Content4Demand

MAY 26, 2021

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. When Content4Demand researches personas, job title is a no-brainer. Using Dated Data.

Buying Cycle 85

Buying Cycle Work Management Marketing Management Acquisitions 85

Oktopost

JANUARY 5, 2021

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. That’s Product Marketing 101. Everything!

Buyer Personas 131

Buyer Personas Top of Funnel Enterprise Management Marketing Budget 131

ANNUITAS

NOVEMBER 1, 2016

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). It’s true that there are a lot of less-than-actionable personas being built, but we shouldn’t throw the baby out with the bathwater. Personas create focus.

Buyer Personas 100

Buyer Personas Demand Generation Work Management Marketing Management 100

ANNUITAS

NOVEMBER 1, 2016

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). It’s true that there are a lot of less-than-actionable personas being built, but we shouldn’t throw the baby out with the bathwater. Personas create focus.

Buyer Personas 100

Buyer Personas Demand Generation Work Management Marketing Management 100

KoMarketing Associates

MAY 4, 2017

As marketing technology and information access continues to evolve, B2B buying behavior changes as well. For example, recent research suggests that marketers may want to shift to shorter pieces of content to reel in B2B buyers. B2B buyer personas become critical in connecting the dots of this process. What Are Buyer Personas?

Buyer Personas 121

Buyer Personas Top of Funnel B2B Thought Leadership B2B 121

Tony Zambito

NOVEMBER 1, 2015

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. One of the key premises of user personas and buyer personas, since their origins, are they can foster a common view of customers within organizations.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles B2B Marketing Paid Search Agency 100

ANNUITAS

SEPTEMBER 29, 2015

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). It’s true that there are a lot of less-than-actionable personas being built, but we shouldn’t throw the baby out with the bathwater. Window Dressing-.

Buyer Personas 100

Buyer Personas Demand Generation Buyer's Journey Buying Cycle 100

The Mx Group

AUGUST 8, 2018

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.

Buyer Personas 86

Buyer Personas Budget Programs Buying Cycle Deliverability 86

ANNUITAS

MARCH 8, 2016

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). It’s true that there are a lot of less-than-actionable personas being built, but we shouldn’t throw the baby out with the bathwater. Window Dressing-.

Buyer Personas 100

Buyer Personas Demand Generation Buying Cycle Work Management 100

NuSpark Consulting

JUNE 2, 2016

To create content that boosts lead and demand generation, you need to construct B2B buyer personas that give you a clear picture of your customer, mapping their journey from when they decide to solve a problem to their purchase decision. Many companies create personas, and not one itsy-bitsy thing changes. But here’s what happens.

Buyer Personas 100

Buyer Personas Conversion Buying Cycle B2B 100

EMagine B2B Blog

JANUARY 6, 2019

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? What is a Content Marketing Persona? The Importance of Personas. What does this mean for SEO?

Enterprise Management 90

Enterprise Management Content Marketing Work Management Planning 90

Webbiquity

JANUARY 19, 2023

B2B marketing targets buying groups within businesses. Companies that are looking for products or services with which to assist their own operations will typically have or assign a “product champion” to conduct research on solutions and manage the sales relationship.

Work Management 217

Work Management Marketing Management B2B Marketing B2B 217

Content Marketing Institute

APRIL 10, 2018

Are those stereotypes or personas? presidential election, and NASCAR dads, which became a target audience in the 2004 elections, are closer to personas, though too thinly described. The key to powerful buyer persona development comes down to three important factors: grounded in fact, functional, and more than demographic data.”.

Buyer Personas 110

Buyer Personas Ideal Customer Profiles Work Management Marketing Management 110

B2B Marketing Traction

NOVEMBER 7, 2014

So marketing’s role is extended into the sales cycle with the need to provide intelligence about what potential customers need and relevant content when they need it. Sales and marketing must work together, analyze data and research the sales cycle, and master the art of providing the right materials and information at the right time.

