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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. 4 – Digital Interaction Will Matter More Than Content. Why? .

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. I am afraid this can happen when companies are misguided in buyer personas, which are buyer personas in name only.

Overcoming The Content Personalization Challenge With Buyer Persona Research

Tony Zambito

Recent surveys of marketing professionals by Rapt Media , Forrester , Seismic, SAP , IBM , and others all indicate that content personalization remains the biggest challenge for marketers this year and for the foreseeable future. For example, in a survey of 500 marketing professionals by Rapt Media, over 80% stated content personalization as their biggest challenge. by icon 54.

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. Compounding the issue today is the prevalent use of the term buyer persona to describe customer segmentation and buyer profiling efforts. Buyer Personas. Professions.

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. C – Create Compelling Content.

5 Ways B2B CMOs Can improve Audience Development With Buyer Persona Research

Tony Zambito

A recognition of the growing importance of digital content marketing to overall marketing strategies today. As the concept of content marketing has become more prominent in the B2B Marketing landscape, so have terms and compartmentalization. For example, some content marketing pundits believe you should separate out audience personas. by Gregor Črešnar. Let us face it.

Use Buyer Persona Research To Improve B2B Customer Experience

Tony Zambito

Understanding How Customers Desire and Perceive Experience Through Buyer Persona Research. Buyer persona research can play a role. That is if organizations truly adopt the original intent and methods of buyer persona research. The same can be said for buyer persona approaches I have seen addressing content marketing. by Creative Stall. Would you agree?

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

Tony Zambito

A recent survey by B2B Marketing, in conjunction with the UK-based agency Tomorrow People, indicated only 38% of marketers considered their content to be “very customer-centric.” This mirrors findings of other surveys related to content marketing and customer-centric marketing, which consistently hovers in the 35- 40% range of “very customer-centric” or “very effective content marketing.”.

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. . by Scott Lewis.

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. C – Create Compelling Content.

State Of Buyer Personas 2016 Survey

Tony Zambito

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. There has been much content propagated on buyer personas. by Johan H. Basberg.

Study Confirms Importance Of Qualitative Research To Success With Buyer Personas

Tony Zambito

A 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. And, nearly 65% of those exceeding goals have updated their buyer personas in the last 6 months.

Is B2B Content Engagement Heading In The Wrong Direction?

Tony Zambito

When it comes to the state of B2B content marketing and engagement, this proverb is on the mark. According to a recent study by Track Maven , one among a few on this topic, shows both B2B and B2C marketers have increased their publishing of content in 2015 by as much as 35 to 40%. The Track Maven study found that content engagement decreased by 17% in the same period.

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. Much of the offered templates and practices are buyer profiles masquerading as buyer personas.

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. C – Create Compelling Content.

Is Your Organization Ready For Market Strategy In A Digital Economy?

Tony Zambito

Ranging from data-driven trending analysis to qualitative persona-based insights (both buyer personas and user personas fused into a market persona), market strategists will need newfound capabilities to distil, interpret, and act upon data and insights in order to not be caught unawares on disruptive market forces. Community Preparedness by Iconathon. Related articles.

Reboot Buyer Insights To Drive B2B Growth

Tony Zambito

B2B companies are struggling to make gaining buyer insights more than the gathering of analytics, buyer intelligence, sales intelligence, and buyer personas couched in factual data. Let us examine 5 signs indicating to senior executives it is time to reboot: Your Buyer Personas Are Outdated. Illustration by Gregory Cresnar. A Time For A Reboot. Rebooting. Reading Future Signals.

The Telltale 8% Drop In Content Marketing Effectiveness

Tony Zambito

The annual Content Marketing Institute and MarketingProfs B2B Content Marketing Benchmark Study 2016 is quite startling. Perhaps not as drastic as the Dow falling by 8%, but to see the percentage of marketers who believe their content marketing was effective drop to 30% from 38% in one year is a revelation. Documented Content Strategy Helps. by Aha-Soft.

Rethinking Market Strategy In A Digital Economy

Tony Zambito

The primary course of conversation in the past few years for CMO’s and their marketing teams has centered around customer centricity, customer experience, and content marketing. We have also seen organizations struggle with how best to adapt to new market dynamics related to customer behaviors and the role of content in reaching customers. by Delwar Hossain. For good reasons too.

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. Whereby, rethinking buyer persona development and insight gathering in a digital-centric world becomes a necessity. This applies to buyer persona development today. Reengineering Insights And Persona Development.

Why customer personas may be an outdated marketing technique

grow - Practical Marketing Solutions

A few weeks ago here on {grow} I ran a piece by Rob Petersen explaining the value of working with “customer personas” to develop a content marketing plan. Customer personas are a centerpiece of many marketing strategies today but I wanted to provide an alternative perspective. After all, aren’t our competitors creating content to cater to the same personas?

