Remove B2B Remove Business to Business Remove Buyer Personas Remove Direct Marketing
article thumbnail

Use Buyer Persona Research To Improve B2B Customer Experience

Tony Zambito

Customer experience has been and will continue to be one of the major influences on how buyers make choices. Recent research by SiriusDecisions found that for 80% of B2B buyers surveyed, customer experience counted as the top significant reason why they chose to work with a specific provider over another. by Creative Stall.

article thumbnail

The Emerging Importance Of B2B Ethnography To Buyer Personas

Tony Zambito

As mentioned in previous articles, CMOs in particular, will now have to succinctly discern between buyer profiling and buyer personas. (This discernment is needed for it is unfortunate that conventional buyer profiling and win/loss analysis is being repackaged, if you will, as buyer personas by agencies and individual consultants.

Insiders

Sign Up for our Newsletter

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

article thumbnail

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

Tony Zambito

For B2B CMOs, the idea of audience development and engagement can be perplexing. Fraught with confusion surrounding questions such as: exactly what constitutes an audience and is there really a difference between buyers and audiences? Questions I often receive when working with CMOs specific to B2B.

article thumbnail

How B2B CMOs Can Achieve Customer-Centric Marketing With Buyer Personas

Tony Zambito

A recent survey by B2B Marketing, in conjunction with the UK-based agency Tomorrow People, indicated only 38% of marketers considered their content to be “very customer-centric.” One of the key premises of user personas and buyer personas, since their origins, are they can foster a common view of customers within organizations.

article thumbnail

Rethinking Buyer Personas In An Era Of Digital Transformation

Tony Zambito

The introduction of the cloud has uprooted many B2B businesses whose foundations were built on hosted premise software. Cloud-based applications are creating new business models enabling not only entry into existing markets but the creation of new markets. And, conversely, many users are buyers.

article thumbnail

State Of Buyer Personas 2016 Survey

Tony Zambito

We are seeing continued growth in the adoption of buyer personas as a means for understanding buyers and customers. At the same time, the growth is fraught with the perils of buyer personas being misunderstood, mislabeled, and serving as a cover for basic buyer profiling. This is where I need your help.

article thumbnail

Study Confirms Importance Of Qualitative Research To Success With Buyer Personas

Tony Zambito

A 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.