Misconceptions About B2B Buyer Personas

Marketing Interactions

I’m really tired of seeing people dismiss B2B buyer personas as worthless. Although, I have to admit that many of the personas I review from prospective clients are little more than recipe cards for disconnected experiences. Their personas are not developed to be actionable.

How to Create Accurate Buyer Personas

Sharpspring

If you work in marketing, you probably hear a lot about optimizing the customer experience, tracking buyer journeys and identifying decision-making factors and/or paths to purchase. But what about developing buyer personas? Buyer Persona Statistics.

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2020 Tips: Developing Buyer Personas

Sharpspring

If you work in marketing, you probably hear a lot about optimizing the customer experience, tracking buyer journeys and identifying decision-making factors and/or paths to purchase. But what about developing buyer personas? Buyer Persona Statistics.

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. Large companies often have multiple buyer personas that span multiple industries, demographics, and product offerings.

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. Where customer segmentation can get tricky is when there are relevant sub-groups of segments.

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.

The Emerging Importance Of B2B Ethnography To Buyer Personas

Tony Zambito

Better, deeper, insightful, and well-rounded understanding of customers and buyers is on the top of the list for many CEOs and CMOs today. These two are: CEOs and CMOs have a growing concern about the relevancy of their products and services in the digital economy. Redefining The Meaning Of Buyer Understanding. These three pressing concerns are causing CEOs and CMOs to reevaluate how to understand their buyers and their abilities to help buyers achieve their goals.

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.

5 Ways B2B CMOs Can improve Audience Development With Buyer Persona Research

Tony Zambito

Fraught with confusion surrounding questions such as: exactly what constitutes an audience and is there really a difference between buyers and audiences? For example, some content marketing pundits believe you should separate out audience personas. Because these are different, in theory, from your buyer personas. I believe this approach may only exacerbate the compartmentalization based on the faulty premise of making personas about the “who”. by Gregor Črešnar.

The Ultimate Guide to Creating B2B Buyer Personas

SalesIntel

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.

How Buyer Personas Can Make Your Marketing Automation Smarter

Oracle

by contributor | Tweet this Editor’s Note: Today’s blog post comes courtesy of Tony Zambito , the creator and today’s leading authority on buyer personas. In 2002, Tony established the first-ever buyer persona development methodology designed specifically for B2B Marketing and Sales. Over the past dozen years, Tony has conducted hundreds of buyer interviews and has helped some of today’s leading Fortune 100 companies acquire deep buyer insights.

How B2B CMOs Can Achieve Customer-Centric Marketing With Buyer Personas

Tony Zambito

This mirrors findings of other surveys related to content marketing and customer-centric marketing, which consistently hovers in the 35- 40% range of “very customer-centric” or “very effective content marketing.”. 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. 10 Essentials Of Becoming Customer-Centric With Buyer Personas.

How Social Data Can Help You Develop Buyer Personas

Oktopost

I speak daily with product, marketing, and sales professionals about the impact that social media can have on developing buyer personas, launching a product, building a brand, or even on individuals standing in their respective marketplace. Developing Your Buyer Personas.

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.    The deeper the understanding, the more targeted and relevant content can be for buyers.    Buyer persona development is a methodology for informing strategy. 

Creating Perfect Buyer Personas

Valasys

Buyer personas are the second most popular criteria for content segmentation according to B2B marketers yet only 44% actually utilize them. The written characterizations that a B2B marketer creates about the buyers who make vital decisions regarding the product, service or solution that is being offered is known as a buyer persona. When developing a buyer persona there are several key areas that need to be considered: 1. Steps To Building Persona.

B2B Buyer Content Fatigue Is A Very Real Thing And A Big Problem

Tony Zambito

The global COVID-19 pandemic has exacerbated the effect of fatigue on people from all walks of life. A key buyer insight coming out of the pandemic is B2B buyers are experiencing content fatigue. Which is all about reaching buyers within target accounts with content.

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.

How to Create a Buyer Persona (Includes Free Persona Template)

Hootsuite

Defining a buyer persona (also called a customer persona, audience persona, or marketing persona) helps you create content to better target your ideal customer. Buyer personas remind you to put your audience’s wants and needs ahead of your own.

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). One strategy is to ensure your foundational targeting strategy, that is, your audience understanding, is up-to-date and highly relevant. So what goes into a content-ready buyer persona?

Bring Context to Your B2B Content Using Buyer Personas

Circle Studio

Effective B2B marketing requires an audience-centric approach from all angles. The better you understand your target audience, the more relevant and valuable your content and messaging will be. Buyer personas defined. Personas put a human face to your buyers.

