Business Brainz

JULY 19, 2021

B2B revenue leaders and marketers are spending a lot of their time focusing on understanding buyer personas. Since B2B buyers have become more cautious, it becomes monolithic to understand them and their changing behavior. One of the best ways to dive deep into your prospective customers is by building a buyer persona insight.

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Buyer Personas Ideal Customer Profiles Account Based Marketing ABM 52

The Marketing Blender

DECEMBER 27, 2023

Whether you call it buyer personas, avatars, or target markets, knowing who is most suited to pay for your service or product is crucial. We’ll explore how to navigate the intricacies of buyer personas and why it’s essential to recognize that people are complicated.

Organization 52

Organization Ideal Customer Profiles Brand Identity Branding 52

Tony Zambito

NOVEMBER 28, 2011

Process : the buying process, or the more recent trendy description of buyer’s journey, is undergoing change as well.    Well documented over the past two years is how buyers are typically 70% into their buying processes before encountering direct sales interaction.    The Future. . 

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Buyer's Journey Trends Elasticity Fulfillment 100

Tony Zambito

APRIL 17, 2011

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.  Circumstances under which a document was created, including its function, purpose, use, time, the creator, and the recipient.

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Buyer Personas Buying Cycle Buyer's Journey Demand Generation Agencies 100

SmartBug Media

OCTOBER 22, 2019

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. Personas can help with many facets of your business, but in this article, we concentrate on their application to digital marketing.

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Buyer Personas Planning Deliverability Paid Search Agency 60

Launch Marketing

APRIL 19, 2023

These marketing efforts should keep customers top of mind at an individual buyer persona level while considering the broader needs of the organizations that these personas represent. Another element of customer marketing in B2B marketing is determining what’s needed at each stage of the buyer journey.

Top of Funnel 118

Top of Funnel Tactics B2B Marketing Work Management 118

Heinz Marketing

APRIL 29, 2021

With no alignment, the funnel breaks, prospects receive mixed messaging poorly targeted to where they are in the buyer journey. Types of content that you should include in sales collateral are assets like buyer persona documents, how-to guides, FAQs, playbooks, battle cards, and more. Educate and Coach.

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Top of Funnel Account Based Marketing ABM Practices 135

Seismic

MARCH 24, 2020

See below for some of the key findings: Documenting Content Strategy. Having a content marketing strategy is important, but what good is a strategy if it’s not documented? Documenting your strategy allows for you to map key content to the buyer journey, as well as find gaps in your content, messaging, and overall strategy.

Top of Funnel 66

Top of Funnel Content Marketing Paid Search Agency Content 66

Biznology

SEPTEMBER 6, 2017

operational vs. financial vs. compliance), so it’s often cost-effective to produce several explainer videos as a package or series geared to different personas. This is especially the case for technical documents that describe processes and relationships. Different viewers may value different results (e.g.,

Tactics 150

Tactics RFP Top of Funnel Video Marketing 150

Martech

MARCH 10, 2022

More and more, the buyer journey is conducted digitally: Two-thirds of B2B buyers say they are now “self-serving” more information before contacting vendors. Hierarchical taxonomy: Ensure the prioritization of the audiences is clear and documented. Ideal e-tailer profile. Why use them?

Account Based Marketing 107

Account Based Marketing Ideal Customer Profiles Enterprise Management Work Management 107

DemandBase

SEPTEMBER 1, 2020

Customer lifecycle journey mapping for post-sale, by customer persona. Buyers journey update/refresh by buyer persona that reflects a no-event view for the time being. Buyer and customer persona refresh (and providing enablement on them). Document and share the insights attained.

Ideal Customer Profiles 130

Ideal Customer Profiles Work Management DemandBase Marketing Management 130

Content Standard

OCTOBER 22, 2018

And so it’s an altogether unwelcome surprise that, according to the Content Marketing Institute’s 2018 research, a mere 37 percent of B2B and 38 percent of B2C marketers have a documented content strategy. Almost every marketing strategy starts here, so it’s likely you already have this information documented.

Top of Funnel 74

Top of Funnel Organization Planning Enterprise Management 74

Circle Studio

FEBRUARY 26, 2020

The circle S view of business alignment is that every organization needs to have four core pieces in place to be successful: A documented business strategy. One way to get inside the customer’s mind is by developing buyer personas. Each persona will have unique questions and communication preferences at each stage.

