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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. The same goes for buyer personas.

Future of Buyer Personas is Social - Part 3

Tony Zambito

This is the third part of a series of reflective articles on the future of buyer personas.    In part 1 of this reflection on the future of buyer personas, I focused on some of the misconceptions about buyer personas and in part 2 , I offered perspectives on why changes were needed to be relevant to the social age.  As I alluded to in part 1 , somehow buyer personas went wayward in being correctly defined.  Image by Cristiano Betta via Flickr.

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How Social Data Can Help You Develop Buyer Personas

Oktopost

I speak daily with product, marketing, and sales professionals about the impact that social media can have on developing buyer personas, launching a product, building a brand, or even on individuals standing in their respective marketplace. Developing Your Buyer Personas.

Buyer Persona 2.0 – Buyer Personas Inform Strategy and Innovation

Tony Zambito

  Otherwise, we can end up what may be viewed as disparate and disconnected uses for buyer personas.   Thus, diluting the essence of how they can help an organization receive the game-changing affects from investing in Buyer Persona 2.0    Buyer Personas Inform Strategy and Innovation. The binding purpose for the tenets discussed as well as for the next generation of Buyer Personas is that Buyer Persona 2.0

Buyer Persona 2.0 – Part 7 – Buyer Personas Segmentation

Tony Zambito

  Where buyer personas fit in the scheme of segmentation has been a source of confusion since the early days of design personas.   There has been misconceptions about how buyer personas are either in opposition to or not useful to segmentation.   When we began bridging the gap between our origins in design personas to creating the practicum of buyer personas, we began to also bridge the segmentation divide. Next: Buyer Persona 2.0 – Part 8.

Five Sales Enablement Tactics B2B Marketers Need to Master

Webbiquity

Help your sales people understand who their ideal buyer is, how they want to be engaged, and where to find them. Understanding how sales reps operate, what they need, where they are struggling, and what their goals are, can help to better equip them to build pipeline—faster. Prospects love this, as research reveals that 87 percent of buyers select a vendor who provided them with relevant pieces of content at each stage of the buying process. Guest post by Mary Ade.

The Design of Buyer Experience

Tony Zambito

  In the world of books we see the title of Shift as perhaps the new trendy title for business as well as personal self-help oriented books.    B2B buyers today desire the totality of end-to-end experience in addition to products and services that help them to meet goals and solve challenges. Collectively, these three essential aspects represent the building blocks of Buyer Experience Design.  Cover via Amazon.

Reinvent B2B Sales With Buyer Personas

Tony Zambito

Without question, while B2B Marketing is focused on developing its new prominence in the early stages of the buying cycle via content strategy and content marketing, B2B Sales is caught flat-footed on how to adapt to changing buyer behaviors.    Here’s the interesting twist in the changes that are occurring – as buyers become more self-directed - the more B2B organizations will view “buying” in a professional light as opposed to something they do. 

Do Your Personas Need a Makeover?

ANNUITAS

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.

The 4 B’s of Buyer Experience Innovation (2nd Rendition)

Tony Zambito

  Buying today has become more sophisticated and has a multitude of variables that did not exist even a decade ago.    It is fair to say that many organizations are adopting specific buying strategies whereby decisions are often made well ahead of any sales involvement and the decisions are more about who to purchase from versus what to purchase.  Buyer Personas. Buying processes and buying decisions are being restructured many times over. 

B2B Imperative: Reinvent the Sales Experience

Tony Zambito

  For the past thirty to forty years, sales have focused on relationship building, methodology, and processes.    The essence of sales experience lies in the ability of B2B organizations to innovate unique buying experiences.    The end result being a unique buying experience for their buyers.    How should B2B organizations go about reinventing the sales experience as a means of creating unique buying experiences? 

How B2B Buyer Personas Influence Online Marketing Campaigns

KoMarketing Associates

B2B buyer personas provide a foundation for accomplishing the research and development of effective online marketing campaigns designed to achieve strategic marketing objectives. What Are B2B Buyer Personas? Buyer personas are fictional characters that represent types of users that typically use, evaluate, and authorize the purchase of B2B products and solutions. For online marketers, buyer personas can provide direction in the channel-specific campaign development.

