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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.

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.

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).

B2B Marketing Trends for 2016

processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close.

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. Utilize The Right Buyer Persona Research Approach. by Gregor Črešnar.

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.

7 Elements Of Customer Understanding The C-Suite Must Master

Tony Zambito

Changes in customer and buying behaviors continue to rock the very foundations of many industries. According to recent surveys by PWC, Forrester, IBM , and McKinsey, disruptive trends in customer and buying behaviors are expected to continue over the next five years. by Yarden Gilboa.

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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.

B2B Marketing Trends for 2016

processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close.

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.

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.

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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.

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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.

B2B Marketing Trends for 2016

processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close.

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.

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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).

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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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.

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.

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 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.

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.

Why Personas Fail

B2B Marketing Insider

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. 

31 business building benefits of Buyer Personas

grow - Practical Marketing Solutions

Buyer Personas rock and I’m about to show you why. Buyer Personas are written characterizations of the real buyers who influence or make decisions about the products, services or solutions you market. PURCHASE MOTIVATIONS IN THE BUYING PROCESS.

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.

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.

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.

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.

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?

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?

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.

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.

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 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.

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.