Remove 2010 Remove Persona Remove Process Remove Purchase

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Beyond Buyer Profiling To Buyer Personification

Tony Zambito

Whereby sales organizations, in particular, went through training on how to adapt to the personalities of individuals in the buying process. With an emphasis on strategic selling and understanding the key strategic initiatives, risks factors, buying teams, buying processes, and buying criteria involved in selling.   (Many may remember profiling performed with Miller Heiman blue sheets.).

Buyer Personas: Where (and How!) to Start | B2Bbloggers.com - B2B.

B2Bbloggers

Much of what I come across still reeks of “me, me, me; we are great.” I am becoming more and more convinced that the reason for this is that marketing departments haven’t slowed down and taken the time to create buyer personas. Forget social media and content marketing for a moment, the reason buyer personas matter so much is that B2B buyers and B2B buying has changed. Right? Sign up.

Are Buyer Personas Dead?

The ROI Guy

A few articles have appeared recently touting the death of Buyer Personas, which prompted me to ask Jim Ninivaggi, Sales Enablement service lead from SiriusDecisions about whether this was really true. Over the past three years the number of stakeholders involved in a typical purchase decision has exploded by 40%. For example, take a typical phone / communications solution purchase.

6 Tips for Understanding the B2B Business Decision-Making Process.

B2Bbloggers

The marketer’s goal is to get buyers into and moving through the purchase funnel of awareness, interest, evaluation, acquisition, and loyalty. The decision-making process for purchasing business software, for example, is longer and more complex than that which involves an individual consumer and an impulse buy. Buyer Personas). Technology Naughty Vs. Nice In 2010 2.

Facebook Advertising Tricks for B2B Marketers

Buzz Marketing for Technology

After 9 years of Search Engine Marketing – I think it is safe to say any keyword you are going to buy is maxed out when it comes to the Google AdWords auction process. This is why today on Facebook seems so familiar to me – while the buying process is less about keywords and more about precise targeting – the costs seem awfully familiar. Go big and go broad with the Job Titles.

Turn B2B Buying Into a Social Experience

Tony Zambito

B2B marketing and sales has lived in a neat framework centered on the purchase transaction.    In some industries and marketplaces, this purchase transaction has been fairly straight forward.    In others, there has been a mix of complex buying and selling cycles put into play to ultimately reach a purchase transaction.  Image via Wikipedia.

Email Marketing for different buyer personas

Earnest about B2B

recently wrote about how emailing to purchased data is a waste of time and the value of progressive profiling to build-up a better insight into your contacts before you speak to them. This time I want to talk to you about how understanding and designing for different buyer personas can make sure your message/offer/product can be delivered to suit everyone (well most people at least).

33 (of the) Best Marketing Strategy Guides and Insights of 2010

Webbiquity

Big Ed’s Top 10 B2B Marketing Trends For 2010 by Marketing-Gimbal. C. Edward Brice pretty much nailed the significant b2b marketing developments for 2010 (e.g. 2010: Social Network Advertising and Marketing Outlook by Brian Solis. Re-Architecting the B2B Sales and Marketing Process for a New Decade by Reflexions. What are our key objectives for social media marketing?

5 Things You Shouldn’t Expect from Marketing Automation

Digital Body Language

However, many marketers become enamored with the latest technology and jump into marketing automation without considering the human investment and business processes needed to make their efforts successful. Whether you’re considering marketing automation or have already begun the process, you must understand exactly what you can – and can’t – achieve with the software.

Top 111 B2B Marketing Posts and 34 Hottest Topics for 2010

B2B Marketing Zone Posts

Here it is - the very best posts and the hottest topics for 2010. 50 (of the) Best Twitter Guides, Stats, Tips and Tools of 2010 (So Far) - Webbiquity , October 5, 2010. Ten reasons to blog – even if nobody reads it - grow - Practical Marketing Solutions , November 7, 2010. Marketing Genius Blog , May 25, 2010. How to Calculate Social Marketing ROI - Paul Gillin , June 24, 2010. Vital statistics for every B2B marketer - Earnest about B2B , March 16, 2010. Blog Checklist: 10 Items BEFORE You Publish… - Writing on the Web , July 14, 2010.

Predictions for B2B Marketing in 2011

Customer Experience Matrix

Mainstream B2B marketers will purchase marketing automation systems in large numbers, having finally heard about it often enough to believe it's worthwhile. But many buyers will be following the herd without understanding why, and as a result will not invest in the training, program development and process change necessary for success. The content explosion implodes: marketers will rein in runaway content generation by adopting a more systematic approach to understanding the types of content needed for different customer personas at different stages in the buying cycle.

