contact Personalization Related Topics 
Marketing Interactions
JANUARY 19, 2020
Quite often, what you find is that this person—lower down the hierarchy—is entrusted with the selection and the “decision maker” is just blessing their recommendation based on the business case they presented. The better question for discovery is, “Who can the marketing team reach and engage successfully?
Marketing Interactions
SEPTEMBER 9, 2021
When surprises happen, such as overlooked stakeholders showing up, stalls follow bringing that person up to speed and consensus could falter as stakeholders revisit once completed jobs. You’re not just engaging and helping one contact advance. When taking an ABM approach, focusing on all stakeholders is the point.
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Marketing Interactions
APRIL 14, 2019
To level the playing field, marketers must focus on personalized and connected messaging—and they must do so competently, consistently, and at scale. Through reverse IP lookup, the content served can be personalized to the company employing the website visitor. If your content isn’t relevant, it isn’t read.
Marketing Interactions
AUGUST 8, 2021
It’s akin to filling out a form to get a paper making them a lead, instead of just a contact interested in the topic. Just because someone searches on a term related to what we do or sell, this does not mean they are a buyer. When I help clients build buyer personas, I start with status quo. What context does that content indicate?
Marketing Interactions
JANUARY 27, 2020
These are the people who will also become the vendor point of contact with your sales reps. This person is not likely to be in your database or to pursue learning about your company and solutions on their own. Your primary buyer personas portray the decision makers and champions involved across the entirety of the buying process.
Marketing Interactions
MARCH 22, 2022
Just one person from the account, or is a group forming? Numerous opens and clicks on an email can indicate the main contact may be sharing information with colleagues who remain anonymous…for now. And how much of the buying committee is showing interest?
Marketing Interactions
JUNE 23, 2017
Based on the outcome of Step 1, define a list of contacts at customer companies that will represent the persona(s) you’re building. Without direct insight, you’re still guessing. Even with buyer research surveys, if those buyers aren’t your buyers then the findings won’t be definitive. Don’t be limited by title; also think about the role.
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