Cintell

APRIL 21, 2015

At its very basic level, a “persona” is a character. Personas in the world of music refer to an artist assuming a role that matches the music they sing (think Ziggy Stardust adopted by David Bowie). In psychology, a persona can refer to the mask or appearance one presents to the world. Do you know the difference?

Work Management 100

Work Management Buyer Personas Marketing Management Cross-Selling 100

Marketing Interactions

APRIL 21, 2017

I was interviewing a client’s customer a few days ago for a persona project and something he said made me stop and think. He also says he reads white papers, does his due diligence, looks for facts and data to back up company claims, and talks to vendors. Things like: We chose [the vendor] because they really seemed to “get” us.

Peer-to-peer 100

Peer-to-peer Lead Gen B2B Vendors 100

ANNUITAS

OCTOBER 8, 2015

However, there is a fundamental problem to this campaign or tactical approach – buyers do not stop buying just because the campaign has ended and they certainly do not pause their buying process while vendors plan to launch their next campaigns. always on” so that the buyer can engage with the vendor according to their preferred cadence.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Generation 100

ANNUITAS

JULY 28, 2015

*This post was first published in January 2015 via ANNUITAS.com. 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. Another key component of the buyer persona is understanding the buying process.

Buyer Personas 100

Buyer Personas Demand Generation Case Studies Barriers 100

Hubspot

JUNE 2, 2020

Do you know who your business's buyer personas are? Buyer personas are semi-fictional representations of your ideal customers based on data and research. Okay, so personas are really important to my business. Follow along with this guide and download these persona templates to simplify this process. Marketing Margie.

Buyer Personas 101

Buyer Personas Template Work Management Marketing Management 101

NuSpark Consulting

FEBRUARY 5, 2017

According to a 2015 report from Forrester Research, 83 percent of companies who tried using predictive analytics for insights had positive outcomes. ” What to Look for in a Vendor. Most predictive analytics vendors make use of multiple data points to help “feed” the models and forecast potential high-value accounts.

Account Based Marketing 100

Account Based Marketing Marketing Automation Services Marketing Management Top of Funnel 100

Seismic

AUGUST 25, 2019

The 2015 MHO Best Practices Study reveals that “having a strategy and knowing the right things to do [is] a huge differentiator between top performers and others” Sales Efficiency and Sales Effectiveness – What Do They Mean? How Can I Improve Sales Efficiency and Sales Effectiveness? Step 3: Optimize these activities.

Efficiency 72

Efficiency Effectiveness Enterprise Management Work Management 72

PathFactory

FEBRUARY 28, 2019

in 2015) to 6.8 (in To do this, marketers need a clear picture of personas across a buying committee. Create a content audit including personas and buying stages. This gives you a great birds-eye view of the buyer’s journey and if your content covers each persona at each stage and will also highlight any gaps.

Research 40

Research Psychographics Eye-Tracking Paid Search Agency 40

Marketing Insider Group

AUGUST 18, 2015

Now, in 2015, we are operating within a new age – the Age of the Customer , according to Forrester Research, one that has changed the expectation buyers have from vendors. One of the largest reasons buyer personas fail is that marketers consider them a temporary fix to a larger problem. What’s old is indeed new again.

Examples 100

Examples Paid Search Agency Companies Cross-Selling 100

Convince & Convert

FEBRUARY 1, 2016

2015 was the year of tracking and analyzing the buyer experience and mapping the customer journey. Using predictive analysis, big data offers the numbers to back up the personas and audiences for the content you’re publishing. Knowing Your Personas. The tool asks questions such as, “Does Jack search for vendors online?”

Top of Funnel 107

Top of Funnel Tips Digital Marketing Funnels Touchpoints 107

KoMarketing Associates

JULY 24, 2015

The fastest-spreading way to get a new persona out there is to update your brand’s colors, specifically in all media and collateral, like your logo, website, letterhead, and invoicing. Images via Pixabay; screenshots taken July 20, 2015. Fresh Colors and a New Logo.

B2B Marketing 120

B2B Marketing Work Management Marketing Management Brand Identity 120

Adobe Experience Cloud Blog

MARCH 6, 2017

In fact, because of these developments, investments in AI startups has risen in recent years—increasing from $145 million in 2011 to $681 million in 2015, according to CB Insights. Analyst Scott Brinker estimated that there were 3,874 marketing technology vendors in 43 different categories in January 2016—up from 947 vendors in 2014.

Marketing AI 134

Marketing AI Work Management Marketing Management Lead Ranking 134

Launch Marketing

FEBRUARY 2, 2018

Alert Logic had been working with Launch Marketing on a number of other projects and in 2015 made the decision to invest in marketing automation. This included customized templates, robust content, corresponding emails and integration with third party vendors like BrightTalk. The Results.

