How B2B CMOs Can Achieve Customer-Centric Marketing With Buyer Personas

Tony Zambito

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.

Future of Buyer Personas is Social - Part 3

Tony Zambito

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.  As I alluded to in part 1 , somehow buyer personas went wayward in being correctly defined. 


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Prevent Demand Generation Failure with Buyer Personas

Tony Zambito

In the article, Adam lays out three reasons why failure exists: Your plan is not built around your target buyer. What resonates throughout these three reasons is the need to build demand generation strategy around the B2B buyer.    Acquiring a deep understand of your target buyer and their buying process.  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. 

Reinvent B2B Sales With Buyer Personas

Tony Zambito

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.

9 Questions for B2B Buyer Persona Success

Heinz Marketing

So you have an understanding of your buying committee and how to market to them , now it’s time to build out your buyer personas. The Nine Questions for a B2B Buyer Persona. This will also inform your market research and the buyer’s journey.

The Importance of Buyer Personas to Lead-to-Revenue Management

Tony Zambito

A tough assignment for B2B marketers today is getting a handle on how buyers progress through the buying and selling cycles.    As Sirius Decision and CSO Insights have reported on often, buyers are progressing through 70-80% of the buying and sales cycle before engaging directly with sales.    Understanding what buyers are doing in the lead generation to sales cycle gap is proving to be a competitive difference maker.

Buyer Persona 2.0 – Part 7 – Buyer Personas Segmentation

Tony Zambito

Over the past few years, our firm Goal Centric has engaged with high profile organizations that place a high value on performing market segmentation.   Where buyer personas fit in the scheme of segmentation has been a source of confusion since the early days of design personas.   There has been misconceptions about how buyer personas are either in opposition to or not useful to segmentation.     Buyer Personas Segmentation.

How B2B Buyer Personas Influence Online Marketing Campaigns

KoMarketing Associates

The most significant challenge B2B marketers face is in effectively communicating with target audiences and prospective buyers. Goals become more complicated to achieve as evolving marketing technology continues to promise an opportunity to target more specifically and create unique customer experiences buyers demand. What Are B2B Buyer Personas? The Seven Phases of the Buyer Experience Journey.

Buyer Persona Strategy Playbooks Introduced By Goal Centric

Tony Zambito

Announced today was Goal Centric’s official introduction of the Buyer Persona Strategy Playbooks series.   In collaborating with Kevin Hooper, VP of EMG at HP, we’ve been able to work with an innovator and pioneer in the use of buyer persona strategy development that provides insights for the creation of sales and buyer enablement strategies. Below it is printed for your convenience: Buyer Persona Strategy Playbooks Introduced by Goal Centric.

The 4 B’s of Buyer Experience Innovation (2nd Rendition)

Tony Zambito

   Perplexing executives as well is the rapid infusion of digital and social media that buyers are engaging with at an increasing rate yet with no clear discerning picture of what the future holds.    Viewing what each function is capable of in isolation and missing the harmonizing around the buyer experience.    Such a composition can be written and designed when executives can harmonize around the 4 B’s of Buyer Experience Innovation. 

Four Steps to Reinventing the B2B Buyer Experience

Tony Zambito

One of the clearest mandates being heard from B2B buyers today is the desire for buying experiences that offer more than just a product or service sale.    This puts enormous pressure on B2B organizations to not only understand what buyers wish to buy, how they want to buy, and why they buy – but also how to provide an enriching buying experience that creates loyalty. Create informing buyer personas that teams can respond to.

9 Questions SEO’s Should Ask In B2B Buyer Persona Development

KoMarketing Associates

As marketing technology and information access continues to evolve, B2B buying behavior changes as well. For example, recent research suggests that marketers may want to shift to shorter pieces of content to reel in B2B buyers. DemandGen’s “ 2017 Content Preferences Survey Report ” discovered that 46 percent of B2B buyers have moved towards shorter formats of content in the past year. The Seven Phases of the Buyer Experience Journey. What Are Buyer Personas?

