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. Compounding the issue today is the prevalent use of the term buyer persona to describe customer segmentation and buyer profiling efforts. Demographics. This is where buyer profiling can be helpful. Buyer Profiling.

How Understanding The Goals And Intent Of Buyers Can Transform Marketing

Tony Zambito

Understanding the difference between intent-driven and goal-driven behaviors allows for deeper levels of understanding buyers (customers). Primarily, it helps with making sense of the tasks and activities buyers perform. This is also an important principle behind buyer insights research and buyer persona development. The many articles, books, and promotional material written about buyer personas, in general, are missing this key point. Transformation by Yu Luck.

Insiders

Sign Up for our Newsletter

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

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. 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.

Never Miss Out on Install Based Marketing – Segmenting Install Base List By Demographics

Unbound B2B

As such marketers are better able to compare and understand opportunities in different segments by creating customer profiles. Examples include demographics and firmographics. The most common methods of market segmentation often deal with the part of the customer journey that ends with the buyer making the purchase. Figure 4: B2B buyers are more likely to switch brands if communications are not personalized. Figure 5: The customer deciding journey.

A Guide to Researching Leads Before a Sales Call

PureB2B

In this fast-paced industry, buyer needs and demands are ever-evolving. Researching your sales leads will help you contextualize their situations , problems, and needs beyond a simple buyer persona or stage of the buyer’s journey. Remember, all the actions your prospective buyer takes is driven by a goal. Contextualizing buyer situations and experiences isn’t as simple as your marketing data makes it seem. Blog Buyer's Journey Data-Driven Marketing Sale

Intent Data: A Direct Line into Prospects Ready to Buy Your Product or Service

SmartBug Media

That button, once clicked, would give you a live feed of people in your target demographic who are actively showing intent to purchase a solution that your product or service provides. It’s not as simple as a magical button on your browser homepage—but it is a very real set of data analytics based on consumer behavior across the web (not just on your website) that: Gives you a front-row seat to live buyer activity, shows you the buyer’s pain points.

What a Digital Marketing Persona *Really* Is (and How to Create Them)

SmartBug Media

This is where buyer personas come in. Buyer personas help you effectively connect your value propositions to customer pain points in a language they speak. A persona is a holistic profile of your current customers that clearly defines who they are and what drives them to buy, including physical and emotional needs. It’s more than a job position and goes beyond standard demographic questions. What technical and demographic customer information do you have?

How to Lose a Lead in 10 Ways

PureB2B

There are so many targeting tools you can use to create powerful, personalized emails that are far more likely to resonate with your leads based on their demographics, preferences, and personal profiles. Blog Buyer's Journey Lead Management Marketing Mistakes Sales Sales FunnelAre you inundated with articles telling you to nurture your qualified leads?

Leads 69

What Demand Marketing Really Means

PureB2B

All marketing efforts are geared towards one goal—to delight consumers and customers throughout all stages of the buyer’s journey. Both demand creation and demand generation focus on the awareness stage in the buyer journey, whereas lead generation efforts focus on the later stages in the buying journey such as the consideration and decision stages. And this must extend beyond simple information such as their basic demographics.

How to Use Buyer Personas in the Financial Services Industry

SmartBug Media

Ryan Malone, CEO of SmartBug Media™, explains a buyer persona as “a profile that describes your ideal customer.” Understanding your buyer personas is a critical first step in any financial services marketing campaign. Developing Buyer Personas. When you define a buyer persona, you identify the ideal customers for your financial services company and what makes them want to work with you. Let’s create a sample buyer persona for that credit union.

3 Questions to Answer When Creating Personas for B2B Marketing Campaigns

Launch Marketing

Consider these questions when defining the B2B buyer personas for your marketing campaigns. Firmographic characteristics are used by B2B organizations in the same way that demographic characteristics are used by B2C organizations. Where Are They in the Buyer’s Journey?

Capturing Your Buyers’ Most Meaningful Online Behavior

ANNUITAS

Seventy-six percent (76%) of buyers expect companies to understand their needs and expectations before ever getting on the phone. There is a massive divide between what buyers want to discuss with sales vs. what sales wants to discuss with buyers.

Translating Online Behavior into Meaningful Conversation (Part One)

ANNUITAS

Seventy-six percent (76%) of buyers expect companies to understand their needs and expectations before ever getting on the phone. There is a massive divide between what buyers want to discuss with sales vs. what sales wants to discuss with buyers.

5 Reasons Why You’re Getting Bad Leads

ANNUITAS

To understand why it’s happening to you, you need to take into consideration the full buyer journey, starting with how to define a lead and evaluating how your lead management framework maintains sustainable lead sourcing, nurturing and conversion. . Let’s talk about leads.

How to Improve Your B2B Content Marketing

B2B PR Sense

Items to analyze include demographic information, keywords used and favorite networks. Craft Content for All Stage of the Buyer's Journey. We call these basic phases the buyer's journey , and it goes like this. Awareness stage: The buyer realizes he or she has a problem. Consideration stage: The buyer knows what the problem is and researches potential solutions. Decision stage: The buyer is ready to make a decision.

How to Create Accurate Buyer Personas

Sharpspring

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.

Is Employee Advocacy Just for B2B?

Onalytica B2B

There’s no denying that the attributes of a B2B buyer differ greatly from a B2C consumer’s. B2B buyer journeys are much longer and more complex with a higher average purchase price, compared to buyer journeys in B2C which tend to be much shorter, more impulsive and lower value purchases. Regardless of whether the customer is a buyer or a consumer, they are increasingly trusting brands less and people more.

B2B 159

The Evolution of B2B Marketing Segmentation – Where Do You Stand?

