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5 Ways To Supercharge Your Personalization With Buyer Persona Insights

Tony Zambito

Buyer Personalization Will Matter As The Balance Of Power Shifts To Buyers In A “New World Order” Of Buying. New technologies accelerating a change in how sellers interact with buyers. Buyers shifting to digital self-serve preferences will grow.

Buyer Aligned Sales Processes Are In Need Of A Redesign To Succeed In A New Era For B2B

Tony Zambito

B2B Organizations Must Reinvent To Accomplish Buyer-Aligned Strategies Post-Pandemic. That they, in effect, lose their intended purpose after a while. For instance, you most likely have heard or read something about the buyer-aligned sales process within the past few years.

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How to Align Your SEO Strategy & Buyer Journey

SmartBug Media

All customers take a journey when making a purchase. Today, this journey often involves the use of search engines. But the Buyer’s Journey is one of the most important aspects of SEO because search engines like Google ultimately want to help buyers find what they're looking for.

How to Increase Your Manufacturing SQLs Using the Buyer's Journey

SmartBug Media

Accurately understanding who your buyers are (start by developing buyer personas ) will ensure that you’re targeting the most valuable potential customers. This is all part of understanding and utilizing the Buyer’s Journey. Buyer’s Journey Stage #1: Awareness.

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. This coincides with previous studies and surveys showing content marketing effectiveness continues to be an enormous struggle. The majority of content today is not hitting the mark with buyers and customers. Bringing organizations, no closer to customers or buyers than when they first began technology implementation.

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. Resulting in a 3D view of buyers, which can help inform strategies related to each.

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. And, it can help gauge the size of a market opportunity. Buyer Profiling. Buyer Personas.

How Organizations are Leveraging Content Across the Buyer Journey

Oracle

The undeniable popularity and widespread usage of content marketing points to the effectiveness of content. However, content isn’t only effective in the strict “marketing” sense — content satisfies the entire buyer journey, from awareness, to engagement, to lead generation, to sales enablement, and even to customer success. But this is only the start of the buyer journey.

Goal-Directed Marketing: How Marketers Can Help Buyers Achieve Their Goals

Tony Zambito

Various studies have shown buyers continue to find as much as 60-to-75% of content to be non-relevant. However, approaches to understanding buyers have only evolved marginally in the same time period. The problem faced by marketers is there continues to be a lack of understanding about why buyers truly make choices and decisions. Marketing and sales still rely on market segmentation and buyer profiling as it has for the last twenty-five plus years.

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. What we can be sure of is the buyer insights of the future will be fundamentally different than the buyer insights of the past. Many B2B firms today are either severely lacking in buyer insights or are led to believe the buyer intelligence they obtain is relevant to buyer insights.

The Telltale 8% Drop In Content Marketing Effectiveness

Tony Zambito

Perhaps not as drastic as the Dow falling by 8%, but to see the percentage of marketers who believe their content marketing was effective drop to 30% from 38% in one year is a revelation. Buyers Are Saying The Same. Recent surveys, from the likes of Forrester and SiriusDecisions , indicate the sentiment is nearly 70% or more of buyers outright reject content. In one such buyer interview, an executive handed me a folder, rubberbanded. Documented Content Strategy Helps.

Three Buyer Insights To Consider When Engaging B2B Buyers In A COVID-19 World

Tony Zambito

It is being used to describe the effects of COVID-19 in shaping B2B buyer behaviors. Pre-pandemic, it was expected buyer behavior trends may evolve over a five to ten-year period. Gaining insight into how buyer behavior is changing. The three buyer insights are notable.

Accelerated Digital Commerce Is Disrupting B2B Sellers And Buyers

Tony Zambito

Before the turn of the new millennium in 2000, it was downright unthinkable in B2B that the model of sales representative and buyer interaction would ever change. Consider this, in an Accenture survey three years ago, only 12% of B2B buyers even wanted to meet with a sales representative.

6 Different Types of Buyer Journey Maps

Kapost

Organizations that use a mapping program to manage buyer and customer journeys average a 79% increase in cross-sell and upsell revenue, marketing research from the Aberdeen Group reveals. In the new B2B marketing landscape, buyers are in control of their journeys. So understanding what customers are thinking and feeling at each stage of the journey is critical. While there is no single way to create a buyer’s journey map, below are a few that struck our fancy.

How The Content Illusion Is Leading Marketing Astray In The Era Of Digital Transformation

Tony Zambito

Depending on which statistics you read, the common thread in the past few years has been that content marketing effectiveness has been declining. In my previous article entitled Rethinking Buyer Personas In An Era Of Digital Transformation , I noted that digital interaction will matter more than content. In this case, the more content marketing effectiveness remains elusive, the amount of content to put in front of people is increased. Illustration by Hea Poh Lin.

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). Leading to more effective online engagement, content design, and sales conversations. 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. Yes, we used the help of a third-party firm.

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. Over the past ten years it has been quite a journey. The adoption of research-based modeling of buyers that leads to buyer personas has been mixed. The State of Buyer Personas 2012. Buyer personas today are becoming more widely used by marketing and sales organizations than ten years ago.

