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. Compounding the issue today is the prevalent use of the term buyer persona to describe customer segmentation and buyer profiling efforts. I believe, in part, the issue is fertilized by efforts to capitalize on the emerging popularity of the term buyer persona.

7 Reasons To Update Your Buyer Insights And Buyer Personas

Tony Zambito

Buyer personas are archetypal representations of actual buyers that articulate insights into their goals. Your buyer personas are a picture in time of your buyers. There is an important caveat to updating buyer insights and buyer personas.

Insiders

Sign Up for our Newsletter

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

How to Create An Ideal Client Profile

Zoominfo

Building out ideal client profiles is the same idea — creating something in the short term that will help you market and sell to your audience in the long term. It all comes down to building out client profiles. What Is An Ideal Client Profile (and why you need them).

How to create marketing that sings—with the most effective marketing personas

Litmus

The answer may very well be: Personas. What is a persona? A persona—sometimes called a user or buyer persona—is a representation of your key audience. It’s important to note that personas are representations only. What makes a good persona?

Demographic Segmentation: What Is It & How Can You Use It?

Unbounce

A stock image of a woman holding her Yorkie grins at you from above this user persona description. The profile kinda helps you understand your audience, but how the heck would somebody have 1.5 Don’t get me wrong—personas can be great for understanding your audience at a surface level.

5 Reasons Why Your Buyer Persona’s Aren’t Good Enough

B2B Lead Generation

Bad buyer personas. Think about it, your buyer personas are the building blocks of your marketing campaigns. That’s why I’m sharing five easy ways to improve your buyer personas. What is a buyer persona? In the most basic sense of the phrase, a buyer persona is a profile of your ideal customer. These profiles are made up of existing customer data, anecdotal observations, industry research and much, much more.

How to Create an Ideal Customer Profile

Heinz Marketing

What is an ideal customer profile? An ideal customer profile (ICP) is a description of the company—not the individual buyer or end user—that is a perfect fit for your solution.” What is an ideal customer profile not ? An ideal customer profile is not a buyer persona.

2020 Tips: Developing Buyer Personas

Sharpspring

But what about developing buyer personas? And effectively developing buyer personas can help you do just that. Buyer personas are fictionalized profiles of individual ideal customers, rooted in data from your existing successes. Buyer Persona Statistics.

The Ultimate Guide to Creating B2B Buyer Personas

SalesIntel

Every organization should have a B2B buyer persona to understand their leads and audience better and ultimately strive to stand out from their competitors. But what are buyer personas? This is your ultimate guide on B2B buyer personas. What Is A B2B Buyer Persona?

How Can You Use Data to Build Better Personas?

Zoominfo

At their best, personas can help us better understand users and meet their needs. personas based on poorly sourced data, or worse, no data at all), they can be highly misleading and result in failed product launches, subpar marketing campaigns, and lost sales. Identify buyer personas!

Identifying Buyer Profiles: 5 Ways To Segment Your Marketing Audience

Oracle

Segment by Persona. ?The The Holy Grail of targeted marketing, these can be parsed in many ways: responsibility and/or job description, which department they work in, and which demographic they inhabit. Whatever the persona, you should understand which part of your business they care about. Well-understood personas are the basis for amazingly effective lead routing, scoring, and nurturing efforts, as they help your automation tools work smarter, not harder.

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?

Lead Generation Strategy: Defining Clear Customer Profiles and Buyer Personas

Unbound B2B

Not to mention, any content marketing you do without profiling your audience is bound to miss its intended mark. This is where creating customer profiles or buyer personas comes in. By profiling your customers and working with personas, you narrow down your audience into workable groups. What is a Buyer Persona? A buyer persona is a model of the customer you wish to target. Creating a buyer persona tells you who is likely to buy your product.

Creating Awesome Buyer Personas

RockContent

It may be hard to find the time to create and maintain buyer personas, but some powerful new research from Cintell suggests it’s more than worth your while. Articulate the value of personas to all team members. You can do your research, develop insights, and even pen the perfect name for your personas, but won’t matter if your team or your cross-functional partners don’t buy in. Selling the value of personas is something you should be doing from the outset.

