Tony Zambito

DECEMBER 20, 2015

A recent survey conducted by Cintell*, entitled 2016 Benchmark Study On Understanding B2B Buyers , indicates that high performing organizations utilized qualitative research for their buyer personas. The study focused entirely on the use of buyer personas for understanding B2B buyers. This is a welcome shift. Communicating The Value.

Buyer Personas 100

Buyer Personas Research Studies Demand Generation Agencies 100

Tony Zambito

OCTOBER 26, 2015

As mentioned in previous articles, CMOs in particular, will now have to succinctly discern between buyer profiling and buyer personas. (This discernment is needed for it is unfortunate that conventional buyer profiling and win/loss analysis is being repackaged, if you will, as buyer personas by agencies and individual consultants.

Buyer Personas 100

Buyer Personas B2B Paid Search Agency Ideal Customer Profiles 100

Tony Zambito

JUNE 26, 2016

For example, some content marketing pundits believe you should separate out audience personas. Because these are different, in theory, from your buyer personas. I believe this approach may only exacerbate the compartmentalization based on the faulty premise of making personas about the “who”.

Buyer Personas 104

Buyer Personas Research B2B Fulfillment 104

Tony Zambito

NOVEMBER 1, 2015

In this same survey mentioned above, it was found 50% or more of marketers surveyed have not engaged in researching and creating buyer personas for their marketing efforts. One of the key premises of user personas and buyer personas, since their origins, are they can foster a common view of customers within organizations.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles B2B Marketing Paid Search Agency 100

Cintell

APRIL 21, 2015

At its very basic level, a “persona” is a character. Personas in the world of music refer to an artist assuming a role that matches the music they sing (think Ziggy Stardust adopted by David Bowie). In psychology, a persona can refer to the mask or appearance one presents to the world. Do you know the difference?

Work Management 100

Work Management Buyer Personas Marketing Management Cross-Selling 100

KEO Marketing

OCTOBER 30, 2017

Persona based marketing helps you provide structure and insight to your company’s inbound marketing campaigns. Buyer personas incorporate customer demographics, behavior, motivations, and goals. Leveraging persona based marketing also helps with product development and functional alignment within your company.

Paid Search Agency 48

Paid Search Agency Planning Buyer Personas Advertising Agencies 48

Tony Zambito

MARCH 12, 2017

B2B companies are faced with the most transformative era in business history. On a greater scale than that of the first Industrial Revolution over a century ago, we are witnessing a technological and digital revolution that will disrupt business-to-business profoundly in the next 10 years.

Buyer Personas 251

Buyer Personas B2B Digital Transformation B2B Sales 251

Tony Zambito

APRIL 27, 2020

For many businesses across the globe whether in business-to-business or business-to-consumer, pressing questions are top of mind. When I first founded the concept of buyer personas back in 2001-2002, the intent was to help organizations to achieve a deeper understanding of their buyers and customers.

Buy 182

Buy Buyer Personas Ideal Customer Profiles Amazon 182

Webbiquity

MAY 11, 2021

Every business-to-business (B2B) organization needs to make the most of limited time and resources. Efficiency is vital to conserving cash , the lifeblood of all businesses (startups particularly) that enables them to profitably grow revenue. Part of your audit should include creating buyer personas.

Efficiency 294

Efficiency Paid Search Agency Companies B2B 294

Inbox Insight

NOVEMBER 15, 2021

Market intelligence customized specifically to your business plays a pivotal role for B2B marketers looking to unlock specialist B2B insights around their audience and understand real-time demand of their target personas. Business to business market research is very much the same. Reading time: 3 minutes.

Ideal Customer Profiles 98

Ideal Customer Profiles Planning Demand Generation Marketing Plans 98

SnapApp

FEBRUARY 23, 2015

We might think of B2B as selling “business to business,” but as we love to say around here, it’s all just human-to-human (do I sound like a broken record yet?). If you’ve started developing buyer personas , you’re well on your way to matching your marketing up with your audience’s specific needs and interests.

Buyer Personas 48

Buyer Personas Tactics Top of Funnel Funnel Advertising 48

Tony Zambito

JUNE 16, 2020

Business-to-Business has done what can be characterized as a slow crawl towards online commerce. Especially for the next two years as the world awaits a vaccine. Or, if a vaccine cannot be discovered, the virus somehow goes into remission. B2B Accelerates Online Commerce.

