The Art of Buying

turning buyer insight into buyer foresight ^™

Meet Tony Zambito

Tony Zambito is the founder and leading authority in buyer personas. He has helped organizations improve marketing and sales performance by deeply understanding their customers and buyers. Tony is a passionate evangelist, author, blogger, and speaker on the power of deep buyer insight and foresight to drive winning market strategies.
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Engage Your Buyers

Gaining insight and foresight on your customers and buyers in the new digital age is vital; understanding buying behavior, how purchase decisions are made, and why buyers are motivated to buy can make you the market leader. Improve revenue performance with powerful buyer research, insight, personas, and tools.
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"We were provided with the insights we needed to win in our space. The buyer insights enabled our marketing and selling teams to anticipate buyers' needs and decision process at their level, using their language and terminology."
- Kevin Hooper, SVP, NEC Corporation

"The insights we received helped us to identify an even more promising alternative buyer persona as well as new market potential we had not seen before ."
- Aurelio Prifitera, Ph.D. President & CEO Pearson Clinical Assessment

"In today's highly competitive environment, strong customer insight is what gives marketing professionals an edge. The buyer insights developed helped tremendously in this endeavor."
- Riadh Dridi, Senior Director of Partner Marketing & Business Development VMware

"The compelling buyer persona insights and the mapping of the buyer's decision processes for several verticals gave us a clear picture how to converse with our customers. They gave us what we needed to boost sales and renewals considerably."
- Jeff Wells, Senior Director, B2B eCommerce Sales and Service Symantec

"The insights and the mapping of the journey our customer's took in making decisions as well as their experiences helped to shape our strategies in marketing and sales. It allowed us to win in a highly competitive market space."
- Jeff Galt, (Former President and CEO Harcourt / Reed Elsevier) President and CEO Brass Funds

Buyer Persona Blog

May 2013

What is a Buyer Insight?

“What exactly is a buyer insight?” I was asked this recently. It made me think. It is a term you hear and easy to quickly assume you know. Turns out, there seems to be confusion given the rise in the use of the term “insight”. Defined A good place to start is with a brief answer to the question itself. Here is my guiding answer: A buyer insight is a profound, not-so-obvious, revelation as well as understanding of buyers, which leads to new innovations, value creation, marketing & sales capabilities, and business growth. The basis of this definition is a…