Buyer Personas 100

Buyer Personas B2B Sales B2B Marketing B2B 100

Tony Zambito

MAY 12, 2011

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.

Buyer Personas 100

Buyer Personas B2B Sales B2B Buying Cycle 100

The Mx Group

AUGUST 16, 2017

Your Top Ten Questions About B2B Buyer Personas. Recently, we partnered with Demand Gen Report to present a webinar about the power of personas. We’ve developed personas, but they aren’t getting used. I would recommend first trying to answer these key questions: Do your personas really represent your buyers’ perspectives?

Buyer Personas 84

Buyer Personas Account Based Marketing Demand Generation Agencies Work Management 84

Tony Zambito

JANUARY 5, 2011

.  This lead-to-revenue management (L2RM as coined by Forrester) model in many ways heightens the importance of buyer personas in developing end-to-end revenue management strategies and processes.    A cornerstone principle for buyer personas is that they are created from qualitative interviewing of buyers. 

Buyer Personas 100

Buyer Personas Lead Ranking Work Management Buying Cycle 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.  The first definition points to reaching an understanding of the behavioral framework that surrounds the new social buyer persona. 

Buyer Personas 100

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

DealSignal

APRIL 27, 2023

ABM intent data is about ABM marrying Ideal Customer Profiles, Buyer Personas, high-quality contact information, and intent data into a strategic go-to-market strategy for B2B firms. The Ideal Customer Profile or Ideal Buyer Profile should not be confused with Buyer Personas , which focus on specific roles at organizations.

Ideal Customer Profiles 52

Ideal Customer Profiles Account Based Marketing ABM Intent 52

The Point

JUNE 30, 2021

In a tiered structure, a company can continue broader demand generation (Tier 3) but introduce more targeted, personalized outreach to higher-propensity industries or personas (Tier 2), perhaps via channels like content syndication or paid social ads.

Account Based Marketing 162

Account Based Marketing ABM Planning Demand Generation Agencies 162

Industrial Marketing Today

SEPTEMBER 3, 2010

Home Marketing Matters About Contact B2B Marketing Store Company Website Content Auditing and Mapping it to the Industrial Buy Cycle by Achinta Mitra on September 3, 2010 in B2B Lead Generation , Content Marketing , Industrial Marketing Strategies , Integrated Industrial Marketing These days it is popular to say “Content is marketing currency.”

Buying Cycle 60

Buying Cycle Buy Marketing Budget Web 2.0 60

Tony Zambito

APRIL 10, 2011

  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.  This issue and the surrounding complexities call into question, for organizations today, their readiness for adapting to the new social buyer persona. 

Buyer Personas 100

Buyer Personas Organization Buying Cycle Buyer's Journey 100

Tony Zambito

JULY 10, 2011

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.    These being areas related to new social buyer ecosystems, social business models, and new social buying cycles. 

Buyer Personas 100

Buyer Personas Top of Funnel Peer-to-peer Marketing Funnels 100

The Point

APRIL 26, 2018

B2B is much different, for a number of reasons: One, the buying cycle is longer in B2B. Finally, because the buying cycle is longer and there’s so much content freely available online, B2B brands don’t typically learn until much later in the decision-making process that companies/individuals are interested in their solution.

Intent Data 209

Intent Data Intent Bombora Account Based Marketing 209

Zoominfo

JUNE 28, 2023

Support: How can you offer greater support during the buying cycle and beyond? Audience research and targeting Whether you’re launching a new product in a new market or relaunching an existing product in an existing market, research is key. How can your product help employees be more productive?

Marketing Analytics Tools 130

Marketing Analytics Tools Ideal Customer Profiles Work Management Marketing & Strategy 130

Webbiquity

DECEMBER 4, 2018

More than 75 percent of prospects feel the sales professionals who contact them lack knowledge of their specific business, role and responsibilities at work, or even the issues they’re trying to resolve, according to research from Forrester. Map Content to the Buying Cycle. Nurture Your Sales Team like Customers.

