Tony Zambito

The Redesign of Customer Experience in the Digital Age

Orienteering has become the new rage of outdoor sports and hiking.  It is a sport that requires navigational skills using the tools of an orienteering map and a compass to navigate from one point to another.  In the race against time, one wrong misread...

3 Ways to Enable The New Digital Buyer Journey

In Spain, for thousands of years Christian pilgrims have come to walk the Way of St. James where legend has it that the body of St. James is buried in northern Spain.  Today, many take this journey which has several different routes and has...

How to Focus on Buyer Goals to Grow Top Line Revenue

Recently, I watch the HBO documentary on the legendary UCLA Dynasty where UCLA won ten NCAA basketball titles in twelve years between 1964 and 1975.  Led by John Wooden, a legend amongst coaches in general pursued an unmatched focus on excellence and achieving a...

3 Pillars for Aligning B2B Marketing Content with Buyer’s Goals

In sports today, there is plenty of talk about parity in teams for such leagues as the NFL, NBA, MLB, and NHL.  To some sports writers, this has not been a good thing and they long for the return of the dynasty teams to...

Buyer’s Goal Orientation Make Decisions More Than a Matter of Choice

When we are faced with choices, sometimes they can be gut wrenching.  There are choices we have to make that can be especially personal as well as heart breaking.  History has recorded good choices as well as bad choices throughout time.  Imagine that you...

Understanding Buyer’s Goal Orientation Key to Understanding Why Buyers Buy

The concept of goals has been around for centuries.  Humans have endeavored to achieve goals for a variety of mundane pursuits to noble purposes.  Here is what Aristotle had to say over 2,000 years ago: "All men seek a goal—success or happiness.  The only way to...

The Pull of the Digital and Social Media Storm

Image by HubSpot via Flickr The CMO Council Marketing Outlook 2010 Report, published April 19th, points to the digital transformation of marketing.  This annual report serves as a reliable bellwether of trends as indicated by approximately 600 senior marketers surveyed from a cross-section of industries. ...

3 Not-So-New Social Behaviors of the Digital Buyer Persona

Image by luc legay via Flickr I was in a mall recently and couldn't help notice the banners boldly announcing to follow the mall on Facebook and Twitter.  Social communities are ebbing their way into the conscious minds of all buyers in many facets be...

The 10 Rules for Creating a Buyer Persona: Rule 10 and Final Recap

Image via Wikipedia Some of the great orators of our time had the gifted ability to communicate as well as rally an entire nation.  One of the most gifted was Winston Churchill.  His “we shall fight them on the beaches” and “this is our finest...

The 10 Rules for Creating a Buyer Persona: Rule 9

Image via Wikipedia When the compass was invented by the Chinese during the Qin dynasty (221-206 B.C), it radically changed civilizations and ushered in many years later the Age of Exploration in the 15th century.  Just as the invention of the printing press created the...

The 10 Rules for Creating a Buyer Persona: Rule 8

Image by melgupta via Flickr An interesting show to watch is Extreme Makeover Home Addition.  It is quite an amazing process when they can take what looks like hopeless situations and turn dilapidated houses into dream homes.  Have you ever noticed where they typically start...

The 10 Rules for Creating a Buyer Persona: Rule 7

Image via Wikipedia When MS Excel came into existence many years ago, it was a significant leap in computing power.  The uses for MS Excel have grown far beyond the basic computations it was designed for.  Graphs, tables, charts, matrixes and the likes are all...

The Rise of the Digital Buyer Persona

I have been evolving the buyer persona development process as well as have been writing about buyer personas for the last eight years now.  To say buyers have changed during that time would be an understatement.   Most notably, the B2B buying process has undergone...

The 10 Rules for Creating a Buyer Persona: Rule 6

Image by kevinzhengli via Flickr The quest for information can be addicting.  In organizations where the leadership is mostly analytical in nature, the need for information and analysis can be interwoven into the corporate culture and is a component of every decision.  When it comes...

The 10 Rules for Creating a Buyer Persona: Rule 5

Image via Wikipedia When you travel to a foreign country where you are not familiar with the culture or the language, it can be exciting yet very trying.  The first few hours are like being in a giant maze and you wonder how you will...

Can Culture Shock Align Sales and Marketing?

Image by scottpowerz via Flickr A couple of years ago, Dave Stein made this provocative statement on his sales leadership blog about sales and marketing alignment: "What’s going on is that many CEOs, COOs, GMs, and other executives haven’t figured out that sales and marketing…

The 10 Rules for Creating a Buyer Persona: Rule 4

Image by Peter Fuchs via Flickr Understanding your customer’s pain points has been a staple of sales and marketing for quite some time.  Gaining a solid grasps on their motivations, drivers, personalities, people they interact with, and the likes has led to many programs offering...

The 10 Rules for Creating a Buyer Persona: Rule 3

Image by nubui via Flickr Did you ever have one of those sleepless nights in a Godforsaken hotel and you find yourself channel flipping?  You 100k miles per year executives know exactly what I am talking about.  You suddenly hit an infomercial promising you earnings...

The 10 Rules for Creating a Buyer Persona: Rule 2

Image by Trinity via Flickr If you've visited Fisherman's Wharf in San Francisco, you've undoubtedly encountered the many street vendors.  One of the most visible is those who promise to draw your caricature profile on the spot.  My answer to them these days when they...

The 10 Rules for Creating a Buyer Persona: Rule 1

The rise in popularity of buyer personas has also meant a rise in people getting them wrong.  The building awareness of the term and the idea of using buyer personas in marketing on a mass level can be traced to David Meerman's Scott book,...

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