Overcoming The Content Personalization Challenge With Buyer Persona Research

Tony Zambito

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. The majority of content today is not hitting the mark with buyers and customers. Buyer Persona Research.

Are Your Buyer Personas Data Overkill?

Tony Zambito

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.

How to develop buyer personas for B2B marketing

Tomorrow People

Creating buyer personas is a powerful way to build the audience understanding every B2B marketing department needs for success, and an essential part of your campaign research. b2b promotional campaigns buyer personas

Rethinking Buyer Personas In An Era Of Digital Transformation

Tony Zambito

One means for the last sixteen years to understand customers and buyers have been the use of buyer persona development. It is time to rethink buyer persona development in this new era of digital disruption. Today, many buyers are also users and power users.

Your Recipe for Inbound Success

Speaker: Jen Spencer, VP Sales and Marketing, SmartBug Media

Jen will dive in deep how she did this at a fast-growing SaaS company that shows, among many other things, how you can use buyer personas and establish a cadence to ensure that your content is seen at the right stage of the buyer's journey.

Use Buyer Persona Research To Improve B2B Customer Experience

Tony Zambito

Customer experience has been and will continue to be one of the major influences on how buyers make choices. This type of recent B2B research, accompanied by others in the past few years, points to the major influence customer experience now has in B2B. by Creative Stall.

State Of Buyer Personas 2016 Survey

Tony Zambito

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.

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. by Gregor Črešnar.

The State of Buyer Personas 2012

Tony Zambito

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.

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. These profiles are made up of existing customer data, anecdotal observations, industry research and much, much more.

Creating Awesome Buyer Personas

ScribbleLive

It may be hard to find the time to create and maintain buyer personas, but some powerful new research from Cintell suggests it’s more than worth your while. Articulate the value of personas to all team members. Make a few key people accountable for personas.

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. In recent studies by IBM and other research studies on CEO sentiments, customer insight and understanding are identified as a top focus for CEOs.

Study Confirms Importance Of Qualitative Research To Success With Buyer Personas

Tony Zambito

A recent survey conducted by Cintell*, entitled 2016 Benchmark Study On Understanding B2B Buyers , indicates that high performing organizations utilized qualitative research for their buyer personas. Understanding Buyers And Customers Beyond The Rational.

State Of Buyer Personas 2016: Strong Correlation Between Effectiveness And Goals

Tony Zambito

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.

7 Tips for Using Buyer Personas in Lead Nurturing

Act-On

This extremely specific description of your model customer is a buyer persona. Buyer personas help you target prospects with surgical precision and nurture them with custom content they care about. Personas first, content second. Put the person back into persona.

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).

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

Tony Zambito

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. by Matt Brooks.

Why Buyer Personas Are Not a Waste of Time

ANNUITAS

A recent article on MediaPost raised the question “Are Buyer Personas a Waste of Time?” Based on this and the belief from 48Bricks that you simply cannot understand your customers, the assertion is that putting effort into the development of Buyer Personas is a waste of time.

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 persona that is developed becomes a foundation for any business that depends heavily on customer acquisition, conversion, and retention.

Dear Marketers, Buyer Personas Still Need A Makeover

ANNUITAS

There are a lot of misguided, well-meaning marketers working on beautifully crafted, useless personas. Now, I’m not joining the persona naysayers (you know who you are). There are a lot of reasons why personas are valuable: Personas build understanding.

Dear Marketers, Buyer Personas Still Need A Makeover

ANNUITAS

There are a lot of misguided, well-meaning marketers working on beautifully crafted, useless personas. Now, I’m not joining the persona naysayers (you know who you are). There are a lot of reasons why personas are valuable: Personas build understanding.

Reinvent B2B Sales With Buyer Personas

Tony Zambito

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.  Image via Wikipedia.

Buyer Personas Require Qualitative Research and Contextual Inquiry

Tony Zambito

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.  Image by XXC via Flickr.

Buyer Personas Require Regular Refreshing

Tony Zambito

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.   The Ascent of the Social Buyer (buyerpersonainsights.com).

3 Forces Shaping The Future Of B2B Marketing

Tony Zambito

Many executives, particularly Chief Marketing Officers, are in constant pursuit of understanding changing buyer behaviors and markets. In the past ten plus years, we have seen a tumultuous upheaval in both the world of buyers and how marketing is adapting. That is – buyer decisions.

Using Context for Social Buyer Persona Strategy

Tony Zambito

Without context in strategy planning for the new social buyer persona, we are left with a factual approach to identifying target social buyers.    We will attain indications on what social buyers are doing.  Image via Wikipedia.

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.

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. 

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.  Image by Krista76 via Flickr.

How Buyer Personas Can Sharpen B2B Marketing

The Forward Observer

That’s why the emergence of buyer personas as a marketing tool is becoming increasingly popular. Buyer personas are like an avatar crafted from direct interviews with as many buyers as possible. This is the centerpiece of the Core Buyer Persona.

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. However, it is intelligence that remains activity based regarding buyer activity on websites.

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? Research #B2Bchat personas

Reboot Buyer Insights To Drive B2B Growth

Tony Zambito

The scale of disruption will mean the B2B buyer and seller dynamic will continue to be rocked. It is safe to say that no industry or B2B markets will go without some form of disruption affecting buyers and buying behaviors. You Have An Internal View Of The Buyer’s Journey.

The Future of Buyer Personas is Social - Part 2

Tony Zambito

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.  The Connected Buyer. Image by daniel_iversen via Flickr.

Importance of Context to Understanding the New Social Buyer Persona

Tony Zambito

One of the major outcomes of the recent advances in the social age is the resurgence of contextually-based persona development and its’ role in helping to inform as well as shape strategy.    Buyers are self-directing and taking non-linear journeys based on situations and goals.

Creating Scenarios About Your Social Buyer Persona

Tony Zambito

  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.  Using Context for Social Buyer Persona Strategy (customerthink.com).

Future of Buyer Personas is Social - Part 3

Tony Zambito

This is the third part of a series of reflective articles on the future of buyer personas.  As I alluded to in part 1 , somehow buyer personas went wayward in being correctly defined.  Buyer persona development is more science than art. 

Engage the Social Buyer Persona

Tony Zambito

  As in we are engaging the buyer in the buying process for example.    The representation is still that the seller is in control and is engaging the buyer.    The buyer being the object of engaging.  Image by Maria Reyes-McDavis via Flickr.

Prevent Demand Generation Failure with Buyer Personas

Tony Zambito

In the article, Adam lays out three reasons why failure exists: Your plan is not built around your target buyer. What resonates throughout these three reasons is the need to build demand generation strategy around the B2B buyer.  Image by justin_levy via Flickr.

Rethinking Market Strategy In A Digital Economy

Tony Zambito

Additionally, the concept of clearly separated groups of buyers and users is being replaced by a new concept of networked groups who are simultaneously buyers and users making goal-directed decisions. by Delwar Hossain.