Rethinking Buyer Personas In An Era Of Digital Transformation

Tony Zambito

One means for the last sixteen years to understand customers and buyers have been the use of buyer persona development. It is time to rethink buyer persona development in this new era of digital disruption. 4 – Digital Interaction Will Matter More Than Content. by Louis Prado.

Are Your Buyer Personas Data Overkill?

Tony Zambito

As the concept of buyer personas has crept into the conscious of both B2C and B2B Marketing, so has misguided representations of buyer personas become prevalent. With many touted frameworks and processes being representative of buyer personas in name only.

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The Emerging Importance Of B2B Ethnography To Buyer Personas

Tony Zambito

A case in point is we see a glut of content on what to find out about buyers, especially related to buyer profiling “repackaged” as buyer personas. Content, which suggests finding out basic demographics, pain points, personalities, and buying criteria.

Overcoming The Content Personalization Challenge With Buyer Persona Research

Tony Zambito

Recent surveys of marketing professionals by Rapt Media , Forrester , Seismic, SAP , IBM , and others all indicate that content personalization remains the biggest challenge for marketers this year and for the foreseeable future. Buyer Persona Research. by icon 54.

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. Buyer profiling can include: Preferences (including content preferences).

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

Tony Zambito

A recent survey by B2B Marketing, in conjunction with the UK-based agency Tomorrow People, indicated only 38% of marketers considered their content to be “very customer-centric.” 10 Essentials Of Becoming Customer-Centric With Buyer Personas. The same goes for buyer personas.

State Of Buyer Personas 2016: Strong Correlation Between Effectiveness And Goals

Tony Zambito

In 2016, we will mark the fifteenth year since buyer personas were first introduced. The journey, however, continues towards professionals and organizations gaining a true understanding of what buyer persona development entails. So, where are we with buyer personas as we head into 2016?

State Of Buyer Personas 2016 Survey

Tony Zambito

We are seeing continued growth in the adoption of buyer personas as a means for understanding buyers and customers. At the same time, the growth is fraught with the perils of buyer personas being misunderstood, mislabeled, and serving as a cover for basic buyer profiling. by Johan H.

Study Confirms Importance Of Qualitative Research To Success With Buyer Personas

Tony Zambito

A recent survey conducted by Cintell*, entitled 2016 Benchmark Study On Understanding B2B Buyers , indicates that high performing organizations utilized qualitative research for their buyer personas. The study focused entirely on the use of buyer personas for understanding B2B buyers.

Is B2B Content Engagement Heading In The Wrong Direction?

Tony Zambito

When it comes to the state of B2B content marketing and engagement, this proverb is on the mark. According to a recent study by Track Maven , one among a few on this topic, shows both B2B and B2C marketers have increased their publishing of content in 2015 by as much as 35 to 40%.

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.

Is Your Organization Ready For Market Strategy In A Digital Economy?

Tony Zambito

Community Preparedness by Iconathon. The digitization of the global economy is resulting in a tidal wave of new business and operating models throughout the world. Sparking rapid forms of innovations and turning existing markets upside down with new market rules and design.

The Telltale 8% Drop In Content Marketing Effectiveness

Tony Zambito

The annual Content Marketing Institute and MarketingProfs B2B Content Marketing Benchmark Study 2016 is quite startling. Recent surveys, from the likes of Forrester and SiriusDecisions , indicate the sentiment is nearly 70% or more of buyers outright reject content. by Aha-Soft.

3 Forces Shaping The Future Of B2B Marketing

Tony Zambito

For example, many companies tend to adopt different labeled marketing approaches each year, whether it be content marketing, customer experience, account-based marketing, or the many others that have cropped up. Illustration by Gregor Cresnar.

Rethinking Market Strategy In A Digital Economy

Tony Zambito

The primary course of conversation in the past few years for CMO’s and their marketing teams has centered around customer centricity, customer experience, and content marketing. Doing so to adapt to new consumer behaviors related to how media content is consumed and viewed.

New Approaches To Understand Customers Needed In A Digital Transformation World

Tony Zambito

In my article Rethinking Buyer Personas In An Era Of Digital Transformation , I presented four trends impacting the state of buyer persona development. Whereby, rethinking buyer persona development and insight gathering in a digital-centric world becomes a necessity.

7 Tips for Using Buyer Personas in Lead Nurturing

Act-On

This extremely specific description of your model customer is a buyer persona. Buyer personas help you target prospects with surgical precision and nurture them with custom content they care about. Personas first, content second. Put the person back into persona.

Why customer personas may be an outdated marketing technique

grow - Practical Marketing Solutions

A few weeks ago here on {grow} I ran a piece by Rob Petersen explaining the value of working with “customer personas” to develop a content marketing plan. After all, aren’t our competitors creating content to cater to the same personas? The Persona Trap.

Reboot Buyer Insights To Drive B2B Growth

Tony Zambito

B2B companies are struggling to make gaining buyer insights more than the gathering of analytics, buyer intelligence, sales intelligence, and buyer personas couched in factual data. Let us examine 5 signs indicating to senior executives it is time to reboot: Your Buyer Personas Are Outdated.

