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Tony Zambito

Why Context, Not Content, Is King In Marketing

Context in Marketing

This piece from Tony Zambito starts off the new year with the basics of what Curatti is actually all about. Context is the differentiator in Content Marketing. This is another installment in our “Great Articles You may have missed” series. Context Is King The transformation to a digital economy has shifted behaviors considerably in the…


Tony Zambito

Understand The Intent and Goals Of Buyers: Transform Marketing

Understanding Buyer Goals and Intent can help marketing

People and professionals in organizations can have different intentions while working towards the accomplishment of organizational, as well as, individual goals.  Understanding the difference between intent-driven and goal-driven behaviors allows for deeper levels of understanding buyers (customers).  Doing so will lead you to more effective online engagement, content design, and sales conversations. The relationship between…


Tony Zambito

Use Buyer Persona Research For Content Personalization

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It is clear that one of the top challenges facing marketing, especially B2B marketing, is the ability to connect with potential buyers on a personal level.  Recent surveys of marketing professionals by Rapt Media, Forrester, Seismic, SAP, IBM, and others all indicate that content personalization remains the biggest challenge for marketers this year and for…


Tony Zambito

B2B Content Marketing: Is More Really Less?

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Sometimes more is truly less.  When it comes to the state of B2B content marketing and engagement, this proverb is on the mark.   According to a recent study by Track Maven, one among a few on this topic, shows both B2B and B2C marketers have increased their publishing of content in 2015 by as much…


Tony Zambito

How To Build Trust With Customer-Focused Content

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The explosion of content in the digital world is an unprecedented phenomenon just a few could have predicted twenty-five years ago.  Content is ubiquitous in all phases of life and in business.  In fact, it is getting harder and harder to find a slice of time where content is not invading precious personal or business…


Tony Zambito
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 In 2016, we will mark the fifteenth year since buyer personas were first introduced.  The journey, however, continues towards professionals and organizations gaining a true understanding of what buyer persona development entails. What is clear is buyer personas are now entering the mainstream of dialogue when it comes to overall customer understanding.  Incorporating Survey Data…


Tony Zambito

Mapping Buying Experiences To Align With Buyer Goals

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Engaging new buyers and repeat customers are the lifeline to achieving growth.  While the context of these fundamental challenges has changed via digital technologies, they nevertheless are constant pressures. Recent surveys of CEOs by IBM, PWC, and KPMG all point to major concerns and priorities in expanding the lifeline to growth. Creating distinctive and engaging…


Tony Zambito

How B2B Marketers Can Help Buyers Achieve Their Goals

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Many CMOs today are faced with a dilemma.  As digital interactions and media become more intertwined into everyday life, marketers need to respond.  Respond with content and media that fits into the new world of digital commerce.  Yet, as CMOs invest and allocate more to content and digital media, the returns are not occurring as…


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Jan Gordon

Look At The World Through The Eyes Of Your Buyers

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By Tony Zambito One of my favorite visits as a young person was to the House Of Mirrors at the amusement park.  It fascinated me how the mirrors distorted the way we looked and how they reshaped our faces.  Having fun with facial and body gestures to make myself look even more different. Companies today,…


Profile photo of Jan Gordon
Jan Gordon

The Connection Between Emotions & Goals In B2B Buying

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By Tony Zambito 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.   In essence, a…


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