Marketing Automation Services 48

Marketing Automation Services Enterprise Management Work Management Marketing Management 48

Heinz Marketing

OCTOBER 12, 2020

I think that number one, outbound works because it’s taking a very specific targeted approach to having a vendor solution provider services based company that wants to land a specific logo or specific logos going forward. They would be better than their current vendor or current way of attacking a particular problem.

Top of Funnel 131

Top of Funnel Work Management Marketing Management Cold Calling 131

Adobe Experience Cloud Blog

APRIL 11, 2017

Your prospects are bombarded with pitches from different vendors. Since we adopted Marketo in 2015, we’ve been nurturing our leads with weekly emails that provide educational content. Since we adopted Marketo in 2015, we’ve been nurturing our leads with weekly emails that provide educational content.

Intent Data 129

Intent Data Intent Email Marketing Social Marketing 129

ViewPoint

MARCH 6, 2012

Many organizations understand the value of developing buyer personas to gain this insight. Yet, according to Tony Zambito—who originated the development of buyer personas in 2002—buyer personas are no longer enough. Joe Pulizzi, co-author of Get Content. Get Customers. Champion Content Marketing.

Buyer Personas 120

Buyer Personas Forrester Lead Ranking Peer-to-peer 120

Conversica

MAY 22, 2018

In 2015, all the schools surveyed responded to incoming prospective student leads; in other words, 0 percent did not respond. This research was conducted over a 22-day period, using different secret shopper personas to request contact from the companies surveyed.

Education 40

Education Research Sales Qualified Leads Gartner 40

Canadian Marketing Association

FEBRUARY 11, 2016

According to Content Marketing Institute's 2016 B2B Report , 76% of marketers have stated their organization will produce more content in 2016 than they had in 2015. You should validate the persona using available data such as talking to your customers, mining your own customer database, or conducting a market research study.

Business 48

Business Tips Word of Mouth Content 48

chiefmartech

APRIL 11, 2016

The following is a guest post by Bertrand Hazard of TrustRadius , who attended MarTech last month and interviewed a number of vendors exhibiting there about their perspective on “hot” categories within the marketing tech landscape. We surface new contacts that match your target persona.

Account Based Marketing 40

Account Based Marketing Ideal Customer Profiles Buzz Enterprise Management 40

Hubspot

APRIL 26, 2016

Consider these recent statistics about B2B buyers from a 2015 study by Think With Google : 89% of buyers use the internet during the B2B research process. Step 1: Define Your Personas. Before you dive into how your personas make buying decisions, you must first understand who they are. This is where buyer personas come in handy.

Buyer's Journey 28

Buyer's Journey Research Planning Buyer Personas 28

TrustRadius Marketing

AUGUST 21, 2018

This past March, Pew reported that 26% of American adults go online “almost constantly” up from 21% in 2015. Additionally, the share of “constant” internet users ages 50 to 64 has risen from 12% to 17% since 2015. B2B buyers are more likely to buy again from the same vendor if their mobile experience is positive.

Marketing Attribution 40

Marketing Attribution Ideal Customer Profiles B2B Mobile Advertising 40

Terminus

JANUARY 3, 2018

To this end, we launched our account-based advertising product in 2015 and started building #FlipMyFunnel , a thriving community around the practice of account-based marketing (ABM). But none of it would have been possible without the ability to see what was working and what was not.

Acquisitions 0

Acquisitions Account Based Marketing Multi-Touch Attribution Top of Funnel 0

Hubspot

DECEMBER 29, 2015

Instead, focus on using the specific language your marketing personas will use to research a problem that you can solve. Often, when this distinction isn’t understood, it leads to a less than stellar website because a vendor is hired who is good in one area and not the other. 3) Lack of understanding of how websites are created.

CMS Development 28

CMS Development Marketing Websites Work Management Marketing Management 28

Marketing Insider Group

DECEMBER 3, 2019

A LinkedIn report found that 78% of IT buyers need information and guidance to make decisions about their IT environment, and 67% are more likely to make a purchase from a vendor who educates them at each stage of the decision process. So educational, non-sales focused content is a vital part of your overall marketing strategy.

Enterprise Management 273

Enterprise Management Work Management Marketing Management Effectiveness 273

SmartBug Media

DECEMBER 17, 2019

The Buyer Persona(s). A buyer persona is a semi-fictional representation of your ideal customers. When you create your landing page, it’s important that it’s targeted to just one of your personas (if you have more than one). Select the few platforms where you know your personas are and promote heavily on those platforms.

