Trending Sources

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.  Again, the emphasis on in name only for buyer personas are not about buyer profiling data collection.

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.

The Emerging Importance Of B2B Ethnography To Buyer Personas

Tony Zambito

case in point is we see a glut of content on what to find out about buyers, especially related to buyer profiling “repackaged” as buyer personas. Content, which suggests finding out basic demographics, pain points, personalities, and buying criteria. And, these conventional approaches are inadequate for insightful buyer personas. Buyer Research Intent Requires Change.

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

Tony Zambito

The term, audience development , has become more ubiquitous in the world of marketing.  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.  Utilize The Right Buyer Persona Research Approach.

Content Methodology: A Best Practices Report

Content. Practices Report Copyright © 2016 Contently. Why a Content Methodology Is Needed III. Culture of Content: The Foundation. for Content Methodology IV. Components of a Content Methodology V. Create a Content Plan VI. Contents “ If you want to learn. content possible based. the content creation and. Competitive Content.

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

Tony Zambito

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 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. There has been much content propagated on buyer personas

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. 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. 

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. B2B Marketing.

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

Why customer personas may be an outdated marketing technique

grow - Practical Marketing Solutions

”  -   Don DeLillo. 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. After all, aren’t our competitors creating content to cater to the same personas? Personas may hurt, not help, content creation. Finally, the dam burst. Human.

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.

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.

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. B2B Marketing.

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.

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?

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.

Email Marketing: 3 simple steps for building customer personas

B2B Lead Generation Blog

Tweet Getting the right content to the right people continues to be a challenge in B2B marketing according to Byron O’Dell, Senior Director of Demand Management, IHS, who recently spoke at MarketingSherpa Email Summit 2014. Byron explained how his organization transformed from batch and blast email sends to persona-driven campaigns. Define your primary prospect 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. content. B2B Marketing.

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. 

Intent 107

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.

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!

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.

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 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 Marketing

Growing Up – Moving Away from Kid’s Menu Content

Type A Communications

July 7, 2016 by Jeff Julian Content marketers love writing content.  It’s almost like we made Content Marketing up just to fool our managers into letting us write and get. Content Marketing Strategy Marketing Strategy Personas B2B Marketing content marketing content marketing strategy Jeff Julian personasread more.

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.

The five things most marketers get wrong about personas

Biznology

I’m tired of personas. Personas can be helpful in activating the right brain to really focus on communicating with real people, but only when personas actually resemble a small number of customer types. Here is what’s wrong with what I see smart folks doing with their personas: Opinions eat data. Creating too many personas. Letting personas go stale.

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. But there is a very sobering gap between the perceived value of buyer personas and the actual, realized value.

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.

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.  Enjoy.).

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. 8.

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). Content Marketing

7 Elements Of Customer Understanding The C-Suite Must Master

Tony Zambito

Insights are then derived from a combined multi-variant view, consisting of qualitative and quantitative analysis focused on customer behavior. 2 – Persona-Based Common Views. One of the central purposes of personas, archetypal representations of customers and their goal-directed behaviors, is to help enterprises develop a common view of customers. by Yarden Gilboa.

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.