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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. by Matt Brooks.

Beware of These 4 Common Persona Mistakes

Content4Demand

Personas can be incredibly useful in B2B marketing—provided you’re including the right details. Those details might vary depending on your industry or your solution, there are at least four common persona mistakes everyone should avoid. Update & Refine Your Personas.

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How Social Data Can Help You Develop Buyer Personas

Oktopost

I speak daily with product, marketing, and sales professionals about the impact that social media can have on developing buyer personas, launching a product, building a brand, or even on individuals standing in their respective marketplace. Developing Your Buyer Personas.

Buyer Persona 2.0 – Buyer Personas Inform Strategy and Innovation

Tony Zambito

  Otherwise, we can end up what may be viewed as disparate and disconnected uses for buyer personas.   Thus, diluting the essence of how they can help an organization receive the game-changing affects from investing in Buyer Persona 2.0    Buyer Personas Inform Strategy and Innovation. The binding purpose for the tenets discussed as well as for the next generation of Buyer Personas is that Buyer Persona 2.0

Buyer Persona 2.0 – Part 7 – Buyer Personas Segmentation

Tony Zambito

  Where buyer personas fit in the scheme of segmentation has been a source of confusion since the early days of design personas.   There has been misconceptions about how buyer personas are either in opposition to or not useful to segmentation.   When we began bridging the gap between our origins in design personas to creating the practicum of buyer personas, we began to also bridge the segmentation divide. Next: Buyer Persona 2.0 – Part 8.

Five Sales Enablement Tactics B2B Marketers Need to Master

Webbiquity

A sales organization improves its effectiveness when it speaks the language of prospects. Help your sales people understand who their ideal buyer is, how they want to be engaged, and where to find them. Understanding how sales reps operate, what they need, where they are struggling, and what their goals are, can help to better equip them to build pipeline—faster. Develop communication materials that can be customized to help sellers win deals. Guest post by Mary Ade.

9 Questions for B2B Buyer Persona Success

Heinz Marketing

So you have an understanding of your buying committee and how to market to them , now it’s time to build out your buyer personas. The Nine Questions for a B2B Buyer Persona. What does their sales cycle look like? Who influences the persona?

How Buyer Personas Can Make Your Marketing Automation Smarter

Oracle

by contributor | Tweet this Editor’s Note: Today’s blog post comes courtesy of Tony Zambito , the creator and today’s leading authority on buyer personas. In 2002, Tony established the first-ever buyer persona development methodology designed specifically for B2B Marketing and Sales. Over the past dozen years, Tony has conducted hundreds of buyer interviews and has helped some of today’s leading Fortune 100 companies acquire deep buyer insights.

Creating Content Marketing Personas

EMagine B2B Blog

Content marketing personas are not new, however, tightly integrating these personas with SEO strategy and tactics is relatively new to most companies and organizations. In today’s post we’re going to explore what a content marketing persona is and how you can align this to your SEO efforts to drive and convert more website traffic. What is a Content Marketing Persona? Identifying personas also helps new customers or patients find us in web searches.

The 4 B’s of Buyer Experience Innovation (2nd Rendition)

Tony Zambito

  This rethinking raises questions as well as the dialogue today on the effectiveness of the traditional functions of sales, marketing, support, and customer service.     Buying today has become more sophisticated and has a multitude of variables that did not exist even a decade ago.  Buyer Personas. Buyer Personas, archetypal representations of real buyers, have enjoyed increasing attention over the past few years. 

Buyer Experience Innovation: Why B2B CEO’s Must Make It Their Top Priority

Tony Zambito

  The seller centric world of yesteryears has literally been turned upside down as buyers are seemingly in more control than ever and traditional strategies no longer are effective. Let’s define Buyer Experience Innovation : “Creating in totality an ideal buying experience and innovative interactions that engages as well as enables buyers to enter into a transactional and loyal relationship with the organization”. Image via Wikipedia.

Is it Time to Reframe the Sales and Marketing Alignment Debate?

Tony Zambito

  While we can point to recent reports showing that there is payoff in alignment, such as the recent Aberdeen Research Study showing improved results when sales and marketing are aligned, the debate appears to be caught in a spiraling cycle on the same points about sales repurposing the work of marketing, sales not effectively following up on leads, marketing not generating leads, and the many so called “points” that would make any political organization proud. 

B2B Imperative: Reinvent the Sales Experience

Tony Zambito

  The essence of sales experience lies in the ability of B2B organizations to innovate unique buying experiences.    The end result being a unique buying experience for their buyers.    The terminology in this new thinking could get in the way of the fact that sales experience is really about innovating as well as enabling a unique buying experience.  Image via Wikipedia.

