Confusing Customer Segmentation, Buyer Profiling, and Buyer Personas Harms Marketing
SEPTEMBER 6, 2016
In the 15 years since originating the concept of buyer personas in 2001, there has been one issue that continues to plague fully understanding exactly where, how, and why buyer personas can be beneficial. Compounding the issue today is the prevalent use of the term buyer persona to describe customer segmentation and buyer profiling efforts. Buyer Personas. Professions.
The State of Buyer Personas 2012
MAY 20, 2012
This June marks ten years since the first buyer persona development methodology was pioneered and launched by the firm Goal Centric now called Buyerology. The adoption of research-based modeling of buyers that leads to buyer personas has been mixed. The State of Buyer Personas 2012. Much of the offered templates and practices are buyer profiles masquerading as buyer personas.
Personas Are Great (Except When They Suck)
B2B Marketing Insider
FEBRUARY 23, 2015
And I made sure to differentiate personalized content from personas. So, one of my points in the presentation: Personas are great. Before you start ranting or raving, let’s start with some basics: What is a persona? I actually like personas. And she suggests personas answer these questions: What’s important to them and what’s driving the change?
Content Mapping 101: The Template You Need to Personalize Your Marketing
MAY 13, 2014
But coming up with the actual topics that make for a highly targeted content strategy isn''t that easy. To help you brainstorm and map out content ideas for targeting specific segments of your audience, we''ve created a new free template resource: Content Mapping Template: Using Buyer Personas & Lifecycle Stages to Create Targeted Content. Buyer Personas.
What Sales Really Needs from Marketing
AUGUST 2, 2011
Here are the 7 Strategies to Get More and Better Prospects into your Sales Pipeline : High quality, well nurtured leads. Enticing voice-mail strategies. This is why it is so important for Marketing to help design and plan the voice-mail strategy. Letter templates. Presentation templates. B2B Demand Generation | What Sales Really Needs. link]. “ Hi Tom.
How to Conquer 5 Common B2B Marketing Problems with Content
SEPTEMBER 1, 2015
Plus, a few changes will be required in the way customer service handles transactions, so she needs to consult with the Director of Customer Relations. To handle the varied content needs of the individuals involved in the buying decision, you need to develop buyer personas , one for each of the stakeholders. Perhaps the next stage is a free trial, demo or one-on-one consultation.
5 Things Your Business Must Consider About Outsourcing Customer Research
MARCH 20, 2015
Keeping with this metaphor, many marketers choose to enlist the help of a personal trainer when it comes to buyer persona or related customer research. These consultants have led the evangelism of buyer personas for years now – in fact, two of the industry’s best are on our board of advisors as we build technology meant to better enable buyer understanding. Whether you’re taking on customer research internally, or you’re working with an external consultant or agency partner to guide and augment your efforts, consider these 5 tips: 1. Customer research is a skill set.
The 7 Building Blocks of a Solid Content Marketing Plan
MAY 8, 2016
The same study revealed that only 37% of B2C marketing organizations (and 32% of B2B marketers) have a documented content marketing strategy, even though those with a documented strategy are more effective across the board. Conduct in-depth analysis of your marketing targets to create a set of demographic profiles and buyer personas. Step 2: Develop Buyer Personas.
Marketing & Sales Alignment; We’ve Aligned to Optimize Your Lead Funnel & Pipeline
APRIL 26, 2012
I understand the importance of a sound media, social media, conversion and content strategy that generates quality leads until they are sales-accepted. Buyer persona development, content mapping, content creation, and a strategic lead nurturing process are all mission-critical components that accompany a prospect’s successful journey within the funnel on the way to sales close”.
Lead Scoring: Set Yourself Up for Success
MARCH 10, 2017
Create and embrace your target buyer persona(s). With regard to demographic factors, there are types of buyer personas that are a waste of time, and negatives scores should help sales avoid them. A simple example of this is the company that does not sell to consultants. If a consultant is identified, they should be scored away from sales. Using the data you’re already using to score your leads, you can customize call scripts and email templates for use at certain benchmarks. Like any other strategy, follow-up is vital to accurate lead scoring.
14 of the Best Content Marketing Tips, Tactics and Techniques of 2013
DECEMBER 17, 2013
Content marketing success starts with developing a strategy and roadmap, but the rubber hits the road with the execution of tactics (and measurement of marketing results to support continual improvement). ” 17 Essential Content Templates and Checklists by Content Marketing Institute. ” 5 Reasons to Consider Flipboard for Your Content Strategy by iMediaConnection.
The Beginner's Guide to Small Business Marketing Online
MARCH 6, 2017
In this post, we'll help you build and optimize your marketing strategy using inbound marketing, setting you up to attract new clients and ultimately grow your business. Most CMSs offer pre-made templates for your site that you can get for free or purchase, then customize to your brand (we'll get to branding later.) SEO strategy usually consists of a few things. Brand. Website.