The State of Demand Generation

The Effective Marketer

Buying cycle control (you need to facilitate the buying process and understand what is required of you as a result). Create demand while we sleep (build a “perpetual demand engine”). Enable (help reps increase productivity, both for sales and marketing-sourced demand). Accelerate (help sales move deals more quickly through the pipeline). The Customer Buying Cycle Framework. The Complete B2B Persona.

Dear Marketers, Buyer Personas Still Need A Makeover

ANNUITAS

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 buyer personas aren’t going to get any cuter with age.

Plan Before You Execute

Televerde

With technology in place, the next step toward modern marketing success is to build an engagement strategy that stretches across the buying cycle, from inquiry to close. Because such an engagement strategy should serve as the foundation for all your marketing and sales activities, both parts of the business must share a common language and agree on goals around lead qualification, buyer personas, and more. Build Buyer Personas and Map Buyer Journeys.

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The 4 B’s of Buyer Experience Innovation

Tony Zambito

  Buying today has become more sophisticated and has a multitude of variables that did not exist even a decade ago.    It is fair to say that many organizations are adopting specific buying strategies whereby primary decisions are often made well ahead of any sales involvement and secondary decisions are more about who to purchase from versus what to purchase.  Buyer Personas. Image by jordanfischer via Flickr.

B2B Marketers Going Beyond Buyer Personas, Working with Sales

B2B Marketing Traction

Recent surveys show that as much as 57% of the buying decision is done before buyers contact sales ( CEB Study of 1400 Customers ). So marketing’s role is extended into the sales cycle with the need to provide intelligence about what potential customers need and relevant content when they need it. Sales and marketing must work together, analyze data and research the sales cycle, and master the art of providing the right materials and information at the right time.

Dear Marketers, Buyer Personas Still Need A Makeover

ANNUITAS

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 buyer personas aren’t going to get any cuter with age.

Do Your Personas Need A Makeover?

ANNUITAS

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.

Creating Relevant B2B Marketing Content: Walk the Talk

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Creating Relevant B2B Marketing Content: Walk the Talk by Achinta Mitra on June 19, 2010 in B2B Marketing Collateral , Content Marketing , Industrial Marketing Strategies , Integrated Industrial Marketing There is plenty of advice out there about engaging B2B and industrial buyers with relevant marketing content at every stage of the buying cycle.

Are Personas Just a Nicer Word for Stereotypes?

Content Marketing Institute

Are those stereotypes or personas? presidential election, and NASCAR dads, which became a target audience in the 2004 elections, are closer to personas, though too thinly described. A poorly constructed persona can seem a lot like a stereotype, such as all millennials want information delivered via mobile devices,” says Kevin Smith of Kevin W. We posed the stereotype-or-persona question to marketers and got their input on preferred ways to develop useful audience profiles.

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Good, Better, Best: How to Create Buyer Personas at Every Budget

The Mx Group

Here at The Mx Group, we have frequent conversations with our clients about how to create buyer personas , and what a powerful tool they can be when they are really being utilized. Few B2B marketers dispute the value of personas for strategy, messaging and execution across sales and marketing. And in fact, personas are one of the hottest B2B topics searched for online. Email open rates are five times higher for companies using personas (Forrester). Personas

Next-Level Nurture Building Manual for B2B Marketers

PathFactory

Don’t just take our word for it: according to Salesforce, 82% of business buyers want the same experience as when they’re buying for themselves. We’ve compiled everything you need to know into this handy nurture building manual. Fortunately, there are tools available to help you.

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3 Ways CMOs Can Achieve Deeper Insights Into The Customer Journey

Tony Zambito

As CMOs look ahead, gaining greater clarity into how buying behaviors are changing is becoming one of their most important aims. Such pressing concerns have CMOs seeking better ways to understand the entire buying cycle, as opposed to marketing’s traditional concern with building awareness. In fact, the first large scaled buyer persona development initiative ever done was accompanied by detailed customer journey mapping in 2002. by Vica Design.

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

KoMarketing Associates

As marketing technology and information access continues to evolve, B2B buying behavior changes as well. A couple months ago I outlined 14 visualizations meant to aid B2B marketers in understanding the buying journey. B2B buyer personas become critical in connecting the dots of this process. What Are Buyer Personas? As outlined a few years back for Search Engine Land, a “buyer persona” is a representative profile of a particular target audience segment.

