Trending Sources

Rethinking Buyer Personas In An Era Of Digital Transformation

Tony Zambito

One means for the last sixteen years to understand customers and buyers have been the use of buyer persona development.  It is time to rethink buyer persona development in this new era of digital disruption. When the concept of buyer personas was first launched in 2001, the world was a very different place.  And, conversely, many users are buyers.

Are Your Buyer Personas Data Overkill?

Tony Zambito

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.  This approach of having 15 plus profile categories amounts to buyer profiling. Data Overload.

How to develop buyer personas for B2B marketing

Tomorrow People

Creating buyer personas is a powerful way to build the audience understanding every B2B marketing department needs for success, and an essential part of your campaign research. b2b promotional campaigns buyer personas

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

Tony Zambito

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.  believe, in part, the issue is fertilized by efforts to capitalize on the emerging popularity of the term buyer personaBuyer Profiling. Roles.

B2B Marketing Trends for 2016

Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. They're adopting buyer personas, content targeting and.

State Of Buyer Personas 2016 Survey

Tony Zambito

This has been an eventful year.  We are seeing continued growth in the adoption of buyer personas as a means for understanding buyers and customers.  At the same time, the growth is fraught with the perils of buyer personas being misunderstood, mislabeled, and serving as a cover for basic buyer profiling. Take The State Of Buyer Persona 2016 Survey.

Overcoming The Content Personalization Challenge With Buyer Persona Research

Tony Zambito

It is clear that one of the top challenges facing marketing, especially B2B marketing, is the ability to connect with potential buyers on a personal level.  The majority of content today is not hitting the mark with buyers and customers.  Bringing organizations, no closer to customers or buyers than when they first began technology implementation. Buyer Persona Research.

Use Buyer Persona Research To Improve B2B Customer Experience

Tony Zambito

Customer experience has been and will continue to be one of the major influences on how buyers make choices.  Recent research by SiriusDecisions found that for 80% of B2B buyers surveyed, customer experience counted as the top significant reason why they chose to work with a specific provider over another.  Buyer persona research can play a role.  by Creative Stall.

State Of Buyer Personas 2016: Strong Correlation Between Effectiveness And Goals

Tony Zambito

In 2016, we will mark the fifteenth year since buyer personas were first introduced.  The journey, however, continues towards professionals and organizations gaining a true understanding of what buyer persona development entails. What is clear is buyer personas are now entering the mainstream of dialogue when it comes to overall customer understanding. .

B2B Marketing Trends for 2016

Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. They're adopting buyer personas, content targeting and.

Study Confirms Importance Of Qualitative Research To Success With Buyer Personas

Tony Zambito

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. Understanding Buyers And Customers Beyond The Rational.

How B2B CMOs Can Achieve Customer-Centric Marketing With Buyer Personas

Tony Zambito

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. Although the concept of buyer personas were founded nearly 14 years ago, the maturity of buyer persona development as a means to achieve customer-centric B2B marketing has some ways to go.

The State of Buyer Personas 2012

Tony Zambito

This June marks ten years since the first buyer persona development methodology was pioneered and launched by the firm Goal Centric now called Buyerology.  The adoption of research-based modeling of buyers that leads to buyer personas has been mixed.  The State of Buyer Personas 2012. Buyer Persona Lifespan. Modeling Takes Center Stage.

Infographic: The Science of Creating Buyer Personas

Crimson Marketing

Buyer personas are the first step to any effective content strategy. Personas are what will help you determine how to tailor content to your buyers. . This data will give you the framework for your buyer’s pain and needs. The infographic below will help you get started on creating your buyer personas and improve how you segment content to your buyers: .

B2B Marketing Trends for 2016

Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. They're adopting buyer personas, content targeting and.

How The Content Illusion Is Leading Marketing Astray In The Era Of Digital Transformation

Tony Zambito

In my previous article entitled Rethinking Buyer Personas In An Era Of Digital Transformation , I noted that digital interaction will matter more than content.  Inadvertently leading to even more content being produced to meet this broadcasting mindset and expectations. 3 – Personas Are Not About Content. Personas, in this case, being misguided by The Content Illusion. 

