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8 Rookie Mistakes You Might Be Making With Buyer Personas

Hubspot

Creating buyer personas is an essential part of building a successful inbound marketing strategy. Buyer personas help you better understand your current and potential customers, what their pain points are, what information they need, and how you can position your offering to meet their needs. Creating too many personas can be really tempting.

Unlock the Power of B2B Personas By Freeing Them from PDF Purgatory

Social Media B2B

Personas are the way that B2B marketers have identified their buyers for years. It is now time to think differently about your personas. Katie Martell is the co-founder and CMO of Cintell , a customer intelligence platform that enables companies to better understand their buyers. I had the chance to ask her some questions about the state of B2B buyer personas. 1.

5 Ways to Create Added Value for Customers

Vertical Response

Added value is an important tactic that can be used by small businesses to acquire and retain customers , increase brand awareness, and differentiate one’s place in the marketplace. Always consider your customers’ perspective. The art of creating added value starts with the ability to see your business through the eyes of your customers. All rights reserved.

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How Real Brands Are Retaining Customers: 8 Strategies From Starbucks, Amazon & More

Hubspot

What’s better than acquiring a new customer? If your first thought was “retaining a current customer” then your strategic thinking is in the right place. While there's a certain allure that comes with capturing new customers, keeping customers coming back will continually result in a greater ROI. What'd their customers think about the addition? The results?

How to Make the Customer the Hero of Your Story

Hubspot

You may want to don the cape, drive the Batmobile, and kick the villain's butt (and who could blame you?), but most brands overlook the interests of customers when they focus on themselves. The harsh reality is that your customers don’t care about your company or products - they only care about how you’ll meet their needs. What is a customer-centric company? make a purchase.

The Customer Experience Success Triangle: A CEO’s Perspective on Why Companies Need to Invest in Customer Experience

Kapost

In the past, customer-centric programs haven’t appeared to directly yield profits so CEOs passed on them in favor of other, more immediate solutions. This resulted in management professing a fleeting commitment to customer programs, but never making them a core strategy. Related: Great B2B Customer Experience Require Customer-Centric Marketing. Product. ” .

5 Tips for Creating Customer-Centric Content

Kapost

Creating customer-centric content day after day is doable in a bare bones kind of way, but does your content have a clear purpose? Does it offer a fresh and engaging perspective that’s relevant to your customers? Does it define the customer journey clearly in order to increase engagement? You’re on your way to creating awesome customer-centric content. The added bonus?

How to Apply Lifecycle Marketing for Your Agency Clients

Act-On

So what’s the best way to make sure you’re delivering stellar results for each of your customers? Here’s how: Develop a Strategy for Every Account in Five Areas. To make sure you’re providing top-tier service to every one of your clients, it’s essential to create five main strategies for each account. 1. Buyer Personas. Messaging/Positioning Strategy. Attract.

Why Marketing Doesn’t End at the Sale – Customer Obsessed Lifecycle Marketing

Modern B2B Marketing

But most marketers know that it’s more cost effective to renew business with an existing customer than to acquire a new lead. Yet in the face of purchased lists and pressure to generate large lead volumes, the core concept of nurturing existing customers for continued revenue can get lost in the commotion. So how do you keep customers engaged beyond the purchase?

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

Crimson Marketing

There is a lot of pressure on CMOs these days to have a big data strategy. Sky high service: In another case study, we learn how Sky Television improved customer satisfaction and reduced attrition by segmenting buyer personas and interest categories. Paul Alfieri is the Senior Vice President of Marketing for Turn, a marketing software company. 

7 Customer Loyalty Programs That Actually Add Value

Hubspot

According to Inc. , it costs a business about 5-10 times more to acquire a new customer than it does to sell to an existing one -- and on average those current customers of yours spend 67% more than a new one. So, what are you doing to keep your customers coming back to your business? According to the 2011 Colloquy Customer Loyalty Census , of the $48 billion worth of perceived value in reward points and miles distributed by American businesses annually, one-third goes unredeemed by consumers. Frequent customers earn points, which translate into some type of reward.

