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?

Rethinking Market Strategy In A Digital Economy

Tony Zambito

For instance, the rise of platforms such as Amazon and LinkedIn has significantly shifted the way customers interact with products and services. vendor) information is diminishing while credibility in influencer sources is rising. by Delwar Hossain.

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What’s the Difference Between Buyer, Customer, and User Personas?


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.

B2B Buyer Personas: How to Create Them for Every Budget

Unbound B2B

A B2B buyer persona is a construct that represents your perfect customer, developed by observations from market analysis and data collected from your existing client base. Where to Start When Creating Strong Buyer Personas. Utilizing Buyer Personas to Optimize Marketing Efforts.

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?

20 Questions to Ask When Creating Buyer Personas [Free Template]


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. Which metric(s) is your persona responsible for?

Digital Marketing Strategy for Professional Services

Hinge Marketing

A wave of digital technology is transforming industry after industry, and professional services are no exception to this trend. Potential clients now have new ways to learn about and vet potential service providers. Most professional services firms need a mix of both.

Make chatbot-ready videos for account-based marketing


Looking at the “Flipped Funnel” model shown here, imagine you’re a technology vendor and the buyer you’re trying to extend your reach to has a job title like “network operations manager.” Short and to the point, like an SMS message, and persona-based.

Buyer Personas: The Missing Piece of Your SEO Strategy


More customers are turning to the internet to research, test, and purchase products and services. 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? your products or services.

Why Your B2B Buyer Personas Are Not Helping to Increase Lead Conversions


To create content that boosts lead and demand generation, you need to construct B2B buyer personas that give you a clear picture of your customer, mapping their journey from when they decide to solve a problem to their purchase decision. The Problem with B2B Buyer Personas.

2018 Martech 5000 Supergraphic: 5 Tips on How to Choose a Lead Gen Vendor


Marketers are faced with so many nuances and variables when choosing vendors for their martech stack. To help you sort through the options and make sense of the logo-lunacy, here are a few tips for how to choose a lead gen vendor. The MarTech landscape is vast and growing.

Demand Generation Marketing: A Catalyst for Professional Services High Growth

Hinge Marketing

For years they were the foundation for professional services growth. Yet, working for the research-based branding and marketing firm for professional services, I can tell you that we and our clients are seeing a decline in referral usage. Professional service search methods.

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


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.

10 Questions to Consider When Creating Your B2B Buyer Persona

B2B Marketing Insights - WE•DO

Your B2B buyer persona is a critical element of supply chain marketing efforts, particularly for inbound marketing. According to Marketing Insider Group, 93% of companies who exceed lead and revenue goals segment their database by buyer persona. Getting started with developing a buyer persona for your supply chain marketing can be difficult. Creating a persona that’s helpful requires a fair amount of solid research. Putting Your Buyer Persona to Use.

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


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?

Marketing a Product vs. Marketing a Service – What You Need to Know


One that really makes me scratch my head is when marketers try to use the same tactics for marketing a product that they do for marketing a service. As services have come online, marketers have to understand that building an enduring relationship with customers more critical than ever.

Sales Enablement Doesn’t Have to be Difficult for Financial Services Firms – Here’s Why and How to Implement


Across the financial services industry, banks and investment managers — and everyone in between — are looking to improve their tech stack as part of their commitment to digital transformation. In addition, it is always a good idea to look for a vendor that you can grow with.

Sales Enablement Doesn’t Have to be Difficult for Financial Services Firms – Here’s Why and How to Implement


Across the financial services industry, banks and investment managers — and everyone in between — are looking to improve their tech stack as part of their commitment to digital transformation. In addition, it is always a good idea to look for a vendor that you can grow with.

Why Demand Generation Should Be Perpetual


However, there is a fundamental problem to this campaign or tactical approach – buyers do not stop buying just because the campaign has ended and they certainly do not pause their buying process while vendors plan to launch their next campaigns.

Reinvent the B2B Buyer Experience to Grow Revenues

Tony Zambito

  While customer experience initiatives in the B2C domain have centered on relationship, service, and support, buyer experience centers on redesigning the B2B buying and sales experience for buyers.  Image by jackanapes via Flickr.

Inclusive Relevance: Your Content’s Job Description

Marketing Interactions

Once B2B buyers figured out they could access whatever information they needed to understand a new subject, answer a question, or evaluate a product they no longer needed to talk to a vendor until they decided to invite them to the conversation.

