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Why A Buyer Persona Sales System Is Needed In A New Era Of B2B

Tony Zambito

Sales Leaders Will Need To Implement A Buyer Persona Driven Sales System To Adapt To New Buyer Behaviors And Preferences. An era that will redefine the seller-buyer relationship in ways we only have a hint of today.

What is a Buyer Persona Insight? And, how to develop a rockstar B2B buyer persona?

Business Brainz

B2B revenue leaders and marketers are spending a lot of their time focusing on understanding buyer personas. One of the best ways to dive deep into your prospective customers is by building a buyer persona insight. What is a Buyer Persona? Now, what is a Buyer Persona Insight?


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Roger That: Developing Meaningful Buyer Persona Relationships

Tony Zambito

  Roger Martin, Dean of the Rotman School of Management at the University of Toronto authored such an article in the Harvard Business Review entitled The Secret to Meaningful Customer Relationships.   For quite some time, in fact the last ten years, I have made the point about buyer personas being based on qualitative insights that lead to a deeper understanding of customers and buyers. Image by Emmanuele Contini via Flickr.

Eloqua Persona Development: Return Path Case Study

Eloqua Tips and Tricks

Eloqua Persona Development: Return Path Case Study. What is an Eloqua Persona? Eloqua Personas are customer archetypes of typical, target users representing a group of people with shared behaviors, goals, pain points, and delighters (things that can make them happy).

Brand persona: differentiate your business with this strategy


Brand persona and buyer persona are two separate concepts in marketing, and both can help your company get better results when communicating with your audience. In this article, we will address: What is a brand persona? How to build a brand persona?

Reboot Buyer Insights To Drive B2B Growth

Tony Zambito

The realization is setting in for senior executives that the time to develop their buyer insights assets and competencies is becoming mission-critical. 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 Let us examine 5 signs indicating to senior executives it is time to reboot: Your Buyer Personas Are Outdated. Illustration by Gregory Cresnar.

How to Effectively Develop B2B Buyer Personas

Launch Marketing

Virtually all B2B marketers agree that it’s essential to develop buyer personas and apply them in all aspects of their marketing efforts. But despite this recognition, there is a great deal of variance and inconsistency in how buyer personas are developed and applied. Before we get into the steps for developing personas for your organization, let’s get aligned on some of the basics and explore a few foundational questions surrounding B2B Buyer Personas.

MarTech Takes You from Business Development to Brand Development


A/B testing can help you optimize the offer and to maximize the bottom line. This AARRR model was developed for e-commerce and startup growth. Due to how important segmentation and ad persona development have become, knowing your customers better and following every behavior is integral to marketing plans. Therefore, this model can be useful to help chart digital marketing activities. The Gartner survey above shows how MarTech investment jumped 29% in 2018.

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.    This may be especially true in B2B organizations where inbound competencies haven’t been developed and measurements for productivity are based on outbound calls, appointments, and deals.  Image via Wikipedia.

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


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?

The Future of Buyer Personas is Social - Part 2

Tony Zambito

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.    In part 2, I would like to offer perspectives on why the practice and process of buyer personas, as we’ve known them for the past decade, must undergo significant change to be relevant in the social age.  Image by daniel_iversen via Flickr.

Persona-Centric Product Messaging for SaaS Marketers

SmartBug Media

SaaS product messaging needs to help you give a clear description of your tech, who you serve, and the benefits you can provide. But one challenge SaaS marketers have is demonstrating the right features to the right persona to show the highest value.

Creating Scenarios About Your Social Buyer Persona

Tony Zambito

  What is new is that story telling is beginning to gain acceptance as a planning tool for strategies focused on buyer experience interactions and understanding the social buyer persona.    As we enter the social age, scenarios that tell stories can help shape strategies as well as guide organizational understanding of how to interact with the social buyer persona.    Using Context for Social Buyer Persona Strategy (

Human to human marketing: how to create a long-lasting relationship with your client


This is a kind of marketing that promotes closer relationships, made by people and for people. The only reason why androids could never replace humans is that they don’t build relationships. In this model, relationships between companies and customers develop based on long-term trust. In this relationship, making mistakes and testing is allowed. This is how relationships evolve!

The Ultimate Guide to Creating B2B Buyer Personas


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?

Importance of Context to Understanding the New Social Buyer Persona

Tony Zambito

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.    Obtaining contextual understanding of the new social buyer persona will be a key element of formulating strategies that are successful and embraced by buyers. How Ready is Your Organization for the New Social Buyer Persona? Image via Wikipedia.

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.      One new important principle is the need to change from a static perspective of buyer personas to an ongoing refreshment of buyer personas.    The design of buyer persona research becomes critical given this important premise. 

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? To do a detailed audience analysis to help marketers understand how they can improve marketing accuracy. 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. Some people leave that persona completely.

7 steps for marketing strategy development


Making digital channels are a priority in your marketing strategy development. To help you with that, we prepared a list of the main 7 steps you have to take to create cheaper and more effective marketing strategies on digital media. The 7 steps for a marketing strategy development.

Goal-Directed Marketing: How Marketers Can Help Buyers Achieve Their Goals

Tony Zambito

While this type of intelligence is helpful, it lacks insights into the goal-directed behavior of buyers and why they make the choices they do. As simple as the word goal is, there is much misunderstanding about goals and goal-directed behaviors. (With regards to buyer personas, I have seen the word goal used more commonly but superficially in nature.). The above are significant reasons why buyer personas can end up being ineffective. coaching by Gilbert Bages.

