Expert insights. Personalized for you.
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. MORE
If you find yourself needing to talk to a lot of people, you probably have a few different buyer personas that you’re targeting through your content. What are buyer personas? Buyer personas are fictional representations of your ideal customers. When you have multiple buyer personas, tailoring your writing is the best way to get your message to resonate appropriately with your diverse audiences. MORE
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. MORE
If you work in marketing, you probably hear a lot about optimizing the customer experience, tracking buyer journeys and identifying decision-making factors and/or paths to purchase. But what about developing buyer personas? Buyer Persona Statistics. MORE
The phrase “buyer persona” gets tossed around within pretty much any marketing course, articles, and other educational materials. Why is the Buyer Persona Important for Business? After making an initial market assessment, determining buyer personas is the next logical step in defining marketing, product, and the overall business strategy. It is the buyer personas that help businesses decide: Click here to know more. MORE
4 Questions for Interim adjustments to your persona playbook. As we shared in our post on Marketing Adjustments for Turbulent Times , the buyer personas that B2B marketers use to guide their efforts were not developed in the context of a pandemic disruption. It is highly likely that the needs and pain points that populated these buyer personas two months ago look and feel quite different in the filter of current events. MORE
Buyer Personas are a powerful tool used in marketing and sales. But relying too heavily on user interviews without checking against digital marketing data can create inaccurate personas that hurt marketing instead of helping it. MORE
Read any inbound marketing blog or article and it’ll tell you to start any new initiative with, first, your goal(s) and then, second, your buyer personas. Because personas are at the heart of content. Developing buyer personas must directs not only what you write about but also the format in which it is presented, the frequency of that content, and where it is promoted. Confusing Preferences with Personas. Having Too Few or Too Many Personas. MORE
Bad buyer […]. The post 5 Reasons Why Your Buyer Personas Aren’t Good Enough appeared first on Marketing Insider Group. How often do you spend weeks or even months putting blood, sweat, and tears into a new marketing campaign, only to have it fall flat? It’s a marketer’s worst nightmare. You swear you did everything right, but when it comes time for the results to pour in, they never show. The likely culprit? MORE
Fraught with confusion surrounding questions such as: exactly what constitutes an audience and is there really a difference between buyers and audiences? 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”. by Gregor Črešnar. MORE
Long gone are the days where generic, stock-photo buyer personas like ‘Mary from marketing’ and ‘Francine from finance’ determined the direction of our marketing campaigns. Demographic data and superficial buyer profiles will not be what gets us there. Buyer insights. MORE
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. . 27% of the respondents relied on in-depth qualitative buyer interviews – a jump from 15% previously. MORE
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. MORE
We had an excellent conversation about the need for buyer personas, and the role they play as a foundational component of a B2B marketing strategy. In many cases, the need for buyer personas manifests itself in the form of common marketing challenges. These roadblocks can be alleviated by focusing efforts on better buyer understanding. Your “Mix and match” messaging tries to do too much — and ends up confusing or overwhelming your buyers. MORE
Buyer personas are the second most popular criteria for content segmentation according to B2B marketers yet only 44% actually utilize them. The persona that is developed becomes a foundation for any business that depends heavily on customer acquisition, conversion, and retention. MORE
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. MORE
by contributor | Tweet this Editor’s Note: Today’s blog post comes courtesy of Tony Zambito , the creator and today’s leading authority on buyer personas. In 2002, Tony established the first-ever buyer persona development methodology designed specifically for B2B Marketing and Sales. Over the past dozen years, Tony has conducted hundreds of buyer interviews and has helped some of today’s leading Fortune 100 companies acquire deep buyer insights. MORE
Buyer Persona Customer Marketing MORE
That’s why the emergence of buyer personas as a marketing tool is becoming increasingly popular. In Adele Revella ’s “ The Buyer Persona Manifesto ,” she offers this definition of a buyer persona : "It’s an archetype, a composite picture of the real people who buy, or might buy, products like the ones you sell." Buyer personas are like an avatar crafted from direct interviews with as many buyers as possible. MORE
Creating buyer personas is a powerful way to build the audience understanding every B2B marketing department needs for success, and an essential part of your campaign research. b2b promotional campaigns buyer personas MORE
