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4 Areas Of Actionable Buyer Insights Can Help You Deliver A Differentiating Digital Buying Experience

Tony Zambito

Marketing and Sales Leaders Can Leverage Buyer Insights To Create Rewarding Digital Buying Experiences For Buyers. One significant outcome of the COVID-19 pandemic is the increasing desire on the part of buyers for digital buying experiences. Buyers are waiting for it.

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2020 Content Marketing Trends – Content for the Buyer Journey

Marketing Insider Group

Those insights lead to one of the biggest trends in Content Marketing: we need to develop content for the every stage of the buyer journey. Content that hits across the customer life cycle creates more influence over buyer decisions. Develop focused buyer personas.


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Buyer Aligned Sales Processes Are In Need Of A Redesign To Succeed In A New Era For B2B

Tony Zambito

B2B Organizations Must Reinvent To Accomplish Buyer-Aligned Strategies Post-Pandemic. For instance, you most likely have heard or read something about the buyer-aligned sales process within the past few years. And, instead of calling it the funnel, we call it the buyer’s journey.

How to Align Your SEO Strategy & Buyer Journey

SmartBug Media

All customers take a journey when making a purchase. Today, this journey often involves the use of search engines. But the Buyer’s Journey is one of the most important aspects of SEO because search engines like Google ultimately want to help buyers find what they're looking for.

Your Recipe for Inbound Success

Speaker: Jen Spencer, VP Sales and Marketing, SmartBug Media

Recent studies have shown what a lot of B2B marketers already know - it’s hard to build a successful inbound marketing program. How to develop benchmarks for your inbound culture.

Reboot Buyer Insights To Drive B2B Growth

Tony Zambito

The scale of disruption will mean the B2B buyer and seller dynamic will continue to be rocked. It is safe to say that no industry or B2B markets will go without some form of disruption affecting buyers and buying behaviors. The realization is setting in for senior executives that the time to develop their buyer insights assets and competencies is becoming mission-critical. You Have An Internal View Of The Buyer’s Journey. Illustration by Gregory Cresnar.

State Of Buyer Personas 2016: Strong Correlation Between Effectiveness And Goals

Tony Zambito

In 2016, we will mark the fifteenth year since buyer personas were first introduced. The journey, however, continues towards professionals and organizations gaining a true understanding of what buyer persona development entails. What is clear is buyer personas are now entering the mainstream of dialogue when it comes to overall customer understanding. . The struggle with buyer persona development being viewed as effective continues.

2020 Tips: Developing Buyer Personas


If you work in marketing, you probably hear a lot about optimizing the customer experience, tracking buyer journeys and identifying decision-making factors and/or paths to purchase. But what about developing buyer personas? Buyer Persona Statistics.

Power Account-Based Marketing With Buyer Insights

Tony Zambito

The evolution of the Internet and digital technologies now means marketing plays a greater role in building awareness and opportunities. Today, from a marketing standpoint, this dedicated focus is translated into an increased stake in building awareness. Buyer Insights Are A Prerequisite. Propelling ABM Via Buyer Insights. If buyer insights serve as a prerequisite for succeeding at a synchronized ABM/ABS strategy, then what insights should be gained?

Accelerated Digital Commerce Is Disrupting B2B Sellers And Buyers

Tony Zambito

Before the turn of the new millennium in 2000, it was downright unthinkable in B2B that the model of sales representative and buyer interaction would ever change. Consider this, in an Accenture survey three years ago, only 12% of B2B buyers even wanted to meet with a sales representative.

Mapping Buying Experiences: Creating Growth Through Aligning With Buyer Goals

Tony Zambito

Engaging new buyers and repeat customers are the lifeline to achieving growth. Including experience mapping, journey mapping, ethnographic research, design thinking, and customer co-design. Understanding Buyer Interactions Matter. How new buyers and repeat customers are interacting with organizations today is putting many companies on the spot to adapt. Focus on path and end goals : typically, buyers are taking a path towards an end goal.

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

Tony Zambito

In this same survey mentioned above, it was found 50% or more of marketers surveyed have not engaged in researching and creating buyer personas for their marketing efforts. Although the concept of buyer personas were founded nearly 14 years ago, the maturity of buyer persona development as a means to achieve customer-centric B2B marketing has some ways to go. 10 Essentials Of Becoming Customer-Centric With Buyer Personas.

Is B2B Content Engagement Heading In The Wrong Direction?

Tony Zambito

My interaction with buyers, via hundreds of B2B buyer interviews in multiple industries, leads me to believe this outcome is a correlation as opposed to a paradox. There is one development that has happened in the past 2-3 years, which may be causing the exact opposite of intent to increase content engagement. This is: Marketing and Sales Overly Focused On the Buyer’s Journey : This approach has come into vogue the past 2-3 years. by Juan Pablo Bravo.