How B2B Buyer Personas Influence Online Marketing Campaigns

KoMarketing Associates

The most significant challenge B2B marketers face is in effectively communicating with target audiences and prospective buyers. B2B buyer personas provide a foundation for accomplishing the research and development of effective online marketing campaigns designed to achieve strategic marketing objectives. What Are B2B Buyer Personas? For online marketers, buyer personas can provide direction in the channel-specific campaign development.

Plan Before You Execute

Televerde

With technology in place, the next step toward modern marketing success is to build an engagement strategy that stretches across the buying cycle, from inquiry to close. Because such an engagement strategy should serve as the foundation for all your marketing and sales activities, both parts of the business must share a common language and agree on goals around lead qualification, buyer personas, and more. Build Buyer Personas and Map Buyer Journeys.

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The 4 B’s of Buyer Experience Innovation

Tony Zambito

  This rethinking raises questions as well as the dialogue today on the effectiveness of the traditional functions of sales, marketing, support, and customer service.     Buying today has become more sophisticated and has a multitude of variables that did not exist even a decade ago.  Buyer Personas. Buyer Personas, archetypal representations of real buyers, have enjoyed increasing attention over the past few years. 

Creating Relevant B2B Marketing Content: Walk the Talk

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Creating Relevant B2B Marketing Content: Walk the Talk by Achinta Mitra on June 19, 2010 in B2B Marketing Collateral , Content Marketing , Industrial Marketing Strategies , Integrated Industrial Marketing There is plenty of advice out there about engaging B2B and industrial buyers with relevant marketing content at every stage of the buying cycle.

Good, Better, Best: How to Create Buyer Personas at Every Budget

The Mx Group

Here at The Mx Group, we have frequent conversations with our clients about how to create buyer personas , and what a powerful tool they can be when they are really being utilized. Few B2B marketers dispute the value of personas for strategy, messaging and execution across sales and marketing. And in fact, personas are one of the hottest B2B topics searched for online. Email open rates are five times higher for companies using personas (Forrester). Personas

#10 Best Practices for Effective Lead Nurturing

Valasys

B2B lead nurturing is all about engaging with a targeted group of prospective customers by providing hyper-tailored solutions to their pain-points according to their specific stages in the buying cycles. Ways to Excel Effective Lead Nurturing.

9 Questions SEO’s Should Ask In B2B Buyer Persona Development

KoMarketing Associates

As marketing technology and information access continues to evolve, B2B buying behavior changes as well. A couple months ago I outlined 14 visualizations meant to aid B2B marketers in understanding the buying journey. B2B buyer personas become critical in connecting the dots of this process. What Are Buyer Personas? As outlined a few years back for Search Engine Land, a “buyer persona” is a representative profile of a particular target audience segment.

Buyer Context is the Key to Engagement

Marketing Interactions

Instead, when you understand where your buyers are, you can create a shift that helps them start to see things a bit differently, because what you’re saying is based on a “truth” that already exists for them. Small shifts based on what your buyer already sees to help them see it a bit differently. Complex Buying Processes Require Small Shifts. If your buying cycle is 6 months, buying is obviously not the shift you’re looking for out of the gate.

Developing Client Personas to Give Content a Personal Touch

Marketri

Create individual “personas.” You need to identify specific personas of your ideal clients and then gear your content toward them, because it takes more than just a broad cookie-cutter approach to attract these people. Below are steps to develop client personas that will help align your content with your ideal client’s actual needs and boost value and effectiveness: Review your current client base. What does their buying cycle look like?

Map Your B2B Content Marketing Plans to Your Personas with These 5 Easy Steps

Oracle

It seems to me that many of us have fallen into this cycle of churning out as much content as possible, but is this really the right approach? Wouldn’t it be so much more effective to create the right content for the right audience at the right time? Creating a content map will help you align your brand and product stories with your buyer’s stages, the questions your prospects ask and their content needs and preferences. Develop Buyer Personas.

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Identifying Buyer Profiles: 5 Ways To Segment Your Marketing Audience

Oracle

Modern marketing practices demand not only that you understand the nuances of who your buyers are and what they want to accomplish, but also that you have insight into which overt and covert pains are driving their actions, how they approach learning and solving those problems, when they reach a buying decision, and why they buy. Segment by Persona. ?The Whatever the persona, you should understand which part of your business they care about.

Your Top Ten Questions About B2B Buyer Personas

The Mx Group

Your Top Ten Questions About B2B Buyer Personas. Recently, we partnered with Demand Gen Report to present a webinar about the power of personas. During the session, we encouraged our B2B marketing friends to create them, or if they already had done so, to pull them out of the drawer and get motivated to use them more effectively to create engaging content and more qualified leads. We’ve developed personas, but they aren’t getting used. Careers. News & Events.