Why Understanding Your B2B Buyer Persona is the Crux of all Marketing Efforts

Lake One

Do you fully understand your B2B buyer personas? After all, 71% of companies who exceed revenue and lead goals have documented personas. Understanding your B2B buyer personas is a vital part of any effective marketing plan. Personas.

New Approaches To Understand Customers Needed In A Digital Transformation World

Tony Zambito

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. This applies to buyer persona development today. As well as, beyond outdated traditional means grounded in sales and product marketing used for profiling buyers.

3 Examples of Buyer Personas to Help You Create Your Own

SmartBug Media

Buyer personas. You know you need personas in order for your marketing to be successful, but you still haven’t created them. Or are you not quite sure what a finished persona should look like? Well, it’s time to take off your procrastination pants and put on your persona pants, because I’ve put together three examples of buyer personas that you can use as a guide to build your own: Healthcare Network Persona: Working Mom Wendy.

Buyer Personas in B2B Marketing

Digital B2B Marketing

Buyer personas are a hot topic of discussion in the B2B marketing world, but how do you create the personas that you need and ensure you are getting the value you need out of them? Do you even need to create B2B buyer personas at all? B2B buyer personas were the topic of discussion recently on #B2Bchat and the group shared their perspective on these and a number of other questions. Keep personas focused on the business environment.

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

Tony Zambito

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. What we can be sure of is the buyer insights of the future will be fundamentally different than the buyer insights of the past. Many B2B firms today are either severely lacking in buyer insights or are led to believe the buyer intelligence they obtain is relevant to buyer insights.

Buyer Persona 2.0 - Power of Buyer Insight

Tony Zambito

During the previous decade, we’ve seen a growing acceptance for the use of buyer personas to help guide effective product, sales, and marketing planning.   As we enter into this new decade, it is prudent to enter into the next generation of buyer persona concepts. One of the dilemmas that the buyer persona concept faced in the previous decade is that, like any new concept that comes along, it had its fair share of misconceptions.

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

RockContent

To achieve this objective, and accurately reach your audience, you can start by building a buyer persona , also known as a persona. This content will cover the following topics: What is a buyer persona? What is the impact of a buyer persona in marketing?

Why Understanding Your B2B Buyer Persona is the Crux of all Marketing Efforts

Lake One

Do you fully understand your B2B buyer personas? After all, 71% of companies who exceed revenue and lead goals have documented personas. Understanding your B2B buyer personas is a vital part of any effective marketing plan. Personas.

How to Segment Content According to Buyer Persona

Golden Spiral

As a B2B tech marketer, one of your biggest challenges is understanding who your buyers are and, based on that information, how best to communicate with them. That’s where buyer personas come in. In our experience, buyer personas really become valuable when you start segmenting content to each of them. Here’s how you can use buyer personas to build an effective segmentation strategy.

4 Myths Preventing True B2B Customer Understanding

Tony Zambito

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. However, a big problem exists in buyer persona research and development today. The bottom line here is that buyers do not act or think in this way.

Does Sales Care About Buyer Personas?

Akoonu

Meanwhile, Marketing has been creating buyer persona research for years. Well-crafted personas fuel impactful content creation that nurture leads through the funnel. It’s been a successful strategy for becoming buyer-centric. But your company wants them to understand the buyer better, right? If they care about better buyer experience, they will care about personas right? Talk to them in the way they prefer, relevant to their needs.

Buyer Persona 2.0 – Part 6 – Buyer Personas Are Not Just Profiles

Tony Zambito

Over the past few years, I have struggled with the use of the word “profile” or “profiling” when it came to describing buyer personas.   My discomfort is arisen out of experience, what the terms fails to communicate about buyer personas, and how it is problematic in gaining adoption by senior leaders. What is common about these many attempts at defining buyer personas is that they are focused on profiling and descriptions only.

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?”.

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.

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).

Informed Customer Understanding Should Guide Marketing

Tony Zambito

Most survey results in the past two to three years related to content marketing effectiveness has shown that only approximately a third of business marketers considered their content marketing efforts to be effective to very effective. 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. by Anton Scherbik.

Does Account-Based Marketing Make Buyer Personas Unnecessary?

B2B Marketing Directions

He writes, "ABM is an extraordinarily smart way to make the right tactical decisions when it comes to demand generation, but the elite Account-Based Marketers are still building personas, nurturing every step of the buyer's journey, and know exactly which activities and leads are driving revenue." I would suggest that Jason's article is particularly on point when it comes to the issue of buyer personas. buyers) in each target account.