Audience Persona

Buyer Personas

4 Helpful Elements Of Buyer Personas Essential To Your Brand Storytelling

Blog, Audience Persona, B2B Marketing, Brand Strategy, Branding, Buyer Goals, Buyer Insights Research, Buyer Mindset, Buyer Persona, Buyer Personas, Chief Marketing Officer, goal-directed behaviors, Goal-Directed Buyer Personas / By

Marketing Leaders Can Use 4 Approaches Involving Buyer Personas To Create A Brand Story Buyers Will Want To Read Some of the best books ever written often involve an engaging central character or several central characters.  Stories are written that revolve around a plot of the central character facing and overcoming challenges.  A non-fiction book …

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Anticipating The Next Normal With The Pandemic Persona

Audience Development, Audience Persona, Buyer Persona, Buyer Persona Blog, Buyer Personas, Buying Scenarios, Consumer Persona, persona, personas / By

Back to normal. The new normal. We have seen these expressions quite a lot in the last few weeks.  We are in an unexpected era of uncertainty.  We are never ever going to go back to normal as we knew it.  Nor can we predict a new normal. Not with any certainty at least. What …

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Are Your Buyer Personas Data Overkill?

#h2h, Audience Development, Audience Persona, B2B CMO, B2B Customer Experience, B2B Marketing, Buyer Goals, Buyer Insights Research, Buyer Journey, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buyer's Journey, Buying Behavior, Buying Process, Chief Customer Officer, Chief Marketing Officer, CMO, Content Marketing, Content Strategy, customer engagement, Customer Experience, customer insights, Customer Journey, Customer-Centric, Customer-Centric Marketing, Digital Economy, goal-directed behaviors, Goal-Directed Buyer Personas, goal-directed buying behaviors, goals, MArket Research, Persona-Based Marketing, personas, Qualitative Research, scenarios, Tony Zambito / By

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, …

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Overcoming The Content Personalization Challenge With Buyer Persona Research

Audience Development, Audience Persona, B2B CMO, B2B Marketing, Buyer Goals, Buyer Insights Research, Buyer Journey, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buyer's Journey, Chief Marketing Officer, CMO, Content Marketing, Content Strategy, customer engagement, Customer Experience, Customer Journey, customer research, engagement marketing, goal-directed behaviors, goals, human goals, Persona-Based Marketing, personas, Qualitative Research, Tony Zambito / By

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 …

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How Hologic, A B2B Company, Connects Authentically Through The Human Story Of Breast Cancer Awareness

1 Comment / #h2h, Audience Development, Audience Persona, B2B Ethnography, Brand Experience, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Personas, Chief Marketing Officer, Content Marketing, customer focused, customer insights, Customer-Centric, Digital Economy, Global Marketing, human insights, Human-Centered Marketing, Market Leader, Market Leadership, MArket Research, modern marketing, Qualitative Research / By

All across the world, October is recognized as Breast Cancer Awareness month. While we celebrate breast cancer survivors during this month, it is also a reminder for us to pray for the recovery of those suffering from metastatic breast cancer (Stage IV and greater). The hardship women endure from metastatic breast cancer is difficult both …

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4 Things Buyer Personas Are Not

1 Comment / Audience Persona, B2B Marketing, Buyer Insights Research, Buyer Mental Model, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Persona Scenario, Buyer Personas, Buying Process, Content Marketing, Content Strategy, customer insights, Interaction Scenario Modeling, Persona-Based Marketing, personas, Qualitative Research / By

When products or services look similar, are called by similar names, or represented to be the same as, this can lead to confusion.  When it comes to buyer personas, this is more common than it should be.  In helping several B2B organizations directly or in advising recently, I have noticed the confusion become more prominent. …

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5 Reasons For Poor Buyer Personas Steering Marketing In The Wrong Direction

1 Comment / Audience Persona, Buyer Insight, Buyer Insights Research, Buyer Mental Model, Buyer Persona, Buyer Persona Blog, Buyer Persona Canvas, Buyer Persona Development, Buyer Persona Research, Buyer Persona Scenario, Buyer Personas, Buying Behavior, Buying Process, Chief Marketing Officer, CMO, Content Marketing, Content Strategy, customer insights, MArket Research, Mental Models, Persona buying Cycle, Persona-Based Marketing, personas, Qualitative Research / By

This July marks the 13th year since the first drafting of the concept and methodology of buyer persona development.  Notably, in the last three years, we have seen an increase in awareness of buyer personas.  Coinciding with the rise in content marketing, marketers seek to use buyer personas to help guide content strategies and tactics. …

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Story-Driven Insights Drive Growth

Audience Persona, B2B Buyer Ethnography, B2B Ethnography, Buyer Insight, Buyer Insight Research, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Stories, Buyer Personas, Chief Marketing Officer, CMO, MArket Research, Persona-Based Marketing, Qualitative Research / By

We have a problem.  We are being inundated with facts, data, reports, and charts.  In the digital age, instead of reams of paper piled high on a desk, we have megabytes being stored on a hard drive or in the cloud.  The hope is these deeply stored megabytes will give us the analyses and insights …

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4 Ways To Differentiate With B2B Audience Messaging Segmentation

Audience Development, Audience Persona, Brand Experience, Buyer Insight, Buyer Perception, Buyer Persona, Buyer Persona Blog, Buyer Persona Stories, Buying Behavior, Chief Marketing Officer, Chief Sales Officer, CMO, Content Marketing, Content Marketing Effectiveness, Content Strategy, Qualitative Research / By

If you put yourself in the shoes of a customer as a listener instead of the messenger, you might find a noise you do not like.  Perhaps it is a loud constant humming sound.  Five competing companies sounding like a meditative chant.  Yet there is no escape as a listener.  In the shoes of a …

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