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.
Is B2B Content Engagement Heading In The Wrong Direction?
by Juan Pablo Bravo Sometimes more is truly less. When it comes to the state of B2B content marketing and engagement, this proverb is on...
How To Lead With Customer-Focused Content
by Creative Stall The explosion of content in the digital world is an unprecedented phenomenon just a few could have predicted twenty-five years ago. Content...
Informed Customer Understanding Should Guide Marketing
by Anton Scherbik At the start of every year, CMOs and their teams can be besieged by proclamations of the three, four, five, or six...
State Of Buyer Personas 2016: Strong Correlation Between Effectiveness And Goals
by Scott Lewis In 2016, we will mark the fifteenth year since buyer personas were first introduced. The journey, however, continues towards professionals and organizations...
Study Confirms Importance Of Qualitative Research To Success With Buyer Personas
Analysis by Yamini Ahluwalia A recent survey conducted by Cintell*, entitled 2016 Benchmark Study On Understanding B2B Buyers, indicates that high performing organizations utilized qualitative...
Buyer Decisions Are Not What You Think
by Gregor Črešnar When marketing and sales leaders often think about how buyers make decisions, they are viewed through a prism of buyers making rational...
7 Elements Of Customer Understanding The C-Suite Must Master
by Yarden Gilboa Changes in customer and buying behaviors continue to rock the very foundations of many industries. According to recent surveys by PWC, Forrester,...
Mapping Buying Experiences: Creating Growth Through Aligning With Buyer Goals
Engaging new buyers and repeat customers are the lifeline to achieving growth. While the context of these fundamental challenges has changed via digital technologies,...
How B2B CMOs Can Achieve Customer-Centric Marketing With Buyer Personas
by Matt Brooks A recent survey by B2B Marketing, in conjunction with the UK-based agency Tomorrow People, indicated only 38% of marketers considered their content...
The Emerging Importance Of B2B Ethnography To Buyer Personas
Better, deeper, insightful, and well-rounded understanding of customers and buyers is on the top of the list for many CEOs and CMOs today. In recent...
Beyond Buyer Profiling To Buyer Personification
by Evan Shuster Segmentation has been a staple of business marketing and sales for several decades. The concept of breaking down a potential market or...
The Telltale 8% Drop In Content Marketing Effectiveness
by Aha-Soft When the Dow tumbled in 2008, the largest single-day drop in the history of the Dow occurred on September 29, 2008. The index...
Goal-Directed Marketing: How Marketers Can Help Buyers Achieve Their Goals
coaching by Gilbert Bages Many CMOs today are faced with a dilemma. As digital interactions and media become more intertwined into everyday life, marketers need...
3 Ways CMOs Can Achieve Deeper Insights Into The Customer Journey
by Vica Design As CMOs look ahead, gaining greater clarity into how buying behaviors are changing is becoming one of their most important aims. Never...
Goals Are At The Heart Of Customer Experience And Engagement
When discussions have turned to the importance of customer experience today, it is easy to quickly think of customer experience (CX) as a touchpoint...
The Influence Of Buyer Goals On Content And The Search For Good Ideas
One of the most under-realized areas of understanding in marketing today has to do with the powerful influences of buyer goals and their goal-directed...
Why CMOs Should Not Focus Only On Content Marketing
Soon, two thousand plus marketing directors, managers, coordinators, and marketing specialists will descend on the content marketing Mecca event called Content Marketing World. The largest...
How CMOs Can Achieve Better Marketing With Goal-Directed Buyer Personas
When it comes to buyer personas, the expression “if it were only that simple” certainly applies. There has been an abundance of advice on...
What CMOs Need To Know About Listening To The Customer
It is a generally accepted notion that listening is vital to having positive and healthy interpersonal relationships. Listening is an essential skill for leaders...
Staying Relevant In An Era Of Disruption And Elusive Customer Loyalty
Customer loyalty continues to be a top-of-mind concern for CEOs, as studies and surveys from the likes of IBM and others have shown. During...