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5 Ways B2B CMOs Can improve Audience Development With Buyer Persona Research

Tony Zambito

The term, audience development , has become more ubiquitous in the world of marketing.  A recognition of the growing importance of digital content marketing to overall marketing strategies today.  For B2C CMOs, the concept of developing audiences and communities has been an essential core principle for some time. Investing in audience development remains a key goal for many B2B CMOs. 

Are Your Buyer Personas Data Overkill?

Tony Zambito

As the concept of buyer personas has crept into the conscious of both B2C and B2B Marketing, so has misguided representations of buyer personas become prevalent.  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. Data Overload.

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.

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

Tony Zambito

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.  believe, in part, the issue is fertilized by efforts to capitalize on the emerging popularity of the term buyer persona.  Buying processes and buyer journeys. Roles.

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. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. They're adopting buyer personas, content targeting and. Is the buying process seamless—are.

Mapping Buying Experiences: Creating Growth Through Aligning With Buyer Goals

Tony Zambito

Creating distinctive and engaging experiences, as part of how people and businesses go about making purchases, is getting more attention today than ever. 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.

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Informing Content Strategy with Buyer Persona Development

Tony Zambito

  Buyer persona development is a methodology for informing strategy.    CMO’s today should have on the table a robust understanding of their buyer personas and relevant segments before committing what are not so cheap dollars to content marketing tactics.  Prevent Demand Generation Failure with Buyer Personas. Image by Krista76 via Flickr.

The state of B2B marketing in Asia—moving toward digital


He kindly agreed to share his perspective on B2B developments in Asia. The headline numbers for regional economic growth, infrastructure development, and transactions are large in the aggregate, but made up of many small deals. Current Asia starts by mapping our clients’ customer journeys, and clearly defining their target customer personas. That puts pressure on margins.

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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.).

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. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. They're adopting buyer personas, content targeting and. Is the buying process seamless—are.

3 Ways CMOs Can Achieve Deeper Insights Into The Customer Journey

Tony Zambito

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. The second aspect to consider here is journey mapping, as done today, still has its claws in processing mapping dating back to the TQM movement. This is where consumer personas and buyer personas can be helpful. by Vica Design. Interestingly, it is not a new concept.

Pursuit Of Goals Drive Buyer’s Journey

Tony Zambito

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.  Customer Journey by Rafael Garcia Motta. Enjoy.).

Why Personas Fail


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.

How Understanding The Goals And Intent Of Buyers Can Transform Marketing

Tony Zambito

Understanding this relationship allows for a deeper analysis of buying behavior and what truly is driving purchase decisions.  This is also an important principle behind buyer insights research and buyer persona development.  The many articles, books, and promotional material written about buyer personas, in general, are missing this key point.  Tasks Versus Goals.

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Buyer Decisions Are Not What You Think

Tony Zambito

When marketing and sales leaders often think about how buyers make decisions, they are viewed through a prism of buyers making rational and process-driven decisions.  Leading to many strategies and tactics devoted to attempts to market or sell to the rationale behind decisions and buying processes.  Of late, the term “buyer’s journey” has come into vogue.  by Gregor Črešnar.

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. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. They're adopting buyer personas, content targeting and. Is the buying process seamless—are.

Reinvent B2B Sales With Buyer Personas

Tony Zambito

Without question, while B2B Marketing is focused on developing its new prominence in the early stages of the buying cycle via content strategy and content marketing, B2B Sales is caught flat-footed on how to adapt to changing buyer behaviors.    My thought here is very different than the conventional purchasing department.  Image via Wikipedia.   Who are they? 

The Future of Buyer Personas is Social - Part 2

Tony Zambito

In part 1 of this reflection on the future of buyer personas, I focused on how it is important to leave some of the major misconceptions about buyer personas behind in order to peer into the future.    The areas mentioned are also having a transformational affect on the practice of buyer persona research and creation.  Image by daniel_iversen via Flickr.

Buyer Personas Require Regular Refreshing

Tony Zambito

During a series of articles entitled The Future of Buyer Personas is Social , I referenced several times that the social age will cause a rethinking of buyer persona research and development.      One new important principle is the need to change from a static perspective of buyer personas to an ongoing refreshment of buyer personas

The Telltale 8% Drop In Content Marketing Effectiveness

Tony Zambito

With the amount of hype, “content about” content marketing, growth of content marketing agencies/consultants, and the explosion of content marketing conferences, the instinctive thought process is this percentage should be increasing – not decreasing. Use Buyer Personas To Understand How To Help Buyers Achieve Their Goals. Buyer personas can be helpful in this manner.

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.

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.

9 Questions You Need to Ask When Developing Buyer Personas


Buyer personas are a crucial component of successful inbound marketing, particularly for the sales and marketing departments. But once you sit down to craft your personas, you may find yourself staring blankly at a white screen for some time, wondering where on earth you're supposed to begin. Questions to Ask When Developing Personas. 1.) How do I identify this persona?

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


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). Our recommendation?

5 Tips for Developing Strong Buyer Personas

Fearless Competitor

Buyer Personas are the foundation of great B2B marketing plain and simple and there was a big discussion on Linkedin about personas recently. To create great lead generation campaigns , you start with buyer personas. great book, Launch by Mike Stelzner of Social Media Examiner, which we were hand-selected to review , he calls these “ Person Personas ” – the emphasis must be on people and not on the sale. Without deep buyer(People) personas, you simply cannot be great at demand generation or lead generation at all. In fact, in his.

