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? How do they go about researching new solutions and vendor capabilities?

The Content-Ready Buyer Persona

Marketing Insider Group

Recently, Cintell was a proud sponsor of a Marketo webinar with Ardath Albee on the topic of content marketing and buyer personas. What’s more, 75% of buyers believe vendors give them too much material to sort through, 62% of which is considered useless (Forrester).

What’s the Difference Between Buyer, Customer, and User Personas?


At its very basic level, a “persona” is a character. Personas in the world of music refer to an artist assuming a role that matches the music they sing (think Ziggy Stardust adopted by David Bowie). In psychology, a persona can refer to the mask or appearance one presents to the world.

Message Personas: 40 Questions for your Buyer Personas


So all of your fancy acronyms and business speak is just a waste of time. Enrich your marketing database with persona attributes for better targeting and segmentation. Identifying your Buyer Personas are easy, it’s the WHO you are building products and solutions for.

How B2B Marketing is Changing in 2018

online and through other channels before they actually reach out to the vendor. an increased focus on business results (lead gen and growth) and tactics to support that. content 5 Content syndication / lead gen vendors. 1How B2B Marketing.

Rethinking Market Strategy In A Digital Economy

Tony Zambito

Making it harder for businesses to assess markets and get a read on market environments. New digital technologies are transforming the very concept of how organizations communicate and create new business and operational models in the digital economy. by Delwar Hossain.

B2B Buyer Personas: How to Create Them for Every Budget

Unbound B2B

A B2B buyer persona is a construct that represents your perfect customer, developed by observations from market analysis and data collected from your existing client base. Where to Start When Creating Strong Buyer Personas. Utilizing Buyer Personas to Optimize Marketing Efforts.

How Buyer Personas Can Improve Your B2B Lead Generation Aim

The Forward Observer

With properly researched buyer personas you can make sure your content is always on target. Thanks to the Internet, your customers can do research to educate themselves about their business problems, possible solutions and providers. What Are Buyer Personas?

Buyer Persona Basics

Marketing Action

“A buyer persona is an example of the real person who buys, or might buy, products like the ones you market,” according to Adele Revella , who also advises that you hold direct interviews with real buyers and build your personas based on what you learn in those meetings.

20 Questions to Ask When Creating Buyer Personas [Free Template]


Buyer personas are a crucial component of successful inbound marketing, particularly for the sales and marketing departments. Download our free buyer persona template here to learn how to create buyer personas for your business. What's their "busy work" look like?

How PeopleHR Found the Right Marketing Automation Vendor

Marketing Action

Finding the best marketing automation vendor for your business can be a difficult proposition. Here’s how his vendor evaluation resulted in a partnership with Act-On Software, an integrated suite of marketing automation tools and resources.

5 Expert Questions to Ask Your ABM Vendor


Before you commit to a long-term ABM strategy, ask your ABM vendor these questions. If your ABM vendor doesn’t provide you with reporting at both the account level and contact level, walk away now. Persona targeting. How do you show ROI and business impact?

Buyer Personas: The Missing Piece of Your SEO Strategy


The digital nature of our current business landscape has caused a dramatic shift in the way companies market their products. In today’s blog post we explain why buyer personas are a critical—but often missing—element of your SEO strategy. What is a buyer persona?

3 Steps to Applying Your Personas to Segmentation

Modern B2B Marketing

You have spent months creating your list of personas. How do you actually humanize these personas, find them in the marketplace, and target them appropriately? The answer lies in using technology to create segments, and tailor your marketing to each persona by assigning it a segment.

Make chatbot-ready videos for account-based marketing


Did you know that Facebook thinks that most online interactions between businesses and their customers will soon be mediated by chatbots ? Even if it’s not a formal ABM program, you’re trying to grow your business with key accounts, right?

The Telltale 8% Drop In Content Marketing Effectiveness

Tony Zambito

In the Forrester report, specific to Sales Enablement surveying over 300 business and IT decision-makers, it ironically proves to be a telltale state of the union about content marketing. As much as 80% say, “Vendors give me too much material to sort through”. by Aha-Soft.

How Buyer Personas Should Be Incorporated into Your B2B Marketing Strategy

Hinge Marketing

Consider buyer personas. When used properly, these personas can help us define and internalize the customers we want to attract—helping us craft our products and strategies to fit their needs. Here’s How to Create a Buyer Persona: 1. Vendor Interactions.

What Does a Great Buyer Persona Look Like? Dissecting 3 Real-Life Examples


Take buyer personas, for instance. We spoke with three of our customers to see if they''d share their personas with the world -- and they said yes. Below, we''ve shared their personas, and dissected why their examples are great. Inside Visual Creatives'' Buyer Persona.

10 Questions to Consider When Creating Your B2B Buyer Persona

B2B Marketing Insights - WE•DO

Your B2B buyer persona is a critical element of supply chain marketing efforts, particularly for inbound marketing. According to Marketing Insider Group, 93% of companies who exceed lead and revenue goals segment their database by buyer persona. Getting started with developing a buyer persona for your supply chain marketing can be difficult. Creating a persona that’s helpful requires a fair amount of solid research. Putting Your Buyer Persona to Use.

