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?

Best Practices for Buyer Personas, Influencer Marketing, and Demand Generation in 2020: Key Takeaways from the Digital Branding Summit


Buyer Personas: Your Fuel for Driving Engagement That Creates Demand. Among other key points from Ardath’s presentation: A persona is a composite sketch, so don’t worry about getting too detailed. Only create as many personas as you have the resources to address.

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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.

Rethinking Market Strategy In A Digital Economy

Tony Zambito

vendor) information is diminishing while credibility in influencer sources is rising. Resulting in new behaviors associated with social interaction, consumer loyalty, information gathering, business relationships, working relationships, and enabling networked-decision behaviors.

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).

Message Personas: 40 Questions for your Buyer Personas


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?

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.

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.

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?

How content intelligence will change content marketing forever, part 1


Perhaps what some didn’t realize was that 70-90% of a buyer’s journey occurs prior making contact with a vendor. I’m sure any of you who have spent time on this site appreciate the vital role content plays in building digital relationships.

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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.

Plan for the Social Buyer Before It’s Too Late

Tony Zambito

  Morgan Stanley (2010) recently reported in a study that there are now more social network users than email users.    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. 

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


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.

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.

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.

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.

The Telltale 8% Drop In Content Marketing Effectiveness

Tony Zambito

As much as 80% say, “Vendors give me too much material to sort through”. These mirror my own findings in conducting qualitative buyer persona research interviews directly with buyers the past two years. Use Buyer Personas To Understand How To Help Buyers Achieve Their Goals.

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?

Lexer Grows Its Customer Data Platform from Social Listening Roots

Customer Experience Matrix

Customer Data Platform vendors come from many places, geographically and functionally. Lexer is unusual in both ways, having started in Australia as a social media listening platform. Social media is still a major focus for Lexer.

How to Get Started with Inbound Marketing


By creating compelling content like blogs, videos, ultimate guides, or even social media posts, you attract potential customers! Plus, with inbound marketing, you’re only creating content that appeals to your buyer personas. Step 2: Create Buyer Personas.

Reinvent the B2B Buyer Experience to Grow Revenues

Tony Zambito

  We have new variables that were hard to fathom a few short years ago, such as social media and networking, that are directly impacting buyer behavior.  Image by jackanapes via Flickr. Optimizing revenue growth is by far the toughest assignment for sales and marketing today. 

Social Selling: Step Up Your Game

Marketing Action

Build relationships through social selling. This, in many ways, is the problem social selling solves. Even tech giant IBM reported a 400% increase in sales through a first-quarter social selling program in 2011. Make personas a priority.

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Mintigo InterestBase Harvests Web and Social Data for Marketing and Sales

Customer Experience Matrix

Every marketer recognizes that the Web and social media could be rich sources of information about customers and prospects. Semantic engines can extract information such as executive changes and product announcements from press releases and social media profiles.

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

Marketing Action

The CEB report notes it as professional benefits (such as a promotion), social benefits (popularity) and emotional benefits (confidence). Of the 145 executives who took part in the survey: 93% expressed the importance of working with an honest vendor.

How to Leverage Social Intent Data for Email Marketing


Your prospects are bombarded with pitches from different vendors. We created separate nurtures tracks based on industry and buyer personas, and we have learned a lot of lessons along the way. Developing Personas for Intent-Based Marketing.

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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 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.

More Marketing Will Be Outsourced in 2013

B2B Marketing Traction

For example, in marketing, a business can hire strategic marketing planners to help identify and set strategies, and then hire specialists to execute or implement PR, inbound marketing, social media, direct mail, or whatever tactical programs are in the plan.

Stymied by seeming roadblocks to social media? …try this Rx

EMagine B2B Blog

By now, you’ve probably heard all the good reasons why your B2B should be using social media; maybe you even caught our recent post recapping research showing that that’s exactly where your early-stage buyers are doing much of their product/vendor short-listing these days.

7 Steps to Launch a Successful Social Selling Program


There’s a good reason why 90% of the top salespeople use social selling tools, according to a report by LinkedIn*. Social selling clearly works. According to IDC, today’s digitally enabled buyers rely on social media more than ever as part of the buying process, with 75% of buyers citing social media as a way to research vendors**. Social Selling 101. Social selling can best be explained as the use of social media to connect with prospective buyers.

The Dos and Don’ts of Celebrating the Holidays on Social


To help you, I’ve compiled a list of dos and don’ts for brand marketers looking to celebrate holidays on social media. I like to practice something called “Edutainment,” a combination of educating and entertaining your audience on social media. Social Media b2b Consumer

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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. There is a common misconception that scientists aren’t on social media.

Webinar Best Practices – Down to the Do’s & Don’ts

The Mx Group

If you’re looking for content / topic inspiration, review your buyer personas and think about their challenges. Why go it alone when you can team up with a customer, vendor, sponsor or subject matter expert? Promote your on-demand webinar on social media.

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.

5 Ways to Boost B2B Sales Through LinkedIn Social Selling


While social media sometimes gets a bad rep among professionals due to the endless posts about difficult math problems and memes, when done well, social media can be one of the most effective and underutilized channels for sales teams. This last tip makes social selling even more fun.

39 More (of the) Best Social Media Guides, Tips and Insights of 2011


The notion of using social media for business has gone from cutting edge to commonplace in an amazingly short time. And for those laggard firms still resisting social media, recent changes by Google now make it all but imperative. Social Media Marketing Tips and Tactics.

Developing a Social Media Marketing Strategy in Technology

Hinge Marketing

Yet social media isn’t always as comfortable a domain for engineers, software developers and other techies who truly have a lot to say and share. Why Social Media Marketing Makes Sense for Technology Services. Social media is an optimal platform for both.

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. Social Guys. These buyers love to socialize and believe strongly in word-of-mouth. Social Guys. Written By.

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.

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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.

The 11 Best Content Marketing, SMO, and Marketing Performance Management Tools


Web analytics tools are often all small to midsized firms will need to track their digital marketing performance—particularly when combined with marketing analytics dashboards that pull in data from social media accounts and other sources. Pricing: contact vendor for quote.

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