Should your B2B Marketing Plan Include Company Personas?


Part 1 of 2: The Confluence of Buyer Personas and Company Personas (look for part 2 coming soon with our partners at HG Data). The idea of creating buyer personas has long been used by marketers to create a human profile of our buyers. This enables us to understand, segment and target the marketing and sales process far more precisely to the organizations’ needs.

Why Define? Persona-Based Content Marketing Personalization


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.

Future of Buyer Personas is Social - Part 4 ( A New Role and Framework)

Tony Zambito

This is the fourth part of a series of reflective articles on the future of buyer personas.    In part 1 through part 3 I focused primarily on misconceptions, what needed to change, and why changes must take place in buyer persona development in the social age.  The Science of Buyer Persona Research. Image by Arenamontanus via Flickr.

B2B Marketing Rock Stars: Data Is Driving Modern Buyer Personas

Crimson Marketing

Traditionally, B2B marketers have created buyer personas from customer hunches, not factual customer data. “As a result,  a vast majority (83%) of B2B marketers say that their buyer personas are only ‘somewhat’ effective, according to a study from the ITSMA. ” Only 39% of #B2B marketers see conversion rates increase from buyer personas – why?

How to Develop a Comprehensive B2B Marketing Strategy

Sales Prospecting Perspectives

It''s time to dive into developing a comprehensive marketing strategy. To achieve this you will need to not only test, measure and repeat, but pay close attention to what you learned from buyer persona exercises and how they go about making purchasing decisions. lead qualification process that provides fully qualified opportunites to the sales team. Enjoy this excerpt?

Why Lead Scoring and Personas Need To Be Connected

Digital B2B Marketing

Lead scoring and personas are popular topics in B2B marketing. Until B2B marketers begin talking about personas and lead scoring together they are missing an simple way to identify missed sales opportunities. Let’s look at lead scoring, personas, and the connection that needs to be made. Demand Generation lead scoring personas

How To Create Buyer Personas In Your CRM And Gain Deep Insights Into Marketing Performance


The development of buyer personas is a vital part of any marketing strategy. It informs marketers on how to find the right audience and develop the right message. Often times buyer personas are just characters on a poster hanging on office wall. But can marketers get more use out of buyer personas? How To Define And Create Personas In Your CRM.

How Buyer Perceived Risks (BPR) Affects Buyer Behavior and Purchase Decisions

Tony Zambito

The notion that perceived risks influences purchasing behavior has been around for quite some time.    As we have seen an increase in the complexity of the buying process, we are seeing a correlating increase in Buyer Perceived Risks (BPR)© associated with purchase decisions.  Image by IceSabre via Flickr. There is a given in all this.  Related articles.

Using Buyer Personas in B2B Marketing

Fearless Competitor

B2B Lead Generation | Buyer Personas. Buyer Persona models at Kadient. I’ve long argued that Buyer Personas are THE basic building block of B2B marketing today. In fact, a small software company in Florida simply called a meeting and discussed personas. Please note that standardized buyer personas work regardless of industry. In-person or online? Which ones?

Rethinking Your Buyer Persona: Who is the Real Decision-Maker?


It’s commonly known that buyer personas are essential to any successful inbound marketing strategy. But, in the B2B industry there have been some interesting (and even seismic) shifts in the last two years, causing the need for the buyer personas you created even just six months ago to be re-evaluated and possibly redone. The Real Buyer Persona Is The Online Researcher.

Stop Trying to Find an Easy Way to Build Your Buyer Persona

CMO Essentials

touted as “quick and easy buyer persona development” ? Who doesn’t want to make a complex process simple? While I applaud HubSpot for helping to make persona distribution attainable, the positioning of the tool risks confusing marketers. Notice, I used the word distribution, not development. You cannot survey your way through persona research. Persona on!

Live Blogging from the SiriusDecisions Forum on Operationalizing Personas


Reporting live from sunny, chilly Waltham, MA where 50+ B2B marketers sit rapt as SiriusDecisions Research Directors Pat McAnally and Christina McKeon walk through the challenges, goals, and best practices of operationalizing buyer personas. Top Challenges Related to Buyer Personas. ” “I just refreshed our buyer personas and want to use them more effectively.”

How Kele Developed a Personalized Email Strategy

It's All About Revenue

Through the optimization of marketing technologies and processes, she helps her clients better understand and engage their customers. Marketers must first identify each of their diverse buyer types, and then construct a strategy to speak uniquely to each persona. It’s time to develop an email strategy that will resonate with each customer. Read the full success story.

How Marketers Use Data to Develop Personas


As it relates to buyer personas, the study uncovered some key insights as to how marketers are using their database today with buyer personas. The study found that a marketer’s database is used for a variety of critical functions, including developing target buyer personas and identifying intended audiences for programmatic ad buying. Source: NetProspex.

Use Buyer Personas to Segment by Buying Behavior

Tony Zambito

  This may have been just fine – that is – until buyers have become fairly self-directed in the buying process as well as enabled by the Internet and social technologies.    Here is where buyer persona development can be of help.  Buyer Personas Require Qualitative Research and Contextual Inquiry ( Image via Wikipedia.