SMB 40

The Brave New World of B2B Marketing - Are You Ready?

Everything Technology Marketing

Remember that today's prospects are actively searching for high-value information to help them better understand problems and solutions, make sense of available solutions, select the best fit for their requirements, and ultimately make an informed purchase decision? Clearly presented, educating the reader along every step of their decision making process.

Getting Back to the Roots of Buyer Personas: Interview with Tony Zambito of Goal Centric

Savvy B2B Marketing

Tony Zambito is the founder, president and CEO of Goal Centric , a strategy consulting organization with a focus in buyer insight and buyer persona development. Tony and his partner, Angela Quail, originated the development of buyer personas in 2002 based on their work with Alan Cooper, who is largely credited with the origins of user personas for the design of digital products.

Baseone Buyersphere 2011 Report and the Changing B2B Buyer Behavior

Tony Zambito

  The Basone Buyersphere Report surveys approximately 1,000 businesses, heavily comprised of UK and European firms and ranging from small to multi-national enterprises, on the steps they take in making purchases.  Reinvent B2B Sales With Buyer Personas (buyerpersonainsights.com). Use Buyer Personas to Segment by Buying Behavior (buyerpersonainsights.com).

Five Reasons You May Not Be Spending Enough on Content Marketing

Tom Pisello

Having the right content and tools to help fuel buyer’s decision making process is essential. Matter of Trust - although the research indicates that buyers truly rely on vendor content to help drive purchase decisions, with so much noise, buyers have become skeptical of vendor claims. Evidence of this shift can be found in IDC’s 2010 Customer Experience Survey.

Inside the Mind of the B2B Buyer – New Paths to Purchase

Fearless Competitor

Great insights presented last week by Genius and DemandGen Report , in the webinar  Inside the Mind of B2B Buyers: New Paths to Purchase. Reality : 7 out of 10 buyers say they start their buying process at vendor sites, not Google. The reality is that buyers move back and forth though a buying process and come up with budgets in an ad hoc approach. Love hard facts. Kaput.

Do You Have Any Idea Who You're Talking To?

Savvy B2B Marketing

This gets down to marketing basics – you need to develop buyer personas. Yet my unscientific polls show that a fair number of B2B marketers haven't undertaken the exercise of developing buyer personas. In all fairness, looking back on my days in product marketing, I don't recall many of us creating personas either. What is a Buyer Persona? to achieve their goals.

The 10 Rules for Creating a Buyer Persona: Rule 2

Tony Zambito

  They have served their purpose in looking at demographics, psychographics, customer purchasing data, geographic concentrations, and other characteristics.     Hence the next rule ( see the first rule ): Rule 2: Don’t Confuse a Buyer Persona with a Customer Profile. This is a very common misunderstanding about a buyer persona.  

B2B Marketing and Sales Books: What's On Your Summer Reading List?

Smashmouth Marketing

Note that all of the links are to Amazon, should you choose to purchase them. Jill is a master saleswoman, and she artfully delivers a message to improve the sales processes of her readers. His lessons on buyer personas (though not necessarily called that) are just as relevant today as they've ever been. The Catcher in the Rye. Moby Dick. Pride and Prejudice. Remember those?

The 10 Rules for Creating a Buyer Persona: Rule 6

Tony Zambito

  You may have recently sat in a presentation whereby you reviewed results of online surveys, viewed multiple pie charts segmenting data, analyzed customer data reports generated in multi-variant ways, and purchased industry related reports with a chockfull of relevant data.  Image by kevinzhengli via Flickr. The quest for information can be addicting.  hard lesson learned. 

Buyer Persona 2.0 – Part 5 – Who Buyer Personas Serve

Tony Zambito

  Buyer Persona 2.0 , as a discipline, must factor in these complex relationships if it hopes to present an accurate portrayal of buying decisions that take place in a B2B context.   A misconception seen over the past few years is the creation of buyer personas in a one dimensional setting. Buyer Persona Relationships.   Buyer Persona 2.0

Content Auditing and Mapping it to the Industrial Buy Cycle

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Content Auditing and Mapping it to the Industrial Buy Cycle by Achinta Mitra on September 3, 2010 in B2B Lead Generation , Content Marketing , Industrial Marketing Strategies , Integrated Industrial Marketing These days it is popular to say “Content is marketing currency.” Copyright © 2010 Tiecas, Inc.

Conduct a Content Audit For Your Content Marketing Strategy.

