Tony Zambito
JANUARY 11, 2022
Buyer insights and buyer personas act as a compass for business leaders in uncertain times. For businesses, this means understanding their buyers and customers is more critical than ever. It was out of this time of unnerving uncertainty that buyer personas were founded.
Tony Zambito
FEBRUARY 21, 2022
B2B Leaders Must Develop Unified Approaches to Buyer Strategies and Customer-Centricity. Resulting in fragmented buyer strategies. For buyers, hearing and reading mantras of customer-focused, buyer-led, buyer-focused, customer-centric, etc.
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Tony Zambito
MAY 2, 2021
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.
Tony Zambito
NOVEMBER 23, 2020
Buyer personas are archetypal representations of actual buyers that articulate insights into their goals. They help us to gain insights into how buyers pursue goals and the motivations behind these pursuits. Your buyer personas are a picture in time of your buyers.
Speaker: Jen Spencer, VP Sales and Marketing, SmartBug Media
Recent studies have shown what a lot of B2B marketers already know - it’s hard to build a successful inbound marketing program. And while a good inbound program gets started with the marketing department, a great inbound program gets other departments involved.
Tony Zambito
MAY 7, 2021
Marketing and Sales Leaders Can Increase Their Value Through In-House Buyer Insights and Buyer Persona Development Capabilities. Since the origins of the buyer persona concept in 2001, buyers and their buying behaviors have always been in a constant state of change.
Tony Zambito
MAY 5, 2021
Marketing Leaders Can Use 4 Approaches Involving Buyer Personas To Create A Brand Story Buyers Will Want To Read. The results can often be brand storytelling and content that fails to connect and is meaningless to an audience of buyers.
Tony Zambito
JANUARY 15, 2022
Lack of buyer insights and brand vision can doom growth strategies. A struggle for leaders is in aligning their teams and tactical operations with business growth strategies. This includes their interactions with buyers and customers.
Tony Zambito
APRIL 30, 2021
Marketing and Sales Leaders Must Build Core Competency of Understanding Buyer Persona Goals. When it comes to buyer goals, organizations today will need to get more specific about encoding understanding of buyer persona goals into their marketing and sales capabilities. .
Tony Zambito
FEBRUARY 15, 2022
Earned Buyer Insights Are Critical to Being Relevant to Buyers. Without deeper understanding as a foundation, attempts to display empathy will ring hollow with buyers and customers. This same principle applies to buyer insights. Why do earned buyer insights matter?
Speaker: Akilah Murrell, Sr. Director of Channel Marketing at Channel Maven
Join Akilah Murrell, Senior Director of Channel Marketing at Channel Maven, for this how-to session on engaging your buyer base through social media.
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SmartBug Media
DECEMBER 28, 2022
On a recent episode of the SmartBug® on Tap podcast, we dove into buyer personas—but not in the traditional sense. We’re talking about who your buyer personas are outside of their nine-to-five day job. How can we as marketers appeal to the entire persona?
Tony Zambito
MAY 14, 2021
Marketing and Sales Leaders Need To Know The Difference Between Bad Versus Good Buyer Personas To Achieve Growth. Not all buyer personas are created equally. As far as I can see, there is a whole lotta bad buyer personas being created.
Optinmonster
JANUARY 25, 2023
Do you want to learn how to create a buyer persona? Creating a buyer persona is important for any business that wants to understand its target audience and tailor its marketing strategies accordingly. What is a Buyer Persona?
Launch Marketing
JUNE 15, 2022
Buyer personas drive many aspects of your organization but especially marketing. Understanding the people your products or services benefit from should inform and guide all your marketing efforts. Carefully connect your messaging to buyers’ specific pain points.
B2B Lead Generation
JANUARY 23, 2018
How often do you spend weeks or even months putting blood, sweat, and tears into a new marketing campaign, only to have it fall flat? It’s a marketer’s worst nightmare. Bad buyer personas. Think about it, your buyer personas are the building blocks of your marketing campaigns. If they’re not good enough, every part of your marketing strategy will suffer. That’s why I’m sharing five easy ways to improve your buyer personas.
Heinz Marketing
NOVEMBER 17, 2022
By Brittany Lieu , Marketing Consultant at Heinz Marketing. So after many hours and iterations, your team has landed on the perfected set of buyer personas. After putting in the work, don’t let these buyer personas be lost as just a “marketing exercise”.
Marketing Insider Group
SEPTEMBER 20, 2021
This question prompts the creation of marketing personas, and the answers vary widely. For most B2B content creation , personas guide marketers in developing tailored pieces that resonate profoundly with a particular group. What does your ideal customer look like?
Tony Zambito
JANUARY 22, 2017
In the past five years, we have seen exponential disruption each year in multiple markets. Digital technologies and resulting transformation turning markets literally inside out. Fundamentally reshaping markets in five years’ time compared to the fifty to seventy years it may have taken to build up a market. Cloud-based applications are creating new business models enabling not only entry into existing markets but the creation of new markets.
