Tony Zambito

JUNE 26, 2016

For example, some content marketing pundits believe you should separate out audience personas. Because these are different, in theory, from your buyer personas. I believe this approach may only exacerbate the compartmentalization based on the faulty premise of making personas about the “who”.

Buyer Personas 104

Buyer Personas Research B2B Fulfillment 104

Tony Zambito

OCTOBER 26, 2015

As mentioned in previous articles, CMOs in particular, will now have to succinctly discern between buyer profiling and buyer personas. (This discernment is needed for it is unfortunate that conventional buyer profiling and win/loss analysis is being repackaged, if you will, as buyer personas by agencies and individual consultants.

Buyer Personas 100

Buyer Personas B2B Paid Search Agency Ideal Customer Profiles 100

Tony Zambito

NOVEMBER 1, 2015

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. One of the key premises of user personas and buyer personas, since their origins, are they can foster a common view of customers within organizations.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles B2B Marketing Paid Search Agency 100

Tony Zambito

JANUARY 29, 2017

In my article Rethinking Buyer Personas In An Era Of Digital Transformation , I presented four trends impacting the state of buyer persona development. Whereby, rethinking buyer persona development and insight gathering in a digital-centric world becomes a necessity. This applies to buyer persona development today.

Digital Transformation 100

Digital Transformation Buyer Personas Ideal Customer Profiles B2B Thought Leadership 100

Tony Zambito

SEPTEMBER 28, 2016

In business-to-business and consumer industries, the influence of goal-directed behaviors can be significant determinants of how choices and buying decisions are made. Marketers today are not getting the full benefit of the goal-directed understanding of the buyer’s journey due to confusing priorities and initiatives with goals.

Buyer Personas 100

Buyer Personas Buyer's Journey Case Studies Buy 100

Tony Zambito

JULY 17, 2016

This is also an important principle behind buyer insights research and buyer persona development. The many articles, books, and promotional material written about buyer personas, in general, are missing this key point. This issue is prevalent in misguided buyer personas also. Transform Marketing. Tasks Versus Goals.

Intent 100

Intent Buyer Personas CMO Work Management 100

Tony Zambito

NOVEMBER 22, 2015

2 – Persona-Based Common Views. One of the central purposes of personas, archetypal representations of customers and their goal-directed behaviors, is to help enterprises develop a common view of customers. Organizations should strive to develop buyer personas , user personas, and customer personas.

Buyer Personas 100

Buyer Personas Lead Ranking Buy Research 100

Tony Zambito

MARCH 6, 2016

In my years since launching Buyer Persona Research , the most successful companies utilizing buyer personas have made it about the latter – not the former. That is, making their buyer personas about customer research and not confirming existing buyer profiling assumptions. Myths Hurting B2B Marketing And Sales.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles B2B B2B Sales 100

Tony Zambito

OCTOBER 18, 2015

Rather than being limited in thinking to profiling and personalization, marketers today need to grasp the true concept of personification. When Alan Cooper originated the concept of (goal-directed) personas for user-centered design in the 1990’s, it coincided with the publishing of The Digital Economy by Don Tapscott.

Ideal Customer Profiles 100

Ideal Customer Profiles Profiling Buyer Personas Marketing Management 100

Tony Zambito

DECEMBER 13, 2015

Buyer research intended for buyer personas specifically is designed to help organizations develop deep customer understanding at the underlying layer – the deeper second layer of behaviors and influence. Unfortunately, due to the rise in popularity, the term buyer persona is being used incorrectly to represent the first layer.

Buyer Personas 100

Buyer Personas Lead Ranking B2B Sales Research 100

Tony Zambito

FEBRUARY 28, 2016

And, let’s not forget that B2B companies believe they may have 3-4 unique buyer personas. Based on my 15 plus years of interviewing literally thousands of buyers via buyer persona research , I am convinced buyers are not thinking within the frame of a buyer’s journey in the way as marketers believe they may be.

Buyer Personas 100

Buyer Personas B2B Content B2B Sales 100

Tony Zambito

SEPTEMBER 27, 2015

When the concept of customer experience burst onto the business world in the late ‘90’s, a natural extension became customer journey mapping. In fact, the first large scaled buyer persona development initiative ever done was accompanied by detailed customer journey mapping in 2002.

Allocation 100

Allocation Buyer Personas CMO Press 100

Tony Zambito

NOVEMBER 8, 2015

Buyer Persona-driven : goal-directed buyer personas contribute to ensuring experience and journey maps are relevant and specific to a group of buyers and that they align well with the relevant goals of a specific buyer group. Follow the one buyer persona, one scenario, one goal, and one path framework principle.

Buy 100

Buy Buyer Personas Acquisitions Correlation 100

Tony Zambito

JANUARY 24, 2016

Making use of relevant insights to help guide marketing planning. Using user and buyer personas to help communicate a common view of customers to the organization.

