PathFactory

JULY 6, 2022

“Any worthwhile CMO, CRO, or product marketer needs revenue intelligence to do their job and make decisions. Without content intelligence and buyer intelligence, there is no revenue intelligence.” . – Rowan Noronha, founder of The Product Marketing Community. After you develop a basic understanding of your buyers (e.g.

Top of Funnel 52

Top of Funnel Buyer's Journey B2B Buyer Personas 52

Tony Zambito

JUNE 5, 2016

Understanding How Customers Desire and Perceive Experience Through Buyer Persona Research. Buyer persona research can play a role. That is if organizations truly adopt the original intent and methods of buyer persona research. A place where true goal-directed buyer persona research can be of immense help.

Buyer Personas 100

Buyer Personas Research B2B Correlation 100

Tony Zambito

MARCH 20, 2011

.  The deeper the understanding, the more targeted and relevant content can be for buyers.    Buyer persona development is a methodology for informing strategy.    Knowing what buyers are researching for determines what should be produced.     Related articles. . 

Buyer Personas 100

Buyer Personas Marketing & Strategy Buyer's Journey Content 100

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. by Scott Lewis.

Buyer Personas 100

Buyer Personas Correlation Effectiveness Ideal Customer Profiles 100

Tony Zambito

OCTOBER 26, 2015

As mentioned in previous articles, CMOs in particular, will now have to succinctly discern between buyer profiling and buyer personas. (This discernment is needed for it is unfortunate that conventional buyer profiling and win/loss analysis is being repackaged, if you will, as buyer personas by agencies and individual consultants.

Buyer Personas 100

Buyer Personas B2B Paid Search Agency Ideal Customer Profiles 100

Crimson Marketing

DECEMBER 1, 2015

Getting it right, according to Mark Roberts, CMO of communication solutions provider ShoreTel, requires looking at your go to market strategy “from a holistic perspective, rather than focusing on one aspect.” Mark Roberts is the CMO of ShoreTel. Mark Roberts, ShoreTel CMO) appeared first on.

CMO 100

CMO Work Management Demand Tools 100

Tony Zambito

OCTOBER 26, 2020

To reset their buyer strategy for post-pandemic revival, leaders can take four actionable steps: Do buyer research to learn how buyer goals have changed. Refresh buyer personas and buyer journey mappings. Design and redesign buyer interactions (marketing and selling processes) mapped to buyer goals.

Marketing & Strategy 245

Marketing & Strategy Buyer Personas B2B Sales Interactive Marketing 245

Tony Zambito

OCTOBER 12, 2020

For buyers, they will have expectations of not being forced to choose a platform or channel because one experience is better than the other. Hear the voice of this interviewee from a recent buyer insight and buyer persona research effort: “ I stopped ordering online and went back to just calling in an order.

Buyer Personas 310

Buyer Personas B2B Amazon Fulfillment 310

Marketri

DECEMBER 11, 2023

Just like the Tour de France, B2B marketing is a journey, not a sprint, and in this thrilling journey, we discover that the challenging and endurance-testing nature of the Tour de France mirrors the relentless, data-driven efforts of B2B marketers. Meticulous measurement throughout the buyer journey helps keep those efforts on track.

Planning 62

Planning B2B Thought Leadership CMO Ethics 62

Tony Zambito

MARCH 12, 2017

Just as well, the realization also has materialized that what has worked in the past, is not working today when it comes to understanding buyers. B2B companies are struggling to make gaining buyer insights more than the gathering of analytics, buyer intelligence, sales intelligence, and buyer personas couched in factual data.

Buyer Personas 251

Buyer Personas B2B Digital Transformation B2B Sales 251

Tony Zambito

NOVEMBER 28, 2011

.  Well documented over the past two years is how buyers are typically 70% into their buying processes before encountering direct sales interaction.  External : the global marketplace as well as the global economy is proving to be a disruptive force in buyer decision models.    The Future. . 

Buyer's Journey 100

Buyer's Journey Trends Elasticity Fulfillment 100

Tony Zambito

JULY 17, 2016

Primarily, it helps with making sense of the tasks and activities buyers perform. This is also an important principle behind buyer insights research and buyer persona development. The many articles, books, and promotional material written about buyer personas, in general, are missing this key point.

Intent 100

Intent Buyer Personas CMO Work Management 100

Tony Zambito

JUNE 6, 2017

On the other hand, Thick Data derived qualitatively from their best source – directly from buyers, complemented by big data analytics can lead to opportunities previously unforeseen. Where do buyer personas fit in this emerging environment? And, they will only be as good as the buyer insights themselves.