Why Buyer Personas Are Not a Waste of Time

ANNUITAS

A recent article on MediaPost raised the question “Are Buyer Personas a Waste of Time?” Based on this and the belief from 48Bricks that you simply cannot understand your customers, the assertion is that putting effort into the development of Buyer Personas is a waste of time. So digging deeper and deeper into the buyer data you’ve accumulated will be a waste of time.

Buyer Personas Require Regular Refreshing

Tony Zambito

During a series of articles entitled The Future of Buyer Personas is Social , I referenced several times that the social age will cause a rethinking of buyer persona research and development.      One new important principle is the need to change from a static perspective of buyer personas to an ongoing refreshment of buyer personas

How to Develop Rockstar B2B Buyer Personas

B2B Marketing Insider

Learning to develop b2b buyer personas is essential to building a modern marketing organization. When When implemented properly these buyer personas create stronger alignment across your different departments. When developing a buyer persona some of the common traits are appearance, personality, their story, their needs, and their values. Content Marketin

31 business building benefits of Buyer Personas

grow - Practical Marketing Solutions

Buyer Personas  rock and I’m about to show you why. Buyer Personas are written characterizations of the real buyers who influence or make decisions about the products, services or solutions you market. They are a tool that builds confidence in strategies to persuade buyers to choose you rather than a competitor or the status quo. MESSAGING AND MEDIA.

Reinvent B2B Sales With Buyer Personas

Tony Zambito

Without question, while B2B Marketing is focused on developing its new prominence in the early stages of the buying cycle via content strategy and content marketing, B2B Sales is caught flat-footed on how to adapt to changing buyer behaviors.    Buyer Persona Development can be a process and means for B2B Sales to reinvent itself.  Image via Wikipedia.

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. As buyers have become more risk averse and frugal, Finance is now large and in charge of decision-making. Each persona could potentially initiate the buying journey.

New Approaches To Understand Customers Needed In A Digital Transformation World

Tony Zambito

In my article Rethinking Buyer Personas In An Era Of Digital Transformation , I presented four trends impacting the state of buyer persona development.  A recognition of a world very different from that of sixteen years ago.  Whereby, rethinking buyer persona development and insight gathering in a digital-centric world becomes a necessity. Enjoy.).

The Future of Buyer Personas is Social - Part 1

Tony Zambito

About a dozen years ago, I became involved with personas through fate by meeting Alan Cooper , at the time he just finished his landmark book The Inmates Are Running The Asylum , and becoming enamored with personas as a process to build more user friendly products.    Along with Alan Cooper, these folks are the real forerunners of personas back in the late ‘90’s. 

Why Buyer Personas are Crucial to Inbound Marketing Success

Synecore

would like to grab your attention briefly to talk a little bit about buyer personas and how they fit into your inbound marketing efforts. What is a buyer persona? buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers. detailed buyer persona will help you determine where to focus your time, guide product development, and allow for alignment across the organization. Have you created buyer personas for your ideal customers? Values and Goals.

How Understanding The Goals And Intent Of Buyers Can Transform Marketing

Tony Zambito

Understanding the difference between intent-driven and goal-driven behaviors allows for deeper levels of understanding buyers (customers).  Primarily, it helps with making sense of the tasks and activities buyers perform. This is also an important principle behind buyer insights research and buyer persona development.  Transformation by Yu Luck.

Intent 124

Why Buyer Personas are a Potential Obstacle to Demand Generation Success

ANNUITAS

What most organizations fail to do is document the buyers approach to the purchase (this is more than just interest, consensus, evaluation, decision). Blog B2B Marketing Buyer intersection points Buyer persona Content Marketing Institute Demand Generation Strategy DemandGen report

Should You Do Buyer Personas In-House or Outsource Them?

Fearless Competitor

Jeff Ogden , the award-winning marketing expert has been trained in Buyer Personas by the Buyer Persona Institute. When marketing leaders tell me they have buyer insights covered (buyer persona projects), I typically don’t believe then. Buyer Personas are about people , not websites. Adele Revella. ”). By  Adele Revella.

