Tony Zambito

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 to a rise in both brand activism as well as shareholder activism.&nbsp...

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 were focused on whether we will enter a post-pandemic or an endemic way of handling th...

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 the world.  We are witnessing political, humanitarian, economic, tra...

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 still very much fragmented.   Hierarchy domina...

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 from a place of deeper understanding. In today’s business climate, the right to gain this deeper understand...

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 are still in a slow slog.  In engaged B2B buyer research I have been con...

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 Brent Adamson, the author of the Challenger Sale and The Challenger Customer.  Brent also serv...

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 been.  Certainty and predictability are illusory in nature.  What we have learned, ...

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 we could have ever imagined.  Buyers, consumers, and people, in general, are changing t...

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 organizations can develop preconceived notions about buyers and customers.  In large organization...

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 and intelligence about their buyers and customers.  The last two ...

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 instability.  Two years into a worldwide pandemic.  It is a long time.  With no pr...

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 year has bedeviled both suppliers and buyers in the world of commerce.  What wa...

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 with a common thread in leadership.  Le...

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 a top priority.  Especially after two years of an enduring COVID-19 pandemic.  While some indust...

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 of an enduring COVID-19 pandemic.  New variants have disrupted countries, economies, markets, and industries.  S...

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 most important jobs of leaders.  A common approach is to apply strategies to differ...

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 turned upside down and rife with uncertainty.  It seems just when we may have a clearer...

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 on critical buyer insights that show how to gain the attention of buyers remains the most significant c...

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 buy” – has been a new mantra for the past three to five years.  The use of this phrase has…

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