Martech

FEBRUARY 15, 2024

Mergers and acquisitions can throw your marketing plans into chaos. Plus, you start to see overlaps and conflicts with vendors. Review customer personas for common interests and needs. For example, sometimes, it’s better to wait for the acquisition dust to settle before rewriting the entire new product section.

Work Management 101

Work Management Brand Identity Branding Marketing Management 101

KoMarketing Associates

AUGUST 6, 2019

B2B buyer personas provide a foundation for accomplishing the research and development of effective online marketing campaigns designed to achieve strategic marketing objectives. What Are B2B Buyer Personas? For online marketers, buyer personas can provide direction in the channel-specific campaign development.

Buyer Personas 123

Buyer Personas Paid Content Online Marketing B2B Marketing 123

Zoominfo

JUNE 14, 2022

Others spent months setting up new tools and managing new vendors, rather than creating data-driven motions that unlock market-making plays. With a well-tuned GTM Ops team, companies can build custom sales plays that use business data as a platform for improved targeting, more accurate customer personas, and better content segmentation.

Marketing Analytics Tools 130

Marketing Analytics Tools Work Management Marketing Management Ideal Customer Profiles 130

ANNUITAS

DECEMBER 11, 2023

Our ability to succeed through haphazard marketing and sales acquisition efforts is rapidly coming to an end. Shifting away from random acts of acquisition and focusing on CLV lift sheds light on the importance of driving a fully integrated growth effort with customers, as much as with prospects. Their approach?

Marketing Analytics Tools 130

Marketing Analytics Tools Paid Search Agency Planning Budget Programs 130

ANNUITAS

DECEMBER 20, 2018

Earlier in the year, Deloitte found that more than a third of corporations with revenue over $1 billion intended to pick up the pace on acquisitions. Hogan Lovells projects a continuation of what we saw in 2018 in terms of a healthy environment for mergers and acquisitions to take place. What can we expect in 2019?

Demand Generation 140

Demand Generation Account Based Marketing Demand Marketing AI 140

Zoominfo

OCTOBER 5, 2021

Find Your Buyer Personas Finding and organizing buyer personas is a way to define characteristics of different potential customers. With the right data and tools, buyer personas can be quantified, allowing automation and integration into tools like CRMs. How many prospects are in each persona?

Enterprise Management 147

Enterprise Management Ideal Customer Profiles Marketing Analytics Tools Work Management 147

Martech

MARCH 30, 2023

Google Analytics also offers a wealth of data that can tell you a lot about how your audience interacts with content, from acquisition channels to time on page and bounce rate. Perceived barriers : This is where the buyers tell you why they did not select certain products or vendors, including yours. Where are they in the world?

Conversion 132

Conversion Marketing Analytics Tools Paid Search Agency Buyer Personas 132

Biznology

MAY 29, 2017

Perhaps what some didn’t realize was that 70-90% of a buyer’s journey occurs prior making contact with a vendor. Sure, the customer may learn about a product from a 3 rd party destination like a review site, vendor site, social platform or subject blog, but does that foster a relationship or squander an opportunity to build a lasting one?

Top of Funnel 99

Top of Funnel Marketing Automation Services Marketing Management Content Marketing 99

Martech

MARCH 10, 2022

More and more, the buyer journey is conducted digitally: Two-thirds of B2B buyers say they are now “self-serving” more information before contacting vendors. 62% say they can now develop selection criteria or finalize a vendor list — based solely on digital content. Why use them? more collaboration and fewer silos).

Account Based Marketing 108

Account Based Marketing Ideal Customer Profiles Enterprise Management Work Management 108

ATAK Interactive

JULY 29, 2019

First, there are thousands of metrics a company can track and only a few of them actually matter, despite what vendors with outside interests may believe. Column C – Persona Type. Column D – Acquisition Channel. Target Personas: Accountant Ally. Acquisition Channels: Referrals. Cost-Per-Acquisition .

Enterprise Management 78

Enterprise Management Work Management Marketing Management Analysis 78

Martech

MAY 4, 2022

” Cerretani recommended that ABM marketers focus on creating top-of-funnel content that aligns with their persona and industry research. This customer acquisition strategy focuses on delivering promotions — advertising, direct mail, content syndication, etc. .” She added, “It should be a high volume of accounts.”

Account Based Marketing 111

Account Based Marketing ABM Webinar Metrics Effectiveness 111

DiscoverOrg

APRIL 20, 2017

When it comes measuring the health of our prospect data, we’re used to showing raw growth in the number of contacts and accounts, or a coverage percentage for target accounts or personas. Bad data exposes organizations to penalties, fines, degradation of brand reputation, customer attrition, weaker vendor negotiations, and much more.

