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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. As most solutions involve technology, experts are involved in research and evaluations.

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Top 56 B2B Marketing Posts for September 2010

B2B Marketing Zone Posts

Best of B2B Marketing for September 2010. Best Social PR Guides and Tips of 2010 (So Far) - Webbiquity , September 1, 2010 Social media has fundamentally altered the practice of public relations. Social media and the big conversation “fail” - grow - Practical Marketing Solutions , September 26, 2010 I am feeling sad and a bit ashamed of myself. B2B Voices , September 1, 2010 Image via CrunchBase. B2B Marketing Online , September 20, 2010 But surely it must be?

Turn B2B Buying Into a Social Experience

Tony Zambito

  It requires evaluating what approaches align with today’s social buyer personas and what spend should be devoted to providing a social experience.    How fast things change – there are now more social networking users than email users (Morgan Stanley, 2010).

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Plan for the Social Buyer Before It’s Too Late

Tony Zambito

  Morgan Stanley (2010) recently reported in a study that there are now more social network users than email users.    Insight into the social buyer persona is even more important if your targeted segment happens to be one of those adopting social technologies at a fast rate.

25 Great B2B Content Marketing Articles


While doing research for my upcoming webinar on creating content that converts , I found many great articles on B2B Content Marketing. Personas. Adam Needles, Why ‘Personas’ Are the Key to Achieving a ‘Mass One-to-one’ Strategy. Adele Revella, How Kristine Developed a Great Buyer Persona. Tony Zambito, 10 Rules for Buyer Persona Development. Steve Woods, The Buying Process; Auditing your Content Assets.

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Top 24 B2B Marketing Posts in February

B2B Marketing Zone Posts

February 2010. Almost) 100 (of the) Best Social Media Marketing Blog Posts and Articles of 2009 - Webbiquity , February 1, 2010 Social media marketing activity exploded in 2009, and so did coverage of these practices. So in case you missed any of these, here are almost 100 of the best blog posts and articles covering social media strategy and tactics, measurement, monitoring, research, pitfalls to avoid, policies, tools and more from 2009. February 26, 2010.

Baseone Buyersphere 2011 Report and the Changing B2B Buyer Behavior

Tony Zambito

While this second report highlights the continuation of the changes noted in the 2010 report, there is definitely a “more of” aspect that is revealed and a few surprises.  Reinvent B2B Sales With Buyer Personas (

The Rise of the Digital Buyer Persona

Tony Zambito

I have been evolving the buyer persona development process as well as have been writing about buyer personas for the last eight years now.     Most notably, the B2B buying process has undergone a significant transformation within the past three years. 

The 10 Rules for Creating a Buyer Persona: Rule 8

Tony Zambito

  It is quite an amazing process when they can take what looks like hopeless situations and turn dilapidated houses into dream homes.  To redo a house as in Extreme Makeover, it begins as a process with very distinct stages.  Image by melgupta via Flickr.

The 10 Rules for Creating a Buyer Persona: Rule 6

Tony Zambito

The sixth rule related to buyer persona development is about distinguishing information from insight: Rule 6: Buyer Persona Development is not a Quantitative Process.   A cognitive dissonance occurs over sampling sizes in quantitative areas such as market research

The 10 Rules for Creating a Buyer Persona: Rule 9

Tony Zambito

The buyer persona development process has an important rule related to the compass: Rule 9: The Purpose of the Buyer Persona Development Process is to Inform on Goal Centered Customer Strategies. Image via Wikipedia.

Roger That: Developing Meaningful Buyer Persona Relationships

Tony Zambito

  For quite some time, in fact the last ten years, I have made the point about buyer personas being based on qualitative insights that lead to a deeper understanding of customers and buyers. Image by Emmanuele Contini via Flickr.

Five New Year’s Resolutions for the B2B Marketer


Another year has come and gone and if anyone thought that 2009 was the year of the B2B marketer, then 2010 may have trumped it. Most organizations will have multiple personas/profiles depending on multiple product sets and offerings. Taking the time to define and document these personas is a good first step in customer alignment. It’s truly understanding the buying journey of each persona to whom your organization sells.

The 10 Rules for Creating a Buyer Persona: Rule 2

Tony Zambito

  They crept their way into sales methodologies, CRM, marketing, market research, and etc.    Hence the next rule ( see the first rule ): Rule 2: Don’t Confuse a Buyer Persona with a Customer Profile. This is a very common misunderstanding about a buyer persona.  

The 10 Rules for Creating a Buyer Persona: Rule 7

Tony Zambito

  It also seems that in the concept of buyer personas, there has been misguided efforts to engage in an oversimplified process of creating a composite of many data points.    The outcome being buyer personas resembling a wire mesh of columns and rows that have every conceivable bit of information on the “what” of a buyer persona.    We desire to find out as much as possible about a buyer persona.  Image via Wikipedia.

Buyer Interaction Shapes Buyer Experience Design

Tony Zambito

  He also believed that to research this phenomenon, unstructured qualitative observation methods were the means to understand sociological human interactions.    Mead was most certainly a forerunner to today’s modern methods of qualitative research

Seven Buyer and Sales Trends to Watch in 2011

Tony Zambito

Reflecting on 2010, one cannot miss the incredible pace of change that is underway in B2B organizations as they adapt to the new state of mind of buyers.  Thinking Image by Benjamin Ellis via Flickr.

