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Overcoming The Content Personalization Challenge With Buyer Persona Research

Tony Zambito

Projects often afflicted in an analogous way like troublesome commercial real estate development.  To get at the core of overcoming the content personalization challenge today, organizations will need to develop a  deeper understanding of buyers and customers.  Buyer Persona Research. Nor are they informed on essential design principles related to technology. by icon 54.

The 17 Best Keyword Research Tools for SEO and SEM


That’s where keyword research comes in. So once you or your team have developed topic ideas, planned content , and researched those subjects,  it’s time to use keyword research tools to find the best phrases to match up searcher intent with your approach to each topic. Here are 17 of the best keyword research tools according to expert reviewers. 1) SEMrush.

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

Tony Zambito

For example, accounting software designed for independent accountants who consult can include segments of independent accountants and accounting firms.  Similarly, we are seeing previously called profiling-based win/loss interviewing approaches now being called buyer persona research. Thus the need for using skilled qualitative research to uncover implicit reasoning and thoughts.

Mapping Buying Experiences: Creating Growth Through Aligning With Buyer Goals

Tony Zambito

Including experience mapping, journey mapping, ethnographic research, design thinking, and customer co-design.  In consumer-driven marketplaces, some of these approaches have been used successfully to reshape overall customer experiences. Engaging new buyers and repeat customers are the lifeline to achieving growth. Understanding Buyer Interactions Matter. Aligning With Goals.

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Content Methodology: A Best Practices Report

Product and research divisions can provide dynamic. NEEDS DEVELOP. Develop a voice, tone, and perspective that’s. freelance writers, designers, strategists, and. writers, designers, strategists, videographers, and managing editors) Crawl Walk Run IV. Elisa Cool, vice president of brand development at Contently, and Ari Kepnes, content strategist at Contently.

AG Salesworks Launches Sales Development Certification Program

Sales Prospecting Perspectives

The AG Salesworks brand represents predictable, efficient, positive, and impactful sales development. December 17, 2015 – AG Salesworks , the industry’s first sales development certification offering designed to better serve and educate sales development professionals, today announced the availability of its training curriculum. Marlborough, Mass. About AG Salesworks.

How to Hire a Designer to Help With Content Marketing


While you can launch a website and make do with doing your own design work for a while (and maybe one of your salespeople can lay out a data sheet), at some point, it simply makes good business sense to hire a designer. Let’s take a closer look at the biggest issue: how design affects your website. Bad design hurts your bottom line. Bad design costs you traffic, too.

The Design of Content Marketing

Tony Zambito

What is becoming more evident each year is that organizations need to move from thinking about which forms and media to use to employing experience design thinking into content creation.    Content creation, without experience design thinking, is prone to the former versus the later.  Image by neonihil via Flickr.   Where should content marketing start then? 

How To Prioritize Your List of SEO Keyword Research

KoMarketing Associates

Developing a list of good keyword opportunities can be both time consuming and challenging. Keyword targets that need to be integrated into new, or to-be-developed content marketing assets. Successful application of SEO keyword research means matching content with the potential search intent of the user. Wikipedia entry (research-oriented). Probably not. Final Thoughts.

Content Marketing Playbook: Strategy and Roadmap

is developing. In concert, GE has developed an active, devoted following on nearly every social channel—from. In this play- book, we’re going to examine how you can start plan- ning your content strategy to develop a content road- map that will set your company up for future results. We can’t tell you what your content roadmap looks like, but we can tell you how to design it.

Designer 101: The User Experience Design Umbrella

EMagine B2B Blog

This post is the beginning of a new Web Design series written by our Senior UX Designer, Fallon Boegmann. Who is your designer, really? The age-old idea of a traditional designer is vastly outdated; today there are numerous experts in the field, each focusing on different aspects of design: visual layout, user’s point of view, or with the product in mind. Enjoy!

Technology Marketers Hold Steady With Content Marketing [Exclusive Research]

Junta 42

They usually require a lot of time to develop an in-depth understanding of the products and services their company offers to be able to craft content that’s easy for their audiences to grasp. Respondents report improved effectiveness for every content tactic they are using (except research reports). If you’re a technology marketer, do your experiences align with the research findings?

The Telltale 8% Drop In Content Marketing Effectiveness

Tony Zambito

These mirror my own findings in conducting qualitative buyer persona research interviews directly with buyers the past two years.  In one such buyer interview, an executive handed me a folder, rubberbanded. The Forrester report, as well as others, alludes to this problem.  I have seen it in my own qualitative buyer research. by Aha-Soft. Buyers Are Saying The Same.

