Remove 2010 Remove Persona Remove Process Remove Purchase

Beyond Buyer Profiling To Buyer Personification

Tony Zambito

Whereby sales organizations, in particular, went through training on how to adapt to the personalities of individuals in the buying process. As time progressed in the early decade of 2000 to 2010, reliance on the sales representative for product and solutions information began to diminish.

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. For example, take a typical phone / communications solution purchase.

Trending Sources

Facebook Advertising Tricks for B2B Marketers

Buzz Marketing for Technology

After 9 years of Search Engine Marketing – I think it is safe to say any keyword you are going to buy is maxed out when it comes to the Google AdWords auction process. So let’s go through 3 Tricks to Maximize a Facebook Advertising purchase for B2B Marketers.

Turn B2B Buying Into a Social Experience

Tony Zambito

B2B marketing and sales has lived in a neat framework centered on the purchase transaction.    In some industries and marketplaces, this purchase transaction has been fairly straight forward.  Engage the Social Buyer Persona (

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33 (of the) Best Marketing Strategy Guides and Insights of 2010


Big Ed’s Top 10 B2B Marketing Trends For 2010 by Marketing-Gimbal. Edward Brice pretty much nailed the significant b2b marketing developments for 2010 (e.g. 2010: Social Network Advertising and Marketing Outlook by Brian Solis.

Top 111 B2B Marketing Posts and 34 Hottest Topics for 2010

B2B Marketing Zone Posts

Here it is - the very best posts and the hottest topics for 2010. 50 (of the) Best Twitter Guides, Stats, Tips and Tools of 2010 (So Far) - Webbiquity , October 5, 2010. Ten reasons to blog – even if nobody reads it - grow - Practical Marketing Solutions , November 7, 2010. Marketing Genius Blog , May 25, 2010. How to Calculate Social Marketing ROI - Paul Gillin , June 24, 2010. Vital statistics for every B2B marketer - Earnest about B2B , March 16, 2010.

Baseone Buyersphere 2011 Report and the Changing B2B Buyer Behavior

Tony Zambito

  The Basone Buyersphere Report surveys approximately 1,000 businesses, heavily comprised of UK and European firms and ranging from small to multi-national enterprises, on the steps they take in making purchases.  Reinvent B2B Sales With Buyer Personas (

The 10 Rules for Creating a Buyer Persona: Rule 2

Tony Zambito

  They have served their purpose in looking at demographics, psychographics, customer purchasing data, geographic concentrations, and other characteristics.     Hence the next rule ( see the first rule ): Rule 2: Don’t Confuse a Buyer Persona with a Customer Profile.

The 10 Rules for Creating a Buyer Persona: Rule 6

Tony Zambito

  You may have recently sat in a presentation whereby you reviewed results of online surveys, viewed multiple pie charts segmenting data, analyzed customer data reports generated in multi-variant ways, and purchased industry related reports with a chockfull of relevant data. 

Buyer Persona 2.0 – Part 5 – Who Buyer Personas Serve

Tony Zambito

  Buyer Persona 2.0 , as a discipline, must factor in these complex relationships if it hopes to present an accurate portrayal of buying decisions that take place in a B2B context. Buyer Persona Relationships. A buyer persona, in a B2B context, is oftentimes serving others.

Content Auditing and Mapping it to the Industrial Buy Cycle

Industrial Marketing Today

Passive reading of your content will not move the prospect along in his/her decision making process. A content audit is a process of mapping out the content you already have and matching it to the content you will need as determined by your marketing goals and/or new site map.

Reinvent the B2B Buyer Experience to Grow Revenues

Tony Zambito

  Lack of Integrated Thinking : A tough assignment for a B2B organization is to find the means to integrate buyer interactions, marketing processes, and sales processes with that of the buyer experience journey.  Image by jackanapes via Flickr.

The Seven Phases of the Buyer Experience Journey

Tony Zambito

  Katzenberg unveiled before the audience the experiences they underwent as they tried various story boarding processes and began using revolutionary technology to create animation like never before.  Image by david_shankbone via Flickr.

3 Ways to Enable The New Digital Buyer Journey

Tony Zambito

  The route the digital buyer persona takes today towards making a purchasing decision is a myriad of new paths along the journey brought on by traditional, digital, and social media avenues.  Image via Wikipedia.

