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5 Ways B2B CMOs Can improve Audience Development With Buyer Persona Research

Tony Zambito

The term, audience development , has become more ubiquitous in the world of marketing.  A recognition of the growing importance of digital content marketing to overall marketing strategies today.  For B2C CMOs, the concept of developing audiences and communities has been an essential core principle for some time. Investing in audience development remains a key goal for many B2B CMOs. 

Mariana Uses Artificial Intelligence to Build Personas and Find Target Audiences

Customer Experience Matrix

Can computers understand an individual human’s personality (and then, presumably, use that understanding to better target marketing messages)? But many of your marketing targets are less visible. Finding enough of them to be useful is a major limitation for systems that rely on machine intelligence to help target marketing messages. This is where Mariana comes in.

B2B vs. B2C: How Content Marketing Changes by Target Audience

Hubspot

When discussing content marketing, industry insiders tend to speak more to the experiences of B2C companies that are targeting consumers directly. It’s clear that there are some significant differences to be addressed in the way content marketing changes for B2B versus B2C target audiences. It all comes down to developing an innate understanding of your target audience.

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Facebook Boosted Posts: 3 Ways to Target Your Audience

Vertical Response

Now, Facebook allows you to garner more engagement with your boosted posts by providing three audience targeting options. But, this option has been joined by two additional and powerful options that can get your content seen by people who may be unfamiliar with your business: People you choose through targeting. New option: People you choose through targeting.

Study: How Much of Your Content Marketing Is Effective?

And instead of relying on disruptive banner ads, brands are start- ing to get smart about targeting customers with original content. For 2015, we wanted to broaden our scope and ask our audience. target, the calculated margin of error was approximately 1 percent. companies for audience attention. right for a particular audience based on data-driven insights.

Do you need a massive audience to be huge in social media?

grow - Practical Marketing Solutions

Recently, my dear friend  Kristen Daukas and I had an interesting exchange in the comment section about audience size and I thought it would be fun to blow it out into a blog post since it is such a relevant topic. Kristen wrote: “Content may be king but having a vast audience to accelerate the spread of the topic is queen and we know which one rules the castle. It happens.

Terminus Offers Targeted Display Ads for B2B

Customer Experience Matrix

To help the system run smoothly, Lenovo has both dedicated internal Adobe teams, as well as full-time support people on Adobe''s payroll, which means the company spends equal amounts on both products and support services. ” And Lenovo uses just only two of Adobe’s eight solutions. Users can then specify the corporate roles they want to target. email-based targeting. pricing.

3 Easy Tactics to Get Personal with Your Audience

Modern B2B Marketing

Author: Renata Bell Yesterday, I received an email from a retailer suggesting that I purchase a product I already bought last month. Their shopping experience was extremely personalized—they would go directly to a salesperson that knew them and their purchase history, and therefore could recommend other relevant products to them. Last product purchased (text or picture).

How to Choose Target Accounts

LeanData

They all were tempting targets and just begging to be hit so you could win a prize. You need to nail down a profile of your ideal customer.”. Figuring out the audience for your product, she learned, is much more difficult than it sounds. Product is looking for one thing. What businesses ideally meet the criteria for your product? Where should you be aiming?

Content Methodology: A Best Practices Report

Engage with target. audiences in the channels. for their audience’s attention, including major publishers and media companies. relationships with their audience—and improving those relationships each day. Organizations must not only understand the digital spaces where their target. audiences consume content, but also the content formats, topics, and contributors.

Google AdWords Adds “Customer Match” to Their Targeting Arsenal

Fathom

Finally, Google has jumped on the bandwagon to the ability to target users by offline data, such as email addresses, that they are calling “ Customer Match ”. Google was not an innovator nor early adopter with this targeting technique as 3 rd party retargeting vendors and DSPs have coined this tactic as “CRM Retargeting”. In addition, Facebook calls this “ Custom Audiences ” where Twitter defines this as “ Tailored Audiences ”. But now, Google has jumped aboard and allows you to target users based on email addresses you have.

How to Create Great, Targeted Content Based on Visitor Intent

Captora

Personalize your content by asking questions about your target buyers and becoming familiar with the context of the ‘visitor intent’— What do they want to read? Personalize : Write to individual customers and signal that your content is without a doubt what they’re looking for. In this context, “good” means relevant and helpful to your audience — and believable.

Advanced Retargeting: Nurturing Your Audience Across Digital Channels

Act-On

Just as you begin any marketing initiative by determining your ideal customer profile and buyer persona, the same applies to building out your ideal account profile. They just won’t bite, especially if you’re in the B2B space or if you have a product with a really big price tag on it, and you have a much longer sales cycle.”. Yes, retargeting ads can be annoying. Content audit.

