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Confusing Customer Segmentation, Buyer Profiling, and Buyer Personas Harms Marketing

Tony Zambito

Compounding the issue today is the prevalent use of the term buyer persona to describe customer segmentation and buyer profiling efforts. The issue I am referring to is the confusion that can surround distinguishing between customer segmentation, buyer profiling, and buyer personas today.

Getting Started With Email Marketing Segmentation

Webbiquity

Email segmenting is one of the most powerful techniques for boosting open rates, CTRs, and total revenue per email. With the high cost for sophisticated email platforms and the technology segmentation requires, it makes sense. The Categorization Approach to Email Segmentation.

Trending Sources

Segmentation: 5 Steps to Help You Send Emails That Your Prospects Actually Want to Read

Act-On

The answer to these email marketing woes is segmentation and personalization. In fact, companies who use segmentation say it increases conversion rates by up to 30%. There really aren’t any concrete rules about what data should be used to help segmentation.

The 2016 Complete Guide to List Segmentation

Vertical Response

When it comes to email marketing, list segmentation is the best tool for dissecting your consumer base. A 2015 case study by MarketingSherpa found that proper list segmentation increased open rates by 20 to 40 percent, with a subsequent rise in click-through rates.

Goal-Directed Marketing: How Marketers Can Help Buyers Achieve Their Goals

Tony Zambito

Marketing and sales still rely on market segmentation and buyer profiling as it has for the last twenty-five plus years. While this type of intelligence is helpful, it lacks insights into the goal-directed behavior of buyers and why they make the choices they do.

Ten tips for customer reactivation

Biznology

But you can take this principle a step further if you examine customer behavior patterns to predict inactivity before it even starts. For example, if purchase frequency slows, or order size shrinks, inactivity is likely to follow. A carrying case for that laptop, for example.

Rethinking Market Strategy In A Digital Economy

Tony Zambito

Customer behaviors have significantly shifted in the last decade impacting conventional thinking on the role of marketing and sales and their abilities to connect with customers. Redefining market rules and design, as well as, impacting customer behaviors. Convergence of Behaviors.

How To Integrate Direct Mail Into ABM (With Real-World Examples)

Radius

Now, direct mail is programmatic, scalable, and works with digital channels, building a true multi-channel experience that’s triggered by user behavior and fits neatly into your existing tech stack. For example, add a company logo or a prospect’s Twitter handle to a mailer.

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Get More Email Opens and Clicks Using Behavioral Targeting

Modern B2B Marketing

Their personas and demographics tell you what they might be interested in, but their behavior tells you what they definitely are interested in. Behavioral data can be highly predictive of future decision-making patterns and road-to-purchase activity. Examples of Behavioral Targeting .

How To Integrate Direct Mail Into ABM (With Real-World Examples)

Radius

Now, direct mail is programmatic, scalable, and works with digital channels, building a true multi-channel experience that’s triggered by user behavior and fits neatly into your existing tech stack. For example, add a company logo or a prospect’s Twitter handle to a mailer.

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7 lead segmentations to beautify your lead nurture program

Reachforce

Proper segmentation for your lead nurture program is akin to a well-prepared garden bed. With great soil, lots of organic amendments, proper watering, right light and climate your garden will blossom – but it takes work before you plant your first seed. Previous lead behavior.

7 lead segmentations to beautify your lead nurture program

Reachforce

Proper segmentation for your lead nurture program is akin to a well-prepared garden bed. With great soil, lots of organic amendments, proper watering, right light and climate your garden will blossom – but it takes work before you plant your first seed. Previous lead behavior.

7 Excellent Examples of Email Personalization in Action

Hubspot

I like to tell stories through examples, so I dug up some companies that are leveraging email personalization abilities in ways that are really useful to the recipient. This example came to my attention via Litmus' blog , in which they highlight an inspiring example of email personalization.

Why Marketing Automation Does Not Work

NuSpark

Again and again, prospects and clients tell us they have invested in marketing automation systems that they want to put to work. Start simply with email nurturing, but as you capture more data about your audience, you can become more sophisticated, segmenting your emails.

