Tony Zambito

MARCH 28, 2010

.   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.   When static data is used to create buyer persona profiles, it is an exercise akin to just looking at the quantitative analysis.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles Analysis Validation 100

Business Brainz

JULY 19, 2021

B2B revenue leaders and marketers are spending a lot of their time focusing on understanding buyer personas. Since B2B buyers have become more cautious, it becomes monolithic to understand them and their changing behavior. One of the best ways to dive deep into your prospective customers is by building a buyer persona insight.

Buyer Personas 52

Buyer Personas Ideal Customer Profiles Account Based Marketing ABM 52

Hubspot

JUNE 2, 2020

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. Before you know it, you'll have complete, well-planned buyer personas to show off to your entire company!

Buyer Personas 101

Buyer Personas Template Work Management Marketing Management 101

Marketing Insider Group

MAY 15, 2023

B2B marketing may help businesses promote their products or services, but it’s more than that – it focuses on building customer relationships, establishing trust, and driving revenue through an optimized digital experience. The ultimate goal is to build customer relationships, establish trust, and drive revenue. Buyer Personas.

B2B Marketing 310

B2B Marketing B2B Buyer Personas Mobile Advertising 310

Stevens & Tate

JULY 27, 2021

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. To do this, you’ll want to develop a customer persona (also known as a buyer persona ). Click here!

Buyer Personas 69

Buyer Personas Template Planning Demographics 69

Content Standard

MAY 10, 2019

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. Working with software that guides you through developing buyer personas can make the process easier.

Buyer Personas 104

Buyer Personas Design Ad Building A/B testing 104

Tony Zambito

JUNE 26, 2016

The term, audience development , has become more ubiquitous in the world of marketing. For B2C CMOs, the concept of developing audiences and communities has been an essential core principle for some time. For B2B CMOs, the idea of audience development and engagement can be perplexing.

Buyer Personas 104

Buyer Personas Research B2B Fulfillment 104

Tony Zambito

AUGUST 22, 2011

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.     The constant evolution of buyer behavior is the primary driver behind this principle. 

Buyer Personas 100

Buyer Personas Viral Marketing Research Planning 100

Marketing Interactions

JUNE 23, 2017

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. A B2B Buyer Persona is a Functional Tool—Not a Poster with a Few Platitudes. Everyone is busy.

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing Strategy 74

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.  Image via Wikipedia.   What do these new buying cycles look like? 

Buyer Personas 100

Buyer Personas B2B Sales B2B Buying Cycle 100

Tony Zambito

FEBRUARY 9, 2010

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.   A misconception seen over the past few years is the creation of buyer personas in a one dimensional setting.

Buyer Personas 100

Buyer Personas B2B Sales Forecasting Marketing Management 100

Tony Zambito

JULY 10, 2011

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.    Without a doubt, we are seeing the most dramatic change in buyer behaviors since post World War II. 

Buyer Personas 100

Buyer Personas Top of Funnel Peer-to-peer Marketing Funnels 100

Tony Zambito

MAY 11, 2011

  Here is where buyer persona development can be of help.    In a previous article, Buyer Personas Require Qualitative Research and Contextual Inquiry , I mentioned that buyer persona development is at its’ core a research methodology grounded in the practices of qualitative research and contextual inquiry. 

Buyer Personas 100

Buyer Personas Segmentation Buy Work Management 100

Marketing Insider Group

APRIL 19, 2021

Your engineers and even some founders are innovators and developers, but sometimes they’ve immersed themselves in geek-speak for so long that they have a tough time explaining the need for your solution in a way other people will easily understand. Nurturing a long-term relationship with companies once they’ve become customers.

Startups 337

Startups B2B Marketing Buyer Personas Advertising Agencies 337

Tony Zambito

NOVEMBER 1, 2020

There is no room for guesswork on understanding buyers. Instead, leaders can use the tools of buyer insight such as buyer research, buyer personas, and buyer journey mapping as a compass for the future. Developing digital buying capabilities that can allow for sales intervention at the request of buyers.

Buy 309

Buy B2B Buyer Personas Buyer's Journey 309

ClickDimensions

DECEMBER 28, 2023

Related Article: Why Unifying Sales and Marketing is a Better Approach for SMBs Strategies that Unify Sales and Marketing Did you know that businesses with aligned marketing and sales teams are up to 67% more efficient at closing deals – source Define Buyer Personas Together Collaborate on the creation and refinement of buyer personas.

SMB 110

SMB Cross-Selling Buyer Personas Marketing Management 110

Tony Zambito

MAY 29, 2021

If B2B leaders, like yourself, are expected to succeed at newly formed or reinvented go-to-market strategies, one element that cannot be missing in action is essential buyer insights. What we do know is that buyers are living and working in a new reality. Resulting in new buying behaviors accompanied by new buyer goals and preferences.

Top of Funnel 162

Top of Funnel Buyer Personas B2B Buyer's Journey 162

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

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

AUGUST 2, 2011

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. 

Buyer Personas 100

Buyer Personas Viral Marketing Ideal Customer Profiles B2B Sales 100

Tony Zambito

APRIL 17, 2011

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.  The first definition points to reaching an understanding of the behavioral framework that surrounds the new social buyer persona. 