The 4 B’s of Buyer Experience Innovation (2nd Rendition)

Tony Zambito

  It is fair to say that many organizations are adopting specific buying strategies whereby decisions are often made well ahead of any sales involvement and the decisions are more about who to purchase from versus what to purchase.  Buyer Personas.

Macro Trends Transforming the Buyer Experience

Tony Zambito

  Lauren further adds that a confluence of trends is changing the way buyers experience buying decisions and purchases.    Buyers desire the same simplification, ease of use, and ease of access that they may experience in consumer type purchases.   

The 4 B’s of Buyer Experience Innovation

Tony Zambito

  It is fair to say that many organizations are adopting specific buying strategies whereby primary decisions are often made well ahead of any sales involvement and secondary decisions are more about who to purchase from versus what to purchase.  Buyer Personas.

Drip Campaigns: Tips From Marketing Automation Monday


Several people had worked with the sales team to better understand the buying process, and one company even started a user experience group to better understand the customers. Also, lead source can give valuable clues to the desired length of the nurturing process. Purchased list: 250 days. Often, this was an automated process, using the Marketing AUtomation system's API. It was a manual process to review the campaigns and prevent annoying the leads.

Five Reasons You May Not Be Spending Enough on Content Marketing

The ROI Guy

Having the right content and tools to help fuel buyer’s decision making process is essential. Matter of Trust - although the research indicates that buyers truly rely on vendor content to help drive purchase decisions, with so much noise, buyers have become skeptical of vendor claims.

Tom Pisello: The ROI Guy: Tech Marketers May Need to Rethink.

The ROI Guy

Friday, October 22, 2010 Tech Marketers May Need to Rethink Budgets for 2011 according to new Harte-Hanks research Technology marketers are challenged today with handling proliferating marketing channels to reach and engage more overloaded, skeptical and frugal buyers than ever before.

Tom Pisello: The ROI Guy: Do White Papers Still Engage? They do if.

The ROI Guy

Tuesday, September 28, 2010 Do White Papers Still Engage? The good news is that todays buyer wants to be engaged, with 9 out of 10 actively relying on vendor provided information on their way to making a purchase decision. White Papers are Influence Kings, But Need Persona.

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Top 35 B2B Marketing Posts for May 2010

B2B Marketing Zone Posts

May 2010. 9 Social Listening & Tracking Tools - Marketing Genius Blog , May 7, 2010 Here is a list of 9 social media tracking and monitoring tools. 11 Myths of Social Media Marketing - Webbiquity , May 24, 2010 Though social media marketing is rapidly advancing in terms of adoption and sophistication, many marketers and business executives still struggle with it. 22 Educational Social Media Diagrams - Hubspot , May 24, 2010 Everyone learns differently. May 4, 2010.

Top 60 B2B Marketing Posts and Hottest Topics November 2010

B2B Marketing Zone Posts

Ten reasons to blog – even if nobody reads it - grow - Practical Marketing Solutions , November 7, 2010 Building an engaged community through a business blog can be extremely difficult — sometimes impossible. Social Media in B2B Marketing - Survey Results - Everything Technology Marketing , November 16, 2010 The B2B Technology Marketing Community on LinkedIn conducted a survey earlier this year to explore the rapidly changing landscape of social media in the context of B2B marketing.

Embrace True Nurturing Programs

Ambal's Amusings

We asked Ardath Albee "What are key marketing trends and predictions for 2010? What actions should marketers take in 2010?" " Ardath Albee's Marketing Prediction for 2010. Ardath Albee's Marketing Action for 2010.

5 Simple Marketing Automation Tips to Improve Conversion

Modern Marketing

Think Beyond Job Titles Persona creation often starts with a job title. But the more nuanced your personas, the better you are able to segment and target your prospects. If the last time a record interacted with you was in 2010 than it is probably safe to remove it.

B2B Marketing and Sales Books: What's On Your Summer Reading List?

Smashmouth Marketing

Note that all of the links are to Amazon, should you choose to purchase them. Jill is a master saleswoman, and she artfully delivers a message to improve the sales processes of her readers. The Catcher in the Rye. Moby Dick. Pride and Prejudice. The Grapes of Wrath.

