Confusing Customer Segmentation, Buyer Profiling, and Buyer Personas Harms Marketing

Tony Zambito

Compounding the issue today is the prevalent use of the term buyer persona to describe customer segmentation and buyer profiling efforts. Which means CMOs and CSOs will need to be more discriminating about how they structure and organize their understanding of customers.

Customer Segmentation Basics Explained

Marketing Insider Group

We all want to get to know our customers better. If we could wave magic wands and have customers walking directly into customized products and services tailored with them specifically in mind, we would. To understand our customers better, we need systems in place […]. The post Customer Segmentation Basics Explained appeared first on Marketing Insider Group.

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What Can Customer Segmentation Do for Your Big Data Marketing?


Customer segmentation is the act of dividing your customer base into segments based on the shared qualities of groups of your customers. Database Marketing Big Data Marketing data segmentation

Getting Started With Email Marketing Segmentation


Email segmenting is one of the most powerful techniques for boosting open rates, CTRs, and total revenue per email. With the high cost for sophisticated email platforms and the technology segmentation requires, it makes sense. The Categorization Approach to Email Segmentation.

How to Make Audience Segmentation Truly Personal


When this is done on a group level it is called segmentation. Defining “segmentation” and “personalization” Segmentation and personalization are two different aspects – and, some might say, different generations – of online marketing.

Getting Started with Lead Segmentation in B2B Marketing


In the age of big data, marketers who have a handle on their lead data are able to segment leads into specified groups and then target each group with customized content and messaging. B2B Lead Generation Big Data Marketing Database Marketing Lead Segmentation

Target Your Best Prospects by Segmenting Your Best Customers

Modern B2B Marketing

Author: Mike Nierengarten As marketers, we work hard to acquire and retain new customers, but not enough of us spend much time thinking about what type of new customers we want to acquire by looking at our existing customer base. Calculate the Customer Value.

5 Factors to Consider When Segmenting Your Customers

Modern B2B Marketing

Everyone knows all the usual suspects for customer segmentation. In the next few years, the tools that we use for segmentation will give companies an even more significant understanding of each customer on an individual level. Effective segmentation digs deeply.

Ten tips for customer reactivation


Are you looking for the best ways to reactivate dormant customers and reduce churn? Consider which of these may be the most applicable to your business, your customers, and your objectives. The longer a customer is inactive, the more likely an eventual defection.

Improve Your Targeting Overnight With Data Segmentation


For years, marketers have been building customer profiles. Most marketers actually know their target customer quite well. What if you could fine tune this even further, separating your customers […].

Data Quality: The Make or Break Key to Successful Segmentation


By now, you know the positive impact good customer segmentation can have on your marketing efforts.

7 Ecommerce Segmentation Hacks for Profitable Customer Loyalty


While you won’t have those same face-to-face interactions in the online world, you know more about your customers than you think! With the right ecommerce and marketing platforms you have access to advanced customer segmentation that most merchants do not take advantage of.

How to Effectively Segment Your Inbound Leads


This is the first in a series of best practices blogs from Leadspace’s Customer Success team. When it comes to sending email campaigns, it goes without saying that a CEO is going to expect different messaging than a customer success manager.

Personalized Marketing Using Data Segmentation


Personalization in marketing is just one of the powerful goodies you can get from modern lead data segmentation and analytics. You can create a unique, fully customized customer experience that blows the competition out of the water.

5 Best Criteria to Segment Your Site Traffic and Personalize the Customer Journey

Marketing Insider Group

The post 5 Best Criteria to Segment Your Site Traffic and Personalize the Customer Journey appeared first on Marketing Insider Group. Marketing Strategy Customer Satisfaction & Loyalty Digital Marketing increase conversions marketing strategy segmentation

Geodemographics: Using Location-Based Segments for Targeted Marketing

Marketing Action

Segmentation strategies have long been a powerful way to target certain audiences, and geographic information is a key piece of the puzzle. Let’s take a look at the history of geodemographics and take a tour of the segmenting solutions being used in the marketplace today.

Predictive Analytics: Should Automated Content Selection Work by Segment or Individual?

Customer Experience Matrix

The point was the difference between basing content selection on individuals and on segments. The distinction these vendors were making is between selecting content separately for each individual and selecting the same content for all members of a segment.

We Need Better Audience Segmentation in B2B Content Marketing

Content Standard

Are you using audience segmentation in your B2B content marketing? Recently, I launched a campaign rolling out a new software product to three different segments: small business, mid-size companies, and enterprise organizations. ” Tackling Your Own Segmentation.

How To Lead With Customer-Focused Content

Tony Zambito

The voluminous nature of marketing and sales content is making it harder for organizations to get through to customers and potential customers today. The bar has now been raised for marketers to make it through the eye of the needle of customer attention. by Creative Stall.

Why and How to Improve Audience Segmentation for B2B Marketing


10 ways to segment your audience to meet the growing demand for personalization. In terms of technology, a marketing automation platform integrated with a CRM system can help you keep track of vital customer information, including defining characteristics, preferences and engagement history.

Should Customer Data Platforms Be "Marketer-Controlled"?

Customer Experience Matrix

Thomas Wieberneit argues in a thoughtful blog post that companies need one platform for consolidated customer data, but that Customer Data Platform isn’t it because the CDP is “marketer-controlled” by definition, and thus doesn’t support other departments.

