Tony Zambito

OCTOBER 23, 2016

The primary course of conversation in the past few years for CMO’s and their marketing teams has centered around customer centricity, customer experience, and content marketing. What CMO’s need to be on guard for is falling prey to a myopic view of customers without assessing how markets are changing. Reframing Market Strategy.

Enterprise Management 100

Enterprise Management Marketing & Strategy Marketing Strategy Work Management 100

Tony Zambito

SEPTEMBER 19, 2016

Meaning marketers today must account for how to adapt to behavioral shifts caused by the omnipresence of digital and online information. The digital transformation is causing many CMOs today to reevaluate exactly what content marketing may mean to their overall marketing strategy. Marketing Campaigns: A Thing Of The Past.

Buyer Personas 0

Buyer Personas Planning Paid Search Agency Content 0

Tony Zambito

JULY 1, 2016

Creating uncertainty in world financial markets, the future of the European Union, the pace of globalization, how to strategically plan for an eventual exit, and how to prepare for potential risk from this event. One area of concern for businesses is how to approach and conduct global business marketing. GE CEO, Jeffrey R.

Buyer Personas 101

Buyer Personas Planning Business Paid Search Agency 101

Tony Zambito

NOVEMBER 2, 2016

Sparking rapid forms of innovations and turning existing markets upside down with new market rules and design. Digital disruption means organizations must stay alert to how an existing market strategy may have to undergo reinvention. Digital disruption can affect both consumer and business markets simultaneously.

Organization 100

Organization Enterprise Management Marketing & Strategy Marketing Strategy 100

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. The value of customer segmentation is it can tell you where to point your marketing and messaging. And, it can help gauge the size of a market opportunity.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles Segmentation Profiling 100

Tony Zambito

JULY 17, 2016

But was it something that was going to really transform our marketing? I believe this perspective from a Senior Director, Marketing from a SaaS and Cloud-based provider I interviewed a few months ago edifies this point: “It was an interesting process. Transform Marketing. Yes, we used the help of a third-party firm.

Intent 100

Intent Buyer Personas CMO Work Management 100

Tony Zambito

DECEMBER 8, 2011

This is the seventh article looking at buyer trends that will influence marketing and sales in the near and foreseeable future. This article looks at how buyer’s values are changing and how organizations can utilize a values-based versus outmoded needs based marketing and sales approaches. Related articles.

Trends 100

Trends Fulfillment Work Management Marketing Management 100

Tony Zambito

NOVEMBER 1, 2015

A recent survey by B2B Marketing, in conjunction with the UK-based agency Tomorrow People, indicated only 38% of marketers considered their content to be “very customer-centric.” B2B CMOs can be caught in a maze of an organization faced with marketing complex solutions for complex problems. by Matt Brooks.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles B2B Marketing Paid Search Agency 100

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. . The sheer size of the SMB makes for a daunting task for any organization intent on marketing to the SMB segment.

SMB 100

SMB Enterprise Management Buyer Personas Marketing Management 100

Tony Zambito

FEBRUARY 14, 2011

Content marketing has become more and more part of the planning dialogue for organizations as the digital age continues to mature.    The concept of content marketing recognizes the growing importance of content to move buyers and consumers towards an action such as a decision, purchase, subscription, and enrollment. 

Design 100

Design Content Marketing Planning Buyer Personas 100

Tony Zambito

APRIL 16, 2012

For many in marketing and sales, the march continues towards the attempt to develop tactical plans that will connect them to buyers. Whether they relate to demand generation, content marketing, sales enablement, and more, efforts are being made to make adaptations to changing buying behaviors. By systems, I do not refer to technology.

Sales Management 100

Sales Management Top of Funnel Planning Demand Generation 100

Tony Zambito

MARCH 25, 2011

Market research today finds itself in somewhat of a quandary. Mostly, it is a field that is trying to remain relevant amidst the sea of changes taking place in marketing and sales today in the new digital and buyer experience economy. What are the some of the challenges that face market research? Image via Wikipedia.

Research 100

Research Psychographics Buyer Personas Marketing Management 100

Tony Zambito

JANUARY 30, 2011

One of the interesting outcomes of the rise of Social Media , Demand Generation , and Content Marketing in 2010 was the increasing use of the term audience development.  In the new world of content marketing, the idea of thinking like a publisher has taken root.  Image via Wikipedia.   How?    Here’s how. 

