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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.

Identifying Buyer Profiles: 5 Ways To Segment Your Marketing Audience

Modern Marketing

by Jonathan Riemer | Tweet this Let’s face it: unless it is a note from a loved one, or tracking info for a package, emails are interruptive at best. Here are five starting points for consideration if you’re looking to enhance your segmentation: 1. Segment by Persona. ?The

Trending Sources

How to Make Audience Segmentation Truly Personal

Act-On

When this is done on a group level it is called segmentation. Defining “segmentation” and “personalization” Segmentation and personalization are two different aspects – and, some might say, different generations – of online marketing.

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%. Remember that this first step is 100% about the audience and 0% about your company’s product or solution.

The Importance of Personalization in the B2B Buying Journey

Act-On

At best, you ignore it. You may think that personalizing your digital channels, either to segments or to each individual, sounds too difficult. We’ve started on this journey within our product and have big plans to make this vision a reality.

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B2B Market Segmentation – Part 2: How to Approach Segmentation

Everything Technology Marketing

In part one of our segmentation series , we discussed the importance of and rationale behind market segmentation. Let's take a closer look at actual implementation of market segmentation. A better segmentation strategy is to start with why companies purchase a solution.

7 Ecommerce Segmentation Hacks for Profitable Customer Loyalty

Hubspot

With the right ecommerce and marketing platforms you have access to advanced customer segmentation that most merchants do not take advantage of. Here are 7 segmentation hacks to boost customer loyalty on your site. 3) Identify Product Experts for Reviews.

Turn B2B Buying Into a Social Experience

Tony Zambito

  In others, there has been a mix of complex buying and selling cycles put into play to ultimately reach a purchase transaction.    These days are certainly the best of times and could be the worst of times.  Image via Wikipedia.

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Jump-start your content marketing through better market segmentation

Biznology

Yesterday’s Biznology® Webinar with Monique de Maio was about targeting different customer segments in your marketing.

The 24 Best Interactive Websites of 2015

ScribbleLive

These are some of the best and brightest stars in a constellation of excellent interactive websites (we’re spending a lot of time in the dark this time of year—apologies for using a ridiculous metaphor). The New York Times: Is It Better to Rent or Buy?

What Buying a New Phone Taught Me About Brand Narrative

Content Standard

Borderline intrusive advertising aside, the experience has given me a great lens through which to look at one of the more fascinating questions in marketing: How do brands work to create experiences and stories around products that already have enormous cachet and dedicated followings?

5 Factors to Consider When Segmenting Your Customers

Modern B2B Marketing

Everyone knows all the usual suspects for customer segmentation. In the next few years, the tools that we use for segmentation will give companies an even more significant understanding of each customer on an individual level. Effective segmentation digs deeply.

3 Steps to Applying Your Personas to Segmentation

Modern B2B Marketing

The answer lies in using technology to create segments, and tailor your marketing to each persona by assigning it a segment. Map Personas to Segments. Score Segments Based on Attributes. Apply Your Segments and Scoring to Marketing Programs.

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

Tony Zambito

Making it difficult to move beyond market and role-based segmentation. The goal for a B2B CMO, in today’s digital economy, is to strengthen the common view of customers by which their organization can make informed decisions on how best to be relevant. by Matt Brooks.

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. The same is true for your nurture – take the time to build great segments and see the sales flower. 7 lead targeting and segmentation ideas to get you started on a beautiful program.

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. The same is true for your nurture – take the time to build great segments and see the sales flower. 7 lead targeting and segmentation ideas to get you started on a beautiful program.

12 Ways to Segment Account-Based Advertising Campaigns

Terminus

However, account-based advertising — digital ad campaigns that target only people at your best-fit accounts — outperform traditional display. Terminus is an account-based advertising solution that allows B2B marketers to create campaigns for highly segmented audiences of accounts.

What is business video content marketing and how to get started

Biznology

So instead of arming your sales teams with PDFs, make sure your business video content marketing strategy includes many B2B sales videos for all the product, service, and industry segments you serve.

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6 assumptions push marketing gets wrong

Biznology

Theirs is the world of buying eyeballs and hoping some small percentage of the people attached to the eyeballs do something positive, or at least come away from the experience with a favorable brand impression. “How many people still buy Corona?”

Best Practices for Buying Marketing Technology: David Raab and Atri Chatterjee Discuss

Marketing Action

They held a three-part Act-On conversation which covered the obstacles to buying technology; common mistakes in buying technology; and best practices in buying technology. So David, tell us: How best can we make this purchasing decision?

Case Study: Segmentation, New Creative Boosts Lead Conversion Rates by 75%

The Point

Spear conducted a thorough audit of the company’s lead nurturing process, and presented a series of recommendations, focused primarily on segmentation, offer strategy, email cadence, and creative. Design, build and launch separate email tracks for (4) unique buying personas.

43 Execs Explain How Millennials Impact B2B Buying Committees

SnapApp

. Today’s buying committees are diverse; Millennials are already taking their seats among Generation X and Baby Boomers at the buying table, making navigating the already complicated buying environment even harder thanks to their different preferences. .

