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.More
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.More
"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'
eeds and decision process at their level, using their language and terminology."
- Kevin Hooper, Hewlett-Packard Company
- Kevin Hooper, Hewlett-Packard Company
"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
- 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 Marketing & Alliances Hewlett-Packard Company
- Riadh Dridi, Senior Director of Marketing & Alliances Hewlett-Packard Company
"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
- 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
- Jeff Galt, (Former President and CEO Harcourt / Reed Elsevier) President and CEO Brass Funds
Buyer Persona Blog
5 Reasons For Poor Buyer Personas Steering Marketing In The Wrong Direction
This July marks the 13th year since the first drafting of the concept and methodology for buyer persona development. Notably, in the last three years, we have seen an increase in awareness of buyer personas. Coinciding with the rise in content marketing, marketers seek to use buyer personas to help guide content strategies and tactics. With this rise in awareness also come pitfalls in having buyer personas steer marketing efforts in the wrong direction. I raise this point due to the proliferation of content on buyer personas over the past few years. Some helpful but the majority, in my opinion,…