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Why A Buyer Persona Sales System Is Needed In A New Era Of B2B

Tony Zambito

Sales Leaders Will Need To Implement A Buyer Persona Driven Sales System To Adapt To New Buyer Behaviors And Preferences. An era that will redefine the seller-buyer relationship in ways we only have a hint of today. Aligning With A New Era Of Buyer Interactions.

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.


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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.    This may be especially true in B2B organizations where inbound competencies haven’t been developed and measurements for productivity are based on outbound calls, appointments, and deals.  Image via Wikipedia.

The Ultimate Guide to Creating B2B Buyer Personas


Every organization should have a B2B buyer persona to understand their leads and audience better and ultimately strive to stand out from their competitors. But what are buyer personas? This is your ultimate guide on B2B buyer personas.

Buyer Personas Require Regular Refreshing

Tony Zambito

During a series of articles entitled The Future of Buyer Personas is Social , I referenced several times that the social age will cause a rethinking of buyer persona research and development.      One new important principle is the need to change from a static perspective of buyer personas to an ongoing refreshment of buyer personas.  I recently wrote an article describing a new Social Buyer Ecosystem. 

Roger That: Developing Meaningful Buyer Persona Relationships

Tony Zambito

  Roger Martin, Dean of the Rotman School of Management at the University of Toronto authored such an article in the Harvard Business Review entitled The Secret to Meaningful Customer Relationships.   For quite some time, in fact the last ten years, I have made the point about buyer personas being based on qualitative insights that lead to a deeper understanding of customers and buyers. Image by Emmanuele Contini 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.  These strategy areas include content strategy, social marketing, marketing automation, social selling, demand generation, and buyer experience marketing.  Buyer Journeys : we’ve seen a major shift here in what I have referred to as self-directed buyer journeys. 

Creating Scenarios About Your Social Buyer Persona

Tony Zambito

  What is new is that story telling is beginning to gain acceptance as a planning tool for strategies focused on buyer experience interactions and understanding the social buyer persona.    As we enter the social age, scenarios that tell stories can help shape strategies as well as guide organizational understanding of how to interact with the social buyer persona.    Engage the Social Buyer Persona (

Reboot Buyer Insights To Drive B2B Growth

Tony Zambito

The scale of disruption will mean the B2B buyer and seller dynamic will continue to be rocked. It is safe to say that no industry or B2B markets will go without some form of disruption affecting buyers and buying behaviors. The realization is setting in for senior executives that the time to develop their buyer insights assets and competencies is becoming mission-critical. You Have An Internal View Of The Buyer’s Journey. Illustration by Gregory Cresnar.

Use Buyer Personas to Segment by Buying Behavior

Tony Zambito

  This may have been just fine – that is – until buyers have become fairly self-directed in the buying process as well as enabled by the Internet and social technologies.    The target buyer title identified and department most likely shifting in a timeframe of six months or less in some cases.    Here is where buyer persona development can be of help.  The Soul of the Buyer (

How to Create Detailed Buyer Personas for Your Business [Free Persona Template]


Do you know who your business's buyer personas are? Buyer personas are semi-fictional representations of your ideal customers based on data and research. Okay, so personas are really important to my business. What is the typical background of your ideal buyer?

How to Effectively Develop B2B Buyer Personas

Launch Marketing

Virtually all B2B marketers agree that it’s essential to develop buyer personas and apply them in all aspects of their marketing efforts. But despite this recognition, there is a great deal of variance and inconsistency in how buyer personas are developed and applied. Before we get into the steps for developing personas for your organization, let’s get aligned on some of the basics and explore a few foundational questions surrounding B2B Buyer Personas.

Future of Buyer Personas is Social - Part 4 ( A New Role and Framework)

Tony Zambito

This is the fourth part of a series of reflective articles on the future of buyer personas.    In part 1 through part 3 I focused primarily on misconceptions, what needed to change, and why changes must take place in buyer persona development in the social age.    In part 4, I would like to center on the role needed in organizations for buyer persona development to adapt to social business.

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.      In part 4, I described a new role of Social Buyer Behaviorist and Anthropologist that can reside in a framework of researching buyer behavior through anthropological means. 