ROI 269

ROI Top of Funnel Ideal Customer Profiles Marketing Management 269

KoMarketing Associates

DECEMBER 5, 2017

We do that through our weekly newsletter, which is easy to scan quickly, vendor briefing reports, and in-site messaging. Improving personalization through the refinement of buyer personas and customer journeys. Our best prospects generally start as non-paid subscribers. Elena Britton , Head of US Marketing, Indusa.

Marketing Budget Creation 439

Marketing Budget Creation Marketing Budget Budget Programs Marketing AI 439

Madison Logic

JANUARY 5, 2023

Additionally, Forrester cautions on heavily focusing on customer acquisition, and instead expanding investment toward the later stages of the customer lifecycle. B2B marketers should diagnose the most salient points to build out what makes a particular audience, buying group, or persona different from others.

Account Based Marketing 52

Account Based Marketing Top of Funnel Marketing Budget ABM 52

Marketing Insider Group

NOVEMBER 18, 2020

The management team expects marketing to lower customer acquisition costs. Much of the content or discussion I have with vendors (either digitally or with their sales people) is all focused on them – their products, their services, their unique value proposition. Spend 10% of Revenue on Marketing. What about the buyer?

Resource Management 360

Resource Management Demand Generation Agencies CMS Development Work Management 360

Zoominfo

MARCH 15, 2022

For example, if people are searching for “ ABM software vendors,” you can infer that they are looking to make a purchase — they want a list of companies that sell a specific product. If you’re targeting prospects who have completed demos that are searching for “ABM software vendors,” then you really want to consider overbidding.

Budget Programs 130

Budget Programs Paid Search Agency Lead Ranking Work Management 130

Oktopost

JANUARY 5, 2021

I speak daily with product, marketing, and sales professionals about the impact that social media can have on developing buyer personas, launching a product, building a brand, or even on individuals standing in their respective marketplace. Developing Your Buyer Personas. That’s Product Marketing 101. Everything!

Buyer Personas 131

Buyer Personas Top of Funnel Enterprise Management Marketing Budget 131

LeadsRX

OCTOBER 5, 2021

This creates a vulnerability when data is stored within vendor platforms, which often do not adhere to enterprise-specific data governance policy. The LeadsRx solution separates data otherwise stored within a vendor platform into an independent DCR, controlled and administered by the enterprise IT team.

Budget Programs 84

Budget Programs Privacy Multi-Touch Attribution Software 84

DealSignal

APRIL 10, 2024

Comparing vendors on a third-party review website. This is something not typically provided by vendors—you would get this from your internal tech stack. This can be vendor comparison guides, case studies, and more. For example, Bombora and Demand Gen Report would be typical vendors of third-party intent data.

Intent Data 52

Intent Data Ideal Customer Profiles Intent Marketing Automation Services 52

B2B Marketing Directions

JULY 9, 2022

For example, many technology vendors produce buying guides for the types of technologies they offer, and several analyst/consulting firms regularly publish "rankings" of various types of technology applications. It works exclusively with enterprise customers, and the firm emphasizes that its advice is vendor agnostic.

Enterprise Management 52

Enterprise Management Work Management Marketing Management Marketing Automation Services 52

Martech

JULY 7, 2022

The resulting grid captures four MOps archetypes or “personas.” IT/Procurement – Technology stack management, vendor evaluations and negotiations, platform integrations and data management. Established entrants such as Adobe expanded with the acquisition of Workfront, while newer players like Trello and Monday gained traction.

Enterprise Management 94

Enterprise Management Work Management Marketing Management Advertising Agencies 94

ATAK Interactive

JULY 29, 2019

First, there are thousands of metrics a company can track and only a few of them actually matter, despite what vendors with outside interests may believe. Column C – Persona Type. Column D – Acquisition Channel. Target Personas: Accountant Ally. Acquisition Channels: Referrals. Cost-Per-Acquisition .

Enterprise Management 60

Enterprise Management Work Management Marketing Management Analysis 60

ATAK Interactive

JULY 29, 2019

First, there are thousands of metrics a company can track and only a few of them actually matter, despite what vendors with outside interests may believe. Column C – Persona Type. Column D – Acquisition Channel. Target Personas: . Acquisition Channels: . Cost-Per-Acquisition . Accountant Ally .

Enterprise Management 60

Enterprise Management Work Management Marketing Management Analysis 60

ATAK Interactive

JUNE 25, 2019

First, there are thousands of metrics a company can track and only a few of them actually matter, despite what vendors with outside interests may believe. Column C – Persona Type. Column D – Acquisition Channel. Target Personas: . Acquisition Channels: . Cost-Per-Acquisition . Accountant Ally .

