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. I spoke recently with a CMO from a high tech company and here was his perspective on this: “We recently spent a lot of time on developing a buyer’s journey view of our customers.

Intent 100

Intent Buyer Personas CMO Work Management 100

Tony Zambito

NOVEMBER 1, 2015

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. B2B CMOs can be caught in a maze of an organization faced with marketing complex solutions for complex problems. Strengthening The Common View Of Customers.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles B2B Marketing Paid Search Agency 100

LEADership

AUGUST 19, 2015

His perspectives on marketing for the digital economy are, however, thought-provoking even for B2B organizations. An organization has to break free from tradition and legacy in order to accelerate growth and drive change. Create a Culture of Hacking”—Operate As A Real-Time Marketing Organization. Click To Tweet.

CMO 40

CMO Advertising Agencies Work Management B2B Thought Leadership 40

markempa

MAY 23, 2005

Call for speakers: MarketingSherpa’s B2B Marketing Summit 5 dials to tune in your lead generation process Recent Comments Copyright This work is licensed under a Creative Commons License. It was clear that each executive had a completely different vision of lead generation and how to measure marketing peformance. What do you think?

CMO 120

CMO Lead Generation Marketing Budget BtoB 120

Adobe Experience Cloud Blog

OCTOBER 15, 2008

Available now on-demand , Michael discusses the following topics: The marketing organization of the future (slides 5-7). Marketing Automation KPI (spend on marketing applications software as a percent of total marketing investment): 1.9%. Register to watch the entire webinar on-demand now.

Forecasting 48

Forecasting Advertising Benchmark CMO Budget Programs 48

Tony Zambito

SEPTEMBER 27, 2015

The overarching fundamental flaw with this approach is consumer or buyer’s journey mapping may define what activities consumers and buyers may perform, what tasks organizations may need to perform, what questions customers want answers to, and how a consumer or buyer may do a specific activity – but – it cannot capture why.

Allocation 100

Allocation Buyer Personas CMO Press 100

Valasys

MARCH 30, 2020

According to a study by CMO , 71% of the companies that invested in account-based marketing reported their Return on Investment (ROI) is somewhat or significantly higher than traditional marketing methods. This boosts the economic front of the organizations.

Account Based Marketing 59

Account Based Marketing ABM B2B Sales B2B 59

Walker Sands

AUGUST 1, 2022

I worked for a trade organization for certified public accountants on their newspaper. When I was there, my editor moved to Direct Marketing News, which was owned by Haymarket at the time. When there was an open position there, she let me know, and I followed her, which was my first introduction to marketing.

Work Management 52

Work Management Marketing Management Media Paid Search Agency 52

chiefmartech

JULY 27, 2017

But if you like the content of my blog, and have ever found it helpful, I’d personally ask you to participate in this survey: Marketing Organizations in the Age of Martech. The thesis of this study is that marketing technology is reshaping the organization of the marketing department. Or some other structure?

Work Management 64

Work Management Aggregators Customer Surveys CMO 64

Tony Zambito

SEPTEMBER 6, 2016

If you are a CMO or a marketer and you find yourself having a sudden realization that perhaps you are not quite sure of the differences, you will be in a lot of good company. Which means CMOs and CSOs will need to be more discriminating about how they structure and organize their understanding of customers.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles Segmentation Profiling 100

Marketing Insider Group

JANUARY 29, 2013

Which metrics you chose to run your business and to report to your CEO is important because this will determine the size of your budget, the stability of your job and the influence your team will have on the strategy of the organization. Marketing Metrics Keep Marketing Accountable. The Real-Time Marketing Exchange.

ROMI 100

ROMI Paid Search Agency Ad Exchange Budget Programs 100

Biznology

SEPTEMBER 25, 2015

I had the chance recently to catch up with Martyn Etherington , a marketing leader I’ve long admired. Martyn had just left his post at Mitel, where he was CMO and Chief of Staff. You may remember Martyn from his instructive Diary of a CMO , published by Direct Marketing News in 2013.

B2B Marketing 80

B2B Marketing Work Management Marketing Management B2B 80

chiefmartech

NOVEMBER 30, 2017

The following is a guest post by Stella Goulet , CMO of Avanade. Working on a marketing contract recently made me realize how complicated GDPR can be. Marketers can’t afford to sit back; we need to understand the implications of the European Union’s General Data Protection Regulation (GDPR) and address them now.