Buyer Personas 100

Buyer Personas Buying Cycle Buyer's Journey Demand Generation Agencies 100

Tony Zambito

FEBRUARY 1, 2010

.   Therein lays a critical element in the adoption of buyer personas by senior leaders of B2B organizations. have all been around the “business” or “company”, many senior leaders can tend to overlook the power of buyer personas.   In this segment of Buyer Persona 2.0,   Buyer Persona 2.0

Buyer Personas 100

Buyer Personas Business Ideal Customer Profiles Segmentation 100

Marketing Interactions

JUNE 23, 2017

In a previous post, I shared a four-step process for creating in-depth B2B buyer personas. In this post, I’ll discuss how the details of a buyer persona inform a content marketing strategy. 9 Components of a B2B Buyer Persona. Questions are undoubtedly my favorite part of a B2B buyer persona.

Buyer Personas 64

Buyer Personas Marketing Strategy Marketing & Strategy B2B Marketing 64

Webbiquity

APRIL 23, 2024

This includes advertising; developing email marketing campaigns with specific targeting; buying, renting, and building email lists; email marketing tools ; and other essential marketing components. Your marketing staff needs to develop a compelling acquisition strategy, and carry it out carefully.

ROI 149

ROI Email Marketing B2B Marketing Marketing Automation Services 149

Tomorrow People

DECEMBER 2, 2020

Companies were developing ever more sophisticated offerings and ramping up their product development. A useful way to think of product marketing is that it sits at the intersection of four functions: Product development and strategy. Customer research and development. Buyer personas. Customer success.

Product 156

Product Planning Buyer Personas Paid Search Agency 156

Marketing Insider Group

APRIL 11, 2023

Connecting with your customers digitally means building trust and establishing a loyal relationship. Website Design & Development Remember, your company’s website is an opportunity to make a good first impression on your audience. This helps to build loyal consumer relationships and establish your brand as a thought leader.

Marketing Automation Services 322

Marketing Automation Services Marketing Budget Paid Search Agency Service 322

Zoominfo

JUNE 26, 2020

Evaluating the resources used on customers (old and new) within marketing and product development teams will help with overall GTM execution. To keep sales and marketing alignment intact, implementing key performance indicators (KPIs) is important with room for future development. Find Your Buyer Personas.

Ideal Customer Profiles 246

Ideal Customer Profiles Marketing Analytics Tools Marketing & Strategy Marketing Strategy 246

Tony Zambito

MAY 17, 2021

Buyers care about whether you understand their goals. All parts of good buyer persona development needed for ABM. ABM or ABX also requires that you understand the relationship between the broader and micro context of goals. 3 – Learn to Think Like Your Buyer. Where remote collective networks are developed.

Account Based Marketing 224

Account Based Marketing ABM Buyer Personas Intent Signal 224

B2B Marketing Insights - WE

MAY 3, 2018

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. Creating a persona that’s helpful requires a fair amount of solid research.

Buyer Personas 40

Buyer Personas B2B Ideal Customer Profiles B2B Sales 40

Zoominfo

FEBRUARY 23, 2021

Learn what sales prospecting is, and how business development professionals can go to market using outreach strategies that deliver business results. Recent digital transformation has shifted the B2B landscape by ushering in the era of buyer empowerment. 56% of companies have created higher quality leads using buyer personas.

Sales Management 208

Sales Management Top of Funnel Ideal Customer Profiles Cold Calling 208

SnapApp

FEBRUARY 23, 2015

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. Consider the Whole Buyer’s Journey. How can we learn what makes them tick?

Buyer Personas 48

Buyer Personas Tactics Top of Funnel Funnel Advertising 48

Tony Zambito

AUGUST 3, 2011

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.     Then a third-party option should be explored. 

Buyer Personas 100

Buyer Personas Organization Viral Marketing Ideal Customer Profiles 100

Marketing Insider Group

NOVEMBER 18, 2020

Develop Strategic Marketing Objectives. Develop and Invest in Marketing ROI Metrics. Build Relationships with IT and Finance. With this information, you can develop a brand strategy and messaging platform that intelligently markets the characteristics that make your brand different and better from the rest.

Resource Management 360

Resource Management Demand Generation Agencies CMS Development Work Management 360

Zoominfo

MARCH 4, 2021

Create an ideal customer profile (ICP) and buyer personas – Your ICP is exactly the type of lead to become one of your clients, and your buyer personas describe the personalities of those potential customers. Develop email marketing campaigns – A one-size-fits-all approach to emailing leads is inefficient.

Ideal Customer Profiles 246

Ideal Customer Profiles Lead Generation Lead Scoring Lead Ranking 246

Binary Demand

FEBRUARY 23, 2024

Exploring buyer personas in the digital age As outlined by Forbes , a common misstep in crafting brand-specific buyer personas is an overemphasis on demographics, often neglecting crucial situational elements like psychographics, the buyer journey, emotional mapping, and triggering events.

Demand Generation Agencies 116

Demand Generation Agencies Demand Generation Demand Account Based Marketing 116

Act-On

SEPTEMBER 25, 2023

And, sometimes, a lack of trust and personal relationships. Read on to learn how manageable tasks like documenting buyer personas, developing a lead scoring system, and improving tech integrations can achieve the impossible: sales and marketing working together. And buyers miss out on a cohesive customer experience.

Work Management 147

Work Management Planning Marketing Management Paid Search Agency 147

Webbiquity

JANUARY 19, 2023

B2B is focused on developing relationships between businesses, while B2C is focused on connecting directly with end consumers. Additionally, B2B customers usually place an emphasis on long-term relationships, while B2C customers are more likely to prioritize convenience and cost. Contributed post.

Work Management 217

Work Management Marketing Management B2B Marketing B2B 217