Tony Zambito

JULY 18, 2011

This is the third part of a series of reflective articles on the future of buyer personas.    In part 1 of this reflection on the future of buyer personas, I focused on some of the misconceptions about buyer personas and in part 2 , I offered perspectives on why changes were needed to be relevant to the social age. 

Buyer Personas 100

Buyer Personas Lead Ranking Ideal Customer Profiles Opt-out 100

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.    Without a doubt, we are seeing the most dramatic change in buyer behaviors since post World War II. 

Buyer Personas 100

Buyer Personas Top of Funnel Peer-to-peer Marketing Funnels 100

Valasys

JUNE 8, 2020

Strategic content mapping is an orchestrated plan to deliver the right content to the right people at the right time to help customers sail through the specific stages of their buying cycles and to figure-out the opportunities to better address the pain-points of your customers. Allows Keyword Mapping in the Content Mix.

Buyer Personas 76

Buyer Personas Buying Cycle Content Template 76

Exo B2B

FEBRUARY 7, 2024

Did you know that 72% of marketing professionals use B2B personas to guide their marketing content? In this world where every purchasing decision can involve multiple stakeholders and take months of deliberation, understanding the nuances of B2B personas and the complex journey of the B2B buyer is not only useful, it’s essential.

B2B 52

B2B Buyer Personas Work Management Case Studies 52

DealSignal

APRIL 27, 2023

ABM intent data is about ABM marrying Ideal Customer Profiles, Buyer Personas, high-quality contact information, and intent data into a strategic go-to-market strategy for B2B firms. Use Ideal Customer Profiles to define your best-fit buyers An Ideal Customer Profile (ICP) simply defines who is your best-fit customers (i.e.,

Ideal Customer Profiles 52

Ideal Customer Profiles Account Based Marketing ABM Intent 52

Industrial Marketing Today

SEPTEMBER 3, 2010

Home Marketing Matters About Contact B2B Marketing Store Company Website Content Auditing and Mapping it to the Industrial Buy Cycle by Achinta Mitra on September 3, 2010 in B2B Lead Generation , Content Marketing , Industrial Marketing Strategies , Integrated Industrial Marketing These days it is popular to say “Content is marketing currency.”

Buying Cycle 60

Buying Cycle Buy Marketing Budget Web 2.0 60

Webbiquity

DECEMBER 4, 2018

You also get to understand their abilities and properly map them to your buyers’ needs. Crafting buyer personas for sales reps and treating them like customers by tailoring outreach, tools, and techniques to the needs of different teams will go a long way in improving their sales effectiveness. Map Content to the Buying Cycle.

Sales Management 220

Sales Management Top of Funnel B2B Sales Tactics 220

Marketing Insider Group

MAY 18, 2020

Thought leadership is a content marketing approach that spotlights expertise to build credibility. Thought leadership content includes three vital attributes: expert insights, influence, and a point of view. And that comes from developing content that answers the questions your audience is asking. Quick Takeaways.

Thought Leadership 355

Thought Leadership B2B Thought Leadership Research Practices 355

Marketing Insider Group

AUGUST 24, 2015

Whether you are new to content marketing or not, developing a successful content marketing strategy can be very challenging and time-consuming. How do you know if the content you’re producing will reach your target audience and generate more leads or sales for your business? Step # 1 : Get Buy-in For Your Plan.

Planning 100

Planning Marketing Plans Content Marketing Buyer Personas 100

SalesIntel

NOVEMBER 17, 2022

The top 3 most effective marketing channels as reported by respondents were social media, organic search and content marketing. Optimization of search engines is a broad topic and there are several things that you need to optimize and work on like keyword research, website optimization, and content optimization. Video marketing.

Top of Funnel 98

Top of Funnel Marketing Budget Paid Content Paid Search Agency 98

Industrial Marketing Today

JUNE 19, 2010

That is pretty much the mantra of B2B content marketing. That is pretty much the mantra of B2B content marketing. Nothing happens until your site visitors and blog readers take some kind of an action after reading your content. What marketing content you serve at each phase of the buying cycle also matters.

Relevance 60

Relevance B2B Marketing CMS Development Buying Cycle 60

Marketing Insider Group

MAY 11, 2020

While companies have relied on traditional marketing strategies for decades, some are still wondering, what is content marketing really? Content marketing, when you peel away all the layers of techniques, trends, and possibilities, is a business opportunity. Content marketing allows you to build relationships that enhances brand trust.

Paid Content 166

Paid Content Paid Search Agency Content Marketing B2B Thought Leadership 166

NuSpark Consulting

JUNE 29, 2015

CEOs and marketing leaders often stand on opposite sides of a deep chasm in terms of their belief in the power of B2B content marketing. While marketers recognize that content marketing can boost ROI, many corporate leaders still live in a worldview where traditional direct marketing campaigns rule. Such campaigns are familiar.