Future of Buyer Personas is Social - Part 5 (6 Essentials To Embedding Into Your Organization)

Tony Zambito

This is the fifth and final part of a series of reflective articles on the future of buyer personas in the social age.    In this final reflection, I offer 6 essentials to embedding buyer personas into your organization.     A return to the origins and original meaning of buyer personas that was lost as the term went viral.    Whereby the archetype buyer persona created represents an interface to the research conducted. 

New Buyer Insights Needed To Unlock Growth In An Era Of B2B Digital Transformation

Tony Zambito

A new era of business will develop in the next 10 years that will fundamentally change how organizations work, conduct business transactions, and establish relationships. It is troubling to see in the world of buyer personas, for instance, many mistakenly created buyer personas representative of buyer intelligence rooted in the past. Developing Ecosystems. As new digital ecosystems develop, it increases the need for collaboration.

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


It works like a conversation, where you and your audience build a relationship. So, if you want their attention, they should see that you understand and want to help them. This content will cover the following topics: What is a buyer persona? What is a buyer persona?

Future of Buyer Personas is Social - Part 4 ( A New Role and Framework)

Tony Zambito

This is the fourth part of a series of reflective articles on the future of buyer personas.    In part 1 through part 3 I focused primarily on misconceptions, what needed to change, and why changes must take place in buyer persona development in the social age.    In part 4, I would like to center on the role needed in organizations for buyer persona development to adapt to social business. The Science of Buyer Persona Research.

Use Buyer Personas to Segment by Buying Behavior

Tony Zambito

  Here is where buyer persona development can be of help.    In a previous article, Buyer Personas Require Qualitative Research and Contextual Inquiry , I mentioned that buyer persona development is at its’ core a research methodology grounded in the practices of qualitative research and contextual inquiry.  Buyer Personas Require Qualitative Research and Contextual Inquiry ( Image via Wikipedia.

Lead Nurturing: 4 Steps to Do That Help More Customers Buy


The goal of lead nurturing is to help potential customers on their buying journey. ” It’s about helping them progress along the way to get more sales. Salespeople often struggle with developing nurturing content without marketing support.

Developing Client Personas to Give Content a Personal Touch


One way to build such relationships through marketing is by creating a library of great “content.” Create individual “personas.” You need to identify specific personas of your ideal clients and then gear your content toward them, because it takes more than just a broad cookie-cutter approach to attract these people. Client Personas Content Marketing Marketing (General

10 Ways Predictive Analytics Can Help You Achieve Your Marketing Goals

Marketing Insider Group

Taking CX seriously is an excellent way to stand out from the noise that’s saturating your industry to help you win loyal customers. Using critical consumer data can help you predict future behavior among customers. Today, the competition among businesses is fierce – especially online.

Are Companies Ignoring Their Best Source For Buyer Insights?

Tony Zambito

An outcome of insularity is organizations can develop an over-reliance on quantitative data in all aspects of a business. An over-reliance on data and even in recent developments related to machine learning and artificial intelligence can cause companies to miss the all-important social context. It also is uncovered through new connective relationships from what has always been known. Where do buyer personas fit in this emerging environment?

The Emergence of the Social Business Persona

Tony Zambito

  As the Internet changed our very means of how we view information, social media technology and social media channels are changing our views of customer relationships and conversations.    The need to develop (and design) Social Business Strategies as opposed to thinking only at the social media level is more paramount than ever.    This third evolution is the emergence of the Social Business Persona.  Image by webtreats via Flickr.

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.

The Ultimate Guide to Business Development and How It Can Help Your Company Grow


Imagine working for a company without any employees dedicated to growing and developing the business. That’s why companies establish business development practices and hire employees to focus on these tasks (among others) to help them grow. Business Development vs. Sales.

Using Context for Social Buyer Persona Strategy

Tony Zambito

Without context in strategy planning for the new social buyer persona, we are left with a factual approach to identifying target social buyers.  In my previous article, Importance of Context to Understanding the Social Buyer Persona , I mentioned that there is a resurgence of contextually researched-based persona development.    We’ve seen buyer personas become popularized over the past few years for marketing and sales. 

How Understanding The Goals And Intent Of Buyers Can Transform Marketing

Tony Zambito

The relationship between intent and goals is a very important one. Understanding this relationship allows for a deeper analysis of buying behavior and what truly is driving purchase decisions. Primarily, it helps with making sense of the tasks and activities buyers perform. This is also an important principle behind buyer insights research and buyer persona development. Yes, we used the help of a third-party firm. Transformation by Yu Luck.

Create B2B Buyer Personas that Inform Content Marketing Strategy

Marketing Interactions

Successful content marketing requires more than just a commitment to creating content—it requires a developed, planned strategy. One of the key foundational elements to a content marketing strategy is a buyer persona. Yet merely 57% of B2B marketers say they have a deep understanding of the buyer personas included in their strategy. A B2B Buyer Persona is a Functional Tool—Not a Poster with a Few Platitudes. 4 Steps to Developing a Buyer Persona.

6 Steps in Developing a Data-Driven CRM Strategy


Customer relationship management, or CRM, as we all know it, is about making sure the customer is at the center of everything you do. CRM stands for customer relationship management — and relationships are truly what business success all about.

Conduct Insightful Persona Interviews

Marketing Advisory Network

When well executed personas can help you accelerate demand, increase conversion rates, secure loyalty and improve your relationship with sales. Your personas will only be as helpful as the quality of the research you conduct. And while you will augment interviews with surveys and online research you can not generate personas of value without validating your work with solid interviews. Thinking about conducting persona research?