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Raab Report: Act-On, Eloqua, Pardot, and Marketo Vie to Lead in Mid-Size B2B Marketing Automation Segment

Customer Experience Matrix

I’ve saved the best for last, in the sense that the small to mid-size sector is the heart of the industry and its most complicated arena. Although small businesses generally buy lower-priced systems, they have largely the same requirements as mid-size companies.

What Is Customer Segmentation? A No-Frills Guide For Marketers

Radius

This process is referred to as segmentation. In this post, we’ll take a look at customer segmentation, understand what role it plays in marketing today, and highlight some of the marketing challenges associated with it. Customer Segmentation Defined.

Myth Busting: Understanding Profile-Based Segmentation Analytics vs. Intent-Based Predictive Intelligence

6sense

Inevitably, the conversation leads to a discussion about prediction theory and what data is truly indicative of a prospect or account being in an active buying cycle. Takeaway: Segmentation analytics are NOT predictions.

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. 11) Buying Frequency.

Buzzwords in Marketing Automation: Database Segmentation

Lead Liaison

Database Segmentation : its meaning and how to apply it. Many small businesses use tracking services to find information about their prospects or leads, be it contact information, age and gender, or even things like their buying behavior. Lead qualification is a great way to segment.

5 Ways Predictive Segmentation Will Help You Identify Your Best Prospects

Radius

The days of one-size-fits-all campaigns and casting a wide net in the hopes of catching your best prospects are long gone. Why this segment? Why this segment? But if you target your accounts too early or too late in their buying journey your marketing programs will fall flat.

List Buying: 3 reasons why this tactic can be deadly for marketers

B2B Lead Generation Blog

Tweet Editor’s Note: Buy, build or both? Today, she explores the downsides of list buying. You pick it up to hear: “Hi, this is Ima Teleprospector calling from Irrelevant Company, and I wanted to find out when you might be purchasing Irrelevant’s Products.”.

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Simple steps to website marketing success

Biznology

Deciding whether you want visitors to sign up for your email newsletter, download a case study, or pick up the phone to call you, will be much more productive. Don’t forget that you likely have multiple audience segments as well. That’s the best way to maximize conversions.

?What Is the Modern B2B Buying Process?

SnapApp

Buyers are posting pictures of their purchases, YouTube videos of themselves opening products, Jing tutorials of themselves using software. . User guides are increasingly digitized and publicized, meaning buyers can now learn how to use your product before they ever buy it. .

Why Product Marketing is Essential to Your B2B Organization

Kapost

Kaykas-Wolff answered “Without question, product marketing…If I were a marketer restarting my career, I would start in product marketing.”. Despite this comment, some companies still struggle to understanding the value of product marketing. Product Marketing teams are small.

7 Hot Apps That Will Skyrocket Your Productivity at Work

Hubspot

Customer service, product marketing, and crowdsourcing are among a handful of other ways that early adopters are making use of the Jelly app from a business standpoint. Sounds like a great way to increase your productivity on lengthy plane, train, or automobile rides, huh?

Rethinking Market Strategy In A Digital Economy

Tony Zambito

We have also seen organizations struggle with how best to adapt to new market dynamics related to customer behaviors and the role of content in reaching customers. Buying Behaviors : How people make choices and arrive at purchase decisions are undergoing major transformations.

What to Look at When Segmenting Your Audience for Sponsored Content

Hubspot

Creating Segments of Readers. These lists can then be used to power segmented marketing, serving readers with content that’s most appropriate for them on your website and in your emails. So what tools and information should a publisher focus on when segmenting their audiences?

Does Personalization Undermine Consensus Buying?

B2B Marketing Directions

Sixty-eight percent of survey respondents said they personalize content for industry verticals or other market segments, and 61% said they personalize content for specific buyer personas. These buying groups must usually reach a consensus before a purchase decision will be made.

6 Best Practices for Setting Up a Lead Nurturing Program

Act-On

To paraphrase an old saying: You can lead a prospect to your website, but you can’t make them buy. The best practices for setting up a lead-nurturing program include: 1. There’s probably a segment of people you could nurture that would ‒ fairly or unfairly ‒ regard even a modest nurturing program as a relentless carpet-bombing ‘spampaign’ from a vendor they hope never to hear from again.” I would implement nurture programs that map the sales cycle to the buying cycle.

B2B Product Marketing Tips in the Age of the Customer

Kapost

In the Age of the Customer, the best B2B product marketers are keenly aware of the convergence of understanding buyer personas and building content specifically targeted at those buyer’s needs. Insights from World-Class Product Marketers. of Product Marketing, Pivotal.

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Drip Marketing 101: Benefits and Best Practices

Marketing Action

This kind of timed-release marketing is great for products and services with a long selling cycle, but it can also be used for upsell and cross-selling and developing customer loyalty – no matter what industry you’re in. Do you have a persona outlined for this audience segment?

How to Build a Perfect B2B Product Page

Hubspot

There are a number of good resources out there on how to build effective ecommerce product pages. These product pages tend to be short, highly visual, and optimized for quick purchases -- a style that matches the typical behavior of a B2C consumer. 2) Develop your product positioning.