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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. Demographics. Confusion by Adam Gale. Professions. Roles.

Identifying Buyer Profiles: 5 Ways To Segment Your Marketing Audience

It's All About Revenue

We, as outbound marketers, owe it to our audiences to make sure that the information we’re offering is of the highest relevance and value. The challenge arises when you apply that to outbound mass marketing; without the right targeting and segmentation strategy , you might as well just walk over to that aforementioned security guard and give yourself up. Segment by Persona. ?The

Automated Behavioral Segmentation: Personalized in Real Time


Automated Behavioral Segmentation: Personalized in Real Time Behavioral segmentation categorizes prospects in different groups based on their actions or engagement patterns. The Basics of Behavioral Segmentation The concept of behavioral segmentation in marketing divides a demographic based on behavior. Personalizing the content makes this a reality.

Segmentation: 5 Steps to Help You Send Emails That Your Prospects Actually Want to Read


If your inbox looks anything like mine, you’re constantly being inundated with emails that have absolutely no relevancy to you, your job, your interests, or your needs. The answer to these email marketing woes is segmentation and personalization. In fact, companies who use segmentation say it increases conversion rates by up to 30%. Step Two: Identify Important Data Points.

B2B Marketing Trends for 2016

They expect content to be relevant, easy to find, and mobile- friendly. B2B marketers are expected to use that data, in combination with new tools for content. relevant and carefully targeted) content. Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. content.

5 Simple Ways to Segment Your Social Media Audience


Maybe they'll publish more often or change up the type of content they share. Segmenting their audience on social media. Segmentation is not a new concept for marketers. We use segmentation to send emails, create pricing models, and understand the behaviors of our most loyal buyers -- so why aren’t we applying this practice to social media? 1) Use social media targeting.

Be Relevant or Die: The New Nature of Nurture

Modern B2B Marketing

Author: Will Spendlove Nearly three-quarters of online customers are frustrated by brands that showcase irrelevant content and promotions. Harnessing relevance in your marketing efforts involves engaging , relevant , personalized content – you’ve heard it all before. Companies who are doing ‘the relevance thing’ well aren’t in the majority. Time to get relevant!

Geodemographics: Using Location-Based Segments for Targeted Marketing

Marketing Action

Quite a lot, as it turns out – especially to marketers trying to reach all of us with relevant messages. Segmentation strategies have long been a powerful way to target certain audiences, and geographic information is a key piece of the puzzle. Let’s take a look at the history of geodemographics and take a tour of the segmenting solutions being used in the marketplace today.

Segmentation Ideas for Nonprofits and Member-Based Organizations


What I also know is that when it comes to mailing lists and email segmentation, there is plenty of room for improvement. You create buyers personas by dividing your customers into groups based on different attributes (like age, occupation, demographics, personalities). The ideas listed below for member list segmentation can also be used for donors. Nonprofit Segmentation

B2B Marketing Trends for 2016

They expect content to be relevant, easy to find, and mobile- friendly. B2B marketers are expected to use that data, in combination with new tools for content. relevant and carefully targeted) content. Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. content.

The Importance of Understanding the Difference Between Personalization, Segmentation and Individualization


Learn the Difference Between Personalization, Segmentation and Individualization The word “personalization” is thrown around quite a bit by marketers, but in general terms has a few different meanings. Segmentation Some marketers claim they are using personalization because they use visitor segmentation in their messaging. The reality is this is just beyond segmentation.

What Is List Segmentation? [FAQs]


And the secret to having excellent MOFU marketing lies on how well you segment your contacts. Segmentation isn''t the sexiest of marketing topics, but it is one of the most powerful. What are segmented lists? At the basic level, they''re exactly what it sounds like -- you break up your contact lists into smaller segments. Why is segmentation important?

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27 Ways to Slice & Dice Your Email List for Better Segmentation


We've already made the case for list segmentation in email marketing , and we sure hope you've bought in. Still in need of a little refresher on the merits of email list segmentation? Alright, now that you're undoubtedly on board with list segmentation, you're probably asking yourself how you should slice and dice your own list. 27 Smart Ways to Segment Your Email List.

The Definition of List Segmentation [In Under 100 Words]


List segmentation is exactly what it sounds like -- you divide up your contacts into a bunch of smaller lists, or segments, based on criteria you set. These segments can be cut and combined in a number of different ways based on lead intelligence. For instance, you can segment your contacts based on psychographics, demographics, industry, company size -- you name it.

