Perfecting Buyer Personas: 5 Tips to Stay On Target

Content4Demand

Buyer personas are critical tools that allow us to create B2B marketing content that speaks directly to the wants and needs of the right people at the right time. Which of these personas do you want to target? Are your buyer personas documented for your content creators?

What are Psychographics? How to Use Psychographics to Create Content that Drives Results

DivvyHQ

Demographics are useful for targeting certain types of buyers, but psychographics is the missing key to creating hyper-personalized content. If you want to improve conversions, check out this guide to learn how to leverage psychographics as part of your content strategy.

Insiders

Sign Up for our Newsletter

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

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.

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 to Create Engaging Videos Using Buyer Personas and States of Being

Cintell

And this is why buyer personas are so important. They provide a clear picture of who your ideal customers are, what challenges and pain points they experience along the buyer’s journey, and exactly what they need to be able to take the next step towards your solution.

What are Psychographics? How to Use Psychographics to Create Content that Drives Results

DivvyHQ

Demographics are useful for targeting certain types of buyers, but psychographics is the missing key to creating hyper-personalized content. If you want to improve conversions, check out this guide to learn how to leverage psychographics as part of your content strategy.

The Future of Buyer Personas is Social - Part 1

Tony Zambito

About a dozen years ago, I became involved with personas through fate by meeting Alan Cooper , at the time he just finished his landmark book The Inmates Are Running The Asylum , and becoming enamored with personas as a process to build more user friendly products.    Along with Alan Cooper, these folks are the real forerunners of personas back in the late ‘90’s.    I wound up on a path afterward searching for a way to make buyer personas a reality. 

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.    They have helped companies to gain insights into market opportunities, find out why challenges exists, depict buying processes, and how to map critical sales and marketing strategies to the goals of buyers

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.

The 10 Rules for Creating a Buyer Persona: Rule 2

Tony Zambito

  They have served their purpose in looking at demographics, psychographics, customer purchasing data, geographic concentrations, and other characteristics.     Hence the next rule ( see the first rule ): Rule 2: Don’t Confuse a Buyer Persona with a Customer Profile. This is a very common misunderstanding about a buyer persona.   Image by Trinity via Flickr.

How to flesh out your B2B buyer personas

Integrated B2B

Buyer personas have been used for years to help marketers hone in on what causes purchasers to make positive buying decisions. They are basically character sketches that lay out your target prospect’s background, demographics, objections, challenges, hobbies, and interests. B2C buyer personas are relatively straightforward. B2B buyer personas are a tad more difficult. A fleshed-out buyer persona will never rely on one person’s point of view.

How to flesh out your B2B buyer personas

Integrated B2B

Buyer personas have been used for years to help marketers hone in on what causes purchasers to make positive buying decisions. They are basically character sketches that lay out your target prospect’s background, demographics, objections, challenges, hobbies, and interests. B2C buyer personas are relatively straightforward. B2B buyer personas are a tad more difficult. A fleshed-out buyer persona will never rely on one person’s point of view.

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.

8 Rookie Mistakes You Might Be Making With Buyer Personas

Hubspot

Creating buyer personas is an essential part of building a successful inbound marketing strategy. Buyer personas help you better understand your current and potential customers, what their pain points are, what information they need, and how you can position your offering to meet their needs. Without documented buyer personas, essential inbound marketing tasks such as creating engaging content can be challenging. 1) Too many personas.

Why B2B Marketing Buyer Personas Rule

B2B Marketing Traction

When I created B2B marketing buyer personas (“personae” for those of you who studied Latin) for one of my clients last year, it became crystal clear why they beat working from demographic and even psychographic profiles hands-down. Years ago it was considered a standard marketing practice to create marketing programs with demographics in mind. We starting profiling not only on demographics but also on psychographics. Tweet.

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.

It?s Not About the Tea: How to Make Buyer Personas That Really Satisfy

Content Marketing Institute

“These buyer personas will help you craft killer content for our client’s audience,” they told me. You see, “Marketing Agency X” (unnamed for reasons which will soon become clear) would send us four-page buyer persona descriptions. Not only is this type of buyer persona development a massive waste of time, it can even have an adverse effect. those buyers who aren’t divorced, don’t drive to work, and don’t drink Earl Grey tea).

What Are Psychographics? [FAQs]

Hubspot

Their gender, geographic location, marital status -- it’s all part of developing buyer personas. These data points make up the demographics of your personas, help inform your marketing strategy, and paint a picture of who your buyers are. But there’s another component needed to really understand your buyer. Think about the information you already know about your buyers. How to Find Psychographic Data.

8 B2B Buyer Persona Tips: A Cheat Sheet For Persona Development

Strategic-IC

What are buyer persona profiles? How should you define the personas for your inbound campaign? We list eight cheat sheet considerations for persona development. Buyer personas are profiles of your organisation's ideal customer, which will likely include demographics, firmographics (details about their organisation), and psychographic characteristics. What does a "day in the life" look like for my buyer persona?