Why Personas Fail

Cintell

There’s plenty of fervor around the need for buyer personas; so why do some fail to deliver real value? From where I sit, we have entered a new phase in the evolution of buyer persona maturity in marketing– or maybe this has been the phase we’ve been stuck in ever since the phrase “buyer persona” was first coined years ago, first in the design movements of the 90’s, and later into marketing and sales. Personas fail: 1. Do you know where your personas are?

How To Lead With Customer-Focused Content

Tony Zambito

The explosion of content in the digital world is an unprecedented phenomenon just a few could have predicted twenty-five years ago. Content is ubiquitous in all phases of life and in business. That is the role of “gatekeepers” specifically for content. by Creative Stall.

Infographic: The Science of Creating Buyer Personas

Crimson Marketing

Buyer personas are the first step to any effective content strategy. Personas are what will help you determine how to tailor content to your buyers. . The post Infographic: The Science of Creating Buyer Personas appeared first on.

How Understanding The Goals And Intent Of Buyers Can Transform Marketing

Tony Zambito

Leading to more effective online engagement, content design, and sales conversations. This is also an important principle behind buyer insights research and buyer persona development. This issue is prevalent in misguided buyer personas also. Transformation by Yu Luck.

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What’s the Difference Between Buyer, Customer, and User Personas?

Cintell

At its very basic level, a “persona” is a character. Personas in the world of music refer to an artist assuming a role that matches the music they sing (think Ziggy Stardust adopted by David Bowie). In psychology, a persona can refer to the mask or appearance one presents to the world.

Understanding Buyer Personas: The Engineering Manager, Designer, and Project Manager

Reachforce

Buyer personas are the decision makers on which your sales and marketing team focus when looking to generate leads. They consume your content, click on your pay-per-click (PPC) advertising campaigns, and visit your landing pages.

Personas Are Great (Except When They Suck)

B2B Marketing Insider

I recently presented at a Content Marketing conference on the topic of content marketing personalization. I argued that personalized content was the key to defining the core job of marketing: to build relationships at scale. I actually like personas. Content Marketing

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.

4 Myths Preventing True B2B Customer Understanding

Tony Zambito

In my years since launching Buyer Persona Research , the most successful companies utilizing buyer personas have made it about the latter – not the former. That is, making their buyer personas about customer research and not confirming existing buyer profiling assumptions.

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.

29 Ways to Use Your Personas

Cintell

You Built Personas, Now What? Creating buyer personas is only half the battle. If your personas are wasting away at the bottom of a desk drawer, gathering dust up on the wall of your office, or sitting ignored on the company intranet, it’s time to reimagine their potential.

4 Tactics to Improving Your Personas

B2B Marketing Insider

An effective tool to doing this is utilizing personas to represent your target market. Then, you use that persona to guide and inform marketing decisions. The post 4 Tactics to Improving Your Personas appeared first on Marketing Insider Group. Content Marketing

7 Elements Of Customer Understanding The C-Suite Must Master

Tony Zambito

2 – Persona-Based Common Views. One of the central purposes of personas, archetypal representations of customers and their goal-directed behaviors, is to help enterprises develop a common view of customers. by Yarden Gilboa.

Why Personas Fail

B2B Marketing Insider

There’s plenty of fervor around the need for buyer personas; so why do some fail to deliver real value? Today, you can find over 500,000 search results on the topic, most supporting the need for buyer personas as a foundational component of effective marketing. Personas fail: 1.

Buyer Personas Require Regular Refreshing

Tony Zambito

During a series of articles entitled The Future of Buyer Personas is Social , I referenced several times that the social age will cause a rethinking of buyer persona research and development.   The Future of Buyer Personas is Social - Part 2 (buyerpersonainsights.com).

The Future of Buyer Personas is Social - Part 1

Tony Zambito

About a dozen years ago, I became involved with personas through fate by meeting Alan Cooper , at the time he just finished his landmark book The Inmates Are Running The Asylum , and becoming enamored with personas as a process to build more user friendly products. 

Best Practices For Identifying And Developing Marketing Personas For ABM

bizible

You’re not just marketing and selling to whichever individual downloads your content or interacts with your website, you have to be thinking about the entire account -- the whole team of people on the other side involved in the eventual decision. Identifying Marketing Personas.

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.

Informed Customer Understanding Should Guide Marketing

Tony Zambito

For example, one shiny object has been content marketing. For some who have gone “all in” with content marketing, they may just be discovering the constricting of their marketing to such has not been fruitful. by Anton Scherbik.

How to Develop Rockstar B2B Buyer Personas

B2B Marketing Insider

Learning to develop b2b buyer personas is essential to building a modern marketing organization. When implemented properly these buyer personas create stronger alignment across your different departments. Content Marketing

Mapping Buying Experiences: Creating Growth Through Aligning With Buyer Goals

Tony Zambito

Buyer Persona-driven : goal-directed buyer personas contribute to ensuring experience and journey maps are relevant and specific to a group of buyers and that they align well with the relevant goals of a specific buyer group.

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