ANNUITAS

JULY 20, 2021

The truth is that you can never create enough content to address the infinite iterations of personas and their buying stages. Because most tactical marketing strategies segment their personas demographically with an emphasis on job title. Addressing the different needs of different personas by buying stage.

Top of Funnel 147

Top of Funnel Campaigns Enterprise Management Work Management 147

ANNUITAS

NOVEMBER 22, 2023

Site visitors can access more personalized content, answers and other resources based on how the AI identifies them in terms of persona and where they are in the customer journey stage. Drift’s new product innovations fall into three, distinct new feature sets: Site Concierge creates a new type of self-service environment.

Ideal Customer Profiles 130

Ideal Customer Profiles Positioning Marketing Analytics Tools Lead Ranking 130

ANNUITAS

AUGUST 21, 2023

And many organizations with sophisticated approaches to CX leverage thoughtful persona and customer story work to fully visualize opportunities and challenges related to CX. And this is all worthwhile… to optimize the customer’s experience with your product or service. DX covers the journeys and interactions that CX misses.

Marketing Analytics Tools 130

Marketing Analytics Tools Demand Optimization Work Management 130

ANNUITAS

OCTOBER 26, 2018

If your end-goal is to build an automated, perpetual engine that serves up relevant content based on a specific role or persona and their place in the buyer’s journey, you’ll need a well-designed strategy with inputs from stakeholders across your organization. Developing a “perpetual” demand generation program is no small undertaking.

Demand Generation 199

Demand Generation Demand Generation Lead Ranking 199

ANNUITAS

AUGUST 30, 2018

As we were going through a refresh of our targeted personas, we noticed an increase in engagement with leadership roles that have revenue responsibility (sales leaders, business unit leaders, and even CEOs). Frustrations with Demand Generation. Why is marketing hitting their targets while revenue is not growing as expected?

CMO 197

CMO Demand Generation Agencies Demand Generation Top of Funnel 197

ANNUITAS

DECEMBER 20, 2018

When a lead visits a website, content will be served up based on their persona, position in the buying journey, and projected solution areas of interest. Marketers will need to improve top-of-funnel targeting with more specific personas, more customized content, and more thoughtful engagement channel investment.

Demand Generation 140

Demand Generation Account Based Marketing Demand Marketing AI 140

ANNUITAS

OCTOBER 1, 2020

You have built target personas and target account lists, but you struggle to actually engage with contacts in those personas, at those companies. It is a rare case that ANNUITAS engages with a company that does not have persona definitions built out. The same thing occurs with so-called ‘account-based’ approaches.

Work Management 162

Work Management Demand Marketing Management Marketing Automation Services 162

ANNUITAS

FEBRUARY 28, 2022

It’s no longer enough to build customer personas, map out ideal journeys, and build end-to-end content. This is done by taking all of your aggregate personas and buying segments, then grouping them together based on behavioral signals and needs like pain points or motivations. Five steps to building a better experience via ABM.

Account Based Marketing 147

Account Based Marketing ABM Ideal Customer Profiles Ad Building 147

ANNUITAS

SEPTEMBER 28, 2022

This approach has several benefits: Rational, scalable basis for segmentation: Too often, marketing and strategy stakeholders become overwhelmed in trying to ensure that ‘every persona’ – and by ‘persona’ they mean individual title – is defined and addressed in marketing and sales programs.

Ideal Customer Profiles 130

Ideal Customer Profiles Enterprise Management Marketing Analytics Tools Work Management 130

ANNUITAS

APRIL 29, 2021

You’ve done segmentation and persona work. Go-to-market strategies have an Achilles heel. Consider this challenge: You have a clear idea of who you want to target. You have a coherent account-based strategy. You have done (some) customer journey work. You (may have even) evolved your content to better support that journey.

Planning 130

Planning Top of Funnel Paid Search Agency Cold Calling 130

ANNUITAS

AUGUST 4, 2020

They have built personas and they have detailed product marketing plans. We also need to differentiate these insights. Many organizations believe they know their buyer well. In fact, 58% of content marketers said audience relevance was the largest contributor to success.

Planning 147

Planning Marketing Plans Demand Peer-to-peer 147

ANNUITAS

JULY 28, 2015

In it, the use of buyer personas was explored and surprisingly only 44% of enterprise B2B organizations use buyer personas as part of their Demand Generation planning. Demographic information is critical for most marketers using buyer personas according to the ANNUITAS research. Include the Buyers.

