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Confusing Customer Segmentation, Buyer Profiling, and Buyer Personas Harms Marketing

Tony Zambito

Compounding the issue today is the prevalent use of the term buyer persona to describe customer segmentation and buyer profiling efforts.   The issue I am referring to is the confusion that can surround distinguishing between customer segmentation, buyer profiling, and buyer personas today. Customer Segmentation. Confusion by Adam Gale. Professions. Roles. Firmographics.

How to Write a Creative Brief for Your Next Video Project (with Template)


This is true whether it’s for climbing up (and down) a mountain or for producing a marketing video for your business. Past customers have included real estate agents, enterprise companies, political campaigns, electric vehicle startups, financial advisors, dentists, attorneys, digital marketers, business coaches …  and the list goes on. What is your business objective?

The Social Media Publishing Schedule Every Marketer Needs [Template]


Here at HubSpot, we've created a templated schedule that we fill in at the same day and time every single week for the following week's social media content. So we thought it was high time we share that social media scheduling template with you, and walk you through exactly how to fill it out. Now, let's talk about how to set up your social media content in advance with this template.

11 Types of Marketing Emails You Could Be Sending [+ Free Templates!]


We've already built seven sets of five different email templates for you to download for free , so you can get designing in no time! Once you download your free templates, you'll be able to create many of the following 11 different types of marketing emails with the greatest of ease -- and design proficiency! Do you maintain a business blog for your company (hint: you should !)?

5 Things Your Business Must Consider About Outsourcing Customer Research


As buyers change, organizations are working to stay on top of shifting trends and customer preferences. At a deeper level, customer research can reveal what’s going on in the minds of buyers, giving companies critical insights that can guide strategic decisions. Keeping with this metaphor, many marketers choose to enlist the help of a personal trainer when it comes to buyer persona or related customer research. Personas created from these templates often ultimately need to be redone, re-thought, and re-created to become useful, actionable tools. Read more ).

New Marketing Automation Options for Small Business in the VEST Report

Customer Experience Matrix

GreenRope workflow GreenRope is all-in-one software sold primarily to very small businesses such as lawyers, real estate agents, consultant, coaches and membership organizations. The system also extends beyond sales and marketing functions to include customer forums, Wikis, support tickets, project schedules with tasks assigned to individuals, and coupons. You get the idea.

A Service-Based Business’s Guide to Email Marketing

Vertical Response

Service-based businesses like computer repair shops, staffing agencies, cleaning services, marketing companies, e-commerce businesses and a whole host of others use email marketing to promote their business. We’ll cover why your business should send emails by highlighting the marketing goals that specific emails can accomplish. Attract potential customers.

How to Deliver the Perfect Business Pitch: 8 Tips Inspired by 'Shark Tank'


A great business pitch is among the first of many hurdles an entrepreneur must jump to get their company off the ground. While it's not necessarily an indicator of future success, it's a critical moment for any business. Business pitches take place in a wide variety of settings, from elevators, to offices, to cocktail parties. Image Credit: Business Insider. Out-work.

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The State of Buyer Personas 2012

Tony Zambito

Today’s business leaders can reach a maturity level that allows for a robust practice of modeling buyers whereby buyer personas are one of the tools used for descriptive and predictive buyer modeling. Much of the offered templates and practices are buyer profiles masquerading as buyer personas.  Personas are developed from primary qualitative research with real customers

Are Infographics Right for Your Business? The Pros, Cons + Tips

Vertical Response

Infographics are creative, educational, attention-grabbing and can be a powerful marketing tool , but are they right for your small business? They’re easy to interpret, explains Carla Mattioli, a creative consultant with IM Design. We know that a lot of small business owners may not have an in-house graphics or creative team, or the resources to hire a specialist.

16 Greats of ’16: The Year’s Best Business Books for Marketers


We’ve compiled a guide to some of the best business books released in 2016 ‒ books that give practical advice on effective marketing, explain the psychology of persuading and selling, showcase major trends that will shape our jobs in the near and distant future, preview new technologies and developments looming on the horizon, assist us in improving our professionalism, and help us tap into our passions and creativity to benefit both our careers and our daily lives. The 12 Powers of a Marketing Leader: How to Succeed by Building Customer and Company. Author: Robert Cialdini.

Sales Leadership: Bringing a Sharp Focus to Your Sales Meetings

Your Sales Management Guru

During the past few months I have been consulting with several clients on a variety of issues and coaching others via our new “Acumen Project”. First , you should be using Acumen’s Sales Meeting Template, (if not check out our previous blog), when you get to the sales forecast section and opportunity discussion, you can either go to the “white board” or via Excel and a PC projector; you note your monthly sales objective. Leadership Management sales leadership Sales Leadership Training Sales Management Sales Management Consulting Sales Management TrainingSales Meetings.

How to Take Your Customer Service to the Next Level With Content


Research released earlier this year by Sabio and the Customer Contact Association showed that anywhere between 25% and 40% of the calls that are being handled by UK contact centers are unnecessary or avoidable. Customers calling to clarify complicated pricing and other terms and conditions issues. How Real Companies Use Content to Improve Their Customer Service.

