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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. And, mixing the terms through the nameing convention of buyer persona profile.

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. The adoption of research-based modeling of buyers that leads to buyer personas has been mixed. The State of Buyer Personas 2012.

Personas Are Great (Except When They Suck)

B2B Marketing Insider

And I made sure to differentiate personalized content from personas. So, one of my points in the presentation: Personas are great. Before you start ranting or raving, let’s start with some basics: What is a persona? I actually like personas.

Content Mapping 101: The Template You Need to Personalize Your Marketing


But coming up with the actual topics that make for a highly targeted content strategy isn''t that easy. I''ll talk more about how you can use this template in a bit. Buyer Personas. Buyer personas are fictional, generalized representations of your ideal customers.

What Sales Really Needs from Marketing

Fearless Competitor

Here are the 7 Strategies to Get More and Better Prospects into your Sales Pipeline : High quality, well nurtured leads. Enticing voice-mail strategies. This is why it is so important for Marketing to help design and plan the voice-mail strategy. Letter templates.

How to Conquer 5 Common B2B Marketing Problems with Content


Plus, a few changes will be required in the way customer service handles transactions, so she needs to consult with the Director of Customer Relations. Perhaps the next stage is a free trial, demo or one-on-one consultation. Content Marketing Strategy

5 Things Your Business Must Consider About Outsourcing Customer Research


Keeping with this metaphor, many marketers choose to enlist the help of a personal trainer when it comes to buyer persona or related customer research. These consultants have led the evangelism of buyer personas for years now – in fact, two of the industry’s best are on our board of advisors as we build technology meant to better enable buyer understanding. Understand the difference between a well-developed, well-researched persona, and a sketch.

The 7 Building Blocks of a Solid Content Marketing Plan


The same study revealed that only 37% of B2C marketing organizations (and 32% of B2B marketers) have a documented content marketing strategy, even though those with a documented strategy are more effective across the board. Step 2: Develop Buyer Personas.

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Lead Scoring: Set Yourself Up for Success


Create and embrace your target buyer persona(s). With regard to demographic factors, there are types of buyer personas that are a waste of time, and negatives scores should help sales avoid them. A simple example of this is the company that does not sell to consultants. If a consultant is identified, they should be scored away from sales. Like any other strategy, follow-up is vital to accurate lead scoring.

14 of the Best Content Marketing Tips, Tactics and Techniques of 2013


Content marketing success starts with developing a strategy and roadmap, but the rubber hits the road with the execution of tactics (and measurement of marketing results to support continual improvement). ” 17 Essential Content Templates and Checklists by Content Marketing Institute.

Marketing & Sales Alignment; We’ve Aligned to Optimize Your Lead Funnel & Pipeline


I understand the importance of a sound media, social media, conversion and content strategy that generates quality leads until they are sales-accepted. Mosenson himself is a national thought leader on lead management and writer of several ebooks on lead generation and content strategy.

Spring 2016 Product Release Highlights


Captora’s latest release of its Top of Funnel Marketing Platform will take ‘best guessing’ out of companies’ Digital Marketing strategy while providing a scalable platform and best practices for accelerating the impact of digital campaigns across multiple channels.

The Beginner's Guide to Small Business Marketing Online


In this post, we'll help you build and optimize your marketing strategy using inbound marketing, setting you up to attract new clients and ultimately grow your business. To find a freelancer or marketing consultant in your area, you can use Upwork (filtering by design/creative) or Freelancer.

7 Marketing Skills You Need to Get a Promotion


An ineffective marketer tries to brainstorm, write, and publish blog posts all in the same day, gets overwhelmed, and ends up neglecting her content marketing strategy altogether. Being organized about your content strategy can be as simple as maintaining an excel spreadsheet.

How to Do Market Research: A Step-by-Step Guide to Understanding Your Buyer's Journey


Step 1: Define Your Personas. Before you dive into how your personas make buying decisions, you must first understand who they are. This is where buyer personas come in handy. They help you visualize your audience, streamline your communications, and inform your strategy.

Simple Social Strategy – W5H

Savvy B2B Marketing

I don't want to see you do that, so here's a painless way to develop your first simple social strategy using the journalist's tried and true W5H method: 5 W's and an H. WHY Because this is strategy, not reporting, the question to start with is why: Why do you want to get into social?

How Higher Education Marketing has Changed


This newly empowered, self-directed prospect means educational marketing strategies need to evolve to meet them. Inbound marketing uses digital capabilities to execute a strategy of targeted personalization by delivering online content that attracts and delights your prospects.

The Skinny on Lead Nurturing - 11 Experts Weigh In (part 1 of 2)


Fact is that most organizations and even many consultants have viewed lead nurturing as a separate event (not part of an integrated Demand Generation Strategy) and in doing so, have made success elusive. This year I've been talking a lot about Nurturing.

Q&A with Ardath Albee: Driving Smart Marketing with Digital Relevance

It's All About Revenue

Marketers are too focused on the notion of creating content, and must better allocate their energy to developing a more focused strategy that aligns with content. “ If you think about strategy as defining the job of the content, then content published without a strategy has no job to do,” warns Ardath Albee , marketing expert and author of the book Digital Relevance. What hinders this is that executives often have less understanding of personas than marketers do.