Book Review: eMarketing Strategies for the Complex Sale


Here she expounds on the shift in technology buying processes I outlined in a previous post, How Social Media Changed the Sales Cycle into the Buying Cycle. Begin by creating buyer personas—who are your buyers?

Why CEO’S Should Focus On Buyer Enablement

Tony Zambito

  CEO’s today faced the enormous challenge of disrupting the inertia of a seller-centric organization and adopting strategies and technologies that shift the balance of negotiation and navigation of a purchase in favor of the buyer.

Tom Pisello: The ROI Guy: ShoreTel And Alinean Launch Online TCO.

The ROI Guy

Thursday, July 22, 2010 ShoreTel And Alinean Launch Online TCO Tool for Unified Communications Business Case Easy-to-use online calculator analyzes the Total Cost of Ownership (TCO) of competing unified communications systems to determine true costs and business value SUNNYVALE, Calif.,

Set the Record Straight: Marketing Automation vs. Email Programs


Here’s an example of how lead nurturing works with Marketing Automation: First, it is important to make sure buyer profiles are developed before starting a drip nurturing campaign, because the content has to align with the prospect’s needs based on his/her persona and place in a purchase funnel (future blog post). Profile B: Executive buyer; upper management; interested in white papers and blogs that focus on overall ROI and revenue-generating issues and new processes.

Why People Buy Things Online [Data]


Take the ones that apply most to your business and then use them make smarter marketer decisions, like building or tweaking data-driven buyer personas , designing a new experiment for your website, or maybe even making the case to your boss to hire someone new.

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What Lead Nurturing Content to Send When?


Lead Nurturing content contains information that prospects need to make a purchase decision. You can develop buyer personas and describe the content they need in the various buying stages. This process is called ‘content mapping’ Steve woods wrote a great primer on content mapping. With content mapping you can make sure that you cover all questions and objections that typically come up during the buying process.

B2B Marketing Mix: Will Online, Social Tactics Lead?

delicious b2bmarketing

94% of respondents consider corporate Web sites a key element in the marketing toolbox and 84% of buyers say Web sites matter in purchase decision making. « B2B Marketing POSTs by Laura Ramos Says: February 1, 2010 at 4:18 PM [.]

Tom Pisello: The ROI Guy: IDC: Economic Buyers, Digital Overload.

The ROI Guy

Thursday, November 04, 2010 IDC: Economic Buyers, Digital Overload and Sales Enablement Define Marketing for 2011 I just had the pleasure of presenting a webinar with Randy Perry, VP Business Value at IDC. White Papers are Influence Kings, But Need Persona.

Tom Pisello: The ROI Guy: Predictions for 2011: The End of B2B.

The ROI Guy

Monday, December 06, 2010 Predictions for 2011: The End of B2B Sales & Marketing as We Know It? To prevent complete disintermediation of sales from the prospect’s decision making process, sales professionals must be made relevant and important again to buyers.

9 Stellar Referral Program Examples

Influitive b2b

According to LinkedIn, 84% of B2B decision makers start the buying process off with a referral. As a result, the company saw its membership skyrocket by about 60% in 2010. Ideas to steal: The referral process doesn’t have to end after your customer submits their friend’s contact info.

Tom Pisello: The ROI Guy: Can a Value Selling / Marketing Program.

The ROI Guy

Wednesday, August 04, 2010 Can a Value Selling / Marketing Program Improve Your Business? Better competitive advantage was gained by helping the customer set the strategy and agenda, versus involvement later in decision process, such as responding to RFPs.

5 Steps To Integrate Interactive Content Into Your Marketing Strategy


And don’t get me started on channel strategies - remember when we all had a social channel strategy circa 2010? Here’s the fundamental five-step process for integrating interactive content into your marketing strategy: Establish Your Foundation.

The Traditional Marketing Playbook Is Dead!

Marketing Insider Group

It found that on average customers are ready to speak to a sales person after they have completed 60% of the information gathering required for their purchasing process. I have been stating as often as I can that the customer is now fully in charge of the process.

Where Industrial Websites are Falling Short

Industrial Marketing Today

First the good news – 76 percent of small and medium sized manufacturers and industrial companies reported that their websites made a contribution to their growth during the second half of 2010. This is also a close representation of buyer personas at these companies.