Act-On

NOVEMBER 15, 2023

Sales enablement best practices: Know thy audience … define buyer personas When improving sales enablement, always start with your audience by building personas. Research finds that over half of organizations report higher-quality leads because they use personas. Create persona profiles. Iterate and refine.

Sales Cycle 231

Sales Cycle Practices Marketing Automation Services Buyer Personas 231

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. Buying processes and buyer journeys. Confusion by Adam Gale. Buying criteria and risk factors.

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. Since B2B buyers have become more cautious, it becomes monolithic to understand them and their changing behavior. One of the best ways to dive deep into your prospective customers is by building a buyer persona insight.

Buyer Personas 52

Buyer Personas Ideal Customer Profiles Account Based Marketing ABM 52

Tony Zambito

DECEMBER 8, 2015

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. This is where I need your help.

Buyer Personas 100

Buyer Personas Customer Surveys Ideal Customer Profiles Organic Leads 100

Tony Zambito

MAY 19, 2021

The first step is to just drop the assumptions about buyers and try to understand the changes your buyers have made in the past 15-16 months. It is time to update your buyer personas on how such changes are impacting their goals, issues, and challenges. 2 – Step back and drop the buying journey label for a moment.

Differentiation 244

Differentiation Top of Funnel Buy Buyer Personas 244

Stevens & Tate

JANUARY 10, 2023

Your website design is arguably the most important element of a successful inbound marketing strategy. When it comes to designing your website, there are two main ways to go about it. What Is A Growth Driven Design? The Three Phases of Growth Driven Design. The following are the three phases of a growth driven design: 1.

Design 92

Design Buyer Personas Buyer's Journey Inbound Marketing 92

Tony Zambito

OCTOBER 26, 2015

Better, deeper, insightful, and well-rounded understanding of customers and buyers is on the top of the list for many CEOs and CMOs today. In recent studies by IBM and other research studies on CEO sentiments, customer insight and understanding are identified as a top focus for CEOs. A case in point is the term “buyer’s journey.”

Buyer Personas 100

Buyer Personas B2B Paid Search Agency Ideal Customer Profiles 100

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

Tony Zambito

NOVEMBER 4, 2020

The three are: Expansion of online research accelerates Speeding up of buying processes More responsive interactions. In our Center For Buyer Insights ongoing Buyer Outlook Insights study, we have been interviewing buyers qualitatively. Expansion To Online Research Accelerates. Speeding Up Of Buying Processes.

B2B 202

B2B Buyer Personas B2B Sales Buyer's Journey 202

Binary Demand

FEBRUARY 23, 2024

At the heart of it, two substantial forces come into play: The changing B2B buyer behavior An essential element of the contemporary buyer’s journey involves the increasing prevalence of buying groups and committees, encompassing multiple members from various departments within a business. 75% now use more sources for research.

Demand Generation Agencies 116

Demand Generation Agencies Demand Generation Demand Account Based Marketing 116

Tony Zambito

OCTOBER 26, 2020

As digital self-service behaviors on the part of buyers grow rapidly, so will the need to take a design approach to buyer interactions. Post-pandemic revival means that B2B companies need to redesign how buyer interactions, mostly digital, help buyers in their quest to accomplish their goals.

Marketing & Strategy 245

Marketing & Strategy Buyer Personas B2B Sales Interactive Marketing 245

Tony Zambito

APRIL 28, 2021

All of these efforts designed to reach and gain the attention of buyers. And to affect The Buyer Mindset. Without a doubt, affecting how buyers go about accomplishing their goals, making choices, and arriving at decisions. . Not doing so will make getting the attention of buyers feel insurmountable. .

Buyer Personas 208

Buyer Personas Planning Interactive Marketing Network Marketing 208

Tony Zambito

MARCH 20, 2011

.  The deeper the understanding, the more targeted and relevant content can be for buyers.    Buyer persona development is a methodology for informing strategy.    Knowing what buyers are researching for determines what should be produced. .      Related articles.

Buyer Personas 100

Buyer Personas Marketing & Strategy Buyer's Journey Content 100

Tony Zambito

APRIL 17, 2011

These strategy areas include content strategy, social marketing, marketing automation, social selling, demand generation, and buyer experience marketing.    Obtaining contextual understanding of the new social buyer persona will be a key element of formulating strategies that are successful and embraced by buyers.

