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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

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.

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.

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.

The Marketer's Guide to Developing a Strong Corporate and Brand Identity

Hubspot

For more tips about brand identity development, download our free branding guide here. The Steps to Corporate Identity Design & Development. When developing your vision, keep these questions in mind: What are your most important products and services? What products and services will you never offer? Step 5: Position or Value Proposition. Why's that?

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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. 

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).

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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.

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.

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.

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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.

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%

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.

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?

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.

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.

Introducing AccountView by DiscoverOrg

DiscoverOrg

But, to get it right, sales & marketing professionals must first understand the profile of their best and most valuable customers, develop an ideal customer profile (ICP), and use it as a pattern for identifying target prospects. Compare a competitor’s customer profile to your own and determine ways to improve your product, messaging, or positioning. AccountView provides the ability to drill into specific segments by clicking on chart bars, wedges, or listed values. common practice is to select the segments where the most companies reside. Now there is!

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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. 

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.

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.

4 Actionable Insights from Google Search Console Search Analytics Reports

KoMarketing Associates

recommend further filtering the default report to show impressions, CTR, and average position, as well as clicks to the website. would recommend evaluating this for primary brand names as well as key product names and sub-brands. Why is the average position for branded traffic so low (11.3)? What What specific keywords are having such a positive impact? Final Thoughts.

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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.,

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.

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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.

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 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.

How A CMO Uses Storytelling To Engage Audiences

It's All About Revenue

At Peaksware he is responsible for marketing eight different product lines across three primary markets: strength & conditioning, endurance sports and music education. Duerksen : Storytelling is core to our overall marketing strategy in that we position each brand as an educational resource for our customers. Jeremy Duerksen is CMO at Peaksware. Want to hear more from Jeremy.

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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.

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.

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.