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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.

Six methods for smarter marketing segmentation

grow - Practical Marketing Solutions

Ask any marketer if they’re interested in smarter segmentation with their lists, campaigns, or otherwise and you’re sure to raise a few eyebrows. Marketing segmentation may just be an answer to  Content Shock , as choosing highly targeted and more granular content could help you reach your specific audience and make more conversions. Segment more granularly where you can.

Getting Started With Email Marketing Segmentation

Webbiquity

Email segmenting is one of the most powerful techniques for boosting open rates, CTRs, and total revenue per email. With the high cost for sophisticated email platforms and the technology segmentation requires, it makes sense. Fortunately, there is a simple way any marketer with 10 to 20 emails sent per month can take advantage of segmentation in email marketing efforts.

What Can Customer Segmentation Do for Your Big Data Marketing?

B2B Lead Blog

Customer segmentation is the act of dividing your customer base into segments based on the shared qualities of groups of your customers. Database Marketing Big Data Marketing data segmentation

Content Methodology: A Best Practices Report

for customer service. Customer service teams are the experts on customer pain points. president of global creative and content marketing. “It’s customer-first thinking. A lot. Business Goal Content Objectives KPIs Customer. customers Customer service • Number of service issues resolved using. become customers. Content. Methodology: A Best.

Target Your Best Prospects by Segmenting Your Best Customers

Modern B2B Marketing

Author: Mike Nierengarten As marketers, we work hard to acquire and retain new customers, but not enough of us spend much time thinking about what type of new customers we want to acquire by looking at our existing customer base. You might separate your enterprise sales teams from SMB sales teams, and you may have different cost per new customer targets for enterprise and SMB.

The 3 Most Popular Methods of Segmentation for B2B

B2B Lead Blog

Customer segmentation is powerful, because it allows the marketer to draw an accurate picture of their customers, group them according to similarities, and devise pinpointed messages to specific segments of their customer base. Big Data Marketing Lead Segmentation and Scoring Product Marketing data segmentationBut there is no one single […].

Segmentation: 5 Steps to Help You Send Emails That Your Prospects Actually Want to Read

Act-On

The percentage of emails being considered SPAM is hovering somewhere around 70%, This means that email marketers need to be savvier than ever when figuring out how to reach potential customers. The answer to these email marketing woes is segmentation and personalization. In fact, companies who use segmentation say it increases conversion rates by up to 30%. Of course not.

Are your marketing personas your sales market segments?

Biznology

The problem comes in when you haven’t thought through how those personas relate to market segments. Market segments are often used in marketing plans to decide which groups of prospects to target, but they are also frequently used in sales plans. Often, sales teams take different approaches with different market segments. Market segments are not equivalent to personas.

Content Marketing Playbook: Strategy and Roadmap

customers to reimagine GE on the cutting edge, which. they end up becoming customers of Moz, that’s great, too, but that’s a side benefit. two audience segments at at time can jeopardize the fo- cus and effectiveness of a nascent content operation. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. All rights reserved. Introduction 3 II. publisher.”

Improve Your Targeting Overnight With Data Segmentation

B2B Lead Blog

For years, marketers have been building customer profiles. Most marketers actually know their target customer quite well. What if you could fine tune this even further, separating your customers […]. You likely know the size business you’re targeting, how many employees they retain, what their annual revenue is, and whether they are B2B or B2C businesses.

The 2016 Complete Guide to List Segmentation

Vertical Response

When it comes to email marketing, list segmentation is the best tool for dissecting your consumer base. 2015 case study by MarketingSherpa found that proper list segmentation increased open rates by 20 to 40 percent, with a subsequent rise in click-through rates. Understanding List Segmentation. Advantages of Segmentation. When You Want to Give Back To Your Customers.

Personalized Marketing Using Data Segmentation

B2B Lead Blog

Personalization in marketing is just one of the powerful goodies you can get from modern lead data segmentation and analytics. You can create a unique, fully customized customer experience that blows the competition out of the water. Studies back up the fact that customers appreciate it when a company goes out of their way to […].

