Tag Archives: Buyer insight

Are Your Buyer Personas Data Overkill?

As the concept of buyer personas has crept into the conscious of both B2C and B2B Marketing, so has misguided representations of buyer personas become prevalent.  With many touted frameworks and processes being representative of buyer personas in name only.  These misrepresentations have also led to a tendency to throw everything, including the kitchen sink, into crafting buyer personas. For example, an organization I helped recently had previously utilized a framework, labeled buyer persona in name only, which consisted of a matrix of 15 plus categories.  Why do I say labeled in name only?  This approach of having 15 plus…

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Tony
Article by Tony Zambito

Overcoming The Content Personalization Challenge With Buyer Persona Research

It is clear that one of the top challenges facing marketing, especially B2B marketing, is the ability to connect with potential buyers on a personal level.  Recent surveys of marketing professionals by Rapt Media, Forrester, Seismic, SAP, IBM, and others all indicate that content personalization remains the biggest challenge for marketers this year and for the foreseeable future. The percentages of marketers indicating this as their top challenge are not measly either.  For example, in a survey of 500 marketing professionals by Rapt Media, over 80% stated content personalization as their biggest challenge.  This coincides with previous studies and surveys…

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Tony
Article by Tony Zambito

Study Confirms Importance Of Qualitative Research To Success With Buyer Personas

A recent survey conducted by Cintell*, entitled 2016 Benchmark Study On Understanding B2B Buyers, indicates that high performing organizations utilized qualitative research for their buyer personas.  The study focused entirely on the use of buyer personas for understanding B2B buyers. Findings also found that 70% of companies who missed their revenue goals did not conduct qualitative research for their personas.  While 82% of those who exceeded their revenue goals conducted qualitative research.  These facts from the 137 respondents, from a variety of roles primarily in marketing, shows a strong correlation between the use of qualitative research and the effectiveness of…

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Tony
Article by Tony Zambito

State Of Buyer Personas 2016 Survey

This has been an eventful year.  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. Each year, since originating the concept of buyer personas in 2001-2002, I have reflected and offered a perspective on the state of buyer personas.  As in last year, I wish to incorporate the use of a survey to offer a comprehensive view of the state of buyer personas.  This…

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Tony
Article by Tony Zambito

7 Elements Of Customer Understanding The C-Suite Must Master

Changes in customer and buying behaviors continue to rock the very foundations of many industries.  According to recent surveys by PWC, Forrester, IBM, and McKinsey, disruptive trends in customer and buying behaviors are expected to continue over the next five years.  Many organizations are undergoing digital transformations in order to improve customer interactions, engagement, and understanding. For CEOs and their C-Suite teams, developing deep customer understanding is becoming strategically important to staying competitive and relevant to customers. While customer understanding is becoming of vital importance to the C-Suite, the struggle continues on just how to attain customer understanding.  New digital…

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Tony
Article by Tony Zambito

Mapping Buying Experiences: Creating Growth Through Aligning With Buyer Goals

Engaging new buyers and repeat customers are the lifeline to achieving growth.  While the context of these fundamental challenges has changed via digital technologies, they nevertheless are constant pressures.  Recent surveys of CEOs by IBM, PWC, and KPMG all point to major concerns and priorities in expanding the lifeline to growth. Creating distinctive and engaging experiences, as part of how people and businesses go about making purchases, is getting more attention today than ever.  Causing many to rethink long-standing practices on customer acquisition and customer retention. In order to learn how to create distinctive buying experiences, businesses are embracing new…

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Tony
Article by Tony Zambito