ANNUITAS

AUGUST 19, 2022

This new organizational model represents a complete rethink of traditional B2B sales, marketing and customer service roles, with blended teams, organized around stewardship of customer journey phases. My most recent blog posts have proposed a new approach for B2B go-to-market teams — a Converged Growth organizational model.

Lead Ranking 130

Lead Ranking Paid Search Agency SIC Research 130

Heinz Marketing

JANUARY 26, 2023

To effectively become a category leader, you should aim to get involved in a community of key buyer personas in existing community formats. Some try to carve a niche in their category and one of the best ways to generate interesting and relevant content is by regularly doing industry research. How do you enhance category leadership?

Research 89

Research B2B Thought Leadership Thought Leadership Cold Calling 89

Act-On

APRIL 26, 2024

Blog Learn More Know your persona First things first: make sure your sales, marketing, and other relevant teams (like product) are in agreement on what your ideal customer looks like. This means having well-documented and up-to-date ideal customer profiles (ICP) and buyer personas, which will be essential in step five.

Lead Ranking 130

Lead Ranking Lead Scoring Marketing Qualified Leads Ideal Customer Profiles 130

Marketing Insider Group

JANUARY 30, 2024

We’re talking about key stuff like: Pulling in new customers Growing your business organically Making your sales and marketing more productive (and cost-effective) Getting the kind of data that powers smart, data-driven decisions And let’s not forget about giving your customers a consistently awesome experience. Value Model.

Ideal Customer Profiles 236

Ideal Customer Profiles Marketing & Strategy Work Management Marketing Management 236

Marketing Insider Group

AUGUST 1, 2023

Learning about your audience to connect with them effectively requires extensive research. While it’s great for research, we still recommend validating any information that comes out of your AI tool with your team, your own data, and your users. Can you build a marketing persona with the following attributes?

Marketing AI 228

Marketing AI Planning Marketing & Strategy Top of Funnel 228

Marketing Insider Group

SEPTEMBER 16, 2019

This bit of data from SurveyMonkey means marketers must up their original research game to help audiences better understand the markets that impact their businesses and the customers they support. And there are several reasons why original content research will improve your message, your marketing, and even your business bottom line.

Relevance 193

Relevance Research Opinions Content 193

Marketing Insider Group

MAY 15, 2023

B2B digital marketing is vital to modern business, as more and more companies rely on digital channels to find, research, and purchase products and services. Buyer Personas. A buyer persona is a semi-fictional representation of an ideal customer, based on data and research. Why Is B2B Digital Marketing Important?

B2B Marketing 310

B2B Marketing B2B Buyer Personas Mobile Advertising 310

Tony Zambito

MAY 7, 2021

Marketing and Sales Leaders Can Increase Their Value Through In-House Buyer Insights and Buyer Persona Development Capabilities. Since the origins of the buyer persona concept in 2001, buyers and their buying behaviors have always been in a constant state of change. And keeping pace with shifts in buyer behavior.

Buyer Personas 220

Buyer Personas Allocation Paid Search Agency Advertising Agencies 220

Tony Zambito

APRIL 10, 2011

  Here is a key issue facing organizations today: each time a new social technology is introduced, it ultimately alters the buying behaviors of the new social buyer persona.  This issue and the surrounding complexities call into question, for organizations today, their readiness for adapting to the new social buyer persona. 

Buyer Personas 100

Buyer Personas Organization Buying Cycle Buyer's Journey 100

Tony Zambito

APRIL 30, 2021

Marketing and Sales Leaders Must Build Core Competency of Understanding Buyer Persona Goals. We have heard the terms “organizational DNA” or “company DNA” often in attempts to articulate what an organization’s culture may be like. Far too often, organizations, be they B2B or B2C, can lack in their understanding of buyer goals.

Buyer Personas 176

Buyer Personas B2B Sales Organic Leads Profiling 176

Vision Edge Marketing

JANUARY 18, 2018

Being a data-driven organization, our first action was to conduct research on the topic as well as to dig into our own data to understand the best way to deploy ABM for our company. And being a metrics-based organization, we wanted to establish specific measures of success, key performance targets, and a quantifiable outcome.

Account Based Marketing 131

Account Based Marketing Research Planning ABM 131

Launch Marketing

MARCH 13, 2024

A successful framework produces coherent and consistent messaging that resonates with target audiences, differentiates your organization from the competition and communicates key value propositions. It is important to remember that company messaging should be related to your organization as a whole.

