Remove 2009 Remove Customer Remove Persona Remove Segmentation

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Plan for the Social Buyer Before It’s Too Late

Tony Zambito

  The Fortune 500 is jumping on board with nearly 70% actively pursuing social networking as a business benefit for their buyers ( McKinsey , 2009).    Planning today should include a significant component devoted to understanding your social buyer persona and understanding the implications they may have on your business strategy and structure. 

10 Ways to Optimize Your Lead Conversion Rate

B2B Lead Generation Blog

Marketers spend a lot of time and effort creating inbound leads but struggle getting those leads to convert into customers after they hand them off to sales. The way you treat your leads tells them about how you’ll serve as customers (from generating interest, through nurturing and into your sales team). Go above and beyond, especially when it comes to those leads that fit your ideal customer profile. 80% of marketing leads are lost or discarded, according to a MarketingSherpa presentation delivered at B2b Marketing Summit 2009. The velocity of following up matters.

B2B Customer Engagement – Build a successful long term relationship

Savvy B2B Marketing

Classics like the Butterball Turkey Hotline, now it its 27 th year, brought customers and their brands closer together and gave the customer a direct engagement with the company. In the B2B world customer engagement is also getting a lot of buzz these days as well. Create a win-win Having engaged customers can reap tremendous benefits for B2B companies.

B2B Customer Engagement – Build a successful long term relationship

Savvy B2B Marketing

Classics like the Butterball Turkey Hotline, now it its 27 th year, brought customers and their brands closer together and gave the customer a direct engagement with the company. In the B2B world customer engagement is also getting a lot of buzz these days as well. Create a win-win Having engaged customers can reap tremendous benefits for B2B companies.

Major brands may be reluctant to integrate social media, traditional marketing

grow - Practical Marketing Solutions

The social media segment is finding itself increasingly accountable. I have my own selection of favorites which I customize to report both financial and non-financial indicators and present it in a compelling, useful, and actionable format. How is the social media brand persona determined -- through standards and guidelines or is it at the discretion of the communicator?

SiteCore Adds Analytics and Marketing To Web Content Management

Customer Experience Matrix

For those of you who (like me) are unfamiliar with SiteCore: it is an eight year old provider of Microsoft.NET-based Web content management systems, with over 1,600 mid-to-large sized customers running more than 20,000 dynamic Web sites including Sara Lee , Toshiba , Omni Hotels and Dollar Rent-a-Car/Thrifty. During this time, it’s become clear that marketers need features that go beyond editing Web pages, to helping them do a better job of understanding and reacting to customers. The same information can be used to identify the visitor’s business role or assign a persona.

100 Social Media & Content Marketing Predictions for 2010

Junta 42

  Over 100 predictions from 60+ of the best and the brightest in marketing, content marketing, custom publishing and social media.  I think more will start to see the power of content distribution and customer engagement through that content. 2009 was about learning social media. Looking back at the 2009 predictions published in this space last year, I think we have a long way to go. First, let me differentiate between B2B brand marketers and consumer brand marketers - these are very different worlds with very different customers and stakeholders.

The Evolution of HubSpot's Email Marketing Strategy: An Insider's Story


Phase 2 (2009-2010): Segmentation, Nurturing, and New Formats. In 2009, we started segmenting our database for the first time. The segmentation was simple and sweet (and even to this day, our segmentation is pretty similar). Phase 4 (2012-Present): Quality, Segmentation, and Specialization. After a year of this segmented approach, we saw some benefits.

The B.E.S.T. Method for Content Strategy (what you do before Content Marketing)

Junta 42

You wouldn't build a car without a step-by-step plan, but many of us create an eBook , Facebook page, web content or custom magazine without a content strategy. content strategy in Get Content Get Customers. questions as part of your content marketing strategy is to find the intersection between your products/services and the information needs of your customers. Only then can you craft a content marketing approach that will deliver more sales, more customers, and more measurable results. What action do we want our customers to take? Call your customers.

Nine Expert Marketing Strategy Guides


Who are (really) your best customers? In the spring of 2009, the notion that digital would account for the majority of marketing budgets within just a few years seemed like a laughable proposition. A common exercise is creating personas, or conceptual representations of an ideal sales prospect, reader, subscriber, repeat customer, etc. Why do they (really) buy from you?

Guest Post: Best Practices in Marketing Automation


Below are some of the best practices we have found within our customer base that helped drive success with marketing automation. Improve Lead Interaction with Good Segmentation. The technology can only do so much – starting with a segmented, clean lead list is important. Segment your database by demographics, such as: industry, job titles, or product/service interest shown.

50 Amazing Mobile Marketing Statistics That Will Move You to Action


7% of brands have a custom app for mobile marketing. US mobile ad spending has increased 400% since 2009, and shows no signs of slowing in growth. Failing to mobile-optimize your website and checking load times on smartphones and tablets can present a risk that you’ll lose the business and interest of a large segment of the population. Source: HubSpot ). There are 6.8 53.2%

UGG Boots, Mason Jars & Other Trends That Marketing Made You Like


However, the product didn't take off until the early 2000s when Oprah featured the sheepskin boots in her "Oprah's Favorite Things" segment. Here's a brief timeline of events that helped pique people's interest in the versatile hot sauce: 2009: Bon Appetit named Sriracha its "Ingredient of the Year.". Have you ever stopped to think about why you make certain purchases? 1) UGG Boots.