Digital Transformation 162

Digital Transformation Buyer Personas Business Work Management 162

Tony Zambito

MARCH 6, 2017

It is troubling to see in the world of buyer personas, for instance, many mistakenly created buyer personas representative of buyer intelligence rooted in the past. As opposed to being representative of true insights into the new era of business evolving today. Rooted in the past as the world spins by them at a rapid pace.

Digital Transformation 253

Digital Transformation Buyer Personas Lead Ranking B2B 253

Tony Zambito

OCTOBER 14, 2018

In several buyer persona research engagements within the past three years, this has become noticeable. Resulting in multiple buyer personas with multiple buying experience views. Here is one interviewee from a buyer persona research engagement that gave a clue: “I was on a quest to find an answer. What is it more like then?

Marketing AI 174

Marketing AI Buyer Personas Top of Funnel Digital Marketing Funnels 174

Tony Zambito

MAY 31, 2017

People/Team Insights – recently, I came across articles regarding defining buyer personas for ABM. With importance given to going beyond simplistic personas or role descriptions. Offered up for reading amounted to nothing more than what existed back in the days of Miller Heiman and glorified job descriptions.

Account Based Marketing 211

Account Based Marketing ABM Digital Transformation Paid Search Agency 211

Tony Zambito

JANUARY 29, 2017

In my article Rethinking Buyer Personas In An Era Of Digital Transformation , I presented four trends impacting the state of buyer persona development. Whereby, rethinking buyer persona development and insight gathering in a digital-centric world becomes a necessity. This applies to buyer persona development today.

Digital Transformation 100

Digital Transformation Buyer Personas Ideal Customer Profiles B2B Thought Leadership 100

Sprout Social

JULY 1, 2021

But for business-to-business (B2B) companies, the strategy shifts from a broad audience to a very specific one. Create buyer personas. A key part of conducting B2B market research for your company includes creating buyer personas. Make it a template so you can easily fill it in for each persona.

SEO 124

SEO Top of Funnel Buyer Personas B2B 124

Launch Marketing

APRIL 19, 2023

When you think of “B2B” marketing, you think of “Business to Business,” not “Business to Customer.” These marketing efforts should keep customers top of mind at an individual buyer persona level while considering the broader needs of the organizations that these personas represent.

Top of Funnel 118

Top of Funnel Tactics B2B Marketing Work Management 118

Vision Edge Marketing

MAY 3, 2022

If you’re wondering whether there’s money to be made with the strategy, we only need to look at Siete Foods, a family-owned business which started in 2014 with grain free tortilla chips and in 7 years reached an estimated revenue of $21 million. Niches offer the same benefits in business-to-business. . . That’s a lot of chips.

Organization 226

Organization Marketing Strategy Marketing & Strategy Work Management 226

Tony Zambito

SEPTEMBER 28, 2016

In business-to-business and consumer industries, the influence of goal-directed behaviors can be significant determinants of how choices and buying decisions are made. Oftentimes, marketers are given or creating buyer personas in which the emphasis is on factual data. Buyer’s Journey Is A Pursuit.

Buyer Personas 100

Buyer Personas Buyer's Journey Case Studies Buy 100

SalesIntel

JULY 21, 2023

Business-to-business search engine optimization, or B2B SEO, is an online marketing strategy with two closely connected goals. The basic objective is to improve your rankings in the search engine results and boost your SEO to make it easier for businesses that are interested in your products or services to find your website.

B2B Sales 52

B2B Sales SEO Buyer Personas Marketing & Strategy 52

Tony Zambito

JULY 17, 2016

This is also an important principle behind buyer insights research and buyer persona development. The many articles, books, and promotional material written about buyer personas, in general, are missing this key point. This issue is prevalent in misguided buyer personas also. Tasks Versus Goals. I don’t think so.”.

Intent 100

Intent Buyer Personas CMO Work Management 100

ClickZ

JULY 30, 2020

Therefore, developing personas can help with understanding what your audience cares to receive. A persona addresses the needs, challenges and motivations of your audience. When creating personas, it is important to understand your audience demographics, such as their age, gender, family situation and location.

Marketing Automation Services 144

Marketing Automation Services Marketing Automation Work Management Email Marketing 144

Tomorrow People

MARCH 8, 2018

Content also has a big part to play in business. This can be business-to-consumer (connecting with people through positives like pleasure) or business-to-business (helping people to resolve their problems). Three listening resources no business should be without. Your marketing personas.

Marketing Budget 267

Marketing Budget Top of Funnel Lead Scoring Lead Ranking 267

NetLine

JULY 5, 2023

So, it is a good idea to not rule out potential customers simply because they don’t fit previous buyer personas. This applies to both business-to-consumer (B2C) and business-to-business (B2B) data. Repeat that many more times and you can have a rudimentary buyer persona that can inform your overall content strategy.

