Cintell

AUGUST 6, 2019

Customers are not monolithic. There are high-value customers, low-value ones, and plenty who fall in the middle. But they all matter for businesses that want to make the most out of them. That’s the message in a new book by Wharton marketing professor Peter Fader and Sarah Toms, executive director and co-founder of Wharton Interactive. The Customer Centricity Playbook: Implement a Winning Strategy Driven by Customer Lifetime Value offers a true playbook for companies of all sizes that want to cr

Interactive Marketing 156

Interactive Marketing Marketing Strategy Marketing & Strategy Paid Search Agency 156

Cintell

OCTOBER 23, 2017

In business, it’s important to know who your primary audience is – if you don’t know who you’re marketing and selling to, it’s going to be tough to make a sale. Of course, you have a general idea of who you’re trying to sell your products to, but do you truly understand these people? How are they similar? Different? There are likely many different subsets within your overall audience who have unique needs and buy your product for various reasons.

Buyer Personas 166

Buyer Personas Ad Building Ideal Customer Profiles Marketing Analytics Tools 166

Cintell

JULY 9, 2018

It is a simple truth that businesses thrive when their customers want them to. In a time where stories of good or bad customer experiences can spread like wildfire, being a consumer-centric business is not option. Customers want businesses to cater to their needs, and go to great lengths to support business they feel do this successfully. Every interaction a customer has with a business shapes their relationship with it, down to the smallest personal interactions with company representatives.

Act-On 156

Act-On Course Positioning Features 156

Cintell

NOVEMBER 30, 2018

Building out buyer personas might not be the first step that comes to mind when starting a business, but understanding your customer base is crucial to success. Often this exercise boils down to demographics like age, gender, and income, but those things only tells you who your customer is, not how they think. If you want to dig a little deeper into what makes your customers tick, considering building your buyer personas with their personalities in mind.

Buyer Personas 126

Buyer Personas Personalization Demographics Spending 126

Cintell

DECEMBER 19, 2018

B2B Marketing Leaders, Can You Brief Your Consultants on Your Buyers? You hire specialists. But no matter how good they are at their jobs, you still have to brief them on your project. In my roles over the past several years, whether consulting solo or working alongside other talented agencies, one challenge has been a constant: our clients struggle to brief us on their customers.

Consulting 120

Consulting Demand Generation Agencies Top of Funnel Buyer Personas 120

Cintell

DECEMBER 20, 2018

Cintell and Salutary Data have formed a partnership to provide a broad array of B2B data and services designed to help businesses understand their existing customers better and fill the sales pipeline with leads that convert into new customers at a higher rate. These offerings are based on the customer intelligence created by Cintell platform, help identify best prospects and fill data gaps to deliver an optimum buying journey.

High Quality Lead 107

High Quality Lead Marketing Automation Services Aggregators Curation 107

Cintell

FEBRUARY 6, 2019

WEBINAR. B2C is lightyears ahead of B2B when it comes to customer intelligence. B2B companies who take the initiative to cultivate a deep understanding of their buyers will have the competitive advantage in 2019 and beyond.

B2B 136

B2B Webinar Metrics Companies 136

Cintell

FEBRUARY 7, 2019

Cintell and the Customer Intelligence Institute today announced their partnership aimed at providing greater customer intelligence for building stronger customer relationships. The Cintell, Customer Intelligence Institute partnership will focus on targeting buyer persona strategies to increase sales and improve marketing driven campaigns. “The Customer Intelligence Institute’s approach to customer research fits perfectly with our mission and vision.” says Terry Suppers, Chief Customer Officer, C

Advertising Agencies 100

Advertising Agencies Buyer Personas Paid Search Agency Companies 100

Cintell

FEBRUARY 18, 2019

Customers are not monolithic. There are high-value customers, low-value ones, and plenty who fall in the middle. But they all matter for businesses that want to make the most out of them. That’s the message in a new book by Wharton marketing professor Peter Fader and Sarah Toms, executive director and co-founder of Wharton Interactive. The Customer Centricity Playbook: Implement a Winning Strategy Driven by Customer Lifetime Value offers a true playbook for companies of all sizes that want