The Emerging Importance Of B2B Ethnography To Buyer Personas

Tony Zambito

From a research point of view, not much has changed or moved beyond buyer profiling in the last couple of decades. Even more so, buyer profiling is still confined within the context of win/loss despite changes in terminology. Which, then leads to organizations staying in the status quo of buyer profiling, as well as, win/loss analysis.). Content, which suggests finding out basic demographics, pain points, personalities, and buying criteria.

The Ultimate Guide to Developing Buyer Personas (with Templates!)

Single Grain

This post was updated with more in-depth content, templates and examples on how to craft the perfect buyer persona. If you want to have the best chance of getting the attention of prospects in an ad-heavy world — and, more importantly, convince them to buy from your company — you’ll need to build buyer personas. What Is a Buyer Persona? First up, let’s discuss exactly what a buyer persona is. The Science of Building Buyer Personas (infographic). NOW UPDATED!

5 Tips to Easily Develop Your B2B Buyer Persona

KoMarketing Associates

While your team may have all types of strategies in place to carry out marketing messages, without B2B buyer personas, you could be missing the mark when it comes to getting your efforts consumed by target audiences. B2B buyer personas are fictional representations of your target audience members, which help to better align campaigns all along the buying journey. While all of the above may sound great in theory, the truth is, there is an art to creating effective B2B buyer personas.

How to Create a Buyer Persona (Includes Free Persona Template)

Hootsuite

Defining a buyer persona (also called a customer persona, audience persona, or marketing persona) helps you create content to better target your ideal customer. Buyer personas remind you to put your audience’s wants and needs ahead of your own.

Job Candidate Personas: A Guide for Recruiters

Zoominfo

Fortunately, with the help of job candidate personas, you can find, target, and recruit the best candidates in the workforce. Ready to learn more about candidate personas? What are job candidate personas— or career personas —? Marketers have long used buyer personas to identify their ideal customers. A job candidate persona is a semi-fictional representation of your ideal candidate. Why should I use job candidate personas? Create your personas.

How to Create Detailed Buyer Personas for Your Business [Free Persona Template]

Hubspot

Do you know who your business's buyer personas are? Buyer personas are semi-fictional representations of your ideal customers based on data and research. Okay, so personas are really important to my business. Why exactly are buyer personas so important to your business?

Bye-Bye, Traditional Buyer Personas!

Televerde

Long gone are the days where generic, stock-photo buyer personas like ‘Mary from marketing’ and ‘Francine from finance’ determined the direction of our marketing campaigns. Demographic data and superficial buyer profiles will not be what gets us there.

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.    Along with Alan Cooper, these folks are the real forerunners of personas back in the late ‘90’s.    I wound up on a path afterward searching for a way to make buyer personas a reality. 

Understanding Your Ideal Customer Profile Can Drive Personalized Web Experiences

Oracle

But this is easier said than done because in order to become customer-centric you need to truly understand your ideal customer profile. The typical exercise for zeroing in on your target audience is to develop buyer personas, which are representations or archetypes of the ideal buyers – usually expressed as fictitious characters blending the most common attributes. However, many marketers struggle to get a well-defined persona.

New B2B Persona Research From Salesforce and LinkedIn Study

B2B Lead Generation

When was the last time you looked at the quality and accuracy of your B2B persona and contact data? Mathew works with Salesforce and is the Principal of Marketing Insights to talk about the just released report, B2B Personas: Targeting Audiences. The B2B Persona project from Mathew Sweezey. Which, as a marketer, is not enough information for us to know if they are still in our persona or not. Some people leave that persona completely.

Buyer persona: step by step to build the perfect persona for your business

RockContent

To achieve this objective, and accurately reach your audience, you can start by building a buyer persona , also known as a persona. This content will cover the following topics: What is a buyer persona? What is the impact of a buyer persona in marketing? Build the persona.

