Vidyard

NOVEMBER 21, 2018

.” One tool that has become essential to defining a target market is the buyer persona, especially with the rise of social media and video. For many marketers, buyer personas are the key to making better video content, but what are they? There are several reasons why you should use them. How can you do this?

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Buyer Personas Video Marketing Budget Programs Startups 129

ANNUITAS

NOVEMBER 1, 2016

It’s true that there are a lot of less-than-actionable personas being built, but we shouldn’t throw the baby out with the bathwater. And, speaking of babies, even though no one likes to hear that theirs is ugly, unlike babies, those buyer personas aren’t going to get any cuter with age. It’s going to take some work.

Buyer Personas 100

Buyer Personas Demand Generation Work Management Marketing Management 100

ANNUITAS

NOVEMBER 1, 2016

It’s true that there are a lot of less-than-actionable personas being built, but we shouldn’t throw the baby out with the bathwater. And, speaking of babies, even though no one likes to hear that theirs is ugly, unlike babies, those buyer personas aren’t going to get any cuter with age. It’s going to take some work.

Buyer Personas 100

Buyer Personas Demand Generation Work Management Marketing Management 100

ActiveDEMAND

DECEMBER 5, 2019

Buyer Personas are a powerful tool used in marketing and sales. They help define the parameters of an ideal customer which then outlines the content to write that speaks to them, where marketing should get in front of potential customers, and buyer personas can also help qualify or disqualify prospects faster.

Buyer Personas 63

Buyer Personas Work Management Marketing Management High Quality Lead 63

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. Follow along with this guide and download these persona templates to simplify this process.

Buyer Personas 101

Buyer Personas Template Work Management Marketing Management 101

SmartBug Media

SEPTEMBER 24, 2019

Read any inbound marketing blog or article and it’ll tell you to start any new initiative with, first, your goal(s) and then, second, your buyer personas. Because personas are at the heart of content. Buyer personas allow you to target and attract the right people to your website like sweet-smelling pheromones.

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Buyer Personas Inbound Marketing Segmentation Webinar Metrics 73

Marketing Interactions

JANUARY 27, 2020

In a lot of the conversations I have with B2B marketers, many are overwhelmed when confronted with how to build truly actionable buyer personas. Building actionable personas takes a fair bit of time and effort. And along with that, so is your persona project. 3 B2B Buyer Persona Types. Primary Buyer Persona.

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Buyer Personas Effectiveness B2B B2B Thought Leadership 69

Tony Zambito

JANUARY 3, 2016

In 2016, we will mark the fifteenth year since buyer personas were first introduced. The journey, however, continues towards professionals and organizations gaining a true understanding of what buyer persona development entails. by Scott Lewis.

Buyer Personas 100

Buyer Personas Correlation Effectiveness Ideal Customer Profiles 100

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!

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Buyer Personas Template Planning Demographics 69

Tony Zambito

JANUARY 10, 2022

Lack of insights about buyers creates an inability to solve problems. Over the last twenty years, since founding the concept of buyer personas, I have worked with many leaders. What I often hear is the need to get more insights about their buyers and customers. You get it. Problems multiply and they are interrelated.

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Buyer Personas Sample Urgency Marketing Analysis 234

Only B2B

JANUARY 9, 2023

Because of these crucial elements, account-based marketing presents a fantastic opportunity. Account-based marketing presents a few unique challenges. Create your ideal buyer persona with the help of your sales team, then choose a channel to target that demographic. To check if anyone bites, they hang a worm in the air.

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Account Based Marketing Planning Sales Qualified Leads Funnel Advertising 117

Tony Zambito

JULY 18, 2011

This is the third part of a series of reflective articles on the future of buyer personas.    In part 1 of this reflection on the future of buyer personas, I focused on some of the misconceptions about buyer personas and in part 2 , I offered perspectives on why changes were needed to be relevant to the social age. 

Buyer Personas 100

Buyer Personas Lead Ranking Ideal Customer Profiles Opt-out 100

Marketing Interactions

JUNE 23, 2017

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. Everyone is busy.

Buyer Personas 74

Buyer Personas Enterprise Management B2B Marketing Marketing & Strategy 74

Tony Zambito

APRIL 27, 2011

.  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.    All good stories have good context as well as good narratives.    Related articles. . 

Buyer Personas 100

Buyer Personas Storytelling Touchpoints Interactive Marketing 100

Tony Zambito

MARCH 20, 2011

  Presently, there appears to be multiple meanings and uses for each of the terms content strategy and content marketing.    The deeper the understanding, the more targeted and relevant content can be for buyers.    Buyer persona development is a methodology for informing strategy. 

Buyer Personas 100

Buyer Personas Marketing & Strategy Buyer's Journey Content 100

Tony Zambito

FEBRUARY 9, 2010

.   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 Personas 100

Buyer Personas B2B Sales Forecasting Marketing Management 100

The Mx Group

AUGUST 16, 2017

Your Top Ten Questions About B2B Buyer Personas. Recently, we partnered with Demand Gen Report to present a webinar about the power of personas. We are in the early stages of persona use and development. When can we expect to begin seeing the results of our persona use? SEO and Website Optimization.

