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On 4 Buyer Trends That Will Shake Marketing in 2013

Thanks Sam for the comment.

I am fully aware of my friend Jon Ferrara @jon_ferrara being on the forefront of building adaptive tools   He gets it for sure!

Tony Zambito

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March 11, 2013    View Comment    

On 4 Buyer Trends That Will Shake Marketing in 2013

Thanks for your comment Melissa.  Yes - the effort today is to make content differentiating and exciting.  

Tony Zambito

March 11, 2013    View Comment    

On The Ascent of the Social Buyer

Hi David,

Thanks for your comment.  I agree that Klout is one form of indexing,  I think companies are thinking well beyond persona or individual "klout" scores if you will.  I am currently digging deeper into this and hope to have an article soon.

Thanks!

Tony

August 12, 2011    View Comment    

On The Ascent of the Social Buyer

Hi Dave,

 

Thanks for your comment.  I am working on a future article about the Social Engagement Index to give some perspectives on this concept.  Essentially, in my research, I am finding the social buyer factoring in the social engagement capabilities into their thinking.  An interesting development. 

 

Tony

August 12, 2011    View Comment    

On Social Buyerology: Understanding Buyers in the Social Age

Hello Anonymous,

In the end it always comes down to trust and relationship between the buyer and seller.  I do believe that the dynamics and paths toward that end though have changed drastically due to the introduction of new social technologies and social buyer behaviors.  Organizations who take the initiative to attain the deeper understanding of the social buyer will be richly rewarded with the deeper relationships you speak of.  Thank you for your comment!

Tony Zambito

May 24, 2011    View Comment    

On Social Buyerology: Understanding Buyers in the Social Age

Hi Joel,

Thank you for your comment.  I agree with your perspective.  We've had so many new variables introduced over the past few years that it has undoubtedly changed buyer behaviors, interactions, and dynamics.  Which leads to my belief that there is a new science for understanding the social buyers of the social age. 

Thanks!

Tony Zambito

May 24, 2011    View Comment    

On Buyer Persona’s — A Great Starting Point For Sales!

Dave,

Thanks for your kind mention. Buyer personas are indeed a great starting point for sales. Some of my best moments since originating the buyer persona development methodology some 9 years ago has been seeing sales teams jump out of their chairs when they realize the power of the insights and the buyer personas to help them engage conversationally. An appreciated on-point article here – thank you!

Tony Zambito

May 9, 2011    View Comment    

On Using Buyer Personas in B2B Marketing

Hi Jeff,

I like this post for the emphasis on deep insights.  I feel compelled though to address some of the points made in your post.  As the originator of the buyer persona development methodology established after formative years at the origins of personas, there are some points that should be clarified.  While there are good aspects for us all, I believe some of what is stated does not hold true to the tenets of personas and buyer personas.  I think we are in a semantic problem also.  I believe what you are describing is more akin to buyer or customer profiles and not true buyer personas.

Since the origins of personas and buyer personas, the use of templates and standardized formats has not been one of the key tenets of buyer persona development.  This limits the qualitative design of personas immensely and confines them to the act of profiling.  Also the purpose of buyer personas is not to have a drilling of many questions but to conduct qualitative and contextual approaches that yields the deep insights that inform strategy and innovation.  It is based on skillful participation and observation with a background in qualitative research and contextual inquiry as opposed to surveys.  An outcome of the profiling approach is exactly what Pat mentions in his comment - that sales will push back and say it is not useful.  I've seen and experienced this firsthand whereby several clients had gone through what were called a buyer persona profiling initiative but amounted to just more embellished customer profiles that did not gain acceptance.

All the questions that Barbara has listed are great for attempting to understand content consumption.  However, they do not yield a user or buyer persona per se'.   They may yield a profile of how a buyer consumes content.  Which in of itself is extremely valuable.  

Having said all that, I do believe that your post helps to point people in the right direction - and that is to understand the value of obtaining deep insights about their buyers.   And for that reason, it is on point!

Thanks,

Tony Zambito

www.buyerpersonainsight.com

May 5, 2011    View Comment    

On How Ready is Your Organization for the New Social Buyer Persona?

Thank you for your comment Will.   Yes buyer journeys are evolving and being slef-directed by buyers.   Calling into question an organization's readiness in terms of adapting it's view of buying cycles and how well they are adapting selling cycles.  The social age has certainly shifted the way buyers and sellers relate today. 

Thanks again for commenting!

Tony

April 13, 2011    View Comment    

On How Well Do you Know Your Buyer's Story?

Hi Jeff,

Thank you kindly for your comments and compliments!  It is very true - understanding the buyer's story can be a significant difference maker.  Glad we think alike!

Tony

January 26, 2011    View Comment    

On A Conversation on 7 Buyer and Sales Trends to Watch in 2011

Thank you Lou for your comment and joining the conversation.  I truly do hope that my further explanations will benefit the community.  One of the big take-aways for me in 2010 has been seeing this so called disconnect in buyer's seeking engagements further up their buyer journey and how processes are still in place as if this is not a reality.  I agree that the big story in 2011 and beyond will be the evloution of the digital age and the impact it has on all all facets of the business world.  I am sure this community will continue to offer tremendous insight into how organizations are adapting.  Thanks Lou for your efforts with this community!

December 20, 2010    View Comment    

On Seven Buyer and Sales Trends to Watch in 2011

Hello Dave,

Thank you kindly for your comment and feedback.  I appreciate the constructive and helpful manner as well.  I will be taking another stab at writing this article in a more conversational tone.  I hope you will find the article to be something you can enjoy reading and use.  Writing is a continual learning process and yes I am learning.

Tony

December 15, 2010    View Comment    
 
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