Persona

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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Use Buyer Personas To Humanize Your Content Marketing

2 Comments / B2B Marketing, Best Practices, Buyer Insight, Buyer Insights Research, Buyer Journey, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Chief Marketing Officer, CMO, Content Marketing, Content Marketing Effectiveness, Content Strategy, customer insights, customer persona, human makreter, human marketing, Human-Centered Marketing, MArket Research, Mental Models, persona, Persona-Based Marketing, Qualitative Research, scenarios / By

All businesses and people within businesses become enamored with, process, at some point. Process is good. Process can also be bad. Bad to the extent doing the process becomes more important than meeting the end goal. When it comes to content marketing today, it just may be too much process is actually preventing a human connection …

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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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Does Your Buyer Persona Look Like A Sales Call Plan?

B2B Buyer Ethnography, Buyer Insight, Buyer Insights Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buying Process, Chief Marketing Officer, Chief Sales Officer, CMO, CSO, Market Leader, sales effectiveness, Sales Enablement / By

When she blurted it out, it was so on the mark, I just sat there in silence for a few seconds.  We have all had those moments.  Those moments when we think – “why haven’t I thought of that before?” I was engaged in a helpful conversation with an Inc. 500 head of sales in …

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Why The Differences Between Buyer Profiling and Buyer Personas Matters

11 Comments / B2B Buyer Ethnography, B2B Customer Ethnography, B2B Customer Experience, B2B Ethnography, Brand Experience, Branding, Buyer Insight, Buyer Insights Research, Buyer Mental Model, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buying Behavior, Buying Process, Chief Customer Officer, Chief Marketing Officer, Chief Sales Officer, Content Marketing, Content Marketing Effectiveness, customer persona, Ideal Buyer Persona, Persona-Based Marketing, Qualitative Research / By

Many marketing and sales executives agree the need to understand buyers today is greater than ever.  Markets and industries in B2B are still trying to figure out the impact of changing buying behaviors.  There is heightened attention in customer acquisition – mainly because it has become a guessing game. What many executives are discovering is …

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Understanding Buyer Personas and Behavior | AQs Blog and Grill

Best Practices, Buyer Insight, Buyer Insight Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Research, Buyer Persona Scenario, Buyer Personas, Buying Behavior, Content Marketing, Content Marketing Effectiveness, Content Strategy, Persona-Based Marketing / By

Recently, I made an appearance on AQ’s Blog & Grill, hosted by Alan Quarry.  It was a fabulous discussion.  Alan is one of our brightest minds as well as leading contributors in business and marketing today.  It has been a pleasure to interact with him.  Here is a brief bio on Alan: Alan Quarry is …

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7 Criteria To Ensure Doing The Right Things For Buyer Personas

1 Comment / Best Practices, Buyer Insight, Buyer Insight Research, Buyer Persona, Buyer Persona Blog, Buyer Persona Canvas, Buyer Persona Research, Buyer Persona Scenario, Buyer Persona Stories, Buyer Personas, Buying Behavior, Chief Customer Officer, Chief Marketing Officer, Chief Sales Officer, CMO, Content Marketing, Persona buying Cycle, Persona-Based Marketing, Persona-Based Scenario Modeling, Qualitative Research / By

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 …

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

B2B Customer Experience, Buyer Insight, Buyer Insight Research, Buyer Journey, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Persona Research, Buyer Personas, Buying Behavior, Buying Process, Chief Marketing Officer, Chief Sales Officer, Content Marketing, Customer Journey, Persona-Based Marketing, Qualitative Research / By

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 …

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6 Advanced Best Practices in Buyer Personas Propel Growth

1 Comment / Best Practices, Buyer Insight, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Personas, Buying Behavior, Chief Marketing Officer, Chief Sales Officer, CMO, Persona-Based Marketing, Qualitative Research / By

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 …

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6 Reasons Why Buyer Personas Are More Important Than Ever

7 Comments / Buyer Insight, Buyer Journey, Buyer Persona, Buyer Persona Blog, Buyer Persona Canvas, Buyer Persona Development, Buyer Personas, Buying Behavior, Content Marketing, Customer Journey, Persona-Based Marketing / By

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 …

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