Tony Zambito

OCTOBER 18, 2015

It is where we first saw the distinctions given to the economic buyer, the technical buyer, and the user buyer. These combined perspective resulted in an emphasis on profiling the individual buyer. The jobs of product marketers were to market to customers the product lines of the organization. Or, did it?

Ideal Customer Profiles 100

Ideal Customer Profiles Profiling Buyer Personas Marketing Management 100

Tony Zambito

MARCH 6, 2016

There is a big problem when it comes to B2B customer research. According to various studies over the years (by credible institutions such as Harvard) regarding market and customer research, approximately 80% or better of B2B customer research is conducted to reinforce current assumptions about customers.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles B2B B2B Sales 100

Tony Zambito

JANUARY 29, 2017

Strikingly, in these same few years, you will also find developing customer understanding also on the list of CEO priorities. What becomes clear considering these surveys is that many CEOs see growth resulting from a strong understanding of customers. This applies to buyer persona development today.

Digital Transformation 100

Digital Transformation Buyer Personas Ideal Customer Profiles B2B Thought Leadership 100

Tony Zambito

JULY 17, 2016

Understanding the difference between intent-driven and goal-driven behaviors allows for deeper levels of understanding buyers (customers). 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.

Intent 100

Intent Buyer Personas CMO Work Management 100

Tony Zambito

OCTOBER 4, 2015

The problem faced by marketers is there continues to be a lack of understanding about why buyers truly make choices and decisions. Marketing and sales still rely on market segmentation and buyer profiling as it has for the last twenty-five plus years. Trying To Connect On An Impersonal “Business-Speak” Level Does Not Work.

Direct Marketing 100

Direct Marketing Buyer Personas Allocation Ideal Customer Profiles 100

Tony Zambito

SEPTEMBER 19, 2016

Resulting in an ever increasing avalanche of content overflowing the cups of potential buyers. This is especially true for companies organized by product lines with overlapping customer segments. The same potential buyers can be subjected to confusing multiple streams of “campaign” content.

Buyer Personas 0

Buyer Personas Planning Paid Search Agency Content 0

Tony Zambito

JANUARY 25, 2012

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. platforms are increasing B2B visibility like never before, connecting with buyers and decision-makers is becoming increasingly elusive.

Buyer Personas 100

Buyer Personas B2B Allocation Peer-to-peer 100

Tony Zambito

FEBRUARY 5, 2017

In the past five years, the often-unquestioned hymnal has been that to succeed in today’s digital world, businesses must produce content. But, produce massive amounts of it to get in front of customers. Giving customers the ability to download content is not in of itself interaction or a digital experience. Why An Illusion.

Digital Transformation 50

Digital Transformation Buyer Personas Broadcasting Leads 50

Tony Zambito

FEBRUARY 10, 2012

Evidence suggests that this singular picture of the buyer is cracking like an old oil painting found in an attic: It made sense for many years. After all we are talking about the buyer and that is the focus of marketing and sales. On the surface, the profiling of a buyer target seems like an easy fix.

Lead Ranking 100

Lead Ranking B2B Marketing Buyer Personas B2B 100

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

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. Which is, marketers and sellers are lacking in the right kind of buyer understanding.

Effectiveness 100

Effectiveness Buyer Personas Content Marketing Forrester 100

Single Grain

JULY 8, 2021

This marketing tactic is simply a way to find and connect with the right people at the right time to grow your customer pool. Businesses often find themselves wasting their resources trying to determine lead quality with in-house filtering procedures that take forever to deliver results. What Is a Demand Generation Strategy?

High Quality Lead 145

High Quality Lead Demand Generation Agencies Demand Generation Sales Qualified Leads 145