Social Media 100

Social Media Social Marketing Buyer Personas Planning 100

Tony Zambito

AUGUST 21, 2011

The sudden news of Hewlett-Packard’s (HP) decision to exit and essentially give up on the Smartphone and Tablet markets has some analysts and market watchers reeling.  Because the iPad was creating a new market, Apple understood that new buyers would exhibit some excited yet hesitant behavior.    Marketing.

Distribution 100

Distribution Buy Marketing & Strategy Marketing 100

Tony Zambito

AUGUST 16, 2010

In my return from a brief hiatus this summer to savor the recent defining moments in my personal life, I began to think of how this is an apt description of what has taken place this year in terms of social media and digital marketing. Will we look back on this year as the defining moment when marketing was transformed like never before?

Buyer Personas 100

Buyer Personas Allocation Marketing & Strategy Social Media 100

Tony Zambito

MAY 8, 2011

The raging waters of the sales and marketing alignment debate continues to make its’ way through the halls of corporate America.    Marketing becoming the home for content strategy and sales enablement finding its’ home in sales.  Image via Wikipedia.   What’s going on? .    What’s going on? . 

Buyer Personas 100

Buyer Personas Content Marketing Buying Cycle Content 100

Tony Zambito

APRIL 19, 2010

" I thought of this statement as I reviewed strategies with a group of sales and marketing executives recently.    For both sales and marketing it really does amount to culture change.    Here’s what is happening as I see it through the lenses of a corporation undergoing efforts to align sales and marketing.  

Buyer Personas 100

Buyer Personas Marketing & Strategy Thought Leadership Social Media 100

Tony Zambito

APRIL 5, 2011

The new buyer experience economy has resulted in shifting the economic value of many sales and marketing tactics over the past couple of years.    What I mean is that some departments are charged with email marketing for example while others might be in charge of white papers as another example.    Why?

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Planning 100

Tony Zambito

FEBRUARY 10, 2012

Many B2B Marketers today are faced with the daunting tasks of connecting with buyers in new ways and using new mediums that are still in infancy. The shelf-life expectancy of some of the new approaches is yet to be known; making investment and resource decisions for leaders in B2B Marketing a road filled with risks.

Lead Ranking 100

Lead Ranking B2B Marketing Buyer Personas B2B 100

Tony Zambito

MARCH 24, 2010

  Although it is written from the viewpoint of using ethnography for understanding consumer behavior, there is applicability to the transformation underway in B2B Marketing and Strategy.   I also make this same point in an interview with Stephanie Tilton on her blog Savvy B2B Marketing.   The Connection. .

Buyer Personas 100

Buyer Personas Marketing & Strategy Marketing Strategy B2B Marketing 100

Tony Zambito

FEBRUARY 27, 2010

Last July Tony Karrer at Browse My Stuff and Tom Pick at WebMarketCentral created and launched the B2B Marketing Zone , a community collecting and organizing the best information on the web about B2B marketing.

Buyer Personas 100

Buyer Personas B2B Marketing B2B B2B Sales 100

Tony Zambito

NOVEMBER 15, 2010

.  This past election made me think about parallels to the ongoing debate that surrounds sales and marketing alignment.    As if the state of sales and marketing has an imaginary aisle like the House on Capitol Hill.    Marketing’s role has been primarily one of PULL. 

Buyer Personas 100

Buyer Personas Paid Search Agency Buying Cycle Lead Ranking 100

Tony Zambito

MAY 17, 2010

.  Creating a national following that rivaled some of the best marketing and advertising prowess dreamed up by Madison Avenue.    The New York Yankees, Dallas Cowboys, and Chicago Bulls all have had dynasty years which extended their marketing advertising reach far beyond their geographic regions.

Buyer Personas 100

Buyer Personas B2B Marketing B2B Marketing & Strategy 100

Tony Zambito

APRIL 5, 2010

  This is a good example of “buyer persona thinking” in action when developing a content marketing strategy.   And once you do, you can build a content marketing strategy around it. .   Depending on the industry, there were varying degrees of this “end of day” pressure but it is always there.

Buyer Personas 100

Buyer Personas Content Marketing Wikipedia Marketing & Strategy 100

Tony Zambito

FEBRUARY 5, 2017

Depending on which statistics you read, the common thread in the past few years has been that content marketing effectiveness has been declining. To me, that is what content marketing can become for some organizations. To me, that is what content marketing can become for some organizations. Why An Illusion.

