Tony Zambito

OCTOBER 26, 2015

As mentioned in previous articles, CMOs in particular, will now have to succinctly discern between buyer profiling and buyer personas. (This discernment is needed for it is unfortunate that conventional buyer profiling and win/loss analysis is being repackaged, if you will, as buyer personas by agencies and individual consultants.

Buyer Personas 100

Buyer Personas B2B Paid Search Agency Ideal Customer Profiles 100

Tony Zambito

NOVEMBER 1, 2015

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. One of the key premises of user personas and buyer personas, since their origins, are they can foster a common view of customers within organizations.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles B2B Marketing Paid Search Agency 100

Tony Zambito

JUNE 26, 2016

As the concept of content marketing has become more prominent in the B2B Marketing landscape, so have terms and compartmentalization. For example, some content marketing pundits believe you should separate out audience personas. Because these are different, in theory, from your buyer personas.

Buyer Personas 104

Buyer Personas Research B2B Fulfillment 104

Tony Zambito

OCTOBER 4, 2015

As simple as the word goal is, there is much misunderstanding about goals and goal-directed behaviors. (With regards to buyer personas, I have seen the word goal used more commonly but superficially in nature.). Goal-Directed Marketing™ Connects On A Personal Level.

Direct Marketing 100

Direct Marketing Buyer Personas Allocation Ideal Customer Profiles 100

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. What are your buyer’s basic demographics?

Buyer Personas 40

Buyer Personas B2B Ideal Customer Profiles B2B Sales 40

Marketing Insider Group

JANUARY 4, 2021

The other key aspects of any content marketing initiative will include: Content calendar: Your content calendar should include topics, keywords, buyer persona, buyer stage, and goals. Email marketing remains one of the best ways to create ROI. You can be lean and mean with email marketing. Image: DMA.

Growth Marketing 359

Growth Marketing Marketing & Strategy Marketing Strategy Marketing Automation Services 359

Tony Zambito

JULY 17, 2016

Primarily, it helps with making sense of the tasks and activities buyers perform. This is also an important principle behind buyer insights research and buyer persona development. The many articles, books, and promotional material written about buyer personas, in general, are missing this key point.

Intent 100

Intent Buyer Personas CMO Work Management 100

Tony Zambito

JANUARY 29, 2017

In my article Rethinking Buyer Personas In An Era Of Digital Transformation , I presented four trends impacting the state of buyer persona development. Whereby, rethinking buyer persona development and insight gathering in a digital-centric world becomes a necessity. And, why it necessitates a rethinking.

Digital Transformation 100

Digital Transformation Buyer Personas Ideal Customer Profiles B2B Thought Leadership 100

Tony Zambito

MARCH 6, 2016

In my years since launching Buyer Persona Research , the most successful companies utilizing buyer personas have made it about the latter – not the former. That is, making their buyer personas about customer research and not confirming existing buyer profiling assumptions.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles B2B B2B Sales 100

Stevens & Tate

FEBRUARY 9, 2024

If you are unfamiliar with buyer personas, read about them here , as they will be extremely useful in segmenting your contacts. Segmenting be done in terms of geographic location, company type, role within that company, behavior, marketing intelligence, or any other category that could be valuable to your company.

Email Marketing 64

Email Marketing Leads Lead Marketing Qualified Leads 64

Tony Zambito

OCTOBER 18, 2015

Buyer personas are an extension of this concept regarding how to understand buyers in this humanizing context. When I first created the process, as well as, use of buyer personas in 2001-2002 after my stint with Cooper, I saw a potential far beyond buyer profiling.

Ideal Customer Profiles 100

Ideal Customer Profiles Profiling Buyer Personas Marketing Management 100

Tony Zambito

DECEMBER 13, 2015

Buyer research intended for buyer personas specifically is designed to help organizations develop deep customer understanding at the underlying layer – the deeper second layer of behaviors and influence. Unfortunately, due to the rise in popularity, the term buyer persona is being used incorrectly to represent the first layer.

Buyer Personas 100

Buyer Personas Lead Ranking B2B Sales Research 100

Tony Zambito

FEBRUARY 28, 2016

And, let’s not forget that B2B companies believe they may have 3-4 unique buyer personas. Some analyst firms propagate this view, calling it adaptable or aligned content to the buyer’s journey. Buyers Frame Their Issue Through Scenarios – Not Journeys. Vice President, Supply Chain Management.

