Tony Zambito

Ukraine commercial and political response

The World Must Respond Commercially and Politically to Threats Against a Free World

Commercial and Political Responses Must Resolve to Stop Russian Aggression Nearly ninety years ago, we saw a forceful head of state annex what he called “homeland” territories.  Made sham promises to countries such as England.  Invade countries under false pretexts such as Czechoslovakia.  The threatening clouds of his real designs were visible yet deemed as …

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Buyer Activism Will Rise Among B2B Buyers

Buying Decisions Are Affected By Intensified Buyer Activism Sentiments During the past decade, we have seen a significant rise in consumer activism. And that has translated to a rise in both brand activism as well as shareholder activism. We have seen consumers changing buying behaviors with their pocketbooks. Refusing or boycotting certain brands due to their social or …

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ESG Accountability

The Significance of ESG in a New World Order of Business

Businesses Will Need To Reassess ESG Stance Beyond Just Environment The Russia-Ukraine conflict is ushering in a new world order of business.  While our eyes were focused on whether we will enter a post-pandemic or an endemic way of handling the COVID-19 virus, another tectonic shift was happening.  It happened this past week with the …

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buyer persona face headwinds

4 Headwinds B2B Buyers Will Face in the Future

B2B Buyers Will Endure Ongoing Challenges Ahead From an overarching perspective, some industries have enjoyed a robust recovery coming out of the pandemic while others are still in a slow slog.  In engaged B2B buyer research I have been conducting, there appear to be strong headwinds ahead for buyers to contend with.  Inflation will only …

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Why Earned Buyer Insights Are Vital to the Future of B2B Marketing

Earned Buyer Insights Are Critical to Being Relevant to Buyers At the start of the year, I elaborated on the idea that empathy is derived from a place of deeper understanding. In today’s business climate, the right to gain this deeper understanding must be earned.  For leaders, it is easy to say to their teams …

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digital b2b buying

The Future of B2B Buying is Closer Than We Think

B2B Sales and Marketing Executives Need To Adapt to Digital B2B Buying I recently read a thought-provoking article on the future of B2B buying by Brent Adamson, the author of the Challenger Sale and The Challenger Customer.  Brent also serves as Distinguished Vice President for Gartner.  He has been one of the brightest thinkers when …

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Rethinking Buyer Insights

Rethinking Buyer Insights in a Changing World

Business Leaders Must Adapt Buyer Insights Generation To Rapid Pace Of Change The world continues to evolve.  The pace of change like it has never been.  Certainty and predictability are illusory in nature.  What we have learned, in the past two years especially, is that buyers’ goals and behaviors are undergoing constant change.  As are …

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early buyer insights system

Building an Early Buyer Insights System Can Save You Trouble

Early Buyer Insights Can Alert Leaders To Risks And Opportunities We are living in a time like no other.  Where predictability is more elusive than we could have ever imagined.  Buyers, consumers, and people, in general, are changing their behaviors continuously and rapidly.  The heads of many buyers and consumers spin as each bit of …

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Buyers preconceived notions

How Business Leaders Can Guard Against Inaccurate Preconceived Notions About Buyers

Challenging Preconceived Notions About Buyers is a Two-Way Street Over the course of many years and just a few years as well, business leaders and organizations can develop preconceived notions about buyers and customers.  In large organizations that have been in existence for decades, preconceived notions can become institutionalized.  Becoming like dogma with multiple stories …

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buyer insights buyer persona

Put Insights at the Heart of Buyer-Focused Strategies

Business leaders must aspire for human-centered insights, not just intelligence Many businesses today, in their marketing and sales operations, have an insatiable thirst for data and intelligence about their buyers and customers.  The last two decades have seen a rapid rise in multiple forms of analytics and intelligence applications.  Starting with simplified data software programs …

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