Tony Zambito

DECEMBER 8, 2015

We are seeing continued growth in the adoption of buyer personas as a means for understanding buyers and customers. At the same time, the growth is fraught with the perils of buyer personas being misunderstood, mislabeled, and serving as a cover for basic buyer profiling. This is where I need your help.

Buyer Personas 100

Buyer Personas Customer Surveys Ideal Customer Profiles Organic Leads 100

Tony Zambito

APRIL 17, 2016

Whereby organizations have struggled to break the 39% ceiling, in several surveys completed by CMI (Content Marketing Institute) the past few years, claiming their content marketing efforts have been somewhat to very effective. Bringing organizations, no closer to customers or buyers than when they first began technology implementation.

Buyer Personas 100

Buyer Personas Research Personalization Marketing Budget 100

The Marketing Blender

MARCH 2, 2022

What is the fractional CMO scope of work? For a fractional CMO, scope of work is usually determined by a few different factors, including: The budget you have assigned to spend on marketing. Since there can be a great deal of variation, let’s begin with what a scope of work for your fractional CMO could include. Our Services.

CMO 98

CMO Marketing Budget Creation Marketing Budget Work Management 98

Tony Zambito

JANUARY 22, 2017

Making the need for organizations to understand customers a centerpiece of their growth strategies. One means for the last sixteen years to understand customers and buyers have been the use of buyer persona development. It is time to rethink buyer persona development in this new era of digital disruption.

Buyer Personas 100

Buyer Personas Digital Transformation Enterprise Management Account Based Marketing 100

ANNUITAS

AUGUST 30, 2018

It’s been a while since you’ve heard from the ANNUITAS blog– and we’re very pleased to be back – but we’ve spent the last year creating a lot of new content centered on helping our customers find the answer to a very specific question: What type of CMO do you have? Lack of Trust in the CMO. Two Types of CMO.

CMO 197

CMO Demand Generation Agencies Demand Generation Top of Funnel 197

Tony Zambito

JUNE 5, 2016

Applying models, diagrams, processes, mapping, journeys, and the like to, as one Vice President of Marketing put it to me, “make customer experience happen” in their organization. Large cross-functional teams, intricate process maps, grand strategy proclamations, and foot-stomping declarations of the organization now being customer-focused.

Buyer Personas 100

Buyer Personas Research B2B Correlation 100

ClearVoice

APRIL 11, 2019

A B2B buyer persona represents your ideal client decision-maker. When developing your buyer persona, address all the issues and aspects that may have an impact on how, when, and why the person will buy. Personas are marketing code for “knowing your audience.” Personas are marketing code for “knowing your audience.”

Buyer Personas 75

Buyer Personas Template Enterprise Management Work Management 75

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

Tony Zambito

DECEMBER 20, 2015

A recent survey conducted by Cintell*, entitled 2016 Benchmark Study On Understanding B2B Buyers , indicates that high performing organizations utilized qualitative research for their buyer personas. The study focused entirely on the use of buyer personas for understanding B2B buyers.

Buyer Personas 100

Buyer Personas Research Studies Demand Generation Agencies 100

Tony Zambito

OCTOBER 26, 2015

These two are: CEOs and CMOs have a growing concern about the relevancy of their products and services in the digital economy. CEOs and their organizations are finding it hard to keep pace with new digital technologies. Redefining The Meaning Of Buyer Understanding.

Buyer Personas 100

Buyer Personas B2B Paid Search Agency Ideal Customer Profiles 100

Tony Zambito

JUNE 26, 2016

For example, some content marketing pundits believe you should separate out audience personas. Because these are different, in theory, from your buyer personas. I believe this approach may only exacerbate the compartmentalization based on the faulty premise of making personas about the “who”. Focus on Customer Scenarios.

Buyer Personas 104

Buyer Personas Research B2B Fulfillment 104

Cintell

FEBRUARY 9, 2016

If you haven’t read the Understanding B2B Buyers 2016 Benchmark Study, you may not know that companies who exceed revenue and lead goals are more effective at creating, using, and consistently maintaining personas than those who miss their targets. (Or But getting to a state of persona nirvana is easier said than done.

Buyer Personas 100

Buyer Personas Paid Search Agency Demand Generation Agencies Optimization 100

Tony Zambito

MAY 4, 2011

Buyer Persona Development and the qualitative research methodology applied to creating buyer personas have proven to be an effective means for B2B organizations to reach a deeper understanding of their buyers.    Buyer persona development methodology is at its core a research methodology. 