Dwell 42

Top 25 Articles and 8 Topics in B2B Marketing for March 2010

B2B Marketing Zone Posts

Best Social Media Stats and Market Research of 2009 - Webbiquity , March 31, 2010 Whether you need data to back up a proposal for investing in social media marketing for CFO, want to understand which online tactics work best for engaging with customers and prospects, or are just an analytics data junky, you’ll find a treasure trove of key insights and happy hour trivia in this collection of the best articles and blog posts on social media and other marketing research of the past year. Which industry segments are most actively discussed in social media? Customer (164).

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Top 24 B2B Marketing Posts in February

B2B Marketing Zone Posts

Almost) 100 (of the) Best Social Media Marketing Blog Posts and Articles of 2009 - Webbiquity , February 1, 2010 Social media marketing activity exploded in 2009, and so did coverage of these practices. So in case you missed any of these, here are almost 100 of the best blog posts and articles covering social media strategy and tactics, measurement, monitoring, research, pitfalls to avoid, policies, tools and more from 2009. Gentle touches mapped to buyer personas and other variables. Best of B2B Marketing. February 2010. Great stuff in February. Assumptions Anyone?

Creating Relevant B2B Marketing Content: Walk the Talk

Industrial Marketing Today

Personas do matter in B2B content marketing You would be wasting your scarce resources if you pumped out marketing content without first having a clear and complete understanding of the personas of your B2B buyers. Even if you have carefully segmented your target audience by demographics, different people within the same company can and do react differently to your content.

High-Performance Email Marketing for Attracting and Engaging.

Industrial Marketing Today

They are combining video, audio and sophisticated tracking tools to deliver email campaigns with highly customized messages that engage prospects in their preferred format and measure interactions beyond just open and click-thru rates and well into website behavior. Clearly define personas by addressing the WIIF (What’s in it for me) question for each stakeholder. per week in 2006.

B2B 2

Marketing Automation Trends for 2010


2009 was the year in which Marketing Automation really took off. Jeff Ogden , Director of Marketing, Aplicor & President, Find New Customers. Methods to the madness: Everybody has methodologies, Sales has SPIN, Customer Centric, etc. Social networks like Facebook and Linkedin will start to face customer defections as their networks get bogged down with marketing spam. Data-centric marketing must pave the way to greater customer intelligence, because the value of data can decline very quickly. The response was overwhelming: see below for all 18 (!)

B2B Marketing Mix: Will Online, Social Tactics Lead?

delicious b2bmarketing

April 30, 2009 — Laura Ramos Email, Search, and Direct Mail Deliver Results Over Time I am very appreciative to Roy Young and Ann Handley at MarketingProfs for partnering with Forrester and me on the B2B marketing budget trends and effectiveness survey. So I’m recommending that — in 2009 — marketers focus more on using Web sites to cut sales interaction costs.

Does your B2B Marketing have Consistent Messages?

Connect the Docs

She empowers her clients to create customer-centric nurturing programs that leverage strategic story development to engage prospects until they are sales ready. An example of a strategic objective: To increase interactive online dialogue with our prospects and customers about the benefits of collaboration technology. Get Customers. B2B Lead Generation Benchmark Study 2009.

Tom Pisello: The ROI Guy: The IT Hierarchy of Needs: Categorizing.

The ROI Guy

• Level 2: Process and Transaction Optimization - these investments in the business seek to deliver operating expense reductions by automate key business processes or streamline supply chain and customer transactions. White Papers are Influence Kings, But Need Persona. Network servers, storage and printers have moved towards commoditization as well. Not exactly. Latest Research.

Tom Pisello: The ROI Guy: IDC: Economic Buyers, Digital Overload.

The ROI Guy

In this session we discussed some important value selling and content marketing research for technology marketers, much of which extends to other B2B segments, with trends and advice you need to excel in 2011. IDC’s most resent customer experience survey of over 200 key IT decision makers reveals that Frugalnomics is indeed in full effect. Content is King? Latest Research.

How Do You Get Started in Content Marketing?

Tom Pisello

Some pivot points could include: Persona (the particular targeted buyer segment the content aims to address) Type of content (opportunity, technical, business case, competitive comparison, testimonial / reference, etc.) Do you deliver more Customer Bottom-line Impact th. Thursday, November 18, 2010 How Do You Get Started in Content Marketing? Do White Papers Still Engage?

Top 60 B2B Marketing Posts and Hottest Topics November 2010

B2B Marketing Zone Posts

Audience: Business Development Professionals, Marketing Managers, Channel Managers, Customer Service Professionals, Product Managers. What Are Your B2B Customers Saying About YOU? - First, let’s define what PR means from the perspective of the customer (i.e., a journalist) and the customer’s customer (i.e., Segmenting IT buyers in Your Marketing Automation Campaigns - Lead Views , November 22, 2010 Today’s post is by Ben Bradley, Managing Director at Macon Raine, Inc. Keep in touch with your customers with social media. customer 2.0 blogs.