Applying Growth-Driven Design to Ecommerce Websites


The use of Growth-Driven Design (GDD) is an effective, dynamic marketing approach. Unlike traditional web design, which can be hypothesis-based and largely static, GDD is dynamic, evolutionary, and implemented based on real feedback and user data. Implementing Growth-Driven Design processes is an effective way to ensure that this always happens. Analyze and Develop.

The Emerging Importance Of B2B Ethnography To Buyer Personas

Tony Zambito

In recent studies by IBM and other research studies on CEO sentiments, customer insight and understanding are identified as a top focus for CEOs.  A majority of surveys also find a growing concern for both establishing and retaining customer loyalty in today’s digital marketplaces. Buyer Research Intent Requires Change. Redefining The Meaning Of Buyer Understanding.

Staffing and Launching Your Content Marketing Program

to execute a content marketing program, developed. content team, or design your approval workflow until you. CREATE EN G A G E. O P T IM I Z E ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY18 QUICK HITTER 250–500 words to introduce breaking news, research, or. the story (the writer, designer, illustrator, videographer, etc.). All rights reserved. Introduction 3 II.

Lessons in Story Design from Pixar’s Creative Team


This post, Lessons in Story Design from Pixar’s Creative Team , written by Ashley Taylor Anderson , appeared first on Ceros Blog - Interactive Content Marketing & Design Tips. recently had the chance to explore the behind-the-scenes process that goes into Pixar filmmaking at the Cooper Hewitt Museum’s Pixar: The Design of Story exhibit. Key Story Design Takeaways.

State Of Buyer Personas 2016 Survey

Tony Zambito

This is where I need your help.  I am looking for marketing and sales leaders in business organizations who have thought about or implemented buyer persona development. In 2015, we have seen greater usage and the introduction of cloud-based platforms designed to automate buyer persona management.  by Johan H. W. Basberg. There has been much content propagated on buyer personas. 

13 Key Website Design and Development Areas to Bring in Business

Hinge Marketing

When it comes to website design and development, professional services firms that commit these common lapses hurt their ability to compete and engage its audiences. Let’s examine 13 make-or-break areas when it comes to website design and development. According to our research , 80.8% of prospective buyers visit a firm’s website at some point during the buying process.

Informing Content Strategy with Buyer Persona Development

Tony Zambito

  Buyer persona development is a methodology for informing strategy.    Buyer research insight : buyer persona development, done via sound qualitative means, can reveal illuminating insight into what buyers are actually researching for in the buying process.    Knowing what buyers are researching for determines what should be produced.

B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. are recommending to our clients is messaging designed outside your. great example is Moz’s Web Developer’s SEO. Reference content can include research, surveys and guides. Spectrum of Marketing Initiatives With so much advancement in vendor solutions designed to support and. Look for.

7 LinkedIn Marketing Tactics Designed To Boost B2B SEO Performance

KoMarketing Associates

But as Google refines and rebuilds its search engine algorithm, relationships become a more important factor in building the links that develop relevance for keyword results. Once your skills list exceeds 50, use keyword research tools to trim off the least endorsed options, based on search estimates, popularity, and of course, applicability. LinkedIn Share Buttons. Work Experience.

50+ Statistics Designed to Influence B2B Marketing Budgets in the New Year

KoMarketing Associates

Successful B2B marketing programs leverage a combination of investments that improve on their existing strengths while also tackling new challenges and opportunities, all designed to grow revenue and build brand. For the proposing new tactics and ideas, it is critical to have resources on hand in the investigative process and to provide support in development. Demand Generation.

3 Ways CMOs Can Achieve Deeper Insights Into The Customer Journey

Tony Zambito

by Vica Design. When the concept of customer experience burst onto the business world in the late ‘90’s, a natural extension became customer journey mapping.  In fact, the first large scaled buyer persona development initiative ever done was accompanied by detailed customer journey mapping in 2002. That is if personas are authentically researched, developed, and mapped to goal-directed behaviors and decisions. 2. As CMOs look ahead, gaining greater clarity into how buying behaviors are changing is becoming one of their most important aims. Fundamental Flaw.

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

Tony Zambito

In this same survey mentioned above, it was found 50% or more of marketers surveyed have not engaged in researching and creating buyer personas for their marketing efforts. Although the concept of buyer personas were founded nearly 14 years ago, the maturity of buyer persona development as a means to achieve customer-centric B2B marketing has some ways to go. by Matt Brooks.

B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. are recommending to our clients is messaging designed outside your. great example is Moz’s Web Developer’s SEO. Reference content can include research, surveys and guides. Spectrum of Marketing Initiatives With so much advancement in vendor solutions designed to support and. Look for.