B2B Marketing Trends for 2016

They expect content to be relevant, easy to find, and mobile- friendly. B2B marketers are expected to use that data, in combination with new tools for content. relevant and carefully targeted) content. Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. content.

The 7 Building Blocks of a Solid Content Marketing Plan


Marketers are creating more content than ever. According to the Content Marketing Institute , 77% of B2C companies and 70% of B2B companies surveyed say that they are creating more content than they did just a year ago. However, producing more content is only productive when you have a solid plan in place. Step 1: Create Demographic Profiles. Create a calendar.

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Get Into Your Buyer’s Psyche To Create Relevant Digital Marketing


The more specific you can get, the easier it is to pick the most effective marketing tactics and distribution channels and to develop highly relevant content marketing. In digital media marketing, specificity means relevancy, and relevancy means higher engagement, more clickthroughs, and higher sales. ” 2) What are the demographics and psychographics?

Boost Email Relevancy With Dynamic Content

Industrial Marketing Today

IMO, they are and will continue to be very useful provided your content is relevant. The solution – use dynamic content to boost relevancy of your emails and make them highly personalized in order to truly engage with your audience of engineering, technical and industrial professionals. What is dynamic content in emails? Simply stated, dynamic content is mail merge on steroids. Dynamic content will automatically insert relevant content within your emails based on trigger rules and segmentation that you set up. Not so fast!

8 Strategies to stand out when you’re late to the content marketing game

grow - Practical Marketing Solutions

Content budgets are soaring, content output is exploding. If you’re the first one to dominate a niche with your content, you’re one of the lucky ones. You’re probably keeping a stranglehold on your leading position by publishing relevant, helpful, and interesting content on a consistent basis. Vary the content type. Content quality.

How do you build a content strategy when a market is already littered with “experts?”

grow - Practical Marketing Solutions

How does a brand build out a content strategy that can feel trustworthy and reputable, while still maintaining the brand’s identity and helping to improve ROI?”. Here is the process I would go through to help this marketing professional navigate in a crowded content market. So the first step in a content strategy is to make sure there actually is a strategy. A big question.

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Four ideas to overcome content saturation in your niche

grow - Practical Marketing Solutions

Here is the sneaky little secret of content marketing nobody likes to talk about. Often, to create an effective strategy, you don’t have to produce the best content. Content saturation is a legitimate strategy. Now let me address the “content purists” right away. Let’s look at a plan of attack if you are late to the content marketing game.

Making Industrial E-mail Marketing More Relevant

Industrial Marketing Today

Keeping e-mails relevant has become the key factor in proving their worth in industrial marketing. In this post, I’ve listed the major areas to focus on if you want to make your industrial e-mail marketing more relevant and productive. Better Segmentation, More Relevance. List segmentation is probably second only to relevant content when it comes to making your e-mails relevant to your target audience. Your list should be segmented into at least two broad categories – prospects and customers. Personalized Content.

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Three Ways to Improve Personalized Marketing


It’s been quoted 60-percent of marketing entities admit they struggle to personalize content in real-time. Let’s look at three major ones: GEO-IP SEGMENTATION Demographic segmentation is a concept that’s extremely important to all marketing departments. GeoIP segmentation leverages the “Birds of a Feather Flock Together” concept of marketing. You sell birdseed.

New Data Proves Why You Need to Segment Your Email Marketing


And as I've been conducting my research for the webinar, two particularly noteworthy trends from the evolution of email marketing have caught my eye: the importance of relevance and segmentation. The Importance of Relevance. One of the most common responses I received was that they expected the emails were going to be relevant to their interests. Image Credit: pj_vanf

GEOIP-Based Segmentation for Targeted Marketing


GEOIP-Based Segmentation for Targeted Marketing Segmentation is a very important element in marketing and personalization. One avenue of segmentation is geographic location (or GEOIP-based segmentation). Marketers reach audiences with relevant messages when targeted segmentation strategies focus on certain demographics. Demographics: Who are they?

Reasons to Ditch “Batch and Blast” and Get Started with Email Marketing Personalization

Vertical Response

” “To get started with such customization, conducting customer research is imperative,” explains Vertical Response Senior Content Marketing Manager, Linzi Breckenridge. Identify your target market(s), segmenting the groups of customers most likely to buy your goods and services. Think about which segment of the population has a problem your product is able to solve.

Why Define? Persona-Based Content Marketing Personalization


Personalizing your content based on personas means tailoring towards the buyers’ stories to help them through their journey towards making a purchase. Buyer personas are first determined by segmenting your audience into different groups of people. It is a helpful process because it helps marketers avoid projecting their own schemas and personas onto website or content design.

