Marketing Insider Group

NOVEMBER 23, 2023

I’ve put together a list of some of the most important content marketing questions marketers at all levels — from CMO to SEO intern — have today. With SEO and social media marketing, you can direct organic (and qualified) traffic to your brand’s website’s blogs or to other content. When did content marketing start?

Content Marketing 221

Content Marketing Work Management Paid Search Agency Marketing Management 221

Tony Zambito

OCTOBER 26, 2020

This was quickly followed by other large organizations. An outcome is buyers and buying teams are scattered. To reset their buyer strategy for post-pandemic revival, leaders can take four actionable steps: Do buyer research to learn how buyer goals have changed. Refresh buyer personas and buyer journey mappings.

Marketing & Strategy 245

Marketing & Strategy Buyer Personas B2B Sales Interactive Marketing 245

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. In fact, it can be quite a complex effort for organizations to undertake. Buyer Profiling.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles Segmentation Profiling 100

Tony Zambito

JULY 17, 2016

People and professionals in organizations can have different intentions while working towards the accomplishment of organizational, as well as, individual goals. Understanding the difference between intent-driven and goal-driven behaviors allows for deeper levels of understanding buyers (customers). Transformation by Yu Luck.

Intent 100

Intent Buyer Personas CMO Work Management 100

Tony Zambito

MARCH 12, 2017

Just as well, the realization also has materialized that what has worked in the past, is not working today when it comes to understanding buyers. B2B companies are struggling to make gaining buyer insights more than the gathering of analytics, buyer intelligence, sales intelligence, and buyer personas couched in factual data.

Buyer Personas 251

Buyer Personas B2B Digital Transformation B2B Sales 251

Seismic

OCTOBER 28, 2021

In this new normal, buyer engagement consists of social selling, Zoom calls, and remote presentations. A buyer in 2021 starts their day at a desk, most likely in their home office. A buyer journey that previously started at an industry conference now begins on LinkedIn and consists of review site searches and case studies.

Work Management 52

Work Management Marketing Management Buyer's Journey Sales Cycle 52

Tony Zambito

NOVEMBER 1, 2015

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. One of the key premises of user personas and buyer personas, since their origins, are they can foster a common view of customers within organizations.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles B2B Marketing Paid Search Agency 100

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. This same urge is being applied to buyer personas.

Buyer Personas 102

Buyer Personas Ideal Customer Profiles Profiling CMO 102

Tony Zambito

SEPTEMBER 28, 2016

In essence, what buyers are doing, from an activity standpoint, when it comes to their process, or journey, towards a purchase decision. The insights gleaned from such mapping can contribute to improving processes and experiences for customers and buyers. The buyer’s journey is about understanding movement.

Buyer Personas 100

Buyer Personas Buyer's Journey Case Studies Buy 100

Tony Zambito

APRIL 17, 2016

Whereby organizations have struggled to break the 39% ceiling, in several surveys completed by CMI (Content Marketing Institute) the past few years, claiming their content marketing efforts have been somewhat to very effective. Bringing organizations, no closer to customers or buyers than when they first began technology implementation.

Buyer Personas 100

Buyer Personas Research Personalization Marketing Budget 100

The ABM Agency

APRIL 10, 2023

As a director of marketing or CMO at a large or enterprise B2B SaaS organization, understanding and implementing ABM is essential for staying ahead in today’s competitive landscape. This personalized touch helps build trust and fosters long-term business partnerships that drive revenue growth over time.

Account Based Marketing 97

Account Based Marketing Top of Funnel Enterprise Management Work Management 97

The ABM Agency

APRIL 21, 2023

Reading Time: 13 minutes Winning strategies for account-based marketing (ABM) are essential for any director of marketing or CMO at a large B2B SaaS organization. We’ll start by discussing the importance of understanding your buyer personas and defining your ideal customer profile. Developing Buyer Personas C.

Account Based Marketing 52

Account Based Marketing Ideal Customer Profiles Marketing Strategy Marketing & Strategy 52

Tony Zambito

MARCH 6, 2016

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.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles B2B B2B Sales 100

Tony Zambito

JUNE 6, 2017

While organizations may have decreed that the purpose for all this data crunching is for customer-centricity, something else may be happening unintentionally. An outcome of insularity is organizations can develop an over-reliance on quantitative data in all aspects of a business. Insular We Have Become. Stories From The Best Source.

