Content Auditing and Mapping it to the Industrial Buy Cycle

Industrial Marketing Today

They are: Buyer Personas – deep insights on the people who buy your products and services Buying Process – the steps buyers go through to acquire your products and services Buyer personas go a lot deeper than just demographics.

The Buying Cycle and Buyer Personas in B2B Marketing

MLT Creative

In developing b2b buyer personas you have to remember their connection to the buying cycle, as different stages in the buying cycle lead to different content.

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

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

Tony Zambito

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. The same goes for buyer personas.

5 Content Marketing Strategies for Choosing Topics and Setting Goals

DivvyHQ

Content strategy should support specific business goals. The content you produce should support your strategy. Alignment of all this is easier said than done, though. Let’s dive into five content marketing strategies for choosing topics and setting goals.

Five Sales Enablement Tactics B2B Marketers Need to Master

Webbiquity

Crafting buyer personas for sales reps and treating them like customers by tailoring outreach, tools, and techniques to the needs of different teams will go a long way in improving their sales effectiveness. Map Content to the Buying Cycle. Guest post by Mary Ade.

Content Marketing for Industrial Companies – Authenticity is Mission Critical

Industrial Marketing Today

Content Marketing Industrial Marketing Strategies Authenticity Buyer Personas industrial buy cycle Industrial Marketing Marketing sometimes gets a bad rap of being deceptive. There is a fine line between persuasion and deception. Stretching the truth, exaggerating the positives and putting a positive spin on the negatives have been staples of marketing for a long time. Today’s industrial buyers are far better informed and using deceptive marketing practices won’t get [.]

Do Your Personas Need a Makeover?

ANNUITAS

Right now there are a lot of misguided, well-meaning marketers working on beautifully crafted, useless personas. Now, I’m not joining the persona naysayers (you know who you are). There are a lot of reasons why personas are valuable: Personas build understanding.

7 Elements Of Customer Understanding The C-Suite Must Master

Tony Zambito

Changes in customer and buying behaviors continue to rock the very foundations of many industries. According to recent surveys by PWC, Forrester, IBM , and McKinsey, disruptive trends in customer and buying behaviors are expected to continue over the next five years. by Yarden Gilboa.

Importance of Context to Understanding the New Social Buyer Persona

Tony Zambito

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.  How Ready is Your Organization for the New Social Buyer Persona? Image via Wikipedia.

How B2B Buyer Personas Influence Online Marketing Campaigns

KoMarketing Associates

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?

Prevent Demand Generation Failure with Buyer Personas

Tony Zambito

  Acquiring a deep understand of your target buyer and their buying process.  As many of you know from reading my articles before, I am a big advocate of buyer personas and exactly for the purpose Adam has stated.  Image by justin_levy via Flickr.

How Ready is Your Organization for the New Social Buyer Persona?

Tony Zambito

  Here is a key issue facing organizations today: each time a new social technology is introduced, it ultimately alters the buying behaviors of the new social buyer persona.    Have organizations today kept pace with the changes in buying behaviors and patterns? 

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. What is a Content Marketing Persona? make an appointment, buy a product, download information, etc.).

The Importance of Buyer Personas to Lead-to-Revenue Management

Tony Zambito

A tough assignment for B2B marketers today is getting a handle on how buyers progress through the buying and selling cycles.    Understanding what buyers are doing in the lead generation to sales cycle gap is proving to be a competitive difference maker.

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 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.

Dear Marketers, Buyer Personas Still Need A Makeover

ANNUITAS

There are a lot of misguided, well-meaning marketers working on beautifully crafted, useless personas. Now, I’m not joining the persona naysayers (you know who you are). There are a lot of reasons why personas are valuable: Personas build understanding.

Dear Marketers, Buyer Personas Still Need A Makeover

ANNUITAS

There are a lot of misguided, well-meaning marketers working on beautifully crafted, useless personas. Now, I’m not joining the persona naysayers (you know who you are). There are a lot of reasons why personas are valuable: Personas build understanding.

Do Your Personas Need A Makeover?

ANNUITAS

Right now there are a lot of misguided, well-meaning marketers working on beautifully crafted, useless personas. Now, I’m not joining the persona naysayers (you know who you are). There are a lot of reasons why personas are valuable: Personas build understanding.