6 Ways to Create Rocket-Fuel Content for Marketing Automation

Modern B2B Marketing

Author: Anne Murphy Marketing automation is one of the fastest growing technology segments in business, and analysts predict it will grow to a $4.6 But marketing automation can’t run without content. . More than three-quarters of those invested in marketing automation say that developing processes and content is instrumental to success with the technology. And it works.

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The Future of Buyer Personas is Social - Part 1

Tony Zambito

  Let's look at a few: Buyer personas are not a buyer profile, a demographic profile, a psychographic profile, a market segment profile, a sales profile, a market research profile, a customer survey profile, or a focus group profile.    The latest trendy term of content marketing has even resulted in buyer personas being characterized as content profiles. 

Diving Deeper Into Drip Campaign Best Practices


Here, we address the specifics regarding the new “best practices” for drip campaigns, taking a closer look at Data-Driven Segmentation, Personalization, Predictive Send and Cross-Channel Nurturing. Data-Driven Segmentation Segmentation based on basic demographic data such as geo-location, industry and age is no longer enough. Predictive Send People want relevant emails.

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Content Marketing: Considerations When Defining a Content Plan


Content that is adapted to the preferred channels, digital signals, triggers, stages in the life cycle and needs of people is becoming increasingly important. The focus on relevant content, that also makes your business “found” in an online world is so strong that there is even a new word for it: content marketing. Having goals, a plan and processes in place matters in content marketing as well. What is often missing in what we call content marketing is a strategy, let alone a plan. The various target groups are divided into segments.

Keep Calm and Content On! 4 Ways to Write Compelling Content for Customer Nurturing

Modern B2B Marketing

Determining how to nurture your customers is a good start, but for your message to really catch their eye, you need to have compelling content. Follow these 4 guidelines to create content that resonates with your customers : 1. Without any personal affiliations with your customer, your words (in this case, your content) are what they hold you to. Keep Calm and Content On!

Improving Content Conversion with Dynamic Content

Modern B2B Marketing

by Dayna Rothman Today’s marketers know that quality content is essential to marketing success. Content needs to educate, excite, and inspire prospects, customers, and partners alike. When your prospect’s inbox explodes with offers daily, how do you ensure your content stands out? Options for Segmenting Dynamic Content. B2B Marketing Content Marketing

Data Storytelling 101: Helpful Tools for Gathering Ideas, Designing Content & More


It's an exciting time to be a content marketer. As more companies continue to jump on the inbound marketing bandwagon, the influx of content seems to be turning into a bit of a traffic jam. What better content to offer a consideration-stage buyer than a comparison chart between your services and your competition’s? Design Content Marketing Daily TOFUNot a data analyst?

4 Questions You Need to Answer Before You Create a Content Plan


At Contently, we’ve developed what we call a content methodology, a process to continuously improve the effectiveness of a company’s content across the enterprise. A content methodology works in much the same way as a flywheel. Organizations that invest in a content methodology become self-sustaining. What are my content objectives and KPIs?

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How to Segment Your Market and Increase B2B Conversions by 355%


Well, according to a study by Jupiter Research, companies that segment their databases increase their conversion rates on average by 355%. To create a robust, successful marketing campaign you need to provide content and messaging that’s relevant. You need to segment your list so you can, for example, send targeted emails and structure tailored telemarketing programs.

Is Content Marketing Killing Your Customer Conference?


So vendor user conferences were designed for a specific, succinct demographic and psychographic segment: information technology professionals. And, if they do find time, the vendor has just one chance to deliver the relevant, compelling information the employee desires, or risk losing their attendance forever. But primarily—I believe content marketing is responsible. Thanks to content marketing, your audience no longer relies on a single event—your customer conference—for their ongoing technology education. Here’s how: Be uniquely relevant to everyone.

6 Steps to a Content Marketing Plan that Can Drive Conversions

Marketing Action

All over the world, marketers agree – content marketing is hot! From my location in the Asia-Pacific market, I see companies increasingly exploring how they can adopt content marketing strategies into their marketing. That’s why content marketing may be the most reliable way to reach prospects – because they are growing smarter, and more informed. And it makes sense.

7 Ways to Increase Email Engagement

Marketing Action

Targeting: Select and segment the list to choose the right demographics for your message. Personalisation: Customise the email with the intended recipient’s name, job title, or other relevant data. Relevance: Use calls to action that drive to content that’s appropriate and engaging. Segment Lists and Target Messages. Start With the Subject Line. Open rate.