Spring 2016 Product Release Highlights
MAY 24, 2016
Captora’s latest release of its Top of Funnel Marketing Platform will take ‘best guessing’ out of companies’ Digital Marketing strategy while providing a scalable platform and best practices for accelerating the impact of digital campaigns across multiple channels. New Product Release Highlights. Continuous Demand Intelligence. Cross-channel Digital Campaign Editor.
7 Marketing Skills You Need to Get a Promotion
MAY 30, 2014
An ineffective marketer tries to brainstorm, write, and publish blog posts all in the same day, gets overwhelmed, and ends up neglecting her content marketing strategy altogether. Being organized about your content strategy can be as simple as maintaining an excel spreadsheet. 3) Understand your business''s buyer personas and segment accordingly. Are you vying for a promotion?
How to Do Market Research: A Step-by-Step Guide to Understanding Your Buyer's Journey
APRIL 26, 2016
Step 1: Define Your Personas. Before you dive into how your personas make buying decisions, you must first understand who they are. This is where buyer personas come in handy. Buyer personas -- sometimes referred to as marketing personas -- are fictional, generalized representations of your ideal customers. Go where they're going, of course. Choose an incentive.
Simple Social Strategy – W5H
Savvy B2B Marketing
MARCH 22, 2010
I don't want to see you do that, so here's a painless way to develop your first simple social strategy using the journalist's tried and true W5H method: 5 W's and an H. WHY Because this is strategy, not reporting, the question to start with is why: Why do you want to get into social? To really get inside their heads, develop personas for your key audience members.
How Higher Education Marketing has Changed
AUGUST 16, 2016
This newly empowered, self-directed prospect means educational marketing strategies need to evolve to meet them. Inbound marketing uses digital capabilities to execute a strategy of targeted personalization by delivering online content that attracts and delights your prospects. You can find free templates to use for your school here. They consult campus ratings as well.
The Skinny on Lead Nurturing - 11 Experts Weigh In (part 1 of 2)
MAY 5, 2015
Fact is that most organizations and even many consultants have viewed lead nurturing as a separate event (not part of an integrated Demand Generation Strategy) and in doing so, have made success elusive. This could include email templates they could personalize, and articles and blog posts that will do nothing but benefit the customer. The impact? The welcome email. Stay tuned!
Q&A with Ardath Albee: Driving Smart Marketing with Digital Relevance
It's All About Revenue
FEBRUARY 6, 2015
Marketers are too focused on the notion of creating content, and must better allocate their energy to developing a more focused strategy that aligns with content. “ If you think about strategy as defining the job of the content, then content published without a strategy has no job to do,” warns Ardath Albee , marketing expert and author of the book Digital Relevance. " In her role as CEO of consulting firm Marketing Interactions , Albee works directly with companies facing this and other challenges. This seems like an all too common problem.
How to Build an Unbeatable Content Marketing Plan
JANUARY 6, 2015
Whether you''re just starting out with content marketing or you''ve been using the same content marketing strategies for a while, your content marketing plan needs to be better than ever for 2015. Know your goals before you begin planning, and you''ll have an easier time determining what''s best for your 2015 strategy. Download this goal planning template.). Target Audience.
The 15 Most Life-Changing Editorial Calendar Tools
OCTOBER 7, 2013
One of the largest and best-known editorial calendar tools, Kapost is the software behind the content strategy at companies like Content Marketing Institute, CBS and Cisco. The software tracks the workflow of your content marketing from strategy to execution and social distribution. Click here to request a free consultation with one of our on-staff experts! Google Docs. Kapost.
33 Phenomenal Content Marketing and Copywriting Guides and Tips
APRIL 23, 2013
Patricia Redsicker presents six strategies content marketers need to embrace in order to address the information needs and wants of digital natives–those born “between the mid-1970s and the late 1990s, (who) have grown up during our current golden age of digital technology. Sourcing B2B Content For Marketing Strategy! Content Marketing Guides, Tips and Tactics. ”).
Q&A with Ardath Albee: Driving Smart Marketing with Digital Relevance
It's All About Revenue
FEBRUARY 6, 2015
Marketers are too focused on the notion of creating content, and must better allocate their energy to developing a more focused strategy that aligns with content. “ If you think about strategy as defining the job of the content, then content published without a strategy has no job to do,” warns Ardath Albee , marketing expert and author of the book Digital Relevance.
How Marketers Can Earn Better Grades From The C-Suite
FEBRUARY 18, 2016
Before VEM, Laura spent 20 years in industry, including fourteen years at Motorola, where she began in sales and ultimately became Director of Customer Marketing and Brand Strategy. In 1999, I made the switch to consulting. As a data-driven, tech person, I wanted to combine my marketing strategy and customer experience work with my marketing science and operations background.
