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Tony Zambito

Tony Zambito
Tony is the founder and leading authority in buyer insights for B2B Marketing and Sales. In 2001, Tony founded the concept of "buyer persona" and established the first buyer persona development methodology. This innovation has helped leading companies gain a deeper understanding of their buyers resulting in revenue performance. Tony has empowered Fortune 100 organizations with operationalizing buyer personas to communicate deep buyer insights that tell the story of their buyer. He holds a B.S. in Business and an M.B.A. in Marketing Management.

Buyer Activism Will Rise Among B2B Buyers

Buying Decisions Are Affected By Intensified Buyer Activism Sentiments During the past decade, we have seen a significant rise in consumer activism. And that has translated…

The Significance of ESG in a New World Order of Business

Businesses Will Need To Reassess ESG Stance Beyond Just Environment The Russia-Ukraine conflict is ushering in a new world order of business.  While our eyes…

The New Era of Uncertainty Intensifies

Business Leaders Will Need To Account For Ongoing Uncertainty The conflict resulting from the Russian invasion of Ukraine has heightened concerns on many fronts throughout…

From Fragmented to Unified Insight-Driven Buyer Strategies

B2B Leaders Must Develop Unified Approaches to Buyer Strategies and Customer-Centricity Even though the business world is experiencing tumultuous change, B2B’s structure and governance are…

Why Earned Buyer Insights Are Vital to the Future of B2B Marketing

Earned Buyer Insights Are Critical to Being Relevant to Buyers At the start of the year, I elaborated on the idea that empathy is derived…

4 Headwinds B2B Buyers Will Face in the Future

B2B Buyers Will Endure Ongoing Challenges Ahead From an overarching perspective, some industries have enjoyed a robust recovery coming out of the pandemic while others…

The Future of B2B Buying is Closer Than We Think

B2B Sales and Marketing Executives Need To Adapt to Digital B2B Buying I recently read a thought-provoking article on the future of B2B buying by…

Rethinking Buyer Insights in a Changing World

Business Leaders Must Adapt Buyer Insights Generation To Rapid Pace Of Change The world continues to evolve.  The pace of change like it has never…

Building an Early Buyer Insights System Can Save You Trouble

Early Buyer Insights Can Alert Leaders To Risks And Opportunities We are living in a time like no other.  Where predictability is more elusive than…

How Business Leaders Can Guard Against Inaccurate Preconceived Notions About Buyers

Challenging Preconceived Notions About Buyers is a Two-Way Street Over the course of many years and just a few years as well, business leaders and…

Put Insights at the Heart of Buyer-Focused Strategies

Business leaders must aspire for human-centered insights, not just intelligence Many businesses today, in their marketing and sales operations, have an insatiable thirst for data…

Buyers Want You to Shape a Better Future

An organization’s brand vision must show a better future for buyers We are living in what can seem like a never-ending time of unpredictability and…

How To Meet Buyers’ Goals in an Era of Uncertainty

To Accelerate Growth in Uncertain Times, Leaders Need Insights on How Buyers’ Goals are Changing We have entered a pronounced Era of Uncertainty.  The past…

Are You Future Intelligent?

Leaders will need to develop skills to translate AI into intelligence that shapes the future Anticipate, readiness, preparedness, forward-looking, foresee, envision, and predict.  Powerful words…

Two Voids Buyer Personas Can Fill To Achieve Growth Strategies

Lack of buyer insights and brand vision can doom growth strategies On the minds of many CEOs entering 2022 is how to make business growth…

Buyers Are Facing New Endemic Realities

[unable to retrieve full-text content]4 Buyer Challenges Can Be Endemic For A Decade For the past two years, we have been living in a state…

Understanding a Divergent World of Buyer Mindsets and Decisions

Regional one size fits all approach can hinder global growth with buyers The ability to implement and execute global growth strategies has become one of…

The Value of Buyer Personas in Times of Uncertainty

Buyer insights and buyer personas act as a compass for business leaders in uncertain times. We are living in times of tumultuous upheaval.  A world…

Why Critical Buyer Insights Should Not Be M.I.A. In A New Era For B2B

Marketing and Sales Leaders Will Need To Activate Critical Buyer Insights To Meet New Buyer Behaviors in a New Era for B2B Getting your hands…

Is Helping Buyers To Buy Really The Right Mindset?

Marketing And Sales Teams Should First Align With An Important Buyer Mindset Before Jumping In Helping Buyers To Buy The phrase – “helping buyers to…

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