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Tony Zambito

Founder of Buyer Persona at Tony Zambito

New York, United States

In 2001, Tony Zambito innovated the concept of BUYER PERSONA. A new way of understanding buyers that radically changed how businesses, marketing, and sales view and interact with their buyers. Twenty years later, the concept of buyer personas is used worldwide as a research and insights method to understand buyers and customers at a deeper level.

Tony pioneered the cutting-edge principles of BUYER INSIGHTS RESEARCH. Creating the bedrock goal-directed research methodology that helps companies to achieve deep buyer insights. Revealing buyer behavioral insights that are narrated through groundbreaking buyer personas and buyer persona mapping tools.

For over twenty years since the founding of buyer personas, Tony Zambito has helped many of today’s leading organizations. Including the likes of FedEx, IBM, HP, GE, Reuters, Thomson Reuters Financial, Microsoft, Genesys, and many more. Leading to significant growth achievements and closer relationships with their buyers and customers.

Prior to the founding of BUYER PERSONA, Tony witnessed the birth of user personas in the mid to late 1990s, to help inform product and software design strategies. Becoming Chief Consulting Officer for the creative interaction design agency Cooper, founded by Alan Cooper, helping to secure innovative user-centered design engagements.

Before Tony’s involvement with the world of personas and buyer insights, he served as a distinguished senior executive. Including pioneering the role of Vice President, Customer Management. Tony has served as Vice President, Customer Management, Vice President, Strategy, Vice President, Sales, and Vice President, Marketing for TRW, Knight-Ridder, and Compaq/HP.

Tony Zambito holds an MBA degree in Marketing Management and a B.S. degree in Business Administration with a minor in Anthropology.

Available For: Advising, Authoring, Consulting, Influencing, Speaking
Travels From: New York
Speaking Topics: Make Buyer Insights The Driver of Strategy, The Real Truth Behind Buyer Personas, How to Deeply Understand Buyers

Tony Zambito Points
Academic 0
Author 15
Influencer 32
Speaker 0
Entrepreneur 0
Total 47

Points based upon Thinkers360 patent-pending algorithm.

Thought Leader Profile

Portfolio Mix

Company Information

Company Type: Individual
Business Unit: Insight
Minimum Project Size: Undisclosed
Average Hourly Rate: Undisclosed
Number of Employees: Undisclosed
Company Founded Date: Undisclosed

Areas of Expertise

Business Strategy 30.52
Change Management
Culture
Customer Experience 30.25
Customer Loyalty
Design Thinking
Digital Disruption
Digital Transformation
Ecosystems
Future of Work
Innovation
Leadership
Marketing 30.24
Sales
Startups

Industry Experience

Aerospace & Defense
Agriculture & Mining
Automotive
Chemicals
Consumer Products
Financial Services & Banking
Healthcare
High Tech & Electronics
Higher Education & Research
Insurance
Manufacturing
Media
Oil & Gas
Pharmaceuticals
Professional Services
Travel & Transportation
Utilities
Wholesale Distribution

Publications

15 Article/Blogs
From Fragmented to Unified Insight-Driven Buyer Strategies
Import from medium.com
February 21, 2022
B2B Leaders Must Develop Unified Approaches to Buyer Strategies and Customer-CentricityEven though the business world is experiencing tumultuous change, B2B’s structure and governance are still very much fragmented. Hierarchy dominates. Functions and departments are represented by an elevator butt

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Tags: Business Strategy, Customer Experience, Marketing

Expanding on the Great Buyer Resignation
Import from medium.com
February 18, 2022
Buyers Are Walking Away From ObnoxiousnessThe Great Buyer Resignation is generating plenty of interest. Buyers are walking with their feet. Walking away from selling that is terribly out of synch.In this video, based on buyer interviews, I go through 9 reasons why buyers are resigning from the sell

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Tags: Business Strategy, Customer Experience, Marketing

Why Earned Buyer Insights Are Vital to the Future of B2B Marketing
Import from medium.com
February 15, 2022
Earned Buyer Insights Are Critical to Being Relevant to BuyersAt 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

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Tags: Business Strategy, Customer Experience, Marketing

The Future of B2B Buying is Closer Than We Think
Import from medium.com
February 14, 2022
B2B Sales and Marketing Executives Need To Adapt to Digital B2B BuyingI 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 o

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Tags: Business Strategy, Customer Experience, Marketing

Buyer Persona Blog
Buyer Persona Blog
February 08, 2022
Since 2011, writing extensively on the topic of attaining a deeper understanding of buyers and how to help buyers fulfill their goals.

