Why Enabling Buyers To Buy Is The Future Of B2B

Tony Zambito

We are in that moment of hesitation when it comes to the future of how B2B buyers will engage in buying. Various studies from McKinsey, Gartner, Forrester, Salesforce, and others show increasingly that B2B buyers want seller-free buying experiences. To buy without friction.

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Redefine Your Buyer Personas For A Winning Recovery In 2021

Tony Zambito

Redefine Buyer Personas. Knowing how buyers are being affected means revisiting buyer profiles and buyer personas. When the concept of a buyer persona was originated in 2001, they were derived from the experiences in creating goal-directed user personas for product design.

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7 Reasons To Update Your Buyer Insights And Buyer Personas

Tony Zambito

Buyer personas are archetypal representations of actual buyers that articulate insights into their goals. Your buyer personas are a picture in time of your buyers. There is an important caveat to updating buyer insights and buyer personas.

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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Your Recipe for Inbound Success

Speaker: Jen Spencer, VP Sales and Marketing, SmartBug Media

Jen will dive in deep how she did this at a fast-growing SaaS company that shows, among many other things, how you can use buyer personas and establish a cadence to ensure that your content is seen at the right stage of the buyer's journey.

Anticipating The Next Normal With The Pandemic Persona

Tony Zambito

One approach is to initiate and understand deeply the emergence of the “Pandemic Persona.” In my recent article, How Buyer Behavior Will Change Amid COVID-19 , here is how I introduced initial thoughts on the Pandemic Persona: Since founding the concept of buyer personas for B2B in 2001, there has never been a greater need for a new type of persona. Businesses will need to understand the “Pandemic Persona” in the context of business and commerce.

9 Questions for B2B Buyer Persona Success

Heinz Marketing

So you have an understanding of your buying committee and how to market to them , now it’s time to build out your buyer personas. The Nine Questions for a B2B Buyer Persona. Who influences the persona? Does your primary persona line up?

The Key Elements of Great Buying Personas

Heinz Marketing

It’s no secret that buyers’ personas are a key element to marketing and sales. Personas should be developed and socialized to the organization, with feedback from sales and other departments that interact with prospects and customers. But what I really want to talk about here are the key elements of a great buyer persona. In my experience, there are some elements of personas I’ve seen that I don’t find very useful as a marketer, but we won’t get into that.

Coronavirus Will Change Buying Behaviors Forever. Will We Know How?

Tony Zambito

Perhaps none more important than – how will buying change? When I first founded the concept of buyer personas back in 2001-2002, the intent was to help organizations to achieve a deeper understanding of their buyers and customers. Will we know how buying will change? We simply do not know how buying will change. Make Sure Your Buyer Personas Are Based On Goals. We have seen many articles and books mention buyer personas incorrectly over the past 20 years.

Confusing Customer Segmentation, Buyer Profiling, and Buyer Personas Harms Marketing

Tony Zambito

In the 15 years since originating the concept of buyer personas in 2001, there has been one issue that continues to plague fully understanding exactly where, how, and why buyer personas can be beneficial. Compounding the issue today is the prevalent use of the term buyer persona to describe customer segmentation and buyer profiling efforts. I believe, in part, the issue is fertilized by efforts to capitalize on the emerging popularity of the term buyer persona.

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.

5 Tips to Easily Develop Your B2B Buyer Persona

KoMarketing Associates

While your team may have all types of strategies in place to carry out marketing messages, without B2B buyer personas, you could be missing the mark when it comes to getting your efforts consumed by target audiences. B2B buyer personas are fictional representations of your target audience members, which help to better align campaigns all along the buying journey. In this post, we will cover the following key steps: Identify the Need for B2B Buyer Personas.

The Challenger Sale in Marketing: Gain Buying Group Consensus

Content4Demand

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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5 Reasons Why Your Buyer Persona’s Aren’t Good Enough

B2B Lead Generation

Bad buyer personas. Think about it, your buyer personas are the building blocks of your marketing campaigns. That’s why I’m sharing five easy ways to improve your buyer personas. What is a buyer persona? In the most basic sense of the phrase, a buyer persona is a profile of your ideal customer. Large companies often have multiple buyer personas that span multiple industries, demographics, and product offerings. What does a buyer persona look like?