Buyer Personas 100

Buyer Personas Buying Cycle Buyer's Journey Demand Generation Agencies 100

Tony Zambito

MAY 10, 2021

Applying the same goal-directed thinking that is essential to understanding buyer personas. In a 5 vertical markets buyer persona engagement for HP, we found that 3 of 5 buying processes were completely different. Uncovered were specific interaction design opportunities. While 2 were closely the same.

Top of Funnel 215

Top of Funnel B2B Sales Buyer Personas Process 215

Tony Zambito

JULY 10, 2011

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. 

Buyer Personas 100

Buyer Personas Top of Funnel Peer-to-peer Marketing Funnels 100

Tony Zambito

JANUARY 5, 2011

.  This lead-to-revenue management (L2RM as coined by Forrester) model in many ways heightens the importance of buyer personas in developing end-to-end revenue management strategies and processes.    A cornerstone principle for buyer personas is that they are created from qualitative interviewing of buyers. 

Buyer Personas 100

Buyer Personas Lead Ranking Work Management Buying Cycle 100

Content Standard

JANUARY 4, 2024

Episode Highlights: The Non-Linear Buyers Journey: Axel acknowledges that measuring success across a linear buyer journey doesn’t work anymore. Buyers can enter and exit the funnel at any point, so content strategies must adjust accordingly.

Top of Funnel 87

Top of Funnel Planning Content Buyer's Journey 87

Tony Zambito

APRIL 26, 2021

. 3 – How should we design buyer interactions based on the shift in buying behaviors? What does a new buying journey look like? If an organization lacks buyer insights knowledge and capabilities, getting much-required answers to these three areas is going to be tough going.

Buyer Personas 153

Buyer Personas Outreach Buy Studies 153

NetLine

APRIL 23, 2024

Here’s how it is done: Identify actively researching prospects: When prospects are actively researching a product or service, they leave a trail of digital footprints. Buyer-intent data captures these footprints (signals) and provides insight into the research buyers are doing and what their interests are.

Intent Data 52

Intent Data Top of Funnel Intent Outreach 52

Binary Demand

FEBRUARY 23, 2024

At the heart of it, two substantial forces come into play: The changing B2B buyer behavior An essential element of the contemporary buyer’s journey involves the increasing prevalence of buying groups and committees, encompassing multiple members from various departments within a business. 75% now use more sources for research.

Demand Generation Agencies 52

Demand Generation Agencies Demand Generation Demand Account Based Marketing 52

Launch Marketing

JULY 6, 2022

Bringing a new product to market starts with developing a solution that is designed to address a need or pain point that is experienced by a group of people. Identifying this audience comes from in-depth research encompassing the various characteristics of buyer personas such as demographics and firmographics.

Tactics 118

Tactics Marketing Strategy Marketing & Strategy Webinar Metrics 118

Tony Zambito

JULY 17, 2016

Understanding the difference between intent-driven and goal-driven behaviors allows for deeper levels of understanding buyers (customers). Leading to more effective online engagement, content design, and sales conversations. Primarily, it helps with making sense of the tasks and activities buyers perform. Tasks Versus Goals.

Intent 100

Intent Buyer Personas CMO Work Management 100

Hubspot

APRIL 26, 2016

You're also probably aware that they're doing some of their research online. Consider these recent statistics about B2B buyers from a 2015 study by Think With Google : 89% of buyers use the internet during the B2B research process. That is where research comes into play. Step 1: Define Your Personas.

Buyer's Journey 28

Buyer's Journey Research Planning Buyer Personas 28

Tony Zambito

OCTOBER 18, 2015

And, began the era of marketing fulfilling the role of going beyond just brand advertising, but also building awareness and enabling buyers to research solutions. Marketing now had a responsibility to know more about buyers and customers in a way that was beyond just advertising.

Ideal Customer Profiles 100

Ideal Customer Profiles Profiling Buyer Personas Marketing Management 100

The ABM Agency

APRIL 21, 2023

We’ll start by discussing the importance of understanding your buyer personas and defining your ideal customer profile. Table of Contents: Understand Your Buyer Personas A. Developing Buyer Personas C. Research Existing Customers & Prospects C. Identify Key Characteristics B. Conclusion 1.

