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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.

How to Write a Creative Brief for Your Next Video Project (with Template)


This is true whether it’s for climbing up (and down) a mountain or for producing a marketing video for your business. They are important because they provide you and your stakeholders with a detailed explanation for the reasoning and background for using video to pursue your business goal.

Trending Sources

The Social Media Publishing Schedule Every Marketer Needs [Template]


Here at HubSpot, we've created a templated schedule that we fill in at the same day and time every single week for the following week's social media content. So we thought it was high time we share that social media scheduling template with you, and walk you through exactly how to fill it out.

5 Things Your Business Must Consider About Outsourcing Customer Research


As buyers change, organizations are working to stay on top of shifting trends and customer preferences. At a deeper level, customer research can reveal what’s going on in the minds of buyers, giving companies critical insights that can guide strategic decisions. Keeping with this metaphor, many marketers choose to enlist the help of a personal trainer when it comes to buyer persona or related customer research. Customer research is a skill set.

11 Types of Marketing Emails You Could Be Sending [+ Free Templates!]


We've already built seven sets of five different email templates for you to download for free , so you can get designing in no time! So grab your templates , and check out the following types of emails you could be designing and sending to spice up your email marketing program!

Supply Chain Consulting Firm Uses Marketing Automation to Facilitate Channel Change


Editor’s note: Spinnaker Management Group is a supply chain services company that helps clients grow, manage risk, reduce costs, and improve customer service by developing world-class supply chain capabilities. We do transformative consulting, related to all things supply chain.

New Marketing Automation Options for Small Business in the VEST Report

Customer Experience Matrix

GreenRope workflow GreenRope is all-in-one software sold primarily to very small businesses such as lawyers, real estate agents, consultant, coaches and membership organizations. Hatchbuck workflow Hatchbuck is another all-in-one product for very small businesses.

A Service-Based Business’s Guide to Email Marketing

Vertical Response

Service-based businesses like computer repair shops, staffing agencies, cleaning services, marketing companies, e-commerce businesses and a whole host of others use email marketing to promote their business. We’ll also showcase four emails that your business should send.

How to Deliver the Perfect Business Pitch: 8 Tips Inspired by 'Shark Tank'


A great business pitch is among the first of many hurdles an entrepreneur must jump to get their company off the ground. While it's not necessarily an indicator of future success, it's a critical moment for any business. Image Credit: Business Insider.

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How Customer-Driven Copy Helped HubSpot Increase Conversions by Nearly 100%


We learned that HubSpot customers didn't understand HubSpot had evolved into the Growth Stack: multiple tools that accomplish different goals individually, but are even more powerful used together. Conducting Customer Research. Collecting Customer Feedback.

The State of Buyer Personas 2012

Tony Zambito

Today’s business leaders can reach a maturity level that allows for a robust practice of modeling buyers whereby buyer personas are one of the tools used for descriptive and predictive buyer modeling. Personas are developed from primary qualitative research with real customers.

Are Infographics Right for Your Business? The Pros, Cons + Tips

Vertical Response

Infographics are creative, educational, attention-grabbing and can be a powerful marketing tool , but are they right for your small business? They’re easy to interpret, explains Carla Mattioli, a creative consultant with IM Design.

16 Greats of ’16: The Year’s Best Business Books for Marketers


We’ve compiled a guide to some of the best business books released in 2016 ‒ books that give practical advice on effective marketing, explain the psychology of persuading and selling, showcase major trends that will shape our jobs in the near and distant future, preview new technologies and developments looming on the horizon, assist us in improving our professionalism, and help us tap into our passions and creativity to benefit both our careers and our daily lives.

How to Take Your Customer Service to the Next Level With Content


Research released earlier this year by Sabio and the Customer Contact Association showed that anywhere between 25% and 40% of the calls that are being handled by UK contact centers are unnecessary or avoidable. How Real Companies Use Content to Improve Their Customer Service.

Mautic Offers Free, Open Source Marketing Automation

Customer Experience Matrix

Small businesses constantly cite cost as a major roadblock to adoption. Or perhaps people felt that the real barriers to adoption were lack of time and skills, so even a free product would not unlock a large new segment of customers.

You’re doing a terrible job with search and social


My consulting includes doing very deep, thorough, site audits. That your site becomes a content platform more than simply a business card. Like Paris, Milan, and New York, they can tell you’re wearing last season’s template (and it does make your site look fat).

How the Right Marketing Automation Platform Saves You Time and Money


Successful marketers need marketing automation software that’s both powerful and easy to use, especially when they’re working in fast-growing businesses and have a broad range of responsibilities. When Keri Keeling, Vice President of Customer Success and Operations at Bluenose, began leading the company’s marketing efforts, she started out with Marketo, but soon found it fell short. Bluenose develops technology that helps businesses engage, retain, and grow their customer base.

RedPoint Offers Broad, Deep B2C Marketing Automation

Customer Experience Matrix

On days when I have nothing else to be cranky about, I sometimes fuss at how business-to-business software vendors hijacked the term “marketing automation” despite its long and relatively honorable history describing systems for consumer marketing. More productively, the deal also shifted discussion from components within a marketing suite to where marketing systems fit within the larger world of unified customer management.

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The Eight Best Online Tools for Sales Professionals


A CRM system is usually the starting point, but the technology available to support sales+marketing alignment go well beyond a common platform for customer and prospect contact information. You can also create templates to automate your outreach and track which messages resonate best.”