The 4 B’s of Buyer Experience Innovation

Tony Zambito

   Perplexing executives as well is the rapid infusion of digital and social media that buyers are engaging with at an increasing rate yet with no clear discerning picture of what the future holds.    Viewing what each function is capable of in isolation and missing the harmonizing around the buyer experience.    Such a composition can be written and designed when executives can harmonize around the 4 B’s of Buyer Experience Innovation. 

Your Top Ten Questions About B2B Buyer Personas

The Mx Group

Buyer Strategy. 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. We’ve developed personas, but they aren’t getting used. How often should we refresh and update personas? Careers. News & Events. Why Mx.

Identifying Buyer Profiles: 5 Ways To Segment Your Marketing Audience


Modern marketing practices demand not only that you understand the nuances of who your buyers are and what they want to accomplish, but also that you have insight into which overt and covert pains are driving their actions, how they approach learning and solving those problems, when they reach a buying decision, and why they buy. Segment by Persona. ?The Whatever the persona, you should understand which part of your business they care about.

Mapping Buyer Personas: How to Consider Your Audience in Multiple Dimensions


The idea of creating and using buyer personas is not new – it’s become part of B2B marketing 101. Without personas, you’re really just guessing at what your audience cares about, and end up in situations where you’re an example of a bad #marketingfail. Seeing Beyond the Persona. The problem is that personas as they exist today are static. They are profiles that we create, albeit with significant research and justification, but they aren’t dynamic.

How to Market and Sell to the B2B Buying Committee

Heinz Marketing

Last month, I talked about how to create an ideal customer profile. Today, I want to continue the conversation and talk about how to map the B2B buying committee. What is the B2B buying committee? The B2B buying committee is a group of people involved in a purchase decision.

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Persona Research: Support Buyer-Focused Content with New Insights


Few items in the B2B marketer’s tool kits are as helpful as accurate buyer personas and messaging maps. What’s changed for your buyers in this year of dramatic disruption? It may be worth your while to conduct new persona research to understand what they need from you now.

Creating Relevant B2B Marketing Content: Walk the Talk

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Creating Relevant B2B Marketing Content: Walk the Talk by Achinta Mitra on June 19, 2010 in B2B Marketing Collateral , Content Marketing , Industrial Marketing Strategies , Integrated Industrial Marketing There is plenty of advice out there about engaging B2B and industrial buyers with relevant marketing content at every stage of the buying cycle.

You Don’t Know the Buyer, JACK!


If Si Robertson , one of the the “Duck Commanders” on A&E’s hit show “Duck Dynasty” , were to assess today’s B2B Marketer on how well they know their buyer, I can imagine he’s sum it up by saying, “Hey! 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?

A 6-Point Email Marketing Checklist for B2B Lead Generation


If we can remember this about our buyers, we would be more successful as B2B marketers. So (a) recognize that your buyers will tune you out because they just have too much noise to deal with, and (b) make sure that you don’t just add to their frustration by putting a ‘strong’ call to action in their face—tell them why they should take action; what’s the benefit. It helps to focus on specific business needs of your buyers and offer them precise solutions to fulfil those needs.

How PGi Achieves Marketing-Sales Alignment, Consistently Grows Pipeline and Takes the Guesswork out of ABM with 6sense


But with literally thousands of companies in our CRM fitting what we thought was our “sweet spot” from a profile standpoint, we realized that to be successful, we’d need data to build the target account list for us. Having data that clearly spells out which accounts have the greatest potential to buy makes everyone feel good about the energy and resources invested to engage those accounts. Finding in-market buyers to pass to sales.

9 Search Marketing Tips for Effective B2B Lead Generation


“Average B2B Buyer’s Attention Span Is 8 Seconds” – REALLY? In a heated discussion at one of my client’s offices recently, the company’s senior executives were hung up on a study that said “the average B2B buyer’s attention span is only 8 seconds”. Statistics from the Consumer Executive Board show that buyers are typically 2/3 of their way into the buying cycle before they even engage with a company they would potentially buy from.