7 Current Design Trends Every Marketer Should Know


Truthfully, not all of us have the best design chops -- but that doesn''t mean we should be in the dark about the latest design trends. While Luckily, it''s easy to save yourself from feeling lost in the next design project you''re collaborating on -- you''ve just got to do your homework. This article is a great place to start your research. Design

Buyer Decisions Are Not What You Think

Tony Zambito

Nobel-prize winning research in the fields of psychology and sociology have proven people, and buyers within organizations, are not fully rational when it comes to decision-making.  A contributing element, found in behavioral research, is people (buyers) having the capacity to only retain a small amount of information to use specifically for decision-making. by Gregor Črešnar.

The sneaky method BuzzFeed uses to win the market research game

grow - Practical Marketing Solutions

In short, BuzzFeed has won the market research game: demographic information, complex psychographic data, location, and browsing history, all at its fingertips. The developers were caught, sternly reprimanded, and fined…nothing. The FTC simply told the “Brightest Flashlight” developers to delete the data they’d collected. By Kerry Gorgone, {grow} Contributing Columnist.

Right vs. Wrong – B2B Sales People and Additional Thoughts About the SiriusDecisions B2B Buyer Research


Citing sources from their own research and that of Forrester and Corporate Executive Board (CEB ) that show how the majority of B2B buying cycles are self-driven, digital endeavors, Sirius then showed additional research that said these research backed statements – including their own –  may not be completely accurate. However, they are all about the buyer.

B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. are recommending to our clients is messaging designed outside your. great example is Moz’s Web Developer’s SEO. Reference content can include research, surveys and guides. Spectrum of Marketing Initiatives With so much advancement in vendor solutions designed to support and. Look for.

Best Social Media and Digitial Marketing Research and Statistics of 2011, Part 1


Get the details behind these stats and many, many more here in more than 40 of the best articles and blog posts about social media, search, budgeting and digital marketing research, facts and statistics of 2011 so far. Social Media Stats, Facts and Research Does Facebook Need To Build A Search Engine? Large Enterprise Social Media Research, Facts and Statistics Inc. Oh yeah.

Data Storytelling 101: Helpful Tools for Gathering Ideas, Designing Content & More


From data collection to design, this roundup of resources is designed to make it easy for anyone to get started with data storytelling. Download this free guide and learn to design enticing charts and graphs that are easy to understand. Pew Research : Public opinion polls, demographic research, media studies, social and political trends. Tools for Design.

Buyer Personas Require Qualitative Research and Contextual Inquiry

Tony Zambito

Buyer Persona Development and the qualitative research methodology applied to creating buyer personas have proven to be an effective means for B2B organizations to reach a deeper understanding of their buyers.    Buyer persona development methodology is at its core a research methodology.  The Design of Content Marketing. Image by XXC via Flickr.

Taking a digital first approach to brand development: 3 key considerations

CMO Essentials

With mobile devices now commonplace and wearables on the rise, brands must think about how an integrated brand experience renders in these environments.   If your website does doesn’t have responsive design, for example, you run the risk of losing customers from a disjointed or unmanageable mobile experience. We’ve already excelled past the need for just a website. year-over-year, vs. a 0.3%

11 Brilliant Tools for Organizing, Developing & Sharing Your Ideas


most often use it for organizing research and interview notes, drafting blog posts and ebooks, saving articles to read later, and storing important information -- like my favorite code snippets -- for easy access. John Halko, mechanical design lead at prototyping company Oat Foundry, uses XMind to “organize everything from business strategies to product needs and specifications.”.

The internet of things, user experiences, and design


One of the most critical elements of the modern design process is research. Design teams work long hours to make sure that they not only have access to the right information, but also that they can understand what the incoming raw research findings are regarding that information. IoT is about not changing the design process, but completely disrupting it.

Social media research, customer insight, and the power of the one

grow - Practical Marketing Solutions

One year, after we had spent weeks on the road, we concluded our trip with a group of researchers at their headquarters in Atlanta. Although the research was indeed preliminary, if it turned out to be true this would be a devastating development that could bring our company to its knees. ” By the end, I hope you will be wary, too. We were stunned. We were in good shape.

5 B2B Website Design Trends for 2016

Hinge Marketing

We know from research that nearly everyone considering doing business with you will first look at your website. Thankfully, even small tweaks to your design can help you to keep pace with design trends can make a big difference. Compelling illustrations, combined with a clean and easy-to navigate interface, can be useful in the B2B website design. Material Design.

Research Shows Firms with Employee Advocacy Programs Grow Faster

Hinge Marketing

After all, employees have been developing relationships over appetizers and refreshments at networking events for decades. To find the answers , Hinge Research Institute teamed with Social Media Today. Nearly 64% of firms with formal employee advocacy programs credited them with attracting and developing new business, and nearly 45% attribute new revenue streams to employee advocacy.