Persona-Based Marketing

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

#h2h, Audience Development, Audience Engagement, B2B CMO, B2B Marketing, Brand Strategy, Buyer Decisions, Buyer Goals, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Persona Scenario, Buyer Personas, Buying Behavior, Buying Scenarios, Chief Customer Officer, Chief Marketing Officer, CMO, Content Marketing, Content Strategy, customer engagement, Customer Experience, customer insights, customer research, goal-directed behaviors, Goal-Directed Buyer Personas, goal-directed marketing, goals, Human-Centered Marketing, MArket Research, Persona-Based Marketing, personas, Qualitative Research, scenarios, Tony Zambito / By

The term, audience development, has become more ubiquitous in the world of marketing.  A recognition of the growing importance of digital content marketing to overall marketing strategies today.  For B2C CMOs, the concept of developing audiences and communities has been an essential core principle for some time. For B2B CMOs, the idea of audience development …

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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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4 Myths Preventing True B2B Customer Understanding

1 Comment / #h2h, B2B CMO, B2B Marketing, Buyer Decisions, 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 Marketing Officer, CMO, Content Marketing, Content Marketing Effectiveness, Content Strategy, customer engagement, Customer Journey, customer research, Customer-Centric Marketing, engagement marketing, goal-directed behaviors, goal-directed marketing, goals, human goals, Human-Centered Marketing, Ideal Buyer Persona, MArket Research, persona, Persona-Based Marketing, personas, Qualitative Research, scenarios, Tony Zambito / By

There is a big problem when it comes to B2B customer research.  And, most B2B executives may be unable to see or recognize the problem.  The scarier notion is some may not even know it exists. What is this big problem? According to various studies over the years (by credible institutions such as Harvard) regarding …

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Is B2B Content Engagement Heading In The Wrong Direction?

6 Comments / #h2h, B2B CMO, B2B Marketing, Brand Experience, Buyer Goals, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buyer's Journey, Buying Process, buying scenario, Buying Scenarios, Chief Marketing Officer, CMO, Content Marketing, Content Strategy, customer engagement, Customer Journey, Customer-Centric Marketing, goal-directed behaviors, goal-directed marketing, goals, Persona-Based Marketing, Persona-Based Scenario Modeling, personas, Tony Zambito / By

Sometimes more is truly less.  When it comes to the state of B2B content marketing and engagement, this proverb is on the mark.   According to a recent study by Track Maven, one among a few on this topic, shows both B2B and B2C marketers have increased their publishing of content in 2015 by as much …

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How To Lead With Customer-Focused Content

1 Comment / #h2h, B2B Marketing, Brand Experience, Brand Strategy, Branding, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Personas, CEO, Chief Marketing Officer, CMO, Content Marketing, Content Marketing Effectiveness, Content Strategy, customer engagement, customer focused, Customer Journey, Digital Economy, engagement marketing, goal-directed behaviors, goals, Lead Generation, Persona-Based Marketing, Tony Zambito / By

The explosion of content in the digital world is an unprecedented phenomenon just a few could have predicted twenty-five years ago.  Content is ubiquitous in all phases of life and in business.  In fact, it is getting harder and harder to find a slice of time where content is not invading precious personal or business …

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State Of Buyer Personas 2016: Strong Correlation Between Effectiveness And Goals

B2B CMO, B2B Marketing, Best Practices, Buyer Insights Research, Buyer Journey, Buyer Persona, Buyer Persona Blog, Buyer Persona Research, Buyer Personas, Buyer's Journey, Buying Behavior, C-Suite, CEO, Chief Customer Officer, Chief Marketing Officer, Chief Sales Officer, CMO, Content Marketing, Content Marketing Effectiveness, Content Strategy, customer engagement, Customer Experience, goal-directed behaviors, goal-directed buying behaviors, goal-directed marketing, persona, Persona-Based Marketing, Qualitative Research, sales strategy, State of Buyer Personas, User Insight Research / By

In 2016, we will mark the fifteenth year since buyer personas were first introduced.  The journey, however, continues towards professionals and organizations gaining a true understanding of what buyer persona development entails. What is clear is buyer personas are now entering the mainstream of dialogue when it comes to overall customer understanding.  Incorporating Survey Data …

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7 Elements Of Customer Understanding The C-Suite Must Master

#h2h, B2B Buyer Ethnography, B2B CMO, B2B Customer Ethnography, B2B Ethnography, B2B Marketing, Brand Experience, Buyer Goals, Buyer Insights Research, Buyer Journey, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buyer's Journey, Buying Scenarios, C-Suite, CEO, Chief Marketing Officer, CMO, Consumer Journey, Content Marketing, customer ecosystem, Customer Experience, customer focused, customer futurecasting, Customer Journey, customer persona, customer scenarios, Customer-Centric Marketing, Digital Economy, futurcasting, goal-directed behaviors, goal-directed marketing, Human-Centered Marketing, Mental Models, Path-to-Purchase, Persona-Based Marketing, Qualitative Research, scenarios, Tony Zambito, user persona, user personas / By

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 …

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