The art of marketing: Madlibs with @TonyZambito

Everyone is talking about buyer personas, so it is an honor to have Tony Zambito who built the original buyer persona development methodology for B2B sales and marketing. Not bad eh? As you can imagine, he is one of the foremost experts on buyer personas and a guy every sales and marketing person should follow. Today is his Madlibs – I hope you enjoy.

  1. The b2b buyer is: evolving at a faster pace than b2b marketing can keep up
  2. The biggest innovation in marketing is: I’m waiting to see it yet – most of the biggest innovations have come outside of marketing
  3. The coolest thing happening in b2b marketing is: shedding the past of gray suit thinking and embracing the art of marketing
  4. My favorite marketing book is: Drucker on Marketing by William A. Cohen – Drucker is timeless
  5. My favorite social media channel is: Twitter
  6. Social media for b2b is: more hype than reality because it exists outside of executive conscious thinking and decision-making
  7. b2b video is: promising; yet poor quality is highly visible
  8. In b2b, the idea of a funnel is: still alive but flattening
  9. The first thing every marketer should do is: dump their MBA books. They are out of date.
  10. Content marketing is: not new news. It is old news in digital form. Standards for high quality still apply.
  11. The biggest mistake marketers make is: forgetting who their customers and buyers are.
  12. The biggest myth in b2b marketing is: content marketing is the cure all for what ails b2b marketing today.
  13. My favorite marketing technology besides marketing automation is: word processor – the power of words still sells.
  14. Besides revenue, the metric every marketer must track is: the engagement level of their brand and content
  15. My most forgettable marketing experience is: listening to a VP of Marketing defend top spend of marketing dollars on direct mail.
  16. Mobile marketing is: far from ready for b2b marketing yet.
  17. The next “hot-thing” in marketing will be: addressing organization; new infusion of talent and skills to fill gaps in content strategy and buyer understanding.
  18. In 2015, marketing will: be trending towards true interactive 1:1 engagement with customers/buyers
  19. Over the next couple years in marketing, I can’t wait to see: which companies will be bold enough to transform and which will wither and fade
  20. Madlibs with the Funnelholic is: maddening nuts!

Tony is the creator and today’s leading authority on buyer personas. Buyer PersonasIn 2002, Tony established the first-ever buyer persona development methodology designed specifically for B2B Marketing and Sales. This innovation has helped leading companies gain a deeper understanding of their buyers resulting in improved business, marketing, and sales strategies. Over the past dozen years, Tony has conducted hundreds of buyer interviews and has helped some of today’s leading Fortune 100 companies acquire deep buyer insights. Providing him with a pulse on rapidly changing buying behaviors in the new digital age.

  • Hi Craig,

    It was an equal honor and privilege to be a part of Madlibs. I appreciated the chance to share with your readers and fans. And, it was maddening fun!


  • Tony, thankful for the helpful list of ideas and insights (and a dose of humor).

    My favorite item from your list is #13. Great writing hasn’t lost its edge.

    “My favorite marketing technology besides marketing automation is: word processor – the power of words still sells.”

    • Andrew, thanks for the comment and kind words. Yes – 13 – the power of words is still what marketing is about. And, yes this was maddening fun:)