Remove differences persona work

Marketing Interactions

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Why You Need to Revisit B2B Buyer Personas and ICPs

Marketing Interactions

As the market shifts, much of what you thought was true about your buyer personas and ICPs may be different. What worked yesterday may not work today. A Few Reasons an Update to Buyer Personas is Wise. How to Refresh Your Buyer Personas. This change may be in degrees. Your buyers and customers are not.

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How Many B2B Buyer Personas Do You Need?

Marketing Interactions

One of the first things potential clients say to me is something along the lines of how many buyer personas they think they need to create. The average is three to five B2B buyer personas. Which B2B buyer personas, when engaged, will help marketers drive contribution to revenues? Which B2B Buyer Personas Should You Build?

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Use B2B Buyer Personas to Gain Consensus on Objectives

Marketing Interactions

By gathering and applying in-depth buyer intelligence with buyer personas, you can mitigate non-consensus due to differing objectives that stall deals and escalate regret. I think of them as Organizational Personas. This said I take issue with tossing aside buyer personas in favor of ETAs. That sounds easy, right?

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Current B2B Content Marketing Challenges to Beat

Marketing Interactions

But, interpreting this another way, it may mean that B2B content marketers are not able to create content that’s relevant for each of the different roles – rather than one asset to address all at once. This is usually the case I find in the work I do with my clients. Communication is a critical part of getting work done.

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Buyer Context is the Key to Engagement

Marketing Interactions

Instead, when you understand where your buyers are, you can create a shift that helps them start to see things a bit differently, because what you’re saying is based on a “truth” that already exists for them. Small shifts based on what your buyer already sees to help them see it a bit differently. Asking for big swings doesn’t work.

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B2B Marketers Go for a Win with Customer Retention

Marketing Interactions

The psychology is different. Who you’re talking to may be different. If not, have you built those personas? Remember that knowledge is different from understanding. Given the programs I’ve worked on recently, here are two ideas to get you started thinking about and strategizing your retention programs.

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How to Apply a B2B Buyer Persona to Your Content Marketing Strategy

Marketing Interactions

In a previous post, I shared a four-step process for creating in-depth B2B buyer personas. In this post, I’ll discuss how the details of a buyer persona inform a content marketing strategy. With the wealth of information gained during the process of determining buyer personas, you can now create the nine components for each persona.