What is a Buyer Persona Insight? And, how to develop a rockstar B2B buyer persona?

Business Brainz

The global pandemic is profoundly changing the face of the B2B buyer. B2B revenue leaders and marketers are spending a lot of their time focusing on understanding buyer personas. A study by Gartner revealed 80% of the average B2B buyer journey took place online in 2020.

3 Ways CMOs Can Achieve Deeper Insights Into The Customer Journey

Tony Zambito

Such pressing concerns have CMOs seeking better ways to understand the entire buying cycle, as opposed to marketing’s traditional concern with building awareness. The idea of understanding the customer journey or buyer’s journey has come into vogue during the past couple of years. The journey concept first popped up during the initial Total Quality Movement in the ‘80’s and made popular by Deming. 3 New Perspectives: Goal-Directed Journey. by Vica Design.

A 3-Step Strategy to Build Links and Drive Referral Traffic to Your SaaS Website

Single Grain

The buyer’s journey and the marketing funnel for SaaS are different from conventional businesses because the target audience for which the SaaS offering holds value (and thus makes them likely candidates for closing sales) is very limited, which makes reaching out to them a challenge.

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Why Buyer Personas Are Not a Waste of Time


A recent article on MediaPost raised the question “Are Buyer Personas a Waste of Time?” Based on this and the belief from 48Bricks that you simply cannot understand your customers, the assertion is that putting effort into the development of Buyer Personas is a waste of time. In reading the article that highlights the thoughts from Jaschke, the articles author, John Miller states the following: “Here’s my advice: Build personas.

How to Create Accurate Buyer Personas


If you work in marketing, you probably hear a lot about optimizing the customer experience, tracking buyer journeys and identifying decision-making factors and/or paths to purchase. But what about developing buyer personas? Buyer Persona Statistics.

5 Roadblocks Your Content Strategy Needs to Avoid in the Buyer's Journey


The B2B buyer’s journey consists of the actions that a prospect takes from discovery of the product to purchase of the product, and your marketing content has a great influence on that journey. Consider these two points: 67% of the buyer’s journey is now digital. Today’s buyer can be up to 90% of the way through their journey before they personally reach out to sales. Below are 5 clumsy practices to avoid for the buyer’s journey: 1.

The Telltale 8% Drop In Content Marketing Effectiveness

Tony Zambito

Buyers Are Saying The Same. Recent surveys, from the likes of Forrester and SiriusDecisions , indicate the sentiment is nearly 70% or more of buyers outright reject content. These mirror my own findings in conducting qualitative buyer persona research interviews directly with buyers the past two years. In one such buyer interview, an executive handed me a folder, rubberbanded. The Right Buyer Understanding Matters. by Aha-Soft.

Beyond Buyer Profiling To Buyer Personification

Tony Zambito

Coinciding with this period was the introduction of strategic selling to the individuals within a team of buyers. It is where we first saw the distinctions given to the economic buyer, the technical buyer, and the user buyer. These combined perspective resulted in an emphasis on profiling the individual buyer. Predominantly, the majority of these efforts to understand the individual buyer were taking place to improve sales effectiveness. by Evan Shuster.

B2B Demand Generation Best Practices: 10 Proven Ways to Improve Your Results

KoMarketing Associates

Here is Gartner’s definition of demand generation: “Demand generation is a data-driven marketing strategy focused on driving awareness and interest in an organization’s products and services, with the ultimate goal of developing long-term customer engagement.

The Power of Multi-Touch Attribution: Mapping Buyer Journeys To Enhance ROI

Walker Sands

In today’s digital world, the B2B buyer journey is increasingly complex, with a growing list of channels and touchpoints to track and measure. Understanding the Buyer Journey. Understand Your Personas.

MYTH: We Don't Need Personas for Marketing Our Senior Care Services

SmartBug Media

This is why personas are crucial for senior care services. Tag along as we dig into the details of why personas matter and how you can make sure you’re targeting the right people. Why Personas Matter. Simply put, a buyer persona is a semi-fictional representation of your ideal customer. Your personas can be based on actual data, as well as educated guesses of your customer demographics, goals, behavior patterns, and motivations.

Digital Commerce Is Disrupting B2B With No End In Sight

Tony Zambito

Before the turn of the new millennium in 2000, it was downright unthinkable in B2B that the model of sales representative and buyer interaction would ever change. Consider this, in a recent Accenture survey, only 12% of B2B buyers even wanted to meet with a sales representative. Furthermore, nearly 70% of B2B buyers are conducting transactions and purchases strictly online. What is at issue for B2B organizations is B2B buyers are advancing at a faster rate.

