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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. 

10 Reasons why branding is even more important for start-ups

Biznology

Entrepreneurs are generally obsessed with a new product idea. conducted a workshop on branding with a group of ex-MIT inventors a few years ago, and used the theme/headline (borrowed from a friend, Wayne Cerullo ): “You Have a Great Product. Have an Innovative Product – But Will Enough People Care and Buy It? Now Forget It. What Can Branding Do to Motivate Customers?

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How and Why to Use Segmentation in B2B Marketing

KEO Marketing

Segmentation is increasingly important for successful B2B marketing, and for marketing in general. Data compiled by Circle Research found that 92 percent of B2B marketers segment their target market. The exact approach to implementing segmentation can vary, though. The majority of marketers used what is sometimes called “feature based” segmentation. B2B Marketing

Marketing Minds: Chris Pinkerton – VP, Enterprise Development, Media & Research @ Mediative

Puzzle Marketer

Chris Pinkerton VP, Enterprise Development, Media & Research  @  Mediative Chris works with teams of marketing, branding and technology professionals to improve a companies interactive marketing, online sales, and clicks to bricks approach. Segmenting and understanding your audience in real-time is a necessity today. Below is an interview with a true marketing thought leader.

B2B Marketing Trends for 2016

Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. While their ideas vary, they could be summarized as: • Produce better content by making it more focused on the needs of a specific group. • Be more human—write for people, not segments or search engines. • Use frameworks like ABM and ICE to help with these efforts. segmentation.

Rethinking Market Strategy In A Digital Economy

Tony Zambito

For instance, the rise of platforms such as Amazon and LinkedIn has significantly shifted the way customers interact with products and services.  As the digital economy continues to evolve globally, we are seeing an unprecedented convergence of market-oriented behaviors associated with the usages and purchases of products or services.  by Delwar Hossain. For good reasons too. 

27 Ways to Slice & Dice Your Email List for Better Segmentation

Hubspot

We've already made the case for list segmentation in email marketing , and we sure hope you've bought in. Still in need of a little refresher on the merits of email list segmentation? Alright, now that you're undoubtedly on board with list segmentation, you're probably asking yourself how you should slice and dice your own list. 27 Smart Ways to Segment Your Email List.

How to Develop a Winning Go-to-Market Strategy for Your Firm

Hinge Marketing

business plan is broader in scope and considers every aspect of a business, while a go-to-market strategy is focused specifically on delivering a product or service to an end customer. properly developed, carefully considered GTM strategy delivers actionable answers to some tough questions, including: How do you connect with potential clients? Low price positioning? Be honest.

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How Savvy Marketers Harness Social Data for Product Development

Hubspot

Moving to a fully integrated marketing picture for enterprise, using social media to compliment traditional market and product development research only makes sense. The very nature of uncontrolled conversations empowers customers to communicate and yield unthought-of insights and new product directions. Let the pictures tell you what the top customer and product trends are.

B2B Marketing Trends for 2016

Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. While their ideas vary, they could be summarized as: • Produce better content by making it more focused on the needs of a specific group. • Be more human—write for people, not segments or search engines. • Use frameworks like ABM and ICE to help with these efforts. segmentation.

13 Key Website Design and Development Areas to Bring in Business

Hinge Marketing

When it comes to website design and development, professional services firms that commit these common lapses hurt their ability to compete and engage its audiences. Let’s examine 13 make-or-break areas when it comes to website design and development. lack of commitment to developing content can really hurt a professional services firm. Imagery. Specialization. And, 43.6%

Design Thinking for User Centricity: An Interview With HG Data VP of Product Faith Chiang

HG Data

Product strategists have a lot to think about. They’re responsible for ensuring the products they build are ahead of the curve, but they also face the ongoing challenge of designing for individual users while applying to the broader market. According to Faith Chiang , HG Data’s new Vice President of Product, the key is to identify information that translates into customer opportunities, risks, and insights that they can act on. Here’s what she had to say: You recently joined HG Data as Vice President of Product. How does that apply to product design?

How to Build a Perfect B2B Product Page

Hubspot

There are a number of good resources out there on how to build effective ecommerce product pages. These product pages tend to be short, highly visual, and optimized for quick purchases -- a style that matches the typical behavior of a B2C consumer. Good B2B product pages reflect the distinct way that these purchases are made, and should be designed differently than B2C pages.

Product Marketing Best Practices: The Power of Customer Knowledge

Kapost

We’ve established the importance of product marketing (and if you don’t agree with me, you can read about the value of product marketing here ). But there’s a fundamental value product marketers bring to an organization: customer knowledge. Customer knowledge includes:   Best customers and how they’re segmented. What do we mean by this? Make time.

