people to the next level?”.

Lead Nurturing 133

Lead Nurturing Buy Lead Ranking Sales Qualified Leads 133

Salesforce Marketing Cloud

MARCH 12, 2024

Create detailed buyer personas to better understand their needs, preferences, and behaviors. Although it can be tempting to simply focus on product pages and the content shoppers see right before they make a purchase, there are other parts of the buyer journey that require quality marketing content. Get our tips 4.

eCommerce 52

eCommerce Traffic Organization SEO 52