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Researching Personas? Ask Sales!

Content4Demand

That’s what makes personas so incredibly important. You need to do your research to understand who your key personas are. And if you do have persona research in place, insights from your sales team will help add helpful details and keep the big picture up to date.

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The Value of Buyer Personas in Times of Uncertainty

Tony Zambito

Buyer insights and buyer personas act as a compass for business leaders in uncertain times. Requiring robust insights and forward-looking buyer personas to inform just how to navigate uncertainty. In what seems like eons ago, buyer personas originated at another time of uncertainty.

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Why A Buyer Persona Sales System Is Needed In A New Era Of B2B

Tony Zambito

Sales Leaders Will Need To Implement A Buyer Persona Driven Sales System To Adapt To New Buyer Behaviors And Preferences. The new shift in buyer goals and interaction preferences will lead to a return of focus on buyer insights and understanding buyer persona goals.

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How To To Enable Your Marketers And Sellers To Truly Understand Target Buyer Personas

Tony Zambito

Marketing and Sales Leaders Must Build Capabilities To Understand New Target Buyer Personas. One way to build this important core competency is through target buyer personas. Such a commitment involves conducting ongoing buyer insights research. 3 – Buyer Persona Expertise.

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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.

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5 Essential Reasons To Create In-House Buyer Persona Expertise

Tony Zambito

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.

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The State of Buyer Personas 2022 Survey is Now Open For Your Input

Tony Zambito

The 20th Anniversary of Buyer Personas Survey To Help Determine Usefulness. The year 2021 marked the 20 th Anniversary of the concept of Buyer Persona being founded. The world is a completely different one than existed in 2001 when buyer personas were first introduced.

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4 Helpful Elements Of Buyer Personas Essential To Your Brand Storytelling

Tony Zambito

Marketing Leaders Can Use 4 Approaches Involving Buyer Personas To Create A Brand Story Buyers Will Want To Read. Without researching and interviewing people about this moment in history and about Winston Churchill, such a terrific story could not come together.

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5 Ways To Supercharge Your Personalization With Buyer Persona Insights

Tony Zambito

The pandemic is creating a “new world order” in how buying processes are governed, how buyers source, how buyer research, and the list can go on and on. 2 – Refresh and Update Your Buyer Personas – Or – Just Throw The Bad Ones Away.

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Use Buyer Persona Research To Improve B2B Customer Experience

Tony Zambito

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. Understanding How Customers Desire and Perceive Experience Through Buyer Persona Research. Buyer persona research can play a role.

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Mapping Personas in Your Marketing to Maximize Value

Speaker: Samantha Stone, author of “Unleash Possible: A Marketing Playbook that Drives Sales”

Developing and utilizing Personas is hard work! Join Samantha Stone, author of “Unleash Possible: A Marketing Playbook that Drives Sales," in this amazing session where you’ll learn actionable tactics for going beyond firmagraphics to integrating truly insightful persona indicators.

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Redefine Your Buyer Personas For A Winning Recovery In 2021

Tony Zambito

Redefine Buyer Personas. Knowing how buyers are being affected means revisiting buyer profiles and buyer personas. When the concept of a buyer persona was originated in 2001, they were derived from the experiences in creating goal-directed user personas for product design.

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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. For example, use of marketing and content technology requires us to bring a design methodology to buyer persona research. Critical to buyer persona research is the use of qualitative research.

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Two Voids Buyer Personas Can Fill To Achieve Growth Strategies

Tony Zambito

Two voids that require buyer insights and growth-focused buyer personas. When buyer personas were first originated in 2001, they were designed to be strategic in discovering as well as validating business growth strategies.

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20th Anniversary Of Buyer Persona

Buyer Persona

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. Stay tuned for more as we celebrate the 20th Anniversary of Buyer Persona.

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3 Ways To Encode Buyer Persona Goals Into Your Organization’s DNA

Tony Zambito

Marketing and Sales Leaders Must Build Core Competency of Understanding Buyer Persona Goals. When it comes to buyer goals, organizations today will need to get more specific about encoding understanding of buyer persona goals into their marketing and sales capabilities. .

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Anticipating The Next Normal With The Pandemic Persona

Tony Zambito

One approach is to initiate and understand deeply the emergence of the “Pandemic Persona.” Businesses will need to understand the “Pandemic Persona” in the context of business and commerce. 3 Areas Of Focused Insights for Pandemic Persona. Back to normal. The new normal.

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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. When the concept of buyer personas was first launched in 2001, the world was a very different place. It also calls for new thinking when it comes to buyer persona development and gathering insights. Rethinking Buyer Personas. by Louis Prado.

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Persona Research: Support Buyer-Focused Content with New Insights

Content4Demand

Few items in the B2B marketer’s tool kits are as helpful as accurate buyer personas and messaging maps. It may be worth your while to conduct new persona research to understand what they need from you now. Go-To Sources for Persona Data. Develop Persona Messaging.

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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. I believe this approach may only exacerbate the compartmentalization based on the faulty premise of making personas about the “who”. Research has proven that goals can vary immensely. Utilize The Right Buyer Persona Research Approach. To get at goals and behaviors requires qualitative research.