7 Ecommerce Segmentation Hacks for Profitable Customer Loyalty

Hubspot

While you won’t have those same face-to-face interactions in the online world, you know more about your customers than you think! With the right ecommerce and marketing platforms you have access to advanced customer segmentation that most merchants do not take advantage of. You will undoubtedly have your “Power Customers.” Gaining Customer Loyalty. Ecommerce

6 Ways to Segment Your Email List to Improve Your Success

Vertical Response

Well, If you’re ready to conquer this condition once and for all, you’ll need a healthy dose of segmentation. method with proven results, as illustrated in the chart below, segmentation can increase your open rates by nearly 39 percent. Here are six ways you can segment your list and get it back on the mend: 1. Loyal customers. Inactive customers.

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. segmentation.

Jump-start your content marketing through better market segmentation

Biznology

Yesterday’s Biznology® Webinar with Monique de Maio was about targeting different customer segments in your marketing. You’ve heard that content marketing is the best way to expand your prospect and customer base, but how do you get started to make sure you get the right content in front of the right customers for your product or service in the right place? 

5 Best Criteria to Segment Your Site Traffic and Personalize the Customer Journey

B2B Marketing Insider

The post 5 Best Criteria to Segment Your Site Traffic and Personalize the Customer Journey appeared first on Marketing Insider Group. Marketing Strategy Customer Satisfaction & Loyalty Digital Marketing increase conversions marketing strategy segmentationThis is because your user experience design is targeting a generic mishmash of your visitors. In […].

Top 5 Reasons to use Segmentation

Acquiring Minds

There are now more reasons than ever to invest in segmentation. Through segmentation a marketer identifies groups of customers that are ranked by their sales potential and can be classified based on any number of criteria.      By leveraging this intelligence, marketers can profile their ideal customer and forecast outcomes for marketing programs. Lower risk of opt-out.

Predictive Analytics: Should Automated Content Selection Work by Segment or Individual?

Customer Experience Matrix

The point was the difference between basing content selection on individuals and on segments. have never considered the distinction to be especially important, since segment membership is determined by individual behaviors and individual-level decisions are guided by behavior patterns of groups. Segment-based systems work best when only a few choices are available.

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. segmentation.

Why and How to Improve Audience Segmentation for B2B Marketing

Salesfusion

10 ways to segment your audience to meet the growing demand for personalization. For instance, serving specific prospects or customers targeted information at the right time and on the right channel based on their distinct profiles and preferences sounds like a fantastic model, but how do you actually deliver on that goal? Why Audience Segmentation Matters. Location. Function.

Confusing Customer Segmentation, Buyer Profiling, and Buyer Personas Harms Marketing

Opentopic

Compounding the issue today is the prevalent use of the term buyer persona to describe customer segmentation and buyer profiling efforts. The post Confusing Customer Segmentation, Buyer Profiling, and Buyer Personas Harms Marketing appeared first on Opentopic. – 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. The issue I am. Marketing - Financial Services

How Should I Segment My Database?

Modern B2B Marketing

Which is why, as you contact your database, it’s essential that you divide that database into segments, and tailor your communications for each segment – as we’ve learned, 23% of engagement is explained by segmentation. But to create meaningful segments, you need a platform that can divide your audience in meaningful ways. How Should I Segment My Database?

Geodemographics: Using Location-Based Segments for Targeted Marketing

Marketing Action

Segmentation strategies have long been a powerful way to target certain audiences, and geographic information is a key piece of the puzzle. Let’s take a look at the history of geodemographics and take a tour of the segmenting solutions being used in the marketplace today. Marketers use a lot of different strategies to gain an in-depth understanding of their customers and prospects.

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. segmentation.

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.

Market Segmentation 101 for Retail Businesses

Vertical Response

One of the most valuable strategies for effective marketing is segmentation. What is marketing segmentation? Market segmentation is dividing your total market into smaller groups based on common characteristics. Defining your target market allows you to communicate better with potential customers. Why do we have to segment? Conclusion. All rights reserved.

