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Personalities Trump Personas in B2B - Gartner

Personalities Trump Personas in B2B - Gartner | The MarTech Digest | Scoop.it

"So, summarizing, the alternative path to persona driven B2B marketing and sales is:

1) Build an ideal customer profile of the enterprise (almost an Enterprise Persona) that looks at a variety of attributes, including psychographic elements.  Use this profile to tailor marketing efforts and sales qualification.
2) Develop information on the typical members of the buying team that focuses on their role in the buying process.  You can call this a basic persona, if you like, but you won’t benefit from the consumer level persona development.   Don’t feel obligated to go deep into personality attributes that may vary widely across your target customers (or conflict with the enterprise personality).
3) As you engage with customers, profile them to identify mobilizers, talkers, and blockers.   Evaluate those profiles again your buying team personas and develop an opportunity strategy that engages the mobilizers to help you build the consensus toward a decision."

CYDigital's insight:

I've also disliked personas because the buying process always includes multiple people, i.e., multiple personas. However, this approach makes sense. I'm buying.

 

Click/tap to view the original article.

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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Marketing Persona vs UX Persona - GetResponse Blog

Marketing Persona vs UX Persona - GetResponse Blog | The MarTech Digest | Scoop.it
A marketing persona, or buyer persona, is a way to segment target market by common characteristics. It is used to guide media campaigns to target the right audience with the appropriate messaging.

If marketing persona is focused on the WHO, a UX persona is more about the HOW. A UX persona, or design persona, can include all the information in buyer persona, but with additional emphasis on the task-oriented user behavior. What a UX persona wants to uncover is all the steps a target user will take to go from point A to point B.
CYDigital's insight:

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New B2B Persona Research From Salesforce and LinkedIn Study - B2B Lead Blog

New B2B Persona Research From Salesforce and LinkedIn Study - B2B Lead Blog | The MarTech Digest | Scoop.it
Their email address is still valid, yet that person is no longer in your persona, and you should no longer be targeting or talking to that person. But because that email address doesn’t bounce, we still do.

The aspect of the horizontal and vertical movement is pretty compelling. The second thing that I thought was really fascinating was the idea of growth and the concept of churn. One of the things that we often don’t really think about is that our personas are actually a fluid set of people. It’s different day to day.

Some people leave that persona completely. Hence they were in this managerial role, and now they’re in a different department; they have just left our persona. And then some people enter that marketplace altogether. That’s the reverse, such as they were in support, and now they moved over into sales, hence making them a part of our persona.
CYDigital's insight:

What's important: That the intercompany movement wreaks havoc on your personas!. CT for more info, and for the study, go here: https://secure.sfdcstatic.com/assets/pdf/datasheets/mc-b2b-personas-targeting-audiences.pdf

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

#MarTech #DigitalMarketing

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Why You Need Negative Buyer Personas for Better Customer Acquisition - Kissmetrics

Why You Need Negative Buyer Personas for Better Customer Acquisition - Kissmetrics | The MarTech Digest | Scoop.it
Here’s a look at why, and how you can get started on using this important tool immediately for improved customer acquisition.
CYDigital's insight:

CT for the why, but the guidance is excellent. How do you prove a theorem? Prove its opposite.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

#MarTech #DigitalMarketing

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The Next Generation Of Personas - Forbes

The Next Generation Of Personas - Forbes | The MarTech Digest | Scoop.it
I was recently talking with Scott Levine, SVP Strategy at Kern, about the need for personas to evolve if they are to continue to drive relevant marketing decisions. Below is Levine's perspective on the challenges associated with using traditional personas and how personas are evolving.
CYDigital's insight:

They really have this down. Worth the quick read if you're using personas.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

#MarTech #DigitalMarketing

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Marketers: Dust Off Those Personas and Use Them - CMSwire

Marketers: Dust Off Those Personas and Use Them - CMSwire | The MarTech Digest | Scoop.it
What if you already have smart, well designed and effective personas, how can you start using them more effectively? 

1. Make them easy to find
2. Put them at the center of campaign planning meetings
3. Integrate them with your technology
4. Include them in your content creation process
5. Run a campaign for internal adoption
CYDigital's insight:

Just use 'em.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs: http://www.marketingio.com #MarTech #DigitalMarketing

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Does Account-Based Marketing Make Buyer Personas Unnecessary? | CustomerThink

Does Account-Based Marketing Make Buyer Personas Unnecessary? | CustomerThink | The MarTech Digest | Scoop.it
When you implement account-based marketing, the first two steps in the process are to select target accounts and identify the relevant contacts (i.e. buyers) in each target account. The third step in the process is to develop deep insights regarding each account. With ABM, therefore, you will identify the actual buyers, and you will develop deep account insights before you begin your marketing program. Doesn’t this knowledge reduce the need for buyer personas?