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New B2B Persona Research From Salesforce and LinkedIn Study

B2B Lead Generation

When was the last time you looked at the quality and accuracy of your B2B persona and contact data? Mathew works with Salesforce and is the Principal of Marketing Insights to talk about the just released report, B2B Personas: Targeting Audiences. What motivated you or inspired you to do this research? The B2B Persona project from Mathew Sweezey. What surprised you most as you analyzed the data from this research, and why?

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How to Create a B2B Buyer Persona – Six Key Dimensions

Webbiquity

There are lots of different ways to create B2B buyer personas. But not all buyer persona templates and guides are equally effective. The key is to create a persona that is actionable. The Six Dimensions of a B2B Buyer Persona.

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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. Findings also found that 70% of companies who missed their revenue goals did not conduct qualitative research for their personas. State Of Buyer Personas 2016 Survey.

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Misconceptions About B2B Buyer Personas

Marketing Interactions

I’m really tired of seeing people dismiss B2B buyer personas as worthless. Although, I have to admit that many of the personas I review from prospective clients are little more than recipe cards for disconnected experiences. Their personas are not developed to be actionable.

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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. These misrepresentations have also led to a tendency to throw everything, including the kitchen sink, into crafting buyer personas. This same urge is being applied to buyer personas.

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How To Use Personas For Better Marketing

Zoominfo

Today, we have things like automation, data, and buyer personas to fall back on. And in order to achieve that, you need buyer personas. What Are Buyer Personas? By now, you probably know what a buyer persona is. This is where personas come in.

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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. Each year, since originating the concept of buyer personas in 2001-2002, I have reflected and offered a perspective on the state of buyer personas. Take The State Of Buyer Persona 2016 Survey.

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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 organizations who have embraced the goal-based methodology for research-based buyer personas have seen tremendous success in uncovering new opportunities for revenue growth. The State of Buyer Personas 2012.

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How To Create a Buyer Persona: A Step-by-Step Guide

Optinmonster

Do you want to learn how to create a buyer persona? Creating a buyer persona is important for any business that wants to understand its target audience and tailor its marketing strategies accordingly. What is a Buyer Persona? Why Is Buyer Persona Important?

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Building an Early Buyer Insights System Can Save You Trouble?

Buyer Persona

Buyer Persona Blog Buyer Insights Buyer Insights Research Buyer Persona Buyer Persona Research Buyer Personas b2b buyer persona research Buyer insight buyer insights insights Leadership Tony Zambito

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Rethinking Market Strategy In A Digital Economy

Tony Zambito

Genesys embarked on qualitative user and buyer research to understand how such market-oriented behaviors were shifting, as well as, converging. How executives acquire such insights today means conventional thinking on researching buyers and users separately needs a reboot. For example, persona-based research can no longer be relegated to just buyer personas or user personas in a digital economy. by Delwar Hossain.

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Buyer Personas Require Qualitative Research and Contextual Inquiry

Tony Zambito

Buyer Persona Development and the qualitative research methodology applied to creating buyer personas have proven to be an effective means for B2B organizations to reach a deeper understanding of their buyers.    Buyer persona development methodology is at its core a research methodology.    I have seen a plethora of articles and services that portray buyer personas as something completely different.  Image by XXC via Flickr.

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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. Compounding the issue today is the prevalent use of the term buyer persona to describe customer segmentation and buyer profiling efforts. I believe, in part, the issue is fertilized by efforts to capitalize on the emerging popularity of the term buyer persona.

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Don’t Get Stuck With Bad Buyer Personas

Tony Zambito

Marketing and Sales Leaders Need To Know The Difference Between Bad Versus Good Buyer Personas To Achieve Growth. Not all buyer personas are created equally. As far as I can see, there is a whole lotta bad buyer personas being created.

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Created Buyer Personas? Here’s What To Do Next

Heinz Marketing

So after many hours and iterations, your team has landed on the perfected set of buyer personas. Detailed with pain points, goals, job responsibilities and attitudes, these personas represent who you want to market to. . Update Your Personas Regularly.

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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. This applies to buyer persona development today. Like a runaway train, buyer personas have run amok with incorrect portrayals of what constitutes insights and what methods of research are appropriate.

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New research: Empathy and solving buying problems

B2B Lead Generation

You can read part one here: New research: Boost organic growth from current customers. Brent: The idea that empathy is the core principle of the entire book The Challenger Customer , I admit, is more of a personal opinion based on all of our research. What we saw in our research is closer to where you are, which is, if you’re going to change the way a customer thinks about their business, the first thing you must understand is how they think about their business.

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Know Your Audience: Writing for Different Buyer Personas

SmartBug Media

Buyer personas—fictional representations of the ideal customers and target audience you’re trying to reach with your content—play an essential role in content strategy. Why Write Content for Different Buyer Personas? Buyer personas should inform all of your marketing efforts.

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

B2B Lead Generation

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. These profiles are made up of existing customer data, anecdotal observations, industry research and much, much more. What does a buyer persona look like?

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

Tony Zambito

Ranging from data-driven trending analysis to qualitative persona-based insights (both buyer personas and user personas fused into a market persona), market strategists will need newfound capabilities to distil, interpret, and act upon data and insights in order to not be caught unawares on disruptive market forces. Community Preparedness by Iconathon.

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