Inbox Insight

This calls for more granular data that steps beyond basic geographic or demographic segmentation. As people progress down your buyer journey, you want to ensure they stay within it. This requires the necessary data to serve relevant messages that resonate with their buyer stage.

26 Acronyms Every B2B Marketer Should Know

Triblio

BOFU (Bottom of the Funnel): the third section of the sales and marketing funnel, below TOFU and MOFU, that maps to the “purchase” stage of the buyer journey. ICP (Ideal Customer Profile): a description of the ideal buyer persona for your product or service.

MQL 78

2020 Tips: Developing Buyer Personas

Sharpspring

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.

Use These B2B Marketing Automation Workflows to Generate More Deals

Unbound B2B

You can also manually set up personalized lists based on your business demands (for example, their engagement pattern, demographics, etc.) Simple, you’ll need to build an automated marketing workflow that can help you establish specific processes for each stage of the buyer journey.

How we Automate Outbound for sales

Albacross

Use Albacross to reveal your website visitors and enrich their company and profile data. Typically, we collect a mix of demographic data like the data points listed in the first section of the table below. Demographic Data.

Ins And Outs Of B2B Intent Data Explained

Unbound B2B

As an illustration, the baby boomer buyer persona loves Quaker oats. Fortunately, the new B2C marketer does not need to invent a demographic information based persona to sell breakfast to the millennial as the baby boomer marketer did. Introduction.

What is a Buyer Persona Insight? And, how to develop a rockstar B2B buyer persona?

Business Brainz

The global pandemic is profoundly changing the face of the B2B buyer. B2B revenue leaders and marketers are spending a lot of their time focusing on understanding buyer personas. One of the best ways to dive deep into your prospective customers is by building a buyer persona insight.

Overcoming the Five Challenges of Scaling Marketing and Sales Campaigns

ANNUITAS

It’s not just that they aren’t up to the job of consistently delivering high-quality leads; campaigns can actively drag your marketing and sales efforts down, harm your customer journey, and operate with a negative ROI, making it impossible to create a repeatable framework of success.

How B2B Buyer Insights Provide Next Level Marketing Segmentation Success

Inbox Insight

Read on to uncover how B2B marketing segmentation is advanced by B2B buyer insights…. Putting the right message in front of the right buyer to generate the right response is key to effective B2B marketing. how B2B buyer insights can help tailor their content strategy.

Eloqua tactical: How to create your own Eloqua lead scoring model

Eloqua Tips and Tricks

Profile + Engagement = Lead Score. There are two sides to co-dynamic lead scoring in Eloqua: Profile. Profile fit. Information that a Contact volunteers through forms or that you read about on their business card or LinkedIn profile. Profile (Demographic).

Quality Intent Data Benefiting Demand Generation

PureB2B

You should be able to create a much more segmented list than the usual demographics your CRM data churns out. Demographic segmentation is one of the most important tenets of marketing.

How to Pair AI with Inside Sales to Grow Your Business

Marketo

Inside sales has always been a high-touch and highly professional strategy for reaching out to business buyers with a targeted message. ABM is moving inside sales teams away from traditional lists and leads and helping them analyze customer data to build their ideal customer profile (ICP) and use that insight to identify prospects most likely to convert to customers. Here’s how your inside sales team can pair AI with ABM to grow your business: Build your ideal customer profile.

Top 5 Integrated Marketing Mistakes and How to Fix Them

Walker Sands

As the number of marketing channels to connect with our audiences continues to rise, integrating your efforts is an effective way to efficiently move prospects through the buyer journey and fuel your sales pipeline.

The 2 Most Important Concepts For B2B Content Marketing Success

The Forward Observer

The most effective way to build a content strategy is to start with just two concepts: 1) your buyer persona and 2) your buyer’s journey. By focusing on your buyer persona and the buyer’s journey, you’ll have addressed the two most important elements of an effective content marketing strategy. 1) Buyer Persona. Unfortunately, there is some buyer persona malpractice being committed by marketers. 2) The Buyer’s Journey.

5 Types of Intent Data to Drive Demand Generation

Inbox Insight

It can take an average of 12 searches before a B2B buyer engages with a brand, according to Google. By analyzing the trail of micro signals left behind by prospects, marketers can map the buyer journey from the earliest stages, and create relevant content to intercept the research process.

Why Intent Data is the Future of B2B Marketing

PureB2B

It is important to learn and understand the buyer journey and their purchase decisions to implement better lead generation strategies, intent data makes this process more efficient. This information helps B2B marketers gain more insight on customers, making it easier for companies to personalize the buyers journey. Understanding your buyers Ensuring Data Quality Managing and Modeling Data Aligning Sales and Marketing Managing your Timing.

How To Launch An Account-Based Marketing Program From Scratch

bizible

Next define your ideal customer profile (ICP) and identify the data points that align accounts to your criteria. ICP contrasts with customer personas in that the former is a customer (or really prospect) type whose demographic factors can be clearly defined. Within these ideal customer profiles are “account personas” and these are the typical buying unit involved in the sales process. Personalization can be based on where the recipient is in the buyer journey.

LinkedIn vs Facebook: Which Will be Better for B2B in 2021?

Oktopost

Bring demographics into the mix and the gulf between the two platforms grows even wider. To understand where you should be and with what message, you must map out the buyer groups within companies in the industry you’re targeting.

15 of the Best Account-based Marketing Software for 2020

Hubspot

When using it, you can make an ideal customer profile, or ICP. This ICP will help HubSpot automatically tier prospects based on how good of a match they are to your profile. Users of Demandbase's software experience ABM programs throughout the entire customer journey.

Quality Intent Data Benefiting Demand Generation

PureB2B

You should be able to create a much more segmented list than the usual demographics your CRM data churns out. Demographic segmentation is one of the most important tenets of marketing.