Product Launch Best Practices: Finding Your Invisible Customers

Launch Marketing

According to recent Gartner research , when B2B buyers are considering a purchase, only 17% of that time is spent meeting potential suppliers. In fact, almost half (45%) of buyers’ pre-purchase period is spent researching independently. Establishing target profiles prior to launch is essential for identifying your invisible customers’ buying behavior and pain points, as well as executing a more personalized, informed launch overall.

4 Critical Door-to-Door Sales Lessons for Marketers


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. Then, create your strategy around the details and behaviors outlined within your buyer persona profiles.

5 Proven Tactics to Generate Better Quality Leads


It’s estimated that 70% of buyers completely describe their demands before engaging with a vendor, and 44% identify specific solutions before reaching out. For example, you may use Buyer Intent Data to discover what topics leads are researching.

Thought Leadership Best Practices: Research On How To Show Your Expertise

Marketing Insider Group

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.

Buying Triggers and Why They Matter


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. Just as in our consumer lives, B2B buyers are either in a passive or active buying cycle. It’s about the buyer-.

Are Personas Just a Nicer Word for Stereotypes?

Content Marketing Institute

Are those stereotypes or personas? presidential election, and NASCAR dads, which became a target audience in the 2004 elections, are closer to personas, though too thinly described. 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. We posed the stereotype-or-persona question to marketers and got their input on preferred ways to develop useful audience profiles.

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Reach Key Decision Makers and Improve Your Webinar ROI


This however results in dissatisfaction from sales: I’ve heard many complaints from sales reps and marketers about this, including: “The webinar attendees aren’t ready to buy yet.” If you understand your company’s buyer personas, most attendees can easily be divided between decision makers and influencers based on known job title and company size criteria.

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Content Strategy: 5 Key Items to Consider

Heinz Marketing

Within the Predictable Pipeline framework, we think about Messaging and Content in the Buyer’s Journey with respect to w hat Key Target Personas need, w hat they are challenged by, a nd how they make decisions. How is your target account’s selling/buying cycle’s structured?

Use These 5 Steps To Plan for Better Lead Nurturing


Modern Marketers know that not every prospect is ready to buy now. It turns out that 80% of unqualified prospects today will go on to buy from someone within the next 24 months. Understand Your Buyer Prospects go through stages. Interview your customers—as well as those that did not buy from you—to define your ideal customer profile and develop buyer personas.

How to Implement an Account-Based Marketing Program in Your Firm


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. Formalizing the process by implementing an official ABM program helps you to make it part of the corporate culture, obtain executive buy-in (and the budget that goes with it) and set performance parameters for its success.

Content Strategy Ain’t Just For Large Companies

Marketing Insider Group

Yes, content marketing is just another term for marketing because effective marketing should already seek to deliver on the needs of individual buyers at different stages of the buying cycle with helpful information and educational content. Content strategy is defined as the content our audience is looking for, in all the places they are searching for it, for all the stages of the buying journey and for each buyer persona.

How to Unlock the Lead Generation Power of Your B2B Website

The Forward Observer

Those things include zeroing in on your buyer personas , creating content that is mapped to their buying process and using social media to share your content and attract more traffic. download” or “register”), stand out, mirror the buying cycle and match the headline of the landing page to which the visitor is taken. Artillery B2B Marketing Blog > The Forward Observer Not generating enough leads on your website?

Score your leads in 5 simple steps


The value of each lead is generally characterized by the amount of interest shown by that lead in the company or the stage they are at in the buying cycle. Gather Information – With the help of your sales team gather data that indicates the interest and sales-readiness of your buyers’. Determine the ideal target – Using relevant information, create your target buyer profile.

Content Mapping 101: The Template You Need to Personalize Your Marketing


To help you brainstorm and map out content ideas for targeting specific segments of your audience, we''ve created a new free template resource: Content Mapping Template: Using Buyer Personas & Lifecycle Stages to Create Targeted Content. Buyer Personas. Buyer personas are fictional, generalized representations of your ideal customers. Depending on your business, you could have as few as one or two personas, or dozens.