Apple iPad Hits Mark With Business Buyer Persona

Tony Zambito

  It looks like Apple will be tapping into a distinctive buyer persona, the business professional, which may be the real winner in the introduction of the iPad.   I had previously noted how Plastic Logic ’s Que , an eReader, was designed specifically with a business buyer persona in mind.   It is clear that there is some thinking going on with respect to tapping into the value of meeting the needs of a business buyer persona.

The Design of Buyer Experience

Tony Zambito

  Interaction modeling, as described in the brief Buyer Interaction Shapes Buyer Experience Design , allows for the ability to shape buyer interactions to the different buyer personas, channels, and industries. Cover via Amazon. The expression “monumental shift” is a powerful one. 

Buyer Persona 2.0 - Power of Buyer Insight

Tony Zambito

During the previous decade, we’ve seen a growing acceptance for the use of buyer personas to help guide effective product, sales, and marketing planning.   As we enter into this new decade, it is prudent to enter into the next generation of buyer persona concepts. One of the dilemmas that the buyer persona concept faced in the previous decade is that, like any new concept that comes along, it had its fair share of misconceptions.     Next: Buyer Persona 2.0

6 Content Marketing Tips That Drives Leads

Marketing Insider Group

But customers are looking for you to demonstrate an understanding of their needs before they are ready to engage in the sales process. Instead create personas of people that buy your solutions or products. Michael Brenner Jun 3 2010 Ryan, Thanks for your comments.

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Buyer Experience Innovation: Why B2B CEO’s Must Make It Their Top Priority

Tony Zambito

Image via Wikipedia. The pressure to achieve top line revenue growth and profitable growth strategies remain as the key challenges B2B CEO’s face today. 

Why B2B Marketing Buyer Personas Rule

B2B Marketing Traction

When I created B2B marketing buyer personas (“personae” for those of you who studied Latin) for one of my clients last year, it became crystal clear why they beat working from demographic and even psychographic profiles hands-down. Now we have marketing buyer personas.

A Conversation on 7 Buyer and Sales Trends to Watch in 2011

Tony Zambito

  In addition, we know from the people who survey sales trends, such as Sirius Decision , CSO Insights , and McKinsey , today’s buyers get through nearly 70-80% of the buying process BEFORE they engage with sales people.  Image via Wikipedia.

The 7 Principles of Buyer Experience Journey Mapping

Tony Zambito

  There are seven principles that are foundational to buyer experience journey mapping: Qualitative Research Based. Processes within Processes. Image by hyku 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.  Research.     Experience Phase 2: Research.

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.

Is it Time to Reframe the Sales and Marketing Alignment Debate?

Tony Zambito

Image by J. Stephen Conn via Flickr. We, as a country, have just witnessed another mid-term election of the House as well as Governor races in various states. 

B2B Imperative: Reinvent the Sales Experience

Tony Zambito

  For the past thirty to forty years, sales have focused on relationship building, methodology, and processes.  On Amazon, over 1,500 titles in sales process and over 500 titles in sales process management are listed in their book category.  Image via Wikipedia.

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

Tony Zambito

Buyer Personas. Buyer Personas, archetypal representations of real buyers, have enjoyed increasing attention over the past few years.    Executives can use buyer personas to bring the focus on buyers and the experiences that will endear them to the organizations.

Buyer Experience Innovation: 5 Management Principles

Tony Zambito

Qualitative buyer insight is essential to attaining a deeper understanding of existing buyer experiences, buying processes, and the how and why on decision-making.  Image via Wikipedia.

The 4 B’s of Buyer Experience Innovation

Tony Zambito

Buyer Personas. Buyer Personas, archetypal representations of real buyers, have enjoyed increasing attention over the past few years.    I have written extensively about the concept of buyer personas and how they are vastly different than profiling. 

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.

What Can CEO's Do To Raise Their Buyer Insight IQ?

Tony Zambito

Buyer behaviors, processes, perceptions, and attitudes change rapidly in the digital age of the modern business world.  Image by fkimman via Flickr.

Buyer Persona 2.0 – Part 3 - Understanding Buyer Goals

Tony Zambito

In this segment of the Buyer Persona 2.0 series I would like to talk about an often overlooked aspect of buyer personas.   Previously in Buyer Persona 2.0 – Part 1 , I reviewed the importance of buyer insight.   The third key tenet of Buyer Persona 2.0

The Four Elements of Buyer Experience Ecosystem Thinking

Tony Zambito

  Not only must the entirety of the Buyer Experience Ecosystem be considered but gaining insight into the Buyer Ecosystem of your own buyer persona base becomes critical.  Image via Wikipedia. B2B market CEO’s must feel a little like the great explorer’s of our time. 

Buyer Persona 2.0 – Part 6 – Buyer Personas Are Not Just Profiles

Tony Zambito

Over the past few years, I have struggled with the use of the word “profile” or “profiling” when it came to describing buyer personas.   My discomfort is arisen out of experience, what the terms fails to communicate about buyer personas, and how it is problematic in gaining adoption by senior leaders. What is common about these many attempts at defining buyer personas is that they are focused on profiling and descriptions only. Buyer Personas Are Not Just Profiles.

Understanding Buyer’s Goal Orientation Key to Understanding Why Buyers Buy

Tony Zambito

  Buyer personas - more importantly the buyer persona development process versus buyer persona profiling - are a means for acquiring this understanding of buyer’s goal orientation and serving as a means to help businesses understand why buyers buy. 

How to Focus on Buyer Goals to Grow Top Line Revenue

Tony Zambito

  John Wooden established a disciplined process to impart among his players how to achieve this focus and accomplish many step-ladder goals towards the ultimate goal of winning the championship.  Image via Wikipedia.