Marketing AI 214

Marketing AI Paid Search Agency Buyer Personas Companies 214

Tony Zambito

MARCH 6, 2016

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 Personas 100

Buyer Personas Ideal Customer Profiles B2B B2B Sales 100

Marketing Insider Group

NOVEMBER 23, 2023

I’ve put together a list of some of the most important content marketing questions marketers at all levels — from CMO to SEO intern — have today. That is determined by researching your ideal customers and their buyer journey. What content forms would your buyer personas prefer?

Content Marketing 221

Content Marketing Work Management Paid Search Agency Marketing Management 221

Tony Zambito

SEPTEMBER 28, 2016

Unless you can help people and teams of people to believe, perceive, and feel like they are making progress towards achieving goals, then all the buyer journey mapping in the world will not help you. Oftentimes, marketers are given or creating buyer personas in which the emphasis is on factual data.

Buyer Personas 100

Buyer Personas Buyer's Journey Case Studies Buy 100

Strategic-IC

JULY 3, 2020

ABM in the House: a series of conversations between Alex Olley, Co-founder of Reachdesk and Declan Mulkeen, CMO of Strategic IC, as they explore how to build an effective Account-based Marketing (ABM) programme. We've got our Buyer Personas that we want to target in each account. So what do you want to talk about today?

Account Based Marketing 118

Account Based Marketing Ideal Customer Profiles ABM Demand Generation 118

Tony Zambito

MARCH 6, 2017

It is troubling to see in the world of buyer personas, for instance, many mistakenly created buyer personas representative of buyer intelligence rooted in the past. Rooted in the past as the world spins by them at a rapid pace.

Digital Transformation 253

Digital Transformation Buyer Personas Lead Ranking B2B 253

Content4Demand

JULY 13, 2021

In “ Why Intent Signals May Be the Missing Ingredient in Your Content Strategy ,” you’ll hear perspectives and valuable tips from: Latan é Conant , CMO at 6sense ; Nirosha Methananda , VP of Marketing at Influ2 (formerly VP of Marketing at Bombora ); and Jon Russo , Founder/CMO at B2B Fusion. Intent Data Do's and Don'ts.

Intent Data 109

Intent Data Intent Intent Signal Bombora 109

Tony Zambito

SEPTEMBER 27, 2015

When the concept of customer experience burst onto the business world in the late ‘90’s, a natural extension became customer journey mapping. In fact, the first large scaled buyer persona development initiative ever done was accompanied by detailed customer journey mapping in 2002. Some are heeding to this call.

Allocation 100

Allocation Buyer Personas CMO Press 100

The ABM Agency

APRIL 21, 2023

Reading Time: 13 minutes Winning strategies for account-based marketing (ABM) are essential for any director of marketing or CMO at a large B2B SaaS organization. We’ll start by discussing the importance of understanding your buyer personas and defining your ideal customer profile. Developing Buyer Personas C.

Account Based Marketing 52

Account Based Marketing Ideal Customer Profiles Marketing Strategy Marketing & Strategy 52

Tony Zambito

APRIL 14, 2011

The social buyer persona that is emerging this decade is placing tremendous value in social expert networks.    The first being that the social buyer persona is looking to avail him or herself to expert knowledge that creates more confidence in decision-making.    Self-Directed Buyer Journeys. .  

Buyer Personas 100

Buyer Personas Buyer's Journey Wikipedia Social Networks 100

Seismic

OCTOBER 28, 2021

In this new normal, buyer engagement consists of social selling, Zoom calls, and remote presentations. A buyer in 2021 starts their day at a desk, most likely in their home office. A buyer journey that previously started at an industry conference now begins on LinkedIn and consists of review site searches and case studies.

Work Management 52

Work Management Marketing Management Buyer's Journey Sales Cycle 52

Tony Zambito

JANUARY 29, 2017

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. And, why it necessitates a rethinking.

Digital Transformation 100

Digital Transformation Buyer Personas Ideal Customer Profiles B2B Thought Leadership 100

Tony Zambito

MAY 23, 2017

These critical forces are tethered to understanding behavioral choices and decisions in three ways: Understanding Choices and Decisions Drivers – buyer insights in today’s digital age should be centered on understanding the behavioral aspects of understanding the multiple choices buyers make and how they impact buyer decisions.