The most significant challenge B2B marketers face is in effectively communicating with target audiences and prospective buyers. Goals become more complicated to achieve as evolving marketing technology continues to promise an opportunity to target more specifically and create unique customer experiences buyers demand. What Are B2B Buyer Personas? The Seven Phases of the Buyer Experience Journey. MORE
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. Buyer Persona Lifespan. MORE
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. When the concept of buyer personas was first launched in 2001, the world was a very different place. It also calls for new thinking when it comes to buyer persona development and gathering insights. Rethinking Buyer Personas. MORE
We are seeing continued growth in the adoption of buyer personas as a means for understanding buyers and customers. At the same time, the growth is fraught with the perils of buyer personas being misunderstood, mislabeled, and serving as a cover for basic buyer profiling. Each year, since originating the concept of buyer personas in 2001-2002, I have reflected and offered a perspective on the state of buyer personas. MORE
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. This is where buyer profiling can be helpful. Buyer Profiling. Buyer Personas. MORE
Better, deeper, insightful, and well-rounded understanding of customers and buyers is on the top of the list for many CEOs and CMOs today. Redefining The Meaning Of Buyer Understanding. These three pressing concerns are causing CEOs and CMOs to reevaluate how to understand their buyers and their abilities to help buyers achieve their goals. In today’s robust evolution of digital technologies, CEOs and CMOs seek buyer understanding to address these three concerns. MORE
It is clear that one of the top challenges facing marketing, especially B2B marketing, is the ability to connect with potential buyers on a personal level. The majority of content today is not hitting the mark with buyers and customers. Bringing organizations, no closer to customers or buyers than when they first began technology implementation. Understanding that helps inform how they can create content that is personalized to the goals and situations of their buyers. MORE
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. Which B2B Buyer Personas Should You Build? MORE
And this is why buyer personas are so important. They provide a clear picture of who your ideal customers are, what challenges and pain points they experience along the buyer’s journey, and exactly what they need to be able to take the next step towards your solution. MORE
Get a head start on your marketing education with Act-On GET SH*T DONE eBooks, including how to build buyer personas in 3 steps. List Management Marketing Strategy buyer persona Buyer Personas marketing personas personas MORE
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. This will also inform your market research and the buyer’s journey. MORE
Learning to develop b2b buyer personas is essential to building a modern marketing organization. When implemented properly these buyer personas create stronger alignment across your different departments. When developing a buyer persona some of the common traits are appearance, personality, their story, their needs, and their values. The post How to Develop Rockstar B2B Buyer Personas appeared first on Marketing Insider Group. MORE
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. MORE
“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. Those buyer personas you create are indispensable tools. Creating a content marketing strategy based on a buyer persona is a multi-step process. Create Buyer Personas. MORE
Customer experience has been and will continue to be one of the major influences on how buyers make choices. Recent research by SiriusDecisions found that for 80% of B2B buyers surveyed, customer experience counted as the top significant reason why they chose to work with a specific provider over another. Understanding How Customers Desire and Perceive Experience Through Buyer Persona Research. Buyer persona research can play a role. by Creative Stall. MORE
This extremely specific description of your model customer is a buyer persona. Buyer personas help you target prospects with surgical precision and nurture them with custom content they care about. Read on to learn seven tips for integrating buyer personas into a lead nurturing campaign: 1. Personas first, content second. Put the person back into persona. Think about the challenges your personas face. Segment based on personas. MORE
Creating a buyer persona is essential to effective attraction marketing. In order to perfect your approach in buyer persona launch , these are some common mistakes to avoid: Don’t Forget to Focus on the Buyer Decision. What do your buyers expect for each? MORE
Buyer Personas Related Topics Sharpspring
JANUARY 23, 2020
If you work in marketing, you probably hear a lot about optimizing the customer experience, tracking buyer journeys and identifying decision-making factors and/or paths to purchase. But what about developing buyer personas? Buyer Persona Statistics.
KoMarketing Associates
APRIL 30, 2019
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.
This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.
Tomorrow People
FEBRUARY 3, 2017
Creating buyer personas is a powerful way to build the audience understanding every B2B marketing department needs for success, and an essential part of your campaign research. b2b promotional campaigns buyer personas
Act-On
FEBRUARY 12, 2019
Buyer Persona Customer Marketing
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.