27 Ways to Slice & Dice Your Email List for Better Segmentation

Hubspot

We've already made the case for list segmentation in email marketing , and we sure hope you've bought in. Still in need of a little refresher on the merits of email list segmentation? 27 Smart Ways to Segment Your Email List. 18) Change in Buying Behavior.

New Approaches To Understand Customers Needed In A Digital Transformation World

Tony Zambito

That is, people are driven by goals and exhibit goal-directed behaviors when engaged in using products or services, as well as, in making purchase decisions. For instance, a digital platform provider in customer support uncovered four distinct personas representative in six segments.

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

Tony Zambito

Questions I often receive when working with CMOs specific to B2B. For example, some content marketing pundits believe you should separate out audience personas. This is as opposed to understanding the behaviors of communities and buyers within communities. by Gregor Črešnar.

6 assumptions push marketing gets wrong

Biznology

So I started working on some basic visuals to help people understand the deck without my voice. Digital is a literal medium that only works if you build trust and loyalty with your audience by helping them get the information they need. It just doesn’t work in digital.

5 Ways to Segment Your Lead Nurturing Campaign

The Point

The primary means of increasing relevancy is by utilizing segmentation, i.e. segmenting your list and tailoring your message accordingly. Segmentation needn’t translate into 7 different versions of every email, however, or writing radically different copy from one version to the next.

Demand Generation: An A-Z Guide for B2B Marketers (with Strategies & Examples)

SnapApp

Rather than eat a knuckle sandwich, you promise to bring the bully’s homework to his house later so he can take full credit for your work. For example, sponsored research will create demand and leads. A lead is an unqualified prospect beginning to show buying behavior.

Infor Epiphany Marketing and Interaction Advisor: Good Examples of B2C Marketing Automation

Customer Experience Matrix

The model also contains segments (sets of customers or prospects), events (campaign triggers, which can be based on time, channel, behavior, queries, or feeds from external Web services), and packages (sets of campaigns used for Interaction Advisor).

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How Facebook's New 'Reactions' Feature Works & What It Means for Marketers

Hubspot

Now that we’ve had some time to react to this new feature, we've done some thinking about the impact these new reactions buttons might have on both marketing and user behavior. In this post, I'll first touch on how the reactions buttons work. How the New 'Reactions' Feature Works.

The Single Buyer Model: A Dangerous Road Towards Competitive B2B Marketing

Tony Zambito

The single buyer model had worked well right up to the advent of the Internet and email. as examples, have completely erased the barrier to information and allow buyer networks to operate as one and to weigh-in on purchase decisions.

Your Traditional Marketing Tactics Don't Work on Millennials: Here's How to Adjust

Hubspot

This idealistic undercurrent carries over to their buying behavior, as well. Along with the rise of the Millennial, then, comes a change in many people''s buyer persona -- and the time has come to recognize once again that our traditional methods of targeting this persona may not be working.

Mining The Buyer Perspective: Steps to Lead Routing, Scoring, And Nurturing Success

Modern Marketing

Providing him with a pulse on rapidly changing buying behaviors in the new digital age. The approach, workflow, frame of reference, and how these are viewed have more to do with how well they work than points. For example, take the simple downloading of a white paper.

4 Ways a Longer Consumer Buying Cycle Can Work FOR You

Modern B2B Marketing

On one hand, there’s a bigger lag between your marketing efforts and an actual purchase – if you’re marketing a car, for example, it might take weeks for a buyer to make her decision. For example, let’s say Rita is interested a home security system from your company.

The Triggered Emails You Need to Make Your Marketing Automation Work

Hubspot

A detailed diagram of emails sent to different segments, broken out by email engagement, drawing a line from lead to customer? What you can control, however, is how you react to your prospect''s behaviors. When you hear the phrase "marketing automation," what do you think of first?

