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Everything related to buyer personas

Monthly Archives: October 2013

New Survey Highlights What Is Most Important To B2B Customers. Surprise, It Is Not Content Marketing.

The fanfare has been loud and non-stop.  Drums beating and reverberating throughout the B2B world to jump on board the content marketing train.  As in the B2C world, we are beginning to see a dramatic rise in web-based content, online communities, and video-based messaging.  These are proving to be powerful ways to communicate. There is just one problem. B2B customers are experiencing disconnect between brand as well as content messaging and what they care about most.  According to a recent research study and survey conducted by McKinsey, of 700 global executives, corporate messaging may be having little impact on evaluation…

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Tony
Article by Tony Zambito

7 Criteria To Ensure Doing The Right Things For Buyer Personas

When we put time, resources, and money into anything we do business-related, it is natural to seek value in return.  Value comes from understanding what are the right things to get done.  How to ensure investment in buyer insight research and buyer persona development adds value is one question I get asked frequently. Doing The Right Things To get the most value out of investments, business leaders have to look beyond style or hype and look at the substance.  Using evaluative criteria to determine if they are making as well as have made the right choices.  This is usually the…

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Tony
Article by Tony Zambito

5 Recommendations For Leaving Out-Of-Date Buyer Persona Practices Behind

Companies today are facing challenges to grow yet must do so in new ways.  Finding optimal effectiveness and efficiency in reaching buyers can be elusive.  Confronted with higher expectations by buyers for quality services, better experiences and seamless integration into their business operations.  These factors have B2B organizations on the hunt for deeper understanding of their markets and buyers. Living In The Past Despite these challenges, organizations can operate as if they are living in the past.  This includes existing buyer persona development efforts B2B companies have engaged in.  Not realizing they may actually be putting themselves further behind in…

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Tony
Article by Tony Zambito

6 Advanced Best Practices in Buyer Personas Propel Growth

For many B2B organizations, there is renewed energy towards growth.  Hesitant during the long crawl of the recession, companies are once again setting more ambitious growth goals.  What makes this point in time different is buyers are no longer as they were just five years ago.  Understanding buyers in the new digital age takes on new meaning for how companies must adapt and achieve growth. Leaving Dark Age Best practices for buyer persona development are making significant advances.  Losing the constraints brought on by narrow functional contexts found in product marketing, content marketing, and campaign management.  Leading the way are…

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Tony
Article by Tony Zambito

6 Reasons Why Buyer Personas Are More Important Than Ever

Alan Cooper first introduced the concept of user personas in 1999 to help inform design strategy, of which I was privileged to witness first-hand.  This was important then since user-friendly digital products and services were lacking.  Challenges on how to make the web user-friendlier were a pressing problem back then as well.  In 2002, I began a focus on buyer personas to address the changes in buying behaviors beginning to occur.  The focus shifted to informing customer strategies, which best fit, the goals of buyers. The Question The question I get asked occasionally when helping people is this: after a…

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Tony
Article by Tony Zambito

Up Your Game On Buyer Insight Research For Quality Buyer Personas

What has become abundantly clear to is this: understanding your prospects and customers is essential.  B2B companies who outperform their competitors are doing so with deep insights into how their buyers are behaving.  More importantly, learning the “why” of the behaviors driving their customers and prospects to make a purchase decision. Behind The Curve Many B2B companies are trying to get out from behind the curve of where their buyers and competitors have advanced.  Struggling to get a clear picture on how disadvantaged they may be.  Realizing practices put into place, even as short as three to five years ago,…

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Tony
Article by Tony Zambito

Are Your Buyer Personas More About You Than Your Buyers?

Recently, I was asked if I would help review a set of completed buyer personas.  It turned out to be an interesting exercise.  As I usually find when helping people with their questions and challenges.  This particular instance resurfaced one of the major pitfalls of buyer persona developments.  Which is all too common today. Context Recently, we are seeing buyer persona development become a concern for content marketing and product marketing.  The focus is narrowly defined to meet campaign needs and short-term objectives.  The needs are pressing and no doubt folks are under the gun to hit targets.  There are…

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Tony
Article by Tony Zambito

6 Steps To Make Persona-Based Marketing Operational

At one time, we may have been asked to go on a blind date.  Blind dates can be frightening and a cause for much anxiety.  We attempt to picture in our minds what our blind date may look like.  And, we attempt to ask the matchmaker all we can about this person.  We guess and fret on what to wear, what to say, and how to interact with our blind date. For many in B2B organizations, it can feel like a never-ending series of blind dates with customers and prospects alike.  In today’s evolving digital environments, B2B marketers are challenged…

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Tony
Article by Tony Zambito

Buyers As Usual Is Over

CEO’s and their respective teams are feeling the pinch.  Customer acquisition is a top priority.  Lead generation is a priority.  Effectiveness is a priority.  Survey after survey in the last year or two points to the need to not only sustain but also grow.  Clarity on how is the apparent missing link. Short-Term Many organizations in B2B are driven by the need to meet pressure-cooker short-term objectives.  Meetings after meetings throughout are dominated by discussions about quarterly objectives.  This is causing an inordinate amount of focus on the internal.  Usually, most work efforts are centered on what can get done…

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Tony
Article by Tony Zambito
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