7 Ways To Be More Productive On Social Media

WindMill Networking

Ways To Be More Productive On Social Media by Tammy Kahn Fennell - Maximize Social Business. Social Media Apps Business communication content Customer engagement for your Instagram IT marketing MarketMeSuite media media marketing Pinterest presence Social Media Marketing start target audience the social time tweet Related Stories The 5 Top Social Media Networks in China How To Grab Attention with Your Social Media Updates Social Media Influence Marketing : Publish Like a Pro!

How B2B Marketers Can Leverage Social Media Product Advertising

KoMarketing Associates

Social media advertising has been making leaps and bounds in the level of sophistication, targeting capabilities and opportunities being presented to marketers. While The latest evolution is with the advent of product ads. Both Facebook and Pinterest recently announced two new types of product ads – Dynamic Product Ads (Facebook) and Multi-Image Promoted Pins (Pinterest).

B2B Marketing Trends for 2016

And they expect an optimized customer experience from end to end. relevant and carefully targeted) content. Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. always make more content, their customers can't make any more time. will be forced to value "fit" over "reach" where they target the customers that fit.

18 Tips for Planning a Flawless New Product Launch

Hubspot

If your product team is working on the next big thing , there ought to be an equally awesome launch plan in the works to accompany it. And that's where the product launch comes in. From establishing the proper messaging and creating the assets to enabling your sales team and keeping momentum, there's a lot that goes into putting together a solid product launch plan. Pre-Launch.

B2B Product Marketing Tips in the Age of the Customer

Kapost

Let that sink in for a minute.  In the Age of the Customer, the best B2B product marketers are keenly aware of the convergence of understanding buyer personas and building content specifically targeted at those buyer’s needs. Insights from World-Class Product Marketers. Product Marketing Is Content Marketing. of Product Marketing & Inbound, Kahuna.

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Everstring Takes Another $65 Million and (More Important) Launches Predictive Ad Targeting Solution

Customer Experience Matrix

Everstring announced a $65 million funding round and new ad targeting product on Tuesday. (It also released a new survey on predictive marketing which is probably interesting, but I just can't face after last weekend’s data binge.) But the new product is what’s really intriguing. It confirms that Everstring has become a leader in the field despite its relatively late entry.

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OneSpot Offers Automated Content Selection Targeted at Long Term Results

Customer Experience Matrix

So when I saw that OneSpot calls its product a “content sequencing engine” you can bet they had my attention. This is a good example of applying artificial intelligence to reduce the workload on marketing departments so they can deliver more targeted messages at lower cost. It also lets the system bid on advertising to non-customers as well as messages to current customers.

B2B Marketing Trends for 2016

And they expect an optimized customer experience from end to end. relevant and carefully targeted) content. Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. always make more content, their customers can't make any more time. will be forced to value "fit" over "reach" where they target the customers that fit.

Using Customer Contact Data to Tell Better Marketing Stories

Act-On

If the stories are true, there was a day – long ago – when marketing with your gut and creating general, positive experiences was enough to draw customers into your lead gen flows. When product sheets and face-to-face meetings closed deals. You already have everything you need – your customer contact data – waiting in your CRM. Shaping Customer Data into Stories.

Geodemographics: Using Location-Based Segments for Targeted Marketing

Marketing Action

Segmentation strategies have long been a powerful way to target certain audiences, and geographic information is a key piece of the puzzle. Marketers use a lot of different strategies to gain an in-depth understanding of their customers and prospects. Generally, these traits are assembled to create personas of different types of customers. Who, What, Where… and Why.

Paul Alfieri, Turn’s SVP Marketing: How to Build an “Audience First” Product Marketing Strategy Around Big Data [Podcast]

Crimson Marketing

Highlights include: Audience first: At the core of Paul’s message is that data is not just for targeting and optimization— it should be the foundation of your product marketing, from which your creative and content flow. This allowed Sky to deliver product marketing on content that interested a particular buyer, while avoiding offers that were not relevant to that buyer.

Why and How to Improve Audience Segmentation for B2B Marketing

Salesfusion

10 ways to segment your audience to meet the growing demand for personalization. In turn, that means that mass marketing is out and targeted marketing is in, which of course creates its own set of challenges. In terms of strategy, considering how you can take a multi-channel approach is certainly important since different customers will prefer different channels. Location.

B2B Marketing Trends for 2016

And they expect an optimized customer experience from end to end. relevant and carefully targeted) content. Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. always make more content, their customers can't make any more time. will be forced to value "fit" over "reach" where they target the customers that fit.

Infer Makes Headlines with Latest Product Innovations

Infer

The folks at Demand Gen Report featured our customer Booker’s best practices in this area in the premier issue of their new “ABM in Action” e-zine : “At the onset of using predictive, Booker’s A- and B-Leads made up 17% of the business’ total raw lead volume, yet drove 74% of the company’s sales pipeline. One topic that’s been trending lately is account-based marketing (ABM). ”  .

