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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. Confusion by Adam Gale. Professions. Roles. Firmographics.

Connecting the customer experience


Enabling great customer experiences and optimizing processes and interactions across all touchpoints in a consistent and human, customer-centric way leads to marketing and business success. The customer experience is the sum of all contact moments (touches) the connected customer […]. Integrated marketing customer experience single customer view

4 Myths Preventing True B2B Customer Understanding

Tony Zambito

There is a big problem when it comes to B2B customer research.  According to various studies over the years (by credible institutions such as Harvard) regarding market and customer research, approximately 80% or better of B2B customer research is conducted to reinforce current assumptions about customers.  Thus, inundating customers with non-relevant content.

B2B 117

7 Elements Of Customer Understanding The C-Suite Must Master

Tony Zambito

Changes in customer and buying behaviors continue to rock the very foundations of many industries. According to recent surveys by PWC, Forrester, IBM , and McKinsey, disruptive trends in customer and buying behaviors are expected to continue over the next five years. What remains cloudy for CEOs and their C-Suites is what comprises deep customer understanding. by Yarden Gilboa.

The B2B Marketer's Field Guide To Customer Engagement

Leverage customer engagement and advocacy to drive brand, demand and profitable growth

How To Lead With Customer-Focused Content

Tony Zambito

The bar has now been raised for marketers to make it through the eye of the needle of customer attention.  The novelty of content has worn off its shiny coat for many customers and potential buyers.  Out Of Alignment With Business And Customer Goals. Compounding this issue, is the overriding benefit of content as seen by customers and potential buyers.  Related articles.

Use Buyer Persona Research To Improve B2B Customer Experience

Tony Zambito

Customer experience has been and will continue to be one of the major influences on how buyers make choices.  Recent research by SiriusDecisions found that for 80% of B2B buyers surveyed, customer experience counted as the top significant reason why they chose to work with a specific provider over another.  State Of B2B Customer Experience Is Unhealthy. by Creative Stall.

The One Thing That’s Better Than Knowing Your Customers

grow - Practical Marketing Solutions

Knowing your customers is a never-ending quest for most marketers. Understanding the customer helps marketers position the product, and sales teams persuade consumers to buy. However, there’s one thing that is even better than knowing your customers. Yes, Knowing Your Customers Is Needed. And don’t even get me started on listening to customers. Email.

Forrester Report: Customer Goodwill Is An Untapped Marketing Goldmine

Influitive b2b

Analysts at Forrester and Gartner have outlined how advocate marketing strategies can spark B2B growth by increasing leads, brand awareness, and customer retention. However, fear of failure still prevents many brands from investing in customer advocacy—especially if more traditional.

B2B Marketing Trends for 2016

And they expect an optimized customer experience from end to end. Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. always make more content, their customers can't make any more time. will be forced to value "fit" over "reach" where they target the customers that fit. or current customer is. B2B Marketing.

Marketers Are Struggling to Keep Up Customer Expectations: Here's Proof

Customer Experience Matrix

How pitiful is this: My wife left me alone all last weekend and the most mischief I could get into was looking for research about cross-channel customer views. Let's start with a truth universally acknowledged – that customers have rising expectations for personalized treatment. So, yes, customer expectations are rising and failing to meet them has a price.

Marketing: New architects of the customer experience?

grow - Practical Marketing Solutions

There seems to be a theme emerging on {grow} over the last few months and it is this: How can be effective marketers and have any influence over what has become a very strange and complex The customer journey (my friend Krista LaRiviere of gShift called this the “ dark funnel “). The customer journey is more tangled than the power cords in my computer bag. Now what?

Customer Experience Simplified

It's All About Revenue

However, as much as we overcomplicate things, there is no overstating the importance of providing the best customer experience possible each time, every time and across all channels. According to Gartner, 89% of all businesses will compete on customer experience this year. Another 89% believe customer experience will be their main differentiator by 2017. Customer Experience

Psychology and marketing: respecting and failing the customer


As organizations focus more on customer service, the customer experience and, well, anything that’s customer-related, there’s also an increasing attention for the psychological dimension of business (workers) and customers.

