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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. Compounding the issue today is the prevalent use of the term buyer persona to describe customer segmentation and buyer profiling efforts. This is where buyer profiling can be helpful. Buyer Profiling. Psychographic data.

3 Questions to Answer When Creating Personas for B2B Marketing Campaigns

Launch Marketing

Multiple characteristics can be used to fuel persona creation. Consider these questions when defining the B2B buyer personas for your marketing campaigns. Sample categories of firmographics used to create personas in B2B marketing include industry, company size and location.

Elevate Your Content Strategy in 2022: 25 Questions to Consider (With FREE Template)


Your content has to meet the customer’s needs at each phase of the buyer journey. You know your target customers based on your gut or your everyday encounters with buyers, right? Marketo has a great cheat sheet to help you create your buyer personas.