The Future of Buyer Personas is Social - Part 2

Tony Zambito

In part 1 of this reflection on the future of buyer personas, I focused on how it is important to leave some of the major misconceptions about buyer personas behind in order to peer into the future.    Without a doubt, we are seeing the most dramatic change in buyer behaviors since post World War II.  The Connected Buyer. Related articles.

The Critical Importance of Buyer Personas in B2B Marketing Today

Fearless Competitor

Buyer Personas are more than a story about a person. They’re about what a buyer thinks about doing business with you.” ” – Adele Revella of the Buyer Persona Institute. For a related post, see “ CMOs Must Learn to Walk in the Shoes of Buyers Today ” Also wish to address this comment from Matthew. better yet.

What to Include in a Buyer Persona [INFOGRAPHIC]

Cintell

So… what should you include in a buyer persona? Check out the new infographic inspired by our eBook, The Intelligent Guide to Buyer Personas. Note: I used Piktochart to create this gorgeous infographic for free. I can’t recommend them highly enough! B2BZone b2c Best Practices Blog

B2B Marketing Rock Stars: Data Is Driving Modern Buyer Personas

Crimson Marketing

Traditionally, B2B marketers have created buyer personas from customer hunches, not factual customer data. “As a result,  a vast majority (83%) of B2B marketers say that their buyer personas are only ‘somewhat’ effective, according to a study from the ITSMA. What does the buyer’s journey look like? Click To Tweet. Source: Demand Gen Report.

5 Marketing Challenges Solved with Buyer Personas

B2B Marketing Insider

We had an excellent conversation about the need for buyer personas, and the role they play as a foundational component of a B2B marketing strategy. In many cases, the need for buyer personas manifests itself in the form of common marketing challenges. These roadblocks can be alleviated by focusing efforts on better buyer understanding. What are their pains?

Lions and Tigers and Buyer Personas … Oh My

grow - Practical Marketing Solutions

For example, in this latest episode, we become the first on-demand radio show to mention The Kardashians and B2B buyer personas in the same sentence. And just when you thought it could not get any more interesting, Tom Webster defines the  “rectally derived persona.” . Mark’s article on customer personas. Mark's article on customer personas.

Future of Buyer Personas is Social - Part 3

Tony Zambito

This is the third part of a series of reflective articles on the future of buyer personas.    In part 1 of this reflection on the future of buyer personas, I focused on some of the misconceptions about buyer personas and in part 2 , I offered perspectives on why changes were needed to be relevant to the social age.  From Art to Science.

How Effective are Your Buyer Personas? Let Find New Customers grade yours for free.

Fearless Competitor

Buffer Find New Customers introduces a free grading service to evaluate buyer personas. Read on to see how you can get your personas graded by the experts. According to Adele Revella of the Buyer Persona Institut e, over 1/2 of marketers (56%) have developed buyer personas.But there’s a very important question: Are these buyer personas effective?

Buyer Personas in B2B Marketing

Digital B2B Marketing

Buyer personas are a hot topic of discussion in the B2B marketing world, but how do you create the personas that you need and ensure you are getting the value you need out of them? Do you even need to create B2B buyer personas at all? Here are three of the takeaways I came away from the conversation with: Many B2B marketers do not understand what a persona is.

8 Rookie Mistakes You Might Be Making With Buyer Personas

Hubspot

Creating buyer personas is an essential part of building a successful inbound marketing strategy. Buyer personas help you better understand your current and potential customers, what their pain points are, what information they need, and how you can position your offering to meet their needs. Creating too many personas can be really tempting.

Why You Need to Create Buyer Personas (and How to Do It)

ScribbleLive

It may be hard to find the time to create and maintain buyer personas, but some powerful new research from Cintell  proves it’s more than worth your while. And if there’s any question of causation vs. correlation in this data, developing marketing personas might just mean you’ve got your act together (which isn’t a bad thing either). Our recommendation?