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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. Today, many buyers are also users and power users.

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. This is where buyer profiling can be helpful. Buyer Personas.

The Emerging Importance Of B2B Ethnography To Buyer Personas

Tony Zambito

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. Resulting in a 3D view of buyers, which can help inform strategies related to each.

B2B Marketing Trends for 2016

distribution and lead nurturing, to more effectively communicate with prospective buyers at each stage of funnel. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. B2B Marketing.

State Of Buyer Personas 2016 Survey

Tony Zambito

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.

Overcoming The Content Personalization Challenge With Buyer Persona Research

Tony Zambito

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. Buyer Persona Research. by icon 54.

Use Buyer Persona Research To Improve B2B Customer Experience

Tony Zambito

Customer experience has been and will continue to be one of the major influences on how buyers make choices. The rise of the digital economy has amplified the need for businesses to address the way in which their potential buyers and customers view both their actual and perceived experiences.

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. by Scott Lewis.

B2B Marketing Trends for 2016

distribution and lead nurturing, to more effectively communicate with prospective buyers at each stage of funnel. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. B2B Marketing.

Study Confirms Importance Of Qualitative Research To Success With Buyer Personas

Tony Zambito

A recent survey conducted by Cintell*, entitled 2016 Benchmark Study On Understanding B2B Buyers , indicates that high performing organizations utilized qualitative research for their buyer personas. Understanding Buyers And Customers Beyond The Rational.

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.

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.

Infographic: The Science of Creating Buyer Personas

Crimson Marketing

Buyer personas are the first step to any effective content strategy. Personas are what will help you determine how to tailor content to your buyers. . This data will give you the framework for your buyer’s pain and needs.

B2B Marketing Trends for 2016

distribution and lead nurturing, to more effectively communicate with prospective buyers at each stage of funnel. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. B2B Marketing.

Understanding Buyer Personas: The Engineering Manager, Designer, and Project Manager

Reachforce

Buyer personas are the decision makers on which your sales and marketing team focus when looking to generate leads. How well you know your buyer personas determines how […].

How The Content Illusion Is Leading Marketing Astray In The Era Of Digital Transformation

Tony Zambito

In my previous article entitled Rethinking Buyer Personas In An Era Of Digital Transformation , I noted that digital interaction will matter more than content. 3 – Personas Are Not About Content. Personas, in this case, being misguided by The Content Illusion.

Why Buyer Personas Are Not a Waste of Time

ANNUITAS

A recent article on MediaPost raised the question “Are Buyer Personas a Waste of Time?” Based on this and the belief from 48Bricks that you simply cannot understand your customers, the assertion is that putting effort into the development of Buyer Personas is a waste of time.

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 Ascent of the Social Buyer (buyerpersonainsights.com).

Reboot Buyer Insights To Drive B2B Growth

Tony Zambito

The scale of disruption will mean the B2B buyer and seller dynamic will continue to be rocked. It is safe to say that no industry or B2B markets will go without some form of disruption affecting buyers and buying behaviors. You Have An Internal View Of The Buyer’s Journey.

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. Helps to speak to buyers and customers in their language.

How to Develop Rockstar B2B Buyer Personas

B2B Marketing Insider

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.

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.

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. Each persona could potentially initiate the buying journey.

The Future of Buyer Personas is Social - Part 1

Tony Zambito

About a dozen years ago, I became involved with personas through fate by meeting Alan Cooper , at the time he just finished his landmark book The Inmates Are Running The Asylum , and becoming enamored with personas as a process to build more user friendly products. 

Why Buyer Personas are Crucial to Inbound Marketing Success

Synecore

I would like to grab your attention briefly to talk a little bit about buyer personas and how they fit into your inbound marketing efforts. What is a buyer persona? A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers. A detailed buyer persona will help you determine where to focus your time, guide product development, and allow for alignment across the organization.

Why Buyer Personas are a Potential Obstacle to Demand Generation Success

ANNUITAS

What most organizations fail to do is document the buyers approach to the purchase (this is more than just interest, consensus, evaluation, decision). Blog B2B Marketing Buyer intersection points Buyer persona Content Marketing Institute Demand Generation Strategy DemandGen report

Should You Do Buyer Personas In-House or Outsource Them?

Fearless Competitor

Jeff Ogden , the award-winning marketing expert has been trained in Buyer Personas by the Buyer Persona Institute. When marketing leaders tell me they have buyer insights covered (buyer persona projects), I typically don’t believe then.

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.  The Connected Buyer. Image by daniel_iversen via Flickr.

The Critical Importance of Buyer Personas in B2B Marketing Today

Fearless Competitor

Buyer Personas are more than a story about a person. They’re about what a buyer thinks about doing business with you.” ” – Adele Revella of the Buyer Persona Institute. Remember that we need to educate and entertain THE BUYER.

How Understanding The Goals And Intent Of Buyers Can Transform Marketing

Tony Zambito

Understanding the difference between intent-driven and goal-driven behaviors allows for deeper levels of understanding buyers (customers). Primarily, it helps with making sense of the tasks and activities buyers perform. This issue is prevalent in misguided buyer personas also.

Intent 124

What to Include in a Buyer Persona [INFOGRAPHIC]

Cintell

So… what should you include in a buyer persona? Check out the new infographic inspired by our eBook, The Intelligent Guide to Buyer Personas. Note: I used Piktochart to create this gorgeous infographic for free. I can’t recommend them highly enough! B2BZone b2c Best Practices Blog

Lions and Tigers and Buyer Personas … Oh My

grow - Practical Marketing Solutions

For example, in this latest episode, we become the first on-demand radio show to mention The Kardashians and B2B buyer personas in the same sentence. And just when you thought it could not get any more interesting, Tom Webster defines the “rectally derived persona.”

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.

5 Marketing Challenges Solved with Buyer Personas

B2B Marketing Insider

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.

Future of Buyer Personas is Social - Part 3

Tony Zambito

This is the third part of a series of reflective articles on the future of buyer personas.  As I alluded to in part 1 , somehow buyer personas went wayward in being correctly defined.  Buyer persona development is more science than art. 

How Effective are Your Buyer Personas? Let Find New Customers grade yours for free.

Fearless Competitor

Buffer Find New Customers introduces a free grading service to evaluate buyer personas. Read on to see how you can get your personas graded by the experts. In fact, I can’t think of any aspect of marketing that doesn’t benefit from deep buyer insights.”

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.

Buyer Personas in B2B Marketing

Digital B2B Marketing

Buyer personas are a hot topic of discussion in the B2B marketing world, but how do you create the personas that you need and ensure you are getting the value you need out of them? Do you even need to create B2B buyer personas at all? Research #B2Bchat personas