5 Simple Ways to Segment Your Social Media Audience

Hubspot

Segmenting their audience on social media. Segmentation is not a new concept for marketers. We use segmentation to send emails, create pricing models, and understand the behaviors of our most loyal buyers -- so why aren’t we applying this practice to social media? When most people think of social media segmentation, they think of paid targeting options. Organic. Google+.

B2B Market Segmentation – Part 2: How to Approach Segmentation

Everything Technology Marketing

In part one of our segmentation series , we discussed the importance of and rationale behind market segmentation. Let's take a closer look at actual implementation of market segmentation. Focusing on WHO a buyer is makes for more easily observable and actionable data that can be used to define segments and their boundaries. HOW DO I MARKET TO SEGMENTS?

Market Segmentation: Different customers need a different strategy

Direct Response Coach

But I also recognize the importance of market segmentation – and that not all customers have the same value in terms of revenue potential.  If a particular [.] The post Market Segmentation: Different customers need a different strategy appeared first on McCarthy and King Marketing. Many marketing executives like to keep things simple:  Find a marketing strategy that works – and repeat. subscribe to this approach myself – for the most part. Direct Mail Direct Marketing Email Marketing General Lead Generation Lead Nurturing

Marketing Automation Tips: Segmenting Your Customer Database

Fathom

Sophisticated segmentation sounds intimidating. And in the past, it may have been, though most marketers can agree segmentation almost always drives better results.  But, with the help of marketing automation tools like Marketo or Act-on, the segmentation game has changed for the better.… Marketing Automation/Email Marketing

List Segmentation By Campaign Activity: Why Do It and How to Get Started

Vertical Response

retail salesperson has the advantage of being in-person where they can see what the customer is drawn to and have a dialogue about it in real-time. ” If the customer says, no thanks, because what they really need is a new sweater, the salesperson wouldn’t be a very good one if they responded by offering up some earrings. We just got our new boots for the season.

A Framework for B2B Customer Segmentation – Part 1: Why Segment Your Market?

Everything Technology Marketing

Marketing segmentation is about subdividing markets into segments of customers that have similar needs and behaviors. This way, vendors can optimize their product offering, marketing, and sales approach to meet the specific requirements of the segment better and more cost efficiently than the competition. In complex markets, segmentation is not trivial.

The Advantages of Segmenting Your Email Lists

Vertical Response

Every time you send an email you risk losing customers. That may sound negligible, but if you have an email marketing list with 2,000 subscribers, that’s 6 potential customers lost! Luckily, there are ways to minimize your loss, and one of the best ways to keep unsubscribes at a minimum is to use list segmentation. Why Segment? Reward customers. It’s true.

Segmentation Ideas for Nonprofits and Member-Based Organizations

Hubspot

What I also know is that when it comes to mailing lists and email segmentation, there is plenty of room for improvement. Buyer personas are fictional characters based on your actual customers and target markets. You create buyers personas by dividing your customers into groups based on different attributes (like age, occupation, demographics, personalities). Active Members.

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.”.

New Feature: Email List Segmentation [Phase 1]

Vertical Response

Segmented lists get more engagement. This update allows for campaign activity-based segmentation, which means, you can segment your contact list based on a set of predetermined parameters related to opens or clicks. Save the search as a new segment. This level of segmentation can be of great use, especially if you manage a large number of contacts. Logic.

Improve Your Email Response Rates with List Segmentation

Vertical Response

Consider segmenting your list. But before you rush off to start dissecting that email list, let’s fill you in on the basics of list segmentation, why you should consider it and some ideas for smart segmentation. What is segmentation? Segmenting a list is simply the process of dividing it into sub-groups. Want to improve your email marketing response rates?

CMOs Win When High-Value Customers Are Treated Personally Online

Buzz Marketing for Technology

Posted in Advertising Behavioral Targeting Big Data Business Intelligence Commerce Content Marketing Conversational Marketing Conversion Optimization Customer Customer Experience Inbound Marketing Influencer Interactive Marketing Lead Generation Lead Nurturing Leadership Online Advertising Online Testing Optimization Strategy Thought Leadership.