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.

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

You probably have too many personas

Biznology

Personas are a good thing. So, you might think that the more personas, the better. Developing personas has become kind of a cottage industry among marketing consultants. They’ve got techniques for facilitating persona workshops. That box must be checked: Personas?

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?

How B2B Marketing is Changing in 2018

1How B2B Marketing. is Changing in 2018 Insights on Priorities, Tactics, and Challenges. from SMB Marketing Leaders Brought to you by 2Introduction This study examined priorities, challenges, and trends for B2B marketers. in 2018, and how the landscape has changed from a year ago.

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.

Creating Perfect Buyer Personas

Valasys

Buyer personas are the second most popular criteria for content segmentation according to B2B marketers yet only 44% actually utilize them. The persona that is developed becomes a foundation for any business that depends heavily on customer acquisition, conversion, and retention.

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.

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

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.

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.

Your Recipe for Inbound Success

Speaker: Jen Spencer, VP Sales and Marketing, SmartBug Media

Jen will dive in deep how she did this at a fast-growing SaaS company that shows, among many other things, how you can use buyer personas and establish a cadence to ensure that your content is seen at the right stage of the buyer's journey.

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.

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.

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.

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.

7 Tips for Using Buyer Personas in Lead Nurturing

Act-On

This extremely specific description of your model customer is a buyer persona. Buyer personas help you target prospects with surgical precision and nurture them with custom content they care about. Personas first, content second. Put the person back into persona.

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?

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.

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.

How to Use Buyer Personas for SEO

Spiralytics

SEO Buyer PersonasPutting things in the right perspective has always been a strategic move whenever one needs to optimize efforts and maximize results. As a business owner, this is essential when targeting a specific audience that’s part of your customer base.

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?

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.

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.

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.

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?

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.

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

B2B Lead Generation

The post 5 Reasons Why Your Buyer Persona’s Aren’t Good Enough appeared first on B2B Lead Blog. Marketing Strategy buyer personas content marketing personasHow often do you spend weeks or even months putting blood, sweat, and tears into a new marketing campaign, only to have it fall flat? It’s a marketer’s worst nightmare. You swear you did everything right, but when it comes time for the results to pour in, they never show. The likely culprit?

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.

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.

Email Marketing: 3 simple steps for building customer personas

B2B Lead Generation

Byron explained how his organization transformed from batch and blast email sends to persona-driven campaigns. Once you have key people in the room, the trick to building personas is in looking at your existing customer data to gain insight into who buys from you.

Personas Are Great (Except When They Suck)

Marketing Insider Group

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.

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

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.

Message Personas: 40 Questions for your Buyer Personas

Reachforce

Enrich your marketing database with persona attributes for better targeting and segmentation. Identifying your Buyer Personas are easy, it’s the WHO you are building products and solutions for. Here’s a list of 40 questions to ask your target personas: Demographics: Who are you?

Does your marketing speak persona?

Biznology

I went through all of my normal questions about the clientele, but quickly found that this very intelligent and experienced man has no experience with the concept of personas. The post Does your marketing speak persona?

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.

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.

5 Marketing Challenges Solved with Buyer Personas

Marketing Insider Group

We had an excellent conversation about the need for buyer personas, and the role they play as a foundational component of a B2B marketing strategy. In many cases, the need for buyer personas manifests itself in the form of common marketing challenges.

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.

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.

The five things most marketers get wrong about personas

Biznology

I’m tired of personas. Personas can be helpful in activating the right brain to really focus on communicating with real people, but only when personas actually resemble a small number of customer types. Creating too many personas. Letting personas go stale.