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Marketing Interactions

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Create B2B Buyer Personas that Inform Content Marketing Strategy

Marketing Interactions

One of the key foundational elements to a content marketing strategy is a buyer persona. Yet merely 57% of B2B marketers say they have a deep understanding of the buyer personas included in their strategy. A B2B Buyer Persona is a Functional Tool—Not a Poster with a Few Platitudes. 4 Steps to Developing a Buyer Persona.

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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.

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Use Questions as Your Framework for B2B Buyer Enablement

Marketing Interactions

But it’s surprising how few marketers use questions as a tool and framework to achieve goals, including: Gaining awareness from specific personas, segments. In the customer interviews you conduct to build personas. In the comments on social media posts. Or these questions are in the framework for another persona.

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Why B2B Marketers are Critical to Revenue Operations

Marketing Interactions

Marketers produce or oversee/govern much of the content used across the customer continuum, including for brand awareness, demand generation, ABM, sales outreach and follow-up, customer engagement, social media, events, advocacy programs, and more. Why B2B Marketers are Well Placed to Play a Pivotal Role.

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B2B Brand Marketing & Demand Gen: Better Together

Marketing Interactions

I’d argue that social media and search play a big role in fame, as do buyer-driven stories that fall more in the traditional realm of demand. They may not fit your persona today, but it’s likely they may in four years when the next cycle comes around. Fame plays a role across the entire continuum, not just up front.

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Why Buyer-Driven Qualification Beats BANT

Marketing Interactions

In many of the persona interviews I’ve done over the last few years, many buying decisions had no pre-existing, approved budget. This is what well-built personas bring to the table. The buyer had to find the money, or give up some other line item, to solve an unforeseen problem. They can differ…substantially.

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Achieving Maturity with Content Operations

Marketing Interactions

Then social media came along, and you could draw an audience to your company’s content outside of those you knew in your database. Email marketing was a thing, but back then we were all pretty much broadcasting about our products and how great our companies were. It didn’t take much to attract a crowd. The Evolution of Content.