THE IMPORTANCE OF PERSONAS IN B2B

Exo B2B

According to a survey conducted by ITSMA, currently 44% of marketers are using personas in B2B. This trend is quite logical and profitable when personas are developed with method and rigor. Personas are a result of refinement of “profiles” developed in B2B, using certain marketing research methods, which are still used in the development of personas to this day. Why create personas in B2B? Characteristics of good personas in B2B.

A 6-Point Email Marketing Checklist for B2B Lead Generation

LEADership

It helps to focus on specific business needs of your buyers and offer them precise solutions to fulfil those needs. That’s why, a subject line like: “Download the #1 Tool Your Channel Partners Need to Close More Sales” will get a much better open rate, click through rate and conversion rate than say, “How to Help Your Channel Partners Get More Leads”. “#1 3. Individual buyer personas and user profiles matter—even though B2B buyers typically work as a team.

Content Marketing and Sales Enablement Must Get Married

Tony Zambito

  Having spent the last decade or more in the arena of buyer persona development and researching buyer behaviors within business cultures, I’ve come to a conclusion that there are no silver bullets and no specific technology that is going to be the one thing that magically gives us the Rodney King moment – “can’t we all get along?”    If we focus on two words, publish and tools , it helps to define a dynamic that is happening right now in corporate hallways. 

3 Ways To Connect With Today’s B2B Buyers

Tony Zambito

The effectiveness of these tactical means, as reported by once again the likes of IDC and etc., show that many B2B leaders believe these tactical efforts such as content marketing and marketing automation may only be effective about a quarter of the time. B2B businesses can do three things to help grasp the connection issue and make plans that close the gap: Buyer Modeling To Understand Buyer Choices and Scenarios. Image via Wikipedia.

You Need to Define an Effective Criteria for Lead Scoring

PureB2B

Knowing which of your sales leads have the highest potential to buy is key to effectively allocating your resources and optimizing your sales & marketing spend. Essentially, lead scoring can help you determine the quality of your leads by ranking them according to their sales potential. The leads who show more interest in your product/service offering and those who fit your ideal buyer persona will end up getting the highest scores.

How to Tailor Lead Nurturing Content to Suit Individual Personas

Hubspot

To effectively execute a lead nurturing program, you can't exactly have a deficiency in content. Furthermore, while many of the more basic lead nurturing campaigns focus on delivering content solely by leads' stage in the sales cycle, the most successful lead nurturing campaigns deploy content specifically tailored to the needs of different marketing personas, too. Identify Your Personas. How do I identify this persona? Tweak Content to Cater to Each Persona.

How to Market and Sell to the B2B Buying Committee

Heinz Marketing

Today, I want to continue the conversation and talk about how to map the B2B buying committee. What is the B2B buying committee? The B2B buying committee is a group of people involved in a purchase decision. And as organizations grow larger, so too will their buying committees.

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Why A Content Marketer Needs to Buddy Up with their Company’s Product Marketer(s)

RockContent

A well-executed joint product/content marketing plan can build more awareness and interest in a product than both counterparts could accomplish without the help of the other. Together, the two marketing counterparts can help target buyers understand their product within the context of what problem it solves. In order for content to be effective at every stage, it needs to be directly relevant to the needs and pain points of your buyers.

6 Ideas to Create More Relevant Lead Nurturing Emails

B2B Lead Generation

Idea #2: Understand where your prospect is in the buying cycle. Be sure to provide different kinds of information to your prospect based on what point they are in the buying process. Idea #4: Map content and message based on role or job function personas. Effective lead nurturing starts with listening to customers to truly understand them, and then it requires identifying the personas of your audience.

Lead Nurturing: 5 Useful Tactics to Get More Opportunities

Markempa

In this post, I’m going to share how to apply lead nurturing to help advance leads through three stages of your demand generation funnel to get more sales qualified opportunities. Yet, it’s helpful to notice that all customer buying cycles fit into three distinct funnel stages. During this stage, you’ll share content to help progress them from interest towards purchase intent. If you need help starting a basic lead nurturing path read this.

How B2B Purchasing Decisions Have Changed

MarketJoy

The maturation of the internet has changed the B2B buying cycle forever. Usually, you’ll have to get buy-in from every decision maker before a purchasing decision is made. Now, sales reps have to get buy-in from key decision makers before a sale is made. Showing advocates data or proof of peer approval of their solution can help decrease the chances of an advocate declining to speak up about your solution. Aggressively do online research before buying.

6 Content Challenges Facing Enterprise Marketers (Plus Some Helpful Solutions)

Hubspot

Whether your goal is to gain traffic, leads, or sales, effective content marketing tactics attract, entertain, captivate , teach, and build trust. Even with the benefits of content marketing, it''s doesn''t come without challenges (if it were that easy, then it probably wouldn''t be as effective). Lack of budget (43%) and buy-in (38%). Inability to measure content marketing effectiveness (42%). How does it appeal to that persona?". Lack of Budget and Buy-in.

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