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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. 10 Essentials Of Becoming Customer-Centric With Buyer Personas. The same goes for buyer personas.

Rethinking Buyer Personas In An Era Of Digital Transformation

Tony Zambito

One means for the last sixteen years to understand customers and buyers have been the use of buyer persona development. It is time to rethink buyer persona development in this new era of digital disruption. Rethinking Buyer Personas. by Louis Prado.

Trending Sources

Mapping Buying Experiences: Creating Growth Through Aligning With Buyer Goals

Tony Zambito

Creating distinctive and engaging experiences, as part of how people and businesses go about making purchases, is getting more attention today than ever. In order to learn how to create distinctive buying experiences, businesses are embracing new means and approaches.

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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.

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. Purchase history and purchase patterns (including budgets).

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.

Beyond Buyer Profiling To Buyer Personification

Tony Zambito

The understanding of not only the segments and organizations that buys but also the individual that buys. Whereby sales organizations, in particular, went through training on how to adapt to the personalities of individuals in the buying process. by Evan Shuster.

4 Myths Preventing True B2B Customer Understanding

Tony Zambito

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.

Buyer Decisions Are Not What You Think

Tony Zambito

When marketing and sales leaders often think about how buyers make decisions, they are viewed through a prism of buyers making rational and process-driven decisions. Essentially another name for mapping the buying process. by Gregor Črešnar.

Pursuit Of Goals Drive Buyer’s Journey

Tony Zambito

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. The idea of understanding the process by which buyers make choices and decisions has been around for quite some time.

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.

Turn B2B Buying Into a Social Experience

Tony Zambito

B2B marketing and sales has lived in a neat framework centered on the purchase transaction.    In some industries and marketplaces, this purchase transaction has been fairly straight forward.  Engage the Social Buyer Persona (customerthink.com).

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Buyer Personas Require Regular Refreshing

Tony Zambito

During a series of articles entitled The Future of Buyer Personas is Social , I referenced several times that the social age will cause a rethinking of buyer persona research and development.   The Future of Buyer Personas is Social - Part 2 (buyerpersonainsights.com).

How Understanding The Goals And Intent Of Buyers Can Transform Marketing

Tony Zambito

Understanding this relationship allows for a deeper analysis of buying behavior and what truly is driving purchase decisions. This is also an important principle behind buyer insights research and buyer persona development. Transformation by Yu Luck.

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.  Image via Wikipedia.

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?

The Telltale 8% Drop In Content Marketing Effectiveness

Tony Zambito

With the amount of hype, “content about” content marketing, growth of content marketing agencies/consultants, and the explosion of content marketing conferences, the instinctive thought process is this percentage should be increasing – not decreasing. by Aha-Soft.

The Future of Buyer Personas is Social - Part 2

Tony Zambito

In part 1 of this reflection on the future of buyer personas, I focused on how it is important to leave some of the major misconceptions about buyer personas behind in order to peer into the future.    This has profound implications for buyer persona research. 

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). There are a lot of reasons why personas are valuable: Personas build understanding.

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? Today, you can find over 500,000 search results on the topic, most supporting the need for buyer personas as a foundational component of effective marketing. Personas fail: 1.

How Buyer Perceived Risks (BPR) Affects Buyer Behavior and Purchase Decisions

Tony Zambito

Image by IceSabre via Flickr The notion that perceived risks influences purchasing behavior has been around for quite some time.

Informing Content Strategy with Buyer Persona Development

Tony Zambito

  Buyer persona development is a methodology for informing strategy.    CMO’s today should have on the table a robust understanding of their buyer personas and relevant segments before committing what are not so cheap dollars to content marketing tactics. 

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.    Here is where buyer persona development can be of help.  Image via Wikipedia.

A B2B Buyer Persona is Not an Island

Marketing Interactions

If you know me, you know I’m all about creating and using B2B buyer personas to drive content marketing strategy. I’ve created more than 400 buyer personas over the last four or five years. A B2B buyer persona should never be treated as a silo. A Look at B2B Buying Dynamics.

Responding to the Buyers Purchase Path

ANNUITAS

A few weeks ago I was leading a workshop on Lead Nurturing, which included the concept of buyer personas and defining the buying path for each individual persona. One attendee asked, “Why would you need separate buying journeys?

Are Buyer Personas Dead?

The ROI Guy

A few articles have appeared recently touting the death of Buyer Personas, which prompted me to ask Jim Ninivaggi, Sales Enablement service lead from SiriusDecisions about whether this was really true. For example, take a typical phone / communications solution purchase.

Buying Triggers and Why They Matter

ANNUITAS

As consumers, if we are not in an active buying cycle, we are in a passive buying cycle. However, certain trigger events (tangible or intangible barriers that when met or breached cause another event or action to occur) cause us to move from a passive buying cycle into an active one.

Why You Need to Create Buyer Personas (and How to Do It)

ScribbleLive

It may be hard to find the time to create and maintain buyer personas, but some powerful new research from Cintell proves it’s more than worth your while. Articulate the value of personas to all team members. Look at how purchase decisions are made.

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). There are a lot of reasons why personas are valuable: Personas build understanding.

B2B Marketing Rock Stars: Data Is Driving Modern Buyer Personas

Crimson Marketing

Traditionally, B2B marketers have created buyer personas from customer hunches, not factual customer data. “As a result, a vast majority (83%) of B2B marketers say that their buyer personas are only ‘somewhat’ effective, according to a study from the ITSMA.

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.

Should your B2B Marketing Plan Include Company Personas?

Cintell

Part 1 of 2: The Confluence of Buyer Personas and Company Personas (look for part 2 coming soon with our partners at HG Data). The idea of creating buyer personas has long been used by marketers to create a human profile of our buyers. What are the benefits of company personas?

How Buyer Perceived Risks (BPR) Affects Buyer Behavior and Purchase Decisions

Tony Zambito

The notion that perceived risks influences purchasing behavior has been around for quite some time.    As we have seen an increase in the complexity of the buying process, we are seeing a correlating increase in Buyer Perceived Risks (BPR)© associated with purchase decisions. 

3 Ways To Connect With Today’s B2B Buyers

Tony Zambito

Depending on surveys from such sources as IDC , IDG Connect, DemandGen Report , Forrester , and more, we know that buyers are remaining invisible to B2B businesses and spend only a quarter of their time talking directly to sales when making purchase decisions. Image via Wikipedia.

Future of Buyer Personas is Social - Part 4 ( A New Role and Framework)

Tony Zambito

This is the fourth part of a series of reflective articles on the future of buyer personas.    In part 1 through part 3 I focused primarily on misconceptions, what needed to change, and why changes must take place in buyer persona development in the social age. 

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. The IT tools that allow us to process data are more efficient and specialized.

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.

Two Personas Every Marketer Should Care About, Even if They Never Buy

Hubspot

At HubSpot we talk about personas a lot. That''s because inbound marketing is really about creating persona-driven marketing that helps you engage with your dream customers in the channels they are most comfortable in. Sample Company Fan Persona: George the Plumber.

3 Problems You Need to Solve Before You Buy New Marketing Technology

The Point

But no company that I know of paved their way to marketing success solely by buying software. Issues that, alas, take more work than writing a purchase order for new software. The post 3 Problems You Need to Solve Before You Buy New Marketing Technology appeared first on The Point.

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Use Buyer-Based Selling To Engage The New SMB Buyer

Tony Zambito

Far too often, who the SMB buyer is and understanding how and why they make purchasing decisions gets lost in the shuffle of statistics on number of dials, connections, and product pitches. Model Buyergraphics : stopping at buyer personas today is a grave mistake.

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