Tony Zambito

NOVEMBER 1, 2015

A recent survey by B2B Marketing, in conjunction with the UK-based agency Tomorrow People, indicated only 38% of marketers considered their content to be “very customer-centric.” Strengthening The Common View Of Customers. Thus, making it even more difficult to foster customer-centric marketing.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles B2B Marketing Paid Search Agency 100

Zoominfo

JUNE 28, 2023

You’ve got butterflies, your team is excited, and you know your customers are going to be impressed. In this context, a GTM strategy includes defining the target audience, messaging framework, marketing channels, offers, and sales plays your teams will run to convert prospects to leads and leads to customers.

Marketing Analytics Tools 130

Marketing Analytics Tools Ideal Customer Profiles Work Management Marketing & Strategy 130

DealSignal

APRIL 10, 2024

One of the most popular benefits of B2B intent data is generating intent topics (for content marketing plans), account lists, ideal customer profiles (ICPs), and buyer persona criteria. These functions are foundational to operationalizing intent data to generate demand and sales pipeline.

Intent Data 52

Intent Data Ideal Customer Profiles Intent Marketing Automation Services 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. 1: Identify Your “High-Value” Clients. Analyzing your data is critical to enable you to determine what makes a high value client.

Account Based Marketing 159

Account Based Marketing Ideal Customer Profiles Budget Programs Enterprise Management 159

The Mx Group

AUGUST 16, 2017

Your Top Ten Questions About B2B Buyer Personas. Recently, we partnered with Demand Gen Report to present a webinar about the power of personas. You will also want Sales’ agreement in defining what makes up the profile of the people and the organizations within those segments. Video Production. Digital Development.

Buyer Personas 84

Buyer Personas Account Based Marketing Demand Generation Agencies Work Management 84

Zoominfo

JUNE 15, 2022

Profiling prospective customers is vital to ensuring that a marketing campaign is targeting the right people with the right message. Done well, customer profiling can result in more effective campaigns, greater revenue, and most importantly, happier customers. What Are the Benefits of Customer Profiling?

Ideal Customer Profiles 130

Ideal Customer Profiles Profiling Work Management Marketing Management 130

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 do these new buying cycles look like? 

Buyer Personas 100

Buyer Personas B2B Sales B2B Buying Cycle 100

Marketing Insider Group

MAY 18, 2020

How much do your customers and colleagues trust you? If you haven’t thought about this question, then you should because it matters and impacts if they buy from you. Thought leadership makes a lot of sense in most B2B content marketing scenarios, typically because the buying cycle is longer and may require multiple approvals.

Thought Leadership 356

Thought Leadership B2B Thought Leadership Research Practices 356

SmartBug Media

MARCH 14, 2024

You Validate Product-Market Fit A GTM plan involves crafting the ideal customer profile and identifying a specific need your product meets. However, these goals frequently don’t consider how your go-to-market model will acquire, retain, and grow customer revenue. A few other things factor into this goal.

Marketing Analytics Tools 59

Marketing Analytics Tools Enterprise Management Planning Ideal Customer Profiles 59

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

JANUARY 5, 2011

.  This lead-to-revenue management (L2RM as coined by Forrester) model in many ways heightens the importance of buyer personas in developing end-to-end revenue management strategies and processes.    A cornerstone principle for buyer personas is that they are created from qualitative interviewing of buyers. 

Buyer Personas 100

Buyer Personas Lead Ranking Work Management Buying Cycle 100

PathFactory

MAY 3, 2022

Brent Adamson builds a strong case for the elimination of the traditional go-to-market team model (sales, marketing, customer success, and support) in favor of a UCE, or Unified Commercial Engine. Millennial buyers are influencing the shift to a consumerized approach to B2B experiences. Everyone has pivoted to an ABM/ABX strategy.

Ideal Customer Profiles 59

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

Tony Zambito

MARCH 16, 2010

Announced today was Goal Centric’s official introduction of the Buyer Persona Strategy Playbooks series. Below it is printed for your convenience: Buyer Persona Strategy Playbooks Introduced by Goal Centric.   I have made reference to these playbooks in recent posts as well as our work with Hewlett-Packard.

