INDUSTRY INSIGHTS YOUR PEERS ARE READING
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. MORE
Buyer personas are intended to convey buyer insights specific to these underlying and often below the surface goals and motivations. Illustration by Gregor Cresnar. MORE
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. Make a few key people accountable for personas. MORE
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. MORE
Thick Data is the collective qualitative research of behavior associated with stories, emotions, mental models, and goals. While such qualitative research has existed for decades, the term is meant to address a shortcoming, as well as, an opportunity. Illustration by Aneeque Ahmed. MORE
For example, some content marketing pundits believe you should separate out audience personas. Because these are different, in theory, from your buyer personas. Research has proven that goals can vary immensely. Utilize The Right Buyer Persona Research Approach. MORE
Content marketing personas are not new, however, tightly integrating these personas with SEO strategy and tactics is relatively new to most companies and organizations. What is a Content Marketing Persona? The Importance of Personas. Five Steps to Defining Your Personas. MORE
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? MORE
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? MORE
Self-directed buying that involves research and evaluation as well as stakeholder analysis will become an increasingly important role in B2B organizations. Buyer Persona Development can be a process and means for B2B Sales to reinvent itself. MORE
With statistics from recent research, this infographic shows how personas are keeping it real for content marketers. The former is a class ; the latter is a persona. Personas are gold to the team creating your marketing content. Let’s get up close and persona(l). MORE
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. MORE
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 MORE
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. MORE
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. MORE
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. Buyer Persona Lifespan. MORE
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. MORE
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. MORE
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. MORE
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. The Importance of Buyer Personas to Lead-to-Revenue Management. MORE
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. MORE
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. MORE
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. MORE
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? MORE
In recent studies by IBM and other research studies on CEO sentiments, customer insight and understanding are identified as a top focus for CEOs. Buyer Research Intent Requires Change. This is classic win/loss interviewing technique as opposed to qualitative buyer research. MORE
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. MORE
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. MORE
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. MORE
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. MORE
People/Team Insights – recently, I came across articles regarding defining buyer personas for ABM. With importance given to going beyond simplistic personas or role descriptions. Illustration by Gregor Cresnar. MORE
Recently, my colleague Rebecca Gill presented an in-depth look at building content marketing personas , mapping journeys, and how to leverage them into highly effective marketing strategies and tactics. Persona and Journey Mapping is Not a Do-it-Yourself Type of Project. MORE
It is troubling to see in the world of buyer personas, for instance, many mistakenly created buyer personas representative of buyer intelligence rooted in the past. Illustration entitled Insight by Yu Luck. MORE
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? MORE
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. MORE
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 MORE
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. Understanding How Customers Desire and Perceive Experience Through Buyer Persona Research. MORE
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. MORE
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. MORE
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. MORE
Tony Zambito
APRIL 17, 2016
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.
Tony Zambito
JUNE 5, 2016
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. Understanding How Customers Desire and Perceive Experience Through Buyer Persona Research.
Tony Zambito
JUNE 26, 2016
For example, some content marketing pundits believe you should separate out audience personas. Because these are different, in theory, from your buyer personas. Research has proven that goals can vary immensely. Utilize The Right Buyer Persona Research Approach.
Tony Zambito
JANUARY 22, 2017
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.
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Priorities Challenges Trends Introduction 3Methodology Research Findings and Insights We conducted in-depth phone interviews with 21 marketing executives at small-to-midsized. the stats about how the B2B buyer is really doing a significant portion of their research. 1How B2B Marketing.
Tomorrow People
NOVEMBER 19, 2018
With statistics from recent research, this infographic shows how personas are keeping it real for content marketers. The former is a class ; the latter is a persona. Personas are gold to the team creating your marketing content. Let’s get up close and persona(l).
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Tony Zambito
DECEMBER 20, 2015
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.
Tony Zambito
SEPTEMBER 6, 2016
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.
Tony Zambito
OCTOBER 23, 2016
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.
B2B Lead Generation
FEBRUARY 12, 2018
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.
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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Tony Zambito
JANUARY 29, 2017
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.
B2B Lead Generation
MAY 30, 2017
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?
Tony Zambito
DECEMBER 8, 2015
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.
Tony Zambito
MAY 20, 2012
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. Buyer Persona Lifespan.
Tony Zambito
OCTOBER 26, 2015
In recent studies by IBM and other research studies on CEO sentiments, customer insight and understanding are identified as a top focus for CEOs. Buyer Research Intent Requires Change. This is classic win/loss interviewing technique as opposed to qualitative buyer research.
Tony Zambito
JANUARY 3, 2016
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?
EMagine B2B Blog
JANUARY 6, 2019
Content marketing personas are not new, however, tightly integrating these personas with SEO strategy and tactics is relatively new to most companies and organizations. What is a Content Marketing Persona? The Importance of Personas. Five Steps to Defining Your Personas.
Marketing Insider Group
AUGUST 16, 2017
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.
Tony Zambito
NOVEMBER 1, 2015
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.
Tomorrow People
FEBRUARY 3, 2017
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
Tony Zambito
MAY 23, 2017
Buyer personas are intended to convey buyer insights specific to these underlying and often below the surface goals and motivations. Illustration by Gregor Cresnar.
Tony Zambito
MAY 4, 2011
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. The Importance of Buyer Personas to Lead-to-Revenue Management.
Tony Zambito
NOVEMBER 2, 2016
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.
B2B Lead Generation
JANUARY 23, 2018
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?
Tony Zambito
MAY 31, 2017
People/Team Insights – recently, I came across articles regarding defining buyer personas for ABM. With importance given to going beyond simplistic personas or role descriptions. Illustration by Gregor Cresnar.
ScribbleLive
JANUARY 6, 2016
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. Make a few key people accountable for personas.
Tony Zambito
MARCH 12, 2017
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.
ANNUITAS
SEPTEMBER 29, 2015
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.
Tony Zambito
MARCH 6, 2017
It is troubling to see in the world of buyer personas, for instance, many mistakenly created buyer personas representative of buyer intelligence rooted in the past. Illustration entitled Insight by Yu Luck.
Act-On
MAY 22, 2017
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.
Marketing Insider Group
JULY 24, 2015
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?
Digital B2B Marketing
SEPTEMBER 20, 2012
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
Cintell
APRIL 21, 2015
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.
Tony Zambito
JUNE 6, 2017
Thick Data is the collective qualitative research of behavior associated with stories, emotions, mental models, and goals. While such qualitative research has existed for decades, the term is meant to address a shortcoming, as well as, an opportunity. Illustration by Aneeque Ahmed.
EMagine B2B Blog
FEBRUARY 12, 2019
Recently, my colleague Rebecca Gill presented an in-depth look at building content marketing personas , mapping journeys, and how to leverage them into highly effective marketing strategies and tactics. Persona and Journey Mapping is Not a Do-it-Yourself Type of Project.
Tony Zambito
JULY 6, 2011
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.
Marketing Insider Group
FEBRUARY 23, 2015
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.
ANNUITAS
MAY 21, 2015
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.
Tony Zambito
MAY 12, 2011
Self-directed buying that involves research and evaluation as well as stakeholder analysis will become an increasingly important role in B2B organizations. Buyer Persona Development can be a process and means for B2B Sales to reinvent itself.
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