Interactive Marketing 126

Interactive Marketing Marketing Strategy Marketing & Strategy Paid Search Agency 126

Cintell

APRIL 30, 2019

The key to commercial success, whether digitally or traditionally, is to find the right customer at the right time in the right place and present them the right content. Another more common way to think of it is solving for who, what, where and when. This has become a whole lot easier in the digital age with access to big data to inform us and provide guiding insights across a customer’s journey.

Ideal Customer Profiles 181

Ideal Customer Profiles Buyer Personas Social Networks Curation 181

Cintell

JULY 3, 2018

Every B2B technology business wants to be focused on the customer, from marketing efforts to product innovation. Part of customer-centricity involves truly connecting with prospects before they become customers. But according to a recent report from TrustRadius , many vendors fall short in this arena. The 2018 B2B Buying Disconnect Report highlights the difference between how B2B technology buyers and vendors view the purchase process.

Buy 172

Buy B2B Vendors Transparency 172

Cintell

APRIL 7, 2016

Our friends at NetProspex (a D&B company) have published the 2016 Marketing Data Benchmark Report, a tradition that lives on from when both Apparao and myself worked at the organization in the past. The report is an analysis of a massive annual study that surveyed 695 million records in B2B companies’ databases and spoke with more than 500 marketers to assess the state of data driven marketing and data quality.

Buyer Personas 100

Buyer Personas Paid Search Agency Planning Eloqua 100

Cintell

MARCH 14, 2016

Part 1 of 2: The Confluence of Buyer Personas and Company Personas (look for part 2 coming soon with our partners at HG Data). The idea of creating buyer personas has long been used by marketers to create a human profile of our buyers. We’ve grown to understand the buyer beyond their job title which allows us to focus instead on the personality, motivations, authority, responsibilities, priorities and other attributes that comprise buyer personas.

Planning 100

Planning Paid Search Agency Marketing Plans Buyer Personas 100

Cintell

MARCH 10, 2016

We’ve all been there. You’re about to present to your board/boss/someone about the budget you need for next year, and a big part of that is persona development, maintenance, or persona management technology. You know deep down that personas lead to more EMPATHY in your organization, and are a vehicle for customer-centricity as your team members internalize the challenges and problems faced by your customers.

Lead Scoring 100

Lead Scoring Lead Ranking Top of Funnel Sales Qualified Leads 100

Cintell

MARCH 3, 2016

Last week was a big week. It was not only my birthday (hello fellow Pisces!), but it was also the week of our most recent live webinar event on B2B Personas. I spoke alongside David Pereira, President of GET LIFT Agency and Pat McAnally, Research Director at B2B sales and marketing advisory firm SiriusDecisions. Happy Birthday to me! B2B Personas: The How, the Why, and the What Next?

Demand Generation Agencies 100

Demand Generation Agencies Webinar Metrics Demand Sales Qualified Leads 100

Cintell

FEBRUARY 24, 2016

In a recent study we read, the role of marketing is changing to become the chief advocate for customers. In fact, the #1 priority of B2B marketers in 2016 will be “understanding buyers,” according to a recent survey from the IT Sales and Marketing Association. In today’s world of empowered buyers, the marketers who are getting it done are those who understand their buyers best.

Planning 100

Planning Paid Search Agency Cross-Selling Buyer Personas 100

Cintell

FEBRUARY 15, 2016

In a recent study we read, the role of marketing is changing to become the chief advocate for customers. In fact, the #1 priority of B2B marketers in 2016 will be “understanding buyers,” according to a recent survey from the IT Sales and Marketing Association. In today’s world of empowered buyers, the marketers who are getting it done are those who understand their buyers best.