13 Types of Product Content Sales Needs to Close More Deals

Hubspot

While this educational, top-of-the-funnel content is vitally important, let's not undermine the importance of bottom -of-the-funnel marketing content -- content that communicates the functionality and benefits of your product/services -- and content that enables your sales team and helps them sell. And admittedly, we don't tout the value of product marketing enough on this blog.

B2B Marketing Trends for 2016

Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. While their ideas vary, they could be summarized as: • Produce better content by making it more focused on the needs of a specific group. • Be more human—write for people, not segments or search engines. • Use frameworks like ABM and ICE to help with these efforts. segmentation.

A Simple Guide to Choosing the Right Chart for Your Data

Hubspot

Data about website performance, sales performance, product adoption, customer service, marketing campaign results. You could use this to show how something positively effects, has no effect, or negatively effects another variable. Analytics Design Leadership Productivity Professional Development DailyThis post originally appeared on HubSpot's Agency Post. Circular Area.

Oracle’s Maxymiser Named a Leader in Forrester Wave for Online Testing

It's All About Revenue

” As Forrester writes: "[Maxymiser’s] key differentiators are support for campaign planning and control, segment development and execution, professional services, and executive vision. The Guide includes five solutions to help CMOs face the challenge of providing a seamless positive customer experience across all touch points.

Oracle’s Maxymiser Named a Leader in Forrester Wave for Online Testing

It's All About Revenue

” As Forrester writes: "[Maxymiser’s] key differentiators are support for campaign planning and control, segment development and execution, professional services, and executive vision. The Guide includes five solutions to help CMOs face the challenge of providing a seamless positive customer experience across all touch points.

Dominate Your Market by Flipping Your Content Strategy

Sales Engine

Perhaps you’ve been spending money in pay-per-click advertising and had a positive ROI. If you’re an email marketer, there’s a lot you can do to improve your results, such as improving the level of your content production , experimenting with different mediums and channels for distribution, or analyzing your subject lines and conversion rates to do more of what’s working.

4 Ways the Power of Buyer Choice Will Transform Business Marketing

Tony Zambito

Higher Grade Product Design Concept Models (Photo credit: Jordanhill School D&T Dept). This is part 5 and final article of a limited series on why buyer choice modeling is the new view B2B Business must adopt to improve revenue performance and develop long lasting relationships with buyers. . Another way of positioning this concept in simple terms is this: either your B2B business becomes part of the orbital loop or you can watch it from afar with a telescope – and be out of the loop. As we covered, many B2B businesses are wrestling with the unknown and the invisible. 

Re-evaluation brings rewards

B2B Marketing Online

New business development requires a relevant strategic plan, says guest blogger Julia Haviland, director of Brittain Marketing. There is also solid evidence that such channels can assist in delivering your product and service propositions, which can help achieve growth plans. The dilemma for many marketers and sales professionals is how do they position themselves in today’s market? This may seem obvious, but in reality many companies I come across don’t fully understand their market position or the changing dynamics affecting their market growth potential.

How to Actually Stick To Your New Year's Resolutions: 9 Data-Backed Tips

Hubspot

Research on pricing tactics suggests that consumption is driven not by the actual cost of a product or service, but by its perceived cost. When we break down a price -- or, in our case, a goal -- into more manageable segments, it's easier to convince ourselves to go after it. Let's say you really want to focus on being more productive at work in the year ahead. Loss aversion.

Developing a Marketing Communications Strategy

Cliff Allen on Marketing

Raising awareness of your product in your target market is where sales begin, and this is where marketing communications activities begin the selling process. Another key part of the messaging process is creating the positioning statement. Then, refine and test those creative approaches until you settle on your company's positioning statement. Developing a Sales Strategy.

Is customer satisfaction really important in B2B?

The B2B Research Blog

Its mission is to take the received wisdom, rigorously challenge it and, if it turns out to be flawed, develop a better approach.  Then we isolated those who claimed to be loyal and asked them why that was.  An analysis of their reasons reveals that in most B2B markets there are four distinct customer segments, each of them loyal for very different reasons. Let me explain.

6 Success Factors for Adopting Marketing Automation

Act-On

Know your value proposition and what problem your product or service solves. Understand the best-fit companies for your product or service. This tells you who to say it to, so you can build targeted audience segments and prioritize how you invest in each. influencer, decision maker, user of the product/service). Segment your list by factors such as. Quick to load.

Stop Trying to Find an Easy Way to Build Your Buyer Persona

CMO Essentials

touted as “quick and easy buyer persona development” ? While I applaud HubSpot for helping to make persona distribution attainable, the positioning of the tool risks confusing marketers. Notice, I used the word distribution, not development. Well-developed personas provide critical insight into strategic functions across the business. Persona interviews are an art form.

The Most Common Demand Generation Mistakes That Sabotage Your Success

Modern B2B Marketing

It’s important to recognize both your positive and negative biases as you develop your demand generation strategy. For example, you may have a positive bias towards something like paid search and believe that it’s the most effective way to drive demand. Not Segmenting Your Database. Author: Joe Paone Sabotage is an interesting word. Pre-Existing Biases.

