tony zambito

  • 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 been an accepted paradigm regarding B2B buying decisions. This paradigm consisted of an unquestioned notion that B2B buying decisions were disciplined, rigorous, process-based, and rational.

    B2B Marketing Insider- 13 readers -
  • 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 and content marketing. The statistics on surveys from Forrester, McKinsey, IBM, Sirius Decisions, and others have all been surprisingly constant. Reflecting the fact of sixty-five to seventy percent of content goes unread or is found irrelevant.

    B2B Marketing Insider- 8 readers -
  • 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 social media, it is easy to lose sight of this most basic principle, which has existed for centuries. The impact of digital and social technologies on the nature of buying and selling, however, cannot be understated.

    B2B Marketing Insider- 9 readers -
  • 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 daily basis. For example, we may decide to skip the fudge brownie desert in light of health goals we are pursuing. On a much larger scale, goals are at work influencing choices and high stake decisions such as investments in new technology or services.

    B2B Marketing Insider- 6 readers -