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Planning Effectiveness Lead Scoring Lead Ranking 88

Only B2B

NOVEMBER 27, 2019

Marketers who document strategy are 538% more likely to report success than those who don’t and Marketers who document process are 466% more likely to report success than those who don’t. Key takeaway: It is important that you have a documented demand generation plan which fits into the bigger realm of your marketing plan.

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Demand Generation Agencies Demand Generation Statistics Demand 104

Engagio

MARCH 16, 2020

Customer lifecycle journey mapping for post-sale, by customer persona. Buyers journey update/refresh by buyer persona that reflects a no-event view for the time being. Buyer and customer persona refresh (and providing enablement on them). Customer advocacy program and reference process update.

Ideal Customer Profiles 133

Ideal Customer Profiles Work Management Marketing Management Budget Programs 133

SmartBug Media

APRIL 13, 2020

Marketo has plenty of documentation of how to use transition rules , but when should you use them? When your streams represent different stages in the buyer journey, filtering by stream can be a useful proxy for how many people are in each stage of your funnel. Build based on persona. When Should You Use Transition Rules?

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Marketo Rules Top of Funnel Advertising Funnels 105

Leadspace

FEBRUARY 9, 2021

To do this, sales and marketing teams need to: Review and analyze personas and agree on who they are. Create buyer journey scenarios to map out how the lead scoring will work. To make this work, you’ll need to assign a framework of scoring or grading based on actions, prospect behaviors, and personas.

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Conversion Rate Lead Ranking Sales Qualified Leads Lead Scoring 71

Marketing Insider Group

MARCH 29, 2012

Content Marketing: The process of publishing the content your audience seeks, in all the places they search, for each stage in the buyer journey. Content Strategy: The framework including people, process and tools to deliver the content your audience seeks, in all the places they search, for each stage in the buyer journey.

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Curation Marketing Management Content Marketing Buyer's Journey 100

Only B2B

NOVEMBER 28, 2019

You may have program objectives, buyer persona profiles as well as a content strategy but you have nothing to link them together. You may have, in this case, never taken out the time to connect your resources and your key messages at each stage of your buyer journey.

Top of Funnel 120

Top of Funnel Demand Generation Demand Planning 120

Adobe Experience Cloud Blog

FEBRUARY 15, 2017

Identify Your Personas. Once you have a good understanding of the vertical, start identifying your personas so you can map their buyer journeys and understand how they interact with the different touchpoints at each stage. How are they different from the personas in other segments?

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Verticals Work Management Lead Ranking Sales Qualified Leads 132

ANNUITAS

MARCH 19, 2013

Yes, a lot has been written lately on the use of buyer personas, or how content marketing “starts with the buyer, or the importance of mapping the buyer journey. Yet, according to Forrester , only 14% of marketers align compelling content with buyers’ journeys. What does the buyer look like?

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Buyer Personas Buying Cycle Forrester Buyer's Journey 100

SmartBug Media

SEPTEMBER 28, 2020

Personas: They know little about their ideal customer and have not defined buyer personas. Personas: They understand their ideal customer but have not defined buyer personas. Personas: They understand their ideal customer and have defined their primary and secondary buyer personas.

Sales Qualified Leads 96

Sales Qualified Leads Paid Search Agency Marketing Automation Services Buyer Personas 96

6sense

DECEMBER 17, 2021

And no matter how diligently documented past conversations might be in a CRM, those notes never reflect the real-time, right now sentiment of the buyer or the health of a deal. Multi-threading is a B2B selling strategy in which reps address the concerns of multiple personas on the buying committee throughout the sales process.

Account Based Marketing 62

Account Based Marketing Relevance ABM Conversion 62

DivvyHQ

JUNE 5, 2023

Mature content teams that work from a documented content marketing strategy can probably answer this easily. POP QUIZ: If you produced a piece of content today, how does it align (or map) to your company's strategic goals? But if you're not sure, perhaps you need to walk through a content-mapping exercise.

