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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. Rethinking Buyer Personas. by Louis Prado.

5 Ways B2B CMOs Can improve Audience Development With Buyer Persona Research

Tony Zambito

The term, audience development , has become more ubiquitous in the world of marketing. For B2C CMOs, the concept of developing audiences and communities has been an essential core principle for some time. For B2B CMOs, the idea of audience development and engagement can be perplexing.

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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.

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

Tony Zambito

In this same survey mentioned above, it was found 50% or more of marketers surveyed have not engaged in researching and creating buyer personas for their marketing efforts. 10 Essentials Of Becoming Customer-Centric With Buyer Personas. The same goes for buyer personas.

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. Purchase history and purchase patterns (including budgets).

Mapping Buying Experiences: Creating Growth Through Aligning With Buyer Goals

Tony Zambito

Creating distinctive and engaging experiences, as part of how people and businesses go about making purchases, is getting more attention today than ever. Scenario-driven : oftentimes, the concept of journey mapping is mistaken to be a generic overview of a generalized buying process.

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Beyond Buyer Profiling To Buyer Personification

Tony Zambito

Whereby sales organizations, in particular, went through training on how to adapt to the personalities of individuals in the buying process. Buyer personas are an extension of this concept regarding how to understand buyers in this humanizing context. by Evan Shuster.

Informing Content Strategy with Buyer Persona Development

Tony Zambito

  Buyer persona development is a methodology for informing strategy.    CMO’s today should have on the table a robust understanding of their buyer personas and relevant segments before committing what are not so cheap dollars to content marketing tactics. 

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.

3 Ways CMOs Can Achieve Deeper Insights Into The Customer Journey

Tony Zambito

In fact, the first large scaled buyer persona development initiative ever done was accompanied by detailed customer journey mapping in 2002. The second aspect to consider here is journey mapping, as done today, still has its claws in processing mapping dating back to the TQM movement. This is where consumer personas and buyer personas can be helpful. by Vica Design.

Buyer Decisions Are Not What You Think

Tony Zambito

When marketing and sales leaders often think about how buyers make decisions, they are viewed through a prism of buyers making rational and process-driven decisions. Essentially another name for mapping the buying process. by Gregor Črešnar.

Why Personas Fail


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 Understanding The Goals And Intent Of Buyers Can Transform Marketing

Tony Zambito

Understanding this relationship allows for a deeper analysis of buying behavior and what truly is driving purchase decisions. This is also an important principle behind buyer insights research and buyer persona development. Transformation by Yu Luck.

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.

Pursuit Of Goals Drive Buyer’s Journey

Tony Zambito

The idea of understanding the process by which buyers make choices and decisions has been around for quite some time. In sales for the past few decades, it has been called understanding the buying process. Customer Journey by Rafael Garcia Motta.

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.    This has profound implications for buyer persona research. 

The Telltale 8% Drop In Content Marketing Effectiveness

Tony Zambito

With the amount of hype, “content about” content marketing, growth of content marketing agencies/consultants, and the explosion of content marketing conferences, the instinctive thought process is this percentage should be increasing – not decreasing. by Aha-Soft.

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.   Future of Buyer Personas is Social - Part 3 (

The state of B2B marketing in Asia—moving toward digital


He kindly agreed to share his perspective on B2B developments in Asia. The headline numbers for regional economic growth, infrastructure development, and transactions are large in the aggregate, but made up of many small deals. We offer content development services too.

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Why Personas Fail

Marketing Insider Group

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.

9 Questions You Need to Ask When Developing Buyer Personas


Buyer personas are a crucial component of successful inbound marketing, particularly for the sales and marketing departments. But once you sit down to craft your personas, you may find yourself staring blankly at a white screen for some time, wondering where on earth you're supposed to begin.

Why You Need to Create Buyer Personas (and How to Do It)


It may be hard to find the time to create and maintain buyer personas, but some powerful new research from Cintell proves it’s more than worth your while. Articulate the value of personas to all team members. Look at how purchase decisions are made.

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. 

Should your B2B Marketing Plan Include Company Personas?


Part 1 of 2: The Confluence of Buyer Personas and Company Personas (look for part 2 coming soon with our partners at HG Data). The idea of creating buyer personas has long been used by marketers to create a human profile of our buyers. What are the benefits of company personas?


