Confusing Customer Segmentation, Buyer Profiling, and Buyer Personas Harms Marketing

Tony Zambito

Compounding the issue today is the prevalent use of the term buyer persona to describe customer segmentation and buyer profiling efforts. The issue I am referring to is the confusion that can surround distinguishing between customer segmentation, buyer profiling, and buyer personas today.

The 3 Most Popular Methods of Segmentation for B2B

Reachforce

Customer segmentation is powerful, because it allows the marketer to draw an accurate picture of their customers, group them according to similarities, and devise pinpointed messages to specific segments of their customer base.

Trending Sources

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 Buying Patterns/Frequency ?.

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.

Getting Started With Email Marketing Segmentation

Webbiquity

Email segmenting is one of the most powerful techniques for boosting open rates, CTRs, and total revenue per email. With the high cost for sophisticated email platforms and the technology segmentation requires, it makes sense. The Categorization Approach to Email Segmentation.

Customer Segmentation Basics Explained

Marketing Insider Group

The post Customer Segmentation Basics Explained appeared first on Marketing Insider Group. We all want to get to know our customers better. If we could wave magic wands and have customers walking directly into customized products and services tailored with them specifically in mind, we would. Unfortunately, business – and life – does not work that way. To understand our customers better, we need systems in place […].

How Big Data is Changing the Face of Market Segmentation

Reachforce

Market segmentation isn’t an exact science. Digital Marketing Big Data Marketing Segmentation

Segmentation: 5 Steps to Help You Send Emails That Your Prospects Actually Want to Read

Act-On

The answer to these email marketing woes is segmentation and personalization. In fact, companies who use segmentation say it increases conversion rates by up to 30%. There really aren’t any concrete rules about what data should be used to help segmentation.

How To Effectively Segment Your Email List

Marketing Insider Group

But before sending a single email, businesses need to understand the importance of segmenting email contact lists. Yes, segmentation can be tedious but consider this, DMA says that 77% of email marketing ROI came from segmented, targeted, and triggered campaigns.

What Can the Tech Giants Teach Us About Market Segmentation and Online Lead Generation?

Reachforce

Big Data Marketing Lead Segmentation and Scoring Database Marketing Personalization SegmentationThis past weekend, Lynn woke up late on a working Saturday. Upon tapping the Google app on her smartphone, Lynn was reminded that it was her brother’s birthday.

Improve Your Targeting Overnight With Data Segmentation

Reachforce

For years, marketers have been building customer profiles. Most marketers actually know their target customer quite well. You likely know the size business you’re targeting, how many employees they retain, what their annual revenue is, and whether they are B2B or B2C businesses.

How to Effectively Segment Your Inbound Leads

Leadspace

Below are 5 variables that we often see customers segment their inbound traffic or their marketing automation databases based on, and that we ourselves segment based on: Predictive Persona (Primary). The post How to Effectively Segment Your Inbound Leads appeared first on Leadspace.

Personalized Marketing Using Data Segmentation

Reachforce

Personalization in marketing is just one of the powerful goodies you can get from modern lead data segmentation and analytics. Database Marketing Big Data Marketing Lead Segmentation Personalization

Data Quality: The Make or Break Key to Successful Segmentation

Reachforce

By now, you know the positive impact good customer segmentation can have on your marketing efforts.

We Need Better Audience Segmentation in B2B Content Marketing

Content Standard

Are you using audience segmentation in your B2B content marketing? Recently, I launched a campaign rolling out a new software product to three different segments: small business, mid-size companies, and enterprise organizations. ” Tackling Your Own Segmentation.

Predictive Analytics: Should Automated Content Selection Work by Segment or Individual?

Customer Experience Matrix

The point was the difference between basing content selection on individuals and on segments. The distinction these vendors were making is between selecting content separately for each individual and selecting the same content for all members of a segment.

3 Steps to Applying Your Personas to Segmentation

Modern B2B Marketing

The answer lies in using technology to create segments, and tailor your marketing to each persona by assigning it a segment. Map Personas to Segments. Score Segments Based on Attributes. Apply Your Segments and Scoring to Marketing Programs.

Target Your Best Prospects by Segmenting Your Best Customers

Modern B2B Marketing

The best customers are those that last a lifetime , and by segmenting your current customers and identifying which are the most profitable, stay the longest, expand service, and refer new customers, you can allocate more of your marketing dollars to acquiring similar prospects.

Why and How to Improve Audience Segmentation for B2B Marketing

Salesfusion

10 ways to segment your audience to meet the growing demand for personalization. But perhaps the most important piece of all is how you segment your lists (and this is also something with which the appropriate marketing technology can help). Why Audience Segmentation Matters.

Automated Behavioral Segmentation: Personalized in Real Time

ActiveDEMAND

Automated Behavioral Segmentation: Personalized in Real Time Behavioral segmentation categorizes prospects in different groups based on their actions or engagement patterns. The post Automated Behavioral Segmentation: Personalized in Real Time appeared first on ActiveDEMAND.

Stop Segmenting; Start Individualizing

Opentopic

Witcher says they’re comparing all of their brand experiences, whether they’re with a bank, The post Stop Segmenting; Start Individualizing appeared first on Opentopic. First impressions are already important. But in today’s customer-centric world, every impression counts. According to Brendan Witcher, principal analyst for Forrester Research Inc, customers’ expectations reset every time they’re exposed to a better shopping experience.