Understanding Buyer Personas: The Engineering Manager, Designer, and Project Manager

B2B Lead Blog

Buyer personas are the decision makers on which your sales and marketing team focus when looking to generate leads. They consume your content, click on your pay-per-click (PPC) advertising campaigns, and visit your landing pages. How well you know your buyer personas determines how […]. These are the individuals who determine the criteria for vendor acquisition.

Why Personas Fail

Cintell

There’s plenty of fervor around the need for buyer personas; so why do some fail to deliver real value? From where I sit, we have entered a new phase in the evolution of buyer persona maturity in marketing– or maybe this has been the phase we’ve been stuck in ever since the phrase “buyer persona” was first coined years ago, first in the design movements of the 90’s, and later into marketing and sales. 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.

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. . The infographic below will help you get started on creating your buyer personas and improve how you segment content to your buyers: . Source: MarketingProfs. Image: Courtesy of Jameela Oberman .

How To Lead With Customer-Focused Content

Tony Zambito

The explosion of content in the digital world is an unprecedented phenomenon just a few could have predicted twenty-five years ago. Content is ubiquitous in all phases of life and in business. In fact, it is getting harder and harder to find a slice of time where content is not invading precious personal or business space. by Creative Stall. New Dilemmas For Marketers.

Personas Are Great (Except When They Suck)

B2B Marketing Insider

I recently presented at a Content Marketing conference on the topic of content marketing personalization. I argued that personalized content was the key to defining the core job of marketing: to build relationships at scale. And I made sure to differentiate personalized content from personas. So, one of my points in the presentation: Personas are great.

Do Your Personas Need A Makeover?

ANNUITAS

Right now there are a lot of misguided, well-meaning marketers working on beautifully crafted, useless personas. Now, I’m not joining the persona naysayers (you know who you are). It’s true that there are a lot of less-than-actionable personas being built, but we shouldn’t throw the baby out with the bathwater. Personas create focus. Personas drive alignment.

What’s the Difference Between Buyer, Customer, and User Personas?

Cintell

At its very basic level, a “persona” is a character. Personas in the world of music refer to an artist assuming a role that matches the music they sing (think Ziggy Stardust adopted by David Bowie). In psychology, a persona can refer to the mask or appearance one presents to the world. But there are three distinct types of personas you should be aware of!

Why Define? Persona-Based Content Marketing Personalization

Synecore

In this post we’ll take a look at persona based personalization. Personalizing your content based on personas means tailoring towards the buyers’ stories to help them through their journey towards making a purchase. But what makes persona-based personalization effective? Buyer personas are first determined by segmenting your audience into different groups of people.

29 Ways to Use Your Personas

Cintell

You Built Personas, Now What? Creating buyer personas is only half the battle. If your personas are wasting away at the bottom of a desk drawer, gathering dust up on the wall of your office, or sitting ignored on the company intranet, it’s time to reimagine their potential. Here are 29 fresh ideas for putting your personas to work. For Content Marketers.

How Understanding The Goals And Intent Of Buyers Can Transform Marketing

Tony Zambito

Leading to more effective online engagement, content design, and sales conversations. This is also an important principle behind buyer insights research and buyer persona development. The many articles, books, and promotional material written about buyer personas, in general, are missing this key point. This issue is prevalent in misguided buyer personas also.

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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. In fact, if this is how they believe personas should be developed, they are right, do not waste your time.

Why Personas Fail

B2B Marketing Insider

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. In fact, 73% of companies currently use, or plan to use, buyer personas (ITSMA). Personas fail: 1. It’s 10am.

Best Practices For Identifying And Developing Marketing Personas For ABM

bizible

You’re not just marketing and selling to whichever individual downloads your content or interacts with your website, you have to be thinking about the entire account -- the whole team of people on the other side involved in the eventual decision. Identifying Marketing Personas. Identifying personas is figuring out who the audience is for your marketing. Who initially found you?

4 Myths Preventing True B2B Customer Understanding

Tony Zambito

In my years since launching Buyer Persona Research , the most successful companies utilizing buyer personas have made it about the latter – not the former. That is, making their buyer personas about customer research and not confirming existing buyer profiling assumptions. However, a big problem exists in buyer persona research and development today. by Alex Auda Samora.

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 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 Marketing

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. 

5 Ways to Turn Persona Research into Awesome Content

Akoonu

Successful marketing of any kind, whether content marketing, search marketing, account-based marketing, etc, all has one thing in common; success requires knowing your buyers. Strategic Marketing Buyer Personas Content Marketing ABMRand Fishkin of Moz took a sneak peek at our new Success with ABM eBook , and commented about the impact of understanding your buyers.