Buyer Personas 100

Buyer Personas Buyer's Journey Marketing Qualified Leads Lead Ranking 100

Cintell

FEBRUARY 10, 2016

Reporting live from sunny, chilly Waltham, MA where 50+ B2B marketers sit rapt as SiriusDecisions Research Directors Pat McAnally and Christina McKeon walk through the challenges, goals, and best practices of operationalizing buyer personas. Top Challenges Related to Buyer Personas. The room was polled for their top priorities related to personas, and many common themes emerged: “We’ve got personas and are interested in learning how to operationalize personas with sales” “

Buyer Personas 100

Buyer Personas Advertising Agencies Paid Search Agency Webinar Metrics 100

Cintell

FEBRUARY 9, 2016

If you haven’t read the Understanding B2B Buyers 2016 Benchmark Study, you may not know that companies who exceed revenue and lead goals are more effective at creating, using, and consistently maintaining personas than those who miss their targets. (Or maybe you knew that already, because organizations from SiriusDecisions to Aberdeen Group to Forrester have all studied, at length, the impact and importance of buyer personas to fostering and achieving customer-centricity in marketing organizatio

Buyer Personas 100

Buyer Personas Paid Search Agency Demand Generation Agencies Optimization 100

Cintell

FEBRUARY 8, 2016

Guest post from Samantha Stone, Founder of the Marketing Advisory Network. Garnering buyer insights remains one of the most difficult jobs for modern day marketers. Yet, there is ample evidence that investing in persona research is well worth the effort. 71% of companies who exceed revenue and lead goals have documented personas vs. 37% who simply meet goals and 26% who miss them Source: Understanding B2B Buyers 2016 Benchmark Study.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads Allocation Optimization 100

Cintell

JANUARY 27, 2016

You Built Personas, Now What? Creating buyer personas is only half the battle. If your personas are wasting away at the bottom of a desk drawer, gathering dust up on the wall of your office, or sitting ignored on the company intranet, it’s time to reimagine their potential. In a recent B2B marketing benchmark study we conducted, the majority of high-performing organizations used personas to guide messaging and tone of voice.

Demand Generation Agencies 100

Demand Generation Agencies Lead Ranking Paid Search Agency Ideal Customer Profiles 100

Cintell

JANUARY 27, 2016

Using Buyer Personas to Accelerate the Sales Process. So your marketing team created buyer personas. Are they wasting away at the bottom of a desk drawer, gathering dust up on the wall of your office, or sitting ignored on the company intranet? It’s time to reimagine their potential to help you close more deals, faster. Personas can be INCREDIBLY useful tools to train sales staff, drive more profitable conversations, decrease sales cycles, and improve the relationship between marketing and sales

Buyer Personas 100

Buyer Personas Cross-Selling Sales Cycle Training 100

Cintell

DECEMBER 28, 2015

In a recent study we read, the role of marketing is changing to become the chief advocate for customers. In fact, the #1 priority of B2B marketers in 2016 will be “understanding buyers,” according to a recent survey from the IT Sales and Marketing Association. In today’s world of empowered buyers, the marketers who are getting it done are those who understand their buyers best.

Buyer Personas 100

Buyer Personas Paid Search Agency Marketing Prospects Landing Pages 100

Cintell

DECEMBER 11, 2015

My first trip to Phoenixville, PA taught me it’s a beautiful place, filled with surprisingly delightful cafes and a vibrant community of B2B marketers. The good folks at B2B marketing agency Godfrey and the local chapter of the Business Marketing Association invited me to present at the annual FWD:B2B conference a few weeks ago. I happily took the opportunity to cover the fast-changing world of customer intelligence.

Video Marketing 100

Video Marketing Buyer Personas B2B Conference 100

Cintell

DECEMBER 4, 2015

What’s in a name? that which we call a rose. By any other name would smell as sweet; One habit I find fascinating in the world of buyer personas is the model and naming convention that has become a standard part of the practice. The alliteration of “Sam the Safety Engineer,” “Molly the Marketer” or “Dave the Decision Maker” gets the English nerd in me all riled up.

