the insights are allowing us to create more targeted content and deliver more qualified leads to sales. the buyer persona masterclass that tony ran in amsterdam, the netherlands was instrumental in helping me use narratives and storytelling to get to the core of what makes buyers tick. i would recommend anyone who is looking to deep dive into market and buyer insights to chat with tony. we now can create more personalized and relevant messaging to our customers given their buyer persona and where they are in the sales process. tony orchestrated a beautiful symphony for us bringing together various disciplines and key leaders in the company to design buyer personas for two key markets. tony did a fantastic job creating our buyer personas and the output exceeded our expectations. tony brought a high level of expertise to our client engagements as the thought leader for buyer personas.
he helped clients map out successful lead generation and content marketing programs targeted specifically to the personas. tony is the leading authority on buyer personas – a critical methodology and qualitative research process that helps organizations understand their customers. tony demonstrated his buyer persona expertise as he helped us quickly conduct buyer insights research to understand the needs of a valuable market segment. 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. we brought tony on board to help us develop our very first buyer personas. i highly recommend tony and look forward to working together in the future. we have established a common understanding around the group of personas that we potentially sell to and are now able to dial our marketing strategy in with much better accuracy.
in the 2001-2002 timeframe, the original definition of a buyer persona was established by tony zambito. buyer personas are research-based archetypal (modeled) representations of who buyers are, what they are trying to accomplish, what goals drive their behavior, how they think, how they buy, and why they make buying decisions. the results are buyer profiles instead of true buyer personas. founded by tony zambito, it is the only true buyer persona development process true to the origins of personas and goal theory. research-based: fundamental to buyer personas is they are based on qualitative and ethnographic-based interviews with real people. buyer personas can only be developed when they are developed on the foundation of conducting buyer research. the word “fictional” or an “example” has been used often to describe a buyer persona.
this is a significant inaccuracy as modeled archetypes are representative of real people. goals: buyer persona research is centered upon the principle of understanding goals and goal-directed behaviors, choices, and decisions. what we seek to deeply understand are the goals of buyers and how these goals drive their buying decisions. mental models: crucial to buyer personas is the empathetic understanding of being inside the mind of buyers. mental models help us to understand how buyers think and the motivations behind specific thought processes. this is where we use various narrative tools to tell the who, what, how, where, when, and why of buyers. a narrative will help you to understand the goals they are attempting to accomplish, why goals are important, and how they attempt to solve a goal-related problem or reach a specific goal. to truly leverage powerful buyer insights, make sure you do so with the original goal-directed buyer persona process!
founder of the buyer persona. i help business leaders gain buyer insights to deeply understand their buyers’ goals, fulfill them better than anyone, and grow tony is the leading authority on buyer personas – a critical methodology and qualitative research process that helps organizations understand their customers. buyer personas are research-based archetypal (modeled) representations of who buyers are, what they are trying to accomplish, what goals drive their behavior,, tony zambito baseball, tony zambito baseball.
read writing from buyer persona by tony zambito on medium. founder of the “buyer persona” concept used worldwide to understand buyer behaviors and decisions, . who is tony zambito? who is your buyer persona? what is meant by buyers persona? what is negative buyer persona?
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