Mautic Offers Free, Open Source Marketing Automation

Customer Experience Matrix

Small businesses constantly cite cost as a major roadblock to adoption. Or perhaps people felt that the real barriers to adoption were lack of time and skills, so even a free product would not unlock a large new segment of customers. Mautic will encourage such support by building a marketplace for users to sell or share resources such as workflows and templates.

You’re doing a terrible job with search and social


My consulting includes doing very deep, thorough, site audits. I’m looking for issues that have been recently killing their recent performance on search. It’s such low-hanging fruit, though it does demand that you actually do more than just embed “share me” buttons, it requires that you commit to becoming a content-creator and not just a salesman or business person.

10 Most Popular B2B Lead Blog Posts of 2016

B2B Lead Generation Blog

We have more channels and more content marketing than ever before, but it’s become harder actually to connect with potential customers. Empathetic Marketing is about moving out of our self-thinking and into the mind of our customer, thus, moving away from me-first, business-centric thinking to customer-centric thinking and speaking to our customer’s motivations.

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How the Right Marketing Automation Platform Saves You Time and Money


Successful marketers need marketing automation software that’s both powerful and easy to use, especially when they’re working in fast-growing businesses and have a broad range of responsibilities. When Keri Keeling, Vice President of Customer Success and Operations at Bluenose, began leading the company’s marketing efforts, she started out with Marketo, but soon found it fell short. Bluenose develops technology that helps businesses engage, retain, and grow their customer base. TONY: You’re the VP of Customer Success and Operations. KERI:      . KERI:      .

What Sales Really Needs from Marketing

Fearless Competitor

Prospects require a clear and unambiguous description of business outcomes using your product or service. The lack of a clear, concise statement of value hurts many businesses. Marketing and Sales should work together to create a highly customer focused value proposition. Marketing can help tie the message to their business challenges and desired outcomes. link].

How B2B Vendors Can Generate Trust and Credibility With Their Website


This includes: Complete contact information, an updated About section or company information, and a summary of the products and services your business offers. Design your website page templates with a built-in header and footer to feature your company’s physical address, contact information, quick links to your products and services page, and a summary of your About section. Busines

RedPoint Offers Broad, Deep B2C Marketing Automation

Customer Experience Matrix

On days when I have nothing else to be cranky about, I sometimes fuss at how business-to-business software vendors hijacked the term “marketing automation” despite its long and relatively honorable history describing systems for consumer marketing. More productively, the deal also shifted discussion from components within a marketing suite to where marketing systems fit within the larger world of unified customer management. Beyond those, the system provides specialized functions to manage customer data including name/address parsing, standardization, and matching.

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You can do some amazing things with Blogger

Confluent Forms

Confluent Forms LLC specializes in creating gorgeous, engaging websites with custom content management systems (CMS, software that enables easy management of your website content without a web developer), but we’ve found that Blogger can be a great platform for web development when a custom CMS isn’t needed. web development blogger blog web design cms small business business

6 Ways to Spice Up Boring Email Marketing Campaigns

The Effective Marketer

Give them something that makes them feel important and like they are your most valuable customers just because they are on the list. In addition to their name, email and other contact info, you ideally should know at least some about their interests, especially if you’re in a business that has a variety of products catering to many different types of customers. Revamp Your Template. Revamping your site’s template is a long, difficult process that involves changing out multiple parts and, possibly, confusing a much larger audience. Take a Survey.

Using Buyer Personas in B2B Marketing

Fearless Competitor

What companies need to do is develop a standard written template for buyer personas. This written template should contain all the questions that the company will ask for standard buyer personas. Do they get their information through word-of-mouth from their business community? Jeff Ogden is President of the  B2B lead generation  consultancy,  Find New Customers.

The Ultimate Dictionary of Marketing Terms You Should Know


APIs facilitate the data needed to provide solutions to customer problems. Learn more about how marketers can use APIs here. B. 4) B2B (Business-to-Business). An adjective used to describe companies that sell to other businesses. For example, Google and Oracle are primarily B2B companies. 5) B2C (Business-to-Consumer). 26) Customer Acquisition Cost (CAC).

12 Steps and the Skills You Need for Your WordPress Website Update

B2B Marketing Traction

You just choose a template, install it, and tweak your existing content to make sure all is working, right? website update in WordPress might be “easy” if you are the business owner, graphic designer, marketing expert, content writer and web developer who knows SEO as well. Select a WordPress template. If you use a limited template, your website will be limited.

How Raab Associates Converted to ZohoCRM In One Weekend: a B2B CRM Success Story

Customer Experience Matrix

Raab Associates is really two businesses: the technology consulting practice run by Yours Truly, and a marketing agency specializing in children’s books run by my beautiful and brilliant wife Susan. Eventually we took an unhopeful look at ZohoCRM , which I know as a popular small business system but had never considered particularly advanced. Build contact lists, check.