Opt-out 69

Opt-out Planning Opt-in Marketing Automation Services 69

Tony Zambito

NOVEMBER 16, 2011

  Being in the business of buyer personas for over a decade now, I’ve seen organizations still have this thinking despite having personas right in front of them.    Buyers today are developing a sixth sense and becoming fairly astute at knowing the difference in how an organization is thinking. 

Fulfillment 100

Fulfillment Demand Generation Demand Trends 100

markempa

NOVEMBER 15, 2005

During the summit, senior marketing executives were challenged to improve the influence of marketing by building more efficient and accountable marketing organizations. I strongly recommend forging alliances with your CIO and CFO because they understand process and metrics way better than you do.

Lead Generation 120

Lead Generation Marketing Strategy Marketing & Strategy Webinar Metrics 120

Heinz Marketing

JULY 2, 2018

He’s the CMO, chief marketing officer of Demandbase. Matt: Peter Isaacson, the CMO of Demandbase, here. Today, a lot more organizations. We’ll be back with more with Peter Isaacson, CMO of Demandbase. A little more today with Peter Isaacson, CMO of Demandbase. Matt: Thank you, Paul.

Account Based Marketing 40

Account Based Marketing Peer-to-peer DemandBase Forrester 40

Directive Agency

APRIL 25, 2019

In today’s changing media landscape, it can be challenging for B2B marketers to keep up with cutting-edge opportunities and various technologies emerging daily. Keep up-to-date on the latest news, trends and recent developments in the vast world of B2B digital marketing. Why Should B2B Marketers Care? Alexandra Bruell.

B2B Marketing 101

B2B Marketing Trends Paid Search Agency Advertising Agencies 101

Content Standard

OCTOBER 2, 2017

Anyone who maintains a record of personal data must adhere to strict guidelines to mitigate risk of breaches—which includes data stores in CRMs, marketing automation systems, and so on. This means no more automatically-ticked boxes for opting in to marketing. Yes, US and APAC companies: You need to pay attention, too.

Planning 0

Planning Advertising Agencies Work Management Privacy Policies 0

Heinz Marketing

DECEMBER 11, 2017

Focused Team-Leader skilled in consistently delivering innovation, visibility, and sales for on- and off-line marketing and demand programs. Passion for conceptualizing and implementing marketing strategy, exceeding targeted projections, and leading teams for both B2B & B2C programs. What does it mean to be a sales-focused CMO?

Top of Funnel 43

Top of Funnel B2B Thought Leadership Lead Ranking Demand Generation Agencies 43

Tony Zambito

JANUARY 29, 2017

Per recent surveys by IBM, KPMG, and Gartner, you will find that more than half of CEOs surveyed believe their organizations will be significantly transformed by digital-centric globalization. For organizations to strive in such an environment, developing a robust multi-dimensional understanding of customers is becoming a strategic necessity.

Digital Transformation 100

Digital Transformation Buyer Personas Ideal Customer Profiles B2B Thought Leadership 100

Tony Zambito

NOVEMBER 22, 2015

Many organizations are undergoing digital transformations in order to improve customer interactions, engagement, and understanding. One of the central purposes of personas, archetypal representations of customers and their goal-directed behaviors, is to help enterprises develop a common view of customers. 3 – Customer Ecosystem.

Buyer Personas 100

Buyer Personas Lead Ranking Buy Research 100

Tony Zambito

DECEMBER 8, 2015

I am looking for marketing and sales leaders in business organizations who have thought about or implemented buyer persona development. On a positive note, I have worked with some amazing organizations this year. In the end, what we hope for is the continued evolution in how organizations can achieve deep customer understanding.

Buyer Personas 100

Buyer Personas Customer Surveys Ideal Customer Profiles Organic Leads 100

Tony Zambito

JANUARY 22, 2017

In this era of disruptive digital transformation, customer behaviors in B2B and B2C markets are radically changing. Making the need for organizations to understand customers a centerpiece of their growth strategies. And, buyer personas are sought to identify the roles to target for account-based marketing.

