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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. 

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

Infer Makes Headlines with Latest Product Innovations

Infer

Arcangelo noted that this resulted in “far more efficient ad spend, ad targeting by channel, segmentation, sales operations tactics and lead flow strategy.”. The post Infer Makes Headlines with Latest Product Innovations appeared first on Infer: Predictive Lead Scoring for Sales & Marketing. This “In the News” roundup highlights Infer’s insights and coverage from around the web.

Build a Breakthrough Brand with a Clear Competitive Positioning

Biznology

Yesterday’s Biznology® Webinar with Denise Lee Yohn was all about brand positioning.  Do you need to strengthen your brand’s differentiation vs. competitors?  In this recorded webinar, brand expert Denise Lee Yohn shows how to craft a competitive brand positioning, including: the most effective way to identify and define your target segment(s).

Content Methodology: A Best Practices Report

Product and research divisions can provide dynamic. content that values and evangelizes content, championing the positive impact it can. When Marriott began production on Two Bellmen, its award-winning short film, Beebe largely gave director Miguel Cabrera full reign to exercise his creativity. NEEDS DEVELOP. and crisis management, or even productivity. Content.

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%

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 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.

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 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.

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.

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.

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.

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.

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.

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.

Sales 88

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.

Tips to Improve Customer Loyalty: Necessity is the Mother of Retention

Act-On

According to a survey done by Gleanster Research and Act-On Software , top-performing businesses continue to segment their email lists after the sale. Send an email campaign that shows them how to make the most of your service or product. Send a blog post with product hacks and tips. Launching a new product or feature? First, I need caffeine. Come in after 2 p.m.,

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.

Smart Agencies Don’t Neglect the Middle and Bottom of the Marketing Funnel

Act-On

their marketing teams, to not just generate leads, but also to provide their business development people with qualified leads that are hot to buy. In today’s digital business environment, effective marketing calls for professionals skilled in segmentation, targeting, and positioning – much of which takes place in the middle and bottom portions of the funnel. Capture. Nurture.

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

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.

New research: An exceptional path to social selling success

grow - Practical Marketing Solutions

CMU found that 72 percent of B2B buyers actively use social media to build relationships and gather information on a company and products. Content trends include gamified user engagement, data-driven content, internal links to content, product-specific blogs, and gated premium content. Product/company mentions across social channels. An engineer will know how the product works.

How to Apply Lifecycle Marketing for Your Agency Clients

Act-On

Here’s how: Develop a Strategy for Every Account in Five Areas. Develop a target audience of people who are the intended recipients of messages, advertising and marketing efforts. Messaging/Positioning Strategy. Your client may already have a set of messages and a marketing position, but many do not – or they’ve created ones that miss the mark or aren’t compelling.

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.

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.

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.

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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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.

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.

Plan 105

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.

Live Blogging from the SiriusDecisions Forum on Operationalizing Personas

Cintell

” “I’m familiar with persona development, but want to understand how to practically apply and use personas, not just create them.” ” “If you’re not being audience-centric, then you’re being product centric. People don’t care about your product until they figure out how it connects to their problem.”. Top Challenges Related to Buyer Personas.

Generating Leads is a Primary Role of the Savvy Modern Marketer

Marketri

Before Social Media: Before social media exploded onto the scene, the role of marketing was to identify target market segments; differentiate a firm within those markets; and consistently communicate effective marketing messages related to the company and its products and services.The goal was to build brand awareness and to set the sales team up for greater success.