How To Use Personas For Better Marketing

Zoominfo

Today, we have things like automation, data, and buyer personas to fall back on. And in order to achieve that, you need buyer personas. What Are Buyer Personas? By now, you probably know what a buyer persona is. This is where personas come in.

New research: Empathy and solving buying problems

B2B Lead Generation

But instead, we need focus on solving customer buying problems with empathy. Because buying is harder today than ever been. Help customers buy. What we find is that the larger the buying group, the more individual stakeholders feel not only their credibility. Now I’m thinking about buying your CRM solution. I’m thinking about how to get my company to buy that solution, which I really want: I’ve got to go talk to someone in IT. The pain of buying .

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.

The Emerging Importance Of B2B Ethnography To Buyer Personas

Tony Zambito

This is still a narrow buying process perspective designed to view the buy/sales cycle to a “win” as opposed to a “loss”. 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.

Why Personas Fail

Marketing Insider Group

There’s plenty of fervor around the need for buyer personas; so why do some fail to deliver real value? From where I sit, we have entered a new phase in the evolution of buyer persona maturity in marketing– or maybe this has been the phase we’ve been stuck in ever since the phrase “buyer persona” was first coined years ago, first in the design movements of the 90’s, and later into marketing and sales. This gap is what the next phase of buyer persona maturity is all about.

How Many B2B Buyer Personas Do You Need?

Marketing Interactions

One of the first things potential clients say to me is something along the lines of how many buyer personas they think they need to create. The average is three to five B2B buyer personas. But even beyond the number of personas to create, it’s deciding on which buyer personas make the most sense to invest the time, effort, and resource to develop. Which B2B buyer personas, when engaged, will help marketers drive contribution to revenues?

How to pitch your GTM messaging to a full range of personas

Tomorrow People

Customers: Who are your target personas? Channels: Where do your target customers buy? In such sectors tech personas (CTO, CIO, Head of engineering etc) will play more important roles in choosing technology solutions and partners. How this is done: persona research.

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Overcoming The Content Personalization Challenge With Buyer Persona Research

Tony Zambito

Buyer Persona Research. When I first began my involvement with personas in the ‘90’s, they were primarily aimed at attaining a deeper understanding of user behaviors to inform overall design strategies. This premise still remains foundational to buyer personas. Understanding both usage behaviors and buying behaviors helps us to inform overall customer engagement strategies. Many mislabeled buyer persona approaches are not grounded in this essential concept.

Mapping Buying Experiences: Creating Growth Through Aligning With Buyer Goals

Tony Zambito

In order to learn how to create distinctive buying experiences, businesses are embracing new means and approaches. While in B2B marketplaces, these approaches may represent first-time efforts brought on by rapid changes in digital technologies and buying behaviors. Missing significant shifts in how buying, in general, is being redefined. How can companies today map buying experiences and stay on top of shifts in buying trends?

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Use Buyer Persona Research To Improve B2B Customer Experience

Tony Zambito

Whereas in an age of hard to come by differentiation the actual product or service offering plus price combination accounts for only 20% of buying decisions. In other words, approximately 80% of marketing and sales investments are going towards 20% of the buying decision. Understanding How Customers Desire and Perceive Experience Through Buyer Persona Research. Buyer persona research can play a role. that relate to the rational 20% of the buying decisions.

2020 Tips: Developing Buyer Personas

Sharpspring

But what about developing buyer personas? And effectively developing buyer personas can help you do just that. Buyer personas are fictionalized profiles of individual ideal customers, rooted in data from your existing successes. In this blog, we outline everything you need to know about developing buyer personas to fine tune your marketing automation and digital marketing strategy. Buyer Persona Statistics. How Many Buyer Personas Should You Create?