Why Brexit Will Affect The Future Of Global Business Marketing

Tony Zambito

What we can be certain of is that businesses, people, and various types of organizations will undergo a transformation in how they make decisions, exhibit buying behaviors, and recast their goals. Another organization I have had the privilege of working with is Thomson Reuters.

Close up, nobody is normal: Generation clash or ageism?

Biznology

How to Solve the Generational Puzzle at Work ( Lancaster and Stillman): Traditionalist. Unable to work. The behaviors described here have a lot to do with personal traits and life cycle. It helps us to create a simple model of how life works and simplifies our decision making.

Why Digital Marketers Need to Get More Personal

Buzz Marketing for Technology

Posted in behavioral targeting Personalization. There are no easy answers or instant solutions for creating personalization that works. Yes, they’ve thought about segmentation, recommendations and retargeting, but these techniques are only a fraction of what technology now allows.

Using Big Data To Target The Right Consumers With The Right Offers

Buzz Marketing for Technology

Posted in Behavioral Targeting Big Data Customer Experience eCommerce Personalization. The vast amounts of data on customer behavior and history that can be captured via the Web and be invaluable in making decisions about how the website should work, what customers respond to, and understanding the discrete segments in your customer base. It requires employing predictive behavioral targeting and optimization techniques to remove the complexity.

How to Keep Email Newsletter Clicks & Readers on the Rise – It Really Works!

Vertical Response

” To set and forget about something is a desirable concept, however, while it may work for rotisserie chicken, if you’re setting and forgetting your email newsletter, your sign ups, readership, and open and click through rates may get chopped, Veg-O-Matic not included.

5 Savvy Ways to Segment Your Marketing Emails

Hubspot

On the flip side, MarketingSherpa also reports that emails that have been tailored to specific audiences through segmentation get 50% more clicks than their counterparts. There are a number of different ways to start segmenting your audience. Geographic Segmentation.

Personalizing for Alternative Audiences

Get Smart Content

The basics of audience segmentation for personalization are pretty intuitive. Some of the first segments that most marketers define in the Get Smart Content platform are based on. – behavioral conditions like first-time visitors; – geographic boundaries that identify visitors in a specific city or state; and. For example, you can target a Marketo Smart List or an Eloqua segment after installing those connections into the Get Smart Content platform.

5 B2B data trends

Biznology

Take marketing for example; it is common to find lead generation, outbound telemarketing, trade show, and inbound lists all in separate software systems. There are independent data firms who can do this more efficiently, as B2B data is very difficult to work with. Why micro-segment?

How to Identify Leads' Needs So You Can Segment Emails Like a Pro

Hubspot

There are quite a few different ways to segment and nurture your leads. And in fact, the way you choose to nurture your leads really just depends on how you decide to segment and target them. These are obvious and practical ways to segment, target, and nurture your leads.

Stop Yelling At Prospects: How To Build An Ideal Customer Profile

Radius

Here’s a great explanation from Tom Scearce at TOPO , a research and advisory firm: “The Ideal Customer Profile (ICP) defines the firmographic, environmental and behavioral attributes of accounts expected to become a company’s most valuable customers.

Stop Yelling At Prospects: How To Build An Ideal Customer Profile

Radius

Here’s a great explanation from Tom Scearce at TOPO, a research and advisory firm: “The Ideal Customer Profile (ICP) defines the firmographic, environmental and behavioral attributes of accounts expected to become a company’s most valuable customers.

The Contextual Inbox: Moment-of-Open Email Marketing

Modern Marketing

Are you one of the 40% of email marketers who don’t segment their email campaigns? Not segmenting an email campaign isn’t marketing heresy, but the rewards of list segmentation outweigh not doing so. How does Moment-of-Open Technology Work?

5 Key Differences Between Email Marketing and Marketing Automation

Act-On

Email Behavior Tracking vs. Web Behavior Tracking. Email marketing tools track a recipient’s behavior within your email campaign. A lead’s behavior can be tracked everywhere they interact with your company on the web. Your business is getting traction.