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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.

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.

The Emerging Importance Of B2B Ethnography To Buyer Personas

Tony Zambito

A case in point is we see a glut of content on what to find out about buyers, especially related to buyer profiling “repackaged” as buyer personas. Yet, not very helpful for addressing the three concerns mentioned earlier nor to true goal-directed behavioral research related to 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. And, mixing the terms through the nameing convention of buyer persona profile.

B2B Marketing Trends for 2016

They're adopting buyer personas, content targeting and. Follow the ICE Formula: • I – Identify your Buyer Persona. A buyer persona is not a zombie—but a profile based. automation, persona development and mapping the customer journey. B2B Marketing.

Overcoming The Content Personalization Challenge With Buyer Persona Research

Tony Zambito

Buyer Persona Research. When I first began my involvement with personas in the ‘90’s, they were primarily aimed at attaining a deeper understanding of user behaviors to inform overall design strategies. This premise still remains foundational to buyer personas. by icon 54.

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

Tony Zambito

For example, some content marketing pundits believe you should separate out audience personas. Because these are different, in theory, from your buyer personas. Utilize The Right Buyer Persona Research Approach. by Gregor Črešnar.

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.

State Of Buyer Personas 2016 Survey

Tony Zambito

We are seeing continued growth in the adoption of buyer personas as a means for understanding buyers and customers. At the same time, the growth is fraught with the perils of buyer personas being misunderstood, mislabeled, and serving as a cover for basic buyer profiling. by Johan H.

B2B Marketing Trends for 2016

They're adopting buyer personas, content targeting and. Follow the ICE Formula: • I – Identify your Buyer Persona. A buyer persona is not a zombie—but a profile based. automation, persona development and mapping the customer journey. B2B Marketing.

State Of Buyer Personas 2016: Strong Correlation Between Effectiveness And Goals

Tony Zambito

In 2016, we will mark the fifteenth year since buyer personas were first introduced. The journey, however, continues towards professionals and organizations gaining a true understanding of what buyer persona development entails. So, where are we with buyer personas as we head into 2016?

Study Confirms Importance Of Qualitative Research To Success With Buyer Personas

Tony Zambito

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.

The State of Buyer Personas 2012

Tony Zambito

This June marks ten years since the first buyer persona development methodology was pioneered and launched by the firm Goal Centric now called Buyerology. The adoption of research-based modeling of buyers that leads to buyer personas has been mixed. The State of Buyer Personas 2012.

How The Content Illusion Is Leading Marketing Astray In The Era Of Digital Transformation

Tony Zambito

In my previous article entitled Rethinking Buyer Personas In An Era Of Digital Transformation , I noted that digital interaction will matter more than content. 3 – Personas Are Not About Content. Personas, in this case, being misguided by The Content Illusion.

B2B Marketing Trends for 2016

They're adopting buyer personas, content targeting and. Follow the ICE Formula: • I – Identify your Buyer Persona. A buyer persona is not a zombie—but a profile based. automation, persona development and mapping the customer journey. B2B Marketing.

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?

5 Essential Components of a Persona Profile

Tomorrow People

Creating personas is a powerful way to build the audience understanding every marketing department needs for success. Find out how to get it right with these 5 essential components

Is Your Organization Ready For Market Strategy In A Digital Economy?

Tony Zambito

Community Preparedness by Iconathon. The digitization of the global economy is resulting in a tidal wave of new business and operating models throughout the world. Sparking rapid forms of innovations and turning existing markets upside down with new market rules and design.

Infographic: The Science of Creating Buyer Personas

Crimson Marketing

Buyer personas are the first step to any effective content strategy. Personas are what will help you determine how to tailor content to your buyers. . The infographic below will help you get started on creating your buyer personas and improve how you segment content to your buyers: .

Rethinking Market Strategy In A Digital Economy

Tony Zambito

For example, persona-based research can no longer be relegated to just buyer personas or user personas in a digital economy. by Delwar Hossain.

Understanding Buyer Personas: The Engineering Manager, Designer, and Project Manager

Reachforce

Buyer personas are the decision makers on which your sales and marketing team focus when looking to generate leads. How well you know your buyer personas determines how […].