Is Inbound Marketing Holding Your Business Back?

Act-On

Act-On defines it as “activities that are designed to attract the attention of customers and prospects with the purpose of giving them a reason to come to you.”. Inbound is an effective marketing tactic, but it’s not a replacement for a complete, balanced marketing strategy. This sets you up to acquire a lot of customers who don’t fit your ideal customer profile.

Six Best Practices for Creating a Content Marketing Strategy

Marketing Action

You can blow a lot of money and time if you don’t stick to a plan tailored to your customer’s unique content needs. What’s needed is a well-thought-out process for creating and distributing the kind of content that will deliver the goods: customer satisfaction, leading to conversions and revenue. Develop customer personas. Create content your customers want.

How to Attract New Customers – i?marketing (Part 2)

Marketing Action

marketing user conference included six rapid-fire sessions on best practices for each stage of the customer lifecycle: Attract, Capture, Nurture, Convert, Report, and Expand. Personas. Begin by scripting a thorough outline of your ideal customer. Once you know who your customer is, there are three important factors for attracting those customers. Content.

Top Internet strategy, marketing and technology links for the week of March 30, 2013

Sazbean

News & Notes

Understanding Buyer’s Goal Orientation Key to Understanding Why Buyers Buy

Tony Zambito

Distinguishing a set of motivations, needs, and wants from a buyer’s goal orientation can make a significant difference in not only innovation but in aligning customer strategy with buyer goals.    All can offer helpful information and insight into how to better meet the needs of customers. Image via Wikipedia. The concept of goals has been around for centuries.  Humans

You talking to me? 6 Tips for Channeling Voice of Customer to Boost Content and Social Media Marketing Efforts

WindMill Networking

In previous posts I have talked about the importance of producing content that grabs the attention of your customers and prospects and engages them or inspires action.  How do you speak in the language of the customer, connect with their concerns and choose topics that are of greatest interest? But how does one do this in practice?  They might not always be the most obvious words. 

The Difference between Content Marketing and Marketing Content

Kapost

Play on words aside, there’s a big difference between using content across the buyer’s journey to deliver a consistent customer experience (marketing content), and using content to specifically support top-of-funnel marketing activities (content marketing). Marketing content is every asset your organization creates to attract, educate, convince, convert, and retain a customer.

3 Steps To Email Marketing That Nurtures Leads And Closes Sales

B2B Marketing Insider

According to McKinsey , email marketing is 40 times as effective at customer acquisition than social media. Email drives increased website visitors, helps convert website visitors into leads, helps nurture leads into customers and, perhaps most importantly, helps deepen your relationship with customers. Think about your buyer persona. Are they a customer?

Responding to the Buyers Purchase Path

ANNUITAS

A few weeks ago I was leading a workshop on Lead Nurturing, which included the concept of buyer personas and defining the buying path for each individual persona. Don’t you need to define one buyer’s journey for the persona and just align the content to that?”  You can’t just have one buyer’s journey that applies to all the unique personas that you have defined. 

33 Inspiring B2B digital marketing case studies

grow - Practical Marketing Solutions

So it took some moxy to launch a content marketing strategy online. LOGICALL : A company that focuses on inbound and outbound customer management solutions, uses content assets such as emails, microsite and ebook, Logicalis developed a thought leadership effort that supported sales teams by enabling custom messaging based on the prospects interaction with the campaign. million.

B2B Marketing Predictions – 3 Actions To Achieve Your Goals in 2011

B2B Marketing Insider

will comment on each one below but for the time-starved blog scanner, here is a summary: “Customer experience” might be the marketing buzzword of the year? Every company should look to address the opportunities to become more efficient through a more engaging content marketing strategy, cheaper inbound leads and effective nurturing through marketing automation. Strategy

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

Hubspot

company trying to reach decision-makers at another company requires a different mindset and strategy. Interestingly, though, some research suggests that B2B buyers will, as a whole, engage more strongly with certain types of messages, while B2C customers will respond more positively to campaigns that target different benefits. Developing buyer personas is helpful to this process.