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Tags: Business Strategy, Customer Experience, Marketing

If You Cannot Answer Why Buyers Buy — You Cannot Lead
Import from medium.com
February 08, 2022
If You Cannot Answer Why Buyers Buy — You Cannot LeadAt the center of leadership is the ability to answer this question.Important to leadership yesterday, today, and in the future is the ability to answer important “Why” questions. A significant trait that is necessary to lead organizatio

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Tags: Business Strategy, Customer Experience, Marketing

Rethinking Buyer Insights in a Changing World
Import from medium.com
February 04, 2022
Business Leaders Must Adapt Buyer Insights Generation To Rapid Pace Of ChangeThe 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 a

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Tags: Business Strategy, Customer Experience, Marketing

Building an Early Buyer Insights System Can Save You Trouble
Import from medium.com
February 02, 2022
Early Buyer Insights Can Alert Leaders To Risks And OpportunitiesWe 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 an

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Tags: Business Strategy, Customer Experience, Marketing

How Business Leaders Can Guard Against Inaccurate Preconceived Notions About Buyers
Import from medium.com
January 26, 2022
Challenging Preconceived Notions About Buyers is a Two-Way StreetBuyer Persona preconceived notionsOver 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 exi

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Tags: Business Strategy, Customer Experience, Marketing

Put Insights at the Heart of Buyer-Focused Strategies
Import from medium.com
January 21, 2022
Business leaders must aspire for human-centered insights, not just intelligenceMany 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 analyt

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Tags: Business Strategy, Customer Experience, Marketing

Buyer Insights Are a Matter of Interpretation
Import from medium.com
January 20, 2022
The critical skill of interpreting buyer insights is needed to achieve actionable outcomesA common thread in the many executive-level conversations and interviews I have had in the last twenty years is that of a lack of insights. Specifically, a lack of insights into their buyers and customers. The

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Tags: Business Strategy, Customer Experience, Marketing

Buyers Want You to Shape a Better Future
Import from medium.com
January 19, 2022
An organization’s brand vision must show a better future for buyersbuyer persona brand visionWe are living in what can seem like a never-ending time of unpredictability and instability. Two years into a worldwide pandemic. It is a long time. With no predictable end in sight. I referred to this t

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Tags: Business Strategy, Customer Experience, Marketing

How To Meet Buyers’ Goals in an Era of Uncertainty
Import from medium.com
January 18, 2022
To Accelerate Growth in Uncertain Times, Leaders Need Insights on How Buyers’ Goals are ChangingWe have entered a pronounced Era of Uncertainty. The past year has bedeviled both suppliers and buyers in the world of commerce. What was once dependable is no longer. Uncertainty has always been an el

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Tags: Business Strategy, Customer Experience, Marketing

The Essay by Martin Luther King, Jr. That Lives Large In Jazz
Import from medium.com
January 17, 2022
King spoke to the significance of jazz in cultureIn 1964, Martin Luther King, Jr. penned an essay concerning the significance of jazz. The essay was written at the request of the organizers of the 1964 Berlin Jazz Festival. While one of Dr. King’s lesser-known speeches, it remains as one of the m

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Tags: Business Strategy, Customer Experience, Marketing

Are You Future Intelligent?
Import from medium.com
January 16, 2022
Leaders will need to develop skills to translate AI into intelligence that shapes the futureAnticipate, readiness, preparedness, forward-looking, foresee, envision, and predict. Powerful words with a common thread in leadership. Leaders in business, politics, arts, culture and civic governing all m

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Tags: Business Strategy, Customer Experience, Marketing

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