Conduct One-on-One Interviews to Build Effective B2B Buyer Personas

Circle Studio

It’s no secret that buyer personas can help B2B marketers put a face to their customer base by enabling them to create more relevant and valuable content for their audience. There are many secondary research sources available to help define the demographics and psychographics of buyer personas. By following a few simple guidelines, you can reap the benefits of these conversations for your buyer personas (and organization). Who is a “buyer?”.

Building Character: How to Design Buyer Personas That Align With the Customer Journey

Content Standard

Alternatively, those who develop CX plans grounded in survey, demographic, and behavioral data will have much better outcomes with consumers. The Customer as Protagonist: Designing Robust Buyer Personas for CX Marketing Strategy. Mapping helps you to expertly navigate that road and understand which moment is right to begin a conversation with a brand persona in mind. Working with software that guides you through developing buyer personas can make the process easier.

Four Challenges Market Research Faces Today

Tony Zambito

Mostly, it is a field that is trying to remain relevant amidst the sea of changes taking place in marketing and sales today in the new digital and buyer experience economy. Gathering some good demographic information as well as finding voluminous reports on what is being purchased. What is missing in many of the strategic meetings for senior executives is insight into understanding consumer or buyer behaviors and attitudes. Image via Wikipedia.

How to Use Psychographics in Your Marketing: A Beginner's Guide

Hubspot

What could really be at work here is that you''re probably ignoring psychographics. To give you a clear definition of what psychographics are and some ways you can use psychographics to support your marketing efforts -- with a specific example, to get you familiarized -- continue below. What are psychographics? The best way to define psychographics is this: Demographics explain who your buyer is, while psychographics explain why they buy.

How Well Do you Know Your Buyer's Story?

Tony Zambito

Understanding buyers today takes more than just figuring out who they are.    In the pursuit to get at who buyers truly are, we’ve explored the many areas of profiling, demographics, psychographics, and other numerous means to literally data mine our way into understanding the buyer.    While these means are helpful, what is lacking is the ability to understand the buyer’s story. Buyer Experience.

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).

How to Automate Your Black Friday Marketing

Sharpspring

In addition, use tracking to determine psychographics, demographics and other categories, such as inactive customers, to segment your email lists. Use automation to: create customer personas. Each year, online figures for Black Friday indicate continued substantial growth. In 2018, online sales reached new levels , and with more Internet users coming online in 2019, this year’s figures will likely be even higher. Purchases from mobile devices are bringing in billions, too.

How to create marketing that sings—with the most effective marketing personas

Litmus

The answer may very well be: Personas. What is a persona? A persona—sometimes called a user or buyer persona—is a representation of your key audience. Psychographic information or the motivations and behaviors that likely inform their actions and decisions.

How to Create a Paid Social Strategy That Converts

SmartBug Media

Your buyers are scrolling through social, and if you’re not meeting them there, you’re missing a huge opportunity. HubSpot defines buyer personas as, “semi-fictional representations of your ideal customers based on data and research.” Here come the buyer personas again!

How B2B Marketers Can Get Better Targeting and Deeper Insights

Oracle

By studying and applying buyer personas and qualification to marketing processes marketers can learn more about customers’ preferences. Personas can be leveraged across several departments such as sales, marketing, advertising, and customer service. But the task of actually creating the ideal buyer personas for your business can be a daunting one.

Target 132

Audience Segmentation Essentials for B2B Marketing Strategy

TrueInfluence

Audience segmentation refers to differentiating and categorizing audience groups into various sections based on their online behavior, demographics and demands. Tailored messaging makes buyers more receptive to what you have to say. Look at buyer behavior associated with the ICP.

How to Build a Successful Video Marketing Strategy and Plan

Launch Marketing

Use buyer personas to gain more insight and understanding into what types of videos your audience would want to consume. The more that your audience trusts you, the more their content consumption and likelihood of becoming a buyer increases as well.

Plan 101

How Startups Should Plan Their First Major Content Marketing Program

Marketing Insider Group

Then you can map your buyer’s journey, choose relevant content formats and channels, and create content your target market craves. Buyer personas are ideal customer profiles. Create (at least) a primary and secondary buyer persona to target. Psychographics.

How to Create an Ideal Customer Profile

Heinz Marketing

An ideal customer profile (ICP) is a description of the company—not the individual buyer or end user—that is a perfect fit for your solution.” You can think of your ICP as a framework that highlights the specific, relevant characteristics of your ideal buyers. Employee Demographics.

How to Create an Audience Profile, And Why You Should [+Examples]

Hubspot

When creating an audience profile, you'll need to include the following: Demographic information : This includes personal attributes like geography, age, education, occupation, and income. It's important to note — an audience profile is different than a target market, or buyer persona.

5 Proven Tactics to Generate Better Quality Leads

SalesIntel

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.

3 Questions to Answer When Creating Personas for B2B Marketing Campaigns

Launch Marketing

Multiple characteristics can be used to fuel persona creation. Consider these questions when defining the B2B buyer personas for your marketing campaigns. Sample categories of firmographics used to create personas in B2B marketing include industry, company size and location.

6 Remarkable Benefits of Strategic Content Mapping

Valasys

Along with optimizing your pieces of content, you can also optimize your content for the specific set of keywords that the prospective buyers might be interested in. Helps in Creating a Buyer Persona. Integrates Your Content Strategy with the Buyer Persona.