Digital Transformation 50

Digital Transformation Buyer Personas Broadcasting Leads 50

Tony Zambito

JANUARY 3, 2012

Asking good questions was seared into my mental consciousness by several mentors early in my career. This notion was further influenced by prodigious reading of Peter Drucker. The premise being that good questions help you to focus and to get … Continue reading →

B2B Marketing 100

B2B Marketing B2B Marketing & Strategy Marketing 100

Tony Zambito

DECEMBER 16, 2008

  Many successful corporations have stayed ahead of the pack due to their ability to read the market and anticipate how their customers will behave.     Once scenarios are created, sales and marketing is enabled by their ability to anticipate the behaviors of their buyer personas.

Buyer Personas 100

Buyer Personas Paid Search Agency Marketing Buy 100

Tony Zambito

MAY 24, 2021

Buyer Trust Is Elusive For Most Marketing And Sales Teams Unless They Can Balance Empathy And Humility. Marketing and sales traditionally believe that the path to building buyer trust is by providing answers. In fact, each prime their channels with marketing content or sales guides at the ready with an answer.

Ad Building 303

Ad Building Buyer Personas Trust Marketing B2B Sales 303

Tony Zambito

DECEMBER 31, 2011

Changes in buyer behaviors continue to march on as new social technologies take root into the mainstream of B2B businesses. Uncertainty on how best to understand buyers today as well as engage buyers is on top of the list for … Continue reading →

B2B 100

B2B B2B Marketing Marketing & Strategy Marketing 100

Tony Zambito

MAY 13, 2008

The issue of sales and marketing alignment has been floating in the corporate hallways for several years now. What I am finding most interesting is that the definitions surrounding the "sales & marketing alignment" conundrum are, to use the proverbial expression, all over the map.

Buyer Personas 100

Buyer Personas Conference Marketing & Strategy Webinar Metrics 100

Tony Zambito

MAY 12, 2021

In the world of business, commerce, B2B marketing, and B2B sales, a “new world order” will emerge. One capability B2B marketing and sales will need to strengthen is that of personalization. ” This will put added pressure on marketing and sales professionals to truly understand their buyers.

Buyer Personas 221

Buyer Personas Marketing AI Personalization B2B Sales 221

Tony Zambito

MARCH 25, 2010

    Tags: buyer enablement buyer goals buyer insight Buyer Personas Customer Insight Marketing Personas Sales Strategy. – to understand your customers in a way that it bleeds into the DNA of the organization.

Buyer Personas 100

Buyer Personas B2B Marketing B2B Advertising Agencies 100

Tony Zambito

MAY 7, 2021

Marketing and Sales Leaders Can Increase Their Value Through In-House Buyer Insights and Buyer Persona Development Capabilities. Creating a roller coaster ride with twists and turns that can be stomach-churning for marketing and sales organizations. 2 – Foster Marketing and Sales Alignment. Because buyers will have moved on.

Buyer Personas 220

Buyer Personas Allocation Paid Search Agency Advertising Agencies 220

Tony Zambito

FEBRUARY 21, 2022

Stop at a reception desk of a typical multi-story B2B corporation headquarters, you are likely to be told that the marketing department is on floor 7, sales is on floor 2, operations on floor 3, and executive offices are on floor 5. Such as our “ABM” strategy or our “digital marketing” strategy. .

Marketing & Strategy 210

Marketing & Strategy B2B Sales Gartner Touchpoints 210

Tony Zambito

DECEMBER 9, 2020

Where substantial investments in product development and go-to-market strategies can be wasted. After a revision, an ambitious marketing and sales plan was put into place to upgrade existing customers. After a revision, an ambitious marketing and sales plan was put into place to upgrade existing customers.

Marketing Analytics Tools 318

Marketing Analytics Tools Validation Planning Intent 318

Tony Zambito

DECEMBER 23, 2020

Marketing Will Face Buyer Backlash. For most of 2021, marketing will see that many strategies and tactics coming out of the last decade will undergo reassessment. Hyper personalization to Account-Based Marketing will discover COVID-19 has accelerated the bad versus the good of many of the approaches implemented.

Marketing AI 235

Marketing AI Account Based Marketing Fulfillment Interactive Marketing 235

Tony Zambito

JANUARY 10, 2022

Leaders that are responsible for their overall business, marketing, or sales functions. That something can be related to: Growth plans have fallen short Competitors have made significant inroad Marketing plans miss the mark Sales have fallen way short of the target Customer churn is increasing. Something simply is not working. .

Buyer Personas 234

Buyer Personas Sample Urgency Marketing Analysis 234