Beyond Buyer Profiling To Buyer Personification
OCTOBER 18, 2015
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.).
Are Buyer Personas Dead?
The ROI Guy
FEBRUARY 22, 2013
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. An average decision that might have had 5 decision makers involved in 2010, now has 7 people wrangling over the costs, risks and rewards of your proposal. What is their motivation?
What Marketers Need to Know about Buyer Personas: A Q&A with Adele Revella
APRIL 23, 2015
In marketing, you have to understand buyer personas. You have to understand that a buyer persona is more than just a general representation of who your buyers are. You have to know how to use buyer personas to inform and enrich your marketing efforts. You have to know how to effectively research and develop your buyer personas to keep them credible and accurate.
Marketing Automation Trends for 2010
JANUARY 12, 2010
In this post I want to focus on the trends in Marketing Automation for 2010. Megan Heuer , Research Director, SiriusDecisions. In 2010 you’ll start to hear about marketing methods. At Marketbright, we believe Agile Marketing will emerge as a popular methodology so marketing professionals can adapt and survive in 2010. Social Media Marketing FAIL: In 2010, we’ll see a lot of companies spend a lot of money trying to make a big splash into social networks and many will crash and burn. Manticore Technology wishes you a full-funnel in 2010. predictions.
Turn B2B Buying Into a Social Experience
MAY 5, 2011
It requires evaluating what approaches align with today’s social buyer personas and what spend should be devoted to providing a social experience. A key to aligning with today’s B2B buyers is to learn as much as you can about the buyer journey that is unique to your segments, marketplaces, and buyer personas. Image via Wikipedia.
Plan for the Social Buyer Before It’s Too Late
MAY 1, 2011
Morgan Stanley (2010) recently reported in a study that there are now more social network users than email users. For starters, businesses using Twitter, Facebook, LinkedIn , and other social networking platforms are expected to grow at a rate of 20%-30% this year and even at a greater rate next year (CIO Insight, 2010). Image via Wikipedia.
Top 56 B2B Marketing Posts for September 2010
B2B Marketing Zone Posts
OCTOBER 5, 2010
Best of B2B Marketing for September 2010. Best Social PR Guides and Tips of 2010 (So Far) - Webbiquity , September 1, 2010 Social media has fundamentally altered the practice of public relations. Social media and the big conversation “fail” - grow - Practical Marketing Solutions , September 26, 2010 I am feeling sad and a bit ashamed of myself. Savvy B2B Marketing , September 1, 2010 The other week I had a post on the Content Marketing Institute about how to develop an editorial calendar for content marketing. Buyer Personas. Like what? What I’m about.
33 (of the) Best Marketing Strategy Guides and Insights of 2010
FEBRUARY 14, 2011
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?
Seven Buyer and Sales Trends to Watch in 2011
DECEMBER 5, 2010
Reflecting on 2010, one cannot miss the incredible pace of change that is underway in B2B organizations as they adapt to the new state of mind of buyers. Thinking Companies will see a need to shift from solely a focus on selling processes to incorporating the sales experience into a framework of the overall buying experience. Image by Benjamin Ellis via Flickr.
How To Build An Online Community
NOVEMBER 16, 2010
This need not be a daunting process and below are some of the key steps to getting your online community off the ground and thriving. Audience segmentation plays an important role in this process. Make the necessary adjustments to the straw-model, then use the information gained from the research to complete a more tailored model with prioritized feature requirements.
25 Great B2B Content Marketing Articles
AUGUST 11, 2010
While doing research for my upcoming webinar on creating content that converts , I found many great articles on B2B Content Marketing. Personas. Adam Needles, Why ‘Personas’ Are the Key to Achieving a ‘Mass One-to-one’ Strategy. Adele Revella, How Kristine Developed a Great Buyer Persona. Tony Zambito, 10 Rules for Buyer Persona Development. Steve Woods, The Buying Process; Auditing your Content Assets. Jeffrey Ogden, Mapping marketing content across the buying cycle and personas. Here are the 25 articles that I liked best. Content Planning.
3 Pillars for Aligning B2B Marketing Content with Buyer’s Goals
MAY 17, 2010
Content that is tailored to the understanding of your target buyer persona’s goal orientation will have much more impact. Pillar Two: Gain Deep Understanding of How Content is Consumed in the Buying Process. Gaining a deep understanding of how content is consumed and for what purposes during the buying process contributes toward getting beyond parity.
Five Reasons You May Not Be Spending Enough on Content Marketing
NOVEMBER 29, 2010
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.
Print Advertising's Fit Into Today's Marketing Mix #B2Bchat Recap.
JUNE 4, 2010
B2Bchat Recap] June 4th, 2010 | By Jeremy Victor Well this week’s #B2Bchat on print advertising and where it fits into today’s marketing mix was a lively discussion. Though research @chuckmartin1 shared today suggests 66% of b2b buyers rely on trade press for information – [link]. Buyer personas should drive media selection. Technology Naughty Vs. Nice In 2010 2.