Case Study: Denny’s flips its audience with a sassy social media strategy

grow - Practical Marketing Solutions

Creating an experience worth sharing Companies hoping to make a connection with their customers have long looked to social media as a quick way to connect and inform. Mashed potatoes and mash-ups Denny’s Tumblr offers its audience a stream of eminently shareable pop culture riffs, mashed up – or “hashed up,” perhaps? See what they did there?) Hashteroids? Except more bacon.

4 Lessons learned from super niche marketing

grow - Practical Marketing Solutions

It’s frustrating to work your face off and release a product online that no one wants to buy. (X X ) < That was me about two years ago, when I uploaded my first sci-fi book to Amazon where it vanished into the algorithm of the digital abyss. Sub-categories are small, highly targeted, and hugely engaged, read: these fans are eager to pay for their passion. Marketing.

How to Use Facebook Audience Insights: A Beginner's Guide

Hubspot

Facebook Audience Insights is one of the most powerful analytical tools at your disposal -- that is, if you know how to use it. Accessed through Facebook Ads Manager, Audience Insights is free to use and provides a huge amount of demographic and behavioural data about your audience and that of your competitors. audiences. Step 1: Choose your audience. audience.

5 Simple Ways to Segment Your Social Media Audience

Hubspot

Segmenting their audience on social media. To get some ideas for ways you can use segmentation in your social media strategy, keep on reading. 1) Use social media targeting. When most people think of social media segmentation, they think of paid targeting options. Paid targeting is effective because it enables companies to get a specific message in front of a specific audience.

Video Marketing Considerations for Product & Content Marketers

Captora

As a result, now more than ever, companies are embracing technology to drive productivity, communication and their own internal processes. Determine the audience for the content or message – This is a critical decision since this will drive the content that needs to be created. Most customers would distribute them via their own website or via a dedicated channel on YouTube.

Stop the Waste! How to Get the RIGHT People to Convert on Your Targeted Ads

Modern B2B Marketing

Although most marketing spend is invested in generating brand awareness at the top stages of the funnel, the bulk of the optimization occurs at the bottom-of-the-funnel, in an effort to convert leads into customers after they identify themselves. Even a 10% improvement in the top stage can double or even triple the number of prospects that convert into customers. Customer Journey.

B2B Marketing Mistakes: Do You Label Your Target Audience?

B2B Marketing Insider

For example, if I say this blog is only for “B2B marketers&# - will that focus the target audience of the blog? And B2B marketing is my topic, not necessarily my audience. Does title-targeted content draw more targets? If I try to label my audience then fewer of them and much fewer people in general will read it, share it, or care about it. Strategy

Targeting Content and Calls To Action: Where Are Your Prospects?

Biznology

You probably hear a lot these days about targeting mobile consumers and how important tablets and mobile devices are becoming. Mobile is growing very quickly, but you’ll probably find that mobile traffic is still 10% or less of your audience, and an even smaller percentage of your conversions. Internet Marketing Customer relationship management marketing social media

How to Use Community Forums to Fuel Your Audience Engagement Strategy

Modern B2B Marketing

Every form of marketing today—from mobile to direct mail—requires an in-depth understanding of your audience if you want to engage with them and stand out. You can evaluate your data or survey existing customers to figure out what your target audience needs or you can go to the places where they’re already sharing this information—community forums.  Yahoo!:

Lytics Adds Marketing Recommendations to a Customer Data Platform

Customer Experience Matrix

It’s just over one year since I first spoke with Lytics *, which at that time was (accurately) calling itself a Customer Data Platform but had not yet released a beta version of its product. Fair enough, but Lytics still perfectly fits my definition of a CDP: a marketer-controlled system that supports external marketing execution based on persistent, cross-channel customer data.

5 Practical Content Marketing Tactics to Educate & Inform Your B2B Audience

KoMarketing Associates

In the spirit of educating ourselves on the significance of this festive holiday, let’s take a look at 5 practical content marketing tactics you can take to educate and inform your B2B audience ( we are still in the office until 5:00 pm, after all ): Attend In-Person Events. Sometimes, the best industry experts are other clients or customers who’ve gone through a similar buying experience.

Need Content Ideas? Customer Questions FTW!

KoMarketing Associates

One of the biggest challenges for any writer is finding new topic ideas that speak to your audience. They key is realizing that there are actually some really easy ways to come up with new ideas that your audience will want to read. Know what your customers are asking about and give them the answer. Using your target keywords, products, services, etc., Forums.

Lead Optimization: 10 audience questions answered

B2B Lead Generation Blog

It’s key to business success, and it’s no wonder this topic produced excellent questions from our webinar audience. customer relationship management system (CRM), or simply an Excel spreadsheet if you can’t afford a CRM, provides a single, central location to store customer information so you can update it easily and ensure accuracy. ” If someone signs up for a free trial of your product, does that automatically make them a lead? Defining personas helps you determine what’s relevant to your target markets so you can develop effective nurturing campaigns.