Exo B2B

According to a survey conducted by ITSMA, currently 44% of marketers are using personas in B2B. This trend is quite logical and profitable when personas are developed with method and rigor. The IT tools that allow us to process data are more efficient and specialized.

B2B Marketing Rock Stars: Data Is Driving Modern Buyer Personas

Crimson Marketing

Traditionally, B2B marketers have created buyer personas from customer hunches, not factual customer data. “As a result, a vast majority (83%) of B2B marketers say that their buyer personas are only ‘somewhat’ effective, according to a study from the ITSMA.

Why Lead Scoring and Personas Need To Be Connected

Digital B2B Marketing

Lead scoring and personas are popular topics in B2B marketing. Until B2B marketers begin talking about personas and lead scoring together they are missing an simple way to identify missed sales opportunities. Demand Generation lead scoring personas

3 Steps to Applying Your Personas to Segmentation

Modern B2B Marketing

You have spent months creating your list of personas. How do you actually humanize these personas, find them in the marketplace, and target them appropriately? The answer lies in using technology to create segments, and tailor your marketing to each persona by assigning it a segment.

How Buyer Perceived Risks (BPR) Affects Buyer Behavior and Purchase Decisions

Tony Zambito

The notion that perceived risks influences purchasing behavior has been around for quite some time.    As we have seen an increase in the complexity of the buying process, we are seeing a correlating increase in Buyer Perceived Risks (BPR)© associated with purchase decisions. 

Your Top Ten Questions About B2B Buyer Personas

The Mx Group

Recently, we partnered with Demand Gen Report to present a webinar about the power of personas. What role should Sales play in the development process? We’ve developed personas, but they aren’t getting used. How often should we refresh and update personas?

3 Ways To Connect With Today’s B2B Buyers

Tony Zambito

This is part 4 of a limited series on why buyer choice modeling is the new view B2B Business must adopt to improve revenue performance and develop long lasting relationships with buyers. Image via Wikipedia.

Rethinking Your Buyer Persona: Who is the Real Decision-Maker?


It’s commonly known that buyer personas are essential to any successful inbound marketing strategy. The Real Buyer Persona Is The Online Researcher. New Reality: Non C-Suite Researchers Influence B2B Purchase Decisions. Buyer Personas

How Kele Developed a Personalized Email Strategy

Modern Marketing

Through the optimization of marketing technologies and processes, she helps her clients better understand and engage their customers. Marketers must first identify each of their diverse buyer types, and then construct a strategy to speak uniquely to each persona.

Buyer Persona Basics

Marketing Action

“A buyer persona is an example of the real person who buys, or might buy, products like the ones you market,” according to Adele Revella , who also advises that you hold direct interviews with real buyers and build your personas based on what you learn in those meetings.

Live Blogging from the SiriusDecisions Forum on Operationalizing Personas


Reporting live from sunny, chilly Waltham, MA where 50+ B2B marketers sit rapt as SiriusDecisions Research Directors Pat McAnally and Christina McKeon walk through the challenges, goals, and best practices of operationalizing buyer personas. Top Challenges Related to Buyer Personas.

How Marketers Use Data to Develop Personas


As it relates to buyer personas, the study uncovered some key insights as to how marketers are using their database today with buyer personas. Today, many companies are using their existing contact database to formulate personas. Download the persona optimization framework.

Use Buyer-Based Selling To Engage The New SMB Buyer

Tony Zambito

Far too often, who the SMB buyer is and understanding how and why they make purchasing decisions gets lost in the shuffle of statistics on number of dials, connections, and product pitches. Model Buyergraphics : stopping at buyer personas today is a grave mistake.

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The New Social Buyer Ecosystem

Tony Zambito

  A new social buyer ecosystem is developing with implications on our conventional thinking about how B2B buyers in particular may actually go about researching and buying. The Future of Buyer Personas is Social - Part 2 ( Image via Wikipedia.

Use Buyer Personas to Segment by Buying Behavior

Tony Zambito

  This may have been just fine – that is – until buyers have become fairly self-directed in the buying process as well as enabled by the Internet and social technologies.    Here is where buyer persona development can be of help.  Image via Wikipedia.

The Ascent of the Social Buyer

Tony Zambito

One of the more interesting developments in the ascent of the social buyer has been the new expectations of social engagement.  This is an interesting development because it blends into a concept long held in consumer psychology and sociology.  Image via Wikipedia.