Tony Zambito

The Emergence of the Social Business Persona

Image by webtreats via Flickr The impact of Social Business is proving to be a seminal period in our history.  As the Internet changed our very means of how we view information, social media technology and social media channels are changing our views of customer...

Three Reasons Executives Should Invest in Customer Strategy Before Marketing Automation

Image by DavidErickson via Flickr The temptation is enormous.  Each staff meeting is accompanied by a cacophony of demands.  Demands for sales force automation, marketing automation, social media platforms, content marketing platforms, lead generation programs, and much more presented with business case studies that appeal...

How UPS Thinks Like Their Customers For Content Marketing

Image via Wikipedia Some companies just get it.  UPS does.  You see, it can be amazingly simple and yet it is the blinding obvious.  Gaining insight into how customers and buyers think gives you the ability to tone down the brightness and see what is...

Apple iPad Hits Mark With Business Buyer Persona

While much attention has been paid to the consumer use of the Apple iPad, lost in the noise has been the business user and buyer.  I noted with much interest an article distributed by Bloomberg News and authored by Olga Kharif entitled IPad Wins...

Developing Meaningful Customer Relationships

Image by Emmanuele Contini via Flickr Every once in a while, we come across an article that just seems to nail it on the head ever so profoundly.  Roger Martin, Dean of the Rotman School of Management at the University of Toronto authored such an...

B2B Marketers Can Learn From Starbucks How To Get Back In Touch With Buyer...

You have to love the rebound Starbucks has been able to achieve over the past couple of years.  Even more impressive in the midst of the economic environment that plagues us still.  The return of Howard Schultz as CEO has led to the announcement that...

What Intel Can Teach B2B Marketing About Strategy

Thanks to a tweet from Paula Gray, Anthropologist-in-residence at AIPMM, I was made aware of an article that appeared in the Harvard Business Review.  The article, Ethnographic Research: A Key to Strategy, was written by Ken Anderson, a well respected anthropologist at Intel Research. ...

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