B2B Marketing 100

B2B Marketing Content Marketing Planning Cost per Lead 100

Marketing Interactions

APRIL 18, 2019

Complex Buying Processes Require Small Shifts. When you’re working on mapping out your content marketing strategy, start with the action you want them to take and then back into it. If your buying cycle is 6 months, buying is obviously not the shift you’re looking for out of the gate. And that’s not you.

Buyer Personas 119

Buyer Personas Buying Cycle Case Studies Case Study 119

Madison Logic

AUGUST 9, 2023

However, a one-size-fits-all approach to content and messaging wasn’t producing the highly-engaged prospects they were looking for in their pipeline. This solution portfolio enables Janice and her team to engage buyers at every stage of the buying journey with relevant content.

Account Based Marketing 52

Account Based Marketing ABM Top of Funnel Enterprise Management 52

ANNUITAS

JUNE 9, 2016

As consumers, if we are not in an active buying cycle, we are in a passive buying cycle. Like it or not, in the course of our daily lives we are exposed to and consume so much information and content that buying something or acquiring something including experiences, goods, food or resources is always on our mind.

Buy 100

Buy Buying Cycle Trigger Marketing Buyer Personas 100

Sales Engine

JULY 13, 2016

The problem with this image is that unlike its counterpart in the physical world, the sales funnel does not have the force of gravity to maintain the momentum of its contents. They expect you to be an expert in your field and about your solution, as well as to create relevant, informative content about it.

Top of Funnel 120

Top of Funnel Conversion Marketing Automation Services Sales Qualified Leads 120

Sales Engine

JULY 13, 2016

The problem with this image is that unlike its counterpart in the physical world, the sales funnel does not have the force of gravity to maintain the momentum of its contents. They expect you to be an expert in your field and about your solution, as well as to create relevant, informative content about it.

Top of Funnel 120

Top of Funnel Conversion Marketing Automation Services Sales Qualified Leads 120

Ambal's Amusings

MAY 12, 2010

Why should B2B organizations commit a growing percentage of their budget to content creation? Why should you conduct content audits and create content maps to extract the most value possible from existing content assets by repurposing them in as many ways as possible? Get Content. Recommended Resources.

Microsite 100

Microsite Buyer Personas Buying Cycle Emarketing 100

Madison Logic

FEBRUARY 7, 2024

Resolution #1: Leverage AI the Right Way Generative AI (genAI) has completely changed the game by offering B2B marketers opportunities to enhance their strategies and streamline time-intensive tasks such as campaign design, audience or competitor research, and content ideation.

Marketing AI 52

Marketing AI Work Management B2B Marketing Marketing Management 52

NuSpark Consulting

APRIL 29, 2017

For many years now, B2B marketers have spent time and effort carefully crafting buyer personas based on demographic profiles, needs analyses and former sales results, among other criteria. Examine historical data to get the value of former “good” deals and the typical length of the buying cycles for each one.

Account Based Marketing 159

Account Based Marketing Ideal Customer Profiles Budget Programs Enterprise Management 159

Content Marketing Institute

APRIL 10, 2018

“A poorly constructed persona can seem a lot like a stereotype, such as all millennials want information delivered via mobile devices,” says Kevin Smith of Kevin W. The key to powerful buyer persona development comes down to three important factors: grounded in fact, functional, and more than demographic data.”. Click To Tweet.

Buyer Personas 109

Buyer Personas Ideal Customer Profiles Work Management Marketing Management 109

Heinz Marketing

SEPTEMBER 27, 2021

It happens without taking a look at the buyer personas and the entire buying cycle to help identify qualities and quantifiers of a great customer. Vague offers and content don’t motivate leads to visit your website, reducing site visits which impacts lead generation. We call this phenomenon the “Lazy ICP”.

Ideal Customer Profiles 96

Ideal Customer Profiles Demand Generation Marketing Budget Profiling 96

Valasys

JUNE 24, 2019

SoLoMo refers to an integrated approach that involves the targeting of buyer personas across social media platforms, targeting local audiences & mobile marketing for the purpose of acquiring new customers for B2B businesses & retaining existing ones. Let’s dissect each of the three pillars of a SoLoMo content strategy: 1.

Mobile Marketing 65

Mobile Marketing Social Marketing Marketing & Strategy B2B Marketing 65

DealSignal

APRIL 10, 2024

B2B buyer behavior has shifted dramatically to independent, online research. Due to the volume of content and online resources in nearly every industry, most people on your buying committees can perform their own research on their own time and are likely to make a decision before ever talking to your sales team.