Landing Pages 116

Landing Pages Marketing Automation Services Lead Ranking Marketing Qualified Leads 116

Heinz Marketing

AUGUST 20, 2018

Late in 2015 we started a show called Sales Pipeline Radio which runs live every Thursday at 11:30 a.m. There’s still personas of the people you’re going to want to engage with. But we all have experiences in previous roles as well, that that one persona, called the gate keeper. I can have the latest tools.”

Top of Funnel 41

Top of Funnel Enterprise Management Work Management Paid Search Agency 41

KEO Marketing

JANUARY 27, 2015

As we start to settle into 2015, we are excited and optimistic about the outlook for business to business (B2B) marketers this year. Emphasis on Engaging Content—and How Personas Can Help. Creating engaging content will become increasingly important, and personas will be a helpful tool in guiding that creative process.

Paid Content 48

Paid Content Inbound Marketing B2B Marketing Work Management 48

KoMarketing Associates

OCTOBER 27, 2015

The data: Two-thirds of today’s buyers rely more on content to research and make purchasing decisions than they did a year ago, according to Demand Gen’s “2015 Content Preferences Survey.” The data: According to our “2015 B2B Web Usability Report,” today’s B2B buyers really dislike distractions. B2B Buyers’ Time is Precious.

Peer-to-peer 120

Peer-to-peer B2B Word of Mouth Marketing Management 120

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

Hubspot

MAY 12, 2022

Yet it's worth the effort if you want to create a persona that attracts people to your inbox. This helps you stand out from competitors who don't maintain a strong persona or who present a vastly different one. No matter what they're buying, prospects know they can get a similar product or service from another vendor.

Personalization 95

Personalization Brand Identity Branding Peer-to-peer 95

Hubspot

JANUARY 3, 2018

A sales playbook is a document outlining your sales process; buyer personas; call scripts and agendas; sample emails; discovery, qualification, demo, and negotiation questions; proposal guidelines; and/or competitive intelligence guidelines. Buyer personas (a.k.a. What is a sales playbook? Second, a playbook frees up time for selling.

Ideal Customer Profiles 85

Ideal Customer Profiles Work Management Buyer Personas Marketing Management 85

chiefmartech

APRIL 19, 2017

Now since the rise of account-based marketing, hundreds of B2B software vendors have put a stake in the ground declaring their platforms can do ABM. With thousands of vendors in the #MarTech landscape , ABM helps to refine the ways in which B2B marketers use those tech tools to engage prospects, opportunities, and customers.

Account Based Marketing 43

Account Based Marketing Marketing Management Marketing Automation Services Ideal Customer Profiles 43

EveryoneSocial

FEBRUARY 26, 2018

Many companies have tried this approach in years past (often pushed in this direction by a vendor), only to find that (surprise!) Within your company I can guarantee you have all the personas most trusted by these modern day buyers: you have employees, you have peers of the buyers, and you have technical experts.

Paid Content 76

Paid Content Work Management Marketing Management Paid Search Agency 76

Kapost

FEBRUARY 28, 2017

The digital era has empowered buyers, and vendors must respond with a customer experience that is always delivering an optimally tailored message. This includes: → Channel: The channel with which they are interacting with the vendor (e.g. Persona: The personal profile of the customer contact (e.g. sales, blog). sales, blog).

Work Management 48

Work Management Marketing Management Planning Lead Ranking 48

Webbiquity

DECEMBER 30, 2014

Rebekah Radice offers a dozen tips for “creating compelling content that engages your audience and inspires them to share that content,” from analyzing competitors and knowing your ideal reader (starting with a customer persona) through sharing success stories, sharing newsworthy content, and building an email list.

Content Marketing 100

Content Marketing Planning Tips Paid Search Agency 100

SnapApp

NOVEMBER 2, 2017

MarketingSherpa found companies using buyer personas increased revenue by 171%. . So, how do you build targeted personas for your lead generation campaigns? . Here’s an example of a common B2C buyer persona: . . And now a B2B buyer persona for targeted lead generation: . . We’re already at a point where more than 3.5

Top of Funnel 96

Top of Funnel Sales Management Lead Scoring Lead Ranking 96

Onalytica B2B

JULY 16, 2018

There were 66 seminar sessions across 8 topic streams from the leading names and influencers in the B2B space providing new, innovative and inspiring ideas, as well as the exhibition space featuring leading edge B2B suppliers and vendor brands plus the Tech Playground. ” – Answer 50%. ” – Answer 1000%.

Top of Funnel 129

Top of Funnel Lead Ranking B2B Work Management 129