How to Build an Unbeatable Content Marketing Plan


Whether you''re just starting out with content marketing or you''ve been using the same content marketing strategies for a while, your content marketing plan needs to be better than ever for 2015. Download this goal planning template.).

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The 15 Most Life-Changing Editorial Calendar Tools


One of the largest and best-known editorial calendar tools, Kapost is the software behind the content strategy at companies like Content Marketing Institute, CBS and Cisco. The software tracks the workflow of your content marketing from strategy to execution and social distribution.

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33 Phenomenal Content Marketing and Copywriting Guides and Tips


Patricia Redsicker presents six strategies content marketers need to embrace in order to address the information needs and wants of digital natives–those born “between the mid-1970s and the late 1990s, (who) have grown up during our current golden age of digital technology.

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Q&A with Ardath Albee: Driving Smart Marketing with Digital Relevance

It's All About Revenue

Marketers are too focused on the notion of creating content, and must better allocate their energy to developing a more focused strategy that aligns with content. This equates to multiple personas that are supposed to represent the same audience, but are not in alignment.

16 Greats of ’16: The Year’s Best Business Books for Marketers


Digital Influencer guides readers in crafting and adopting strategies for engaging their communities, growing their followings, and building a powerful online persona. One of the world’s leading brand consultants and graphic designers, UK-based Michael Johnson offers a step-by-step visual guide to fabricating a successful brand. That strategy was a disaster. There’s nothing like well-written book to help clarify goals, inspire action, and improve job performance.

How Marketers Can Earn Better Grades From The C-Suite


Before VEM, Laura spent 20 years in industry, including fourteen years at Motorola, where she began in sales and ultimately became Director of Customer Marketing and Brand Strategy. In 1999, I made the switch to consulting. You’ve done some recent research about marketer personas.

Lead to Revenue Management Programs: How to Invest and Select the Right Agency Partners (Forrester Report Review)


It’s written for companies that are evaluating their investment options in a Lead to Revenue Management (L2RM) strategy , a term first coined by Forrester in 2010, categorizing the marketing processes involved from lead generation to sales close.

New to Inbound Marketing? 7 Common Mistakes You Can Easily Avoid


You might drink the inbound marketing Kool-Aid and get so excited to optimize every part of your marketing strategy that you get overwhelmed or burnt out. Use this free template as a guide to help you set your SMART goals. Set up a landing page for a demo or consultation.

The Ultimate Dictionary of Marketing Terms You Should Know


It’s important for marketers to understand what APIs can do to factor them in to their marketing strategies. Business blogging retains all the attributes of "regular" blogging, but adds a tasty layer of marketing strategy on top. 10) Buyer Persona.

Back to Basics: The ABCs of a Successful E-Newsletter


Today we are going to tackle e-newsletters from A to Z, considering key the points, definitions, and strategies associated with these essential pieces of marketing content. One strategy I’ve found immensely helpful is to employ a building-block approach to bucket your content – i.e., modules. Also, consider your link strategy for your e-newsletter. Evaluate your metrics and revisit your strategy regularly.


How to Audit Your Website for Improved SEO and Conversions


To audit your content for on-page SEO, conduct a keyword analysis in which you do the following: Consult your analytics to review keyword performance. Assess how well you're factoring keyword performance into your content strategy. When was the last time you gave your website a checkup?

10 Email Marketing Tips for Tech Firms

Hinge Marketing

But most importantly, email can be a key element of a lead generation strategy as recipients are nurtured over time. This could impact your email design and may prompt you to create a template that isn’t too image heavy.

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Answers to 5 of Marketing's Most Frequently Asked Questions #AskTheExpert


Then, build up a solid Twitter content strategy once your social following starts snowballing to fuel your inbound marketing machine. -- Brittany Leaning, Social Media Manager ( @BLeaning ). Strategy and infrastructure. In your planning, you first need a buyer persona.

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Tom Pisello: The ROI Guy: Value Selling Tools and the Buying Lifecycle

The ROI Guy

Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons.

Tom Pisello: The ROI Guy: IDC: Economic Buyers, Digital Overload.

The ROI Guy

Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons.

How Lack of Marketing Content Can Derail Your Website Redesign Project

Industrial Marketing Today

To rescue your website and deliver you to the Promised Land, the SEO consultant wants you to generate loads of content optimized for keywords and phrases. Poor results stemming from bad or no content strategy and focusing solely on the design aspects.

B2B Microsites: Driving Awareness and Leads - An Interview with Phillip Lin of FireEye

Savvy B2B Marketing

Did you develop and work from buyer personas as you created content for the site? Yes, KJR Associates broke down the core audience into two key personas: the IT administrator who is the evaluator, influencer, and/or recommender, and the IT executives who are the decision makers.

Tom Pisello: The ROI Guy: Can a Value Selling / Marketing Program.

The ROI Guy

Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons.