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. Compounding the issue today is the prevalent use of the term buyer persona to describe customer segmentation and buyer profiling efforts. Demographics. This is where buyer profiling can be helpful. Buyer Profiling.

How to Create Accurate Buyer Personas

Sharpspring

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.

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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. 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.

2020 Tips: Developing Buyer Personas

Sharpspring

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.

What is a Buyer Persona Insight? And, how to develop a rockstar B2B buyer persona?

Business Brainz

The global pandemic is profoundly changing the face of the B2B buyer. B2B revenue leaders and marketers are spending a lot of their time focusing on understanding buyer personas. A study by Gartner revealed 80% of the average B2B buyer journey took place online in 2020.

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 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.

What is Audience Segmentation and Why is it Important for Content Marketing?

DivvyHQ

Getting the right content in front of the right buyer is the heart of well-deployed content marketing. But this scenario may not come to pass often if you haven't introduced audience segmentation into your content strategy. Here's how to get it done.

How to Create a Personalized Experience in the Age of Digital Marketing

DivvyHQ

Content Marketing Content Planning Content Strategy ABM account based marketing behaviors buyer personas buyers journey content demographics digital email marketing environmental marketing personality personalization segmentation stages

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What is Audience Segmentation and Why is it Important for Content Marketing?

DivvyHQ

Getting the right content in front of the right buyer is the heart of well-deployed content marketing. But this scenario may not come to pass often if you haven't introduced audience segmentation into your content strategy. Here's how to get it done.

How to Create a Personalized Experience in the Age of Digital Marketing

DivvyHQ

Content Marketing Content Planning Content Strategy ABM account based marketing behaviors buyer personas buyers journey content demographics digital email marketing environmental marketing personality personalization segmentation stages

Aging 52

How to Create a Personalized Experience in the Age of Digital Marketing

DivvyHQ

Content Marketing Content Planning Content Strategy ABM account based marketing behaviors buyer personas buyers journey content demographics digital email marketing environmental marketing personality personalization segmentation stages

Aging 52

What is Audience Segmentation and Why is it Important for Content Marketing?

DivvyHQ

Getting the right content in front of the right buyer is the heart of well-deployed content marketing. But this scenario may not come to pass often if you haven't introduced audience segmentation into your content strategy. Here's how to get it done.

How to Use Buyer Personas in the Financial Services Industry

SmartBug Media

Ryan Malone, CEO of SmartBug Media™, explains a buyer persona as “a profile that describes your ideal customer.” Understanding your buyer personas is a critical first step in any financial services marketing campaign. Developing Buyer Personas. When you define a buyer persona, you identify the ideal customers for your financial services company and what makes them want to work with you. Let’s talk through the Buyer’s Journey.

The Single Buyer Model: A Dangerous Road Towards Competitive B2B Marketing

Tony Zambito

Building A Tribe Of Buyers ©All Rights Reserved Kenny Madden. Many B2B Marketers today are faced with the daunting tasks of connecting with buyers in new ways and using new mediums that are still in infancy. New tactical approaches have been introduced at a rapid rate and some old ideas repurposed with new labels – all in an effort to find the ever flowing fountain of gaining buyer attention. Sales role was to target the single buyer. Yes, we even did a buyer persona.

MYTH: We Don't Need Personas for Marketing Our Senior Care Services

SmartBug Media

We can attribute this number to Baby Boomers , but it doesn’t mean that’s where your senior care marketing demographics stop. This is why personas are crucial for senior care services. Tag along as we dig into the details of why personas matter and how you can make sure you’re targeting the right people. Why Personas Matter. Simply put, a buyer persona is a semi-fictional representation of your ideal customer. Personas allow you to focus your time.

Lead Nurturing: 4 Steps to Do That Help More Customers Buy

Markempa

The one thing I can guarantee you about the journey is that getting more leads is not better if you don’t know how to nurture them. The goal of lead nurturing is to help potential customers on their buying journey. Step #1: Step in your customers’ shoes to build a buyer journey map.

What a Digital Marketing Persona *Really* Is (and How to Create Them)

SmartBug Media

This is where buyer personas come in. Buyer personas help you effectively connect your value propositions to customer pain points in a language they speak. Personas help you strategically shape your digital marketing campaigns, product/service offerings, and support efforts from the get-go, ultimately impacting your organization’s bottom line. What Is a Persona in Digital Marketing? How to Create personas for Digital Marketing.

Looking Outside In: Know Your Buyers First

ANNUITAS

It sounds pretty basic…getting to know your buyer before you build a Demand Generation program seems like common sense. In it, the use of buyer personas was explored and surprisingly only 44% of enterprise B2B organizations use buyer personas as part of their Demand Generation planning. As CMOs are being asked to do more and are required to drive more revenue for their organizations, they must become experts on the buyer to turn the situation around.

Looking Outside In: Know Your Buyer First

ANNUITAS

It sounds pretty basic…getting to know your buyer before you build a Demand Generation program seems like common sense. In it, the use of buyer personas was explored and surprisingly only 44% of enterprise B2B organizations use buyer personas as part of their Demand Generation planning. As CMOs are being asked to do more and are required to drive more revenue for their organizations, they must become experts on the buyer to turn the situation around.

How to Use UX Testing to Improve Your Customer Lifetime Value (CLV)

Single Grain

Create User Personas for Clearer Understanding. Start with one persona at first so that your team members have a clear structure. Dive Deeper: The Ultimate Guide to Developing Buyer Personas (with Templates!). From Start to Finish: The Customer Journey Map.

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The Beginner's Guide to Customer Targeting

Hubspot

I'm talking about customer targeting, which is a way to divide your target audience further into groups and use fresh, new strategies to capture their attention during the buyer's journey. Buyer behavior. Refine your buyer persona(s). Buyer Personas

Audience Targeting: What It Is and Why You Need It

Hubspot

Audience targeting is the method of separating consumers into segments based on interests or demographic data. Helpful demographics to consider would be age, average income, interests, location, and gender. Initially, you'll want to refer to your existing buyer persona (s).

10 Tips for Sales and Marketing Content Alignment

Seismic - Sales Effectiveness

Because buyers are savvier and more educated, they expect salespeople to present them with content that is relevant to them in their buying journey. A recent study of B2B buyers found that 95% of buyers chose a solution provider that “provided them with ample content to help navigate through each stage of the buying process.”. Co-develop buyer personas. Both sales and marketing must develop personas together and agree on them.

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A Guide to Researching Leads Before a Sales Call

PureB2B

In this fast-paced industry, buyer needs and demands are ever-evolving. Researching your sales leads will help you contextualize their situations , problems, and needs beyond a simple buyer persona or stage of the buyer’s journey. Remember, all the actions your prospective buyer takes is driven by a goal. Contextualizing buyer situations and experiences isn’t as simple as your marketing data makes it seem.

Hubspot Inbound Conference Recap 7 of 9

Kaon

First and foremost, you need to understand your buyer persona, i.e. name, demographics, goals, habits, and needs. Then, you need to focus on the buyer’s journey. Many studies show that 2/3 of a buyers research is completed before even reaching out to sales. Therefore, you need to start thinking of the buyers journey: Awareness- when a person realizes there is something wrong. Give buyers something they can relate too.

Should Your Individual Products Have Their Own Websites?

SmartBug Media

To do this, we’ll start at the beginning of most marketing challenges—your buyer personas. Specifically, it’s important to take a quantitative and qualitative approach and answer two questions: WHO — Are the buyers of each product generally the same? I say “generally” here because there will be nuances in the buyer personas of each product, so a little wiggle room is understandable. Their buyer demographic is pretty tight.

7 Ways to Implement an Effective Omni-Channel Strategy

Sharpspring

Omni-channel marketing acknowledges that consumers have ready access to information and will move between devices and channels during the buyer journey. 1) Create Buyer Personas. Accounting for buying habits, preferences, and behaviors across channels allows you to create rich personas. If you understand the various types of buyer’s journeys that your customers go through, you can create a premium customer experience. Imagine a bike wheel.

What Demand Marketing Really Means

PureB2B

All marketing efforts are geared towards one goal—to delight consumers and customers throughout all stages of the buyer’s journey. Both demand creation and demand generation focus on the awareness stage in the buyer journey, whereas lead generation efforts focus on the later stages in the buying journey such as the consideration and decision stages. And this must extend beyond simple information such as their basic demographics.

The 2 Most Important Concepts For B2B Content Marketing Success

The Forward Observer

The most effective way to build a content strategy is to start with just two concepts: 1) your buyer persona and 2) your buyer’s journey. By focusing on your buyer persona and the buyer’s journey, you’ll have addressed the two most important elements of an effective content marketing strategy. 1) Buyer Persona. Unfortunately, there is some buyer persona malpractice being committed by marketers.

B2B Programmatic Marketing: What to Expect in 2021

TrueInfluence

What to expect on your 2021 programmatic journey? 3. High demand for personalized advertisements: Truly p ersonalized or customized ad content is attractive and engaging to customers, no matter where they are in the buyer journey.

The Force Behind High-Performing Account-Based Marketing

TrueInfluence

And that’s just on the brand’s side of the buyer journey. Are there robust filters (Firmographic, Demographic, Technographic, Intent) that help identify contacts for targeting? Who wouldn’t want to use every tool at your disposal to earn and keep buyer attention?

Why Every B2B Marketer Should be Leveraging Intent Data

Inbox Insight

But when it comes to looking at data, it’s vital to learn more than just who your buyers are and where they are from. To build and develop accurate personas for B2B marketing. To ensure we can harness early buyer interest.

Four Tools Marketing Agencies Should Build for Sales Teams

ATAK Interactive

If you’ve read our previous blog on How to Build a Winning B2B Sales Enablement Strategy , you know B2B buyers today extensively evaluate a product or service before purchasing. To start off, we are going to talk about buyer personas. What does this persona want?

4 Tools Marketing Agencies Should Build for Sales Teams

ATAK Interactive

If you’ve read our previous blog on How to Build a Winning B2B Sales Enablement Strategy in 2020 , you know that B2B businesses today operate in a reality where B2B buyers today extensively evaluate a product or service before purchasing. What does this persona want?

Enrich B2B Content Marketing with Intent Data and AI

TrueInfluence

Brands recognize they must come up with a strategy that delivers useful assets at every stage of the buyer journey. When buyers (and Google) are consistently pleased with your content, you will see rewards.

What is BANT and How Does it Fit Into the B2B World?

SmarkLabs

However, HubSpot points out that the way salespeople tend to use it can rub potential buyers the wrong way. Rattling off a bunch of questions to a potential buyer is a surefire way to seem pushy and put people off of anything that you’re selling.

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B2B Programmatic Marketing: What to Expect in 2021

TrueInfluence

What to expect on your 2021 B2B programmatic journey? Your programmatic ads must be relevant to your target account’s stage within the buying journey, and this attention to humanity will pump up response rates.