Customer experience and beyond: customer journey mapping


The key to creating business value is focusing on customer value. Truly understanding the needs and preferences of customers, as well as their behavior during the buying journey, is essential for your business strategy. Customers buy products and services but also experiences and emotions. The buying decision is connected, highly individual and highly emotional, even […

B2B Loyalty, The B2C Way

Find out how consumer loyalty principles can help B2B companies reward, recognize, and engage their customers

News from Krux, Demandbase, Radius: Customer Data Takes Center Stage

Customer Experience Matrix

Three announcements caught my eye, all highlighting the increasing attention being paid to customer data. Krux now has an “intelligent marketing hub” that can also load a company’s own data from CRM, Websites, mobile apps, and offline sources, and unify customer data to build complete cross-channel profiles. If I’m sounding vague here it’s because, frankly, so was Demandbase.

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.”.

Unpacking Challenger Customer Insights


The CEB book Challenger Customer, released in September 2015, will continue to garner support for its many insights. It assumes you have read CEB’s Challenger Customer. will highlight key Challenger Customer insights and suggest important implications, considerations, risks and required actions that I (and colleagues) missed the first couple of times we read the book.

Content marketing: a customer-centric manifesto


It is part of a bigger picture, aiming to create business value by creating customer value. It takes a customer-centric and integrated approach to succeed in content marketing. Creating business value through creating customer value using content marketing – and putting […]. Content marketing Customer experience Integrated marketing

B2B Marketing Trends for 2016

And they expect an optimized customer experience from end to end. Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. always make more content, their customers can't make any more time. will be forced to value "fit" over "reach" where they target the customers that fit. or current customer is. B2B Marketing.

Using Customer Contact Data to Tell Better Marketing Stories


If the stories are true, there was a day – long ago – when marketing with your gut and creating general, positive experiences was enough to draw customers into your lead gen flows. You already have everything you need – your customer contact data – waiting in your CRM. Shaping Customer Data into Stories. When product sheets and face-to-face meetings closed deals.

Strikedeck Adds Automation to Customer Success Management

Customer Experience Matrix

I first started paying attention to “customer success management” systems when I realized they were assembling data from multiple sources to build a consolidated customer view – something that could potentially serve other departments throughout the organization. This made them a fifth subtype of Customer Data Platforms (CDPs), along with systems based on marketing, lead scoring, sales advisory, and tag management. Strikedeck is aiming squarely at the same market as customer success leaders Gainsight and Totango but includes more automated execution of recommended actions.

Customer Data Platforms Revisited: The Future of Marketing Data

Customer Experience Matrix

It’s nearly two years since I introduced the concept of a Customer Data Platform , defined as a marketer-controlled system that builds a multi-source customer database and exposes it to external execution systems. Customer Management Functions CDPs exist because marketers need to coordinate customer (and prospect) interactions across channels. In fact, most do not.

Why Customer Experience is the Hot New Thing in Marketing


“The customer experience is the next competitive battleground.”. It’s old-fashioned, but it works: Be good to your customers. Be good from the first time they encounter you to years after they’ve become your loyal, return customer. And even recently we’ve seen several new-ish terms that describe what a great customer experience aims to achieve. And of customer advocates?

B2B Marketing Trends for 2016

And they expect an optimized customer experience from end to end. Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. always make more content, their customers can't make any more time. will be forced to value "fit" over "reach" where they target the customers that fit. or current customer is. B2B Marketing.

suitecx Offers Industrial-Strength Customer Journey Maps and More

Customer Experience Matrix

Customer journey mapping is now the buzziest of buzz words. Every self-respecting marketing automation system offers something called a “customer journey map,” even if it’s exactly the same as last year’s campaign designer or does nothing more than connect functionless icons on a virtual whiteboard. precisioncx completes the project by letting users design new customer experiences.

Why Every Company Has Time For Customer Advocacy (And Where To Find It)

Influitive b2b

You don’t have time to delight your customers with something like an advocate community. The post Why Every Company Has Time For Customer Advocacy (And Where To Find It) appeared first on Influitive. Marketers are busy people. That’s why the thought of managing another program or piece of technology every day sounds about as appealing as the next Justice League movie.