B2B Lead Generation
JANUARY 23, 2018
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.
|
Act-On
SEPTEMBER 14, 2017
Get a head start on your marketing education with Act-On GET SH*T DONE eBooks, including how to build buyer personas in 3 steps. List Management Marketing Strategy buyer persona Buyer Personas marketing personas personas
RockContent
JANUARY 6, 2016
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.
Cintell
SEPTEMBER 21, 2020
If you find yourself needing to talk to a lot of people, you probably have a few different buyer personas that you’re targeting through your content. What are buyer personas? Buyer personas are fictional representations of your ideal customers. When you have multiple buyer personas, tailoring your writing is the best way to get your message to resonate appropriately with your diverse audiences.
Tony Zambito
AUGUST 14, 2016
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.
Act-On
MAY 22, 2017
This extremely specific description of your model customer is a buyer persona. Buyer personas help you target prospects with surgical precision and nurture them with custom content they care about. Read on to learn seven tips for integrating buyer personas into a lead nurturing campaign: 1. Personas first, content second. Put the person back into persona. Think about the challenges your personas face. Segment based on personas.
|
Tony Zambito
JANUARY 22, 2017
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. When the concept of buyer personas was first launched in 2001, the world was a very different place. It also calls for new thinking when it comes to buyer persona development and gathering insights. Rethinking Buyer Personas.
Tony Zambito
SEPTEMBER 6, 2016
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. This is where buyer profiling can be helpful. Buyer Profiling. Buyer Personas.
Televerde
JANUARY 3, 2020
Long gone are the days where generic, stock-photo buyer personas like ‘Mary from marketing’ and ‘Francine from finance’ determined the direction of our marketing campaigns. Demographic data and superficial buyer profiles will not be what gets us there. Buyer insights.
Tony Zambito
DECEMBER 8, 2015
We are seeing continued growth in the adoption of buyer personas as a means for understanding buyers and customers. At the same time, the growth is fraught with the perils of buyer personas being misunderstood, mislabeled, and serving as a cover for basic buyer profiling. Each year, since originating the concept of buyer personas in 2001-2002, I have reflected and offered a perspective on the state of buyer personas.
KoMarketing Associates
AUGUST 6, 2019
The most significant challenge B2B marketers face is in effectively communicating with target audiences and prospective buyers. Goals become more complicated to achieve as evolving marketing technology continues to promise an opportunity to target more specifically and create unique customer experiences buyers demand. What Are B2B Buyer Personas? The Seven Phases of the Buyer Experience Journey.
Tony Zambito
APRIL 17, 2016
It is clear that one of the top challenges facing marketing, especially B2B marketing, is the ability to connect with potential buyers on a personal level. The majority of content today is not hitting the mark with buyers and customers. Bringing organizations, no closer to customers or buyers than when they first began technology implementation. Understanding that helps inform how they can create content that is personalized to the goals and situations of their buyers.
Cintell
DECEMBER 20, 2019
And this is why buyer personas are so important. They provide a clear picture of who your ideal customers are, what challenges and pain points they experience along the buyer’s journey, and exactly what they need to be able to take the next step towards your solution.
Marketing Insider Group
JULY 20, 2015
We had an excellent conversation about the need for buyer personas, and the role they play as a foundational component of a B2B marketing strategy. In many cases, the need for buyer personas manifests itself in the form of common marketing challenges. These roadblocks can be alleviated by focusing efforts on better buyer understanding. Your “Mix and match” messaging tries to do too much — and ends up confusing or overwhelming your buyers.
ActiveDEMAND
DECEMBER 5, 2019
Buyer Personas are a powerful tool used in marketing and sales. But relying too heavily on user interviews without checking against digital marketing data can create inaccurate personas that hurt marketing instead of helping it.
Tony Zambito
MAY 20, 2012
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. Buyer Persona Lifespan.
Modern Marketing
JULY 23, 2013
by contributor | Tweet this Editor’s Note: Today’s blog post comes courtesy of Tony Zambito , the creator and today’s leading authority on buyer personas. In 2002, Tony established the first-ever buyer persona development methodology designed specifically for B2B Marketing and Sales. Over the past dozen years, Tony has conducted hundreds of buyer interviews and has helped some of today’s leading Fortune 100 companies acquire deep buyer insights.