Buyer Personas 100

Buyer Personas B2B Content B2B Sales 100

Stevens & Tate

MARCH 8, 2022

Social marketing is effective when reaching Millennials because social media has played a significant role in their lives since childhood. You’re less likely to reach Millennials using email or other direct marketing methods. They tend to be more interested in finding relevant content than other generations.

Generation 128

Generation Brand Identity Branding Peer-to-peer 128

SmartBug Media

APRIL 9, 2020

Bob Stone was a marketing giant and pioneer of the 1970s and 1980s who developed a direct-marketing formula , which works incredibly well for writing website copy. Meanwhile, 72 percent of B2B marketers report that having a solid content strategy has been key to their success. Tips for Writing Marketing Copy.

Marketing Websites 105

Marketing Websites Copywriting Urgency Marketing Buyer Personas 105

Tony Zambito

NOVEMBER 8, 2015

Taking this further, the one buyer, one end goal, one path, and one scenario framework is an important principle towards making such exercises insightful and actionable. Follow the one buyer persona, one scenario, one goal, and one path framework principle. Senior Director, IT Infrastructure. (A

Buy 100

Buy Buyer Personas Acquisitions Correlation 100

Tony Zambito

SEPTEMBER 28, 2016

Marketers today are not getting the full benefit of the goal-directed understanding of the buyer’s journey due to confusing priorities and initiatives with goals. Oftentimes, marketers are given or creating buyer personas in which the emphasis is on factual data. Such as priorities and initiatives.

Buyer Personas 100

Buyer Personas Buyer's Journey Case Studies Buy 100

Tony Zambito

SEPTEMBER 27, 2015

In fact, the first large scaled buyer persona development initiative ever done was accompanied by detailed customer journey mapping in 2002. The idea of the consumer journey or buyer’s journey, as you can see, is not an entirely new concept. This is where consumer personas and buyer personas can be helpful.

Allocation 100

Allocation Buyer Personas CMO Press 100

Tony Zambito

NOVEMBER 22, 2015

Utilizing the first critical element of research and insights for persona creation, personas can help guide the organization towards a common shared focus on helping customers to achieve their goals. Organizations should strive to develop buyer personas , user personas, and customer personas.

Buyer Personas 100

Buyer Personas Lead Ranking Buy Research 100

Stevens & Tate

JULY 16, 2021

If you are unfamiliar with buyer personas, read about them here , as they will be extremely useful in segmenting your contacts. Segmenting be done in terms of geographic location, company type, role within that company, behavior, marketing intelligence, or any other category that could be valuable to your company. Segmentation.

Email Marketing 80

Email Marketing Leads Lead Marketing Qualified Leads 80

Stevens & Tate

APRIL 12, 2021

Here are 6 email marketing tips. Segment your contacts by buyer personas. 1) Right person, right time. Before sending an email, it is important to determine who the audience is of the email. This way you know who each group of your contacts is and what emails they should be receiving. 2) Content.

Email Marketing 78

Email Marketing Tips Lead Nurturing Buyer Personas 78

Tony Zambito

JANUARY 24, 2016

Making use of relevant insights to help guide marketing planning. Using user and buyer personas to help communicate a common view of customers to the organization. CMOs can incorporate a guiding framework sound in qualitative research to reach the deepest level of customer understanding possible.

Planning 100

Planning Buyer Personas Paid Search Agency Marketing & Strategy 100

PureB2B

JULY 19, 2021

According to recent studies, 48 percent of buyers are more willing to explore solutions that are tailored to their unique company problems. Marketers can truly get to know their target customers by building the proper buyer personas for their purchase cycles. Use both Digital and Direct Marketing.

Lead Generation 62

Lead Generation Sales Qualified Leads Generation Lead Ranking 62

PureB2B

JULY 19, 2021

According to recent studies, 48 percent of buyers are more willing to explore solutions that are tailored to their unique company problems. Marketers can truly get to know their target customers by building the proper buyer personas for their purchase cycles. Use both Digital and Direct Marketing.

Lead Generation 62

Lead Generation Sales Qualified Leads Generation Lead Ranking 62

Binary Demand

JUNE 22, 2023

Data Analysis: It generates valuable data that identifies where to direct marketing resources. Creating a data-driven buyer persona increases your chances of reaching a targeted group of people who need and want your service. Data Integrity: It focuses on data accuracy, consistency, and completeness.