Bring Context to Your B2B Content Using Buyer Personas

Circle Studio

Creating buyer personas helps you visually picture your buyers and understand them on a deeper level. Buyer personas defined. While the term “buyer personas” is fairly common vernacular in modern marketing, the definition is sometimes misunderstood.

New Buyer Insights Needed To Unlock Growth In An Era Of B2B Digital Transformation

Tony Zambito

A new era of business will develop in the next 10 years that will fundamentally change how organizations work, conduct business transactions, and establish relationships. Such transformation will also redefine what it means to acquire buyer insights. The paradigm of buyer insights will shift and be reshaped by the forces impacting the global digital economy. This includes an over-reliance on activity-based data intelligence mistaken for true buyer insights.

Are Companies Ignoring Their Best Source For Buyer Insights?

Tony Zambito

An outcome of insularity is organizations can develop an over-reliance on quantitative data in all aspects of a business. The answer lies in whether an organization is consumed by the quantity of data as opposed to a focus on obtaining critical business, as well as, buyer insights. If an organization has become insular about data, the danger they may face is that they may focus disproportionately on the quantity of data versus the quality of business and buyer insights.

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.    Good evidence of this is the recent spate of infographics we’ve seen on social media and buyers.    We’ve seen buyer personas become popularized over the past few years for marketing and sales. 

Buyer persona: step by step to build the perfect persona for your business


It works like a conversation, where you and your audience build a relationship. So, if you want their attention, they should see that you understand and want to help them. This content will cover the following topics: What is a buyer persona? What is a buyer persona?

5 Things You Must Know About Your Buyer Persona To Generate Leads

The Forward Observer

Here''s how to stop guessing about your buyer persona and know. The relationship and conversations have been very one-sided. This 2007 video from Microsoft brilliantly portrays this changing relationship. Useful, helpful and relevant content. Back to being useful, helpful and relevant. Step 2: focus on your buyers. This is why and how buyer personas have become so important in modern B2B marketing.

6 Variables Making Buyer Insights Driven Sales Transformation Critical By 2020

Tony Zambito

B2B organizations reworked their sales organization and invested heavily to be more consultative with buyers. Insight-selling places emphasis on sales reps delivering helpful insights to potential buyers. Insights-driven sales transformation calls for organizations to align sales and operational processes with key insights and understanding about buyers. Meeting New Customer/Buyer Engagement Expectations. Buyers and Customers Are Armed With Data and Analytics.

Buyer Persona 2.0 – Part 5 – Who Buyer Personas Serve

Tony Zambito

B2B organizations represent a multitude of complex relationships.   These relationships all meant to help advance an organization towards profitability and in today’s buyer centric world – sustainability.   Buyer Persona 2.0 , as a discipline, must factor in these complex relationships if it hopes to present an accurate portrayal of buying decisions that take place in a B2B context. Buyer Persona Relationships.

How Understanding The Goals And Intent Of Buyers Can Transform Marketing

Tony Zambito

Understanding the difference between intent-driven and goal-driven behaviors allows for deeper levels of understanding buyers (customers). The relationship between intent and goals is a very important one. Understanding this relationship allows for a deeper analysis of buying behavior and what truly is driving purchase decisions. Primarily, it helps with making sense of the tasks and activities buyers perform. Yes, we used the help of a third-party firm.

Goal-Directed Marketing: How Marketers Can Help Buyers Achieve Their Goals

Tony Zambito

Various studies have shown buyers continue to find as much as 60-to-75% of content to be non-relevant. However, approaches to understanding buyers have only evolved marginally in the same time period. The problem faced by marketers is there continues to be a lack of understanding about why buyers truly make choices and decisions. Marketing and sales still rely on market segmentation and buyer profiling as it has for the last twenty-five plus years.

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.

12 Tools & Resources to Help You Create Better Buyer Personas


At first, creating buyer personas seems simple. One of the biggest challenges you are likely to encounter revolves around actually gathering the information you need to construct your personas. Here’s a list of some of our favourite tools that will help you create better buyer personas, broken down by the different parts of the persona development process. How can you use it to create buyer personas? Buyer Persona Creation.