Marketing Insider Group
DECEMBER 13, 2018
Bad buyer […]. The post 5 Reasons Why Your Buyer Personas Aren’t Good Enough appeared first on Marketing Insider Group. How often do you spend weeks or even months putting blood, sweat, and tears into a new marketing campaign, only to have it fall flat? It’s a marketer’s worst nightmare. You swear you did everything right, but when it comes time for the results to pour in, they never show. The likely culprit?
Stevens & Tate
JULY 10, 2020
Creating a buyer persona is essential to effective attraction marketing. In order to perfect your approach in buyer persona launch , these are some common mistakes to avoid: Don’t Forget to Focus on the Buyer Decision. What do your buyers expect for each?
Valasys
NOVEMBER 14, 2018
Buyer personas are the second most popular criteria for content segmentation according to B2B marketers yet only 44% actually utilize them. The persona that is developed becomes a foundation for any business that depends heavily on customer acquisition, conversion, and retention.
Tony Zambito
OCTOBER 26, 2015
Better, deeper, insightful, and well-rounded understanding of customers and buyers is on the top of the list for many CEOs and CMOs today. Redefining The Meaning Of Buyer Understanding. These three pressing concerns are causing CEOs and CMOs to reevaluate how to understand their buyers and their abilities to help buyers achieve their goals. In today’s robust evolution of digital technologies, CEOs and CMOs seek buyer understanding to address these three concerns.
Launch Marketing
MARCH 31, 2020
4 Questions for Interim adjustments to your persona playbook. As we shared in our post on Marketing Adjustments for Turbulent Times , the buyer personas that B2B marketers use to guide their efforts were not developed in the context of a pandemic disruption. It is highly likely that the needs and pain points that populated these buyer personas two months ago look and feel quite different in the filter of current events.
Tony Zambito
JUNE 5, 2016
Customer experience has been and will continue to be one of the major influences on how buyers make choices. Recent research by SiriusDecisions found that for 80% of B2B buyers surveyed, customer experience counted as the top significant reason why they chose to work with a specific provider over another. Understanding How Customers Desire and Perceive Experience Through Buyer Persona Research. Buyer persona research can play a role. by Creative Stall.
Marketing Insider Group
MAY 16, 2016
Learning to develop b2b buyer personas is essential to building a modern marketing organization. When implemented properly these buyer personas create stronger alignment across your different departments. When developing a buyer persona some of the common traits are appearance, personality, their story, their needs, and their values. The post How to Develop Rockstar B2B Buyer Personas appeared first on Marketing Insider Group.
Cintell
SEPTEMBER 21, 2020
The phrase “buyer persona” gets tossed around within pretty much any marketing course, articles, and other educational materials. Why is the Buyer Persona Important for Business? After making an initial market assessment, determining buyer personas is the next logical step in defining marketing, product, and the overall business strategy. It is the buyer personas that help businesses decide: Click here to know more.
Tony Zambito
JUNE 26, 2016
Fraught with confusion surrounding questions such as: exactly what constitutes an audience and is there really a difference between buyers and audiences? 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”. by Gregor Črešnar.
Tony Zambito
JANUARY 3, 2016
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. . 27% of the respondents relied on in-depth qualitative buyer interviews – a jump from 15% previously.
Marketing Interactions
JANUARY 19, 2020
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. Which B2B Buyer Personas Should You Build?
Tony Zambito
MAY 12, 2011
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.
Marketing Action
OCTOBER 7, 2014
“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. Those buyer personas you create are indispensable tools. Creating a content marketing strategy based on a buyer persona is a multi-step process. Create Buyer Personas.
The Forward Observer
OCTOBER 16, 2012
That’s why the emergence of buyer personas as a marketing tool is becoming increasingly popular. In Adele Revella ’s “ The Buyer Persona Manifesto ,” she offers this definition of a buyer persona : "It’s an archetype, a composite picture of the real people who buy, or might buy, products like the ones you sell." Buyer personas are like an avatar crafted from direct interviews with as many buyers as possible.
SmartBug Media
SEPTEMBER 24, 2019
Read any inbound marketing blog or article and it’ll tell you to start any new initiative with, first, your goal(s) and then, second, your buyer personas. Because personas are at the heart of content. Developing buyer personas must directs not only what you write about but also the format in which it is presented, the frequency of that content, and where it is promoted. Confusing Preferences with Personas. Having Too Few or Too Many Personas.
159 
Let's personalize your content