Developing Client Personas to Give Content a Personal Touch

Marketri

One way to build such relationships through marketing is by creating a library of great “content.” Create individual “personas.” You need to identify specific personas of your ideal clients and then gear your content toward them, because it takes more than just a broad cookie-cutter approach to attract these people. What does their buying cycle look like? Client Personas Content Marketing Marketing (General

THE IMPORTANCE OF PERSONAS IN B2B

Exo B2B

According to a survey conducted by ITSMA, currently 44% of marketers are using personas in B2B. This trend is quite logical and profitable when personas are developed with method and rigor. Personas are a result of refinement of “profiles” developed in B2B, using certain marketing research methods, which are still used in the development of personas to this day. Why create personas in B2B? Characteristics of good personas in B2B.

How to Build Customer Loyalty with Content Marketing

Valasys

The straightforward ramifications of content marketing include attracting & engaging the prospects along with the sales cycles & ultimately driving sales conversions. Ever wondered how to build customer loyalty with content marketing?

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

Kabbage

Building your Ideal Customer Profile (ICP) is crucial for a couple of reasons: It will help you identify your most relevant prospects. But before we discuss how to build an Ideal Customer Profile, let’s first answer the fundamental question. Unlike the term “target customer,” which is often used to describe any company that might buy a product or service, the ICP is focused on the most valuable customers and prospects that are also most likely to buy.

Buyer Context is the Key to Engagement

Marketing Interactions

Instead, when you understand where your buyers are, you can create a shift that helps them start to see things a bit differently, because what you’re saying is based on a “truth” that already exists for them. Small shifts based on what your buyer already sees to help them see it a bit differently. Complex Buying Processes Require Small Shifts. If your buying cycle is 6 months, buying is obviously not the shift you’re looking for out of the gate.

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

Kabbage

Building your Ideal Customer Profile (ICP) is crucial for a couple of reasons: It will help you identify your most relevant prospects. But before we discuss how to build an Ideal Customer Profile, let’s first answer the fundamental question. Unlike the term “target customer,” which is often used to describe any company that might buy a product or service, the ICP is focused on the most valuable customers and prospects that are also most likely to buy.

Why a Customer-Obsessed Culture is About More than Persona Marketing

Marketo

Author: Corinne Sklar So you have your database segmented by persona, and you’re running email campaigns. When marketing to your database, take more than customer personas into account. Delving deeper, you might consider an individual’s buying cycles or frequency patterns of engagement with your brand. Does the customer show interest only at the end of the quarter, or does he or she buy every month?

3 Ways To Connect With Today’s B2B Buyers

Tony Zambito

B2B businesses can do three things to help grasp the connection issue and make plans that close the gap: Buyer Modeling To Understand Buyer Choices and Scenarios. By modeling buyers, buying scenarios, buyer experience, and decision journeys, B2B executives can then map strategy as well as tactical marketing and sales activities that enable them to connect with B2B buyers on a relational level. Descriptive Buyer Segmentation Based on Buying Behavior and Opportunity.

How to Tailor Lead Nurturing Content to Suit Individual Personas

Hubspot

Furthermore, while many of the more basic lead nurturing campaigns focus on delivering content solely by leads' stage in the sales cycle, the most successful lead nurturing campaigns deploy content specifically tailored to the needs of different marketing personas, too. Identify Your Personas. If you don't already have well-defined personas for your business, that's where you'll need to start. How do I identify this persona?

Why A Content Marketer Needs to Buddy Up with their Company’s Product Marketer(s)

RockContent

A well-executed joint product/content marketing plan can build more awareness and interest in a product than both counterparts could accomplish without the help of the other. Together, the two marketing counterparts can help target buyers understand their product within the context of what problem it solves. They’ll be able to provide hyper-targeted personas and information on the journey each persona takes to making a purchase.

How to Market and Sell to the B2B Buying Committee

Heinz Marketing

Today, I want to continue the conversation and talk about how to map the B2B buying committee. What is the B2B buying committee? The B2B buying committee is a group of people involved in a purchase decision. And as organizations grow larger, so too will their buying committees.

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Lead Nurturing in 6 Simple Steps

B2B Lead Generation

Segment your database into personas. Make sure you understand what each persona looks like, their needs and goals, what information they’re looking for and how they prefer to receive their information. Be genuinely helpful. I hope this is helpful as you implement lead nurturing for your organization. I’d love to hear your tips on what you found helpful to get started with lead nurturing? Lead Nurturing B2B buyer personas content marketing