Sales Management 220

Sales Management Top of Funnel B2B Sales Tactics 220

Heinz Marketing

APRIL 10, 2021

Based on research done by Harvard Business School Assistant Professor of Business Administration Andy Wu, a long commute could hurt workers and their employers by hindering creativity and productivity, which stifles innovation. What Are You Going to Do About Your Outdated B2B Buyer Personas? Thank you for the great read, Lane Lambert.

B2B 124

B2B Buyer Personas Brand Identity Branding 124

Tony Zambito

JULY 18, 2011

This is the third part of a series of reflective articles on the future of buyer personas.    In part 1 of this reflection on the future of buyer personas, I focused on some of the misconceptions about buyer personas and in part 2 , I offered perspectives on why changes were needed to be relevant to the social age. 

Buyer Personas 100

Buyer Personas Lead Ranking Ideal Customer Profiles Opt-out 100

Valasys

JUNE 8, 2020

Strategic content mapping is an orchestrated plan to deliver the right content to the right people at the right time to help customers sail through the specific stages of their buying cycles and to figure-out the opportunities to better address the pain-points of your customers. Helps in Creating a Buyer Persona.

Buyer Personas 76

Buyer Personas Buying Cycle Content Template 76

Exo B2B

SEPTEMBER 27, 2017

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. The evolution of a profile to a persona is made possible, among other things, by the exploitation of digital data from several sources.

B2B 40

B2B Ideal Customer Profiles Buyer Personas Gartner 40

EveryoneSocial

JULY 31, 2018

In fact, being the most effective at your efforts requires your organization to focus heavily on content research. This most likely falls into the marketing departments laps, but sales teams should also have a part in helping with the content research process. What is Content Research? What is Content Research?

Research 79

Research Effectiveness Brand Identity Branding 79

Madison Logic

FEBRUARY 14, 2024

Why Personalization Matters More Than Ever Buyers today spend more time conducting independent solution research than ever before. These buyers are digitally motivated and self-guided in their solution research process. The reality is that personalized experience goes deeper than that.

Personalization 52

Personalization B2B Top of Funnel Multi-Channel 52

Webbiquity

MAY 24, 2016

The genesis for the presentation was the research done a few months ago in conjunction with Tony Karrer , asking the expert B2B blogging contributors to the B2B Marketing Zone one simple question as shown to the right. They’re adopting buyer personas , content targeting and matching content to stages of the buying cycle.

Social Media 160

Social Media Trends B2B Marketing Social Marketing 160

SnapApp

APRIL 6, 2017

The idea of creating and using buyer personas is not new – it’s become part of B2B marketing 101. Without personas, you’re really just guessing at what your audience cares about, and end up in situations where you’re an example of a bad #marketingfail. Seeing Beyond the Persona. Personas are not actual buyers.

Buyer Personas 48

Buyer Personas Top of Funnel Marketing Funnels Buying Cycle 48

Tomorrow People

NOVEMBER 21, 2018

Most thought that emotional marketing had no place in B2B’s rational, long, complicated buying cycles and committees. Antonia set out to reorganize the content marketing strategy , aligning it to personas and putting the customer at the heart of Thomson Reuters’ marketing function. How far through the transformation are you?

Planning 136

Planning B2B Thought Leadership Campaigns Thought Leadership 136

Tomorrow People

MARCH 8, 2018

Recent research has found that consumers now pay more attention to online reviews than to traditional word of mouth when choosing a product or service. Your marketing personas Your marketing personas are your customer archetypes or profiles of your ideal type of client. Your marketing personas. Role in the company.

Marketing Budget 267

Marketing Budget Top of Funnel Lead Scoring Lead Ranking 267

Adobe Experience Cloud Blog

FEBRUARY 11, 2020

The new generation of digitally savvy customers does a bulk of their product research online. Second, create customer personas based on those characteristics. You will likely have more than one persona to define. For example, in the manufacturing industry, engineers are often a target persona. And they have options.

Lead Generation 174

Lead Generation Lead Ranking Ideal Customer Profiles Lead Scoring 174