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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. And they need help. Buyers are aware.

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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Redefine Your Buyer Personas For A Winning Recovery In 2021

Tony Zambito

Similarly, buyers can also undergo changes making them almost unrecognizable. The COVID-19 pandemic is changing the face of buyers profoundly. Calling into question for many B2B sales and marketing leaders how well they know their buyers. Redefine Buyer Personas.

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.

How to Adapt B2B Digital Marketing to the Buyer Journey in 2020

KoMarketing Associates

Understanding how a B2B buyer’s journey naturally progresses is key to designing a digital marketing program that works in any economic climate. It can help marketers know what to focus on in a time of uncertainty and upheaval. The B2B buyer’s journey is challenging.

Are Your Buyer Personas Data Overkill?

Tony Zambito

As the concept of buyer personas has crept into the conscious of both B2C and B2B Marketing, so has misguided representations of buyer personas become prevalent. With many touted frameworks and processes being representative of buyer personas in name only. These misrepresentations have also led to a tendency to throw everything, including the kitchen sink, into crafting buyer personas. This same urge is being applied to buyer personas.

How Organizations are Leveraging Content Across the Buyer Journey


However, content isn’t only effective in the strict “marketing” sense — content satisfies the entire buyer journey, from awareness, to engagement, to lead generation, to sales enablement, and even to customer success. But this is only the start of the buyer journey. Building a knowledge base or resource center with product-centric content improves customer marketing effectiveness by allowing the nurturing process to be continued even further.

6 Different Types of Buyer Journey Maps


Organizations that use a mapping program to manage buyer and customer journeys average a 79% increase in cross-sell and upsell revenue, marketing research from the Aberdeen Group reveals. In the new B2B marketing landscape, buyers are in control of their journeys. So understanding what customers are thinking and feeling at each stage of the journey is critical. While there is no single way to create a buyer’s journey map, below are a few that struck our fancy.

How To Increase Your Value To Buyers And Create Unshakable Loyalty

Tony Zambito

We saw with 9/11, the financial crisis of 2008, and the numerous natural disasters of hurricanes and floods neighbors helping neighbors. We’re all helping each other out. It is, after all, the dream of many B2B leaders to forge such connections with buyers. Enable Journeys.

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. by Matt Brooks.

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.

Do Your Personas Need a Makeover?


Right now there are a lot of misguided, well-meaning marketers working on beautifully crafted, useless personas. Now, I’m not joining the persona naysayers (you know who you are). It’s true that there are a lot of less-than-actionable personas being built, but we shouldn’t throw the baby out with the bathwater. And, speaking of babies, even though no one likes to hear that theirs is ugly, unlike babies, those personas aren’t going to get any cuter with age.

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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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. This is: Marketing and Sales Overly Focused On the Buyer’s Journey : This approach has come into vogue the past 2-3 years. This in vogue approach has led to attempts to make an “automated science” out of the B2B marketer’s view of the buyer’s journey. by Juan Pablo Bravo.

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.

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

KoMarketing Associates

For the marketers who were able to pivot quickly, many B2B demand generation best practices helped to ease the pain of 2020. If you’re among the marketers who invested more in demand generation in the last year, and you’re thinking about investing more, this article can help.

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.

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.

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.

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. Documented Content Strategy Helps. 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.

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.

8 Personalization Trends That Are Reinventing the Buyer's Journey


If we think about offline buyer/brand relationships, customer loyalty results (in part) when a brand can form a relationship with the buyer through acts of thoughtful remembrance. One of the big challenges businesses face today is creating this same experience for buyers online. Each buyer’s journey is unique because buyers are dynamic individuals with their own wants, needs and concerns; their own motivations and goals — the likes of which change constantly.

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.

Personas Are Great (Except When They Suck)

Marketing Insider Group

I argued that personalized content was the key to defining the core job of marketing: to build relationships at scale. And I made sure to differentiate personalized content from personas. So, one of my points in the presentation: Personas are great. Before you start ranting or raving, let’s start with some basics: What is a persona? I actually like personas. Today, I now include where they buy as well as when buyers decide to buy.).

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. It’s a great way to build a rapport between you and the interviewee. Thinking about conducting persona research?

Breaking Down the B2B Buyer’s Journey

Heinz Marketing

As we continue delving into the foundations of a modern B2B demand generation engine, the next thing we need to think about is the B2B buyer’s journey. What is the B2B buyer’s journey? What are your buyers actually doing when they make a decision? The buyer’s needs.

What Is Content Curation? Why Does It Matter for Inbound Success?

SmartBug Media

It’s my favorite yearly exhibit because of how the museum directors decide upon the themes and build a curated collection based on that theme. We have found that this structure helps build followers and post engagement, and it grows your brand authority.

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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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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Follow These 5 Steps to Start Building Your Content Strategy

Contently - Strategy

That checklist to help plan your route… content. Those review articles to help you choose the right pair of hiking boots… content. 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. Another option is to write down frequently asked sales questions or important industry knowledge that would be helpful for your target market to know.

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3 Strategies to Maintain Consistent Revenue Growth in Your Business

SmartBug Media

How can you ensure that your marketing strategy is helping your organization achieve the goal of continual growth? Define target audience and buyer personas. Build out a Buyer’s Journey and map out content for each stage. Persona-Based Vertical Strategy.

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.