Buyer Personas 100

Buyer Personas Demand Generation Case Studies Barriers 100

ANNUITAS

OCTOBER 27, 2023

Salesforce’s longer-term vision, however, is strategic — with the company eyeing a model where AI powers a more seamless, multi-channel (and multi-persona), full journey orchestration of customer engagement. Compliance and auditability are an early concern, but the pros may outweigh potential cons in this case.

Marketing AI 130

Marketing AI Marketing Analytics Tools Enterprise Management Marketing Automation Services 130

ANNUITAS

JUNE 8, 2017

While some marketers may use the term to refer to a series of “drip” emails that a group of leads receive in a row, it can also be used to describe a perpetual engine serving up relevant content based on a lead’s persona and their place in their buyer’s journey.

Ad Building 153

Ad Building Buyer Personas Marketing Automation Services Top of Funnel 153

ANNUITAS

JANUARY 27, 2015

In it, the use of buyer personas was explored and surprisingly only 44% of enterprise B2B organizations use buyer personas as part of their Demand Generation planning. Demographic information is critical for most marketers using buyer personas according to the ANNUITAS research. Include the Buyers.

Buyer Personas 100

Buyer Personas Demand Generation B2B Sales Case Studies 100

ANNUITAS

AUGUST 19, 2022

Rather, alignment should be about driving collaboration and adaptation to customer information and support needs, pre- and post-sale, and this requires orientation around customer stages, segmented by core personas. Nurturing Holistically – Cross-Channel, Cross-Team and Cross-Buying Stage.

Lead Ranking 130

Lead Ranking Paid Search Agency SIC Research 130

ANNUITAS

OCTOBER 27, 2015

Revitalize Your Buyer Personas for Real-World Results -. Marketers know they need to develop buyer personas and most have them. Did buying committees factor into your persona development? If not, it’s time to update the personas or you may be missing out on connecting with your buyers. But when were they last updated?

Buyer Personas 100

Buyer Personas B2B Press Public Relations 100

ANNUITAS

JANUARY 19, 2022

If you haven’t already, start by understanding the personas you target and the buying stages that each persona will move through. Giving your buyers the option to guide their own path to purchase requires meeting their needs at every stage of the buying journey. If you don’t know what their needs are, just ask.

Sales Management 130

Sales Management Lead Ranking Work Management Marketing Management 130

ANNUITAS

MARCH 22, 2016

Last week’s Saint Patrick’s Day in Boston kicked off with a power breakfast event hosted by Aberdeen Group with marketers sharing thoughts and best practices on everything from persona development to change management. Use buyer profile and buyer persona information to develop content.” David Cunningham. Mathew Sweezey. Samantha Stone.

B2B Marketing 100

B2B Marketing B2B Buyer Personas Ideal Customer Profiles 100

ANNUITAS

NOVEMBER 25, 2014

percent of enterprise marketers utilize buyer personas when planning Demand Generation programs and activities. If less than half of marketers use buyer personas when planning…no wonder marketers feel their programs and efforts are ineffective in Demand Generation. What will make your content stand out?

Planning 100

Planning Buyer Personas Effectiveness Content Marketing 100

ANNUITAS

JANUARY 13, 2015

The study found “less than half of B2B enterprise organizations use buyer personas as part of their demand generation planning stages. Buyer personas drive your content plan as well as the tactics you choose to engage them and an understanding at what point they become a Marketing Qualified Lead (MQL) and are ready to speak with sales.

Marketing Qualified Leads 100

Marketing Qualified Leads Lead Ranking Buyer Personas Demand Generation Agencies 100

ANNUITAS

AUGUST 4, 2015

A Content Map plots your buyer personas against your buyer journey for their information needs at each stage. A general representation of this concept is below: Of course, the first step is to understand your buyer journey and the personas involved. What their information needs are at each stage. Where they get this information.

Content Marketing 100

Content Marketing Buyer Personas Buying Cycle Demand Generation 100

ANNUITAS

JANUARY 25, 2022

With interests and roles identified, you can begin to develop content that speaks to each persona in the cohort. Personalize conversations based on personas. From there, you can make sure your conversation tracks serve the right content to the right stakeholders at the right time. Don’t forget consensus building here.

Enterprise Management 130

Enterprise Management Buy Work Management Marketing Management 130

ANNUITAS

MARCH 19, 2013

Yes, a lot has been written lately on the use of buyer personas, or how content marketing “starts with the buyer, or the importance of mapping the buyer journey. This question is addressing the idea of personas, or profiles. What is a persona? At some point, this persona is going to begin the buying process.

