FunnelEnvy

MARCH 18, 2024

Studies prove that B2B prospects now prefer a digital buying journey over sales calls. In this post, we cover the basics and then move on to the advanced insight strategies for B2B buyer personas that are now possible with AI. What are B2B Buyer Personas? Are Buyer Personas Still Important?

Buyer Personas 57

Buyer Personas Marketing AI Ideal Customer Profiles Webinar Metrics 57

Heinz Marketing

APRIL 5, 2023

By Carly Bauer , Marketing Consultant at Heinz Marketing I was recently asked during a client meeting what the importance was for developing personas. And it’s true, personas and the people we market to are always changing based on their needs, goals, limitations, resources, and many other variables.

Ideal Customer Profiles 95

Ideal Customer Profiles Intent Signal Work Management Verticals 95

Exo B2B

FEBRUARY 7, 2024

Did you know that 72% of marketing professionals use B2B personas to guide their marketing content? In this world where every purchasing decision can involve multiple stakeholders and take months of deliberation, understanding the nuances of B2B personas and the complex journey of the B2B buyer is not only useful, it’s essential.

B2B 52

B2B Buyer Personas Work Management Case Studies 52

Salesforce Marketing Cloud

SEPTEMBER 26, 2023

But do they really want to buy, or are they just window shopping? Here’s the hard truth: “You don’t know if they’re ready to buy until they tell you they’re ready to buy, and you can’t believe it until you get a signed contract,” said Richard Harris , sales coach and founder of The Harris Consulting Group.

Buy 119

Buy Work Management Buyer Personas Ideal Customer Profiles 119

FunnelEnvy

SEPTEMBER 18, 2023

In 1985, a software designer named Alan Cooper invented a user persona named Kathy to add human context to the development process. Over the years, marketers built on that idea to develop buyer personas – profiles of fictional people that embody several ideal client characteristics. How do they make purchasing decisions?

Buyer Personas 67

Buyer Personas Marketing AI Account Based Marketing B2B 67

Marketing Insider Group

JANUARY 30, 2024

Effective content strategies require well-developed personas that go beyond basic templates, incorporating deep audience insights to guide content creation. Adapting content strategy to align with the buyer’s decision-making process is essential for effective marketing and sales alignment. Beliefs are a primary decision driver.

Ideal Customer Profiles 244

Ideal Customer Profiles Marketing & Strategy Work Management Marketing Management 244

SmartBug Media

DECEMBER 29, 2022

Creating marketing personas is an important part of marketing strategy in any industry. Personas help you craft spot-on messages that resonate with your audience and elicit an action or response. In this blog post, we’ll discuss what marketing personas are, why they’re important, and how you can create them.

Top of Funnel 98

Top of Funnel Marketing Analytics Tools Paid Search Agency Trigger Marketing 98

SmartBug Media

APRIL 6, 2023

If you're a marketing professional, you've probably heard the term "buyer persona" more times than you can count. Buyer personas are an essential part of a successful marketing strategy because not only do they define precisely whom you’re trying to reach, but they also inform so many aspects of your business. What is a buyer persona?

Buyer Personas 98

Buyer Personas Planning Psychographics Paid Search Agency 98

Cintell

JULY 3, 2018

The 2018 B2B Buying Disconnect Report highlights the difference between how B2B technology buyers and vendors view the purchase process. It is understandable that buyers want to feel very confident in their purchase decision, given the money they are spending. Survey participant in the B2B Buying Disconnect Report.

Buy 172

Buy B2B Vendors Transparency 172

Anteriad

FEBRUARY 28, 2023

In B2B today, there is rarely a unilateral buying decision. Because your focus shouldn’t be on just one buyer—but a buying group. While individual targeting is not entirely lost, you’ll get farther faster by identifying and marketing to the entire buying group. What is a buying group?

Buy 78

Buy B2B Intent Data Top of Funnel 78

Circle Studio

MARCH 12, 2020

Creating buyer personas helps you visually picture your buyers and understand them on a deeper level. Buyer personas defined. While the term “buyer personas” is fairly common vernacular in modern marketing, the definition is sometimes misunderstood. Personas put a human face to your buyers.

Buyer Personas 130

Buyer Personas B2B Work Management Content 130

Heinz Marketing

FEBRUARY 26, 2021

Mapping a B2B buying committee is no easy feat. I’ll tell you a little story about a buying committee I was tasked with identifying this past month…. I was faced with a new situation, one where a tech company wanted our guidance on how to penetrate state governments’ buying committees. The Real-Life Example. Trial and Error.

Buy 99

Buy Ideal Customer Profiles Buyer Personas Validation 99

Leadspace

AUGUST 16, 2023

A persona refers to a representation of a user or buyer segment that is created to better understand and design for the needs, behaviors, and preferences of that group. Persona creation is common in fields like marketing, user experience (UX) design, and customer service. Who does have the purchasing decision power at the company?