B2B Marketing 117

B2B Marketing Buyer Personas Paid Search Agency B2B 117

sagefrog

APRIL 16, 2024

The B2B buyer’s journey and buyer personas are critical aspects of this carefully constructed process. While almost any B2B marketer worth their salt will swear by the buyer’s journey, some marketers think that B2B buyer personas are a mixed bag. The Buyer’s Journey Stages Creating a B2B Buyer’s Journey What Are Buyer Personas?

Buyer Personas 62

Buyer Personas Ideal Customer Profiles Work Management Marketing Management 62

Tony Zambito

JANUARY 7, 2022

A place to start for most organizations and individuals is by having a common definition of empathy. First earning the right and then gaining the required deeper understanding involves doing so through qualitative buyer insights research. Especially so since the advent of and the ongoing COVID-19 pandemic.

Buyer Personas 221

Buyer Personas Research Analytics Marketing Report 221

Tony Zambito

JANUARY 21, 2022

What we now see is a myriad combination of data-centric efforts by organizations. Without realizing it, organizations can create the effect of a hamster on a wheel. And user research and user personas were originated to convey human-centered insights about user behaviors. Doing so with the holy grail of aspirations.

Marketing AI 204

Marketing AI Buyer Personas Marketing & Strategy Act-On 204

Tony Zambito

AUGUST 3, 2011

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.     Then a third-party option should be explored. 

Buyer Personas 100

Buyer Personas Organization Viral Marketing Ideal Customer Profiles 100

Tony Zambito

JANUARY 6, 2022

A significant trait that is necessary to lead organizations. In my 20 years since founding the concept of buyer personas , I have seen leaders struggle to answer what seems to be, on the surface, a simple basic question. Leaders who ask 50 colleagues in their own internal organizations are bound to get 50 different answers.

Buy 201

Buy Buyer Personas Leads Lead 201

Tony Zambito

JUNE 5, 2016

Recent research by SiriusDecisions found that for 80% of B2B buyers surveyed, customer experience counted as the top significant reason why they chose to work with a specific provider over another. This type of recent B2B research, accompanied by others in the past few years, points to the major influence customer experience now has in B2B.

Buyer Personas 100

Buyer Personas Research B2B Correlation 100

Contently

APRIL 6, 2023

Love them or hate them, buyer personas are key to creating successful marketing strategies and effective content. But here’s the catch: Developing buyer personas requires research, analysis, and attention to detail. What Is a Buyer Persona? A buyer persona is a detailed profile of a company’s ideal customer.

Buyer Personas 164

Buyer Personas Template Psychographics Customer Surveys 164

Tony Zambito

JANUARY 15, 2022

One view that leaders should look at is how to fill the void from creating growth strategies to having the organizations able to achieve them. Two voids that require buyer insights and growth-focused buyer personas. Investing in buyer insights research and buyer persona development to execute on new growth opportunities.

Buyer Personas 147

Buyer Personas Marketing & Strategy Validation Paid Search Agency 147

Tony Zambito

APRIL 17, 2016

Whereby organizations have struggled to break the 39% ceiling, in several surveys completed by CMI (Content Marketing Institute) the past few years, claiming their content marketing efforts have been somewhat to very effective. Bringing organizations, no closer to customers or buyers than when they first began technology implementation.

Buyer Personas 100

Buyer Personas Research Personalization Marketing Budget 100

Tony Zambito

DECEMBER 20, 2015

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. This is a welcome shift.

Buyer Personas 100

Buyer Personas Research Studies Demand Generation Agencies 100

SmartBug Media

AUGUST 1, 2019

With constant change being the norm in marketing and business, one thing remains the same: the need for marketing research. Marketing research is a helpful tool for organizations to better identify marketing strategies and evaluate business decisions using data. Develop Your Marketing Research Plan.

Research 81

Research Process Planning Marketing Budget Creation 81

Tony Zambito

JANUARY 26, 2022

Over the course of many years and just a few years as well, business leaders and organizations can develop preconceived notions about buyers and customers. In large organizations that have been in existence for decades, preconceived notions can become institutionalized. Steering them away from doing business with your organization.

Buyer Personas 221

Buyer Personas Business Startups Validation 221

Madison Logic

AUGUST 10, 2023

Identify and Prioritize In-Market Accounts and Buying Committee Members The demand for collaboration solutions reverberates across companies of all sizes; however, a distinct pattern emerges as larger corporations amplify buyer research efforts. According to Forbes, the global clinical and collaboration market forecasts a 17.3%

Enterprise Management 52

Enterprise Management Work Management Marketing Management Account Based Marketing 52

Tony Zambito

NOVEMBER 23, 2020

Buyer personas are archetypal representations of actual buyers that articulate insights into their goals. They are based on qualitative ethnographic research over a period of time. Your buyer personas are a picture in time of your buyers. There is an important caveat to updating buyer insights and buyer personas.

