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. This is where buyer profiling can be helpful. Buyer Personas.

The Future of Buyer Personas is Social - Part 1

Tony Zambito

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. 

How to flesh out your B2B buyer personas

Integrated B2B

Buyer personas have been used for years to help marketers hone in on what causes purchasers to make positive buying decisions. B2C buyer personas are relatively straightforward. Where do they work? B2B buyer personas are a tad more difficult.

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. Buyer insight difference.

8 Rookie Mistakes You Might Be Making With Buyer Personas

Hubspot

Creating buyer personas is an essential part of building a successful inbound marketing strategy. Without documented buyer personas, essential inbound marketing tasks such as creating engaging content can be challenging. 1) Too many personas.

Building Character: How to Design Buyer Personas That Align With the Customer Journey

Content Standard

The Customer as Protagonist: Designing Robust Buyer Personas for CX Marketing Strategy. Mapping helps you to expertly navigate that road and understand which moment is right to begin a conversation with a brand persona in mind.

Why B2B Marketing Buyer Personas Rule

B2B Marketing Traction

When I created B2B marketing buyer personas (“personae” for those of you who studied Latin) for one of my clients last year, it became crystal clear why they beat working from demographic and even psychographic profiles hands-down. Tweet.

How to flesh out your B2B buyer personas

Integrated B2B

Buyer personas have been used for years to help marketers hone in on what causes purchasers to make positive buying decisions. B2C buyer personas are relatively straightforward. Where do they work? B2B buyer personas are a tad more difficult. So, how can you possibly create an accurate persona when you’re trying to nail down several different personalities, lifestyles, and habits? Psychographic Information.

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?”.

How to Use Psychographics in Your Marketing: A Beginner's Guide

Hubspot

What could really be at work here is that you''re probably ignoring psychographics. To give you a clear definition of what psychographics are and some ways you can use psychographics to support your marketing efforts -- with a specific example, to get you familiarized -- continue below.

Why brand development matters and how it works

Stevens & Tate

You want to impress your prospects and brand development does a lot of the work for you. You want to figure out your brand’s buyer persona. This includes your audience’s demographic and even their psychographics, such as their goals and motivations.

How Working towards Sales Readiness is Beneficial for B2B Companies

Valasys

As a business expands its outreach to new buyer personas, expands its niche market, launches new products, acquires new firms & targets new geographies, the dynamics of the business change. Marketers should create negative personas to identify the leads that will never convert.

10 Simple Reasons Why Your Lead Nurturing Strategy Isn’t Working

PureB2B

When it comes to lead management, attracting potential buyers is only the beginning. A Lack of Communication with Buyers. To help with personalized and targeted content, start by creating unique buyer personas or fictionalized representations of your key market segments based on similar demographic and psychographic characteristics. While it’s not complicated to write triggered emails, it is hard work to set up the triggers throughout your nurturing campaign.

4 Simple but Strong Ways Agencies Boost Brand Trust

Marketing Insider Group

Working with the right agency can establish your brand as a trustworthy thought leader in your industry. To do that, companies create buyer personas. Buyer personas are fictional representations of your company’s ideal customer based on data and research.

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How to Maximize Your Inbound Strategy

Act-On

We’ve also built best-in-class inbound features in our platform, according to Forrester , to help marketers do the best work of their careers. The role of personas. We have to nurture them through a decision-making process (the buyer’s journey).”. “We What is a buyer persona?

Developing a Content Strategy: 25 Questions to Ask Your Team First

ClearVoice

And let’s not forget the customer — content has to meet the needs of the customer at each phase of the buyer’s journey. You know your target customers based on your gut or your everyday encounters with buyers, right? Don’t wait until year-end to discover your plan didn’t work.

Why should you opt-in for B2B Contextual Marketing?

Valasys

Marketers now, have more information than ever before when it comes to their buyer-persona. Contextual marketing matches customer preferences & focuses on delighting those using personalized experiences, to finally convert them to buyers.

Behind the Scenes: What Does the Client Onboarding Process Look Like at SmartBug Media™?

SmartBug Media

Ever wonder what it’s like working with SmartBug Media? We love working (and winning) for our clients. Here’s a behind-the-scenes look at SmartBug’s™ client onboarding process to illustrate what you can expect within the first 30 days of working with us. Buyer Personas.

Account-Based Marketing + Inbound Marketing = Best B2B Marketing Strategy?

Valasys

This strategic business marketing approach, to target an account or a company instead of individual buyers, creates better chances for conversions by shortening the buyers’ journey which boosts the Return on Investment (ROI).

Market Research: How to Increase Sales in a Competitive Market

ConvertKit

Once you have created your target audience demographics, you can move on to understanding their psychographics. Instead, let’s take a moment to answer some of these questions as it relates to your buyer persona.

7 Most Sizzling B2B Marketing Trends in 2019

Valasys

The B2B industry flourishes by capturing the interests of the buyer personas based on their past buying preferences & researching habits, their demographic, firmographic, technographic & psychographic data.

