How B2B Buyer Personas Influence Online Marketing Campaigns

KoMarketing Associates

B2B buyer personas provide a foundation for accomplishing the research and development of effective online marketing campaigns designed to achieve strategic marketing objectives. What Are B2B Buyer Personas? How do they go about researching new solutions and vendor capabilities?

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. What’s more, 75% of buyers believe vendors give them too much material to sort through, 62% of which is considered useless (Forrester).

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.

ABM Vendor Guide: Differentiators for Result Analysis

Customer Experience Matrix

and we wrap up our review of sub-functions from the Raab Guide to ABM Vendors with a look at Result Analysis. Not surprisingly, most of vendors who do ABM Result Analysis also do some sort of Execution (12 out of 16, to be exact). It's important to recognize that many of the Execution vendors will report only results of their own messages.

Vendor 120

How B2B Marketing is Changing in 2018

mentioned priorities relate to content marketing, marketing process improvement, relationship. 16 responses) Marketing Process Improvement. (13 online and through other channels before they actually reach out to the vendor. improving end-to-end marketing processes.

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?

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.

3 Points, 5 Questions – Personas Driving Marketing Insight

Reachforce

Figured since we’re practically starting over here on the blog, we should start fresh and at the top with Personas. Personas have been around a long time now but they are still in our opinion the most critical piece of any marketing strategy, messaging framework, campaign or revenue planning. Most of us can probably call out who our target personas are but do we really know them? Buyers now drive the buying process. Feeling good about your personas?

How Buyer Personas Can Improve Your B2B Lead Generation Aim

The Forward Observer

With properly researched buyer personas you can make sure your content is always on target. In fact, studies show that in B2B sales, buyers are 60% to 90% through their purchase research before they first contact a vendor. What Are Buyer Personas?

ABM Vendor Guide: State-Based Flows to Orchestrate Account Treatments

Customer Experience Matrix

Next up in this series on ABM sub-functions described in the Raab Guide to ABM Vendors : State-Based Flows. The Guide states: Vendors in this category can automatically send different messages to the same contact in response to behaviors or data changes. That was not part of many older marketing automation systems, although several vendors have now retrofitted their products to support to some degree. _ * via its Predictive Campaign integration with Eloqua.

Vendor 120

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.

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.

If Your Leads Stink, Time to Update Your Buyer Personas

Sales Engine

Lead generation is not about buying lists with basic demographic (like titles, industries, and revenue size), which is why it’s so annoying when list vendors position themselves as lead generation companies just because they have contact information. So How Do You Build a Better Buyer Persona?

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. Want to learn the process? Buyer Personas

Should your B2B Marketing Plan Include Company Personas?

Cintell

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?

How PeopleHR Found the Right Marketing Automation Vendor

Marketing Action

Finding the best marketing automation vendor for your business can be a difficult proposition. PeopleHR , a software company based in the UK, provides solutions that help streamline a variety of human resources processes.

If Your Leads Stink, Time to Update Your Buyer Personas

Sales Engine

Lead generation is not about buying lists with basic demographic (like titles, industries, and revenue size), which is why it’s so annoying when list vendors position themselves as lead generation companies just because they have contact information. So How Do You Build a Better Buyer Persona?

5 Expert Questions to Ask Your ABM Vendor

Rollworks

Before you commit to a long-term ABM strategy, ask your ABM vendor these questions. If your ABM vendor doesn’t provide you with reporting at both the account level and contact level, walk away now. Persona targeting.

The 10 Rules for Creating a Buyer Persona: Rule 2

Tony Zambito

If you’ve visited Fisherman’s Warf in San Francisco, you’ve undoubtedly encountered the many street vendors.    Hence the next rule ( see the first rule ): Rule 2: Don’t Confuse a Buyer Persona with a Customer Profile. Image by Trinity via Flickr.

The 3 Stages of a Typical Buying Process (i.e. The Buyer’s Journey)

SmartBug Media

It is the journey or buying process that consumers go through to become aware of, evaluate, and purchase a new product or service, and it consists of three stages that make up the inbound marketing framework : awareness, consideration, and decision. Originally written on June 10, 2016.

7 Ways to Improve Your Lead Management Process

Zoominfo

In order to convert leads into paying customers, you must have a comprehensive lead management process in place. But, the process of lead management is every bit as multilayered and complex as the modern buyer’s journey. Create buyer personas.