Conduct Insightful Persona Interviews

Marketing Advisory Network

Truly effective marketing begins with a deep understanding of our buyers yet gaining this insight is not easy. When well executed personas can help you accelerate demand, increase conversion rates, secure loyalty and improve your relationship with sales. Your personas will only be as helpful as the quality of the research you conduct. Before scheduling any interviews you’ll want to develop an interview guide. Thinking about conducting persona research?

Use Buyer-Based Selling To Engage The New SMB Buyer

Tony Zambito

This is part 5 and final article of a series on the challenge of targeting SMB markets and how the use of buyer-based modeling and buyer-based marketing help organizations to grow their SMB customer base. We’ve seen tremendous growth in the arena of Inside Sales over the past decades as the expense of dedicating field resources to SMB is no longer affordable as well as seismic shifts in buyer behaviors. In this series, we’ve focused on buyer-based modeling.

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Buyerology Trend: Think Intelligent Content vs. Content Mapping

Tony Zambito

This is the sixth article looking at buyer trends that will influence marketing and sales in the near and foreseeable future.    Let’s recap the significant buyer trends noted so far in this series: Buyers are overwhelmed with content and desire experiences. Buyer behavior is changing rapidly and requires BIG insights. Buyers are on a quest to be demand fulfilled. Buyers are developing complex networks that collaborate.

Intent Data Basics: Make The Content + Data Connection


Marketers are quickly discovering the value of intent data to identify and engage the buyers actively researching their solutions. According to Gartner , more than 70% of B2B marketers are expected to be targeting buyers with third-party intent data by 2022.

3 Ways To Connect With Today’s B2B Buyers

Tony Zambito

This is part 4 of a limited series on why buyer choice modeling is the new view B2B Business must adopt to improve revenue performance and develop long lasting relationships with buyers. Connecting with today’s B2B buyers is on the minds of most CEO’s and their teams today. Not too long ago, reaching and connecting with B2B buyers was a straight forward proposition. The idea of connecting to B2B buyers has gone from straight forward to major league complex.

The Challenger Sale in Marketing: Gain Buying Group Consensus


With the shift to more account-based marketing (ABM) and targeting buying groups rather than individual personas, it’s time to also turn some of our ideas about personas on their heads in our content marketing strategy. Stop Talking to Individual Personas.

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

Tony Zambito

Building A Tribe Of Buyers ©All Rights Reserved Kenny Madden. Many B2B Marketers today are faced with the daunting tasks of connecting with buyers in new ways and using new mediums that are still in infancy. New tactical approaches have been introduced at a rapid rate and some old ideas repurposed with new labels – all in an effort to find the ever flowing fountain of gaining buyer attention. Sales role was to target the single buyer.

How to Market and Sell to the B2B Buying Committee

Heinz Marketing

And in order to effectively drive the buyer’s journey forward, these influencers and decision makers cannot be forgotten. According to Gartner , 77% of B2B buyers stated that their latest purchase was very complex or difficult. How do you account for the new B2B buying journey?

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How to Develop a Go-to-Market Plan That Works [+Free Template]


Even when you put great amounts of effort, time, money, and resources into developing a new product or service, a poorly-planned go-to-market strategy could cause your project to flop. As you develop something new, it’s vital to also start drawing out a go-to-market strategy that’s customized to fit your budget and your buyer persona. We’ve seen two major methods for developing a go-to-market strategy: the funnel and the flywheel. Buyer's Journey in Marketing

3 Strategies to Maintain Consistent Revenue Growth in Your Business

SmartBug Media

Take your time to work with your internal marketing team, leverage a marketing agency, and bring in your sales team to develop your goals for the upcoming year. Define target audience and buyer personas. Build out a Buyer’s Journey and map out content for each stage.

Follow These 5 Steps to Start Building Your Content Strategy

Contently - Strategy

If your goal is to build trust with your audience and keep them coming back to your site, you need to create high-quality content that informs, entertains, educates, and inspires. As you gather ideas, focus on creating content for every stage of the buyer’s journey —awareness, consideration, and decision. Demo videos, case studies, and FAQ articles are great resources to build relationships with readers and establish trust. Buyer’s journey stage.

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9 Questions SEO’s Should Ask In B2B Buyer Persona Development

KoMarketing Associates

For example, recent research suggests that marketers may want to shift to shorter pieces of content to reel in B2B buyers. DemandGen’s “ 2017 Content Preferences Survey Report ” discovered that 46 percent of B2B buyers have moved towards shorter formats of content in the past year. A couple months ago I outlined 14 visualizations meant to aid B2B marketers in understanding the buying journey. The Seven Phases of the Buyer Experience Journey.