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. Customer Segmentation. Buyer Personas. Confusion by Adam Gale.

Segmenting your content marketing

Biznology

You’ll learn several ways of segmenting your content for your audience so that your content isn’t the same old stuff shoved at the same old people. The post Segmenting your content marketing appeared first on Biznology.

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.

The Ultimate Guide to Developing Buyer Personas (with Templates!)

Single Grain

This post was updated with more in-depth content, templates and examples on how to craft the perfect buyer persona. What Is a Buyer Persona? First up, let’s discuss exactly what a buyer persona is. The Science of Building Buyer Personas (infographic). NOW UPDATED!

How B2B Marketing is Changing in 2018

established product segments, AdWords can. 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.

Turbocharge Your Segmentation with RFM Scoring

Modern Marketing

How can you identify your key customer segments in order to provide a contextually relevant experience, with the goal of increasing retention and ROI? And once you’ve identified these segments, how can you quickly take action on these insights? Creating the Personas.

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.

Identifying Buyer Profiles: 5 Ways To Segment Your Marketing Audience

Modern Marketing

The challenge arises when you apply that to outbound mass marketing; without the right targeting and segmentation strategy , you might as well just walk over to that aforementioned security guard and give yourself up. Segment by Persona. ?The Segment by Geography ?Each

3 Steps to Applying Your Personas to Segmentation

Marketo

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.

Buyer Persona vs. Buyer Personality: What’s the Difference?

Reachforce

One of the initial steps in setting up any marketing campaign online is to construct the “persona” of the target. ” It is important to define 2-4 personas for your target audience and in today’s world of […]. Lead Segmentation and Scoring Predictive Analytics B2B personas marketing insight SegmentationMarketing teams, web designers and email campaign staff will all want to know “just who is this written/built for?”

Mapping Personas in Your Marketing to Maximize Value

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

How Do I Segment My Audience and Build Personas?

Hannon Hill

Part three of seven in a series about digital personalization in higher education. Read on to learn about dividing your audience into groups to deliver content more aligned to their needs and interests

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

How to Use Qualitative Research to Kickstart Your Segmentation Process

Evergage

Segmentation is all about grouping people together based on shared traits, and it plays a critical role in helping a company better understand and respond to its customer base.

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.

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?

Developing Your Target Personas 

ATAK Interactive

Introduction to Buyer Personas . What is a Buyer Persona? . buyer persona ?is When creating your buyer persona(s), consider including customer demographics, behavior patterns, motivations, and goals.? . Put more simply, you segment your ideal customers into different categories and call them goofy names like Sign Industry Steve, trying to get into their mindset and u nderstand their pain points , goal s, etc. Why do we c reate Buyer Personas? .

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.

Use Buyer Personas to Segment by Buying Behavior

Tony Zambito

  We look at opportunities via company name, whether they are Global 2,000 or Fortune 500, deal size potential, and other few factors that likely make up segmentation.    Here is where buyer persona development can be of help.  Image via Wikipedia.

Jump-start your content marketing through better market segmentation

Biznology

Yesterday’s Biznology® Webinar with Monique de Maio was about targeting different customer segments in your marketing.

Creating Content Marketing Personas

EMagine B2B Blog

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.

Creating a Marketing Persona: Influencers Matter

Modern Marketing

You might have a huge and diverse consumer base to look at, but you can break them down into segments. Then based upon the characteristics of each segment, you can create a sketch, or a persona, that stands in for that segment. How Many 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.

How to Segment Content According to Buyer Persona

Golden Spiral

That’s where buyer personas come in. In our experience, buyer personas really become valuable when you start segmenting content to each of them. Segmentation allows you to deliver hyper-personalized marketing communications that resonate with your audience, and even has the potential to lower the cost of acquiring new leads. Here’s how you can use buyer personas to build an effective segmentation strategy.

Persona to person: new research shows the payback of customer personas — but too few marketers are joining the dots

Tomorrow People

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. It’s not an abstract segment of the population, but a warts-and-all character sketch of a living, breathing person.

The 7 Deadly Sins of Developing Buyer Personas

SmartBug Media

Read any inbound marketing blog or article and it’ll tell you to start any new initiative with, first, your goal(s) and then, second, your buyer personas. Because personas are at the heart of content. Confusing Preferences with Personas. Having Too Few or Too Many Personas.

Segmentation Must Be Connected to the Data and Technology Stack

Modern Marketing

Unfortunately, the foundations upon which these experiences are built – data, segmentation, and the insights they generate – are too often poorly designed and even more poorly integrated. That also means segmentation must remain attached to the data and the technology stack.

How Buyer Personas Can Make Your Marketing Automation Smarter

Modern Marketing

by contributor | Tweet this Editor’s Note: Today’s blog post comes courtesy of Tony Zambito , the creator and today’s leading authority on buyer personas. One worthwhile effort to help make your marketing automation smarter is the use of buyer personas.

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. He is talking entirely in market segments. The post Does your marketing speak persona?

7-Step DIY Data Segmentation for Account-Based Marketing

DiscoverOrg

When confronted with the details – database management, segmentation, and content creation – many companies balk and decide that perhaps ABM isn’t the right road after all. Discover your best account segments from within your current customer base.

List Segmentation: The Key to Email Marketing

Zoominfo

Enter email list segmentation—the key to successful email marketing. Today’s blog post answers your most pressing questions about list segmentation and explains why you should segment your lists today. The Beginner’s Guide to Email List Segmentation.

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 2.0 – Part 7 – Buyer Personas Segmentation

Tony Zambito

Over the past few years, our firm Goal Centric has engaged with high profile organizations that place a high value on performing market segmentation.   Where buyer personas fit in the scheme of segmentation has been a source of confusion since the early days of design personas.

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.

How a Brand Persona Plays Into Effective ROI

Single Grain

In order to affect your ROI, your business needs a “brand persona” Click here to download it for free right now! What Is a Brand Persona? Not until I learned about the concept of brand personas did that comment finally made sense to me. What Is Branding?

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?

B2B DMU Buyer Persona Cheat Sheet

Inbox Insight

A step-by-step guide to turning knowledge about your target DMU into actionable buyer personas. This article is part of our marketing mini-series on B2B Marketing Segmentation , designed to help marketing professionals advance their targeting techniques to drive performance.

7-Step DIY Data Segmentation for Account-Based Marketing

DiscoverOrg

When confronted with the details – database management, segmentation, and content creation – many companies balk and decide that perhaps ABM isn’t the right road after all. Discover your best account segments from within your current customer base.

3 Steps to Applying Your Personas to Segmentation

Mintigo

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.

What Is Demographic Segmentation, & How Do You Do It?

Hubspot

Fortunately, they had a powerful tool at their disposal -- demographic segmentation. Demographic Segmentation. By leveraging demographic segmentation, you can create personalized marketing campaigns for each slice of your target market. Buyer Persona