B2B Marketing 227

B2B Marketing Planning Buyer Personas B2B 227

Tony Zambito

SEPTEMBER 19, 2016

This is true even with efforts being performed in buyer profiling and buyer personas. Where misinformation about buyer personas is rampant. And, buyer profiles and buyer personas are being tied to specific “campaigns” with emphasis on factual information.

Buyer Personas 0

Buyer Personas Planning Paid Search Agency Content 0

Tony Zambito

MAY 31, 2017

People/Team Insights – recently, I came across articles regarding defining buyer personas for ABM. Yes, this basic intelligence is always important but should not be confused with deep buyer insights.

Account Based Marketing 211

Account Based Marketing ABM Digital Transformation Paid Search Agency 211

Tony Zambito

OCTOBER 18, 2015

Buyer personas are an extension of this concept regarding how to understand buyers in this humanizing context. When I first created the process, as well as, use of buyer personas in 2001-2002 after my stint with Cooper, I saw a potential far beyond buyer profiling.

Ideal Customer Profiles 100

Ideal Customer Profiles Profiling Buyer Personas Marketing Management 100

Tony Zambito

DECEMBER 13, 2015

Buyer research intended for buyer personas specifically is designed to help organizations develop deep customer understanding at the underlying layer – the deeper second layer of behaviors and influence. Unfortunately, due to the rise in popularity, the term buyer persona is being used incorrectly to represent the first layer.

Buyer Personas 100

Buyer Personas Lead Ranking B2B Sales Research 100

Tony Zambito

OCTOBER 4, 2015

As simple as the word goal is, there is much misunderstanding about goals and goal-directed behaviors. (With regards to buyer personas, I have seen the word goal used more commonly but superficially in nature.). What also matters is understanding the right goals. Goal-Directed Marketing™ Connects On A Personal Level.

Direct Marketing 100

Direct Marketing Buyer Personas Allocation Ideal Customer Profiles 100

The ABM Agency

APRIL 10, 2023

As a director of marketing or CMO at a large or enterprise B2B SaaS organization, understanding and implementing ABM is essential for staying ahead in today’s competitive landscape. It recommends creating buyer personas, addressing pain points and personalizing messaging for maximum impact at each stage.

Account Based Marketing 97

Account Based Marketing Top of Funnel Enterprise Management Work Management 97

Tony Zambito

FEBRUARY 28, 2016

And, let’s not forget that B2B companies believe they may have 3-4 unique buyer personas. Some analyst firms propagate this view, calling it adaptable or aligned content to the buyer’s journey. Buyers Frame Their Issue Through Scenarios – Not Journeys. Vice President, Supply Chain Management.

Buyer Personas 100

Buyer Personas B2B Content B2B Sales 100

Tony Zambito

OCTOBER 27, 2018

For buyers, they will have expectations of not being forced to choose a platform or channel because one experience is better than the other. Hear the voice of this interviewee from a recent buyer insight and buyer persona research effort: “ I stopped ordering online and went back to just calling in an order.

B2B 165

B2B Amazon Buyer Personas Fulfillment 165

Tony Zambito

NOVEMBER 8, 2015

Taking this further, the one buyer, one end goal, one path, and one scenario framework is an important principle towards making such exercises insightful and actionable. Far too often, experience and journey maps wind up as very complicated and complex maps. Senior Director, IT Infrastructure. (A A brief word on formats and layouts.

Buy 100

Buy Buyer Personas Acquisitions Correlation 100

Strategic-IC

JULY 3, 2020

ABM in the House: a series of conversations between Alex Olley, Co-founder of Reachdesk and Declan Mulkeen, CMO of Strategic IC, as they explore how to build an effective Account-based Marketing (ABM) programme. We've got our Buyer Personas that we want to target in each account. So what do you want to talk about today?

Account Based Marketing 48

Account Based Marketing ABM Ideal Customer Profiles Demand Generation 48

Mereo

JANUARY 6, 2022

All signs indicate a need for leadership to prepare for more waves of employee turnover — as well as for a changing buyer journey. IDENTIFY AND ADJUST TO NEW BUYER JOURNEYS. A new buyer / seller dynamic has emerged post-COVID-19. How can you adjust specifically for your buyer audiences?

B2B 45

B2B Buyer's Journey Buyer Personas B2B Sales 45

Tony Zambito

DECEMBER 2, 2011

.  Thirdly, there are in-house attempts as well as B2B marketing consultants who offer misguided knowledge of buyer personas as targeted profiles.    This very notion embeds push messaging into plans that are created on the premise of content mapping to buyer personas. 

Trends 100

Trends Buyer Personas Lead Ranking Content 100