Planning 100

Planning Buyer Personas Paid Search Agency Marketing & Strategy 100

Tony Zambito

FEBRUARY 5, 2017

To me, that is what content marketing can become for some organizations. A grand illusion bought into and often promoted as an unquestioned element of marketing. In my previous article entitled Rethinking Buyer Personas In An Era Of Digital Transformation , I noted that digital interaction will matter more than content.

Digital Transformation 50

Digital Transformation Buyer Personas Broadcasting Leads 50

EMagine B2B Blog

FEBRUARY 27, 2018

Direct Mail Copy that Sells. Permission Marketing. Business to Business Direct Marketing. And nobody can deny that a clearly-defined marketing strategy is essential. So sure, take that 10% of your marketing time and do it now. Clear definitions of our target markets, decision makers/personas.

Account Based Marketing 52

Account Based Marketing Paid Search Agency Work Management Sales Qualified Leads 52

EMagine B2B Blog

FEBRUARY 27, 2018

Direct Mail Copy that Sells. Permission Marketing. Business to Business Direct Marketing. And nobody can deny that a clearly-defined marketing strategy is essential. So sure, take that 10% of your marketing time and do it now. Clear definitions of our target markets, decision makers/personas.

Account Based Marketing 48

Account Based Marketing Paid Search Agency Work Management Marketing & Strategy 48

Marketing Insider Group

JANUARY 24, 2013

Arketi – Arketi Group – A high-tech business-to-business (B2B) public relations and digital marketing agency. B2B_Chat – # B2BChat – Weekly Twitter chat for B2B marketers – 8 p.m. Sewell – President of Spear Marketing Group, a full-service B2B demand generation agency.

Twitter 100

Twitter Demand Generation Agencies Paid Search Agency B2B Marketing 100

Industrial Marketing Today

OCTOBER 2, 2010

The old email marketing strategy of batch and blast or spray and pray is no longer effective. However, there’s no denying the low cost of email marketing. Therefore B2B and industrial marketers continue to favor email marketing over other direct marketing channels.

Email Marketing 60

Email Marketing Planning Web 2.0 BtoB 60

MLT Creative

DECEMBER 9, 2010

Social moves beyond marketing & PR to customer service (as has already happened in B2C) and importantly to B2B sales! ardath421 Ardath Albee The next BIG idea to be executed well by B2B marketers is personas. Szetela David Szetela Cross-channel marketing, the technical pieces are coming together.

Enterprise Management 40

Enterprise Management B2B Advertising Agencies Marketing Automation Services 40

B2B Digital Marketer

OCTOBER 13, 2020

From his early years of leading street-ball leagues with peers in his Long Island neighborhood to a host of other entrepreneurial pursuits as a young man, this talent to identify the needs of customers and engage them in solutions shaped the contribution he now extends to international business-to-business (B2B) leaders across all industries.

Trust Marketing 52

Trust Marketing Sales Management B2B Marketing Planning 52

Tony Zambito

OCTOBER 9, 2015

These mirror my own findings in conducting qualitative buyer persona research interviews directly with buyers the past two years. Use Buyer Personas To Understand How To Help Buyers Achieve Their Goals. Understanding the goals and goal-directed behaviors of buyers is hard work. Buyer personas can be helpful in this manner.

Effectiveness 100

Effectiveness Buyer Personas Content Marketing Forrester 100

B2B Digital Marketer

AUGUST 25, 2020

Uh, when we, when we refer to business to business digital marketing and those longer sales cycles. So I’ve spent the last several years doing that and really am now focused on some of that value building processes to help businesses plan for their eventual transition. Now it’s become easy.

Personalization 52

Personalization Marketing Budget Work Management Enterprise Management 52

B2B Digital Marketer

SEPTEMBER 22, 2020

Um, and in being able to incorporate that into the business to business, uh, digital marketing, interactive marketing, and ultimately sales activities and customer retention activities is really vital, is really vital. Uh, it’s an overall systematic approach that all organizations have to take.

B2B Thought Leadership 52

B2B Thought Leadership Work Management Lead Ranking Marketing Management 52

Anteriad

APRIL 25, 2023

Behavior-based marketing When you click on a website, especially one that sells a product, ads for that product suddenly start showing up on your computer, as if the machine has become a stalker. That is behavior-based marketing, which uses user activity to target potential leads. Digital marketing is widely used in B2B marketing.

Paid Content 95

Paid Content Sales Management B2B Sales Top of Funnel 95

Anteriad

APRIL 25, 2023

Behavior-based marketing When you click on a website, especially one that sells a product, ads for that product suddenly start showing up on your computer, as if the machine has become a stalker. That is behavior-based marketing, which uses user activity to target potential leads. Digital marketing is widely used in B2B marketing.

Paid Content 84

Paid Content Sales Management Top of Funnel B2B Sales 84