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Content Marketing Strategy Marketing & Strategy Content Marketing 101

The Lead Agency

MAY 5, 2019

Common Problems with Manufacturing Marketing Identifying the Target Market Only 39% of manufacturing marketers surveyed have buyer personas. Once you know the answers to these questions, you can focus your marketing activities on the channels and strategies to use for effective communication at each stage of the buyer journey.

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Paid Search Agency Advertising Agencies Tips Marketing Budget 63

SmartBug Media

OCTOBER 20, 2021

Understand your buyers - Conduct research externally and internally to be sure you understand: Personas - How & where do they consume content? Buyers Journeys - pain points? Document sharing and tracking - who viewed your attached document and for how long?! How do they make decisions? Email templates.

Hubspot 52

Hubspot Marketing Proposals Template Buyer's Journey 52

ActiveDEMAND

MAY 18, 2021

Our favorite way of presenting these marketing insights is to tell short lead stories about real prospects and how marketing helped bring them through the buyer journey. Strategy services to consider building and selling: Persona development. Buyer/User journey creation. Goal, strategy, tactic development.

Paid Search Agency 54

Paid Search Agency Advertising Agencies Ad Agencies Marketing Strategy 54

Tony Zambito

JULY 17, 2016

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.

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Intent Buyer Personas CMO Work Management 100

ANNUITAS

JANUARY 21, 2016

I’ve seen some pretty fluffy buyer personas in my career. What does a cheesy stock photo and marital status have to do with understanding a buyers’ decision making process, business pain points, and content consumption preferences?

Tactics 100

Tactics Top of Funnel Demand Generation Buyer Personas 100

Tony Zambito

JANUARY 29, 2017

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. And, why it necessitates a rethinking.

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Digital Transformation Buyer Personas Ideal Customer Profiles B2B Thought Leadership 100

Tony Zambito

APRIL 14, 2011

The social buyer persona that is emerging this decade is placing tremendous value in social expert networks.    The first being that the social buyer persona is looking to avail him or herself to expert knowledge that creates more confidence in decision-making.    Self-Directed Buyer Journeys.

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Buyer Personas Buyer's Journey Wikipedia Social Networks 100

Brightedge

JANUARY 27, 2020

The leaders of the teams should explain the documentation they will use so that both teams understand what this process will look like. Make sure the marketing strategies are built around precise personas and journeys. Make sure the marketing strategies are built around precise personas and journeys.

Top of Funnel 59

Top of Funnel Lead Generation Lead Scoring Lead Ranking 59

Brightedge

JANUARY 23, 2020

The leaders of the teams should explain the documentation they will use so that both teams understand what this process will look like. Make sure the marketing strategies are built around precise personas and journeys. Make sure the marketing strategies are built around precise personas and journeys.

Top of Funnel 59

Top of Funnel Google Lead Scoring Lead Ranking 59

Content Marketing Institute

MARCH 14, 2018

They’ve often “done more” of everything – experimented with more types of content marketing , become among the first to document their content marketing strategy and use social media platforms to distribute content, etc. Solid buyer personas certainly play a role. thus, we consider tech marketers “early adopters.”.

Research 105

Research Budget Programs Paid Search Agency Account Based Marketing 105

Hinge Marketing

JUNE 12, 2019

Ensure that you are getting top talent by keeping the interview process consistent with reusable documentation. Coaching: Put sellers in a position where they feel comfortable taking advantage of coaching through videos, webinars, and documentation. Continuous Training: Provide training that can be measured.

Top of Funnel 91

Top of Funnel Planning Enterprise Management Webinar Metrics 91

Strategic-IC

OCTOBER 21, 2019

Technology, automation and digitisation are changing processes - and buyer journeys - across all industries, verticals and markets, including B2B sales and marketing. Both sides of the business must be able to have regular, frank and documented discussions, to inform strategies and develop a deep understanding of the buyer.

Hubspot 72

Hubspot Software Process Sales Cycle 72

Only B2B

MARCH 15, 2018

Marketers who document strategy are 538% more likely to report success than those who don’t and Marketers who document process are 466% more likely to report success than those who don’t. Key takeaway: It is important that you have a documented demand generation plan which fits into the bigger realm of your marketing plan.

Sales Management 81

Sales Management Lead Ranking Top of Funnel Demand Generation Agencies 81