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. What Are B2B Buyer Personas? The Seven Phases of the Buyer Experience Journey. SEO and PPC Keyword Research.

The State of Buyer Personas 2012

Tony Zambito

This June marks ten years since the first buyer persona development methodology was pioneered and launched by the firm Goal Centric now called Buyerology. The adoption of research-based modeling of buyers that leads to buyer personas has been mixed.

Prevent Demand Generation Failure with Buyer Personas

Tony Zambito

Recently, Adam Needles, Left Brain Marketing’s VP of Demand Generation Strategy, posted a thought provoking article entitled Why Do (Well-intentioned) B2B Demand Generation Efforts Fail? You don’t frame your demand generation plans in terms of the “reverse funnel math”.

The Content-Ready Buyer Persona

Marketing Insider Group

Recently, Cintell was a proud sponsor of a Marketo webinar with Ardath Albee on the topic of content marketing and buyer personas. What’s more, 75% of buyers believe vendors give them too much material to sort through, 62% of which is considered useless (Forrester).

5 Reasons Why Your Buyer Persona’s Aren’t Good Enough

B2B Lead Generation

Bad buyer personas. Think about it, your buyer personas are the building blocks of your marketing campaigns. That’s why I’m sharing five easy ways to improve your buyer personas. What is a buyer persona? In the most basic sense of the phrase, a buyer persona is a profile of your ideal customer. These profiles are made up of existing customer data, anecdotal observations, industry research and much, much more.

B2B DMU Buyer Persona Cheat Sheet

Inbox Insight

A step-by-step guide to turning knowledge about your target DMU into actionable buyer personas. Today we look at how to draw on all this knowledge to build accurate buyer personas that inform your content strategy and help you construct a customer-centric view.

Why Buyer Personas Are Not a Waste of Time

ANNUITAS

A recent article on MediaPost raised the question “Are Buyer Personas a Waste of Time?” Based on this and the belief from 48Bricks that you simply cannot understand your customers, the assertion is that putting effort into the development of Buyer Personas is a waste of time.

Modern Demand Generation, Demystified 

Televerde

This is often the case for many marketers when it comes to demand generation. However, before you freak out and start questioning everything you thought you knew about demand generation, take a deep breath! So, what is demand generation? Ideal buyer personas.

Dear Marketers, Buyer Personas Still Need A Makeover

ANNUITAS

There are a lot of misguided, well-meaning marketers working on beautifully crafted, useless personas. Now, I’m not joining the persona naysayers (you know who you are). There are a lot of reasons why personas are valuable: Personas build understanding.

Dear Marketers, Buyer Personas Still Need A Makeover

ANNUITAS

There are a lot of misguided, well-meaning marketers working on beautifully crafted, useless personas. Now, I’m not joining the persona naysayers (you know who you are). There are a lot of reasons why personas are valuable: Personas build understanding.

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.  Image via Wikipedia.

Buyer Personas Require Qualitative Research and Contextual Inquiry

Tony Zambito

Buyer Persona Development and the qualitative research methodology applied to creating buyer personas have proven to be an effective means for B2B organizations to reach a deeper understanding of their buyers.  Image by XXC via Flickr.

Using Context for Social Buyer Persona Strategy

Tony Zambito

Without context in strategy planning for the new social buyer persona, we are left with a factual approach to identifying target social buyers.    We will attain indications on what social buyers are doing.  Image via Wikipedia.

Informing Content Strategy with Buyer Persona Development

Tony Zambito

  To inform a content strategy, it strikes me that there are five key areas to evaluate: Buyer understanding :  gaining an understanding of how buyers intend to consume, utilize, and act upon content are the bedrock of a content strategy.  Image by Krista76 via Flickr.

Importance of Context to Understanding the New Social Buyer Persona

Tony Zambito

One of the major outcomes of the recent advances in the social age is the resurgence of contextually-based persona development and its’ role in helping to inform as well as shape strategy.    Buyers are self-directing and taking non-linear journeys based on situations and goals.

The Future of Buyer Personas is Social - Part 2

Tony Zambito

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.  The Connected Buyer. Image by daniel_iversen via Flickr.

Demand Generation Showdown; Common Misconceptions & Marketing Pitfalls

Inbox Insight

What is demand generation? Demand generation is an effective B2B marketing strategy. Demand generation helps your company: reach new markets. But as many B2B marketer will testify, demand generation doesn’t come without its challenges.

Enterprise Demand Generation: How Are You Doing?

ANNUITAS

There are a few B2B surveys and benchmarking studies that I refer to again and again … DemandGen Report’s Buyer Behavior Survey and Content Preferences Survey and the Content Marketing Institute’s Content Marketing Benchmarks, Budgets and Trends to name a few.