Buyer Personas: The Missing Piece of Your SEO Strategy

Zoominfo

In today’s blog post we explain why buyer personas are a critical—but often missing—element of your SEO strategy. What is a buyer persona? Buyer personas are created using quantitative analysis, market research, anecdotal observations, and many other data sources.

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 to Uplevel Your Target Account Selection Process for ABM

Rollworks

Despite some confusion in the ABM world, it isn’t your total addressable market (TAM), TAL, individual buyer or buyer persona, or—above all—just any company that might want your product.

The Role of Content in the B2B IT Buying Process

Avitage

Forgive the redundancy, but Ardath Albee has another good post talking about the role of content in the b2b IT buying process. One major finding is enterprise IT Decision Makers engage with an average of 10 content assets during their buying process. In complex sales, there are often well over 4 “personas” who are active in the buying process.

What’s the Difference Between a Persona Score and a Predictive Score?

Leadspace

The two most common ways to score your database are via persona and/or predictive score. Related: 5 Crucial Considerations When Choosing a B2B Predictive Scoring Vendor. Watch — How Leadspace predictive scoring works: Persona Scoring.

The Role of Content in the B2B IT Buying Process

Avitage

Forgive the redundancy, but Ardath Albee has another good post talking about the role of content in the b2b IT buying process. One major finding is enterprise IT Decision Makers engage with an average of 10 content assets during their buying process. In complex sales, there are often well over 4 “personas” who are active in the buying process.

How Buyer Personas Should Be Incorporated into Your B2B Marketing Strategy

Hinge Marketing

Consider buyer personas. When used properly, these personas can help us define and internalize the customers we want to attract—helping us craft our products and strategies to fit their needs. Here’s How to Create a Buyer Persona: 1. Vendor Interactions.

What Does a Great Buyer Persona Look Like? Dissecting 3 Real-Life Examples

Hubspot

Take buyer personas, for instance. We spoke with three of our customers to see if they''d share their personas with the world -- and they said yes. Below, we''ve shared their personas, and dissected why their examples are great. Inside Visual Creatives'' Buyer Persona.

Looking Outside In: Know Your Buyers First

ANNUITAS

In it, the use of buyer personas was explored and surprisingly only 44% of enterprise B2B organizations use buyer personas as part of their Demand Generation planning. Demographic information is critical for most marketers using buyer personas according to the ANNUITAS 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.

Plan for the Social Buyer Before It’s Too Late

Tony Zambito

  An even more profound and sobering fact is that 80% of business buyers today say that they found their vendors as opposed to vendors finding them.  Using Context for Social Buyer Persona Strategy (customerthink.com). Image via Wikipedia.

How to Get Started with Inbound Marketing

Webbiquity

Plus, with inbound marketing, you’re only creating content that appeals to your buyer personas. Step 2: Create Buyer Personas. Before determining what kind of content you’ll need to reach those goals, you need to create your buyer personas. Can you add buyer personas?

Everything Marketers Need to Research & Create Detailed Buyer Personas [Template]

Hubspot

To recap Kim Goodwin in Designing for the Digital Age , "personas are archetypes that describe the various goals and observed behavior patterns among your potential users and customers." Okay, so personas are a really important part of your business. What keeps your persona up at night?

THE HACKIES: 6 areas to make your martech stack work with people, processes and data

chiefmartech

During the last few years, many vendors and companies had published their marketing technology stacks in the chiefmartec.com contest. We believe in the creating and nurturing relationships where there is a continuous engagement using customer data, processes and people.

You Don’t Know the Buyer, JACK!

ANNUITAS

Yes, a lot has been written lately on the use of buyer personas, or how content marketing “starts with the buyer, or the importance of mapping the buyer journey. This question is addressing the idea of personas, or profiles. What is a persona? It’s all well and good to understand the buyer persona, but having profile information only paints part of the picture. At some point, this persona is going to begin the buying process.

Reinvent the B2B Buyer Experience to Grow Revenues

Tony Zambito

  Lack of Integrated Thinking : A tough assignment for a B2B organization is to find the means to integrate buyer interactions, marketing processes, and sales processes with that of the buyer experience journey.  Image by jackanapes via Flickr.