Lead Ranking 62

Lead Ranking Lead Scoring Ideal Customer Profiles Outreach 62

Marketing Interactions

AUGUST 15, 2022

With 8 to 15 buyers involved in a complex B2B purchase, ensuring a no-regret deal can be as difficult as herding cats. By gathering and applying in-depth buyer intelligence with buyer personas, you can mitigate non-consensus due to differing objectives that stall deals and escalate regret. I think of them as Organizational Personas.

Buyer Personas 75

Buyer Personas Ideal Customer Profiles B2B Gartner 75

Launch Marketing

SEPTEMBER 29, 2022

Developing B2B buyer personas is important for many reasons, including crafting targeted messages and personalizing marketing activities. But, before focusing on messaging and personalizing marketing efforts it is key to understand all the components that make up buyer personas, especially demographics.

Buyer Personas 98

Buyer Personas Demographics Ad Building Peer-to-peer 98

Marketing Interactions

SEPTEMBER 26, 2022

As the market shifts, much of what you thought was true about your buyer personas and ICPs may be different. A new role now has a major influence on buying decisions for what you sell. The person/role you used to primarily engage with is now removed from the evaluation process, only stepping in at decision time.

Ideal Customer Profiles 80

Ideal Customer Profiles Buyer Personas Marketing Analytics Tools B2B 80

KoMarketing Associates

AUGUST 6, 2019

B2B buyer personas provide a foundation for accomplishing the research and development of effective online marketing campaigns designed to achieve strategic marketing objectives. What Are B2B Buyer Personas? For online marketers, buyer personas can provide direction in the channel-specific campaign development.

Buyer Personas 123

Buyer Personas Paid Content Online Marketing B2B Marketing 123

Zoominfo

AUGUST 7, 2018

More customers are turning to the internet to research, test, and purchase products and services. In today’s blog post we explain why buyer personas are a critical—but often missing—element of your SEO strategy. What is a buyer persona? Why must SEOs pay attention to buyer personas? Let’s get into it!

Buyer Personas 196

Buyer Personas Top of Funnel SEO Marketing & Strategy 196

Zoominfo

SEPTEMBER 14, 2020

So something that worked a year ago (*cough* your current sales process *cough*), probably isn’t as effective presently. Sales process optimization isn’t a one and done activity. Even the most evergreen processes need some upkeep once in a while. And today, we’re telling you to give your sales process a little TLC.

Top of Funnel 162

Top of Funnel Ideal Customer Profiles Process Optimization 162

Salesforce Marketing Cloud

DECEMBER 7, 2022

The way we connect with potential customers is by crafting personas and developing stories that help them envision a better future. What’s a persona? Personas are realistic characters who represent key audience segments. Personas are realistic characters who represent key audience segments. How do you research personas?

Ideal Customer Profiles 98

Ideal Customer Profiles Work Management Microsite Cross-Selling 98

KoMarketing Associates

APRIL 30, 2019

While your team may have all types of strategies in place to carry out marketing messages, without B2B buyer personas, you could be missing the mark when it comes to getting your efforts consumed by target audiences. While all of the above may sound great in theory, the truth is, there is an art to creating effective B2B buyer personas.

Buyer Personas 125

Buyer Personas Top of Funnel B2B Digital Marketing Funnels 125

ClearVoice

MAY 29, 2023

They’re called marketing personas. In this post, we’ll talk about marketing personas, why they’re important, and the best practices for creating one in 2023. What is a marketing persona? Marketing personas are sometimes also called buyer personas. Buyer personas can inform a wide range of marketing activities.

Work Management 52

Work Management Marketing Management Buyer Personas Marketing Analytics Tools 52

Webbiquity

MARCH 15, 2022

Convincing them to take the next step (and ultimately, to buy from you) can be challenging, however. You Know the Steps of the B2B Purchasing Process. An effective B2B CRO strategy begins with understanding the purchasing process. Most B2B customers won’t move straight to a purchase from your site.

Marketing & Strategy 255

Marketing & Strategy Top of Funnel B2B Landing Pages 255

Leadspace

APRIL 19, 2023

In our last blog , we discussed using Fit (propensity) models to determine the companies within your TAM who need your product, and how to determine which of those companies are actually ready to buy with Intent scores. Does their role at the company line up with the personas of your historical successes?

Lead Ranking 62

Lead Ranking Lead Scoring Ideal Customer Profiles Segmentation 62

Zoominfo

SEPTEMBER 14, 2020

So something that worked a year ago (*cough* your current sales process *cough*), probably isn’t as effective presently. Sales process optimization isn’t a one and done activity. Even the most evergreen processes need some upkeep once in a while. And today, we’re telling you to give your sales process a little TLC.