Buyer Personas 100

Buyer Personas Lead Ranking Trigger Marketing Lead Scoring 100

Cintell

DECEMBER 1, 2015

Marketing has become an all-encompassing force in our society, one that we spend billions on annually. But marketing, as an industry, has failed consumers because companies remain the center of their own universes. In this talk, Cintell co-founder and CMO Katie Martell looks back at the origin of the profession, revealing the role of propaganda, psychology, and mass-production in forming the modern marketing industry.

Paid Search Agency 100

Paid Search Agency Banner Ads Press Marketing Proposals 100

Cintell

NOVEMBER 25, 2015

We just arrived back in Boston from the inaugural SiriusDecisions Technoloy Exchange , an event dedicated to solving some of the complexities around the most central component to today’s function of business-to-business marketing – meeting and managing the demands that technology places on our jobs. Some at the event wondered if a whole conference dedicated to technology was really necessary – after all, they said, isn’t nearly everything we do as marketers driven by technology these days?

Marketing Management 100

Marketing Management Buyer Personas Blast Campaigns Buzz 100

Cintell

NOVEMBER 11, 2015

People, it’s time to get real about buyer persona research. Buyer persona interviews are the most important – and often the most daunting – part of creating actionable, in-depth personas. The light at the end of the tunnel is critical voice-of-customer insights that help organizations to remove bias, identify the problems faced by their buying audiences, and make more relevant decisions in marketing, sales, and throughout the business.

Peer-to-peer 100

Peer-to-peer Buyer Personas Class Trigger Marketing 100

Cintell

NOVEMBER 9, 2015

In a recent study we read, the role of marketing is changing to become the chief advocate for customers. In fact, the #1 priority of B2B marketers in 2016 will be “understanding buyers,” according to a recent survey from the IT Sales and Marketing Association. In today’s world of empowered buyers, the marketers who are getting it done are those who understand their buyers best.

Ideal Customer Profiles 100

Ideal Customer Profiles Buyer Personas Peer-to-peer Public Relations 100

Cintell

OCTOBER 29, 2015

This year’s MarketingProfs B2B Forum was the biggest yet – attracting hundreds of B2B marketers to our hometown of Boston and defending it’s unofficial reputation as the only B2B marketing conference driven as much by glitter and selfie sticks as much as it is by high-quality content and fantastic speakers. Here are our top four moments: 1.

Buyer Personas 100

Buyer Personas B2B Emarketing Best Practices 100

Cintell

FEBRUARY 25, 2015

There’s plenty of fervor around the need for buyer personas; so why do some fail to deliver real value? From where I sit, we have entered a new phase in the evolution of buyer persona maturity in marketing– or maybe this has been the phase we’ve been stuck in ever since the phrase “buyer persona” was first coined years ago, first in the design movements of the 90’s, and later into marketing and sales.

Buyer Personas 100

Buyer Personas Ideal Customer Profiles Demographics Marketing Automation Services 100

Cintell

MARCH 18, 2015

So… what should you include in a buyer persona? Check out the new infographic inspired by our eBook, The Intelligent Guide to Buyer Personas. Note: I used Piktochart to create this gorgeous infographic for free. I can’t recommend them highly enough!

Buyer Personas 100

Buyer Personas Practices Best Practices 100

Cintell

MARCH 20, 2015

Helping companies to understand their buyers has become an industry in and of itself – one that is growing in both size and importance. In 2016 B2B marketers predict that understanding buyers will be their #1 job responsibility – and for good reason. As buyers change, organizations are working to stay on top of shifting trends and customer preferences.

Research 100

Research Work Management Buyer Personas Advertising Agencies 100

Cintell

APRIL 21, 2015

At its very basic level, a “persona” is a character. The term is derived from Latin, where it originally referred to a theatrical mask. 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.

Work Management 100

Work Management Buyer Personas Marketing Management Cross-Selling 100