Buyer Personas 228

Buyer Personas Terms and Conditions Interactive Marketing B2B Sales 228

SnapApp

FEBRUARY 29, 2016

You’ve created your personas and made a commitment to keep them maintained and up-to-date. This post is intended for the individual (or team) spearheading the buyer persona process. In order to be successful, the information you’ve worked so hard to research and create must have a broad, company-wide reach.

Buyer Personas 54

Buyer Personas Organization Validation Organic Leads 54

Tony Zambito

OCTOBER 12, 2020

This transformative upending in B2B commerce has led to both buyers and B2B organizations viewing customer experience as a more important factor than product and price. Many customer experience efforts by B2B organizations have content marketing as a cornerstone for such initiatives. Perhaps even more.

Buyer Personas 310

Buyer Personas B2B Amazon Fulfillment 310

Tony Zambito

APRIL 20, 2021

This year, in July, will mark the 20th Anniversary of the origins of the Buyer Persona concept. Making the founding goal-directed methods of buyer persona research more critical than ever. For over 20 years, as the founder and innovator of the buyer persona concept, I’ve advocated for achieving a deeper understanding of buyers.

Buyer Personas 130

Buyer Personas Communities Organic Leads Research 130

Marketing Insider Group

JANUARY 21, 2022

If you’re a B2B social media manager, you’ve probably noticed that organic social media reach has been on the decline in recent years. With increases in paid ad content and algorithms constantly in flux, it’s easy to see why it’s becoming increasingly challenging to reach followers with organic campaigns. Study Best Practices.

Social Media 318

Social Media Organization Media B2B 318

Tony Zambito

JUNE 26, 2016

For example, some content marketing pundits believe you should separate out audience personas. Because these are different, in theory, from your buyer personas. I believe this approach may only exacerbate the compartmentalization based on the faulty premise of making personas about the “who”. Focus on Customer Scenarios.

Buyer Personas 104

Buyer Personas Research B2B Fulfillment 104

Madison Logic

JULY 6, 2023

Although the widespread use of AI is predominantly observed among leading enterprise companies, there has been a significant surge in research on AI solutions by small and medium-sized businesses (SMBs). According to Gartner , SMBs are defined as organizations with 100 to 999 employees.

Advertising Mediums 52

Advertising Mediums Research Account Based Marketing SMB 52

Tony Zambito

JUNE 8, 2020

A quarterly monitoring study of buyer attitudes about buying decisions during and after the COVID-19 Crisis, the COVID-19 Buyer Outlook Insights study will bring timely and essential buyer persona-based decision-making about when and how to resume marketing and sales.

Studies 162

Studies Buyer Personas Paid Search Agency Sample 162

BenchmarkONE

NOVEMBER 19, 2020

Keyword research is the first step in a well-thought-out and successful SEO strategy. Because keyword research is such a determining factor in whether or not prospects discover your business, it’s natural to want to handle it with the utmost of care. Gone are the days of off-the-cuff keyword research. The results? a month. .

Paid Content 94

Paid Content Keywords Research Paid Search Agency 94

Martech

FEBRUARY 20, 2024

This content includes articles, blogs, videos and podcasts, as well as in-depth whitepapers and research. Increasingly, B2B customers depend on self-guided research on digital channels to find out more about business products and services and reach buying decisions. And the persona will help shape the content geared to these roles.

Marketing AI 133

Marketing AI B2B Marketing B2B Thought Leadership Content Marketing 133

Content Standard

APRIL 2, 2019

Audience personas, segmentation, and journeys are common pillars of content marketing —informing all elements of the content strategy, targeting techniques, and distribution methods. Original research for content marketing takes the guesswork out of audience development. Thorough audience research incorporates qualitative methods.

Research 105

Research Content Marketing Paid Search Agency Content 105

Martech

APRIL 8, 2024

MarTechBot now has 10+ personas to provide more targeted responses. For this prompt, try selecting the business analyst persona. Market research: Duty: The business analyst will conduct market research to gather insights about customer preferences, competitor analysis, and market trends. Get MarTech! In your inbox.

Business 105

Business Best Practices Marketing AI Forecasting 105