In reality, buyer personas are still essential for effective ABM because every buyer at each target account will bring his or her individual perspectives to the buying process, and it’s still important to have marketing messages and marketing content resources that address those individual buyer perspectives. Today, it is possible to learn more about our actual buyers than in the past, but even “big data” won’t consistently reveal the goals, objectives, and motivations of individual buyers.

So, we still need buyer personas to fill those gaps in our understanding.
CYDigital's insight:

It's one view...

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs: http://www.marketingio.com #MarTech #DigitalMarketing

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How to Drive Product Growth with Behavioral Personas - ConversionXL

How to Drive Product Growth with Behavioral Personas - ConversionXL | The MarTech Digest | Scoop.it
The primary route we use to make sense of user behavior is behavioral personas. You may be familiar with cohorts based on things like date—all those users who signed up in January 2017, for instance. A behavioral persona is similar, but segments users out by patterns in how they use a product.

If you were analyzing a Gmail extension that checks the spelling and grammar of all a user’s emails, then you could imagine a few simple behavioral personas relating to usage right away:

  • High-volume emailers: users who process many more emails than the median user
  • Low-volume emailers: users who process fewer emails than the median user
You could expand this out to include people who write their emails very quickly, those who spend more time on them, the degree of broadness of the networks people have (whether they email many different people or just a few), and so on—behavioral personas are a very flexible tool.
CYDigital's insight:

The article is a step-by-step tutorial on how to build and manage these personas.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs: http://www.marketingio.com #MarTech #DigitalMarketing

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Susmita Dhungel's curator insight, September 18, 2017 6:33 PM

This article is about behavior personas. For instance, behavioral personas is the primary route we use to make sense of user behavior. 

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5 Step Process To Creating a Detailed Buyer Persona - Visual Contenting

5 Step Process To Creating a Detailed Buyer Persona - Visual Contenting | The MarTech Digest | Scoop.it
(a) Identify Customer Needs

(b) Identify Customer Demographic Characteristics

(c) Identify Psychographic Characteristics

(d) Analyzing Customer Data

(e) Identify Customer Buying Behavior
CYDigital's insight:

Obviously, CT for the details.

 

marketingIO.com bridges the gap between your MarTech and your in-house experience. Contact us. #MarTech #DigitalMarketing

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How to Optimize Social Ads for Every Stage of the Buying Funnel : Social Media Examiner

How to Optimize Social Ads for Every Stage of the Buying Funnel : Social Media Examiner | The MarTech Digest | Scoop.it
#1: Create Buyer Personas

#2: Map Buyer Personas to the Buying Funnel

#3: Test Initial Ad Copy and Images

#4: Test Different Target Audiences

#5: Test Combinations of Successful Ads With Responsive Audiences

#6: Review Metrics and Increase Budget on the Winning Ad Combinations
CYDigital's insight:

Predictive Analytics is the next step in Marketing Automation. Contact us to see how. #MarTech #DigitalMarketing

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How to use your buyer personas to build your 2017 search marketing budget - Search Engine Land

How to use your buyer personas to build your 2017 search marketing budget - Search Engine Land | The MarTech Digest | Scoop.it
1. Lifetime value
When you add customer worth to your buyer personas, you’ll be selling them short if you neglect LTV. After all, a customer who buys a Ferrari on a $0 down payment promotion is worth a lot more than $0!

2. Cost per acquisition
In my experience, to make a reasonable profit with a buyer persona, the LTV for a given persona needs to be at least four or five times larger than their CPA. If it costs more than 25 percent of your LTV to close a buyer persona, something in your marketing needs to change.

3. Buyer scarcity
Knowing how many potential customers you have within each persona will help you decide how much you can spend marketing to them and still expect a return on your investment.
CYDigital's insight:

You're B2B. You know your audience. You can identify your buyers. Stop guessing and get personal.

 

MarTech is the best tool available to bridge the gap between Sales and Marketing. Contact us to see how. #MarTech #DigitalMarketing

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The Enterprise Persona Matters Most in B2B Tech Markets - Gartner

The Enterprise Persona Matters Most in B2B Tech Markets - Gartner | The MarTech Digest | Scoop.it
Some of the key areas for an Enterprise Persona include:

  • Firmographics – These are the basics like size, industry, location.   But you may want to go further into some of these by looking at size of a group within the firm or the number of locations,
  • Demand Drivers – This could include things like changing regulations or competitive pressures.
  • Technology Environment – In tech, this is looking at their current technology landscape.  Do they have older technology that needs to be replaced?  Does a single vendor dominate their technology stack?
  • Decision Process – How do they make decisions?   Is there a lot of consensus needed or is it top down?
CYDigital's insight:

If you're targeting enterprises, then ditch personas and embrace ABM.