Geodemographics: Using Location-Based Segments for Targeted Marketing

Marketing Action

Segmentation strategies have long been a powerful way to target certain audiences, and geographic information is a key piece of the puzzle. Let’s take a look at the history of geodemographics and take a tour of the segmenting solutions being used in the marketplace today.

How Should I Segment My Database?

Modern B2B Marketing

Which is why, as you contact your database, it’s essential that you divide that database into segments, and tailor your communications for each segment – as we’ve learned, 23% of engagement is explained by segmentation. How Should I Segment My Database?

Stop Segmenting; Start Individualizing

Opentopic

Witcher says they’re comparing all of their brand experiences, whether they’re with a bank, The post Stop Segmenting; Start Individualizing appeared first on Opentopic. First impressions are already important. But in today’s customer-centric world, every impression counts. According to Brendan Witcher, principal analyst for Forrester Research Inc, customers’ expectations reset every time they’re exposed to a better shopping experience.

B2B Market Segmentation – Part 2: How to Approach Segmentation

Everything Technology Marketing

In part one of our segmentation series , we discussed the importance of and rationale behind market segmentation. Let's take a closer look at actual implementation of market segmentation. A better segmentation strategy is to start with why companies purchase a solution.

Generational Marketing Segmentation Is Broken: Have We Forgotten Baby Boomers in Our Race to Lure Millennials?

Content Standard

Every piece of advice, every “how-to” article, every case study, every conference features marketing segmentation and the much-feared younger generation, with experts showing how they’ve reached—and kept—that all-important millennial audience.

B2B Marketing Automation Industry Size and Segments

Customer Experience Matrix

The segments are defined based on revenue. The table below calculates revenues using reasonable assumptions about revenue per client in each segment: Combined with the previous chart, this shows the micro-business segment represents 61% of clients but just 17% of industry revenues.

5 Simple Ways to Segment Your Social Media Audience

Hubspot

Segmenting their audience on social media. Segmentation is not a new concept for marketers. We use segmentation to send emails, create pricing models, and understand the behaviors of our most loyal buyers -- so why aren’t we applying this practice to social media?

7 Ecommerce Segmentation Hacks for Profitable Customer Loyalty

Hubspot

With the right ecommerce and marketing platforms you have access to advanced customer segmentation that most merchants do not take advantage of. Here are 7 segmentation hacks to boost customer loyalty on your site. Those customers are in your last minute purchase segment.

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.

Are your marketing personas your sales market segments?

Biznology

The problem comes in when you haven’t thought through how those personas relate to market segments. Market segments are often used in marketing plans to decide which groups of prospects to target, but they are also frequently used in sales plans.

5 Best Criteria to Segment Your Site Traffic and Personalize the Customer Journey

Marketing Insider Group

The post 5 Best Criteria to Segment Your Site Traffic and Personalize the Customer Journey appeared first on Marketing Insider Group. Marketing Strategy Customer Satisfaction & Loyalty Digital Marketing increase conversions marketing strategy segmentation

Segmentation Ideas for Nonprofits and Member-Based Organizations

Hubspot

What I also know is that when it comes to mailing lists and email segmentation, there is plenty of room for improvement. The ideas listed below for member list segmentation can also be used for donors. Elements of Good Email List Segmentation. Nonprofit Segmentation

What Can Tablet Computers Teach Us About the Future of Big Data Marketing and Market Segmentation?

Reachforce

When evaluating big data analytics, it pays to remember the old saying, “Figures can’t lie, but liars sure can figure.”

7 lead segmentations to beautify your lead nurture program

Reachforce

Proper segmentation for your lead nurture program is akin to a well-prepared garden bed. The same is true for your nurture – take the time to build great segments and see the sales flower. 7 lead targeting and segmentation ideas to get you started on a beautiful program.

7 lead segmentations to beautify your lead nurture program

Reachforce

Proper segmentation for your lead nurture program is akin to a well-prepared garden bed. The same is true for your nurture – take the time to build great segments and see the sales flower. 7 lead targeting and segmentation ideas to get you started on a beautiful program.

The How’s of Data Segmentation

ANNUITAS

It’s no secret that data segmentation can have a profound, positive impact on marketing results. Blog B2B Marketing Data segmentation Demand Generation Lead management Marketing effectiveness

How to Master Content Segmentation & Personalization

Contently

Contently and OneSpot partnered on this webinar to analyze how brands use segmentation and personalization to increase site traffic and user engagement. In this webinar, you’ll learn: The difference between content segmentation and content personalization (and how they work together). The post How to Master Content Segmentation & Personalization appeared first on The Content Strategist. Brands Webinar content segmentation personalization webinar

A Framework for B2B Customer Segmentation – Part 1: Why Segment Your Market?

Everything Technology Marketing

Marketing segmentation is about subdividing markets into segments of customers that have similar needs and behaviors. But the craft of identifying and selecting the right segments is too often rushed and under-appreciated. In complex markets, segmentation is not trivial.

Case Study: Segmentation, New Creative Boosts Lead Conversion Rates by 75%

The Point

Spear conducted a thorough audit of the company’s lead nurturing process, and presented a series of recommendations, focused primarily on segmentation, offer strategy, email cadence, and creative.