Getting Back to the Roots of Buyer Personas: Interview with Tony Zambito of Goal Centric
Savvy B2B Marketing
MARCH 22, 2010
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.
5 Ways Marketing Automation Can Funnel Better Leads to Sales
MAY 24, 2010
Lead nurturing is a content-focused process that allows you to always be relevant and constantly provide value. Lead nurturing through a marketing automation platform can be done pretty effectively, since it becomes an automated process. Technology Naughty Vs. Nice In 2010 2. Lead Nurturing One of the most noteworthy features of marketing automation is lead nurturing.
Baseone Buyersphere 2011 Report and the Changing B2B Buyer Behavior
MAY 13, 2011
While this second report highlights the continuation of the changes noted in the 2010 report, there is definitely a “more of” aspect that is revealed and a few surprises. The report revealed that 68% of buyers checked their supplier’s websites and that 65% used search engines to research the information they needed to support their purchasing process and decisions.
The Rise of the Digital Buyer Persona
APRIL 24, 2010
have been evolving the buyer persona development process as well as have been writing about buyer personas for the last eight years now. Most notably, the B2B buying process has undergone a significant transformation within the past three years. I believe what we are witnessing is the rise of the Digital Buyer Persona.
The 10 Rules for Creating a Buyer Persona: Rule 8
APRIL 27, 2010
It is quite an amazing process when they can take what looks like hopeless situations and turn dilapidated houses into dream homes. When it comes to the process of buyer persona development, one of the rules that are foundational to creating a buyer persona is: Rule 8: Goal-Centered Qualitative and Experiential Analysis is the Foundation of Buyer Persona Development.
The 10 Rules for Creating a Buyer Persona: Rule 6
APRIL 21, 2010
The sixth rule related to buyer persona development is about distinguishing information from insight: Rule 6: Buyer Persona Development is not a Quantitative Process. A cognitive dissonance occurs over sampling sizes in quantitative areas such as market research. Image by kevinzhengli via Flickr. The quest for information can be addicting.
The 10 Rules for Creating a Buyer Persona: Rule 9
APRIL 28, 2010
The buyer persona development process has an important rule related to the compass: Rule 9: The Purpose of the Buyer Persona Development Process is to Inform on Goal Centered Customer Strategies. The buyer persona development process is meant to be informing and exploratory. Image via Wikipedia.
Roger That: Developing Meaningful Buyer Persona Relationships
MARCH 28, 2010
For quite some time, in fact the last ten years, I have made the point about buyer personas being based on qualitative insights that lead to a deeper understanding of customers and buyers. When static data is used to create buyer persona profiles, it is an exercise akin to just looking at the quantitative analysis. Image by Emmanuele Contini via Flickr.
Top 24 B2B Marketing Posts in February
B2B Marketing Zone Posts
MARCH 3, 2010
February 2010. Almost) 100 (of the) Best Social Media Marketing Blog Posts and Articles of 2009 - Webbiquity , February 1, 2010 Social media marketing activity exploded in 2009, and so did coverage of these practices. So in case you missed any of these, here are almost 100 of the best blog posts and articles covering social media strategy and tactics, measurement, monitoring, research, pitfalls to avoid, policies, tools and more from 2009. Fearless Competitor , February 6, 2010 There is no question in my mind. Conduct B2B marketing research in 15 minutes or less.
The 10 Rules for Creating a Buyer Persona: Rule 2
APRIL 15, 2010
They crept their way into sales methodologies, CRM, marketing, market research, and etc. 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. Image by Trinity via Flickr. This next rule has to do with profiling.
Do You Have Any Idea Who You're Talking To?
Savvy B2B Marketing
FEBRUARY 11, 2010
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 7
APRIL 26, 2010
It also seems that in the concept of buyer personas, there has been misguided efforts to engage in an oversimplified process of creating a composite of many data points. The outcome being buyer personas resembling a wire mesh of columns and rows that have every conceivable bit of information on the “what” of a buyer persona. This leads me to the next rule: Rule 7: Avoid Building a Wire Mesh of Data Points When Creating Buyer Personas. We desire to find out as much as possible about a buyer persona.
Buyer Interaction Shapes Buyer Experience Design
OCTOBER 25, 2010
He also believed that to research this phenomenon, unstructured qualitative observation methods were the means to understand sociological human interactions. Mead was most certainly a forerunner to today’s modern methods of qualitative research. Content : The buyer experiences accessibility to rich and robust content offerings that enables research.
Understanding Buyer’s Goal Orientation Key to Understanding Why Buyers Buy
MAY 11, 2010
Buyer personas - more importantly the buyer persona development process versus buyer persona profiling - are a means for acquiring this understanding of buyer’s goal orientation and serving as a means to help businesses understand why buyers buy. Image via Wikipedia. The concept of goals has been around for centuries. Humans
Apple iPad Hits Mark With Business Buyer Persona
MARCH 31, 2010
It looks like Apple will be tapping into a distinctive buyer persona, the business professional, which may be the real winner in the introduction of the iPad. I had previously noted how Plastic Logic ’s Que , an eReader, was designed specifically with a business buyer persona in mind. It is clear that there is some thinking going on with respect to tapping into the value of meeting the needs of a business buyer persona. Included will be Apple’s iWork suite that offers word processing, spread-sheet capabilities, and a presentation application.