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How B2B Vendors Can Generate Trust and Credibility With Their Website


This includes: Complete contact information, an updated About section or company information, and a summary of the products and services your business offers. Also, this simple visual introduction can smooth over the awkwardness of that first personal consultation. Business

5 Steps to Quick and Easy Personalized Emails for Account-Based Marketing


Harry is usually one of the top business development reps at The Best Solutions Company. The burden of sending the emails shifts from marketing to business development. Also, it’s useful to segment by business projects or interests. Create a Matrix of Email Templates.

The Ultimate Dictionary of Marketing Terms You Should Know


APIs facilitate the data needed to provide solutions to customer problems. 4) B2B (Business-to-Business). An adjective used to describe companies that sell to other businesses. 5) B2C (Business-to-Consumer). 7) Business Blogging.

How Raab Associates Converted to ZohoCRM In One Weekend: a B2B CRM Success Story

Customer Experience Matrix

Raab Associates is really two businesses: the technology consulting practice run by Yours Truly, and a marketing agency specializing in children’s books run by my beautiful and brilliant wife Susan. Custom filters across all field types, check.

6 Ways to Spice Up Boring Email Marketing Campaigns

The Effective Marketer

Give them something that makes them feel important and like they are your most valuable customers just because they are on the list. In addition to their name, email and other contact info, you ideally should know at least some about their interests, especially if you’re in a business that has a variety of products catering to many different types of customers. Revamp Your Template. So, if your campaign seems stale, it may be time to revamp your email template.

12 Steps and the Skills You Need for Your WordPress Website Update

B2B Marketing Traction

You just choose a template, install it, and tweak your existing content to make sure all is working, right? A website update in WordPress might be “easy” if you are the business owner, graphic designer, marketing expert, content writer and web developer who knows SEO as well.

Social Psychology for Marketers: 8 Lessons in Buyer Behavior


Before asking something of your prospects, leads, or customers, provide them with a "gift" first -- as in, something for free. It doesn’t have to be big: Maybe a helpful ebook, a free consultation call, branded company swag, or even a handwritten note. Business

5 Megatrends that Have Redefined Selling - Insights from a Sales Rock Star

Sales Engine

As you may know, Neil is regarded by many as the father of Consultative Selling and the author of many books, including SPIN Selling, the 1988 New York Times Best Seller than many of us B2B “Sales Lifers” grew up with as our template for success.

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Teaching is the New Marketing

grow - Practical Marketing Solutions

When you are helpful and provide knowledge to current and potential customers, you are building depth and emotional bonds for your brand. Educational marketing means you are providing wisdom and insight to customers to help them do their jobs. Even open the door for new business?

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Marketing Tools for the Makers & Doers of the Manufacturing Industry


Boston Consulting Group recently published a report that predicts that 30% of America’s imports from China could be produced domestically by 2020. Automating your email marketing is the natural next step for continuing your business momentum and optimizing efficiency. .

Rapid buyer persona development

Integrated B2B

On first thought, and despite our in-depth knowledge of the company and its industry (offshore engineering services), it seemed an impossible task, especially because the company has several business areas and various customer types within each of those business areas.

How Marketing Can Work With Sales to Close More (and Better) Leads


So a qualifying conversation ought to be one with an educational, consultative tone -- it'll help position the company as a reliable resource. Then, teach them how to use this information to facilitate a consultative conversation. In my work with HubSpot customers, I see it all.

How to Make B2B More Exciting: Experts Weigh In

KoMarketing Associates

Has the creative side of your business, like your branding, impacted your campaign engagement? JORDAN KASTELER , SEO Consultant : We’ve adjusted page templates and increased word count to watch our page engagement go through the roof. AKVILE DeFAZIO , Digital Marketing Specialist, and PPC Consultant at Akvertise : It most certainly has. For example, I partnered with Fatherly for their study on the top businesses offering paternity leave.

The 7 Building Blocks of a Solid Content Marketing Plan


In addition to a website redesign and repurposing old content, the tax and consulting firm created a content marketing plan with a new vision focused on developing their reputation as subject matter experts. Marketers are creating more content than ever.

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Spring 2016 Product Release Highlights


Captora’s new integration services and REST API make it possible to immediately share performance data with the Marketing Automation and CRM tools to improve the speed and accuracy of scoring, nurturing, and reporting of customers’ existing MarTech investments.

14 of the Best Content Marketing Tips, Tactics and Techniques of 2013


Interviewing Steve Miller (the marketing consultant, not the 80s rock star), Gary Kane presents and explains the 10x10x10 model for content marketing, starting with: “Write down the 10 most frequently asked questions from your customers.”

Personas Are Great (Except When They Suck)

B2B Marketing Insider

And I know a handful of consultants who are really helping their clients create actionable insights and programs and plans based on a deeper understanding of their buyers. Instead, they make your potential customers think: And they make me think: The problem with Personas: Actionability.

The 3 Most Important Reasons Marketers Use Marketing Technology


The internet has made it so easy to reach people, but there’s still a lot of inefficiency in the way we communicate with editors, prospects, customers, etc. These companies don’t have time or money to waste guessing what customers want.

How to Conquer 5 Common B2B Marketing Problems with Content


That’s not true of our 3D laser scanner and many other complex business to business (B2B) products, services and solutions. This process helps you to attract, educate, engage and convert them into customers. Perhaps the next stage is a free trial, demo or one-on-one consultation.

The Art of Stroking the Ego: How to Get Your Subject Matter Experts Creating Content

Content Standard

Yet another : While 46% of consulting firms in a survey said their consultants’ field expertise was the best source of thought leadership content, only 35% of their content ultimately came from their own consultants.

10 Most Popular B2B Lead Blog Posts of 2016

B2B Lead Generation Blog

We have more channels and more content marketing than ever before, but it’s become harder actually to connect with potential customers. I see sales and marketing people trying too hard to automate and template-ize their actions, focusing on quantity and not quality.

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