Creating Awesome Buyer Personas

RockContent

It may be hard to find the time to create and maintain buyer personas, but some powerful new research from Cintell suggests it’s more than worth your while. Articulate the value of personas to all team members. You can do your research, develop insights, and even pen the perfect name for your personas, but won’t matter if your team or your cross-functional partners don’t buy in. Use many data points develop accurate personas and validate them.

How to Create a Buyer Persona (Includes Free Persona Template)

Hootsuite

Defining a buyer persona (also called a customer persona, audience persona, or marketing persona) helps you create content to better target your ideal customer. Buyer personas remind you to put your audience’s wants and needs ahead of your own. What is a buyer persona? A buyer persona is a detailed description of someone who represents your target audience. You’ll understand their goals, pain points, and buying patterns.

Rethinking Market Strategy In A Digital Economy

Tony Zambito

Buying Behaviors : How people make choices and arrive at purchase decisions are undergoing major transformations. With information readily available, buying behaviors have become more self-directed, as well as, more goal-directed. For example, persona-based research can no longer be relegated to just buyer personas or user personas in a digital economy. by Delwar Hossain.

5 Ways B2B CMOs Can improve Audience Development With Buyer Persona Research

Tony Zambito

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”. Utilize The Right Buyer Persona Research Approach. Often, buyer persona interviewing advice is skewed towards using a win-loss approach focused on the buying process.

The State of Buyer Personas 2012

Tony Zambito

This June marks ten years since the first buyer persona development methodology was pioneered and launched by the firm Goal Centric now called Buyerology. The adoption of research-based modeling of buyers that leads to buyer personas has been mixed. The organizations who have embraced the goal-based methodology for research-based buyer personas have seen tremendous success in uncovering new opportunities for revenue growth. The State of Buyer Personas 2012.

State Of Buyer Personas 2016: Strong Correlation Between Effectiveness And Goals

Tony Zambito

In 2016, we will mark the fifteenth year since buyer personas were first introduced. The journey, however, continues towards professionals and organizations gaining a true understanding of what buyer persona development entails. What is clear is buyer personas are now entering the mainstream of dialogue when it comes to overall customer understanding. . I wish to thank the (124) respondents of the State of Buyer Personas 2016 Survey for taking the time to complete the survey.

New Approaches To Understand Customers Needed In A Digital Transformation World

Tony Zambito

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. Like a runaway train, buyer personas have run amok with incorrect portrayals of what constitutes insights and what methods of research are appropriate.

Use Buyer Personas to Segment by Buying Behavior

Tony Zambito

  This may have been just fine – that is – until buyers have become fairly self-directed in the buying process as well as enabled by the Internet and social technologies.    What is becoming more and more evident is that buying behaviors are getting harder and harder to discern because B2B marketers are not exactly privy to the changing behaviors.    Here is where buyer persona development can be of help.  Image via Wikipedia.

Persona Research: Support Buyer-Focused Content with New Insights

Content4Demand

Few items in the B2B marketer’s tool kits are as helpful as accurate buyer personas and messaging maps. It may be worth your while to conduct new persona research to understand what they need from you now. Go-To Sources for Persona Data. Develop Persona Messaging.

Future-Enabling Buyers Will Be Key In 2021 And Beyond

Tony Zambito

The new year is almost one-month-old. In less than three weeks, the country has experienced a time like no other. Where the degree of uncertainty about our future has intensified.

Why Personas Fail

Cintell

There’s plenty of fervor around the need for buyer personas; so why do some fail to deliver real value? From where I sit, we have entered a new phase in the evolution of buyer persona maturity in marketing– or maybe this has been the phase we’ve been stuck in ever since the phrase “buyer persona” was first coined years ago, first in the design movements of the 90’s, and later into marketing and sales. Personas fail: 1. Do you know where your personas are?

Buyer-Enabled Selling: The Next Progression In B2B Sales

Tony Zambito

The arc is bending strongly from selling to buyers towards enabling buyers to buy. A few years ago, we engaged in groundbreaking work with HP whereby we looked deeply at the buying processes of their Information Services clients. Social progress has often been a marker defining history.