How to create a buyer persona template for the homebuilder market

Stevens & Tate

That kind of information, while helpful, is still too general. Your home building services are going to appeal to certain types of buyers, which means you’re going to need to pinpoint who those buyers are in order to market your brand effectively.

Create B2B Buyer Personas that Inform Content Marketing Strategy

Marketing Interactions

Successful content marketing requires more than just a commitment to creating content—it requires a developed, planned strategy. One of the key foundational elements to a content marketing strategy is a buyer persona. Yet merely 57% of B2B marketers say they have a deep understanding of the buyer personas included in their strategy. A B2B Buyer Persona is a Functional Tool—Not a Poster with a Few Platitudes. 4 Steps to Developing a Buyer Persona.

How to Build a Buyer Persona: a Recipe for Success [Infographic]


Therefore, it’s critical to develop thorough buyer personas. We created this guide to help you get started. What is a buyer persona? A buyer persona is a fictional person that represents a key segment of your audience. These personas can inform your strategic decisions at every level of business—from marketing to sales to product development—and help drive customer engagement. Why are buyer personas important?

Lead Nurturing: 4 Steps to Do That Help More Customers Buy


The goal of lead nurturing is to help potential customers on their buying journey. ” It’s about helping them progress along the way to get more sales. Salespeople often struggle with developing nurturing content without marketing support.

3 Advanced Tactics for Better Buyer Personas


As marketers, we’re always working to build deeper relationships with our audience. If you’ve started developing buyer personas , you’re well on your way to matching your marketing up with your audience’s specific needs and interests. But the typical behavioral and demographic data you collect when building buyer personas might not be enough. Consider the Whole Buyer’s Journey.

10 Questions to Consider When Creating Your B2B Buyer Persona

B2B Marketing Insights - WE

Your B2B buyer persona is a critical element of supply chain marketing efforts, particularly for inbound marketing. According to Marketing Insider Group, 93% of companies who exceed lead and revenue goals segment their database by buyer persona. That said, a surprising 60-70% of B2B marketers admit that they don’t truly understand their buyers ( source ). Getting started with developing a buyer persona for your supply chain marketing can be difficult.

How to build a strong B2B buyer persona


A critical element of B2B Sales is understanding buyer personas. A buyer persona is unique to each business and is an essential element in understanding how to acquire more customers. Prior to joining the sales team at Leadfeeder, I was an Account Manager with LinkedIn Sales Solutions and a Sales Development Representative (SDR) at Salesforce. This is easier said than done, but the guide below will help you get closer to mastering this necessary sales skill.

Buyerology Trend: Think Value-Based Marketing vs. Needs-Based Marketing

Tony Zambito

This is the seventh article looking at buyer trends that will influence marketing and sales in the near and foreseeable future. Let’s recap the significant buyer trends noted so far in this series: Buyers are overwhelmed with content and desire experiences. Buyer behavior is changing rapidly and requires BIG insights. Buyers are on a quest to be demand fulfilled. Buyers are developing complex networks that collaborate.

What does Audience Development Really Mean to Social Media, Digital Marketing, and Content Marketing?

Tony Zambito

One of the interesting outcomes of the rise of Social Media , Demand Generation , and Content Marketing in 2010 was the increasing use of the term audience development.    I can tell you that audience development is serious business and at the very essence of survival for arts and culture organizations.   If pure audience development is laden with high pitchy selling, it can be a major turn-off.    The same applies to audience development.

The Ascent of the Social Buyer

Tony Zambito

While we've seen the rise of the social consumer in the past two years reshape the concept of social currency, we are witnessing the ascent of the social buyer embracing social commerce.    The B2B buyer continues to ascend and advance in the use of social technologies, networks, and commerce that are radically changing the notion of business as usual.  The B2B buyer, for decades, has engaged in primarily offline buying activities. 

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. A customer journey map is a visual representation of this process and helps CX leaders understand the role their brand plays in facilitating this buying journey. These are the points where an emotional attachment to a brand helps, and you create that through the stories you tell with the content you create.