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.

You probably have too many personas

Biznology

Personas are a good thing. So, you might think that the more personas, the better. Developing personas has become kind of a cottage industry among marketing consultants. They’ve got techniques for facilitating persona workshops. That box must be checked: Personas?

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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. Rethinking Buyer Personas. by Louis Prado.

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. Do they work within the same industry?

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.

2020 Tips: Developing Buyer Personas

Sharpspring

If you work in marketing, you probably hear a lot about optimizing the customer experience, tracking buyer journeys and identifying decision-making factors and/or paths to purchase. But what about developing buyer personas? Buyer Persona Statistics.

How to Create Better Business Personas and Actually Drive Sales

Biznology

Customer personas are fictional characters representing the people most likely to buy your products, visit your site or otherwise associate with what you do. Make Personas Ultra-Realistic. Use Existing Data to Enrich the Personas. working as well as expected.

How Many B2B Buyer Personas Do You Need?

Marketing Interactions

One of the first things potential clients say to me is something along the lines of how many buyer personas they think they need to create. The average is three to five B2B buyer personas. Which B2B buyer personas, when engaged, will help marketers drive contribution to revenues?

Bye-Bye, Traditional Buyer Personas!

Televerde

Long gone are the days where generic, stock-photo buyer personas like ‘Mary from marketing’ and ‘Francine from finance’ determined the direction of our marketing campaigns. Buyer insights complete your buyer personas. What worked and what didn’t work in your evaluation experience?

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.? . Why do we c reate Buyer Personas? . When done purposefully, the buyer persona exercises can be illuminating in helping you understand your prospects on a deeper level. . What are Some Examples of Buyer Personas? . Target Personas Example .

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.

B2B Marketers Going Beyond Buyer Personas, Working with Sales

B2B Marketing Traction

The need for marketing to work with sales is more important than ever. In an article in Sales and Marketing Magazine , Tim Reisterer warns that if marketers merely focus on the buyer persona, they miss the information they need to assist in prospect conversion.

Email Marketing: 3 simple steps for building customer personas

B2B Lead Generation

Byron explained how his organization transformed from batch and blast email sends to persona-driven campaigns. Once you have key people in the room, the trick to building personas is in looking at your existing customer data to gain insight into who buys from you.

Creating a Marketing Persona: Influencers Matter

Modern Marketing

Then based upon the characteristics of each segment, you can create a sketch, or a persona, that stands in for that segment. By creating a marketing persona, you can view that whole segment as a person and put yourself in their shoes. How Many Personas? They both work together.

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. And, mixing the terms through the nameing convention of buyer persona profile.

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. by Johan H.

Does your marketing speak persona?

Biznology

I’ve been working lately with a very smart guy who has a wealth of marketing experience–mostly offline but growing experience online also. That’s why you need to dig deeper and understand what your customers care about through devices such as personas.

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

Webbiquity

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.

Why Buyer Personas Are Not a Waste of Time

ANNUITAS

A recent article on MediaPost raised the question “Are Buyer Personas a Waste of Time?” The article quoted Michael Jaschke, CEO of 48Bricks , an ad tech company, as saying, “The premise of trying to model consumer behavior based on massive amounts of data does not work.”

Dear Marketers, Buyer Personas Still Need A Makeover

ANNUITAS

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). It’s going to take some work. Personas create focus. Personas drive alignment.

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!

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. Understanding How Customers Desire and Perceive Experience Through Buyer Persona Research.

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 State of Buyer Personas 2012.

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?

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.

How to Create Engaging Videos Using Buyer Personas and States of Being

Cintell

And this is why buyer personas are so important. Sure, you’ve heard of buyer personas before, but this blog post isn’t about a step-by-step process to build yours. Personas and States of Being. So, you’ve developed buyer personas. Blog Buyer Personas

Dear Marketers, Buyer Personas Still Need A Makeover

ANNUITAS

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). It’s going to take some work. Personas create focus. Personas drive alignment.

Best Practices For Identifying And Developing Marketing Personas For ABM

bizible

To be able to understand and wrap your head around the multiple people that you want to engage within a target account, it’s essential to think about personas. Identifying Marketing Personas. Identifying personas is figuring out who the audience is for your marketing.

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.

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

Cintell

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.

Do Your Personas Need A Makeover?

ANNUITAS

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). It’s going to take some work. Personas create focus. Personas drive alignment.

5 Ways B2B CMOs Can improve Audience Development With Buyer Persona Research

Tony Zambito

Questions I often receive when working with CMOs specific to B2B. For example, some content marketing pundits believe you should separate out audience personas. Because these are different, in theory, from your buyer personas. Utilize The Right Buyer Persona Research Approach.

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. Market segments are not equivalent to personas.

Rethinking Market Strategy In A Digital Economy

Tony Zambito

These four behavioral areas are being impacted, as well as, converging: (Market) Organizational Behaviors : How people work and interact in work environments today is significantly changing. by Delwar Hossain.

Creating Perfect Buyer Personas

Valasys

Buyer personas are the second most popular criteria for content segmentation according to B2B marketers yet only 44% actually utilize them. The persona that is developed becomes a foundation for any business that depends heavily on customer acquisition, conversion, and retention.

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. The B2B Persona project from Mathew Sweezey. Which, as a marketer, is not enough information for us to know if they are still in our persona or not. Some people leave that persona completely.

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.

Why Customer Personas Need to Die: Moving Beyond Segmentation to Personalize at the Individual Level

Modern Marketing

Anyone who’s worked on a marketing pitch deck has dealt with customer personas — those artificial audience ideals like “Maggie the Millennial” and “Craig the CTO.” And so, audience personas were born.

3 Things About Win Rates and Persona Engagement

bizible

We looked at our win rates for opportunities that have closed this year and analyzed them across several persona-based dimensions. Next, we wanted to find out which specific personas had the most impact on win rates. Win rates are a focus of every organization.

Develop an Effective Email Marketing Strategy Using Data, Behavior, and Customer Personas

Act-On

Developing a strategy that works for your target audiences is essential for email marketing success. This post will guide you through using personas, data, and behavior for improved deliverability and even better engagement.