Buyer Personas 100

Buyer Personas Marketing & Strategy Enterprise Management Buying Cycle 100

Tony Zambito

JANUARY 18, 2011

As many of you know from reading my articles before, I am a big advocate of buyer personas and exactly for the purpose Adam has stated.    Too often B2B demand generation plans are not built around the modern B2B buyer and his/her information consumption needs."   No, really, how can you really do this?!?!?

Buyer Personas 100

Buyer Personas Demand Generation Demand Generation 100

Zoominfo

JULY 25, 2018

Once upon a time, salespeople chose neighborhoods based on their target audience profile and common knowledge of the area. Today, technology provides a wide range of demographic, firmographic, and technographic profiling resources to find audience segments. Use the resources available to develop buyer personas.

Top of Funnel 150

Top of Funnel Planning Buyer Personas Multi-Channel 150

DealSignal

MAY 15, 2022

When used correctly, intent data can provide buying signals across tens of thousands of websites that will help your team prioritize qualified accounts that are active in a buying cycle, positioning you to be the first in line to make your pitch. Can you customize the topics and keywords you track?

Intent Data 52

Intent Data Intent Marketing Automation Services Ideal Customer Profiles 52

Content Marketing Institute

APRIL 10, 2018

The key to powerful buyer persona development comes down to three important factors: grounded in fact, functional, and more than demographic data.”. We posed the stereotype-or-persona question to marketers and got their input on preferred ways to develop useful audience profiles. But we have to start somewhere, right?

Buyer Personas 109

Buyer Personas Ideal Customer Profiles Work Management Marketing Management 109

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

ANNUITAS

MARCH 19, 2013

You don’t know the buyer JACK”! Yes, a lot has been written lately on the use of buyer personas, or how content marketing “starts with the buyer, or the importance of mapping the buyer journey. What does the buyer look like? This question is addressing the idea of personas, or profiles.

Buyer Personas 100

Buyer Personas Buying Cycle Forrester Buyer's Journey 100

Tony Zambito

SEPTEMBER 20, 2010

  This rethinking raises questions as well as the dialogue today on the effectiveness of the traditional functions of sales, marketing, support, and customer service.     Viewing what each function is capable of in isolation and missing the harmonizing around the buyer experience.  Buyer Personas.

Top of Funnel 100

Top of Funnel Buyer Personas Buyer's Journey Digital Marketing Funnels 100

PureB2B

MARCH 24, 2016

But, when too much emphasis is placed on generating and closing sales instead of strategic thinking, conversions can result in short-term wins at the expense of nurturing long-term customer bonds. Instead, you should be using data-driven personas to drive the transition of each step.

Lead Generation 62

Lead Generation Multi-Touch Attribution Sales Qualified Leads Lead Ranking 62

PureB2B

MARCH 24, 2016

But, when too much emphasis is placed on generating and closing sales instead of strategic thinking, conversions can result in short-term wins at the expense of nurturing long-term customer bonds. Instead, you should be using data-driven personas to drive the transition of each step.

Lead Generation 62

Lead Generation Multi-Touch Attribution Sales Qualified Leads Lead Ranking 62

Tony Zambito

SEPTEMBER 22, 2010

  This rethinking raises questions as well as the dialogue today on the effectiveness of the traditional functions of sales, marketing, support, and customer service.     Viewing what each function is capable of in isolation and missing the harmonizing around the buyer experience.  Buyer Personas.

Top of Funnel 100

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

Valasys

OCTOBER 15, 2018

The process sales and marketing departments use to decide the worthiness of a lead or potential customer is called lead scoring and is done by attaching values to each of the leads based on certain implicit and explicit attributes relating to their interest in your products or services. Well, that is where lead scoring can help.

Lead Scoring 75

Lead Scoring Lead Ranking Sales Qualified Leads Leads 75

Buzz Marketing for Technology

JUNE 17, 2015

Most B2B service marketers know the value of tailored landing pages to drive traffic and capture leads for niche B2B buyer personas. It is getting more sophisticated with automated content recommendations based on profile and content consumption – for example Idio can be used by larger businesses for this.

Marketing Automation Services 100

Marketing Automation Services Lead Scoring Lead Ranking Work Management 100

Everything Technology Marketing

MAY 24, 2010

Power Shift Knowledge is power, and the balance of power is clearly shifting from vendors to the customer. B2B buyers are more sophisticated than ever. Now imagine the information customers are finding is yours. Here are the seven steps to B2B marketing success in this new era: 1 - Segmentation & Profiling Sound familiar?

