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Confusing Customer Segmentation, Buyer Profiling, and Buyer Personas Harms Marketing

Tony Zambito

Compounding the issue today is the prevalent use of the term buyer persona to describe customer segmentation and buyer profiling efforts.   The issue I am referring to is the confusion that can surround distinguishing between customer segmentation, buyer profiling, and buyer personas today. Customer Segmentation. Common triggers and events. Confusion by Adam Gale. Roles.

How Trigger Data Guides Workflows for Sales and Marketing

Sales Prospecting Perspectives

Although you might be smart enough and well-researched to determine “which way the wind blows,” trigger data can let you know when it’s going to rain. Sales and marketers let trigger data make you a good weatherman, predicting the optimal moments to sell. Here''s a comprehensive look at how we use trigger data to complement the entire sales and marketing process.

6 Ideas to Create More Relevant Lead Nurturing Emails

B2B Lead Generation Blog

Segmentation. But something I wanted to hear more about was relevance. recent MarketingSherpa survey of email recipients found that 58% of those who stop reading, disengage or unsubscribe later cite “lack of relevance” as a key factor. So, how do we better align align our email and nurturing messages with what is relevant to our audience? Customer focus.

Be Relevant or Die: The New Nature of Nurture

Modern B2B Marketing

Author: Will Spendlove Nearly three-quarters of online customers are frustrated by brands that showcase irrelevant content and promotions. Harnessing relevance in your marketing efforts involves engaging , relevant , personalized content – you’ve heard it all before. Companies who are doing ‘the relevance thing’ well aren’t in the majority. Time to get relevant!

The Triggered Emails You Need to Make Your Marketing Automation Work

Hubspot

detailed diagram of emails sent to different segments, broken out by email engagement, drawing a line from lead to customer? Triggered emails -- automated marketing messages based on a prospect''s behaviors -- are powerful because they are inherently relevant and timely. Not using triggered emails? Trigger: Downloaded an Educational Offer.

5 Ways to Personalize Emails and Enhance Open Rates

It's All About Revenue

Sophisticated email marketing programs — fueled by marketing automation — enable relevant communication when used with behavioral triggers. Email is a great tool for marketers to serve up relevant content at the time when a buyer is engaged and likely to respond. But emails can’t support any of these marketing efforts without relevance.

Boost Email Relevancy With Dynamic Content

Industrial Marketing Today

IMO, they are and will continue to be very useful provided your content is relevant. The solution – use dynamic content to boost relevancy of your emails and make them highly personalized in order to truly engage with your audience of engineering, technical and industrial professionals. What is dynamic content in emails? Simply stated, dynamic content is mail merge on steroids. Dynamic content will automatically insert relevant content within your emails based on trigger rules and segmentation that you set up.

12 Great Examples That Prove the Power of Repurposing Content

Hubspot

Those dips and plateaus in traffic can come from industry changes, how your audience digests content, the amount (and quality) of new content you’re producing, or how relevant your older content is. Sometimes, all your content needs is a little refreshing and repurposing to keep your audience interested. Why You Should Repurpose Content. Check 'em out.

5 tips to build more relevant and engaging lead nurturing emails

B2B Lead Generation Blog

A recent MarketingSherpa survey of email recipients found that 58% of those who stop reading, disengage, or unsubscribe after cite "lack of relevance" as a key factor. As B2B marketers, we should have it drilled into our brains that relevance must be an essential part of our lead nurturing touches. And each irrelevant message I receive is basically programming me to ignore or delete future messages from them. I don’t even bother to unsubscribe. I'm sure that's not their intent but they are missing the key idea of relevance.   It’s a common phenomenon.

Content Marketing: Considerations When Defining a Content Plan

Conversionation

Content that is adapted to the preferred channels, digital signals, triggers, stages in the life cycle and needs of people is becoming increasingly important. The focus on relevant content, that also makes your business “found” in an online world is so strong that there is even a new word for it: content marketing. Having goals, a plan and processes in place matters in content marketing as well. What is often missing in what we call content marketing is a strategy, let alone a plan. The various target groups are divided into segments.

Reasons to Ditch “Batch and Blast” and Get Started with Email Marketing Personalization

Vertical Response

For triggered email campaigns (in which emails are triggered by a calendar event, a business action or an action taken by a website visitor), personalization doubled transaction rates. ” “To get started with such customization, conducting customer research is imperative,” explains Vertical Response Senior Content Marketing Manager, Linzi Breckenridge.

Content Marketing Projects That Are Taking the World by Storm

Junta 42

In content marketing, success isn’t always easy to define. But one of the surest signs your program is on the right track is when your fellow content marketers recognize it as worthy of their attention and their praise. These special honorees were announced in a ceremony September 10 at Content Marketing World. More winning content creators. Winner: King Content.

4 Questions You Need to Answer Before You Create a Content Plan

Contently

At Contently, we’ve developed what we call a content methodology, a process to continuously improve the effectiveness of a company’s content across the enterprise. content methodology works in much the same way as a flywheel. Organizations that invest in a content methodology become self-sustaining. Objectives: What are my content objectives and KPIs?

