Tony Zambito

APRIL 17, 2011

One of the major outcomes of the recent advances in the social age is the resurgence of contextually-based persona development and its’ role in helping to inform as well as shape strategy.  The first definition points to reaching an understanding of the behavioral framework that surrounds the new social buyer persona. 

Buyer Personas 100

Buyer Personas Buying Cycle Buyer's Journey Demand Generation Agencies 100

Tony Zambito

SEPTEMBER 27, 2011

In my recent article, Buyerology: The New Science of Understanding Buyer Behavior , I introduced the concept of Buyerology and the need for a renewed focus on understanding buyer behavior in the Social Age.    Just as social media fatigue may be setting in, I am beginning to see signs of content fatigue also. 

Peer-to-peer 100

Peer-to-peer Loyalty Correlation Pricing 100

Tony Zambito

JULY 10, 2011

.  In part 2, I would like to offer perspectives on why the practice and process of buyer personas, as we’ve known them for the past decade, must undergo significant change to be relevant in the social age.    In today’s social age, this is no longer true.  The Connected Buyer.

Buyer Personas 100

Buyer Personas Top of Funnel Peer-to-peer Marketing Funnels 100

Tony Zambito

MAY 13, 2011

  All those who have clamored about social media and social technology dominance, hold on to your seats.    Facebook, LinkedIn, Twitter, Blogs, and other social media ranked near the bottom.    The report questions the perception versus the reality about social media.

Buyer Personas 100

Buyer Personas WOM B2B Paid Search Agency 100

Tony Zambito

NOVEMBER 1, 2011

  Compounding perceived risks is the increase in choices as mentioned in my previous article as well as new social channels to explore.  These two general areas of perceived risks are not necessarily new however the degree of impact has expanded significantly as a result of the convergence of the Internet and Social Technologies.

Purchase 100

Purchase Correlation Barriers Sales Qualified Leads 100

Tony Zambito

APRIL 24, 2008

If you think about one of your most recent household purchases, such as a car, grill, or even a lawn mower, it is a safe bet you found yourself on the Internet. Remember, just a short few years ago, when we were first able to use the Internet for so called "research."

Peer-to-peer 100

Peer-to-peer Trends Buyer Personas Social Media 100

Tony Zambito

MAY 12, 2011

  B2B organizations will begin to assign and delegate buying to “professional buyers” skilled in using Internet and social technologies and who are skilled in the process of executing a self-directed buying cycle.    Buyer Persona Development can be a process and means for B2B Sales to reinvent itself. 

Buyer Personas 100

Buyer Personas B2B Sales B2B Buying Cycle 100

Tony Zambito

APRIL 12, 2010

The impact of Social Business is proving to be a seminal period in our history.    As the Internet changed our very means of how we view information, social media technology and social media channels are changing our views of customer relationships and conversations. 

Buyer Personas 100

Buyer Personas Business Social Media Lead Ranking 100

Tony Zambito

SEPTEMBER 15, 2010

Executives today, to achieve revenue growth strategies, will need to think radically different than at any time since the 80’s and 90’s when technology and the Internet altered the landscape.  Buyer experience is designed for the digital and social age. Image via Wikipedia. Principle 1: Senior executives lead.

Marketing Management 100

Marketing Management Buyer Personas Marketing Automation Services Loyalty 100

Tony Zambito

NOVEMBER 1, 2010

  The recent advances in technologies related to the Internet, interactive digital media, and social media represent the coalescing “tipping point” that is shifting buyers to have expectations for improved experiential opportunities that have not existed before. 

Design 100

Design Buyer Personas B2B Thought Leadership Lead Ranking 100

Tony Zambito

OCTOBER 3, 2011

  The convergence of the Internet and the Social Age is resulting in new as well as evolving values that we may not fully understand at the moment.    You will also note that 24 hour turnaround is prioritized highly and this can include the use of social networks. 