2018 Martech 5000 Supergraphic: 5 Tips on How to Choose a Lead Gen Vendor


Marketers are faced with so many nuances and variables when choosing vendors for their martech stack. To help you sort through the options and make sense of the logo-lunacy, here are a few tips for how to choose a lead gen vendor. The MarTech landscape is vast and growing.

5 Things Your Business Must Consider About Outsourcing Customer Research


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. These consultants have led the evangelism of buyer personas for years now – in fact, two of the industry’s best are on our board of advisors as we build technology meant to better enable buyer understanding. Understand the difference between a well-developed, well-researched persona, and a sketch.

How to Get Started with Inbound Marketing


How Can Inbound Marketing Help Grow my Business? Plus, with inbound marketing, you’re only creating content that appeals to your buyer personas. Step 2: Create Buyer Personas. Decision Stage: Free samples/trials and vendor comparisons. Can you add buyer personas?

Plan for the Social Buyer Before It’s Too Late

Tony Zambito

  An even more profound and sobering fact is that 80% of business buyers today say that they found their vendors as opposed to vendors finding them.    Don’t worry, you are in good company as 85% of business phone calls go into voice mail and are never returned.

Everything Marketers Need to Research & Create Detailed Buyer Personas [Template]


To recap Kim Goodwin in Designing for the Digital Age , "personas are archetypes that describe the various goals and observed behavior patterns among your potential users and customers." Okay, so personas are a really important part of your business.

Looking Outside In: Know Your Buyer First


In it, the use of buyer personas was explored and surprisingly only 44% of enterprise B2B organizations use buyer personas as part of their Demand Generation planning. Demographic information is critical for most marketers using buyer personas according to the ANNUITAS research.

4 Tactical Takeaways from Case Studies Presented at SiriusDecisions Summit 2013

Modern Marketing

He currently runs B2B Fusion , a vendor neutral business helping business-to-business sales and marketing leaders accelerate revenue growth by connecting marketing investment to new revenue opportunities.

3 Demand Generation Trends to Watch in 2019


As we wrap up another busy year in marketing, I’d like to reflect on the major trends of the year and project how they’ll play out in 2019: #1: Account-Based Marketing. Particularly if your business serves Tech customers, you should consider the benefit of bringing your customer success team into the ABM fold and have your cross-sell playbook ready. If you know your personas could use a makeover, head over to our blog post on creating actionable personas.

Looking Outside In: Know Your Buyers First


In it, the use of buyer personas was explored and surprisingly only 44% of enterprise B2B organizations use buyer personas as part of their Demand Generation planning. Demographic information is critical for most marketers using buyer personas according to the ANNUITAS research.

The 7 Proven Steps and the 3 Biggest Myths of ABM

Heinz Marketing

2 –Identify people : Fill out these accounts and buying contacts for key personas based on your ideal buyer profiles. In our updated guide to Account Based Marketing , I’ve laid out a map containing all of the ABM vendors and the category in which they belong.

Inclusive Relevance: Your Content’s Job Description

Marketing Interactions

Once B2B buyers figured out they could access whatever information they needed to understand a new subject, answer a question, or evaluate a product they no longer needed to talk to a vendor until they decided to invite them to the conversation.

Scientists Are People Too: How to Write Marketing Content for Scientists that Isn’t Boring

SmartBug Media

This makes them the ultimate persona for your content marketing efforts. Maybe You Don’t Really Understand Your Scientist Personas. INFOGRAPHIC: Quick and Dirty Guide to Building a Buyer Persona. Scientists are very busy, buried in data and research.

Is Your Content Marketing Missing the Mark?


A Content Map plots your buyer personas against your buyer journey for their information needs at each stage. A general representation of this concept is below: Of course, the first step is to understand your buyer journey and the personas involved. Personas.

Make it a Match: How to take a prospect from “Who?” to “I Do!”


The purpose of developing buyer personas and mapping their journeys is about relevancy—delivering the right message, to the right person, at the right time. This means understanding your ideal buyer personas and curating content to meet them where they’re at in the buyer’s journey.

How to Write a Business Plan: A Step-by-Step Guide (With Examples)


Not all business ideas are good ones. A lot of people have business ideas -- it's whether these ideas are any good that really matters. Check out our comprehensive guide on how to start a business to learn more about fleshing out the details of starting a new business.).

Reinvent the B2B Buyer Experience to Grow Revenues

Tony Zambito

  In a research report published earlier this year by McKinsey, more than 1200 B2B buyers surveyed rated the overall sales experience (buying experience) as the most important factor in rating the vendor's performance. This Image by jackanapes via Flickr.

5 Essentials To Build A Survey


We rely on data and statistics from various surveys, vendors and publications to form opinions and develop insights into our lives and our business. According to a recent Harvard Business Review , gathering metrics is easy, but building insights is the hard part, as they are rare.

Survey 160

How Do You Market Your SaaS Business? and Challenges Faced by SaaS Marketer

Unbound B2B

A niche market means you have to create accurate personas. Companies dealing in enterprise SaaS are also a force to contend with, for any mid-sized SaaS vendor that intends to break into that space. New customer acquisition remains a top priority for SaaS businesses.