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Video Promotion: Secrets from Marketers Who’ve Done it Right [Infographic]

Vidyard

Somewhere in the heat of the content marketing revolution, we got the idea that the more content you produce, the more successful you’ll be. That’s how we got to the point of targeted advertising online telling us about products that will turn us into “content marketing machines”. And that sounds like the furthest from the initial context of content marketing as you could get.

7 Ways to Increase Email Engagement

Marketing Action

Targeting: Select and segment the list to choose the right demographics for your message. Personalisation: Customise the email with the intended recipient’s name, job title, or other relevant data. Timing: Use A/B testing to find the best time to send campaigns and trigger emails. Relevance: Use calls to action that drive to content that’s appropriate and engaging.

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The Contextual Inbox: Moment-of-Open Email Marketing

It's All About Revenue

Are you one of the 40% of email marketers who don’t segment their email campaigns? Since all ESP’s have data collection functionality, customer data is abundantly available, and triggered emails are based on a basic level of segmentation already—that statistic seems out of place in 2016. Sign-up date-based trigger. Open vs. click campaign activity.

The Most Important Email Marketing Elements For 2016 (Infographic)

Lead Liaison

Now, let’s look at some of the most important elements in any modern strategy: Marketing automation such as drip campaigns and triggered message series are becoming more important to manage and nurture leads. Segmenting your email lists based on a variety of factors (such as whether they’ve purchased or not) will ensure that your emails are personalized and relevant to each category.

Content Mapping 101: The Template You Need to Personalize Your Marketing

Hubspot

Marketers hear it all the time: The content you create needs to be personalized. Personalization, giving people content that they''re actually interested in … it makes perfect sense. But coming up with the actual topics that make for a highly targeted content strategy isn''t that easy. What Is Content Mapping? When it comes to content, one size rarely fits all.

7 Steps to a Successful Account-Based Marketing (ABM) Strategy

The Point

Successful ABM campaigns typically are: • segmented – so that any and all communication is as relevant to an individual account and decision-maker/role as possible. Identifying and/or developing a critical mass of relevant offer content to support the campaign, content that is specific and relevant to target roles, for example: – Power User.

Managing Marketing Content Across the Customer Life Cycle

VisionEdge

No wonder marketers everywhere are scrambling to develop content and make use of the myriad of channels to reach and connect with prospects and customers. . Many marketers have gotten so caught up in the creation of content, however, that they have forgotten how important it is to match marketing content with the customer buying journey and life cycle. Content delivered in the right channel at the wrong time can be a wasted touch point. . Content and Life Cycle . Content marketing is not the same as running a campaign. The Customer Life Cycle  .

10 Ideas for Personalizing Your Content

ion interactive

Over the last few years, marketers have become more conscious of the need to deliver personalized content experiences not only to existing customers but also to first-time site visitors as well. Using real-time behavioral data, businesses can enhance the user experience by delivering the content your customer wants to see when they are most likely to make a purchase.

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Think Beyond Mobile-First and Consider Mobile Experiences Like These Brands

It's All About Revenue

Mobile users typically just won’t stand for any text-heavy or time-consuming marketing content. Micro Moments In 2014, Julie Ask wrote "Micro-Moments Are the Next Frontier for Mobile" and coined the phrase "Mobile Micro-Moments” in a Forrester report : “Simple triggers spur consumers to take action, both on devices and in the real world. Social value.

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Thank You For Tweeting! Highlights From the “Targeting” Twitter Chat

It's All About Revenue

According to a 2013 Econsultancy survey of over 1,300 UK email marketers , 73% carry out basic segmentation, only 49% carry out any regular list cleansing and just 26% do any content personalisation. Less than a quarter of respondents (22%) say that they are carrying out advanced segmentation. Prospects are busier than ever, and non-personalised emails which don’t look relevant won’t get opened. Narrowing in on your target market takes time and effort – analysing data to see who’s engaging with your content is an ongoing process. Eloquestions.

5 Simple Ways to Take Your Lead Nurturing Program to the Next Level

The Point

Call it “calendar-based” nurturing: a series of regularly scheduled emails, promoting different content, all to the same list. Successful lead nurturing is about delivering content that’s personalized, relevant, and compelling to the individual prospect. Segment by persona or industry. We need to talk. You can do a lot better. Campaigns based on behavior.

Your website must adapt based on data

Biznology

For Pearson, my job was to carefully read Outside-In Marketing: Using Big Data to Guide your Content Marketing , a book co-written by my friend and colleague Mike Moran and James Mathewson , and then contribute notes. They would actively change fonts, emphasis, headlines, and even where content was, how big images were, and where to place the purchase button. love it. Not anymore.

Event-triggered & lifecycle-based (social) email marketing: cross-channel tips

Conversionation

Whether it concerns deliverability, the integration with social or improving conversion: the focus on valuable content, more personalized interactions and offering relevant information in function of all possible segmentation and targeting criteria is becoming increasingly important in email. Click title to read more

Why Marketing Automation Does Not Work

NuSpark

But they have no plan, no content. Similarly, a marketing automation system with no process or content does not create leads and convert sales. Find out: What triggers buyers to look for a solution to their problem, prioritizing it over all the other pressing issues at the office? Create Your Content Strategy and Process. For each piece of premium content, a.k.a.

