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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. Buying processes and buyer journeys. Professions. Roles.

New Approaches To Understand Customers Needed In A Digital Transformation World

Tony Zambito

Strikingly, in these same few years, you will also find developing customer understanding also on the list of CEO priorities. What becomes clear considering these surveys is that many CEOs see growth resulting from a strong understanding of customers.  Leaving many companies and marketing organizations with an incorrect view of their customers. Illustration by Nikita Kozin.

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.

So You Think You Know The Customer’s Buying Process?

Buyer Insights

However, in winning the sale it is important to look beyond the buying decision to see the customer's broader business and procurement goals. Buying Process Featured Buying Decision Buying Research Procure To Pay Cycle Procurement Process Sales ProcessSellers are naturally focused on the purchase order.

B2B Marketing Trends for 2016

processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. And they expect an optimized customer experience from end to end. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. or current customer is.

MQL to SQL: The Qualification Process [Infographic]

B2B Marketing Insider

The customer lifecycle is a useful guide to help you gauge a lead’s readiness to purchase. The post MQL to SQL: The Qualification Process [Infographic] appeared first on Marketing Insider Group. This is important because the status of your lead should affect your lead nurturing strategy. For example, […]. Content Marketing

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The Unsung Heroes of the Sales Process

LeanData

They are the architects of an efficient, repeatable and scalable process. The domain of Sales Ops is incorporating this brave new world of technology into a process that makes teams more productive. It’s about internal customer service.”. They work quietly in the shadows. They are considered part of the supporting cast, not the leading actors. They’re like the fixers.

4 Ways The B2B Buying Process Has Changed in 2015

Crimson Marketing

Improving and creating effective marketing strategy means marketers need to thoroughly understand the B2B buying process and how it is evolving. The Buying Process Is Growing More Complex. As a result, the modern B2B buying process looks less like a linear path from first contact through to sale—it’s more like a spiderweb of social influence and research channels.”

7 Benefits of a Prescriptive Sales Process

Your Sales Management Guru

7 Benefits of a Prescriptive Sales Process. By taking the time to document what each salesperson should at each step of the sales process you will ensure higher levels of performance. One of the best ways to help B and C performers improve is to write out a prescriptive sales process. During the sales process your company’s value proposition must be proven.

B2B Marketing Trends for 2016

processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. And they expect an optimized customer experience from end to end. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. or current customer is.

Better Processes & Improved Focus with Queue-Based Lead Management Platforms

Sales Prospecting Perspectives

Many of us are familiar with list-based platforms that help sales reps access a centralized data repository of potential customer records. Removing all of the additional work required to sift through the list frees up your sales team to focus on lead nurturing and building relationships with the lead in an effort to move them closer to the buying process. Source: HubSpot ). hours.

Integrating Social Media Listening Into The Sales Process

Sales Prospecting Perspectives

Every sales professional understands that listening to your customer and building genuine relationships is the key to business development. Steps to Social Listening in the Sales Process. These social media listening tips don’t just aid the sales team in online monitoring of their prospects, but it also integrates their process with the marketing team’s current goals and data usage.

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.

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.”.

B2B Marketing Trends for 2016

processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. And they expect an optimized customer experience from end to end. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. or current customer is.

Social Intelligence adds value throughout the Stage Gate Process

Buzz Marketing for Technology

Social data is becoming increasingly important in the new product development processes of many companies. Information gathered as part of market analysis might signal that customers are showing strong preference for the features of another company’s competing product. Social data can also be invaluable in the media planning and buying process.

BlueVenn Bundles Omnichannel Journey Management, Personalization, and Single Customer View

Customer Experience Matrix

The company offers what it calls an omnichannel marketing platform that builds a unified customer database, manages marketing campaigns, and generates personalized Web and email messages. The Venn in BlueVenn The unified database process, a.k.a. This sort of identity resolution is a batch process that runs overnight. BlueVenn has only been active in the U.S.

Informed Customer Understanding Should Guide Marketing

Tony Zambito

While others portray that if you just do these few things, then there will be a proverbial pot of gold, at the end of the year filled with overflowing coins of new leads and customers. One thing that is clear is the dynamics of markets, customers, and sellers continue to unfold in new ways.  by Anton Scherbik. If it were only that simple…. What Should Guide Marketing? Choosing Wisely.

7 Benefits of a Prescriptive Sales Process

Your Sales Management Guru

7 Benefits of a Prescriptive Sales Process. One of the best ways to help B and C performers improve is to write out a prescriptive sales process. By spelling out the steps that the A performer often uses intuitively in her sales process, you can develop the rest of your sales staff. During the sales process your company’s value proposition must be proven.

Connecting the customer experience

Conversionation

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

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.

My online influencer research and engagement process

Biznology

So, my process is: set up SDL SM2, add all the keywords I have collected through going down a Wikipedia rabbit hole, let it go to parse, search, and churn. The post My online influencer research and engagement process appeared first on Biznology. At least, right now, it’s a one man band. Really big. You just won’t believe how vastly, hugely, mind-bogglingly big it is.

How to Validate Your Blog Post Topics: A 3-Step Process

Hubspot

To help you avoid wasting time on topics and keyword plays that won't generate a meaningful return for your business, we've put together a simple process for validating your ideas before you start writing. How to Validate Your Blog Post Topics: A 3-Step Process. 1) Get to know your audience really well. But as it turns out, that's not the end of the world. The result? Jackpot.