Work Management 100

Work Management Marketing Management Marketing Budget B2B Marketing 100

Adobe Experience Cloud Blog

JULY 7, 2017

What type of client is the “right fit” for your business? But you know that your sales team can call someone who fits your buyer persona perfectly and still end up without a sale. But you know that your sales team can call someone who fits your buyer persona perfectly and still end up without a sale. Why is that?

Lead Ranking 134

Lead Ranking Lead Scoring Intent Data Intent 134

ANNUITAS

OCTOBER 6, 2010

It seems that most of my recent conversations with prospects, customers and others in the B2B marketing industry are centered on lead nurturing. Define Your Buyer Profiles & Buying Cycle. This is done by creating an ideal buyer profile for your company’s product(s) or service(s).

Lead Ranking 100

Lead Ranking De-duping Work Management Lead Qualification 100

Marketing Insider Group

APRIL 24, 2012

Finally, I discuss how can companies get started in content marketing and also how to get past “campaign-brain” and create the mindset that puts customers first. And customers are simply tuning out! By focusing on customer-driven content, small companies can be effective at generating leads, opportunities and real revenue.

Marketing Budget 100

Marketing Budget Paid Search Agency Companies Cost per Acquisition 100

Marketing Insider Group

MAY 11, 2020

Quick Takeaways: Content marketing is an opportunity to reach and convert new customers. Content marketing focuses an organization on telling brand stories that resonate with customers. It is customer-focused, answering important customer questions and meeting their needs and challenges. What Is Content Marketing Really?

Paid Content 168

Paid Content Paid Search Agency Content Marketing B2B Thought Leadership 168

Tony Zambito

JANUARY 2, 2011

.  Here are four steps B2B organizations can take to initiate a framework for reinventing the buyer experience: Gain external buyer insight through qualitative interviews. Create informing buyer personas that teams can respond to. Map the buyer’s journey and the buying process.  

Buyer Personas 100

Buyer Personas B2B Buyer's Journey B2B Sales 100

BOP Design

JANUARY 29, 2018

For this reason, the buyer persona for a B2B marketing campaign needs to include various profiles. Often, multiple decision makers/buy-in is required to move forward. Due to this longer sales cycle and influencing factors, it’s crucial that the B2B marketing strategy identify and address all stages of the buying cycle.

Work Management 49

Work Management Marketing Management Marketing Agencies 2 B2B Marketing 49

Paul Gillin

JANUARY 26, 2016

Contact influencers in your market – or even your own customers or subject matter experts – and ask them for short paragraphs on a topic, then combine that content into an e-book. They’re adopting buyer personas, content targeting and matching content to stages of the buying cycle.

Peer-to-peer 50

Peer-to-peer B2B Marketing Trends Sales Qualified Leads 50

Exo B2B

SEPTEMBER 27, 2017

This trend is quite logical and profitable when personas are developed with method and rigor. Personas are a result of refinement of “profiles” developed in B2B, using certain marketing research methods, which are still used in the development of personas to this day. At your ex-customers?

B2B 40

B2B Ideal Customer Profiles Buyer Personas Gartner 40

Valasys

JANUARY 23, 2020

The conventional funnel structure of a B2B buyer has transcended to a loop-like structure, wherein, the customers prefer to do multiple pieces of research before they make a final buying decision. The potential client discovered as a result of lead generation is called a “ lead ”. What is Lead generation ?

B2B Sales 52

B2B Sales Marketing Budget Sales Qualified Leads Lead Ranking 52

KoMarketing Associates

MARCH 21, 2013

Think about what that means in B2B buying cycles, where multiple individuals are impacting the decision making process. Marketing Communication / PR: Associate social media shares to specific profiles of influence and make sure to pass this information to and from marketing communication groups.

B2B Marketing 120

B2B Marketing SEO Marketing Automation Services Ad brokers 120

Biznology

JANUARY 23, 2013

Plus, the Internet has made possible the introduction of some excellent new opportunities for identifying prospects at various stages of the buying cycle. According to Bob Marsh, CEO, the power of Leadspace for LevelEleven is its close targeting based on the LevelEleven customer profile.

Acquisitions 80

Acquisitions B2B Marketing Salesforce.com Work Management 80