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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.).

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. 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?

Turn B2B Buying Into a Social Experience

Tony Zambito

  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.

What Marketers Need to Know about Buyer Personas: A Q&A with Adele Revella

CMO Essentials

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.

Plan for the Social Buyer Before It’s Too Late

Tony Zambito

  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.

3 Pillars for Aligning B2B Marketing Content with Buyer’s Goals

Tony Zambito

  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

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.

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

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. 

Print Advertising's Fit Into Today's Marketing Mix #B2Bchat Recap.

B2Bbloggers

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.

5 Ways Marketing Automation Can Funnel Better Leads to Sales

B2Bbloggers

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.

25 Great B2B Content Marketing Articles

LeadSloth

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.

The Rise of the Digital Buyer Persona

Tony Zambito

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.

Top 24 B2B Marketing Posts in February

B2B Marketing Zone Posts

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.

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 8

Tony Zambito

  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

Tony Zambito

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

Tony Zambito

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

Tony Zambito

  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.

Buyer Interaction Shapes Buyer Experience Design

Tony Zambito

  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.

Seven Buyer and Sales Trends to Watch in 2011

Tony Zambito

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.

The 10 Rules for Creating a Buyer Persona: Rule 2

Tony Zambito

  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. 

The 10 Rules for Creating a Buyer Persona: Rule 7

Tony Zambito

  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

Five New Year’s Resolutions for the B2B Marketer

ANNUITAS

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. 

Buyer Experience Innovation: Why B2B CEO’s Must Make It Their Top Priority

Tony Zambito

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. 

Apple iPad Hits Mark With Business Buyer Persona

Tony Zambito

  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

Tony Zambito

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.

6 Keys for Creating Compelling White Papers

Agile B2B Copywriter

Tweet In the latest 2010 B2B Technology Collateral Survey Report business to business technology marketers found out what works when trying to influence their prospects. Done well, white papers can mean the difference between a prospect engaging in the sales process with you, rather than the competition. Don’t title your white paper like a research project in school.

Paper 11

Why B2B Marketing Buyer Personas Rule

B2B Marketing Traction

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.

The Design of Buyer Experience

Tony Zambito

  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. 

Savvy Toolkit: How to Create Buyer Personas

Savvy B2B Marketing

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."

A Conversation on 7 Buyer and Sales Trends to Watch in 2011

Tony Zambito

  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

Tony Zambito

  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

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.  Research. Assess. Support.

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. 

B2B Imperative: Reinvent the Sales Experience

Tony Zambito

  For the past thirty to forty years, sales have focused on relationship building, methodology, and processes.  On Amazon, over 1,500 titles in sales process and over 500 titles in sales process management are listed in their book category.    Sales management has become defined primarily by implementing and enforcing methodology and processes

Is it Time to Reframe the Sales and Marketing Alignment Debate?

Tony Zambito

Image by J. Stephen Conn via Flickr. We, as a country, have just witnessed another mid-term election of the House as well as Governor races in various states.    Opposing sentiments are running deeper and the polarization continues to put a paralyzing stranglehold on the Congress and Senate.    It is very possible we may be having the wrong debate.

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

Tony Zambito

Buyer Personas. Buyer Personas, archetypal representations of real buyers, have enjoyed increasing attention over the past few years.    Buyer personas have their roots in design principles and are of immense value when they are built on the foundation of qualitative research and put into action contextually through scenarios, narrative stories, and mapping. 

Buyer Personas: How to Deliver Relevant Content to B2B Buyers

Savvy B2B Marketing

New research from Frost & Sullivan, the Growth Partnership Company, and demand-generation agency Bulldog Solutions confirms that even high-performing marketers struggle to consistently produce compelling content. Of the 250 B2B marketers surveyed between June 2009 and January 2010 for the Executive Benchmark Assessment , less than half (46%) have developed buyer personas.

Buyer Persona 2.0 – Part 3 - Understanding Buyer Goals

Tony Zambito

In this segment of the Buyer Persona 2.0 series I would like to talk about an often overlooked aspect of buyer personas.   Previously in Buyer Persona 2.0 – Part 1 , I reviewed the importance of buyer insight. As a starting place, it is important to note the differences in goals related to design personas as opposed to buyer personas.