Marketing AI 214

Marketing AI Paid Search Agency Buyer Personas Companies 214

Tony Zambito

SEPTEMBER 27, 2015

When the concept of customer experience burst onto the business world in the late ‘90’s, a natural extension became customer journey mapping. In fact, the first large scaled buyer persona development initiative ever done was accompanied by detailed customer journey mapping in 2002. Some are heeding to this call.

Allocation 100

Allocation Buyer Personas CMO Press 100

Tony Zambito

APRIL 14, 2011

At this particular juncture, we are beginning to see some evident changes in buyer relationships and what new expectations are becoming parts of the buyer-seller landscape.    Changes that organizations today will need to plan for, adapt to, get ready for, and begin to strategize about: Buyer Experience.

Buyer Personas 100

Buyer Personas Buyer's Journey Wikipedia Social Networks 100

Tony Zambito

MARCH 6, 2017

A new era of business will develop in the next 10 years that will fundamentally change how organizations work, conduct business transactions, and establish relationships. It is troubling to see in the world of buyer personas, for instance, many mistakenly created buyer personas representative of buyer intelligence rooted in the past.

Digital Transformation 253

Digital Transformation Buyer Personas Lead Ranking B2B 253

Mereo

SEPTEMBER 29, 2022

Buying committees are on the rise in the new B2B buyer journey. You want their deciding team to look upon your organization and unanimously agree: “Yes. In the 2022 DemandGen survey of 340 B2B executive buyers , 68% indicated this was the most important element in their ultimate solution decision. PUT BUYERS FIRST.

Buy 41

Buy B2B Thought Leadership Buyer's Journey Case Studies 41

Content4Demand

NOVEMBER 16, 2021

Bombora’s Intent data is at an account level, which won’t on its own give insights about personas. The most progressive B2B organizations are using intent to help segment audiences and serve them content that is relevant to their interests at the right time. This also depends on the type of intent data you are using.

Intent Data 99

Intent Data Top of Funnel Intent Relevance 99

Tony Zambito

MAY 31, 2017

For example, if an organization adopted Miller Heiman, sales began their efforts with filling out as much of the “blue sheets” as possible. An outgrowth of this approach led to many organizations creating major account, national account, and global account sales teams. Making the need for buyer insights greater than ever.

Account Based Marketing 211

Account Based Marketing ABM Digital Transformation Paid Search Agency 211

Mereo

JANUARY 6, 2022

All signs indicate a need for leadership to prepare for more waves of employee turnover — as well as for a changing buyer journey. Others are calling on us for advice about their next move to new leadership roles at different organizations. IDENTIFY AND ADJUST TO NEW BUYER JOURNEYS. In September 2021 the U.S.

B2B 45

B2B Buyer's Journey Buyer Personas B2B Sales 45

Tony Zambito

JANUARY 29, 2017

Per recent surveys by IBM, KPMG, and Gartner, you will find that more than half of CEOs surveyed believe their organizations will be significantly transformed by digital-centric globalization. Whereby, rethinking buyer persona development and insight gathering in a digital-centric world becomes a necessity.

Digital Transformation 100

Digital Transformation Buyer Personas Ideal Customer Profiles B2B Thought Leadership 100

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

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. This is where I need your help.

Buyer Personas 100

Buyer Personas Customer Surveys Ideal Customer Profiles Organic Leads 100

Tony Zambito

NOVEMBER 22, 2015

Many organizations are undergoing digital transformations in order to improve customer interactions, engagement, and understanding. 2 – Persona-Based Common Views. Organizations should strive to develop buyer personas , user personas, and customer personas. 4 – Customer Journey Mapping.

Buyer Personas 100

Buyer Personas Lead Ranking Buy Research 100

Tony Zambito

MAY 23, 2017

Despite the advent of an overflowing introduction of new marketing approaches, acronyms, and concepts in the past decade, the ability to plan remains an inherent struggle for many organizations. Whereby there is a natural and organic flow to meeting the challenges these three forces present. The New Marketing Planning Cycle.

