State of Buyer Personas

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

Leave a Comment / 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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Study Confirms Importance Of Qualitative Research To Success With Buyer Personas

1 Comment / B2B CMO, B2B Marketing, Buyer Goals, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buying Behavior, Chief Customer Officer, Chief Marketing Officer, CMO, customer insights, Customer-Centric Marketing, goal-directed behaviors, goal-directed marketing, goals, MArket Research, personas, Qualitative Research, sales strategy, State of Buyer Personas, Tony Zambito / By

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 …

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State Of Buyer Personas 2016 Survey

Leave a Comment / Buyer Goals, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buyer's Journey, Chief Customer Officer, Chief Marketing Officer, Chief Sales Officer, CMO, CSO, Customer Experience, customer insights, customer persona, goal-directed behaviors, goal-directed marketing, goal-directed methodology, goals, human goals, personas, Qualitative Research, State of Buyer Personas, Tony Zambito / By

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 …

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Intervention: Buyer Personas Are Not A Product Requirements Document

Leave a Comment / #h2h, B2B Marketing, Best Practices, Buyer Insight, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Research, Buyer Personas, Buying Behavior, buying scenario, Chief Marketing Officer, CMO, Content Marketing, Content Marketing Effectiveness, Content Strategy, customer focused, customer insights, customer narratives, customer persona, Customer-Centric, human insights, human marketing, human-centered marketer, Human-Centered Marketing, Path-to-Purchase, Qualitative Research, State of Buyer Personas, strategic narrative, Tony Zambito / By

Product centricity is still kicking dust up in the perfect storm of changing buyer behaviors and transforming digital technologies. The dust up so thick, most organizations believe they may be responding to this perfect storm, yet, everything they do does scream products. A good case in point is what organizations believe they need to do …

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Stop Business Speak And Simplify Insights To Achieve Customer Centricity

Leave a Comment / #h2h, B2B Marketing, Best Practices, Buyer Foresight, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Canvas, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buying Behavior, Chief Customer Officer, Chief Marketing Officer, CMO, Content Marketing, Content Strategy, Customer Experience, customer focused, customer insights, customer narratives, customer persona, Customer-Centric, Digital Economy, human insights, Human-Centered Marketing, Marketing Experience Design, persona, Persona-Based Marketing, personas, Qualitative Research, State of Buyer Personas, strategic customer narratives, strategic narrative, Tony Zambito, user personas / By

Many executives today are struggling in two areas.  One is in formulating strategies designed to help their organization stand out in a crowded field.  The second is in creating an enterprise adept with deep customer insights and understanding, which translates into obsessed customer focus.  When struggling in these two areas, executives and their organizations can …

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The New B2B Buyer And The Collaborative Economy

Leave a Comment / B2B Marketing, Brand Strategy, Buyer Foresight, Buyer Insights Research, Buyer Journey, Buyer Perception, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buying Behavior, Buying Process, buying scenario, Chief Customer Officer, Chief Marketing Officer, CMO, Content Marketing, Content Marketing Effectiveness, customer insights, Human-Centered Marketing, MArket Research, Qualitative Research, sales effectiveness, State of Buyer Personas, Tony Zambito / By

In the post-WW II decades through the 1990’s – and for many into the 2000’s, the business and world economy was focused on the mass “push-down” economic model. In simplistic terms, B2B was predicated on mass production and how many mass-produced products can be sold through marketing, sales, and distribution. Fortunes rose or fell based on whether B2B …

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State Of Buyer Personas 2015 (Survey Results)

Leave a Comment / #h2h, B2B Buyer Ethnography, B2B Customer Ethnography, B2B Ethnography, B2B Marketing, Best Practices, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Personas, Buying Behavior, Chief Marketing Officer, Chief Sales Officer, CMO, Content Marketing, Content Marketing Effectiveness, Content Strategy, Customer Experience, customer insights, customer narratives, Digital Economy, human insights, Human-Centered Marketing, modern marketing, Path-to-Purchase, Qualitative Research, State of Buyer Personas, strategic customer narratives, strategic narrative, Tony Zambito / By

It is now nearly fourteen years since the first-ever buyer persona development methodology was first created specifically for sales and marketing. For trivia and history buffs, Harcourt Education in 2002, a division of Reed Elsevier at the time, was the first organization to ever use research-based buyer personas for marketing and sales. How far we …

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