Tony Zambito

NOVEMBER 1, 2015

In this same survey mentioned above, it was found 50% or more of marketers surveyed have not engaged in researching and creating buyer personas for their marketing efforts. One of the key premises of user personas and buyer personas, since their origins, are they can foster a common view of customers within organizations.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles B2B Marketing Paid Search Agency 100

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

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. With wide variances in how people and organizations go about buying.

Marketing AI 174

Marketing AI Buyer Personas Top of Funnel Digital Marketing Funnels 174

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

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

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

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

DECEMBER 13, 2015

People, as buyers, do not always make decisions in rational and literal ways. Nobel-prize winning research in the fields of psychology and sociology have proven people, and buyers within organizations, are not fully rational when it comes to decision-making. Content Deluge Is Counter-Productive.

Buyer Personas 100

Buyer Personas Lead Ranking B2B Sales Research 100

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

Goals Matter To Buyers. It has been predominantly found, through decades of organizational and psychological research, that people make decisions relative to their goals and goal-directed behaviors. In essence, buyer goals matter greatly and failing to connect on buyer goals results in the statistics mentioned above.

Direct Marketing 100

Direct Marketing Buyer Personas Allocation Ideal Customer Profiles 100

Tony Zambito

OCTOBER 18, 2015

And, began the era of marketing fulfilling the role of going beyond just brand advertising, but also building awareness and enabling buyers to research solutions. Marketing now had a responsibility to know more about buyers and customers in a way that was beyond just advertising.

Ideal Customer Profiles 100

Ideal Customer Profiles Profiling Buyer Personas Marketing Management 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

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

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

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

NOVEMBER 8, 2015

In order to learn how to create distinctive buying experiences, businesses are embracing new means and approaches. Including experience mapping, journey mapping, ethnographic research, design thinking, and customer co-design. Far too often, experience and journey maps wind up as very complicated and complex maps.

Buy 100

Buy Buyer Personas Acquisitions Correlation 100

Tony Zambito

NOVEMBER 22, 2015

Here are seven elements CEOs and their teams must develop in order to make informed decisions to achieve growth: 1 – Research, Analytics, And Insights. Companies today will need to develop an integrated view of customer research. Organizations should strive to develop buyer personas , user personas, and customer personas.

Buyer Personas 100

Buyer Personas Lead Ranking Buy Research 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.

Allocation 100

Allocation Buyer Personas CMO Press 100

Outreach

FEBRUARY 26, 2019

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. What is B2B Sales?

Top of Funnel 71

Top of Funnel B2B Sales Process B2B 71

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

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 10, 2012

These disadvantages are overshadowing the higher-cost and dangers of the single buyer model used in ways where missteps are being made in overall buyer strategy. The tools of the single buyer model are no longer effective. Continuing a narrow focus on the single buyer model is a dangerous path for B2B Marketing.

Lead Ranking 100

Lead Ranking B2B Marketing Buyer Personas B2B 100

Tony Zambito

APRIL 6, 2012

Far too often, who the SMB buyer is and understanding how and why they make purchasing decisions gets lost in the shuffle of statistics on number of dials, connections, and product pitches. In a few of my qualitative research efforts, I’ve sat with frontline inside sales reps for a few hours.

SMB 100

SMB Buyer Personas Lead Ranking B2B Sales 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

OCTOBER 4, 2010

There are four broad elements that lend itself to an integrated view of the Buyer Experience Ecosystem: Relationship : In the broader context, B2B offers the most complex network of relationships.  " Engagement : Understanding buyer engagement pitfalls as well as opportunities is like playing a game of chess. 

Buyer Personas 100

Buyer Personas Marketing Automation Services Buying Cycle Lead Ranking 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. In terms of lead nurturing; perhaps one of the most significant efforts an organization can make today is in the area of buyer scenario modeling.

Lead Nurturing 100

Lead Nurturing Lead Ranking Leads Lead 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 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.

SMB 100

SMB Enterprise Management Buyer Personas Marketing Management 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

MARCH 18, 2012

Do Your Research Before You Pick Up The Phone © All Rights Reserved Kenny Madden. 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. .

SMB 100

SMB Enterprise Management SME Work Management 100

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

Salesforce Marketing Cloud

MARCH 12, 2024

This includes conducting keyword research, optimizing product descriptions and meta tags, improving website speed and performance, building high-quality backlinks, and more. That’s why many businesses take a competitive approach to ecommerce SEO, targeting specific keywords and attempting to outrank similar companies in the same industry.

eCommerce 52

eCommerce Traffic Organization SEO 52

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. Final Thoughts.

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. I have seen it in my own qualitative buyer research.

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.” The buying journey – markempa. Step #4: Keep Walking the Journey. 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

Tony Zambito

MARCH 21, 2012

While vertical segmentation is of significant help, what is paramount is knowledge of how these sub-markets and buyers within behave. What are steps that executives can take to understand the new SMB buyer? Buyer Research : This has to be a clear mission.

SMB 100

SMB Lead Ranking Top of Funnel Buyer Personas 100

Tony Zambito

MARCH 9, 2012

There will be a rise in the use of buyer modeling techniques as well as integrating the use of buyer intelligence, predictive analytics, and the illuminating aspects of predictive buyer modeling. Reorient From Business Marketing Teams to Buyer Driven Marketing Teams.

Top of Funnel 100

Top of Funnel Lead Ranking Business Buyer Personas 100