Engage the Social Buyer Persona

Tony Zambito

  As in we are engaging the buyer in the buying process for example.    The representation is still that the seller is in control and is engaging the buyer.    The buyer being the object of engaging.  Image by Maria Reyes-McDavis via Flickr.

Boost Demand Generation Using Target Ready Buyer Models

Tony Zambito

Recently, I published two articles related to 5 ways buyer behaviors are affecting B2B sales , and 5 ways they are affecting B2B marketing. The complicated answer is to say that the mindset towards demand generation needs to change. ©All rights reserved by Kenny Madden.

B2B Marketing Rock Stars: Data Is Driving Modern Buyer Personas

Crimson Marketing

Traditionally, B2B marketers have created buyer personas from customer hunches, not factual customer data. “As a result, a vast majority (83%) of B2B marketers say that their buyer personas are only ‘somewhat’ effective, according to a study from the ITSMA.

Buyerology Trend: Think Demand Fulfillment vs. Demand Generation

Tony Zambito

This is the third article looking at buyer trends that will influence marketing and sales in the near and foreseeable future.    This article looks at how buyers are seeking fulfillment in their efforts to achieve goals and what this means to the future of demand generation

How Ready is Your Organization for the New Social Buyer Persona?

Tony Zambito

  The new social buyer is an outcome of this evolution and it has forever changed the dynamics of the seller and buyer relationship.   Have they provided the right level of training to marketing and sales on how to adapt to the social buyer persona

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.    Understanding what buyers are doing in the lead generation to sales cycle gap is proving to be a competitive difference maker.

Future of Buyer Personas is Social - Part 5 (6 Essentials To Embedding Into Your Organization)

Tony Zambito

This is the fifth and final part of a series of reflective articles on the future of buyer personas in the social age.    In this final reflection, I offer 6 essentials to embedding buyer personas into your organization.  

Bring more innovation to your demand generation now

B2B Lead Blog

Do routinely look for ways to drive innovation with your demand generation approach? According to research by Circle Research, marketers are split. Generating revenue and building a great relationship with sales You haven’t given anybody anything of value.

The Importance Of Goal-Directed Behaviors To Buyer Personas

Marketing Insider Group

One of the largest influences on the conceptual development of personas has been the body of work and research on goals. A major theme in the social sciences, prior to and since the introduction of personas, is attempting to understand how individuals and groups make choices. When Alan Cooper first introduced the concept of personas as an archetypal representation of users, it was in the context of goal-directed design. Demand Generation

What Type of CMO Do You Have?

ANNUITAS

Frustrations with Demand Generation. As we were going through a refresh of our targeted personas, we noticed an increase in engagement with leadership roles that have revenue responsibility (sales leaders, business unit leaders, and even CEOs). There is an older (and often-cited) study from the Fournaise Marketing Group which we discovered still held up very strongly based on our persona research. You Can’t “Hack” Demand Generation.

CMO 161

The State of Demand Generation

The Effective Marketer

There are over 20 presentations available, ranging from Social CRM and Lead Generation, to Case Studies and Sales Enablement. A must-watch presentation, though, is the keynote address “ The State of Demand Creation “, by Tony Jaros , SVP Research for SiriusDecisions.

New research: Empathy and solving buying problems

B2B Lead Generation

You can read part one here: New research: Boost organic growth from current customers. Brent: The idea that empathy is the core principle of the entire book The Challenger Customer , I admit, is more of a personal opinion based on all of our research.

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

KoMarketing Associates

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. B2B buyer personas become critical in connecting the dots of this process. What Are Buyer Personas?

Demand Generation Marketing: A Catalyst for Professional Services High Growth

Hinge Marketing

Yet, working for the research-based branding and marketing firm for professional services, I can tell you that we and our clients are seeing a decline in referral usage. Our research validates the trend. I would recommend demand generation programs and activities.

Bootstrap Buyer Persona Building in 4 Steps

Marketing Action

Buyer, Buyer, Buyer.” You can’t take to two steps in any direction in the marketing thought leadership landscape without hearing how important and central the buyer is, and how important it is to develop a “buyer centric” approach to demand generation.

Demand Generation; How to Reach & Pick Up the ‘Right’ Traffic

Inbox Insight

Designing and executing demand generation activities that reach and drive the right traffic can improve sales and increase revenue through: Driving better performance from your digital media programs. How you make the most of it is entirely down to your research and planning.

7 Tips for Using Buyer Personas in Lead Nurturing

Marketing Action

This extremely specific description of your model customer is a buyer persona. Buyer personas help you target prospects with surgical precision and nurture them with custom content they care about. Personas first, content second. Put the person back into persona.