Market Research: How to Increase Sales in a Competitive Market

ConvertKit

Once you have created your target audience demographics, you can move on to understanding their psychographics. Instead, let’s take a moment to answer some of these questions as it relates to your buyer persona.

The Step-by-Step Guide to Creating a Complete Marketing Strategy in 2019

Hubspot

Create buyer personas. A buyer persona is an example of your ideal customer. With this description, Macy's Marketing department can picture Budgeting Belinda and work with a clear definition in-mind. You don't have to create your buyer persona with a pen and paper.

B2B Lead Generation Ideas: A Full-course Content Planning Dinner

DivvyHQ

Hors D’oeuvres: Tasty Morsels for Your Buyer Personas. As you build buyer personas and seek to understand what motivates their decisions, you likewise should begin to plan tasty morsels of content that will attract and engage those prospects. The Economic Buyer.

This Company Has a Perfect Ecommerce Website Design for Inbound Marketing

Hubspot

ModCloth uses their blog to move potential buyers through the marketing and sales funnel, just as it’s designed to do. In addition to working hard for the business, the blog is also a great way for people to spend a few minutes of downtime.

KickFire’s all-new IP-to-company API Aims at Optimizing B2B Firmographic Data

Valasys

Market Segmentation : The market segmentation with the help of NAICS or SIC code helps the marketers in deducing which industries entail the major chunk of personas that a company wishes to target.

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5 Marketing Plan Examples to Help You Write Your Own

Hubspot

Using data to optimize your content strategy spreads more awareness for your book, gets more people to subscribe to your content, converts more subscribers into buyers, and encourages more buyers to recommend your book to their friends. You did it.

How to Reach Your Audience with Content Distribution

PureB2B

Either way, you should create detailed buyer personas, taking into account the demographics and psychographics of your target audience. Buyer Persona Example). Where do they work (industry and niche), and what is their job role? Psychographic Data. Again, you can always go back to your buyer persona data to determine how you can best reach your audience in time for the holiday rush.

What is Programmatic Advertising?

Strategic-IC

We look at what programmatic is, how it works and key B2B considerations. How Does it Work? Accounting for a range of demographic, psychographic, contextual and time sensitive considerations, programmatic already offers impact in B2C; it’s predicted that by 2019 , 67% of global digital display media will be bought and sold programmatically. How does programmatic work? Should you consider programmatic in B2B?

Nine Variables To Consider When Creating Remarkable Content

Marketing Insider Group

Many people call this “buyer personas” today (see Tony Zambito ). For this you want to understand both demographic variables (title, role, company size, industry) and psychographic variables (what keeps them awake at night?).

What Role Should Marketing Play in a Product-First SaaS Company?

SmartBug Media

Build Personas to Make Sales More Efficient. One of the first marketing exercises a product-first SaaS company should engage in is the creation of personas. A buyer persona (also called marketing persona) is a representation of your target customer. In B2B, we have to work a bit harder for those referrals, and this is where marketing can lend a helpful hand. Would you rather listen to this blog instead of reading it? Just click play below.

11 Ways of Using B2B Influencer Marketing

Valasys

Influencers instill in potential buyers a sense of trust which in-turn helps the brands in achieving their goal of Conversion Rate Optimization (CRO). Influencer marketing works both on “micro” & “macro” levels.

Segmenting Your Customers to Increase Content Marketing Reach

ClearVoice

When a piece of content is successful, you’re excited — but you’re not really sure why it worked or how to replicate the effect with future content. According to the B2B Content Marketing Report , 71% of marketers support two or more roles and buyer personas with dedicated content.

Do You Know Jack? How to Delight Your Most Important Marketing Asset

Hubspot

” the CEO declared with disdain, “We’ve obtained customers through successful marketing campaigns in the past, and we’re going to use the strategies that we know work. That may have worked in the past when businesses were advertising to the masses.

A Look Back at Our Top 10 Marketing Blog Posts of 2017

Circle Studio

In other words, while budgets and price will always play a role, buyers are increasingly looking for their A/E/C partners to provide them with an exceptional experience, from all phases of the relationship. The Role of Thought Leadership Content in the B2B Buyer’s Journey. The findings contain many valuable nuggets of insights into how B2B executives value and use content throughout the buyer’s journey. 5 Ways Marketing and HR Can Work Together to Win the A/E/C Talent War.

7 Digital Marketing Improvements for Manufacturers This Year (2018)

B2B Marketing Insights - WE•DO

This is mainly due to the ability of powerful digital tools and social platforms to find and target specific buyers. Build your buyer’s persona(s). A buyer persona is a snapshot of who your ideal customer is. Most of the time, this will represent a fictional buyer and not a real person. The buyer persona is made up of things like demographic information, behavior patterns, buying motivators, and goals.

The Ultimate Guide to B2B Marketing in 2019

Hubspot

If you’re not properly targeting your buyer persona, your promotions and advertisements will likely fall on deaf ears. Customers like (if not prefer) to work with account managers and salespeople. Before we dive in, though, make sure you understand the B2B buyer’s journey.

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