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.
Gaining The Attention Of Buyers In A Hyper-Connected World
As we have all experienced, our hyper-connected world is becoming more chaotic with more mediums vying for our attention. Advanced digital technologies have meant...
Looking At The World Through The Eyes Of Your Buyers
One of my favorite visits as a young person was to the House Of Mirrors at the amusement park. It fascinated me how the...
The Pursuit Of Goals Drive Buyer Decisions
Market behavior, in its most simplistic form, is about buying and selling. As simplistic as it may appear, market behaviors are filled with complex...
3 CMO Signals For Sensing Shifts In Buyer Decision Behaviors
The calendar is usually full. Exercise coming from jogging from one meeting to the next. Engrossed in the daily demands for time and being...
The 3 Types Of Buying Scenarios Every B2B CMO Must Know
The complexities of the evolving and robust global digital economy are introducing new sets of goals and problems for B2B organizations. Long tenured B2B...
The Role Of Emotions And Goals In B2B Buying Decisions
For most of the past few decades, leading up to the advent of the Internet and digital technologies in the 21st century, there has...
Why CMOs Need To Embrace Goal-Directed Customer Engagement
One of the recurring themes over the past three years is the yin and yang of attempts to engage customers and buyers through digital...
How CEOs And CMOs Can Tell The Difference Between Information And Insights
Many CEOs today, as made evident by recent CEO surveys such as the IBM Annual CEO Survey, are emphasizing improving customer engagement for their...
Goal-Directed Decision Making Drives B2B Buying And Selling
Business-to-Business thrives on the simple basic principle of buying and selling. With all the hoopla over the past few years regarding digital technologies and...
The Importance Of Goal-Directed Behaviors To Buyer Personas
In nearly every walk of life, goals are a major influence on what we do, think, feel, and the actions we take on a...
Intervention: Buyer Personas Are Not A Product Requirements Document
Product centricity is still kicking dust up in the perfect storm of changing buyer behaviors and transforming digital technologies. The dust up so thick,...
Does Your Buyer Persona Sound Like A Corporate Talking Machine?
Targets. Initiatives. Objectives. Analysis. Risks. Operations. Industry. Priorities. KPI. Success. Entry. Barriers. Products. Triggers. Requirements. Solutions. Markets. Criteria. Process. Profile. What do these words have...
How CMOs Can Use Persona-Based Customer Strategy To Transform Marketing
For decades, business executives have faced disruptive forces and changes. Brought on by technology, population changes, war, economic collapse, and radical innovation. Due to...
The Missing Link Between Business, Marketing, And Customer Strategy: Buyer Personas
One significant change in the past few years is the top of mind presence of the customer on the part of CEOs. The mandate...
Use Buyer Personas To Align Marketing With Business Growth Strategies
On the minds of many CEOs for this year and beyond is making business growth a top priority. From the likes of surveys by...
How To Gain Deep Insights Into New Customer Buying Behaviors
iNSIGHT by Andras Horvath The digital economy continues to evolve at a fast clip. New technologies are being introduced nearly every month. Startups are ascending...
Stop Business Speak And Simplify Insights To Achieve Customer Centricity
Many executives today are struggling in two areas. One is in formulating strategies designed to help their organization stand out in a crowded field....
Digital Buyer Personas: Why Prosumer and Produser Behaviors May Be The Most Important Yet To B2B Marketing
The digital economy continues to expand and reach into every corner of the globe. Digital technology advances have shrunken the world and made it possible...
The New B2B Buyer And The Collaborative Economy
In the post-WW II decades through the 1990’s – and for many into the 2000’s, the business and world economy was focused on the mass...
7 Big Questions For B2B Marketing Leaders in 2015
Another year and more questions facing B2B Marketing Leaders. We are faced with a rapidly changing digital economy and evolving buyer behaviors. Challenging the...