Mapping Buying Experiences: Creating Growth Through Aligning With Buyer Goals

Tony Zambito

Engaging new buyers and repeat customers are the lifeline to achieving growth. Including experience mapping, journey mapping, ethnographic research, design thinking, and customer co-design. Understanding Buyer Interactions Matter. How new buyers and repeat customers are interacting with organizations today is putting many companies on the spot to adapt. Focus on path and end goals : typically, buyers are taking a path towards an end goal.

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

Tony Zambito

This mirrors findings of other surveys related to content marketing and customer-centric marketing, which consistently hovers in the 35- 40% range of “very customer-centric” or “very effective content marketing.”. 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.

What is Mid-Funnel Content Marketing & Mapping it in the Buyers Journey

NuSpark

It’s an experience for your customer, who goes through different stages during the buying journey. At every stage of the buyer’s journey, it’s important to understand what information they need when and to find ways to provide it. Mapping Mid-Funnel in the Buyer’s Journey. A primary goal of effective content mapping is to delineate what to use and when, so you have it available when it’s needed. How to Develop Effective Mid-Funnel Materials.

Informed Customer Understanding Should Guide Marketing

Tony Zambito

Most survey results in the past two to three years related to content marketing effectiveness has shown that only approximately a third of business marketers considered their content marketing efforts to be effective to very effective. One of the primary goals of such a framework is to engage in identifying what customers want to achieve (their goals) and then orchestrating organizational resources towards help customers to achieve their goals. by Anton Scherbik.

Are Companies Ignoring Their Best Source For Buyer Insights?

Tony Zambito

The rapid rise of data analytics is causing the opposite effect. The answer lies in whether an organization is consumed by the quantity of data as opposed to a focus on obtaining critical business, as well as, buyer insights. If an organization has become insular about data, the danger they may face is that they may focus disproportionately on the quantity of data versus the quality of business and buyer insights. The answer is – d irectly from their customers and buyers.

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. In reading the article that highlights the thoughts from Jaschke, the articles author, John Miller states the following: “Here’s my advice: Build personas.

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.

Beyond Buyer Profiling To Buyer Personification

Tony Zambito

Coinciding with this period was the introduction of strategic selling to the individuals within a team of buyers. It is where we first saw the distinctions given to the economic buyer, the technical buyer, and the user buyer. These combined perspective resulted in an emphasis on profiling the individual buyer. Predominantly, the majority of these efforts to understand the individual buyer were taking place to improve sales effectiveness.

Buyer Decisions Are Not What You Think

Tony Zambito

When marketing and sales leaders often think about how buyers make decisions, they are viewed through a prism of buyers making rational and process-driven decisions. Of late, the term “buyer’s journey” has come into vogue. 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. by Gregor Črešnar.

5 Roadblocks Your Content Strategy Needs to Avoid in the Buyer's Journey

Oracle

The B2B buyer’s journey consists of the actions that a prospect takes from discovery of the product to purchase of the product, and your marketing content has a great influence on that journey. Consider these two points: 67% of the buyer’s journey is now digital. Today’s buyer can be up to 90% of the way through their journey before they personally reach out to sales. Below are 5 clumsy practices to avoid for the buyer’s journey: 1.

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.

What Is a Content Map? 6 Key Components of an Effective Content Map

DivvyHQ

If you're not considering the journey your customer takes in their buying process, your content is much less likely to help them on that journey.

The Power of Multi-Touch Attribution: Mapping Buyer Journeys To Enhance ROI

Walker Sands

In today’s digital world, the B2B buyer journey is increasingly complex, with a growing list of channels and touchpoints to track and measure. Understanding the Buyer Journey. Understand Your Personas.

MYTH: We Don't Need Personas for Marketing Our Senior Care Services

SmartBug Media

This is why personas are crucial for senior care services. Tag along as we dig into the details of why personas matter and how you can make sure you’re targeting the right people. Why Personas Matter. Simply put, a buyer persona is a semi-fictional representation of your ideal customer. Your personas can be based on actual data, as well as educated guesses of your customer demographics, goals, behavior patterns, and motivations.

What Is a Content Map? 6 Key Components of an Effective Content Map

DivvyHQ

If you're not considering the journey your customer takes in their buying process, your content is much less likely to help them on that journey.

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. A study by Gartner revealed 80% of the average B2B buyer journey took place online in 2020.

Recognizing the Importance of the Buyers’ Journey Across Your Sales & Marketing Efforts

Fathom

Buyer personas and buyersjourneys are typically understood as content marketing territory. But, the value of creating buyerspersonas extends beyond the marketing side of a B2B company. When mapped throughout the entire buying process, buyersjourney mapping can positively impact sales and close the gap between sales and marketing. First, make sure your sales & marketing teams work together on mapping the buyersjourney.

What Is a Content Map? 6 Key Components of an Effective Content Map

DivvyHQ

If you're not considering the journey your customer takes in their buying process, your content is much less likely to help them on that journey.

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. Personas help you strategically shape your digital marketing campaigns, product/service offerings, and support efforts from the get-go, ultimately impacting your organization’s bottom line. What Is a Persona in Digital Marketing? How to Create personas for Digital Marketing.

Tactical video for technology sales and marketing

Biznology

It’s designed to put help marketers develop a content strategy for account-based marketing. I’ve adapted this model to show how different kinds of tactical video might serve to advance the kind of buyer’s journey typically encountered in technology businesses. Some different styles of tactical video that provide meaningful content thoughout the technology buying team’s journey. Tech companies don’t need a “video strategy.”