About the Contributor

Tony Zambito was an early advocate of the concept of "buyer personas" and uses a research-driven approach to help companies create informed marketing and sales strategies. Tony served as Chief Consulting Officer for Cooper Design, the modern-day forerunner of developing user personas to inform design strategies, and as Vice President of Sales and Marketing for TRW, Knight-Ridder, and Compaq (HP). Tony's blog, Buyerology Now offers insight into buyer behavior and how to develop strategies in today's turbulent markets.