Tony Zambito

Buyerology

Tony Zambito is Founder and Principal of the buyer research and strategy firm Buyerology℠. He is the originator of the buyer persona research methodology as well as Business Buyergraphics™ that are widely used to make informed decisions from buyer insights. Tony also served in the role of Vice President in Sales and Marketing capacities for TRW, Knight-Ridder, and Compaq (HP). He holds a B.S. in Business and an M.B.A. in Marketing Management. Read Tony’s blog Buyerology Now for insightful commentary on changing buyer behavior.

Boost Demand Generation Using Target Ready Buyer Models

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Posted on 2012-02-02

Recently, I published two articles related to 5 ways buyer behaviors are affecting B2B sales, and 5 ways they are affecting B2B marketing. Without question, changing buyer behaviors are also impacting how we think about Demand Generation or as it has been conventionally called – lead generation. Contrary to hyped notions of sales going away to wither in the desert – lead generation and the new label of demand generation are more important today than ever.

What needs to change you might ask? An easy answer is to say plenty. The complicated answer is to say that the mindset towards demand...

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Predictive Buyer Modeling Is Changing the Future of B2B

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Posted on 2012-01-30

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I would not be surprised today if a group of B2B executives said they were using fortune tellers to peer into a crystal ball to make predictions about the future. The fast pace of change makes the crystal ball of how buyers will behave in the future enveloped in a hazy fog. C-Suites are under enormous pressures to get it right the first time with regards to marketing and sales planning.

The ability to make decisions based on predictions is becoming an...

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How B2B Leaders Are Understanding Buyers Better With Behavioral Buyergraphics

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Posted on 2012-01-26

In the business-to-business world, the quest to connect with decision-makers has been and most likely will continue to be the main challenge confronting B2B leaders. Meeting this challenge successfully is the essential lifeblood of survival for many B2B companies. While today’s continuing convergence of the Internet, social technologies, and Enterprise 2.0 platforms are increasing B2B visibility like never before, connecting with buyers and decision-makers is becoming increasingly elusive.

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One Thing That Can Get You From Here to There in 2012 and Beyond

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Posted on 2012-01-11

In the world of B2B management, there are numerous head scratching efforts going on as we peer ahead into 2012 and beyond. Primarily, it has to do with how to get from here to there. One of the issues faced by B2B companies with the high degree of uncertainty, global economic turbulence, and a rapidly changing buyer driven and social world is figuring out where the from here to there actually leads to.
Recent buyer and management interviews tell me a lot of head scratching continues to go on. Plenty of internal angst and debate is taking place on how to get from here to there, what is needed, what should be done, and what a lot of people think. The what to do aspects of...

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5 Ways New Buyer Behaviors Are Impacting B2B Sales

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Posted on 2012-01-04

For many in B2B sales, from senior leaders to sales representatives, it may be a discouraging time. If you follow conventional and social media closely, the storied demise of sales has been told many times. You probably could buy a few lunches if you collected a dollar for every time you heard that buyers are in control and don’t need sales. To you, this sentiment seems like it is taking on mythical proportions. I am not so sure. If I ask myself three simple questions, I think my answers are...

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7 Burning Questions for B2B Marketers in 2012

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Posted on 2011-12-20

Asking good questions was seared into my mental consciousness by several mentors early in my career. This notion was further influenced by prodigious reading of Peter Drucker. The premise being that good questions help you to focus and to get to the heart of what matters most. Here’s what I’ve learned over the years: it is hard to do and it takes practice! As I think about the future for B2B Marketers, these questions ring the loudest:

Who Are Our Customers?

We are undergoing the most significant changes in buyer behaviors in several...

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5 Ways New Buyer Behaviors Will Affect B2B Marketers in 2012

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Posted on 2011-12-18

Changes in buyer behaviors continue to march on as new social technologies take root into the mainstream of B2B businesses. Uncertainty on how best to understand buyers today as well as engage buyers is on top of the list for many B2B...

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Buyerology Trend: Humanize the Buyer Experience

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Posted on 2011-12-15

This is the final article looking at buyer trends that will influence marketing and sales in the near and foreseeable future. Let’s recap the significant buyer trends noted so far in this series:

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Buyerology Trend: Think Value-Based Marketing vs. Needs-Based Marketing

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Posted on 2011-12-08

This is the seventh article looking at buyer trends that will influence marketing and sales in the near and foreseeable future. Let’s recap the significant buyer trends noted so far in this series:

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Buyerology Trend: Think Intelligent Content vs. Content Mapping

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Posted on 2011-12-03

This is the sixth article looking at buyer trends that will influence marketing and sales in the near and foreseeable future. Let’s recap the significant buyer trends noted so far in this series:

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