High Quality Lead 100

High Quality Lead Differentiation Social Networks Paid Search Agency 100

Tony Zambito

JULY 18, 2011

.  In part 1 of this reflection on the future of buyer personas, I focused on some of the misconceptions about buyer personas and in part 2 , I offered perspectives on why changes were needed to be relevant to the social age.    At the same time, offer perspectives on the future of buyer personas in the social age.

Buyer Personas 100

Buyer Personas Lead Ranking Ideal Customer Profiles Opt-out 100

Tony Zambito

NOVEMBER 16, 2011

The conventional as well as social buyers of today can be said to be on a quest to have their demands fulfilled.    Demand being, for the purpose of this article, the catchall phrase to represent a buyer’s desire to have their goals realized, challenges met, problems solved, and concerns alleviated.  Related articles.

Fulfillment 100

Fulfillment Demand Generation Demand Trends 100

Tony Zambito

JANUARY 25, 2012

While today’s continuing convergence of the Internet, social technologies, and Enterprise 2.0 How do we understand and distinguish the buying behaviors of emerging social buyers and traditional buyers? Meeting this challenge successfully is the essential lifeblood of survival for many B2B companies.

Buyer Personas 100

Buyer Personas B2B Allocation Peer-to-peer 100

Tony Zambito

NOVEMBER 28, 2011

  The convergence of the Internet and Social Interactions has produced a movement towards flattening models of decision-making.    While technologies characteristic of social business and Enterprise 2.0 Decision-making in business is undergoing its most significant changes in modern business history. 

Buyer's Journey 100

Buyer's Journey Trends Elasticity Fulfillment 100

Tony Zambito

MARCH 24, 2010

.   What Intel teaches B2B Marketing is that to stay ahead in your market, you must do as Ken prescribes: “truly understand customers and adapt to fast-changing markets.”   While the Internet air waves are filled with many how-to prescriptions on social media marketing, content marketing, sales enablement, and etc.

Buyer Personas 100

Buyer Personas Marketing Strategy Marketing & Strategy B2B Marketing 100

Tony Zambito

MARCH 30, 2011

  This all changed when the Internet came along.     The world of social networking and advances in B2C experiences has caused consumer sentiments to overlap into business sentiments now.    This seemed to work – merrily in fact for many companies. 

Peer-to-peer 100

Peer-to-peer Buyer Personas Demand Generation Agencies Demand Generation 100

Tony Zambito

FEBRUARY 10, 2012

The single buyer model had worked well right up to the advent of the Internet and email. In this new age of social and newly emerging forms of networks – it is no longer an easy fix. New technologies, social and Enterprise 2.0 How Did We Get Here? 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

MARCH 7, 2010

  Since many may be byproducts of MBA programs pre-Internet era means this will be a tough one to accept with ease.   As we have seen with social media, some buyers want permanent open access to gateways.   A case in point: one CEO we worked with had prevented for several years exposure to R&D results.

Transparency 100

Transparency Buyer Personas Correlation Deliverability 100

Tony Zambito

NOVEMBER 21, 2011

  This is doubly so as we enter a new world order of business models altered significantly by the convergence of the Internet and the Social Age.    The traditional views of how business is conducted and the buyer-seller relationship operating in a vacuum are running out of steam. 

Trends 100

Trends Buyer Personas Fulfillment Demand Generation Agencies 100

Tony Zambito

FEBRUARY 22, 2012

The floodgates have opened on channels, social media, old media, the Internet, and countless other ways to interact, explore, retrieve, and digest information in this new era of the buyer. Simply stated, buyers are making multiple choices prior to as well as well after buying decisions. Why It Is Important to Understand Buyer Choice.

Top of Funnel 100

Top of Funnel B2B Sales Marketing Funnels Wikipedia 100

Tony Zambito

FEBRUARY 16, 2012

As the modern era rages on with increasing speed where the Internet and Social Technologies are converging into new forms, the oversimplification of the funnel becomes more and more apparent. Simply put, buyers just don’t act or behave in that way anymore. But is that what’s really going on? I don’t believe so.

Top of Funnel 100

Top of Funnel Lead Ranking B2B Sales Marketing Funnels 100