It includes information such as their background, daily activities, current pain points, and what’s important to them. Having this information is important because it’s the first step increasing communications effectiveness, and laying a foundation on how to develop content that moves them along the buying cycle. It’s all well and good to understand the buyer persona, but having profile information only paints part of the picture. At this point, you may be saying, “That’s all well and good, but how do I get that information? You don’t know the buyer JACK”! MORE >>

Even though the information for the buyer is plentiful, we at The Annuitas Group are still constantly being asked to provide insight on what’s actually going on in the market.  In our last post , we introduced a list of 9 things marketers need from marketing automation vendors and consultants.  We came up with this list to help make sense of “the noise” being generated by software vendors and service providers in the space (yes, we are one of those providers).  Hence, the list. Our first four things that marketers need from us are…. More education beyond the technology. Drywall. MORE >>

Where do they go to get the information and knowledge they need? The Honda Corporation recently aired a new commercial touting their new 2013 Honda Accord.  The theme of the commercial is “We Know You”.  Throughout the commercial, the narrator discusses all the things they know about their drivers – you are tired, frustrated, need to work, have relationships, need to let loose, etc. The commercial speaks to us. No matter what our frame of mind, Honda knows us and can relate to us.  The fact that Honda knows us so well is what led them to design a car built for who else, but us!  Genius! MORE >>

Need more information on how to get better with deliverability? Getting to the inbox means at least you have a chance at driving revenue. However, most marketers don’t think about email deliverability and what that means to the ROI of their demand generation programs when creating them. The reality is that the best content or coolest offer in the world can’t be effective if the email containing the content is never received.  . What does deliverability mean for a B2B marketers? Simply put, it’s a way to measure if the email was accepted by the mail server. Segment by target audience. MORE >>

They’re looking for valuable information that will help them become more efficient and better at their jobs. At the top of the funnel, it no longer works to interrupt or distract buyers from consuming information that’s valuable to them (click-through rates for online ads are at an all-time low). Instead, companies can attract the right leads to their content and then ultimately to their website by creating informative, digestible and buyer-centric content. The B2B buyer’s journey has changed. Enter content marketing. . Content then fuels lead nurturing. MORE >>