Goldilocks and the 3 Lead Nurturing Programs

It's All About Revenue

You’ve committed to six unique paths (one for each industry you’re targeting) with nine emails in each path, and now you’re facing the daunting task of building inspiring content and appealing calls-to-action for 54 emails by the end of the month. Anytime someone mentions “automation” or “nurturing” it triggers painful flashbacks. She’s thinking quick and easy (Who needs segmentation anyway?), He understands the importance of segmentation and relevancy. by Heather Foeh | Tweet this. This Lead Nurturing Program is Too Hard. Mama Bear has the opposite problem.

Marketo Data Tells Us: Which Type of Emails Have the Highest Conversion Rates?

Modern B2B Marketing

Are these stats relevant or even reliable? Specifically, we’ll be diving into whether batch, nurture, or trigger is best. Trigger Emails: These are personalized emails that are delivered based on prospect actions. Of the email campaigns that you’ve created, which type performed the best—batch, nurture, or trigger? This scene often feels too familiar: You: Yes!

B2B Email Marketing: Batch and blast, mobile and other challenges

B2B Lead Generation Blog

David Kirkpatrick : Email marketers are being told to employ aggressive database hygiene on email subscription lists, engage in tactics such as micro-segmentation to individualize and customize the content in email campaigns, and begin emphasizing mobile form factors in email design to encourage engagement with campaigns on mobile devices. ” A successful program relies on a combination of elements – broadcast, automated triggered emails and segmentation. Recipients value these messages because they’re more relevant than most broadcast emails.

5 Quotes to Recharge Your Marketing

Modern B2B Marketing

Content is the atomic particle of all digital marketing.” Just like atoms, content is essential to marketing and without it, there would be no email, social media, paid media, or other core marketing channels. As an information-hungry society, we consume massive amounts of content every day. Surprisingly, valuable marketing lessons are all around us.

How to Protect Your Email List Health and Deliverability

Act-On

They’re usually trigger happy to report emails as spam or phishing, so you might want to be especially careful with the emails you send to them. Keep your messaging relevant and interesting. Data enhancement allows you to leverage additional data intelligence to better identify segments, which in turn lets you target your content directly at what a segment cares about.

8 Examples of B2B Businesses Managing Powerful LinkedIn Pages

KoMarketing Associates

Know What Content Resonates. While this certainly requires resources for content development, the company receives great engagement by sharing relatable topics that tie back to its area of expertise. This Company Page has found a great balance of providing their audience with helpful tips, educational resources, trending discussions, and brand specific content. Ernst and Young.

Call To Action: Close Your Buyer Journey Gaps

CMO Essentials

We have organized our companies around domain expertise that aligns to specific segments of the buyer journey. Stage 1: The Purchase Trigger. We often think of the buying process starting upon the search for a solution when, in fact, understanding purchase triggers is not only insightful, but a core foundation for your content marketing strategy. Show a little love.

10 Tips To Increase Eyeballs And Conversion

B2B Marketing Insider

Take similar content and deliver in 10 ways: expert interviews, how-to podcasts, reviews, videos, weekly news, blogs, tweets, infographics etc.   Be relevant. This has resulted in real-time marketing.  At a minimum, have a calendar that’s relevant and stays on trend. Target them based on their triggers (e.g.,  I’m a woman likely to buy beauty supplies. Content Marketin

Top 10 Marketing Automation Mistakes

The Point

Ideally, a company investing in marketing automation should have a solid plan, including quantitative objectives and campaign workflows to address key audience segments, before the technology is even turned on. 2. If anything, the true value of marketing automation is that it allows you to email smarter, delivering information that’s more timely and relevant. Lack of segmentation.

5 Tips to Improve Your Nonprofit's Email Strategy

Hubspot

Email's relevance and impact for nonprofit organizations continues to grow. Recognize that different personas may be more motivated by different messages, so tailor content that appeals to your personas' varying interests. Attracting people to your organization and into your prospect database is why you publish all that great content. It always starts with your personas, right?

Quit Obsessing About the Customer Journey

The Point

Look, I’m all for the general notion of our marketing being more targeted, personalized, and relevant. And the more that your message and content reflect a prospect’s stage in the selling cycle, the better. Marketing nerds love to talk about mid-stage programs and late-stage content, and the like, but how do we really know? Well, not so fast. If he visits 5 Web pages?

4 Reasons Why Marketing Automation Fails

Modern B2B Marketing

In fact, CMO Council reports that more than half of senior marketers say that using enriched or personalized content and digital interactions yield higher response and engagement rates. So to get started on the right foot, make sure that your messages are targeted at a specific segment of your database based on known preferences. But, that’s avoidable.

Why Demand Generation Should Be Perpetual

ANNUITAS

Buyers in an audience segment are in a continual buying state and therefore, our demand generation programs should be as well. In order to develop content that is relevant to the buyer, it is necessary that we understand their pain points, challenges and what problems they are trying to solve. When you look at a marketing campaign, it has a starting point and an ending point.