Is B2B Content Engagement Heading In The Wrong Direction?

Tony Zambito

For example, in one organization I helped recently, they perceived there were 7 stages for a generalized buyer’s journey of their target customers.  Applying processes and policies that are applicable to that situational scenario.  In other words, buyers are not in a consistent state of a 5, 6, or 7 stage buyer’s journey nor is this so called journey the same each and every time.

Four Sales and Marketing Processes that Demand Marketing Automation

Salesfusion

The post Four Sales and Marketing Processes that Demand Marketing Automation appeared first on Salesfusion. Best Practices Customer Interaction Nurture Marketing

Streamline The Sales Process With Digital Marketing Solutions

B2B Lead Blog

Smart marketing and analytics, however, helps digital marketers know what customers want, […]. With the democratization of the Internet, businesses of all shapes and sizes have the same opportunities. This also means that every business is completing against corporate juggernauts in the Fortune 500. Businesses not operating at peak efficiency will soon find themselves going under.

The Branding Process for Professional Services Firms

Hinge Marketing

The branding process is a systematic approach to creating and promoting a firm’s brand. The brand building process can be applied to either the development of a new brand or the rebranding of an existing firm. In this article we’ll review the context in which the process is used, what happens during each phase, and what success looks like. This process is adapted from the one we use at Hinge ­— a program based on a decade of research into thousands of high-growth firms. But what about the “branding “process”? What is the branding process? Brand Tools.

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The Emerging Importance Of B2B Ethnography To Buyer Personas

Tony Zambito

Better, deeper, insightful, and well-rounded understanding of customers and buyers is on the top of the list for many CEOs and CMOs today. This is still a narrow buying process perspective designed to view the buy/sales cycle to a  “win” as opposed to a “loss”. This is then combined with win/loss questioning focused on the buying process (or buyer’s journey).

Continuum and Process vs. Event, Project or Campaign Thinking

Avitage

It’s past time to shift your thinking about your approach to marketing activities as an event, project or campaign, to continuum and process thinking. The problem is, if a B2B buyer is at a different stage in their buying process than the content you distribute suggests, you could miss engaging them entirely. The content challenges of his customers are a real problem.

Are Your Buyer Personas Data Overkill?

Tony Zambito

With many touted frameworks and processes being representative of buyer personas in name only.  The notion of operations is implicit in science, systems, processes, analytics, and rules. Enabling analytics and reports on profiling attributes and activities of buyers and customers as gleaned from a database. Information Overload by Jenny Chisnell. Data Overload.

Coaching and Challenging Prospects Through the Sales Process

Sales Prospecting Perspectives

Too many sales reps rely on their customers to coach them through the sales cycle. While this trait may not be inherent in most people, it’s a style that customers are responding well to according to a detailed corollary study in the book. This isn’t customer service in the restaurant, where the motto is “The customer''s always right.” So it’s OK for customers to not always be right, because they tend to go with what they know and what they’re comfortable with. Challenge yourself to challenge your customers’ responses and objections

How to Build a Process for Growth Experiments

Hubspot

Customer acquisition! While the idea of “growth” -- and all of the hacks, tips, and tricks that go along with the term -- can often feel a bit buzzy and overwhelming, real growth actually is actually the result of well-established processes and an internal emphasis on experimentation and testing. How to Build a Process for Growth Experiments. Revenue growth! Leads goals!

Pursuit Of Goals Drive Buyer’s Journey

Tony Zambito

Customer Journey by Rafael Garcia Motta. The idea of understanding the process by which buyers make choices and decisions has been around for quite some time.  In sales for the past few decades, it has been called understanding the buying process.  The insights gleaned from such mapping can contribute to improving processes and experiences for customers and buyers. 

Am I connecting with my customers enough? 10 tips for customer outreach

Biznology

How’s your customer outreach? You might be looking at how to secure new customers and follow up on leads, but are you also keeping your existing customers happy? We hear a lot about customer engagement and outreach these days. We have our finger on the pulse of our customers like never before—and yet, many of us wonder, “Am I connecting with my customers enough?”.

Feeding Sales Is a Process, Not a Project.

Sales Engine

They realize that engaging with prospects through the internet is a process and not a series of projects—and marketing’s job is to generate leads that create actionable sales intelligence. In fact, Forrester says that as much as 90 percent of the buying process is complete before the prospect engages with a vendor. The process won’t be the same with the next prospect.

What a Basic Sales Process Looks Like [Infographic]

Hubspot

Think of a defined sales process as the outline of selling. Without a concrete sales process, reps create their own strategies, which gives rise to two negative results: Depending on how the rep approaches sales, they might provide a bad experience for the buyer. If your team doesn't work from a standardized sales process, check out the visual template below. Qualify. Connect.

Gamification of the Sales Process

Sales Intelligence View

Turning the sales process into a game is not a stretch of the imagination for companies. In may ways companies with B2B sales people have already added game mechanics into the process on a small scale. This is where most companies end the game process but that is about to change. hear more and more companies trying to add a layer of gamification to their sales processes.

The Time has Come for CMOs to Rethink Their Marketing Organization and Processes

It's All About Revenue

While the title of this post implies an holistic connotation — and while I do believe that CMOs do need to rethink their marketing organizations and processes from an overall perspective, for the sake of this particular post we'll keep it in the context of l everaging new technology and marketing platforms. " Two key areas we focused on were skill sets and talent.

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.