Intent 98

Intent Work Management Marketing Management Business 98

markempa

SEPTEMBER 29, 2014

Idea #4: Map content and message based on role or job function personas. Effective lead nurturing starts with listening to customers to truly understand them, and then it requires identifying the personas of your audience. Lead Nurturing B2B business-to-business email Email marketing event personas'

Lead Nurturing 120

Lead Nurturing Relevance Leads Lead 120

Webbiquity

JANUARY 19, 2023

Business-to-business (B2B) and business-to-consumer (B2C) marketing are two distinct types of marketing strategies with different focuses. B2B is focused on developing relationships between businesses, while B2C is focused on connecting directly with end consumers. Contributed post.

Work Management 217

Work Management Marketing Management B2B Marketing B2B 217

Tony Zambito

NOVEMBER 22, 2015

2 – Persona-Based Common Views. One of the central purposes of personas, archetypal representations of customers and their goal-directed behaviors, is to help enterprises develop a common view of customers. Organizations should strive to develop buyer personas , user personas, and customer personas.

Buyer Personas 100

Buyer Personas Lead Ranking Buy Research 100

Tony Zambito

MAY 23, 2017

Buyer personas are intended to convey buyer insights specific to these underlying and often below the surface goals and motivations. Many buyer choices and decisions involve underlying and often hidden goals and motivations.

B2B Marketing 227

B2B Marketing Planning Buyer Personas B2B 227

Tony Zambito

MARCH 6, 2016

In my years since launching Buyer Persona Research , the most successful companies utilizing buyer personas have made it about the latter – not the former. That is, making their buyer personas about customer research and not confirming existing buyer profiling assumptions. Myths Hurting B2B Marketing And Sales.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles B2B B2B Sales 100

6sense

DECEMBER 8, 2021

Even with the availability of new communication tools, I find that email remains the predominant channel for business-to-business (B2B) sales and marketing. It’s critical to understand the account attributes — what makes these accounts similar, what they really care about, the buying team personas and how to create value.

Ideal Customer Profiles 62

Ideal Customer Profiles Marketing AI Account Based Marketing ABM 62

Tony Zambito

OCTOBER 18, 2015

When Alan Cooper originated the concept of (goal-directed) personas for user-centered design in the 1990’s, it coincided with the publishing of The Digital Economy by Don Tapscott. Buyer personas are an extension of this concept regarding how to understand buyers in this humanizing context.

Ideal Customer Profiles 100

Ideal Customer Profiles Profiling Buyer Personas Marketing Management 100

Tony Zambito

NOVEMBER 2, 2016

Today’s companies, in consumer or business-to-business markets, are faced with varying degrees of vulnerabilities to innovative digital transformation. Both consumer and business-to-business expectations have risen considerably on both fronts in the past few years. Vulnerability Applies To All – So Does Opportunity.

Organization 100

Organization Enterprise Management Marketing Strategy Marketing & Strategy 100

Tony Zambito

SEPTEMBER 19, 2016

This is true even with efforts being performed in buyer profiling and buyer personas. Where misinformation about buyer personas is rampant. And, buyer profiles and buyer personas are being tied to specific “campaigns” with emphasis on factual information.

Buyer Personas 0

Buyer Personas Planning Paid Search Agency Content 0

SalesIntel

JULY 13, 2021

A B2B marketing strategy focuses on business-to-business sales. You need to gear the content you create at other businesses or organizations rather than individual consumers. Unlike B2C (business-to-customer) strategies, B2B tactics need to consider the various stakeholders who impact the purchase decision. Get Personal.

Sales Management 98

Sales Management B2B Marketing Personalization Planning 98

Tony Zambito

DECEMBER 13, 2015

Buyer research intended for buyer personas specifically is designed to help organizations develop deep customer understanding at the underlying layer – the deeper second layer of behaviors and influence. Unfortunately, due to the rise in popularity, the term buyer persona is being used incorrectly to represent the first layer.

Buyer Personas 100

Buyer Personas Lead Ranking B2B Sales Research 100

Lake One

OCTOBER 26, 2023

So, where does business-to-business (B2B) advertising fit into this strategy? Inbound generally focuses on buyer personas creates content and motions to capture demand from buyer personas looking for solutions to a pain identified in buyer persona research.

Account Based Marketing 63

Account Based Marketing Advertisements Advertising Ideal Customer Profiles 63