Top of Funnel 130

Top of Funnel Ideal Customer Profiles Process Optimization 130

Content4Demand

AUGUST 11, 2020

With the shift to more account-based marketing (ABM) and targeting buying groups rather than individual personas, it’s time to also turn some of our ideas about personas on their heads in our content marketing strategy. Because it focuses on the entire buying committee, it fits nicely into the SiriusDecisions buying group model.

Buy 91

Buy Account Based Marketing B2B Thought Leadership ABM 91

Hubspot

MAY 26, 2021

All of this information helps you place her in a category in your mind — but none of that information tells you why she buys your product. Buyer personas typically include descriptions like Elizabeth's, along with other demographics and personality information. Standard Buyer Personas Aren't Enough. Let's dive into those, now.

Buyer Personas 101

Buyer Personas Customer Satisfaction Paid Search Agency Segmentation 101

Tony Zambito

AUGUST 14, 2016

As the concept of buyer personas has crept into the conscious of both B2C and B2B Marketing, so has misguided representations of buyer personas become prevalent. With many touted frameworks and processes being representative of buyer personas in name only. Information Overload by Jenny Chisnell. Data Overload.

Buyer Personas 102

Buyer Personas Ideal Customer Profiles Profiling CMO 102

Webbiquity

JANUARY 19, 2023

B2B marketing targets buying groups within businesses. Decision Making The decision-making process for B2B and B2C marketing differs greatly, primarily due to the type of customer each is targeting. Purchasing Habits Customer purchasing habits differ significantly between B2B and B2C environments.

Work Management 217

Work Management Marketing Management B2B Marketing B2B 217

Tony Zambito

NOVEMBER 4, 2020

Now, buying behavioral trends have been lit with lighter fluid as the coronavirus pandemic shocks business commerce. Insights Into Three Buying Behaviors Impacted By COVID-19. The coronavirus pandemic is impacting three buying behaviors. Speeding Up Of Buying Processes. It is possible this has moved to 80% To 85%.

B2B 202

B2B Buyer Personas B2B Sales Buyer's Journey 202

Tony Zambito

SEPTEMBER 6, 2016

In the 15 years since originating the concept of buyer personas in 2001, there has been one issue that continues to plague fully understanding exactly where, how, and why buyer personas can be beneficial. I believe, in part, the issue is fertilized by efforts to capitalize on the emerging popularity of the term buyer persona.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles Segmentation Profiling 100

Business Brainz

JULY 19, 2021

B2B revenue leaders and marketers are spending a lot of their time focusing on understanding buyer personas. One of the best ways to dive deep into your prospective customers is by building a buyer persona insight. What is a Buyer Persona? Buyer personas are one of the most important fraction of any marketing strategy.

Buyer Personas 52

Buyer Personas Ideal Customer Profiles Account Based Marketing ABM 52

Marketing Insider Group

MAY 15, 2023

This can include many strategies you’ve likely already heard of, like: Email marketing Search engine optimization (SEO) Content marketing Live events Social media Image Source: 99 Firms Simply put, digital marketing utilizes various online tactics to reach and engage with other businesses, ultimately convincing them to buy your products or services.

B2B Marketing 314

B2B Marketing B2B Buyer Personas Mobile Advertising 314

Tony Zambito

MAY 11, 2011

  This may have been just fine – that is – until buyers have become fairly self-directed in the buying process as well as enabled by the Internet and social technologies.    Here is where buyer persona development can be of help.    Here is where buyer persona development can be of help. 

Buyer Personas 100

Buyer Personas Segmentation Buy Work Management 100

Marketing Interactions

JANUARY 27, 2020

In a lot of the conversations I have with B2B marketers, many are overwhelmed when confronted with how to build truly actionable buyer personas. Building actionable personas takes a fair bit of time and effort. It’s also because buying committees are expanding. And along with that, so is your persona project.

Buyer Personas 69

Buyer Personas Effectiveness B2B B2B Thought Leadership 69

Adobe Experience Cloud Blog

JUNE 19, 2018

While compiling personas is a vital part of the process, many people choose to skip this step because they don’t see the value. Personas can help you identify key points about your potential customers, like the topics they are interested in and the issues that you need to address to help them convert into customers.

Top of Funnel 134

Top of Funnel Content Thought Leadership Marketing Funnels 134

Marketing Insider Group

JULY 27, 2015

There’s plenty of fervor around the need for buyer personas; so why do some fail to deliver real value? Today, you can find over 500,000 search results on the topic, most supporting the need for buyer personas as a foundational component of effective marketing. This gap is what the next phase of buyer persona maturity is all about.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles Demographics B2B Sales 100