Trending Sources

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.

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?

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.

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.

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

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. 

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. 

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

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.

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

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 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.

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.

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.

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.

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.

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.

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.

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.

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!

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 .

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.

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.).

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.

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.

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.

Map Your B2B Content Marketing Plans to Your Personas with These 5 Easy Steps

It's All About Revenue

The growth of digital content has exploded. According to the Content Marketing Institute, B2B marketers created 70% more content last year than they did the previous year – while 42% published new content multiple times per week. The question we need to ask ourselves is do we really need new content daily? It seems to me that many of us have fallen into this cycle of churning out as much content as possible, but is this really the right approach? Start with a simple content map. Develop Buyer Personas. These are your buyer personas.

Plan 94

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. To learn more about the problems with poor content. Adele Revella.

The Content-Ready Buyer Persona

B2B Marketing Insider

Recently, Cintell was a proud sponsor of a Marketo webinar with Ardath Albee on the topic of content marketing and buyer personas. In the event, she revealed that content output in the past 5 years has increased by 78%, but content engagement has decreased by 60% (according to TrackMaven). What’s Buyer personas done right make content marketing decisions crystal clear. .

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

Visually

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

The Critical Importance of Buyer Personas in B2B Marketing Today

Fearless Competitor

“ Buyer Personas are more than a story about a person. ” – Adele Revella of the Buyer Persona Institute. Most people do not produce enough content because they do not know how to create “engaging content” Could be that they are internally editing or have pre-conceived (over corporatized) notions about what is effective/allowable. better yet.

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.

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. Shannon’s firm helps companies ranging from emerging startups to Fortune 1000 enterprises facing various marketing challenges in demand generation, content, messaging, strategy and more. This is why creating buyer personas is so important.

Informed Customer Understanding Should Guide Marketing

Tony Zambito

For example, one shiny object has been content marketing.  For some who have gone “all in” with content marketing, they may just be discovering the constricting of their marketing to such has not been fruitful.  While others, were able to achieve significant growth via content marketing – whether by chance or by knowledgeable strategizing. by Anton Scherbik. Choosing Wisely.

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.

Mapping Buying Experiences: Creating Growth Through Aligning With Buyer Goals

Tony Zambito

Buyer Persona-driven : goal-directed buyer personas contribute to ensuring experience and journey maps are relevant and specific to a group of buyers and that they align well with the relevant goals of a specific buyer group. Leading the organization to restructure important content towards instilling confidence in goals being reached versus a constant reminder of fear.

Buy 126

Why Buyer Personas are a Potential Obstacle to Demand Generation Success

ANNUITAS

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

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. Buyer Personas are extremely useful for developing and evaluating messaging, content and offers that differentiate your brand from competitors. MESSAGING AND MEDIA.

How Buyer Personas Can Make Your Marketing Automation Smarter

It's All About Revenue

by contributor | Tweet this Editor’s Note: Today’s blog post comes courtesy of Tony Zambito , the creator and today’s leading authority on buyer personas. In 2002, Tony established the first-ever buyer persona development methodology designed specifically for B2B Marketing and Sales. What Are Buyer Personas? Interaction Smarts.