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.

Persona-Based Marketing: Getting Started

Sales Lead Insights

Persona-based marketing goes beyond simple demographic data Persona-based marketing describes who a prospect or customer is, by also answering questions about their behavior such as: what keeps this person awake at night?

GET SH*T DONE: Building Buyer Personas in 3 Steps

Act-On

Get a head start on your marketing education with Act-On GET SH*T DONE eBooks, including how to build buyer personas in 3 steps. List Management Marketing Strategy buyer persona Buyer Personas marketing personas personas

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.

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.

Creating Awesome Buyer Personas

ScribbleLive

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. Use many data points develop accurate personas and validate them.

How to develop buyer personas for B2B marketing

Tomorrow People

Creating buyer personas is a powerful way to build the audience understanding every B2B marketing department needs for success, and an essential part of your campaign research. b2b promotional campaigns buyer personas

Use Buyer Persona Research To Improve B2B Customer Experience

Tony Zambito

Understanding How Customers Desire and Perceive Experience Through Buyer Persona Research. Buyer persona research can play a role. That is if organizations truly adopt the original intent and methods of buyer persona research. by Creative Stall.

4 Tactics to Improving Your Personas

Marketing Insider Group

An effective tool to doing this is utilizing personas to represent your target market. Then, you use that persona to guide and inform marketing decisions. The post 4 Tactics to Improving Your Personas appeared first on Marketing Insider Group.

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.

Time For An Update – Are Your Personas Long Overdue?

Hive9

Personas have long been a go-to tool for helping marketers understand their audience better. Hive9 Marketing Personalization PersonasIn the era of data-driven marketing , they’ve taken on a new level of importance.

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.

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.

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.

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.

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

B2B Lead Generation Blog

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. Large companies often have multiple buyer personas that span multiple industries, demographics, and product offerings. What does a buyer persona look like?

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?

Dear Marketers, Buyer Personas Still Need A Makeover

ANNUITAS

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.

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.

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?

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.

Dear Marketers, Buyer Personas Still Need A Makeover

ANNUITAS

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.

What To Include In A Buyer Persona [INFOGRAPHIC]

Marketing Insider Group

Many businesses struggle with how to create a buyer persona. They even provided these helpful answers to your top questions: What is a buyer persona? A buyer persona is a fictional person that represents a key segment of […]. The post What To Include In A Buyer Persona [INFOGRAPHIC] appeared first on Marketing Insider Group. Luckily, our friends at GetCRM have provided this handy infographic on how to build a buyer person.

20 Questions to Ask When Creating Buyer Personas [Free Template]

Hubspot

Buyer personas are a crucial component of successful inbound marketing, particularly for the sales and marketing departments. Download our free buyer persona template here to learn how to create buyer personas for your business. Which metric(s) is your persona responsible for?

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.

Use Buyer Persona Research to Improve B2B Customer Experience

Type A Communications

B2B Marketing Customer Experience Personas Account-based Marketing B2B Customer Experience Buyer Insight Buyer Journey Buyer Persona Carla Johnson Chief Marketing Officer content marketing Digital Economy Marketing Reserach SMO Tony Zambito

The Content-Ready Buyer Persona

Marketing Insider Group

Recently, Cintell was a proud sponsor of a Marketo webinar with Ardath Albee on the topic of content marketing and buyer personas. Buyer personas done right make content marketing decisions crystal clear. . So what goes into a content-ready buyer persona?

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.

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.

How to Develop Rockstar B2B Buyer Personas

Marketing Insider Group

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.

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.

Are your marketing personas your sales market segments?

Biznology

All marketers worth their salt have created a set of personas. Personas give your writers a specific person to write for. The problem comes in when you haven’t thought through how those personas relate to market segments. Market segments are not equivalent to personas.

12 Days of B2B Marketing: Personas (Day 7)

Heinz Marketing

Your marketing personas are the backbone to any effective marketing strategy. To make the most of your outreach efforts, you need detailed, impactful marketing personas. If you want to improve your marketing personas for 2018, here are a few resources to help you hit the ground running. Quick and Dirty Guide for Creating Actionable Content Marketing Personas. 4 Big Mistakes You Might Be Making with Your Marketing Personas.

A Framework for Optimizing Personas

Cintell

Yet, there is ample evidence that investing in persona research is well worth the effort. 71% of companies who exceed revenue and lead goals have documented personas vs. 37% who simply meet goals and 26% who miss them Source: Understanding B2B Buyers 2016 Benchmark Study.

New B2B Persona Research From Salesforce and LinkedIn Study

Marketing Insider Group

When was the last time you looked at the quality and accuracy of your B2B persona and contact data? The post New B2B Persona Research From Salesforce and LinkedIn Study appeared first on the B2B Lead Blog. The post New B2B Persona Research From Salesforce and LinkedIn Study appeared first on Marketing Insider Group. Getting the right content to the right people continues to be a challenge in B2B marketing and lead generation.

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

3 Forces Shaping The Future Of B2B Marketing

Tony Zambito

Buyer personas are intended to convey buyer insights specific to these underlying and often below the surface goals and motivations. Illustration by Gregor Cresnar.

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

Should You Market to Pain or Persona?

Great B2B Marketing

The technical definition of persona is “the way you present yourself to the world.” But in marketing terms, we think of personas as individuals who share common characteristics that represent important segments of your target audience. Persona Marketing