 

Let marketingIO create a new approach for your inbound and outbound marketing…and realize more revenue. Contact us

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Xerox CMO: B2B Marketing Is Becoming More Persona-Driven | AdExchanger

Xerox CMO: B2B Marketing Is Becoming More Persona-Driven | AdExchanger | The MarTech Digest | Scoop.it
How has a drive toward audience and persona changed your own marketing tactics?

Xerox is an early example of a B2B company that became a publisher a couple of years ago. We were creating mildly branded company content that could be consumed off of the main corporate domain on RealBusiness.com.

What’s happened since then is we’ve evolved our model to be less about associating our brand with certain topics in an industry than we were creating richer content that could help a buyer at different points in their purchase journey across the upper, middle and lower funnel. We were being more specific around the role different pieces of content play at different stages of the purchase process. And getting more rigorous in measuring the outcome of that content.
CYDigital's insight:

Curated for you by marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  #MarTech #DigitalMarketing

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How Enterprise-Level B2B Demand Gen Marketers Are Constructing Buyer Personas - MarketingCharts

How Enterprise-Level B2B Demand Gen Marketers Are Constructing Buyer Personas - MarketingCharts | The MarTech Digest | Scoop.it
CYDigital's insight:

Curated for you by marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  #MarTech #DigitalMarketing

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How Do B2B Marketers Create Buyer Personas? - eMarketer

How Do B2B Marketers Create Buyer Personas? - eMarketer | The MarTech Digest | Scoop.it
Secondary research and sales data employed to build customer profiles
CYDigital's insight:

Whatever happened to verticalization?

 

Curated for you by marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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Buyer Personas: How Much Detail Is Too Much? - Profs

Buyer Personas: How Much Detail Is Too Much? - Profs | The MarTech Digest | Scoop.it

"Why too much detail does more harm than good

  • It wastes time
  • It distracts you from what's important
  • It complicates the decision-making process
  • It encourages random guessing
  • It's not actionable
  • It creates false criteria
  • It turns a persona into a stereotype
  • Focus on what matters"
CYDigital's insight:

We all need to learn the lesson of persona assumptions from the 2016 election.

 

Curated for you by marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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Predictive Killed Personas - marketingIO

Predictive Killed Personas - marketingIO | The MarTech Digest | Scoop.it

You may not have noticed, but Buyer Personas are dead. Predictive Marketing killed them.

 

Buyer Personas emerged around the year 2000, and started to gain traction in 2001. They were a great tool, designed to wrap greater relevancy and context around the B2B marketer's offerings so that the offerings were better positioned for the prospective buyer. And it made perfect sense: dig deep into different buyer personas, and match product features and expectations to those personas. Boom: relevancy...and attractiveness.

 

But building Buyer Personas took work, lots of painstaking work: research current customers, past customers, lost opportunities for personality and demographic traits; segment and identify common attributes, create the 2, 3 or 4 personas, test, test, and test. And at the end of the day (and this is the difficult aspect of the whole exercise), you just didn’t know if it worked, i.e., there wasn’t a clear path to attribution.

 

Enter Predictive Marketing. It’s the ability to take customer data and apply it across the complete database to uncover potential future actions.

 

Think about that for a second. If a B2B Marketer has a customer set, sliced and diced across a wide variety of variables, the marketer can apply the winning formula of variables to prospects and uncover potential opportunities. Wait: isn’t that what Buyer Personas are supposed to do, i.e., uncover variables that can be applied to a larger data set?

 

Here’s the big…BIG…difference: Buyer Personas are applied to coerce segments, while Predictive is applied to identify opportunities from individuals. And we all want to identify opportunities from specific individuals, cutting out the whole process of marketing into segments. Time to revenue baby!

 

Costs? Predictive Marketing costs budget. Whoa: building Buyer Personas costs money…and time. Go ahead and compare the costs of a SaaS Predictive solution to the costs of researching, building, testing and maintaining Buyer Personas. Yeah: I thought so.

 

So as you build your 2017 plans, consider the notion of Predictive replacing Buyer Personas. Fairly certain it’s the equivalent of a grooved fastball waiting to be knocked 400 feet.

CYDigital's insight:

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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The 3 Biggest Mistakes Marketers Make With Buyer Personas (2016 edition) - CMI

The 3 Biggest Mistakes Marketers Make With Buyer Personas (2016 edition) - CMI | The MarTech Digest | Scoop.it
1. You describe the buyer, not the buyer’s decision

The first priority for personas is to understand the attitudes, decision criteria, and actions that cause buyers to perceive that one option is better than another.

2. You still make stuff up about buyers

A buyer persona needs to be based on what you learn in interviews with buyers. The key point here is the need to talk to buyers. If your buyer personas are based on generic or internal ideas about your buyers, your content won’t be any better than it was before you had personas.