Buyer Personas 100

Buyer Personas Research Ideal Customer Profiles Demand Generation Agencies 100

Content Standard

FEBRUARY 15, 2019

Marketers develop buyer personas to better understand the brand’s audience intimately, and then build a content strategy around the information needs of those personas. Developing Buyer Personas Based on Audience Insights. What’s the first thing we all say about the best content strategies?

Buyer Personas 67

Buyer Personas Branding Brand Identity Work Management 67

Tony Zambito

OCTOBER 12, 2020

This transformative upending in B2B commerce has led to both buyers and B2B organizations viewing customer experience as a more important factor than product and price. Many customer experience efforts by B2B organizations have content marketing as a cornerstone for such initiatives. Perhaps even more.

Buyer Personas 310

Buyer Personas B2B Amazon Fulfillment 310

Marketing Insider Group

NOVEMBER 9, 2020

And we have found that most small to midsize organizations can do all that and more by focusing on content marketing. The pandemic’s impact on marketing budgets continues to play out, but The CMO Survey , published in June 2020, shows a decrease in spending across the board. Image: CMO Survey. Image: CMO Spend Survey.

Marketing Budget 292

Marketing Budget Paid Content Budget Programs Marketing Budget Creation 292

Pearl Digital Marketing

SEPTEMBER 13, 2019

These for-hire experts include fractional chief marketing officers (CMOs), chief financial officers (CFOs), vice-presidents for human resources, and chief information officers (CIOs). What is a fractional CMO? A chief marketing officer (CMO) is not only a marketing manager but is also the leader of all marketing-related elements.

CMO 75

CMO Enterprise Management Work Management Marketing Management 75

Tony Zambito

MAY 19, 2021

This new reality will put added pressure on CMOs and CSOs to coordinate strategies impacting the development of digital buying experiences. It is the type of development B2B organizations will have to attain deep buyer insights about if they hope to accelerate their revenue growth. At least have a chance to.

Differentiation 244

Differentiation Top of Funnel Buy Buyer Personas 244

Tony Zambito

MARCH 12, 2017

Just as well, the realization also has materialized that what has worked in the past, is not working today when it comes to understanding buyers. B2B companies are struggling to make gaining buyer insights more than the gathering of analytics, buyer intelligence, sales intelligence, and buyer personas couched in factual data.

Buyer Personas 251

Buyer Personas B2B Digital Transformation B2B Sales 251

Tony Zambito

JULY 17, 2016

People and professionals in organizations can have different intentions while working towards the accomplishment of organizational, as well as, individual goals. Understanding the difference between intent-driven and goal-driven behaviors allows for deeper levels of understanding buyers (customers). Transformation by Yu Luck.

Intent 100

Intent Buyer Personas CMO Work Management 100

Zoominfo

OCTOBER 5, 2021

Because B2B organizations often mistake go-to-market strategies as being a new launch. This undermines the extensive use cases sound GTM motions provide organizations for ongoing, sustained success. Case in point: 40% of CMO Council members agree that improving GTM processes are top priority.

Enterprise Management 147

Enterprise Management Ideal Customer Profiles Marketing Analytics Tools Work Management 147

Marketri

DECEMBER 11, 2023

In many organizations, the CMO or Fractional CMO charts the strategic course, while digital marketers harness technology to amplify campaigns and monitor progress, ensuring the company’s trajectory aligns with its aspirations. → Keep Reading For more of our thinking on fractional CMOs: What is a B2B Fractional CMO?

Planning 62

Planning B2B Thought Leadership CMO Ethics 62

Tony Zambito

JUNE 6, 2017

While organizations may have decreed that the purpose for all this data crunching is for customer-centricity, something else may be happening unintentionally. An outcome of insularity is organizations can develop an over-reliance on quantitative data in all aspects of a business. Insular We Have Become. Stories From The Best Source.

Marketing AI 214

Marketing AI Paid Search Agency Buyer Personas Companies 214

Engagio

NOVEMBER 1, 2018

I asked her, “If you’re a Sales leader, what can you say to your CMO to get aligned?” What are the actual things that you can actually say to your CMO, your Chief Marketing Officer to get on the same page? The post What Do You Say To Your CMO To Get Aligned? Here’s Trish: ( view the video on YouTube ).

CMO 48

CMO Demand Generation Cross-Selling Account Based Marketing 48

Tony Zambito

NOVEMBER 2, 2016

Digital disruption means organizations must stay alert to how an existing market strategy may have to undergo reinvention. In essence, developing a periscope capability to understand how markets will be affected and what opportunities present themselves to their organization. Change can happen in just a few short years.