Buyer Personas Require Qualitative Research and Contextual Inquiry

Tony Zambito

Buyer Persona Development and the qualitative research methodology applied to creating buyer personas have proven to be an effective means for B2B organizations to reach a deeper understanding of their buyers.    Buyer persona development methodology is at its core a research methodology.    I have seen a plethora of articles and services that portray buyer personas as something completely different.  Image by XXC via Flickr.

How to Create Buyer Personas to Boost Your B2B Marketing

The Lead Agency

This means going further than demographics to get a real sense of who your buyer is and what drives them. This can be done by building buyer personas. A buyer persona is a research-based profile that depicts a target customer. Steps to Creating a Buyer Persona in B2B.

Intelligent Personalization: Persona vs Personality Marketing

xiQ

Persona based marketing is dead. Traditionally, B2B marketers have relied on the age-old tactics of stereotyping individuals into personas i.e cohorts based on similarities in their demographics, roles, age, and gender.

How to Create an Audience Profile, And Why You Should [+Examples]

Hubspot

Determining your audience profile is a critical step in ensuring your campaign is successful. An audience profile can help you personalize your campaign's messaging to reach those most likely to convert, and limit the amount of spend you might've otherwise wasted on underperforming ads.

Creating Perfect Buyer Personas

Valasys

Buyer personas are the second most popular criteria for content segmentation according to B2B marketers yet only 44% actually utilize them. The written characterizations that a B2B marketer creates about the buyers who make vital decisions regarding the product, service or solution that is being offered is known as a buyer persona. The persona that is developed becomes a foundation for any business that depends heavily on customer acquisition, conversion, and retention.

How Buyer Personas Can Improve Your B2B Lead Generation Aim

The Forward Observer

With properly researched buyer personas you can make sure your content is always on target. What Are Buyer Personas? But buyer personas come pretty darned close. Buyer personas are not the traditional marketing demographics. Too often, Buyer Profiles are nothing more than an attractive way to display obvious or demographic data. To research and build an effective buyer persona, you must talk to buyers…. “.

Bring Context to Your B2B Content Using Buyer Personas

Circle Studio

Creating buyer personas helps you visually picture your buyers and understand them on a deeper level. Buyer personas defined. While the term “buyer personas” is fairly common vernacular in modern marketing, the definition is sometimes misunderstood.

3 Questions to Answer When Creating Personas for B2B Marketing Campaigns

Launch Marketing

Multiple characteristics can be used to fuel persona creation. Consider these questions when defining the B2B buyer personas for your marketing campaigns. Sample categories of firmographics used to create personas in B2B marketing include industry, company size and location.

If Your Leads Stink, Time to Update Your Buyer Personas

Sales Engine

Lead generation is not about buying lists with basic demographic (like titles, industries, and revenue size), which is why it’s so annoying when list vendors position themselves as lead generation companies just because they have contact information. This requires way more than just knowing the demographic information on your prospects. Demographic information and other routine data points are not enough to understand how to be heard above the noise.

A Buyer Persona Template for the B2B Marketer

The Effective Marketer

With the new hype of content creation now making the rounds of webinars, books, and whitepapers another term has regained the spotlight: the buyer persona. I was reminded once again of the importance of creating buyer personas during Bulldog Solutions event on Marketing Benchmark in which Rob Solomon walked us through their five step process for organizing your marketing programs: Business Case. Who’s Involved in Creating Personas. Buyer Personas for the B2B Marketer.

The 10 Rules for Creating a Buyer Persona: Rule 2

Tony Zambito

  One of the most visible is those who promise to draw your caricature profile on the spot.    My answer to them these days when they “bark” at me to sit down and have my profile drawn is – “if you can make me look 10 years younger, I’ll do it!”    This next rule has to do with profiling.    Customer profiles have been around for a very long time.  This is a very common misunderstanding about a buyer persona.  

Effective B2B Marketing Starts with Customer Personas

Schubert B2B

Whether you are starting a new B2B marketing program or have been actively executing one for some time, it’s important to clearly identify your customer personas. To stay in tune with your current customers and win the mindshare of prospects, here are four things to keep in mind about personas: 1. Customer personas are composite profiles of your buyers. We recommend creating one persona for each of your key markets.