Customer experience and user experience: where they meet


Although there is a big difference between the customer experience and user experience, both are also related. Many techniques and approaches in customer experience management, customer journey mapping, etc. As a matter of fact, if we want to improve customer experiences we also need to […]. can also be found in user experience and service design.

How to Put the Customer First in Lead Generation

B2B Lead Generation Blog

Tweet Putting customers first in lead generation. As marketers, we have more ways to observe our customers behavior and can leverage tools like marketing automation, Web analytics and CRM systems to help us manage all this complexity. That missing piece is customer empathy. To build that empathy, I recommend: Push the acronyms aside and actually talk to your customer.

10 Ways To Show Your Customers Love

It's All About Revenue

little bit goes a long way to delight, so we put together a list of 10 ways for you to demonstrate appreciation and value to your customers. Happy customers make supportive advocates, so always aim to help, enable, and support. Showing a little customer love doesn’t require big, strategic efforts. commitment to customer success and service can start small. Check

Quit Obsessing About the Customer Journey

The Point

These days it seems to me that you can’t read a marketing blog, attend a marketing conference, listen to a marketing podcast, without hearing someone drone on about the customer journey. Suddenly, we are led to believe, the customer journey is all that matters. Lead nurturing , for example, must now coddle the buyer through every step of his/her journey to customer nirvana.

When to treat a customer like family

grow - Practical Marketing Solutions

One of my customers bought 100 percent of their raw material from the company I was working for, Alcoa. ’ ” Now THAT is customer loyalty. The lesson I learned from this is that your best customers aren’t customers. It is a great joy to me that my long-time customers become my friends. customer acquisitionThey helped us with product design.

Four ways customer connections will change by 2020

grow - Practical Marketing Solutions

It’s also going to be changing our customer connections. In general, this probably is how you connect with your customers today: Your website provides them a clear way to find what they’re looking for. It’s optimized for perfect viewing whether your customers/prospects are looking at it via a laptop/desktop or smartphone/tablet (it’s optimized, isn’t it?  Dramatically.

Customer Education: The Secret to Successful Marketing

Type A Communications

In the world of modern marketing, customer. B2B Marketing Content Strategy Customer Journey B2B Buyer Journey Carla Johnson Chuck Frey content marketing Content Marketing Institute Cultivate Communication Ecomagination Energy University GE Indium Joe Pulizzi Schneider Electric Type A Communicationsread more.

Act-On: Powering the Customer Experience


That’s the proverbial ‘loaded question’, but for now, let’s focus on what can be done to build a high-performing, sustainable marketing department that balances brand awareness, demand generation and customer marketing. Customer Experience. Deliver a great customer experience. Sloppy Growth” is a result of not thinking about your customer. Competitive Advantage?

How Content Drives a Great Customer Experience (and Profit)


Welcome to the Age of the Customer. Today, customers have more control over their buyer experience than ever before. The tricky part is that different teams within a single organization – social, demand gen, digital marketing, field marketing, inside sales, outside sales, customer support – are responsible for delivering content across various channels to the same buyer.

Increasing customer engagement with videos just got easier


Increasing customer engagement with video is not the same as upping the level of charm in the video. It’s getting the customer involved. It provides a better customer experience. FAQs can increase customer engagement with videos. The post Increasing customer engagement with videos just got easier appeared first on Biznology. This is unbelievably easy to do.

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How to create engagement with customer flow

grow - Practical Marketing Solutions

Most articles present Customer Journey as a given fact. They presume customers are happy with their purchasing journey. think there is a lot to gain for customers. Why just understand the customer journey? The graphics presented in this article build up to new understanding of the customer journey, what I like to call “Customer Flow.”

It’s All About the (Challenger) Customer


We were invited in to be part of a roundtable discussion on the trends we are seeing in the industry and also discuss the forthcoming book from CEB, The Challenger Customer. Blog B2B buyers B2B Marketing CEB Consensus Buying The Challenger CustomerIn fact, the average committee is comprised of 5.4 individuals. This is a book that can and should help spur on that needed change.