B2Bbloggers

About | Advertise | Submissions | Write for Us CrowdsourcedFRD Home Advertising Branding Content Marketing Lead Gen SEO-SEM Social Media More Strategy Design PR eBooks Educational Facebook Guest Posts Twitter How To Conduct A Content Audit April 27th, 2010 | By Jeff Ogden In my research I find many companies with content on their websites – white papers, e-books, webinars, etc. 

B2B Social Media as a lead nurturing tool

B2B Marketing Online

Positive and shocking statistics B2B buyers are now commonly turning to online sources for information in the collective phase of the buying process. The proactive approach is taking charge of your online persona by providing valuable content such as white papers, blogs, videos, discussion, Twitter calls for action and LinkedIn in mails. According to Zina Manda of Mardev-DM2, it takes time, effort and patience during the ‘funnel’ buying process (interest, learn, evaluate, justify and purchase) to maintain attention during the decision making stage.

The Seven Phases of the Buyer Experience Journey

Tony Zambito

  Katzenberg unveiled before the audience the experiences they underwent as they tried various story boarding processes and began using revolutionary technology to create animation like never before.    Most revealing was how many phases of production took place and how each phase was an experiential process in of itself.  Image by david_shankbone via Flickr.

Reinvent the B2B Buyer Experience to Grow Revenues

Tony Zambito

  Lack of Integrated Thinking : A tough assignment for a B2B organization is to find the means to integrate buyer interactions, marketing processes, and sales processes with that of the buyer experience journey.  Image by jackanapes via Flickr. Optimizing revenue growth is by far the toughest assignment for sales and marketing today. 

3 Ways to Enable The New Digital Buyer Journey

Tony Zambito

  The route the digital buyer persona takes today towards making a purchasing decision is a myriad of new paths along the journey brought on by traditional, digital, and social media avenues.  Image via Wikipedia. In Spain, for thousands of years Christian pilgrims have come to walk the Way of St. James where legend has it that the body of St. As with the Way of St.

The 4 B’s of Buyer Experience Innovation (2nd Rendition)

Tony Zambito

  It is fair to say that many organizations are adopting specific buying strategies whereby decisions are often made well ahead of any sales involvement and the decisions are more about who to purchase from versus what to purchase.  Buyer Personas. Buyer Personas, archetypal representations of real buyers, have enjoyed increasing attention over the past few years. 

Macro Trends Transforming the Buyer Experience

Tony Zambito

  Lauren further adds that a confluence of trends is changing the way buyers experience buying decisions and purchases.    Buyers desire the same simplification, ease of use, and ease of access that they may experience in consumer type purchases.    Image via Wikipedia.

The 4 B’s of Buyer Experience Innovation

Tony Zambito

  It is fair to say that many organizations are adopting specific buying strategies whereby primary decisions are often made well ahead of any sales involvement and secondary decisions are more about who to purchase from versus what to purchase.  Buyer Personas. Buying processes and buying decisions are being restructured many times over. 

Inside the Mind of the B2B Buyer – New Paths to Purchase

Fearless Competitor

Great insights presented last week by Genius and DemandGen Report , in the webinar  Inside the Mind of B2B Buyers: New Paths to Purchase. Reality : 7 out of 10 buyers say they start their buying process at vendor sites, not Google. Reality : Over 9 out of 10 buyers consumed content on their way to purchase — especially white papers, eBooks, webinars, podcasts, and more and more, video clips. The reality is that buyers move back and forth though a buying process and come up with budgets in an ad hoc approach. The nice and neat process of the past is dead.

Drip Campaigns: Tips From Marketing Automation Monday

LeadSloth

Several people had worked with the sales team to better understand the buying process, and one company even started a user experience group to better understand the customers. Also, lead source can give valuable clues to the desired length of the nurturing process. Purchased list: 250 days. Often, this was an automated process, using the Marketing AUtomation system's API. One company even created a fake female persona (including LinkedIn profile), because their prospects were responding way better to a female (IT audience, I guess). Database Segmentation.

5 Simple Marketing Automation Tips to Improve Conversion

It's All About Revenue

Think Beyond Job Titles Persona creation often starts with a job title. But the more nuanced your personas, the better you are able to segment and target your prospects. Other data like company size, industry, or even past purchase behavior can be included in your persona definitions and can be easily collected with your lead gen forms. VP of Marketing.

Five Reasons You May Not Be Spending Enough on Content Marketing

The ROI Guy

Having the right content and tools to help fuel buyer’s decision making process is essential. Matter of Trust - although the research indicates that buyers truly rely on vendor content to help drive purchase decisions, with so much noise, buyers have become skeptical of vendor claims. Evidence of this shift can be found in IDC’s 2010 Customer Experience Survey.