Intent Data 52

Intent Data Ideal Customer Profiles Intent Marketing Automation Services 52

SWZD

MARCH 10, 2017

Sometimes in the midst of sales requests, jam-packed campaign calendars, client requests, determining content marketing ROI, data analysis and creative brainstorms, we forget why we do what we do. Content marketing, in particular, can easily become something that is about deliverables, syndication schedules and inbound leads.

Top of Funnel 48

Top of Funnel Marketing Management Content Marketing Planning 48

Everything Technology Marketing

APRIL 4, 2011

B2B buyer behavior has been changing dramatically over the last few years as buyers increasingly refuse to be interrupted by outbound marketing tactics. And while you want to help buyers make pragmatic, informed decisions, your ultimate goal is to persuade buyers to select your solution over competing alternatives.

Customer Surveys 100

Customer Surveys B2B Marketing Content Marketing Webcast 100

Madison Logic

MARCH 1, 2023

Faced with increased competition and shrinking budgets, marketers must navigate larger buying committees and more complex buying cycles. And if you have a specific buyer persona in mind, you can hyper-target and prioritize those decision-makers at scale across LinkedIn.

Linkedin 52

Linkedin Marketing Budget Account Based Marketing Multi-Channel 52

EveryoneSocial

JULY 31, 2018

No matter what industry your company is in, or if you sell a product or if you sell specific services, having company content is key to growing brand visibility online. Yet, content is not as simple as just publishing something and then a ton of leads will come piling in. What is Content Research? What is Content Research?

Research 79

Research Effectiveness Brand Identity Branding 79

Tony Zambito

SEPTEMBER 22, 2010

.  Without investing in informing buyer insight, executives will be in the dark on how to craft buyer experiences that makes them part of an organization’s buying strategies. Buyer Personas. Buyer Personas, archetypal representations of real buyers, have enjoyed increasing attention over the past few years. 

Top of Funnel 100

Top of Funnel Buyer Personas Marketing Automation Services Buyer's Journey 100

PureB2B

MAY 30, 2022

There are proven methods that you and your team can use to reach out to, and engage with decision-makers that fit your buyer persona. These are content asset-based methods that help attract qualified leads to your business and into your pipeline in a value exchange. 7 in 10 B2B buyers watch a video during their buying process.

B2B Sales 62

B2B Sales Webinar Metrics High Quality Lead Marketing & Strategy 62

NuSpark Consulting

NOVEMBER 6, 2015

But they have no plan, no content. Similarly, a marketing automation system with no process or content does not create leads and convert sales. First, you have to understand your buyers and develop buyer personas. 57% of a buyer’s journey occurs before he or she contacts a vendor. The result? No new leads.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Planning 100

PathFactory

MAY 3, 2022

Everyone has a hot take on how the traditional B2B sales model has died, changed, morphed, or remains relevant – alive and kicking. Both articles make some great points which align nicely to the direction of our Intelligent Content Platform and our latest addition, PathFactory for Revenue Enablement, announced yesterday.

Ideal Customer Profiles 59

Ideal Customer Profiles B2B Sales Top of Funnel Account Based Marketing 59

Hubspot

AUGUST 30, 2012

Asking these types of questions will help you paint a clearer picture of your target customer -- what marketers like to call their " buyer persona " -- which will help you make smarter marketing decisions that always cater to the needs of your target customer. 11 Ways to Use Personas to Be a Better Marketer.

Buyer Personas 28

Buyer Personas Advertising Agencies Landing Pages Thought Leadership 28

PureB2B

FEBRUARY 15, 2017

While there’s no cut and dried answer to determine a precise timeline, you can come up with the best answer by determining your average customer’s buying cycle. For example, if the buying cycle typically averages four months from lead to sale, then that’s the amount of time you should allot to your lead nurturing campaign.

Top of Funnel 90

Top of Funnel Sales Qualified Leads Marketing Qualified Leads Lead Ranking 90

The Effective Marketer

MARCH 22, 2012

Buying cycle control (you need to facilitate the buying process and understand what is required of you as a result). Create sufficient content (how can we possibly keep up with demand for content?). The Customer Buying Cycle Framework. Content Creation Challenges. Inbound marketer. Measurement.

Demand Generation 100

Demand Generation Lead Ranking Demand Marketing Qualified Leads 100

Marketing Interactions

AUGUST 8, 2021

This is because our marketing-to-sales models and processes are not built to help buyers buy. They are sales-driven, not buyer-driven. At best, they aren’t even relevant until people have done the hard work of solving the change management problem so they can choose to become buyers.

Buy 62

Buy Work Management Lead Ranking Marketing Management 62