Buyer Persona 2.0 - Power of Buyer Insight
JANUARY 7, 2010
During the previous decade, we’ve seen a growing acceptance for the use of buyer personas to help guide effective product, sales, and marketing planning. As we enter into this new decade, it is prudent to enter into the next generation of buyer persona concepts. One of the dilemmas that the buyer persona concept faced in the previous decade is that, like any new concept that comes along, it had its fair share of misconceptions. Over the past few years, there have been many who have written about or mentioned buyer personas in various sources. Part II.
Why B2B Marketing Buyer Personas Rule
B2B Marketing Traction
APRIL 20, 2010
When I created B2B marketing buyer personas (“personae” for those of you who studied Latin) for one of my clients last year, it became crystal clear why they beat working from demographic and even psychographic profiles hands-down. Now we have marketing buyer personas. ” Here is a sample persona, modified for public use: Buyer Persona: Scott the Go-Getter.
Buyer Experience Innovation: Why B2B CEO’s Must Make It Their Top Priority
SEPTEMBER 8, 2010
Image via Wikipedia. The pressure to achieve top line revenue growth and profitable growth strategies remain as the key challenges B2B CEO’s face today. Compounding these challenges is the rapid transformation underway in the buyer-seller relationship brought on by the advent of digital marketing and social media technology.
Five New Year’s Resolutions for the B2B Marketer
DECEMBER 21, 2010
Another year has come and gone and if anyone thought that 2009 was the year of the B2B marketer, then 2010 may have trumped it. I have said before that there is no better time to be in B2B Marketing and with all the momentum that was built up this year, I am anxiously waiting for what’s to come in 2011. Most organizations will have multiple personas/profiles depending on multiple product sets and offerings. Taking the time to define and document these personas is a good first step in customer alignment. Resolution 1: Align Around Your Buyers. Marketing must follow suit.
The Design of Buyer Experience
NOVEMBER 1, 2010
Interaction modelings not only embodies the touchpoints encountered, such as web sites, channels, selling teams, and call centers, but involves modeling end-to-end processes that are designed to create adaptable buyer experience journeys for buyers who pull the levers on different paths to take. Cover via Amazon. The expression “monumental shift” is a powerful one.
6 Content Marketing Tips That Drives Leads
B2B Marketing Insider
JUNE 3, 2010
Skip to content Home About Michael Brenner Appearances B2B Marketing Insider Michael Brenner's Blog on B2B Marketing Content Marketing Demand Generation Mobile Sales Alignment Search Marketing Social Media Strategy June 3, 2010 2 Subscribe 6 Content Marketing Tips That Drive Leads Share In yesterday’s post we reviewed the The 4 Most Common Mistakes in B2B Content Marketing.
Savvy Toolkit: How to Create Buyer Personas
Savvy B2B Marketing
DECEMBER 14, 2010
And that understanding often starts with the development of buyer personas. According to Adelle Revella, who has been using buyer personas to market technology products for more than 20 years, a buyer persona is: "a short biography of the typical customer, not just a job description but a person description. The buyer persona profile gives you a chance to truly empathize with target buyers, to step out of your role as someone who wants to promote a product and see, through your buyers' eyes, the circumstances that drive their decision process."
Conduct a Content Audit For Your Content Marketing Strategy.
APRIL 27, 2010
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.
100 Social Media & Content Marketing Predictions for 2010
DECEMBER 14, 2009
Here are some of the key trends I found while reading through our expert predictions: Video will be big in 2010. Don't say it - more offline content in 2010??? The Question What is your prediction for how brand marketers will create and distribute their own content in 2010? 2010 will be about figuring out how to use it well. Online video will emerge as the most important tool for marketers in 2010. Steve Beyer 2010 will be the year of the listening to the customers needs. No kidding!
Content Auditing and Mapping it to the Industrial Buy Cycle
Industrial Marketing Today
SEPTEMBER 3, 2010
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.
A Conversation on 7 Buyer and Sales Trends to Watch in 2011
DECEMBER 19, 2010
In addition, we know from the people who survey sales trends, such as Sirius Decision , CSO Insights , and McKinsey , today’s buyers get through nearly 70-80% of the buying process BEFORE they engage with sales people. Many B2B companies still manage from these very same sales processes without regard to the entire buyer experience. Image via Wikipedia.
The 7 Principles of Buyer Experience Journey Mapping
OCTOBER 11, 2010
There are seven principles that are foundational to buyer experience journey mapping: Qualitative Research Based. To uncover a detailed buyer experience journey mapping, an organization will need to invest in qualitative research that employs ethnographic and anthropological attributes. If Processes within Processes. Design Commitment.
The Seven Phases of the Buyer Experience Journey
OCTOBER 18, 2010
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. Research. Assess. Support.
Reinvent the B2B Buyer Experience to Grow Revenues
NOVEMBER 21, 2010
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.