The Role of Emotions in B2B Marketing: Telling a Story, Making a Sale

Marketing Action

The 2014 Customer Experience ROI study includes this chart, which speaks (loudly) for itself: The bare facts (such as specs and features and capabilities) just aren’t enough anymore (if they ever were) to convince prospects to purchase your products or services.

Lexer Grows Its Customer Data Platform from Social Listening Roots

Customer Experience Matrix

Customer Data Platform vendors come from many places, geographically and functionally. It analyzes posts and follows to understand consumer interests, assigning people to “tribes” such as “beach lifestyle” and personas such as “sports and fitness”.

How to Leverage Sales Efficiency and Sales Effectiveness


Ineffectiveness occurs when reps blindly send content to prospects and customers without knowing what works and what doesn’t or without tailoring content based on the persona or sales situation. “Efficiency is doing things right; effectiveness is doing the right things.”

Marketing Content That Sells

The Effective Marketer

The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking Marketing Content That Sells When talking with lead nurturing and marketing automation vendors they all make it seem very easy.

You Don’t Know the Buyer, JACK!


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 basically a short biographical sketch of the typical buyer of your product or services. What steps does the buyer take when purchasing my product or service?

Email Personalization Basics (+American Express Travelink’s Email Success Story)

Marketing Action

Wikipedia defines it as “tailoring a service or a product to accommodate specific individuals, as opposed to general groups.” This data may tell you whether a person is just beginning to research a product or service (did they download “General Topic 101”?) Build personas.

Email 100

8 Reasons Your Sales Reps are Losing Deals


Most B2B buyers look for vendors who understand their business and the challenges they face. In fact, 2/3 of buyers say that the winning vendor’s content had a significant impact on their purchase decision.

5 Ways to Improve Your B2B Customer Experience with Sales Enablement Technology


Perhaps the most significant changes are the shift in the balance of power in the B2B purchase process, from the vendor to the buyer, and the changing expectations that prospects have of sales reps and the sales experience. Identify the prospect’s persona (i.e.

Scientists Are People Too: How to Write Marketing Content for Scientists that Isn’t Boring

SmartBug Media

This makes them the ultimate persona for your content marketing efforts. Maybe You Don’t Really Understand Your Scientist Personas. INFOGRAPHIC: Quick and Dirty Guide to Building a Buyer Persona. Content Marketing Marketing Strategy Buyer Personas Life Sciences

How B2B Purchasing Decisions Have Changed


Whereas consumers have no problem switching from one vendor to the next at the drop of a hat, companies don’t have the same agility. Typically, businesses seek out long relationships with their vendors. For larger businesses, switching vendors can cost a lot of time and money because it causes them to change their internal processes. You have to create the demand and educate them on how your product/service can solve their problem. Written By. Rahul Thakur.

Events Marketing Analytics – A Game Changer

B2B Marketing Analytics

Events tracks, sessions, and speakers planning based on the insights from audience persona and their interests via data captured in marketing automation, event polls/surveys, event apps, and campaigns tools.

6 Steps to a Content Marketing Plan that Can Drive Conversions

Marketing Action

Understand your buyer personas and identify their challenges. To understand your buyer persona , you need to go back to the demographics of your existing customers and run reports on their job titles, departments, and regions, along with company size.

Marketing Database Health Analytics – A Gold Mine

B2B Marketing Analytics

These insights come not only from an organization’s website or campaigns but from all kinds of 3rd party data vendors who specialize in providing information that signals a buying behavior and intent. We all are customers.

Make it a Match: How to take a prospect from “Who?” to “I Do!”


The purpose of developing buyer personas and mapping their journeys is about relevancy—delivering the right message, to the right person, at the right time. This means understanding your ideal buyer personas and curating content to meet them where they’re at in the buyer’s journey.

Jewel, a CFO and 2,500 B2B Marketers Walk Into a Room…


Because their personal feelings will weigh heavily into whether they purchase your product or service – or not. Last week in Las Vegas, we were 2,500 B2B marketers, 99 vendors, numerous sales people and two CFOs (yes – I found another one there!) As the CFO of a software company, the prospect of attending a three-day B2B marketing conference can be daunting. Where do I fit in amid a sea of marketers?