Trending Sources

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.  Again, the emphasis on in name only for buyer personas are not about buyer profiling data collection.

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.  Buyer Personas. Confusion by Adam Gale.

The Emerging Importance Of B2B Ethnography To Buyer Personas

Tony Zambito

case in point is we see a glut of content on what to find out about buyers, especially related to buyer profiling “repackaged” as buyer personas. Yet, not very helpful for addressing the three concerns mentioned earlier nor to true goal-directed behavioral research related to buyer personas. And, these conventional approaches are inadequate for insightful buyer personas.

Use Buyer Persona Research To Improve B2B Customer Experience

Tony Zambito

Understanding How Customers Desire and Perceive Experience Through Buyer Persona Research. Buyer persona research can play a role.  That is if organizations truly adopt the original intent and methods of buyer persona research.  The same can be said for buyer persona approaches I have seen addressing content marketing.  by Creative Stall. Would you agree?

B2B Marketing Trends for 2016

They're adopting buyer personas, content targeting and. Follow the ICE Formula: • I – Identify your Buyer Persona. buyer persona is not a zombie—but a profile based. automation, persona development and mapping the customer journey. B2B Marketing. processes are fundamentally changing. through their own research, without talking to sales—until late in the journey. content.

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.

State Of Buyer Personas 2016: Strong Correlation Between Effectiveness And Goals

Tony Zambito

In 2016, we will mark the fifteenth year since buyer personas were first introduced.  The journey, however, continues towards professionals and organizations gaining a true understanding of what buyer persona development entails. What is clear is buyer personas are now entering the mainstream of dialogue when it comes to overall customer understanding. . by Scott Lewis.

Study Confirms Importance Of Qualitative Research To Success With Buyer Personas

Tony Zambito

recent survey conducted by Cintell*, entitled 2016 Benchmark Study On Understanding B2B Buyers , indicates that high performing organizations utilized qualitative research for their buyer personas.  The study focused entirely on the use of buyer personas for understanding B2B buyers. And, nearly 65% of those exceeding goals have updated their buyer personas in the last 6 months. 

Guide to persona and buyer persona models for integrated marketing

Conversionation

Using personas in (online) marketing is not new. Among others conversion optimization practitioners, user experience designers, web developers and usability experts have been using personas for ages. By defining personas we put ourselves in the shoes of a “typical” target person and define processes by empathizing with them in a very detailed way so we […

B2B Marketing Trends for 2016

They're adopting buyer personas, content targeting and. Follow the ICE Formula: • I – Identify your Buyer Persona. buyer persona is not a zombie—but a profile based. automation, persona development and mapping the customer journey. B2B Marketing. processes are fundamentally changing. through their own research, without talking to sales—until late in the journey. content.

Rethinking Market Strategy In A Digital Economy

Tony Zambito

For example, persona-based research can no longer be relegated to just buyer personas or user personas in a digital economy.  Working with several organizations in the past two years, I have seen this convergence of behaviors blur the lines between a previous common separation between buyer and user personas.  ( More on this in the near future. ). by Delwar Hossain.

The State of Buyer Personas 2012

Tony Zambito

This June marks ten years since the first buyer persona development methodology was pioneered and launched by the firm Goal Centric now called Buyerology.  The adoption of research-based modeling of buyers that leads to buyer personas has been mixed.  The State of Buyer Personas 2012. Much of the offered templates and practices are buyer profiles masquerading as buyer personas

Why Personas Fail

Cintell

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.

Is Your Organization Ready For Market Strategy In A Digital Economy?

Tony Zambito

Ranging from data-driven trending analysis to qualitative persona-based insights (both buyer personas and user personas fused into a market persona), market strategists will need newfound capabilities to distil, interpret, and act upon data and insights in order to not be caught unawares on disruptive market forces. Community Preparedness by Iconathon. Related articles.

Infographic: The Science of Creating Buyer Personas

Crimson Marketing

Buyer personas are the first step to any effective content strategy. Personas are what will help you determine how to tailor content to your buyers. . The infographic below will help you get started on creating your buyer personas and improve how you segment content to your buyers: . The post Infographic: The Science of Creating Buyer Personas appeared first on.