Lead Generation 98

Lead Generation Enterprise Management Sales Qualified Leads ROI 98

Tony Zambito

NOVEMBER 16, 2011

  Being in the business of buyer personas for over a decade now, I’ve seen organizations still have this thinking despite having personas right in front of them.    Buyers today are developing a sixth sense and becoming fairly astute at knowing the difference in how an organization is thinking. 

Fulfillment 100

Fulfillment Demand Generation Demand Trends 100

Stevens & Tate

MARCH 22, 2021

Re-evaluate Your Buyer Personas. With that in mind, developing buyer personas is crucial; however, if you haven’t revisited your buyer personas for a while, it may be time to do so. As such, before embarking on a website redesign, be sure to re-evaluate your buyer personas.

Marketing Websites 52

Marketing Websites Marketing Automation Services Work Management Buyer Personas 52

NuSpark Consulting

APRIL 29, 2017

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. 4: Personalize the Approach. Create high quality, targeted content and offers and customize it for specific accounts.

Account Based Marketing 159

Account Based Marketing Ideal Customer Profiles Budget Programs Enterprise Management 159

Tony Zambito

FEBRUARY 5, 2017

To me, that is what content marketing can become for some organizations. A grand illusion bought into and often promoted as an unquestioned element of marketing. In my previous article entitled Rethinking Buyer Personas In An Era Of Digital Transformation , I noted that digital interaction will matter more than content.

Digital Transformation 50

Digital Transformation Buyer Personas Broadcasting Leads 50

NuSpark Consulting

JUNE 29, 2015

CEOs and marketing leaders often stand on opposite sides of a deep chasm in terms of their belief in the power of B2B content marketing. While marketers recognize that content marketing can boost ROI, many corporate leaders still live in a worldview where traditional direct marketing campaigns rule.

B2B Marketing 100

B2B Marketing Content Marketing Planning Cost per Lead 100

The Mx Group

MAY 1, 2018

Perhaps the most striking insight is that a winning ABM program is more about solid collaboration and marketing fundamentals than it is about your tech stack (though third-party providers can still give your ABM program a serious leg up). Know your buyer. Here are four other key takeaways from the 2018 report : Get the targets right.

Account Based Marketing 59

Account Based Marketing Practices ABM Best Practices 59

Schubert B2B

JUNE 7, 2019

You’ll want to have a firm understanding of your buyer personas to determine which social networks are worth your time. Direct marketing posts should be carefully balanced with other, relevant industry-related news. Myth 3: My Customers Aren’t on Social Media. Myth 4: We Should Only Be Posting About Our Company.

Social Media 85

Social Media Media B2B Buyer Personas 85

NuSpark Consulting

DECEMBER 31, 2011

Reassess and optimize media placements, direct marketing tactics, trade show leads; traditional/digital media mix; Continue to integrate social media into your mix. An “update” on your sales-marketing structure needs to take place in order to serve prospects better. This is called Buyer Persona development.

Lead Generation 100

Lead Generation Budget Programs Sales Qualified Leads Paid Search Agency 100

Stevens & Tate

JULY 20, 2020

Invest in Instagram ads , which targets customers with personalization and buyer persona techniques. Partner with micro influencers. Run a contest , giveaway, or raffle entry through your account page. Create “savable” content, or posts that are aesthetically pleasing, informationally useful or relevant.

User-Generated Content 76

User-Generated Content Buyer Personas Social Media Ideal Customer Profiles 76

Zoominfo

FEBRUARY 25, 2021

For example, a lead with a profile that matches a company’s buyer persona should not only be rated higher than a lead who is outside the typical customer profile; in many cases, the ideal prospect should be required to take less action in order to meet lead qualification criteria. Outbound Prospecting.

Sales Management 240

Sales Management Lead Generation Lead Ranking Sales Qualified Leads 240

SWZD

JUNE 20, 2017

Some of the more common channels are as follows: Digital. Direct Marketing/Promotional. TV/Radio. Out of Home (OOH)/Experiential. Once you have done a small audit and check of your buyer personas, consider the mission you want to accomplish. Direct Marketing/Promotional.

Top of Funnel 54

Top of Funnel Media Digital Marketing Funnels B2B 54

Binary Demand

JUNE 19, 2023

Data Analysis: It generates valuable data that identifies where to direct marketing resources. Creating a data-driven buyer persona increases your chances of reaching a targeted group of people who need and want your service. Data Integrity: It focuses on data accuracy, consistency, and completeness.

Lead Generation 52

Lead Generation Enterprise Management Sales Qualified Leads ROI 52