8 Examples of B2B Businesses Managing Powerful LinkedIn Pages

KoMarketing Associates

SAP is writing a story on social to build emotional connections and positive associations with the brand. 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. Showcase Business Segments. Showcase Pages are segmented pages linked from the main company page.

5 Tips For CMOs To Keep Their Creative Teams Humming

It's All About Revenue

Creatives involved in content strategy need to be regularly informed of the latest developments in copywriting, SEM/SEO, UX, blogging and social media marketing. Their position is, by definition, dependent on continuous training to ensure that their work is cutting-edge regarding innovation and effectiveness. Development. There are great resources for your developers.

Nicolas Franchet, Head of Retail and E-commerce at Facebook: How to Combine Digital and Traditional Retail Marketing Channels [Podcast]

Crimson Marketing

Whereas “one-size-fits-all” promotional tactics often drive traditional retail traffic, brands can now use digital marketing channels to segment and influence their target audiences. They are: Digital Discovery: Nicolas says the phenomenon of “discovering products you didn’t know you wanted” is amplified through digital marketing channels. Digital Marketing Podcasts

The Line Between Data-Driven Marketing and Creative Content Marketing

ScribbleLive

The term data-driven marketing is a popular buzzword used to reinforce how strategy and planning are critical to developing great content. Data allows you to analyze the market, segment your audience, develop a positioning strategy, and create customized messages for targeted prospects. Why is this product or service better than other options on the market?

Creating Content is a Waste of Time – Until You Have Mapped the Buyer Journey Part 3: Match and Mix Content, Channel and Lifecycle

CMO Essentials

Seventy percent say content marketing makes them feel closer to the sponsoring company, while 60% say that company content helps them make better product decisions. The purpose of the map is to understand what content you should develop, in what format/touch point, and delivered through which channel. Content is the new Holy Grail. Weave it all Together. Summary.

How to Successfully Launch Your First Marketing Automation Program

It's All About Revenue

By segmenting your database from the start, setting up a scalable campaign creation workflow, and implementing clear lines of communication with sales, you’ll lay a strong foundation on which you can build successful marketing campaigns and optimize your business processes. Create Accurate Segmentations. Before you begin developing your automation campaigns, you should take the time to fastidiously segment the customer data you’re storing in your marketing automation platform. Connect with him on LinkedIn. Having a copious amount of leads to nurture.

How Marketing Operations Can Align with Sales (and Why)

Act-On

What I mean by that is, as both departments grow and struggle to keep their heads above water while still operating at maximum capacity, a great divide begins to develop on a systematic level. After all, they’re the ones who have to get on the phone and talk to prospective customers all day long trying to sell whatever magical product/service you provide! Have an open door policy.

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9 Strategies for Improving Lead Quality From B2B PPC Campaigns

Hubspot

Once you have all of the available data, you should create reports to isolate and segment your data. Then check to see what campaigns, devices or keywords these leads have in common. 3) Segment Your Campaigns. Many companies make the mistake of setting up campaigns or ad groups for each product or service they have. Ads: Ad copy customized to that segment. link].

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Financial Advisors Need to Get Personal or It’ll Cost Them

Modern B2B Marketing

Segmentation. To get the right message to the right investor, you must segment your audience. This is the same strategy YouTube uses when suggesting videos you may be interested in, or Amazon uses to suggest products you might want to consider. You will use these segmentations to help tailor your messaging for each group. Impact to Marketers. Scoring. Sales Efficiency.

The 7 Building Blocks of a Solid Content Marketing Plan

ScribbleLive

However, producing more content is only productive when you have a solid plan in place. In addition to a website redesign and repurposing old content, the tax and consulting firm created a content marketing plan with a new vision focused on developing their reputation as subject matter experts. Step 2: Develop Buyer Personas. Marketers are creating more content than ever.

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Strikedeck Adds Automation to Customer Success Management

Customer Experience Matrix

This brings us to Strikedeck , which emerged from stealth in April after about a year of development. They can also define account segments to select accounts for playbooks or reporting. In fact, Strikedeck referred to itself as “customer success automation” in an early discussion I had with them, although they don’t seem to be using that positioning at present. This made them a fifth subtype of Customer Data Platforms (CDPs), along with systems based on marketing, lead scoring, sales advisory, and tag management. This allows for standard treatments to be fully automated.

5 Ways to Boost Your B2B Marketing into Overdrive

Crimson Marketing

They take the time to investigate the market, to find out what is available, and to analyze which products meet their needs. They could guide buyers through product demos allowing for familiarization with product capabilities, and could highlight their strengths vis-à-vis the buyer needs. B2B companies have recently had to confront an awkward truth. You need a new approach.