Buyer Persona Strategy Playbooks Introduced By Goal Centric

Tony Zambito

Announced today was Goal Centric’s official introduction of the Buyer Persona Strategy Playbooks series. Below it is printed for your convenience: Buyer Persona Strategy Playbooks Introduced by Goal Centric.

How Buyer Personas Can Make Your Marketing Automation Smarter

Modern Marketing

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. Providing him with a pulse on rapidly changing buying behaviors in the new digital age. What Are Buyer Personas?

Plan for the Social Buyer Before It’s Too Late

Tony Zambito

  Planning today should include a significant component devoted to understanding your social buyer persona and understanding the implications they may have on your business strategy and structure.  Using Context for Social Buyer Persona Strategy (customerthink.com).

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. Here’s how: Define the Prospect Buying Cycle and, Within it, What Constitutes a Sales Accepted Lead.

Plan 68

The Design of Buyer Experience

Tony Zambito

  Interaction modeling, as described in the brief Buyer Interaction Shapes Buyer Experience Design , allows for the ability to shape buyer interactions to the different buyer personas, channels, and industries. Cover via Amazon. The expression “monumental shift” is a powerful one. 

The State of Demand Generation

The Effective Marketer

Buying cycle control (you need to facilitate the buying process and understand what is required of you as a result). The Customer Buying Cycle Framework. According to SiriusDecisions, buyers go through three stages and six steps during their buying process.

Buyerology Trend: Think Buyer Decision Model vs. Buyer Journey

Tony Zambito

  This article looks at how buyer decision models are changing and how marketing and sales can think beyond the buyer’s journey or buying process to adapt.    Buying decisions are not excluded from this profound movement. 

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.

Reinvent B2B Sales With Buyer Personas

Tony Zambito

Without question, while B2B Marketing is focused on developing its new prominence in the early stages of the buying cycle via content strategy and content marketing, B2B Sales is caught flat-footed on how to adapt to changing buyer behaviors.  Image via Wikipedia.

The Influence of the Social Buyer on B2B Business

Tony Zambito

  What we do know is that B2B buyers are demanding more social experiences in their buying processes.   Social Buyer Cycle. Turn B2B Buying Into a Social Experience (buyerpersonainsights.com). Image via Wikipedia.

B2B Marketers Going Beyond Buyer Personas, Working with Sales

B2B Marketing Traction

Recent surveys show that as much as 57% of the buying decision is done before buyers contact sales ( CEB Study of 1400 Customers ). Marketing Soapbox b2b marketing persona sales The behavior of today’s B2B buyer means that marketing needs to go far beyond what it did in the past.

Four Steps to Reinventing the B2B Buyer Experience

Tony Zambito

One of the clearest mandates being heard from B2B buyers today is the desire for buying experiences that offer more than just a product or service sale.  What is clear is that B2B entities are faced with the significant challenges of reinventing buying as well as sales experiences. 

Buyer Interaction Shapes Buyer Experience Design

Tony Zambito

Value : The buyer experiences value-based solutions and justification that enables a buying decision. The “buyer” is a term used in the B2B context by which the “buyer” represents the target buyer persona and the stakeholders that represent the multi-disciplinary buying committees. 

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

Tony Zambito

  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

Personas do matter in B2B content marketing You would be wasting your scarce resources if you pumped out marketing content without first having a clear and complete understanding of the personas of your B2B buyers.

The Future of Buyer Personas is Social - Part 2

Tony Zambito

In part 1 of this reflection on the future of buyer personas, I focused on how it is important to leave some of the major misconceptions about buyer personas behind in order to peer into the future.    This has profound implications for buyer persona research. 

A Conversation on 7 Buyer and Sales Trends to Watch in 2011

Tony Zambito

  In addition, we know from the people who survey sales trends, such as Sirius Decision , CSO Insights , and McKinsey , today’s buyers get through nearly 70-80% of the buying process BEFORE they engage with sales people.  Image via Wikipedia.

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

Tony Zambito

  Let’s look at each role briefly: Buyer Experience Strategist : in this role, one examines buyer strategy, buyer insights, and developing end-to-end journeys that enable buyers to buy. Image by J. Stephen Conn via Flickr.