Home Authors Posts by Tony Zambito

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.

4 Paths To Building Buyer Trust Through Empathy And Humility

Buyer Trust Is Elusive For Most Marketing And Sales Teams Unless They Can Balance Empathy And Humility Marketing and sales traditionally believe that the path…

6 Essential Ways To Capture Your Buyers’ Attention In A Post-Pandemic New Reality

Gaining Buyers’ Attention Remains Number One Challenge For Marketing And Sales Leaders Gaining buyers’ attention became that much harder during the pandemic. The pandemic wreaked…

4 Areas Of Actionable Buyer Insights Can Help You Deliver A Differentiating Digital Buying Experience

Marketing and Sales Leaders Can Leverage Buyer Insights To Create Rewarding Digital Buying Experiences For Buyers One significant outcome of the COVID-19 pandemic is the…

4 Ways To Propel Your ABM By Doing What Is Good For The Buyer

Marketing and Sales Leaders Must Adapt To A New Era For B2B To Succeed With ABM And ABX ABM (Account-Based Marketing) has consistently been viewed…

Don’t Get Stuck With Bad Buyer Personas

Marketing and Sales Leaders Need To Know The Difference Between Bad Versus Good Buyer Personas To Achieve Growth Not all buyer personas are created equally.…

5 Ways To Supercharge Your Personalization With Buyer Persona Insights

Buyer Personalization Will Matter As The Balance Of Power Shifts To Buyers In A “New World Order” Of Buying In 1990, at the end of…

Buyer Aligned Sales Processes Are In Need Of A Redesign To Succeed In A New Era For B2B

B2B Organizations Must Reinvent To Accomplish Buyer-Aligned Strategies Post-Pandemic In the lexicon of business, especially B2B, words and phrases can take on so many different…

5 Essential Reasons To Create In-House Buyer Persona Expertise

Marketing and Sales Leaders Can Increase Their Value Through In-House Buyer Insights and Buyer Persona Development Capabilities Since the origins of the buyer persona concept…

4 Helpful Elements Of Buyer Personas Essential To Your Brand Storytelling

Marketing Leaders Can Use 4 Approaches Involving Buyer Personas To Create A Brand Story Buyers Will Want To Read Some of the best books ever…

How To To Enable Your Marketers And Sellers To Truly Understand Target Buyer Personas

Marketing and Sales Leaders Must Build Capabilities To Understand New Target Buyer Personas The roles of marketing and sales professionals have changed quite a bit…

Why A Buyer Persona Sales System Is Needed In A New Era Of B2B

Sales Leaders Will Need To Implement A Buyer Persona Driven Sales System To Adapt To New Buyer Behaviors And Preferences The past year of 2020…

3 Ways To Encode Buyer Persona Goals Into Your Organization’s DNA

Marketing and Sales Leaders Must Build Core Competency of Understanding Buyer Persona Goals We have heard the terms “organizational DNA” or “company DNA” often in…

The Buyer Mindset Is Your Key To Post Pandemic Recovery

The sell-side of the seller-buyer equation has been flipped upside down.  Transitions to virtual selling are happening at a rapid pace.  Plans for complete digital…

Buyers Ignoring You Is Not The Only Change Going On

A significant shift in how buyers choose to interact with selling organizations has been underway for the past year.  The global pandemic altering seller and…

Future-Enabling Buyers Will Be Key In 2021 And Beyond

The new year is almost one-month-old.  In less than three weeks, the country has experienced a time like no other.  Where the degree of uncertainty…

Five Intangible Buyer Behavior Trends To Monitor In 2021

Despite turning the calendar from 2020 to 2021, we find ourselves starting the new year in more turmoil.  A catastrophic COVID-19 pandemic that continues to…

B2B Buyer Content Fatigue Is A Very Real Thing And A Big Problem

The global COVID-19 pandemic has exacerbated the effect of fatigue on people from all walks of life.  We are feeling pandemic fatigue from vigilant following…

5 Buyer Insights To Factor Into 2021 Buyer Strategies

Compress. A word that has often been used in business.  Compressed files.  Compression thinking.  To compress and flatten organizational structures.  A myriad of uses meant…

Building Buyer Confidence More Important Due To COVID-19

[unable to retrieve full-text content]In sports, confidence is often mentioned as one of the key ingredients to winning.  I saw this firsthand with my daughter…

Business Leaders: Do Not Ignore The Mental Health Crisis Related To The COVID-19 Pandemic

Empty office buildings dot the map of the United States.  Once bustling communities adjacent to business parks are quiet.  Restaurants and services that once served…

New Posts