B2B Marketing Trends for 2016

They're adopting buyer personas, content targeting and. Follow the ICE Formula: • I – Identify your Buyer Persona. buyer persona is not a zombie—but a profile based. automation, persona development and mapping the customer journey. B2B Marketing. processes are fundamentally changing. through their own research, without talking to sales—until late in the journey. content.

Mariana Uses Artificial Intelligence to Build Personas and Find Target Audiences

Customer Experience Matrix

People like me, who blog and Tweet incessantly, are easy enough to understand (or, at least, it’s easy to describe our carefully curated public personas). The whiz-bang part of its pitch is using artificial intelligence (“deep learning” as in the Mariana Trench – get it?) to build personas by analyzing a sample of your existing customers. This is where Mariana comes in. How many more?

5 Essential Components of a Persona Profile

Tomorrow People

Creating personas is a powerful way to build the audience understanding every marketing department needs for success. Find out how to get it right with these 5 essential components

Do Your Personas Need A Makeover?

ANNUITAS

Right now there are a lot of misguided, well-meaning marketers working on beautifully crafted, useless personas. Now, I’m not joining the persona naysayers (you know who you are). It’s true that there are a lot of less-than-actionable personas being built, but we shouldn’t throw the baby out with the bathwater. Personas create focus. Personas drive alignment.

Email Marketing: 3 simple steps for building customer personas

B2B Lead Generation Blog

Byron explained how his organization transformed from batch and blast email sends to persona-driven campaigns. In today’s B2B Lead Roundtable Blog post, I want share the three simple steps for building customer personas Byron shared in his presentation to aid your targeted email marketing efforts. Define your primary prospect personas. Never build personas in a vacuum.

What’s the Difference Between Buyer, Customer, and User Personas?

Cintell

At its very basic level, a “persona” is a character. Personas in the world of music refer to an artist assuming a role that matches the music they sing (think Ziggy Stardust adopted by David Bowie). In psychology, a persona can refer to the mask or appearance one presents to the world. But there are three distinct types of personas you should be aware of!

The five things most marketers get wrong about personas

Biznology

I’m tired of personas. Personas can be helpful in activating the right brain to really focus on communicating with real people, but only when personas actually resemble a small number of customer types. Here is what’s wrong with what I see smart folks doing with their personas: Opinions eat data. Creating too many personas. Letting personas go stale.

29 Ways to Use Your Personas

Cintell

You Built Personas, Now What? Creating buyer personas is only half the battle. If your personas are wasting away at the bottom of a desk drawer, gathering dust up on the wall of your office, or sitting ignored on the company intranet, it’s time to reimagine their potential. Here are 29 fresh ideas for putting your personas to work. For Demand Generation Marketers. 1.

Best Practices For Identifying And Developing Marketing Personas For ABM

bizible

To be able to understand and wrap your head around the multiple people that you want to engage within a target account, it’s essential to think about personas. To create great personas that will help both your marketing and sales teams be successful, you must understand how to do two things: 1) identify your multiple personas and 2) develop each of their profiles. Who are they?

3 Common Problems with B2B Marketing Personas

Digital B2B Marketing

Developing personas is one of the first steps recommended by many B2B marketers. Understanding your audience is critical, and personas are one of the most effective solutions, right? recently had the privilege (cough) of reviewing personas created for a client by a large, respected agency. It was a stark reminder of how common bad personas are today. The Title Persona.

Are your marketing personas your sales market segments?

Biznology

All marketers worth their salt have created a set of personas. Personas give your writers a specific person to write for. The problem comes in when you haven’t thought through how those personas relate to market segments. Market segments are not equivalent to personas. Make sure that your salespeople understand (and influence) the formation of your personas.

Personas Are Great (Except When They Suck)

B2B Marketing Insider

And I made sure to differentiate personalized content from personas. So, one of my points in the presentation:  Personas are great. Before you start ranting or raving, let’s start with some basics: What is a persona? actually like personas. And she suggests personas answer these questions: What’s important to them and what’s driving the change?