Organization 100

Organization Enterprise Management Marketing & Strategy Marketing Strategy 100

Tony Zambito

JUNE 16, 2020

Many non-consumer facing organizations are finding that large-scale “work from home” can work. In fact, organizations are finding increases in productivity. The five-to-ten-year plans put in place by B2B organizations to achieve digital transformation has now been shortened to months and within two years.

Digital Transformation 162

Digital Transformation Buyer Personas Business Work Management 162

KoMarketing Associates

DECEMBER 5, 2017

Samantha Stone , Author, Founder & CMO, The Marketing Advisory Network. Improving personalization through the refinement of buyer personas and customer journeys. Data was mentioned several times by our experts as something they want to focus on in the coming year. Elena Britton , Head of US Marketing, Indusa.

Marketing Budget Creation 439

Marketing Budget Creation Marketing Budget Budget Programs Marketing AI 439

Tony Zambito

OCTOBER 26, 2020

This was quickly followed by other large organizations. An outcome is buyers and buying teams are scattered. To reset their buyer strategy for post-pandemic revival, leaders can take four actionable steps: Do buyer research to learn how buyer goals have changed. Refresh buyer personas and buyer journey mappings.

Marketing & Strategy 245

Marketing & Strategy Buyer Personas B2B Sales Interactive Marketing 245

Tony Zambito

MARCH 6, 2017

A new era of business will develop in the next 10 years that will fundamentally change how organizations work, conduct business transactions, and establish relationships. 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.

Digital Transformation 253

Digital Transformation Buyer Personas Lead Ranking B2B 253

Tony Zambito

OCTOBER 22, 2020

The essential 5-stages to BxD are: Stage 1: Conduct Buyer Research – gain insights into buyers via qualitative buyer interviews. Stage 2: Create Buyer Personas – create archetypes of buyers that translates buyer research into defined buyer goals and insights. Buyer Interaction Design?

Design 226

Design Buyer Personas B2B Sales Interactive Marketing 226

Hubspot

MARCH 10, 2015

When speaking with sales and marketing organizations across North America, I share that the most important question a business can answer is, “ Who do we want to be a hero to ?”. Your buyer personas should be among the most worn out documents in your sales and marketing arsenal. As the saying goes, seek and you will find.

Buyer Personas 28

Buyer Personas Sales Cycle Lead Ranking Lead Scoring 28

Binary Demand

MARCH 11, 2024

Failure to precisely target your buyer persona can result in marketing efforts that resonate with no one. While some companies focus on meeting the needs of individual shoppers, others navigate the complex realm of serving companies and organizations. The core responsibilities of the CMO have fundamentally shifted.

Marketing AI 52

Marketing AI B2B Marketing B2B Lead Ranking 52

ANNUITAS

OCTOBER 27, 2015

I always leave conferences exhausted, yet energized and full of ideas, freshly inspired and ready to make a difference in my organization. This year’s event still has me thinking, especially about how we communicate with our buyers and what we need to do to make our communications more relevant. But do it well.

Buyer Personas 100

Buyer Personas B2B Press Public Relations 100

Binary Demand

MARCH 11, 2024

Failure to precisely target your buyer persona can result in marketing efforts that resonate with no one. While some companies focus on meeting the needs of individual shoppers, others navigate the complex realm of serving companies and organizations. The core responsibilities of the CMO have fundamentally shifted.

Marketing AI 52

Marketing AI B2B Marketing B2B Lead Ranking 52

Marketing Insider Group

AUGUST 7, 2015

Buyer Personas Represent Goal-Directed Motivations. At the core of buyer persona development is the use of a goal-directed research and modeling methodology designed to move beyond just understanding the process of decision-making. Personas, in general, originate from the concept of understanding goal-directed behaviors.

Buy 100

Buy Buyer Personas B2B Digital Marketing Funnels 100

Marketing Insider Group

NOVEMBER 23, 2023

I’ve put together a list of some of the most important content marketing questions marketers at all levels — from CMO to SEO intern — have today. With SEO and social media marketing, you can direct organic (and qualified) traffic to your brand’s website’s blogs or to other content. When did content marketing start?

Content Marketing 221

Content Marketing Work Management Paid Search Agency Marketing Management 221

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. This is where consumer personas and buyer personas can be helpful.

Allocation 100

Allocation Buyer Personas CMO Press 100