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5 Common Traits Of The Best Content Marketing Companies

B2B Marketing Insider

That’s because clients increasingly expect to work with writers who have their own well-respected professional persona or brand. At NewsCred, our 500+ custom-content writers are established influencers in their fields, many working for decades in a particular industry before they began writing about it. Any content firm you enlist needs to help you tackle those challenges head on.”.

3 Steps To Email Marketing That Nurtures Leads And Closes Sales

The Forward Observer

According to McKinsey , email marketing is 40 times as effective at customer acquisition than social media. Email drives increased website visitors, helps convert website visitors into leads, helps nurture leads into customers and, perhaps most importantly, helps deepen your relationship with customers. Think about your buyer persona. Are they a customer?

7 Tips For Social Media Optimization

Sales Prospecting Perspectives

But, SMO is no longer limited to marketing and brand building for organizations, but has grown to encompass many different departments within the organization such as Human Resources, Client/Customer Satisfaction, product development, Business Development and Sales. So what can you do to make sure your website and social media strategies are having the best impact on your business? Most HR suite of services have realized this notion and optimized their own offerings to include social media in the recruiting strategy.

Dispatch from CMW: Recapping Day One

SnapApp

We’re about to get a whole lot of pressure to quit and go back to traditional marketing methods as we fall into the Trough — but the marketers who love content, who care about building real relationships with our buyers and customers, and who want to build stuff that matters, will stick through it and come out stronger. 2. Content Strategy = Business Outcomes + Customer Satisfaction.

Get Found: How to Incorporate SEO into Your Editorial Calendar

Hinge Marketing

To be successful with content marketing, you need to start with strategy. Your content strategy broadly defines the subjects related to your offering that you’ll address to meet your potential clients’ information needs. Once you’ve honed your strategy, you need the tactical steps to make it happen. That’s the job of the editorial calendar.

The Ultimate Dictionary of Marketing Terms You Should Know

Hubspot

APIs facilitate the data needed to provide solutions to customer problems. 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. 26) Customer Acquisition Cost (CAC).

Drip Marketing 101: Benefits and Best Practices

Marketing Action

This kind of timed-release marketing is great for products and services with a long selling cycle, but it can also be used for upsell and cross-selling and developing customer loyalty – no matter what industry you’re in. And get to know your customers and prospects before crafting your messages. Do you have a persona outlined for this audience segment? Send a message too early?

Sights and Sounds of SXSW: Transformational Marketing and The Era of Engagement

Modern B2B Marketing

This session focused on how Kaiser Permanente Colorado, with help from their agency, Intelligent Demand, transformed their marketing and revenue generation strategy. Created buyer personas and journeys. It can give you incredible insight into your customers’ likes and dislikes. Customer Support. Satisfaction : Social Reputation. East 6 th St. Big topic! Sales.

5 principles of Information Architecture & why it matters to marketing

Earnest about B2B

well-structured site or app can be a real differentiator for your customers, especially with eCommerce or where you have a large number of products. Decreased customer satisfaction, decreased sales and customers seeking out a competitor are three likely outcomes. Do you know your different user personas? If so, does their persona affect their goals?

The Ultimate Smarketing Glossary: 62 Common Sales Terms Explained for Marketers

Hubspot

" An antiquated sales strategy that basically says everything a sales rep does throughout the sales process is in pursuit toward the singular goal of closing a deal. " The stages a potential buyer goes through, from learning about a new product or service to either becoming a loyal customer or rejecting it. Buyer Persona. Customer Acquisition Cost (CAC). Quota.

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6 Tips for Understanding the B2B Business Decision-Making Process.

B2Bbloggers

content marketing communications strategy that recognizes this as every business buyer’s position can make the difference between an engaged prospect or an unsubscribe, a loyal customer or a lost sale. The different roles have different needs, and your copywriter is dealing with any number of different buyer personas. Buyer Personas). The risk factor is often greater.