Why customer personas may be an outdated marketing technique

grow - Practical Marketing Solutions

A few weeks ago here on {grow} I ran a piece by Rob Petersen explaining the value of working with “customer personas” to develop a content marketing plan. Customer personas are a centerpiece of many marketing strategies today but I wanted to provide an alternative perspective.

Mariana Uses Artificial Intelligence to Build Personas and Find Target Audiences

Customer Experience Matrix

People like me, who blog and Tweet incessantly, are easy enough to understand (or, at least, it’s easy to describe our carefully curated public personas). to build personas by analyzing a sample of your existing customers.

New Approaches To Understand Customers Needed In A Digital Transformation World

Tony Zambito

In my article Rethinking Buyer Personas In An Era Of Digital Transformation , I presented four trends impacting the state of buyer persona development. Whereby, rethinking buyer persona development and insight gathering in a digital-centric world becomes a necessity.

What’s the Difference Between Buyer, Customer, and User Personas?

Cintell

At its very basic level, a “persona” is a character. Personas in the world of music refer to an artist assuming a role that matches the music they sing (think Ziggy Stardust adopted by David Bowie). In psychology, a persona can refer to the mask or appearance one presents to the world.

Do Your Personas Need A Makeover?

ANNUITAS

Right now there are a lot of misguided, well-meaning marketers working on beautifully crafted, useless personas. Now, I’m not joining the persona naysayers (you know who you are). There are a lot of reasons why personas are valuable: Personas build understanding.

3 Common Problems with B2B Marketing Personas

Digital B2B Marketing

Developing personas is one of the first steps recommended by many B2B marketers. Understanding your audience is critical, and personas are one of the most effective solutions, right? It was a stark reminder of how common bad personas are today. The Funhouse Mirror Persona.

Reboot Buyer Insights To Drive B2B Growth

Tony Zambito

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.

29 Ways to Use Your Personas

Cintell

You Built Personas, Now What? Creating buyer personas is only half the battle. If your personas are wasting away at the bottom of a desk drawer, gathering dust up on the wall of your office, or sitting ignored on the company intranet, it’s time to reimagine their potential.

Personas Are Great (Except When They Suck)

B2B Marketing Insider

And I made sure to differentiate personalized content from personas. So, one of my points in the presentation: Personas are great. Before you start ranting or raving, let’s start with some basics: What is a persona? I actually like personas.

Why Buyer Personas Are Not a Waste of Time

ANNUITAS

A recent article on MediaPost raised the question “Are Buyer Personas a Waste of Time?” Based on this and the belief from 48Bricks that you simply cannot understand your customers, the assertion is that putting effort into the development of Buyer Personas is a waste of time.

Why Personas Fail

B2B Marketing Insider

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.

Best Practices For Identifying And Developing Marketing Personas For ABM

bizible

To be able to understand and wrap your head around the multiple people that you want to engage within a target account, it’s essential to think about personas. Identifying Marketing Personas. Identifying personas is figuring out who the audience is for your marketing.

Buyer Personas in B2B Marketing

Digital B2B Marketing

Buyer personas are a hot topic of discussion in the B2B marketing world, but how do you create the personas that you need and ensure you are getting the value you need out of them? Do you even need to create B2B buyer personas at all? Research #B2Bchat personas

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.   The Future of Buyer Personas is Social - Part 2 (buyerpersonainsights.com).

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. 

How to Develop Rockstar B2B Buyer Personas

B2B Marketing Insider

Learning to develop b2b buyer personas is essential to building a modern marketing organization. When implemented properly these buyer personas create stronger alignment across your different departments.

31 business building benefits of Buyer Personas

grow - Practical Marketing Solutions

Buyer Personas rock and I’m about to show you why. Buyer Personas are written characterizations of the real buyers who influence or make decisions about the products, services or solutions you market. Do you know the Buyer Personas for your brand?

Reinvent B2B Sales With Buyer Personas

Tony Zambito

  Buyer Persona Development can be a process and means for B2B Sales to reinvent itself.    Build Insight-Based Buyer Personas - Not Templates :  in B2B Sales, insights about buyers are crucial to having a platform for engagement and conversational relevance.