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Ever wondered why your your targeted buyer personas have to be changed so much over a short period of time? Mainly because, from a demand generation perspective, your buyer’s needs and challenges evolve quickly. MORE
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. In part 2, I would like to offer perspectives on why the practice and process of buyer personas, as we’ve known them for the past decade, must undergo significant change to be relevant in the social age. The Connected Buyer. MORE
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
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 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
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
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. 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
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
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. What is true is that B2B Sales must go through a period of reinvention and cannot stand idly by as the world of B2B buyers continues to transform with each passing day. 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
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
In today’s blog post we explain why buyer personas are a critical—but often missing—element of your SEO strategy. What is a buyer persona? On a basic level, a buyer persona is essentially a fictional representation of the person who is most likely to buy from your company—your ideal customer. Buyer personas are created using quantitative analysis, market research, anecdotal observations, and many other data sources. 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
To inform a content strategy, it strikes me that there are five key areas to evaluate: Buyer understanding : gaining an understanding of how buyers intend to consume, utilize, and act upon content are the bedrock of a content strategy. The deeper the understanding, the more targeted and relevant content can be for buyers. Buyer persona development is a methodology for informing strategy. MORE
One of the major outcomes of the recent advances in the social age is the resurgence of contextually-based persona development and its’ role in helping to inform as well as shape strategy. These strategy areas include content strategy, social marketing, marketing automation, social selling, demand generation, and buyer experience marketing. The first definition points to reaching an understanding of the behavioral framework that surrounds the new social buyer persona. 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
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. Along with Alan Cooper, these folks are the real forerunners of personas back in the late ‘90’s. I wound up on a path afterward searching for a way to make buyer personas a reality. 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
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. by Matt Brooks. MORE
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. One new important principle is the need to change from a static perspective of buyer personas to an ongoing refreshment of buyer personas. I recently wrote an article describing a new Social Buyer Ecosystem. MORE
Similarly, buyers can also undergo changes making them almost unrecognizable. The COVID-19 pandemic is changing the face of buyers profoundly. Calling into question for many B2B sales and marketing leaders how well they know their buyers. Redefine Buyer Personas. 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
This means going further than demographics to get a real sense of who your buyer is and what drives them. This can be done by building buyer personas. A buyer persona is a research-based profile that depicts a target customer. Step 1: Identify Buyer Attributes. 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
Buyer personas are archetypal representations of actual buyers that articulate insights into their goals. They help us to gain insights into how buyers pursue goals and the motivations behind these pursuits. Your buyer personas are a picture in time of your buyers. 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 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. The study focused entirely on the use of buyer personas for understanding B2B buyers. Findings also found that 70% of companies who missed their revenue goals did not conduct qualitative research for their personas. State Of Buyer Personas 2016 Survey. 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
Buyer Personas Related Topics Tony Zambito
NOVEMBER 15, 2020
Similarly, buyers can also undergo changes making them almost unrecognizable. The COVID-19 pandemic is changing the face of buyers profoundly. Calling into question for many B2B sales and marketing leaders how well they know their buyers. Redefine Buyer Personas.
Tony Zambito
NOVEMBER 23, 2020
Buyer personas are archetypal representations of actual buyers that articulate insights into their goals. They help us to gain insights into how buyers pursue goals and the motivations behind these pursuits. Your buyer personas are a picture in time of your buyers.
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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.
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.
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.
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
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.
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.
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.
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.
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.
|
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.
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.
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.
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.
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.
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.
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.
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.
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
NOVEMBER 1, 2015
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. by Matt Brooks.
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. What is true is that B2B Sales must go through a period of reinvention and cannot stand idly by as the world of B2B buyers continues to transform with each passing day. Image via Wikipedia.
Oracle
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
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.
Tony Zambito
AUGUST 22, 2011
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. One new important principle is the need to change from a static perspective of buyer personas to an ongoing refreshment of buyer personas. I recently wrote an article describing a new Social Buyer Ecosystem.
Zoominfo
AUGUST 6, 2018
In today’s blog post we explain why buyer personas are a critical—but often missing—element of your SEO strategy. What is a buyer persona? On a basic level, a buyer persona is essentially a fictional representation of the person who is most likely to buy from your company—your ideal customer. Buyer personas are created using quantitative analysis, market research, anecdotal observations, and many other data sources.
The Lead Agency
DECEMBER 9, 2020
This means going further than demographics to get a real sense of who your buyer is and what drives them. This can be done by building buyer personas. A buyer persona is a research-based profile that depicts a target customer. Step 1: Identify Buyer Attributes.
PureB2B
APRIL 14, 2021
Ever wondered why your your targeted buyer personas have to be changed so much over a short period of time? Mainly because, from a demand generation perspective, your buyer’s needs and challenges evolve quickly.
Tony Zambito
DECEMBER 20, 2015
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. The study focused entirely on the use of buyer personas for understanding B2B buyers. Findings also found that 70% of companies who missed their revenue goals did not conduct qualitative research for their personas. State Of Buyer Personas 2016 Survey.
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?
Tony Zambito
JULY 6, 2011
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. Along with Alan Cooper, these folks are the real forerunners of personas back in the late ‘90’s. I wound up on a path afterward searching for a way to make buyer personas a reality.
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.
Tony Zambito
MARCH 20, 2011
To inform a content strategy, it strikes me that there are five key areas to evaluate: Buyer understanding : gaining an understanding of how buyers intend to consume, utilize, and act upon content are the bedrock of a content strategy. The deeper the understanding, the more targeted and relevant content can be for buyers. Buyer persona development is a methodology for informing strategy.
Tony Zambito
APRIL 17, 2011
One of the major outcomes of the recent advances in the social age is the resurgence of contextually-based persona development and its’ role in helping to inform as well as shape strategy. These strategy areas include content strategy, social marketing, marketing automation, social selling, demand generation, and buyer experience marketing. The first definition points to reaching an understanding of the behavioral framework that surrounds the new social buyer persona.
Tony Zambito
JULY 10, 2011
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. In part 2, I would like to offer perspectives on why the practice and process of buyer personas, as we’ve known them for the past decade, must undergo significant change to be relevant in the social age. The Connected Buyer.
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.
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