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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.

Will Pre-Pandemic Buyer Assumptions Prevent Recovery And Rebound In 2021?

Over time, we can build assumptions about how things work.  How things are supposed to be.  Or we cement assumptions about what people think. Or…

Why B2B Organizations Fail To Turn Buyer Insights Into Growth Opportunities

We have all encountered times when we offer wisdom or counsel to a loved one or a friend – and they fall on deaf ears. …

The Intrepid Buyer

When I was a young boy, I was fascinated by the history of the Lewis and Clark Expedition that began in May of 1804.  An…

7 Reasons To Update Your Buyer Insights And Buyer Personas

We have all encountered an experience where we happenstance upon a picture.  Seeing an old picture in a new light.  Perhaps it is a picture…

The COVID-19 Pandemic Has Changed Your Buyers. Do You Know How?

The surge.  The wave.  The apex.  The spike.  The spread. These terms and expressions have become part of the vernacular describing the COVID-19 pandemic.  A…

How To Increase Your Value To Buyers And Create Unshakable Loyalty

“We are in this together.” Since the COVID-19 pandemic began, we have heard this refrain quoted quite often.  As we did with other moments of…

Redefine Your Buyer Personas For A Winning Recovery In 2021

Some of our all-time favorite movies involve an actress or actor transforming into a character that made them entirely unrecognizable.  Through the use of make-up,…

Buyer-Enabled Selling: The Next Progression In B2B Sales

Social progress has often been a marker defining history.  In the last one hundred years, there are many examples.  Women earning the right to vote. …

How B2B Leaders Can Navigate 2021 Uncertainties With Buyer Insight

One of the most fascinating figures in American business history was that of Lee Iacocca.  Iacocca, who died at the age of 94 in 2019,…

Three Buyer Insights To Consider When Engaging B2B Buyers In A COVID-19 World

Accelerant.  A word we are beginning to hear and see more often.  It is being used to describe the effects of COVID-19 in shaping B2B…

Why Enabling Buyers To Buy Is The Future Of B2B

Depending on the type of automobile you have, when you hit the gas pedal hard, there can be a slight hesitation.   A hesitation that can…

Reset Your Buyer Strategy In COVID-19 Revival

For many leaders in sales and marketing, the year 2020 will go down in history as one of the most challenging in their careers thus…

Why Buyer Interaction Design Matters During The Coronavirus Pandemic

The coronavirus pandemic will leave an imprint on B2B commerce for decades to come.  In what lasting ways remains to be seen.  There will be…

Digital Commerce Is Disrupting B2B With No End In Sight

Digital commerce is growing at lightning speed.  Putting pressure on B2B Executives to transform their businesses.  Commerce models that have been relied on for the…

Why The Buyer Transformation Is The Only One That Will Matter By 2020

A hot buzzword during the past couple of years has been digital transformation.  It has branched off a few more in the world of marketing…

The Buyer’s Journey Will Transform Into The Buyer’s Quest By 2020

Funnels, stages, paths, journeys, and more labels that suggest some form of a linear line of thinking has dominated marketing and sales for decades.  Whereby…

3 Deep Buyer Insights Must-Haves By The Year 2020

Being relevant today in a digital world filled with millions and billions of interactions per day is one of the greatest challenges facing organizations today. …

6 Variables Making Buyer Insights Driven Sales Transformation Critical By 2020

For the past few decades, solution-based selling was the dominant theme in building sales organizations.  Solution-selling methodologies and training proved to be a big business. …

How Insights Into The B2B Lifecycle Can Prevent A Blind Spot In 2020

The speed at which changes in buying behaviors and decision-making are occurring is a challenge faced by B2B organizations.  With data and technology as drivers,…

Human-Centric Insights: A Matter Of Survival In 2020

As is most common in businesses today, there is enormous pressure to achieve short-term immediate results.  Today’s hyper-focused mode of operating on the short leash…

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