Buyer Personas 84

Buyer Personas Account Based Marketing Demand Generation Agencies Work Management 84

Tony Zambito

JANUARY 18, 2011

As many of you know from reading my articles before, I am a big advocate of buyer personas and exactly for the purpose Adam has stated.    Too often B2B demand generation plans are not built around the modern B2B buyer and his/her information consumption needs."   No, really, how can you really do this?!?!?

Buyer Personas 100

Buyer Personas Demand Generation Demand Generation 100

Tony Zambito

MAY 4, 2011

Buyer Persona Development and the qualitative research methodology applied to creating buyer personas have proven to be an effective means for B2B organizations to reach a deeper understanding of their buyers.    Buyer persona development methodology is at its core a research methodology. 

Buyer Personas 100

Buyer Personas Research Ideal Customer Profiles Demand Generation Agencies 100

Tony Zambito

JULY 6, 2011

As an individual with a background in marketing and sales, I began to think of how this could be a process to help make informed decisions not just about users but also buyers.    I wound up on a path afterward searching for a way to make buyer personas a reality. 

Buyer Personas 100

Buyer Personas Peer-to-peer Ideal Customer Profiles Psychographics 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

FEBRUARY 15, 2010

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.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles Profiling Lead Ranking 100

Tony Zambito

MAY 19, 2021

Some of the assumptions being made about the buyer’s journey and even the internal buying processes of buyers are sounding very antiquated. For instance, many companies are still wedded to old funnel thinking first presented by Elmo Lewis over a century ago! 3 – Focus on buyer interaction design (BxD).

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Differentiation Top of Funnel Buy Buyer Personas 244

Tony Zambito

JANUARY 5, 2010

As we begin a new decade, it is amazing to think how the term buyer persona has become part of the lexicon of business language.   I am often asked by clients, colleagues, friends, and family – where did the idea or the term buyer persona come from?   It resides with one man and one man only – Alan Cooper.

Buyer Personas 100

Buyer Personas Work Management Forrester Marketing Management 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. Obstacles present in a variety of ways. A Day in the Life. Objectives.

Buyer Personas 64

Buyer Personas Marketing & Strategy Marketing Strategy B2B Marketing 64

Tony Zambito

MAY 26, 2021

In various webinars, online conferences, and Zoom events we have seen this phrase filtered in throughout presentations and interviews. Sometimes it is used to describe the meaning of buyer enablement. Especially as an idea to examine in buyer persona development. The phrase certainly makes sense.

Buy 196

Buy Buyer Personas B2B Sales Gartner 196

Marketing Insider Group

SEPTEMBER 22, 2020

Create Buyer Personas. To do this, it’s helpful to create buyer personas. A buyer persona is a semi-fictional representation of your ideal buyer based on data, interviews, and some educated guesses. They can be a great resource for brainstorming something unique that will appeal to your buyer persona.

Lead Generation 292

Lead Generation Campaigns Generation Planning 292

Webbiquity

NOVEMBER 18, 2021

This implies that trigger events are not created equal; therefore, an in-depth knowledge of your ideal customer profile, buyer personas, and purchasing behaviors is required for creating a successful B2B trigger event selling approach. Buyer Persona Role Changes. Hiring Surges. News/Media Mentions. Fundraises.

Ideal Customer Profiles 253

Ideal Customer Profiles B2B Sales Marketing Automation Services Work Management 253

Tony Zambito

MARCH 31, 2010

  It looks like Apple will be tapping into a distinctive buyer persona, the business professional, which may be the real winner in the introduction of the iPad.   I had previously noted how Plastic Logic ’s Que , an eReader, was designed specifically with a business buyer persona in mind.

Buyer Personas 100

Buyer Personas Business Customer Surveys Segmentation 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

MARCH 8, 2017

If you know me, you know I’m all about creating and using B2B buyer personas to drive content marketing strategy. I’ve created more than 400 buyer personas over the last four or five years. A B2B buyer persona should never be treated as a silo. And this one presents a huge opportunity for B2B marketers.

Buyer Personas 48

Buyer Personas Budget Programs B2B Cross-Selling 48

Tony Zambito

JANUARY 9, 2022

Not only are buyers changing but also buying processes are changing. These changes combined are causing significant gaps in the ability of businesses to understand and serve their buyers and customers. These combined changes now present a new set of risks to businesses.

Buyer Personas 196

Buyer Personas Correlation Buy Spending 196

Tony Zambito

APRIL 21, 2010

  You may have recently sat in a presentation whereby you reviewed results of online surveys, viewed multiple pie charts segmenting data, analyzed customer data reports generated in multi-variant ways, and purchased industry related reports with a chockfull of relevant data.  A hard lesson learned.  Next up: Rule 7.

Buyer Personas 100

Buyer Personas Rules Sample Validation 100

Tony Zambito

JANUARY 11, 2010

In Part 1 of this article, Buyer Persona 2.0 , the importance of Buyer Insight was presented as one of the key tenets of Buyer Persona 2.0.      The second key tenet of Buyer Persona 2.0      The second key tenet of Buyer Persona 2.0

Buyer Personas 100

Buyer Personas User-Generated Content Conference Interactive Marketing 100

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

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. Embrace BxD : Buyer-Seller interactions are undergoing their most significant transformation in decades.

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Buy B2B Buyer Personas Buyer's Journey 309

SnapApp

FEBRUARY 23, 2015

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.

Buyer Personas 48

Buyer Personas Tactics Top of Funnel Funnel Advertising 48