Content4Demand
JULY 28, 2021
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?
Tony Zambito
AUGUST 14, 2016
As the concept of buyer personas has crept into the conscious of both B2C and B2B Marketing, so has misguided representations of buyer personas become prevalent. With many touted frameworks and processes being representative of buyer personas in name only. These misrepresentations have also led to a tendency to throw everything, including the kitchen sink, into crafting buyer personas. Buyer Personas Lost In Data Overkill.
Tony Zambito
MAY 20, 2012
This June marks ten years since the first buyer persona development methodology was pioneered and launched by the firm Goal Centric now called Buyerology. The adoption of research-based modeling of buyers that leads to buyer personas has been mixed. The organizations who have embraced the goal-based methodology for research-based buyer personas have seen tremendous success in uncovering new opportunities for revenue growth. Buyer Persona Lifespan.
SmartBug Media
JANUARY 25, 2023
You’ve probably heard the phrase “write what you know” before, but that approach doesn’t quite cut it when you’re crafting inbound marketing content. Whether you’re writing a blog post, web copy, lead nurture emails, or an e-book, tailoring your content for each buyer persona is a must.
Navigate the Channel
OCTOBER 5, 2021
No matter your company size, there are always things you can do to improve the effectiveness of your digital marketing campaigns. Define your ideal customers by using buyer personas. What Is a Buyer Persona? Why B2B Buyer Personas Matter to Your Sales Team.
Tony Zambito
DECEMBER 8, 2015
We are seeing continued growth in the adoption of buyer personas as a means for understanding buyers and customers. At the same time, the growth is fraught with the perils of buyer personas being misunderstood, mislabeled, and serving as a cover for basic buyer profiling. Each year, since originating the concept of buyer personas in 2001-2002, I have reflected and offered a perspective on the state of buyer personas.
Sharpspring
AUGUST 31, 2021
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.
Sharpspring
JANUARY 23, 2020
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.
Tony Zambito
SEPTEMBER 6, 2016
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. The value of customer segmentation is it can tell you where to point your marketing and messaging.
Marketing Interactions
JUNE 27, 2021
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. Proving the ROI from content marketing.
Cintell
DECEMBER 20, 2019
Video marketing is officially the top content format B2B marketers used in 2019. While video has become a quintessential component of today’s content marketing strategy , it’s like any other medium. And this is why buyer personas are so important.
Tony Zambito
MARCH 20, 2011
The chorus appears to be getting louder and louder on content marketing in bloggersphere, digital media, and traditional media. In this case, should CMO’s be looking at content marketing or content strategy as the first order of business on the agenda? Presently, there appears to be multiple meanings and uses for each of the terms content strategy and content marketing. Prevent Demand Generation Failure with Buyer Personas.
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. What is true is that B2B Sales must go through a period of reinvention and cannot stand idly by as the world of B2B buyers continues to transform with each passing day. Image via Wikipedia.
Tony Zambito
APRIL 17, 2016
It is clear that one of the top challenges facing marketing, especially B2B marketing, is the ability to connect with potential buyers on a personal level. Recent surveys of marketing professionals by Rapt Media , Forrester , Seismic, SAP , IBM , and others all indicate that content personalization remains the biggest challenge for marketers this year and for the foreseeable future. The majority of content today is not hitting the mark with buyers and customers.
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. 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.
MarketJoy
APRIL 7, 2022
Why You Need Effective Buyer Personas for B2B Lead Generation. A buyer persona is a hypothetical customer that serves as a model of the buyer you want to target. Buyer personas can be created through research, surveys, and interviews.
Tony Zambito
JUNE 5, 2016
Customer experience has been and will continue to be one of the major influences on how buyers make choices. Recent research by SiriusDecisions found that for 80% of B2B buyers surveyed, customer experience counted as the top significant reason why they chose to work with a specific provider over another. In other words, approximately 80% of marketing and sales investments are going towards 20% of the buying decision. Buyer persona research can play a role.
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. In part 2, I would like to offer perspectives on why the practice and process of buyer personas, as we’ve known them for the past decade, must undergo significant change to be relevant in the social age. The Connected Buyer.
Tony Zambito
OCTOBER 26, 2015
Better, deeper, insightful, and well-rounded understanding of customers and buyers is on the top of the list for many CEOs and CMOs today. 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. In today’s robust evolution of digital technologies, CEOs and CMOs seek buyer understanding to address these three concerns.
Tony Zambito
JULY 6, 2011
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.
Tony Zambito
JUNE 26, 2016
The term, audience development , has become more ubiquitous in the world of marketing. A recognition of the growing importance of digital content marketing to overall marketing strategies today. 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.
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