B2B Marketing 227

B2B Marketing Planning Buyer Personas B2B 227

Tony Zambito

OCTOBER 26, 2015

These two are: CEOs and CMOs have a growing concern about the relevancy of their products and services in the digital economy. CEOs and their organizations are finding it hard to keep pace with new digital technologies. Redefining The Meaning Of Buyer Understanding.

Buyer Personas 100

Buyer Personas B2B Paid Search Agency Ideal Customer Profiles 100

Tony Zambito

OCTOBER 27, 2018

This transformative upending in B2B commerce has led to both buyers and B2B organizations viewing customer experience as a more important factor than product and price. Many customer experience efforts by B2B organizations have content marketing as a cornerstone for such initiatives.

B2B 165

B2B Amazon Buyer Personas Fulfillment 165

Tony Zambito

JUNE 5, 2016

Applying models, diagrams, processes, mapping, journeys, and the like to, as one Vice President of Marketing put it to me, “make customer experience happen” in their organization. Understanding How Customers Desire and Perceive Experience Through Buyer Persona Research. Buyer persona research can play a role.

Buyer Personas 100

Buyer Personas Research B2B Correlation 100

Tony Zambito

OCTOBER 23, 2016

We have also seen organizations struggle with how best to adapt to new market dynamics related to customer behaviors and the role of content in reaching customers. What CMO’s need to be on guard for is falling prey to a myopic view of customers without assessing how markets are changing.

Enterprise Management 100

Enterprise Management Marketing Strategy Marketing & Strategy Work Management 100

Tony Zambito

NOVEMBER 2, 2016

Digital disruption means organizations must stay alert to how an existing market strategy may have to undergo reinvention. In essence, developing a periscope capability to understand how markets will be affected and what opportunities present themselves to their organization. Change can happen in just a few short years.

Organization 100

Organization Enterprise Management Marketing Strategy Marketing & Strategy 100

Tony Zambito

SEPTEMBER 19, 2016

The struggle for many organizations is having the ability to gain functional insights from an overwhelming cascade of numbers. One area CMOs need to be on guard for is the latest hype of connecting the buyer’s journey to content marketing campaigns. Where misinformation about buyer personas is rampant.

Buyer Personas 0

Buyer Personas Planning Paid Search Agency Content 0

Tony Zambito

DECEMBER 13, 2015

There is a significant problem with this prevalent perspective that exists in the world of marketing and sales: humans, thus buyers, do not make decisions in near-perfect rational, systemic, and predictable ways. Steps, Stages, Phases, And Journeys. They can help lay a foundation of how organizations and people will consider decisions.

Buyer Personas 100

Buyer Personas Lead Ranking B2B Sales Research 100

Tony Zambito

OCTOBER 18, 2015

The concept of breaking down a potential market or industry into smaller target segments is a standard technique taught in business schools and used by many organizations. The understanding of not only the segments and organizations that buys but also the individual that buys. Then the Internet came along and changed everything.

Ideal Customer Profiles 100

Ideal Customer Profiles Profiling Buyer Personas Marketing Management 100

Tony Zambito

FEBRUARY 28, 2016

It is neat, suggests easy ways to align or adapt content, and leads people to believe they understand the buyer’s trip to a purchase. The result, however, is an unfounded need to keep creating multiple content assets throughout a perceived journey. Buyers Frame Their Issue Through Scenarios – Not Journeys.

Buyer Personas 100

Buyer Personas B2B Content B2B Sales 100

Marketing Insider Group

NOVEMBER 15, 2022

While the CMO is still the “coach”, their playbook and plans need to align and converge across multiple focus areas and achieve both synergy and alignment. That’s fundamental to human psychology and face it – no marketing organization develops marketing plans and makes investments to be just “average”. Time will tell.

B2B Thought Leadership 240

B2B Thought Leadership B2B Marketing Planning Top of Funnel 240

Tony Zambito

NOVEMBER 8, 2015

Understanding Buyer Interactions Matter. How new buyers and repeat customers are interacting with organizations today is putting many companies on the spot to adapt. Buyer interviews and on-site observations (ethnographic-based) can yield deeper insight into the why context and enable organizations to build empathy with buyers.

Buy 100

Buy Buyer Personas Acquisitions Correlation 100