Am I connecting with my customers enough? 10 tips for customer outreach


How’s your customer outreach? You might be looking at how to secure new customers and follow up on leads, but are you also keeping your existing customers happy? We hear a lot about customer engagement and outreach these days. Your customers are a key part of your story.

Automated Behavioral Segmentation: Personalized in Real Time


Automated Behavioral Segmentation: Personalized in Real Time Behavioral segmentation categorizes prospects in different groups based on their actions or engagement patterns. You must create dynamic web experiences that quickly encourage customers to convert.

Market Segmentation: Different customers need a different strategy

Direct Response Coach

But I also recognize the importance of market segmentation – and that not all customers have the same value in terms of revenue potential. The post Market Segmentation: Different customers need a different strategy appeared first on McCarthy and King Marketing. Many marketing executives like to keep things simple: Find a marketing strategy that works – and repeat. I subscribe to this approach myself – for the most part.

Jump-start your content marketing through better market segmentation


Yesterday’s Biznology® Webinar with Monique de Maio was about targeting different customer segments in your marketing. By not treating everyone the same, your messages and value propositions to each of these types of customers will better resonate and results will follow.

Stop Segmenting; Start Individualizing


But in today’s customer-centric world, every impression counts. According to Brendan Witcher, principal analyst for Forrester Research Inc, customers’ expectations reset every time they’re exposed to a better shopping experience. Witcher says they’re comparing all of their brand experiences, whether they’re with a bank, The post Stop Segmenting; Start Individualizing appeared first on Opentopic. First impressions are already important.

3 Steps to Applying Your Personas to Segmentation

Modern B2B Marketing

The answer lies in using technology to create segments, and tailor your marketing to each persona by assigning it a segment. Map Personas to Segments. Score Segments Based on Attributes. Apply Your Segments and Scoring to Marketing Programs.

New Approaches To Understand Customers Needed In A Digital Transformation World

Tony Zambito

Strikingly, in these same few years, you will also find developing customer understanding also on the list of CEO priorities. What becomes clear considering these surveys is that many CEOs see growth resulting from a strong understanding of customers. Illustration by Nikita Kozin.

BlueVenn Bundles Omnichannel Journey Management, Personalization, and Single Customer View

Customer Experience Matrix

The company offers what it calls an omnichannel marketing platform that builds a unified customer database, manages marketing campaigns, and generates personalized Web and email messages. The system can also look up information about a specific customer in real time if an ID is provided.

B2B Market Segmentation – Part 2: How to Approach Segmentation

Everything Technology Marketing

In part one of our segmentation series , we discussed the importance of and rationale behind market segmentation. Let's take a closer look at actual implementation of market segmentation. A better segmentation strategy is to start with why companies purchase a solution.

12 Ways to Segment Account-Based Advertising Campaigns


In fact, an analysis of our customers’ campaigns shows that Terminus account-based advertising campaigns targeting fewer than 25 accounts generate 400% more clicks than campaigns with more than 300 accounts. 10 Ways to Segment Your Advertising Campaign Audience by Account.

Stop Segmenting; Start Individualizing


But in today’s customer-centric world, every impression counts. According to Brendan Witcher, principal analyst for Forrester Research Inc, customers’ expectations reset every time they’re exposed to a better shopping experience. Witcher says they’re comparing all of their brand experiences, whether they’re with a bank, The post Stop Segmenting; Start Individualizing appeared first on Opentopic. First impressions are already important.

Marketing Automation Tips: Segmenting Your Customer Database


Sophisticated segmentation sounds intimidating. And in the past, it may have been, though most marketers can agree segmentation almost always drives better results. But, with the help of marketing automation tools like Marketo or Act-on, the segmentation game has changed for the better.…

How Should I Segment My Database?

Modern B2B Marketing

Which is why, as you contact your database, it’s essential that you divide that database into segments, and tailor your communications for each segment – as we’ve learned, 23% of engagement is explained by segmentation. How Should I Segment My Database?

A Framework for B2B Customer Segmentation – Part 1: Why Segment Your Market?

Everything Technology Marketing

Marketing segmentation is about subdividing markets into segments of customers that have similar needs and behaviors. But the craft of identifying and selecting the right segments is too often rushed and under-appreciated. In complex markets, segmentation is not trivial.

5 Simple Ways to Segment Your Social Media Audience


Segmenting their audience on social media. Segmentation is not a new concept for marketers. We use segmentation to send emails, create pricing models, and understand the behaviors of our most loyal buyers -- so why aren’t we applying this practice to social media?

How to reach your customers at work or at home


Have you ever wished you knew more about the consumer side of your business customers? The use cases seem endless: Enrich business and consumer profiles for better targeting and segmentation. Access hard-to-reach segments.

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How, And Why, You Should Calculate Customer Lifetime Value (CLV)


The true value of a customer is not just the size of the deal. Instead, it should be calculated with other (more important) factors such as how long they are likely to remain your customer. What is Customer Lifetime Value? Are you finding your most valuable customers?

What Is Customer Segmentation? A No-Frills Guide For Marketers


The most common challenges facing B2B marketers today is knowing who your customers are, understanding what makes them different, and figuring out how you can get them to convert. This process is referred to as segmentation. Customer Segmentation Defined.

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.” Strengthening The Common View Of Customers. 10 Essentials Of Becoming Customer-Centric With Buyer Personas.