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Facts vs. Insights: How To Know You Have Truly Profound Customer Insights

Archeological dig continues to discover new artifacts on USACE construction site in Wiesbaden (Photo credit: USACE Europe District)The edge.  When you have it, it is powerful.  It is what many B2B organizations are seeking today. ...

Posted March 25, 2014    

Why the Differences Between Buyer Profiling and Buyer Personas Matters

#9: difference (Photo credit: giuvax)Many marketing and sales executives agree the need to understand buyers today is greater than ever.  Markets and industries in B2B are still trying to figure out the impact of changing buying behaviors....

Posted February 17, 2014    

4 Initiatives Chief Marketing Officers Must Get Right In 2014

number 4 (Photo credit: Leo Reynolds)The pace of change is accelerating.  Last year, most Chief Marketing Officers faced the tasks of making significant changes to how marketing operates.  Soaking in one buzzword after another as they try...

Posted January 6, 2014    

7 B2B Buying Behavior Trends to Watch in 2014

Runaway train (Photo credit: ammostro)Like a runaway train, B2B buyers continue to evolve and reshape their buying behaviors. They are adapting to new channels as well as technologies to solve critical problems, reach goals, and accomplish more. My...

Posted December 9, 2013    

What's Most Important to B2B Customers? (Hint: Not Content Marketing)

ISO 9995-8 telephone keypad diagram. (Photo credit: Wikipedia)The fanfare has been loud and non-stop.  Drums beating and reverberating throughout the B2B world to jump on board the content marketing train.  As in the B2C world, we are...

Posted November 1, 2013    

Are Your Buyer Personas More About You Than Your Buyers?

mirror image (Photo credit: Identity Photogr@phy)Recently, I was asked if I would help review a set of completed buyer personas.  It turned out to be an interesting exercise.  As I usually find when helping people with their questions and...

Posted October 17, 2013    

Are You Prepared For B2B User Demand Generation?

The Future That Was (Photo credit: Wikipedia)Frustrated personnel.  Frustrated at not being able to do a better job.  Frustrated at not being able to help customers.  Frustrated at learning there are better ways but no plan in place...

Posted September 20, 2013    

Do Your Buyer Personas Look Like They Are from 1980?

An Anthropological Study of the 1980′s (Photo credit: EJP Photo)It is downright scary.  Pressure is building to come out of the recession and light a fire under growth.  Marketers and sellers are responding impulsively.  How? ...

Posted September 13, 2013    

7 Big Questions for B2B Marketers

Questions? (Photo credit: Valerie Everett)The more change occurring  the more questions arise. This year is no exception. B2B Marketers are experiencing ongoing as well as new challenges as we start to hit stride in 2013. What are the big...

Posted May 13, 2013    

4 Buyer Trends That Will Shake Marketing in 2013

If you believe buyer behavior would stand still for a short while, you better let go of this belief.Technology interruption, good and bad, continues to alter buyer behavior and disrupt marketing. For CMO’s today, staying abreast of shifts in...

Posted March 11, 2013    

Is Your Content Marketing Keeping Pace with Your Buyers?

Do you remember Moore’s Law?Gordon Moore, co-founder of Intel, introduced this simple premise in 1965: transistor and computer-processing power would double every year.  You have to admit, what we can do today with an Apple iPad versus...

Posted November 3, 2012    

Content Marketing: Are You Part of the 38 Percent?

Just 38% of companies have a content marketing strategy.  This headline gave me pause as I was catching up on my reading!  Econsultancy, the London-based community of digital marketing and ecommerce professionals, recently produced their...

Posted October 16, 2012    

Content Marketing: Stuck at 36%

I was awestruck by this number: 36%What is this number? In a preview of the 2013 Content Marketing Benchmark Report by Joe Pulizzi of the Content Marketing Institute, only 36% of businesses believed their content marketing is effective. After a few...

Posted September 28, 2012    

4 Reasons Why CMO’s Should Care More About Buyer Personas Today

 “When we have deep information about our customers, it makes all the difference in the world,” said the Chief Marketing Officer of one Fortune 500 company.Hundreds, if not thousands of CMO’s across the globe make similar comments....

Posted September 1, 2012    

When Did You Last Map the Buying Process of Your Customers?

Are the buying process maps of how your customers buy out of date?  If so, this can impact the success of how and where you allocate resources: How do we generate more leads? How do we acquire more customers? How do we message to...

Posted August 6, 2012    

Are Your Marketing and Sales Systems Broken?

For many in marketing and sales, the march continues towards the attempt to develop tactical plans that will connect them to buyers.  We have seen many variations over the past two as these attempts are made.  Whether they relate to demand...

Posted April 17, 2012    

3 Ways To Connect With Today’s B2B Buyers

Image via Wikipedia This is part 4 of a limited series on why buyer choice modeling is the new view B2B Business must adopt to improve revenue performance and develop long lasting relationships with buyers. Connecting with today’s B2B buyers is...

Posted March 5, 2012    

5 Ways New Buyer Behaviors Are Impacting B2B Sales

For many in B2B sales, from senior leaders to sales representatives, it may be a discouraging time.  If you follow conventional and social media closely, the storied demise of sales has been told many times.  You probably could buy a few...

Posted January 10, 2012    

7 Burning Questions for B2B Marketers in 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...

Posted December 20, 2011    

Buyerology Trend: Think 'Buyer Decision Model' vs. 'Buyer Journey'

This is the fifth in a series of articles looking at buyer trends that will influence marketing and sales in the near and foreseeable future.  We explored so far experience creation, BIG insights, demand fulfillment, and buyer networks. ...

Posted December 17, 2011    

 
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