Account Based Marketing 52

Account Based Marketing Ideal Customer Profiles Marketing Strategy Marketing & Strategy 52

Tony Zambito

SEPTEMBER 22, 2010

.  Leading their organization like an orchestra to understand how, in perfect harmony, they can create the sweeping composition that rivets the attention of buyers.    Such a composition can be written and designed when executives can harmonize around the 4 B’s of Buyer Experience Innovation. 

Top of Funnel 100

Top of Funnel Buyer Personas Marketing Automation Services Buyer's Journey 100

Biznology

JULY 26, 2017

It took us about a year to identify the resources and prepare the background, like doing our persona research and developing our analytics. Two things: we needed to understand our customers and we needed to align their buying journey with our selling journey. This is how we mapped the buyer journey.

Top of Funnel 164

Top of Funnel Account Based Marketing ABM Lead Ranking 164

Tony Zambito

SEPTEMBER 20, 2010

.  Leading their organization like an orchestra to understand how, in perfect harmony, they can create the sweeping composition that rivets the attention of buyers.    Such a composition can be written and designed when executives can harmonize around the 4 B’s of Buyer Experience Innovation. 

Top of Funnel 100

Top of Funnel Buyer Personas Buyer's Journey Digital Marketing Funnels 100

Oktopost

MARCH 2, 2020

If I asked you to think back on your last meaningful purchase, there’s a very high chance that online research was involved in your process. When you think of it the buying journey of 2020 is not the same as 2010, and definitely not the same as pre 2000. The 2020 buyer journey is an online journey.

Top of Funnel 136

Top of Funnel Digital Marketing Funnels Paid Search Agency Buyer Personas 136

Tony Zambito

DECEMBER 13, 2015

People, as buyers, do not always make decisions in rational and literal ways. Nobel-prize winning research in the fields of psychology and sociology have proven people, and buyers within organizations, are not fully rational when it comes to decision-making. Content Deluge Is Counter-Productive.

Buyer Personas 100

Buyer Personas Lead Ranking B2B Sales Research 100

Leadspace

MAY 2, 2023

Engagement Model Use Cases: Optimize your ABM investments – create and activate precision segments by level or type of interest with engagement and other account or buyer personalization to optimize conversion rates. It’s important to understand that engagement is best used in context. Is this person at a company with a high predictive fit ?

Lead Ranking 62

Lead Ranking Lead Scoring Marketing Automation Services Marketing Analytics Tools 62

SalesIntel

JULY 28, 2023

Not understanding the buyer’s persona Designing the sales funnel requires teams to know and understand the buyer persona. Instead, teams need to direct their focus on how to identify their buyer, who they are, and where they can find them online.

Top of Funnel 52

Top of Funnel Cost Buyer Personas Digital Marketing Funnels 52

Tony Zambito

OCTOBER 18, 2010

.  Complex B2B buyer experiences, in similar ways, have the nature of involving experiential processes within seven phases of the buyer journey.    These processes also have a tendency, in a B2B context, to recycle during the entire buyer journey and contribute to the overall buyer experience. 

Buyer Personas 100

Buyer Personas Buyer's Journey Allocation Trigger Marketing 100

ATAK Interactive

JULY 21, 2020

82% of B2B buyers today spend more time in the research phase, extensively evaluating a product or service before purchasing. Buyer power has increased and as such, B2B businesses have to adapt to this new buyer journey and integrate new techniques to win and retain these customers. Case Studies.

B2B Sales 148

B2B Sales Work Management B2B Thought Leadership Marketing Management 148

Tony Zambito

NOVEMBER 8, 2015

Including experience mapping, journey mapping, ethnographic research, design thinking, and customer co-design. Taking this further, the one buyer, one end goal, one path, and one scenario framework is an important principle towards making such exercises insightful and actionable.

Buy 100

Buy Buyer Personas Acquisitions Correlation 100

ATAK Interactive

JULY 21, 2020

82% of B2B buyers today spend more time in the research phase, extensively evaluating a product or service before purchasing. Buyer power has increased and as such, B2B businesses have to adapt to this new buyer journey and integrate new techniques to win and retain these customers. Case Studies .

B2B Sales 128

B2B Sales Work Management B2B Thought Leadership Marketing Management 128