Why Buyer Personas Are Not a Waste of Time

ANNUITAS

A recent article on MediaPost raised the question “Are Buyer Personas a Waste of Time?” Based on this and the belief from 48Bricks that you simply cannot understand your customers, the assertion is that putting effort into the development of Buyer Personas is a waste of time. In fact, if this is how they believe personas should be developed, they are right, do not waste your time.

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.

How to Develop Rockstar B2B Buyer Personas

B2B Marketing Insider

Learning to develop b2b buyer personas is essential to building a modern marketing organization. When When implemented properly these buyer personas create stronger alignment across your different departments. When developing a buyer persona some of the common traits are appearance, personality, their story, their needs, and their values. Content Marketing

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

Buyer Personas in B2B Marketing

Digital B2B Marketing

Buyer personas are a hot topic of discussion in the B2B marketing world, but how do you create the personas that you need and ensure you are getting the value you need out of them? Do you even need to create B2B buyer personas at all? Here are three of the takeaways I came away from the conversation with: Many B2B marketers do not understand what a persona is.

The Future of Buyer Personas is Social - Part 1

Tony Zambito

About a dozen years ago, I became involved with personas through fate by meeting Alan Cooper , at the time he just finished his landmark book The Inmates Are Running The Asylum , and becoming enamored with personas as a process to build more user friendly products.    Along with Alan Cooper, these folks are the real forerunners of personas back in the late ‘90’s. 

How Understanding The Goals And Intent Of Buyers Can Transform Marketing

Tony Zambito

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.  This issue is prevalent in misguided buyer personas also.  Buyer persona research can play an important role in helping to achieve transformation. 

Intent 124

Why customer personas may be an outdated marketing technique

grow - Practical Marketing Solutions

”  -   Don DeLillo. A few weeks ago here on {grow} I ran a piece by Rob Petersen explaining the value of working with “customer personas” to develop a content marketing plan. After all, aren’t our competitors creating content to cater to the same personas? Personas may hurt, not help, content creation. Personas may hurt, not help, content creation.

Reinvent B2B Sales With Buyer Personas

Tony Zambito

  Buyer Persona Development can be a process and means for B2B Sales to reinvent itself.  Don’t Fall in the Profiling Trap : a misunderstanding I wrote about in my recent article, Use Buyer Personas to Segment by Buying Behavior , is thinking that buyer personas are a profiling of specific titles and/or roles in your target organization.  Image via Wikipedia.

Is B2B Content Engagement Heading In The Wrong Direction?

Tony Zambito

And, let’s not forget that B2B companies believe they may have 3-4 unique buyer personas.  Based on my 15 plus years of interviewing literally thousands of buyers via buyer persona research , I am convinced buyers are not thinking within the frame of a buyer’s journey in the way as marketers believe they may be.  by Juan Pablo Bravo. Sometimes more is truly less.  Main Culprit.

Do Your Personas Need a Makeover?

ANNUITAS

Right now there are a lot of misguided, well-meaning marketers working on beautifully crafted, useless personas. Now, I’m not joining the persona naysayers (you know who you are). It’s true that there are a lot of less-than-actionable personas being built, but we shouldn’t throw the baby out with the bathwater. Personas create focus. Personas drive alignment.

7 Elements Of Customer Understanding The C-Suite Must Master

Tony Zambito

Insights are then derived from a combined multi-variant view, consisting of qualitative and quantitative analysis focused on customer behavior. 2 – Persona-Based Common Views. One of the central purposes of personas, archetypal representations of customers and their goal-directed behaviors, is to help enterprises develop a common view of customers. by Yarden Gilboa.

Are Buyer Personas Dead?

The ROI Guy

A few articles have appeared recently touting the death of Buyer Personas, which prompted me to ask Jim Ninivaggi, Sales Enablement service lead from SiriusDecisions about whether this was really true. The Bottom-Line As Jim Ninivaggi indicates, because value is in the eye of the beholder, B2B Buyer Personas are definitely not dead. Each has different risks and potential objections.