Lead to Revenue Management Programs: How to Invest and Select the Right Agency Partners (Forrester Report Review)
DECEMBER 18, 2013
It’s written for companies that are evaluating their investment options in a Lead to Revenue Management (L2RM) strategy , a term first coined by Forrester in 2010, categorizing the marketing processes involved from lead generation to sales close. The program investment required for a proper L2RM strategy is non-trivial. This blog post is not targeted to the Seeking Alpha crowd.
16 Greats of ’16: The Year’s Best Business Books for Marketers
JANUARY 6, 2017
Digital Influencer guides readers in crafting and adopting strategies for engaging their communities, growing their followings, and building a powerful online persona. One of the world’s leading brand consultants and graphic designers, UK-based Michael Johnson offers a step-by-step visual guide to fabricating a successful brand. Johnson’s visually striking, illustration-rich guide highlights some of the planet’s most successful corporate identities and provides templates to enable readers to create and improve their own brands. That strategy was a disaster.
New to Inbound Marketing? 7 Common Mistakes You Can Easily Avoid
AUGUST 25, 2014
You might drink the inbound marketing Kool-Aid and get so excited to optimize every part of your marketing strategy that you get overwhelmed or burnt out. Or, you might be pretty skeptical about different parts of inbound -- what''s this whole blogging thing about? -- that you don''t take advantage of the key strategies that will boost your bottom line. Now, you want to GO, GO, GO!
The Ultimate Dictionary of Marketing Terms You Should Know
MARCH 10, 2016
It’s important for marketers to understand what APIs can do to factor them in to their marketing strategies. Business blogging retains all the attributes of "regular" blogging, but adds a tasty layer of marketing strategy on top. 10) Buyer Persona. Learn more about developing buyer personas here.). Check out this free, pre-designed editorial calendar template.).
How to Audit Your Website for Improved SEO and Conversions
JANUARY 24, 2013
Keep in mind that quality content should appeal to the interests, needs, and problems of your buyer personas ; be interesting and well-written, provide valuable, thorough and detailed information about a particular topic; and leave the reader with next steps (such as calls-to-action, links to resources, etc.). Assess how well you're factoring keyword performance into your content strategy.
10 Email Marketing Tips for Tech Firms
DECEMBER 11, 2014
But most importantly, email can be a key element of a lead generation strategy as recipients are nurtured over time. This could impact your email design and may prompt you to create a template that isn’t too image heavy. There are almost certainly differences in the buyer personas of those on your email list. Your subject line has a direct impact on your open rate.
Answers to 5 of Marketing's Most Frequently Asked Questions #AskTheExpert
DECEMBER 17, 2013
Then, build up a solid Twitter content strategy once your social following starts snowballing to fuel your inbound marketing machine. -- Brittany Leaning, Social Media Manager ( @BLeaning ). Strategy and infrastructure. In your planning, you first need a buyer persona. If you don''t have a buyer persona yet, here''s a free template.). Where do I start?
Tom Pisello: The ROI Guy: Value Selling Tools and the Buying Lifecycle
The ROI Guy
JANUARY 17, 2011
Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons. White Papers are Influence Kings, But Need Persona. For most buyers it’s easier to do-nothing, than to change.
Tom Pisello: The ROI Guy: IDC: Economic Buyers, Digital Overload.
The ROI Guy
NOVEMBER 4, 2010
Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons. Let us examine each of these IDC trends in detail and what they mean to 2011 strategies and budgets. Content is King?
How Lack of Marketing Content Can Derail Your Website Redesign Project
Industrial Marketing Today
JUNE 3, 2010
To rescue your website and deliver you to the Promised Land, the SEO consultant wants you to generate loads of content optimized for keywords and phrases. Poor results stemming from bad or no content strategy and focusing solely on the design aspects. Don’t be persona non grata – take the time to really understand the persona of the target audience. All Rights Reserved.
B2B Microsites: Driving Awareness and Leads - An Interview with Phillip Lin of FireEye
Savvy B2B Marketing
AUGUST 19, 2010
Did you develop and work from buyer personas as you created content for the site? Yes, KJR Associates broke down the core audience into two key personas: the IT administrator who is the evaluator, influencer, and/or recommender, and the IT executives who are the decision makers. What is your strategy around requiring registration in exchange for access to content?
Tom Pisello: The ROI Guy: Can a Value Selling / Marketing Program.
The ROI Guy
AUGUST 4, 2010
Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons. White Papers are Influence Kings, But Need Persona. Here are the top six benefits: 1. Latest Research.
How Do You Get Started in Content Marketing?
NOVEMBER 18, 2010
Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers. Content marketing provides a means to break through the noise, providing the consultative diagnostic and financial advice today’s buyer needs. Followers Simple template. They do if they are.