Buyer Personas 100

Buyer Personas Buying Cycle Forrester Buyer's Journey 100

ANNUITAS

OCTOBER 8, 2015

Design content for every buyer persona: According to our 2015 study, only 34.9% of B2B marketing organizations design content specifically for each persona that is on the buying committee. By not developing content for each persona, organizations are cheapening their demand generation efforts and reducing the effectiveness.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Generation 100

ANNUITAS

JUNE 24, 2014

What are the various personas who are involved in the buying process at your ideal customer? In the March 31, 2014 blog post by Tony Zambito, he shares his view on why CMOs should care about buyer insight and buyer personas. How to integrate events into a Demand Generation Strategy? Ideal Buyer Profile: Know your ideal customers.

Demand Generation 100

Demand Generation Demand Ideal Customer Profiles Buyer Personas 100

ANNUITAS

JULY 19, 2016

A previous article provided tips on how to make sure you’re gathering the right inputs for building personas. For example, if a persona really prefers white papers to dig deep into technical topics, don’t abandon the format because it isn’t what all the cool kids are doing. Listen to format clues. Channels and Buying Function-.

Demand Generation 100

Demand Generation Demand Top of Funnel Generation 100

ANNUITAS

NOVEMBER 5, 2020

By tracking if a lead has sustained engagement, if they are the right persona from the right type of company, and if they have signaled lower funnel behavior, you can build a comprehensive scoring model that weights each interaction and moves the lead through different lead qualification stages.

Top of Funnel 147

Top of Funnel Lead Ranking Sales Qualified Leads Lead Scoring 147

ANNUITAS

FEBRUARY 24, 2023

You’ve done segmentation and persona work. The hypothesis is strong … yet the go-to-market falls apart in execution. I noted in a previous blog post : You have a clear idea of who you want to target. You have a coherent account-based strategy. You have done (some) customer journey work.

Planning 130

Planning Paid Search Agency Marketing & Strategy Act-On 130

ANNUITAS

APRIL 7, 2021

They have built personas and conducted market research. Those that are driving growth, more often than not, are doing so simply because they have a compelling product or service, not because they have a game-changing go-to-market approach. Don’t get me wrong, many companies have a very clear view of their target customer.

Peer-to-peer 130

Peer-to-peer Demand Digital Transformation Act-On 130

ANNUITAS

FEBRUARY 27, 2014

Without an understanding of the external market and buyer personas, any tactical approach will fail. Blog B2B Marketing Buyer persona Demand Generation Strategy demand strategy drip campaign marketing automation' Avoiding these tendencies is central to developing a true Demand Strategy.

Demand 100

Demand Webinar Metrics Buyer Personas Marketing & Strategy 100

ANNUITAS

OCTOBER 17, 2014

Develop Buyer Personas. Take the time to develop detailed buyer personas for each market you’re operating in. These buyer personas should include details like language, cultural perspective, daily digital routine, needs, and priorities. Use these personas to tailor your content accordingly.

Practices 100

Practices Buyer Personas Multi-Channel Best Practices 100

ANNUITAS

OCTOBER 29, 2013

Blog Buyer persona marketing automation master exclue progressive profiling Strategic Demand Generation' The master exclude functionality in marketing automation is like the find and replace feature in Microsoft Word.

Marketing Automation 100

Marketing Automation Automation Buyer Personas Demand Generation 100

ANNUITAS

JANUARY 20, 2015

If you’ve taken the time to develop buyer personas, then you are already a step ahead of your peers. However, if those personas have been built heavily on job title and job function, or worse yet, BANT criteria, then you are missing out on key insights that can connect you to your customers across their entire buying process.

Top of Funnel 100

Top of Funnel Lead Ranking Demand Generation Agencies Demand Generation 100

ANNUITAS

APRIL 14, 2016

Typically, it is a buying committee and not a single buyer in B2B but many companies cram every different persona into the same nurture, regardless of differences in priorities and pains across that committee. Another huge mistake is creating only one nurture, and then assuming that every member of the buying committee will respond to it.

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Sales Qualified Leads 100

ANNUITAS

NOVEMBER 6, 2012

A few weeks ago I was leading a workshop on Lead Nurturing, which included the concept of buyer personas and defining the buying path for each individual persona. Don’t you need to define one buyer’s journey for the persona and just align the content to that?” One attendee asked, “Why would you need separate buying journeys?

Purchase 100

Purchase Buying Cycle Buyer Personas Demand Generation 100

ANNUITAS

MARCH 26, 2013

Blog B2B Marketing Buyer persona buyer-centric content content marketing Demand Generation' I was lucky enough to catch up with Joe Pulizzi, author, speaker and founder of the Content Marketing Institute.

Buyer Personas 100

Buyer Personas Content Marketing Demand Generation Content 100