Tony Zambito

MARCH 12, 2017

B2B companies are faced with the most transformative era in business history. On a greater scale than that of the first Industrial Revolution over a century ago, we are witnessing a technological and digital revolution that will disrupt business-to-business profoundly in the next 10 years.

Buyer Personas 251

Buyer Personas B2B Digital Transformation B2B Sales 251

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

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

MARCH 6, 2017

It is troubling to see in the world of buyer personas, for instance, many mistakenly created buyer personas representative of buyer intelligence rooted in the past. As opposed to being representative of true insights into the new era of business evolving today.

Digital Transformation 253

Digital Transformation Buyer Personas Lead Ranking B2B 253

Tony Zambito

MARCH 6, 2016

In my years since launching Buyer Persona Research , the most successful companies utilizing buyer personas have made it about the latter – not the former. That is, making their buyer personas about customer research and not confirming existing buyer profiling assumptions.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles B2B B2B Sales 100

Tony Zambito

SEPTEMBER 27, 2015

When the concept of customer experience burst onto the business world in the late ‘90’s, a natural extension became customer journey mapping. In fact, the first large scaled buyer persona development initiative ever done was accompanied by detailed customer journey mapping in 2002. Some are heeding to this call.

Allocation 100

Allocation Buyer Personas CMO Press 100

Tony Zambito

MAY 23, 2017

These critical forces are tethered to understanding behavioral choices and decisions in three ways: Understanding Choices and Decisions Drivers – buyer insights in today’s digital age should be centered on understanding the behavioral aspects of understanding the multiple choices buyers make and how they impact buyer decisions.

B2B Marketing 227

B2B Marketing Planning Buyer Personas B2B 227

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

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.

Account Based Marketing 211

Account Based Marketing ABM Digital Transformation Paid Search Agency 211

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

OCTOBER 18, 2015

Buyer personas are an extension of this concept regarding how to understand buyers in this humanizing context. When I first created the process, as well as, use of buyer personas in 2001-2002 after my stint with Cooper, I saw a potential far beyond buyer profiling.

Ideal Customer Profiles 100

Ideal Customer Profiles Profiling Buyer Personas Marketing Management 100

Tony Zambito

DECEMBER 13, 2015

Buyer research intended for buyer personas specifically is designed to help organizations develop deep customer understanding at the underlying layer – the deeper second layer of behaviors and influence. Unfortunately, due to the rise in popularity, the term buyer persona is being used incorrectly to represent the first layer.

Buyer Personas 100

Buyer Personas Lead Ranking B2B Sales Research 100

Tony Zambito

OCTOBER 4, 2015

As simple as the word goal is, there is much misunderstanding about goals and goal-directed behaviors. (With regards to buyer personas, I have seen the word goal used more commonly but superficially in nature.). What also matters is understanding the right goals. Goal-Directed Marketing™ Connects On A Personal Level.

Direct Marketing 100

Direct Marketing Buyer Personas Allocation Ideal Customer Profiles 100

Tony Zambito

FEBRUARY 28, 2016

And, let’s not forget that B2B companies believe they may have 3-4 unique buyer personas. Some analyst firms propagate this view, calling it adaptable or aligned content to the buyer’s journey. Buyers Frame Their Issue Through Scenarios – Not Journeys. Vice President, Supply Chain Management.

Buyer Personas 100

Buyer Personas B2B Content B2B Sales 100

Tony Zambito

NOVEMBER 8, 2015

Taking this further, the one buyer, one end goal, one path, and one scenario framework is an important principle towards making such exercises insightful and actionable. Far too often, experience and journey maps wind up as very complicated and complex maps. Senior Director, IT Infrastructure. (A A brief word on formats and layouts.

Buy 100

Buy Buyer Personas Acquisitions Correlation 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

CMOs can incorporate a guiding framework sound in qualitative research to reach the deepest level of customer understanding possible. Using user and buyer personas to help communicate a common view of customers to the organization. Making use of relevant insights to help guide marketing planning.

Planning 100

Planning Buyer Personas Paid Search Agency Marketing & Strategy 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

MARCH 18, 2012

This is part 1 of a series on the challenge of targeting SMB markets and how the use of target buyer modeling and buyer-based marketing help organizations to grow their SMB customer base. . Do Your Research Before You Pick Up The Phone © All Rights Reserved Kenny Madden.

SMB 100

SMB Enterprise Management SME Work Management 100

The Marketing Blender

OCTOBER 7, 2021

Business-to-Business and Business-to-Consumer Are Worlds Apart. In the business-to-business (B2B) model, a company sells its products or services to other organizations rather than to end users or consumers. Business-to-Business Purchases Are Usually Slow and Deliberate. Recent Posts.

Webinar Metrics 98

Webinar Metrics Brand Identity Branding Marketing & Strategy 98

Tony Zambito

OCTOBER 9, 2015

These mirror my own findings in conducting qualitative buyer persona research interviews directly with buyers the past two years. In one such buyer interview, an executive handed me a folder, rubberbanded. It is a simple yet profound premise of helping buyers to achieve their goals leads to effectiveness and results.

Effectiveness 100

Effectiveness Buyer Personas Content Marketing Forrester 100

Tony Zambito

FEBRUARY 16, 2012

This is part 1 of a limited series on why buyer choice modeling is the new view B2B Business must adopt to improve revenue performance and develop long lasting relationships with buyers. . IT Buying Process © All rights reserved by Kenny Madden.

Top of Funnel 100

Top of Funnel Lead Ranking B2B Sales Marketing Funnels 100