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Beyond Marketing
Problematic, tools, news, in marketing and beyond to develop ecosystemic vision; are included Inbound Marketing, Content Marketing, Social Media...
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Personas Are The Future of Enterprise Apps: Lessons Learned From Scribe Software

Personas Are The Future of Enterprise Apps: Lessons Learned From Scribe Software | Beyond Marketing | Scoop.it
In any technology-centric company, product managers, engineers and developers who have their finger on the pulse of customers have the highest credibility and respect.  Over time they also have the most success in their careers. This happens because their innate understanding of the customer is the most valuable currency there is [...]
Denis Failly's insight:

Unhappily not used enough by Marketers

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A Persona Board deserves a Place at the Table

A Persona Board deserves a Place at the Table | Beyond Marketing | Scoop.it

How many User (Buyer) Personas do you create? When introducing User (Buyer) Personas to an organization, I like to move away from trying to determine the “Ideal Client” type initially. What I like to do is post clients (with their personas) in the matrix below. For example, I use a matrix very similar to the one I outlined in the post, Lean Sales and Marketing Serenity Prayer to categorize customers for a given sales cycle. An overview of the post:

Denis Failly's insight:

Place your prospects and customer in persona matrix

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Is Your Lead Generation Off-Target?

A problem facing organizations today is generating more leads.  Making this issue even more challenging is changes in buying behavior.  Depending on which study to reference, buyers are performing different activities for up to 70% of their buying evaluation before sales intervention.

Denis Failly's insight:

Buyer personas, still neglected...

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What B2B SEO's Need To Know About Buyer Personas

What B2B SEO's Need To Know About Buyer Personas | Beyond Marketing | Scoop.it
While buyer personas (user personas) are an established concept in broader B2B marketing discussions, it has taken on new life in recent years.
Denis Failly's insight:

Still too few used in B2B, Personas become basic,before engaging marketing actions

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Persona Tool : Up Close and Persona

A buyer persona is a composite of different factors that affect your buyer and motivate him/her to buy. Your prospect's buying cycle and buying decisions are situated within a larger context that must be understood in order to motivate his/her buyer behavior.

There may be multiple types of customers and companies that your business targets, and this persona tool will help create a picture of the most important customer types.

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Embrace Digital Personas Now Before It’s Too Late

Embrace Digital Personas Now Before It’s Too Late | Beyond Marketing | Scoop.it
Traditional personas been used for B2B for years, but digital personas are a powerful tool for marketers. Here's how to use them.
Denis Failly's insight:

"Traditional persona building helps target the normal middle – which is quickly shrinking. This is why traditional paid media and outbound marketing is losing its effectiveness. In order to personify and target today’s outliers, marketers need to embrace, develop and target digital personas."

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Who Would You Choose to Be Your Customers?

Much has been said in marketing circles about target markets, demographics, psychographics and other ways to define who and what makes an ideal customer.
Denis Failly's insight:

Personas, always personas...

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B2B Conversion Optimization: How Buyer Personas Inspire Content That Converts

B2B Conversion Optimization: How Buyer Personas Inspire Content That Converts | Beyond Marketing | Scoop.it

The mantra for digital marketers interested in conversion optimization is ABT “always be testing.”  That mantra fits well with the perspectives TopRank has been advocating for years: optimization is a continuous process.

 

 

Denis Failly's insight:

conversion performance has grown in both sophistication and complexity, so you need to test your contents with various Buyer personas you have defined.

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B2B Buyer Personas Don't Belong in the Closet

Many of the projects I do for companies start with buyer personas.
Denis Failly's insight:

"For personas to become useful tools, they must be based on interviews gathered from salespeople, customer service interactions and the buyers (customers) themselves..."

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B2B Buyer Persona: Understanding How to Think About B2B Buyers?

B2B Buyer Persona: Understanding How to Think About B2B Buyers? | Beyond Marketing | Scoop.it
This post explains the differences between B2B and B2C buyers and walks you through a model for identifying B2B buyer personas within your target segment.
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