3. You develop too many buyer personas

You want to know how many ways you need to market your solution to persuade buyers that your approach is suited to their needs. Buyer personas must make it easy to know when a different version of your story will result in more business for the company.
CYDigital's insight:

You'll need to CT for the details, which are excellent.

 

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x  

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How Many Buyer Personas? Fewer Than You Think! – ITSMA

How Many Buyer Personas? Fewer Than You Think! – ITSMA | The MarTech Digest | Scoop.it
The key is to do the research and create personas based on deep customer insight, not superficial profiles. Differences in personal profiles become insignificant as you do the research to understand the buyers’ motivations, concerns, expectations, and processes for solution provider evaluation and decision making. The research, not demographics, determines when you need a distinct buyer persona.

In our experience conducting buyer persona research at ITSMA, we often find that our members and clients only have three or fewer distinct personas that really matter for marketing and selling a specific solution. In some cases, there might be only one persona.

The rule of thumb is this: Only create a buyer persona if the persona can help you make marketing decisions that will result in selling more solutions.
CYDigital's insight:

Hallelujah.

 

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Content Persona: A Better Alternative to Buyer Personas - LeadFerry

Content Persona: A Better Alternative to Buyer Personas - LeadFerry | The MarTech Digest | Scoop.it
A content persona is a data-driven representation of your ideal content that drives business goals.

What type of content gets people to your website? What content genre drives people to sign up for your product? What topic convinces people about your ability to deliver and show buying intent?

Content personas are useful during content ideation, planning, or creation phase. Based on your business objective, pick relevant content personas. Ideate and create a list of content that you can create for each content persona. During the creation process, use content personas as a framework for creating content.
CYDigital's insight:

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Beginner's Guide to Creating Fleshed-Out Buyer Personas for B2B Inbound Marketing - Profs

Beginner's Guide to Creating Fleshed-Out Buyer Personas for B2B Inbound Marketing - Profs | The MarTech Digest | Scoop.it
A lot of that information is likely already at your disposal, and this handy guide will show you how to access it.

1. Start with the basics

2. Interview an actual person

3. Use Google Analytics data

4. Use social media data

5. Get psychographic

6. Add a face and a name
CYDigital's insight:

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Social Media Marketing Tips: How to Use Facebook Audience Insights to Unlock Buyer Personas - Digital Information World

Social Media Marketing Tips: How to Use Facebook Audience Insights to Unlock Buyer Personas - Digital Information World | The MarTech Digest | Scoop.it
CYDigital's insight:

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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Guarantee your marketing automation success with persona-based content - Marketing Land

Guarantee your marketing automation success with persona-based content - Marketing Land | The MarTech Digest | Scoop.it
Personas are one way to organize what you know about your prospects. Whether you use technology to build look-alike models of your best customers, or you just ask questions of your consumers and prospects, the more you understand about them, the better you will be able to communicate with them.

Instead of creating unique messages for every prospect, you can use this data to inform your personas and create better content for those segments of prospects. Longer-form content, like e-books and white papers, needs to address the business challenges of your prospects, and a persona-based approach to creating that content is a smart approach.

Aligning content with your personas is part of the process, but when marketing automation and content marketing are tightly integrated into a marketing technology stack, that means that the process is seamless. The right content automatically aligns with your persona-based segments used in your campaigns.
CYDigital's insight:

As usual, don't overdo it, as you don't want to triple or quadruple your content inventory.

 

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Three Questions For More Actionable Buyer Personas - CMO.com

"Question 1: What Are Our Ideal Customer Profiles?

  • Where is our audience coming from? (Both from an online channel perspective as well as a more metaphorical perspective, as in, “What’s their current situation?”)
  • What does our audience need to do that they’re currently not doing or not able to do?
  • What’s holding them back?
  • What are the benefits they’ll get from using our product or service?

 

Question 2: How Can Our Content Better Guide Our Ideal Customer Through The Demand Funnel? 

  • Which buyers are receptive?
  • What aspects of your solution are relevant to them—and which are irrelevant?
  • What objections are your sales force hearing most often?
  • What content and resources do your buyers find most useful—and when? (At what stage of the funnel?)
  • Are you actually messaging the right person?
  • Which buyers are involved in decision-making—and how much influence do they have?

 

Question 3: Are You Iterating And Optimizing Every Six Months?"

CYDigital's insight:

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Are Buyer Personas Dead? - CMO.com

So here’s the thing. While today’s buyer personas generally aren’t as useful as most of us would like to believe, they are a good starting point.

I’m not advocating that we get rid of buyer personas, but rather that we rethink our approach to them. Instead of getting caught up in all kinds of details about our buyers that may or may not actually matter, let’s focus on the one thing that actually does. I’m talking about understanding the various triggers that cause people not only to engage with your company, but also to make a purchase.

 

marketingIO: One Source for All Marketing Technology Challenges. See our solutions

CYDigital's insight:

Predictive is the death of Personas.

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