Social Psychology for Marketers: 8 Lessons in Buyer Behavior


Before asking something of your prospects, leads, or customers, provide them with a "gift" first -- as in, something for free. It doesn’t have to be big: Maybe a helpful ebook, a free consultation call, branded company swag, or even a handwritten note. Business A big part of every marketer''s job is understanding how and why our prospects behave the way they do.

3 Magic Questions a Sales Manager Must Know

Your Sales Management Guru

This is critical to begin to build your “business case” for taking action. To win the business requires more than beating your competition – you need to help your prospect communicate the importance of this initiative and gain internal approval. Perhaps this project is critical to retain a key customer, or comply with upcoming regulations. Why now? Why with us? Why do anything?

Teaching is the New Marketing

grow - Practical Marketing Solutions

When you are helpful and provide knowledge to current and potential customers, you are building depth and emotional bonds for your brand. Educational marketing means you are providing wisdom and insight to customers to help them do their jobs. Taking your content and packaging it into a class is quickly becoming a part of how small business owners are earning income through education.

Marketing Tools for the Makers & Doers of the Manufacturing Industry


Boston Consulting Group recently published a report that predicts that 30% of America’s imports from China could be produced domestically by 2020. While manufacturers face keeping up with an evolving technological landscape for production of their goods, many of these companies who’ve been in business for decades are finding themselves behind the curve of new-age sales and marketing.

How Marketing Can Work With Sales to Close More (and Better) Leads


So a qualifying conversation ought to be one with an educational, consultative tone -- it'll help position the company as a reliable resource. Then, teach them how to use this information to facilitate a consultative conversation. In my work with HubSpot customers, I see it all. Option 2: Templates. Nobody knows where to turn. Sales points fingers at marketing.

The Sad Death of the Truth

Fearless Competitor

(We changed our template in this blog. Jeff Ogden ( @fearlesscomp ) is the honest and trustworthy President of the B2B lead generation consultancy, Find New Customers. Find New Customers helps companies (with between 150 and 5,000 employees who sell complex products to businesses) to implement world-class lead generation programs. Hope you like our new one.

The Big List of Inside Sales Messaging Statistics

Sales Prospecting Perspectives

You may have given them the tools to get started, but are they able to craft their own templates for emails voicemails? 92% of buyers say they delete emails or voicemail messages from people they do not know (A Sales Guy Consulting). On the other hand, B2B customers have become desensitized to words such as "reports," "forecasts," and "intelligence” (Adestra 2013). and 5 p.m.

Rapid buyer persona development

Integrated B2B

On first thought, and despite our in-depth knowledge of the company and its industry (offshore engineering services), it seemed an impossible task, especially because the company has several business areas and various customer types within each of those business areas. As a starting point, it was agreed to focus on just one of the company’s business divisions.

How to Conquer 5 Common B2B Marketing Problems with Content


That’s not true of our 3D laser scanner and many other complex business to business (B2B) products, services and solutions. This process helps you to attract, educate, engage and convert them into customers. Plus, a few changes will be required in the way customer service handles transactions, so she needs to consult with the Director of Customer Relations.

How even social media & social selling experts are getting LinkedIn wrong – Part 2


In my last post , I started to show how even the most recognized social media and social selling authors, experts, and consultants are getting LinkedIn wrong. started this provocative series not because I am looking to bash my competitors, but because I’m looking to start a real movement to help business, sales, and marketing leaders go beyond awareness and actually drive revenues.

Spring 2016 Product Release Highlights


Using a unique and intuitive “Inbox Style” layout, advanced content relevance filtering, and custom tagging tools, marketers can align their company’s brand and growth priorities by easily identifying and prioritizing opportunities, and reporting results across paid and organic channels. New Product Release Highlights. Continuous Demand Intelligence. New Service Offerings.

The 7 Building Blocks of a Solid Content Marketing Plan


In addition to a website redesign and repurposing old content, the tax and consulting firm created a content marketing plan with a new vision focused on developing their reputation as subject matter experts. Buzzfeed is a great example of a news organization that uses thousands of custom segments to determine what post will engage a specific audience segment. Understand your audience.

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5 Megatrends that Have Redefined Selling - Insights from a Sales Rock Star

Sales Engine

As you may know, Neil is regarded by many as the father of Consultative Selling and the author of many books, including SPIN Selling, the 1988 New York Times Best Seller than many of us B2B “Sales Lifers” grew up with as our template for success. It is not uncommon for a corporation to invest up to $1Million to pursue a key piece of business. Well…not so fast. Sales Enablemen

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14 of the Best Content Marketing Tips, Tactics and Techniques of 2013


Interviewing Steve Miller (the marketing consultant, not the 80s rock star), Gary Kane presents and explains the 10x10x10 model for content marketing, starting with: “Write down the 10 most frequently asked questions from your customers.” ” 17 Essential Content Templates and Checklists by Content Marketing Institute. So it is with Content Marketing Week.