Enterprise Management 60

Enterprise Management Work Management Marketing Management Analysis 60

Leadspace

MARCH 9, 2022

A CDP also represents the customer acquisition and care strategy of a company. The curation of the data, the precision of the personas , the resolution of the predictions and recommendations. Even more importantly – what problem does the vendor solve and who have they solved it for?

Ideal Customer Profiles 62

Ideal Customer Profiles Lead Ranking Marketing Management Marketing Analytics Tools 62

Leadspace

MARCH 9, 2022

A CDP also represents the customer acquisition and care strategy of a company. The curation of the data, the precision of the personas , the resolution of the predictions and recommendations. Even more importantly – what problem does the vendor solve and who have they solved it for?

Ideal Customer Profiles 62

Ideal Customer Profiles Lead Ranking Marketing Management Marketing Analytics Tools 62

Martech

JUNE 3, 2022

This customer acquisition strategy focuses on delivering promotions — advertising, direct mail, content syndication, etc. While B2B marketers benefit from that win rate, ABM vendors are also reaping the benefits as B2B marketers invest in these technologies and apply them to their channels. Account-based marketing: A snapshot.

Account Based Marketing 119

Account Based Marketing Ideal Customer Profiles ABM Top of Funnel 119

PureB2B

MAY 30, 2022

Buyers are 48% more likely to consider vendors that personalize marketing to address their specific needs. If you don’t have a detailed B2B buyer persona you’re leaving money on the table. Without a detailed persona your sales and marketing team’s time is being wasted on chasing leads that are a bad fit and likely to churn.

Buyer Personas 62

Buyer Personas Ideal Customer Profiles B2B Account Based Marketing 62

PureB2B

MAY 30, 2022

Buyers are 48% more likely to consider vendors that personalize marketing to address their specific needs. If you don’t have a detailed B2B buyer persona you’re leaving money on the table. Without a detailed persona your sales and marketing team’s time is being wasted on chasing leads that are a bad fit and likely to churn.

Buyer Personas 62

Buyer Personas Ideal Customer Profiles B2B Account Based Marketing 62

The Point

JUNE 5, 2018

The most significant is probably a shift toward the subscription economy, where vendors are driving revenue through service-based annuity revenues. That immediately shifts the focus from “net new” customer acquisition to customer retention. Several factors have contributed to this. LDW: Yes and no.

Lead Ranking 194

Lead Ranking Forrester Lead Scoring Paid Search Agency 194

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

Sage Marketing

APRIL 9, 2024

Their expertise in navigating the SaaS market’s challenges, from customer acquisition to retention strategies, is invaluable. Creating a shared document that outlines the company’s branding guidelines, customer persona, and previous marketing analytics can serve as a valuable reference for the fractional CMO.

CMO 52

CMO Work Management Marketing Management Startups 52

Content4Demand

OCTOBER 6, 2021

By harnessing the power of first- and third-party intent data that is mapped to value-based content, offers, messaging and recommendations, believe it or not, B2B buyers will welcome emails, digital outreach and offers from vendors. Third-party data from vendors like Bombora, Demandbase, 6sense and Metadata.io For how long?

Buyer's Journey 81

Buyer's Journey Intent Data Intent Lead Ranking 81

DealSignal

NOVEMBER 3, 2020

For example, if you typically go after five personas and one is an economic buyer, go after the economic buyer and the champion. The other personas are most likely no longer employed. That decay is driven by turnover, job title changes, and organizational changes such as mergers, acquisitions, and closings.

Marketing Automation Services 59

Marketing Automation Services Top of Funnel Intent Data B2B 59

6sense

DECEMBER 16, 2021

Swap images that might resonate better with specific industries or personas . Amplifying relevance to existing customers ( according to Salesforce , 65% of buyers are likely to switch brands if a vendor doesn’t personalize their communications). Improving conversion rates and lead quality. Or you can do both.

Top of Funnel 62

Top of Funnel Marketing Websites Personalization Resource Management 62

Engagio

OCTOBER 18, 2023

ABSD goes deeper into the buying groups, identifying target personas and proactively targeting key members of the buying committee. This can include new funding, an acquisition, new office, new executive hire, a promotion, and so on. But it doesn’t stop at the account level.

DemandBase 71

DemandBase Sales Qualified Leads Account Based Marketing CAN-SPAM 71

KoMarketing Associates

AUGUST 23, 2018

According to McKinsey , “Personalization can reduce acquisition costs by as much as 50 percent, lift revenues by 5 to 15 percent, and increase the efficiency of marketing spend by 10 to 30 percent.”. In fact, nearly three out of four ( 72 percent ) of business buyers say “I expect vendors to personalize engagement to my needs.”.

Marketing Automation Services 156

Marketing Automation Services Marketing Automation Work Management B2B Marketing 156