Buyer Personas 100

Buyer Personas Digital Transformation Enterprise Management Account Based Marketing 100

Tony Zambito

JANUARY 3, 2016

The journey, however, continues towards professionals and organizations gaining a true understanding of what buyer persona development entails. As mentioned previously, buyer personas are being slotted in the silos of campaigns, content marketing, and messaging. 80% of the respondents were from B2B organizations.

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 survey indicated a top challenge was getting the organization as a whole to value personas. Analysis by Yamini Ahluwalia.

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. Many organizations are still relying on a win/loss perspective when it comes to understanding buyers.

Buyer Personas 100

Buyer Personas B2B Paid Search Agency Ideal Customer Profiles 100

The ROI Guy

JUNE 22, 2010

In a recent article on the 10th anniversary of B2B magazine, marketing leaders were asked to look back on the past 10 years and reflect on the biggest changes in B2B marketing. The good news is that most organizations have invested heavily in white paper content that is of great value to most customers. This got me thinking.

Enterprise Management 40

Enterprise Management Buying Cycle Peer-to-peer Paper 40

Tony Zambito

FEBRUARY 28, 2016

For example, in one organization I helped recently, they perceived there were 7 stages for a generalized buyer’s journey of their target customers. In the case of the organization producing content to align to a perceived 7 stage buyer’s journey, it means a good portion of their content creations are going unused.

Buyer Personas 100

Buyer Personas B2B Content B2B Sales 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. They can help lay a foundation of how organizations and people will consider decisions. Steps, Stages, Phases, And Journeys.

Buyer Personas 100

Buyer Personas Lead Ranking B2B Sales Research 100

Tony Zambito

NOVEMBER 8, 2015

How new buyers and repeat customers are interacting with organizations today is putting many companies on the spot to adapt. Buyer interviews and on-site observations (ethnographic-based) can yield deeper insight into the why context and enable organizations to build empathy with buyers. Understanding Buyer Interactions Matter.

Buy 100

Buy Buyer Personas Acquisitions Correlation 100

Tony Zambito

SEPTEMBER 28, 2016

For instance, it can reveal when organizations are putting unnecessary hurdles in front of customers, which makes for a miserable experience. A drawback to an activity-based orientation is it does not reveal powerful motivators and goal-directed behaviors that are influencing how journeys are taken at any given time.

Buyer Personas 100

Buyer Personas Buyer's Journey Case Studies Buy 100

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. That is if organizations truly adopt the original intent and methods of buyer persona research. We have been down such a road many times before.

Buyer Personas 100

Buyer Personas Research B2B Correlation 100

Tony Zambito

OCTOBER 18, 2015

The concept of breaking down a potential market or industry into smaller target segments is a standard technique taught in business schools and used by many organizations. The understanding of not only the segments and organizations that buys but also the individual that buys. Or, did it?

Ideal Customer Profiles 100

Ideal Customer Profiles Profiling Buyer Personas Marketing Management 100

Tony Zambito

MARCH 6, 2016

Critical choices and decisions are influenced by interactions with others – both people and organizations. Thus, tunnel vision on this myth can cause B2B organizations to miss the larger story. Myth 4: Buyers receive and clearly understand existing marketing and sales messaging.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles B2B B2B Sales 100

Tony Zambito

JUNE 26, 2016

My recommendations for B2B CMOs is to view their target markets and audiences as communities. Whereby an audience is a community of people and organizations who share common, as well as, unique goals and yet may exhibit different behaviors when it comes to influencing, decision-making, and purchasing. Let us face it.

Buyer Personas 104

Buyer Personas Research B2B Fulfillment 104

Tony Zambito

JANUARY 24, 2016

Making use of relevant insights to help guide marketing planning. Using user and buyer personas to help communicate a common view of customers to the organization. Whereby the linkage of planning and initiatives to this greater purpose is evident to not only marketing but also to the enterprise.

Planning 100

Planning Buyer Personas Paid Search Agency Marketing & Strategy 100

Ambal's Amusings

AUGUST 27, 2010

going to do for me, what’s it going to take from me, and how will it impact IT’s value to the organization. Keeping a Closer Eye on Content ROI – CMO Council. Marketing and Sales Alignment – Marketo eBook (New!). The High-Tech Direct Marketing Handbook (Ebook).

Work Management 100

Work Management Marketing Management B2B Business 100