5 Ways B2B CMOs Can improve Audience Development With Buyer Persona Research

Tony Zambito

The term, audience development , has become more ubiquitous in the world of marketing. For B2C CMOs, the concept of developing audiences and communities has been an essential core principle for some time. For B2B CMOs, the idea of audience development and engagement can be perplexing.

After the Webinar: 7 Steps to Ongoing Audience Engagement

Act-On

Inform sales about the event. If sales is following up on all of the webinar leads, make sure they’re prepared with information about the webinar, such as the topic, the presenter, and key messages and take-away.

Trending Sources

5 Practical Content Marketing Tactics to Educate & Inform Your B2B Audience

KoMarketing Associates

In the spirit of educating ourselves on the significance of this festive holiday, let’s take a look at 5 practical content marketing tactics you can take to educate and inform your B2B audience ( we are still in the office until 5:00 pm, after all ): Attend In-Person Events.

How to Speak the Same Language as Your Marketing Audience

Act-On

Do you know anything about your marketing audience – such as the big issues in their industry, trends that might affect them, or the role they play in their own companies? Creating personas at this stage can help you put yourself in your audience’s mindset. Who are you writing for?

Search: The art and science of identifying your target audience

Biznology

Whenever we start to review Google keyword data, one of the most common questions I get is: “How do you know our target audience is actually searching for that keyword?”. Use this combination wherever possible and you’ll be able to better reach your target audience.

Content marketing personalization: know your audience

Biznology

Knowing what interests your audience means knowing your audience, so let’s take a look at painting a more personal picture of them. The first step in this process is understanding that your audience is not a single monolith.

13 Great Guides to Growing Your Blog Audience

Webbiquity

Now—how you attract and retain a large audience? Find guidance on those topics and more here in a baker’s dozen of the best guides to growing your blog audience from the past year or so.

Memory, Information Overload, and 3 Ways Marketers Can Maximize Content

Modern Marketing

It got me thinking about just how much information the brain is capable of holding. Massive expansion of the web has put all of us in a state of information overload. As the amount of information is increasing, we’re also seeing a corresponding decrease in our ability to pay attention.

Presenting a Webinar? Build an Emotional Connection with Your Audience

Act-On

The success of the webinar is largely contingent on how articulate and trustworthy the presenter is, and how well the presentation addresses genuine audience concerns. Choose a topic that you and your organization are very familiar with, and that your intended audience thinks is important.

Identifying Buyer Profiles: 5 Ways To Segment Your Marketing Audience

Modern Marketing

We, as outbound marketers, owe it to our audiences to make sure that the information we’re offering is of the highest relevance and value. As such, you need to face the tough question: Is your email marketing messaging truly resonating with your audiences? (In

How to Take an Audience-First Approach to Your Content

Content Marketing Institute

Take a journey with your audience. We developed the audience journey as a tool for content marketers. Its sole purpose is to align your brand’s content with the needs of your audience. This journey is a tool to get insight into your audience’s needs, not a chronological process.

How to Refresh Evergreen Content (and Reach a Big Audience)

ScribbleLive

It may not include information that’s new or trendy, but it should provide good advice, be entertaining, or solve a problem for potential readers. If it reads like a poor man’s Wikipedia article, it’s probably not something your audience (or Google) is likely to dig.

The Pendulum Audience: Brand Marketing Lessons in Institutional Trust

Content Standard

It’s a lesson that’s just as true for objects with mass as it is for marketing audiences—and brand marketing professionals who have to constantly contend with audiences that hate to sit still. A Case Study in Pendulum Audiences. How to Handle Audience Swings.

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3 Ways Mobile Insights Are Informing Online and Offline Marketing

Buzz Marketing for Technology

Either way, mobile will be instrumental in expanding brands’ reach and connecting them to new and existing audiences in a different way. With traditional web sites, companies have the luxury of using space to present a great deal of information across different areas on each page.

10 Infographics to Inform Your 2018 B2B Content Marketing Strategy

KoMarketing Associates

With this in mind, we’ve put together a short list of graphics that can help inform your content strategy as it launches and matures. Creating effective content always starts with outlining ideas and then turning those ideas into an information-rich resource. Some of the common mistakes highlighted include neglecting to edit, not knowing the audience, and writing for search engines instead of the reader.

Create B2B Buyer Personas that Inform Content Marketing Strategy

Marketing Interactions

Anyone who’s ever heard me speak on the subject of personas knows I’m passionate about the usefulness of every bit of information included in a B2B buyer persona. Reveal information needed throughout the buying process. Inform the tone, style, and voice for content.

Mariana Uses Artificial Intelligence to Build Personas and Find Target Audiences

Customer Experience Matrix

It turns out that’s no longer even a question: if you haven’t yet played with CrystalKnows , be prepared for some weirdly accurate insights into yourself and those you know well, based on public Internet information. What does Mariana do with this information?

Personalizing for Alternative Audiences

Bound

The basics of audience segmentation for personalization are pretty intuitive. The goal is to identify subsets of your audience that share some common characteristics, around which you can build a unique website experience tailored to the needs, expectations, and marketing goals of each group. Here, I highlight two seldom-targeted (and strategically disparate) audience segments that can help you get the most out of Get Smart Content and website personalization.

Advanced Retargeting: Nurturing Your Audience Across Digital Channels

Act-On

In later stages of the buying cycle, you’ll validate their interests and offer more specific solution/product information such as case studies, testimonials, analyst reports, and so forth. You really have to get creative and understand how to nurture audiences across digital channels.

6 types of content your readers hate

Biznology

Make sure nobody finds the content offensive, and you won’t accidentally offend your audience. Even if you have shocking information to impart, let the content speak for itself. Write for your audience instead of yourself.

Increasing Audience ROI with Personalization

Hubspot

That’s why it’s critical that media companies invest in quality vs. quantity: if you want to attract a high-value audience, your content needs to be high-value too. When audiences like what you have to offer, they’ll find a way to keep your company on their radars.

6 assumptions push marketing gets wrong

Biznology

The book sets up outside-in marketing as a kind of pull marketing, focusing on audience needs rather than marketing agendas. Digital is a literal medium that only works if you build trust and loyalty with your audience by helping them get the information they need.

Martech Vendors Can't Avoid Ad Audience Battles

Customer Experience Matrix

One of the most interesting stories playing out right now is online advertising, where the walled gardens of Google , Facebook , and other audience aggregators are under assault by insurgent advertisers who, like most rebels, aspire as much to replace their overlords as destroy their power.

Tracking and Increasing Audience Engagement

Hubspot

That’s why tracking and understanding your audience is so important — so you can create smaller, more targeted campaigns instead of sending every sponsored email to your entire database. This begs the question, how do you begin to understand your audience?

Using Customer Data to Inform Your Personalization Strategy

Modern Marketing

In fact, your buyers begin to share information about themselves, what they’re interested in, and what their pain points are well before they formally introduce themselves. Capturing client and prospect data and using this information to segment your audiences provides the insight needed to identify what your buyers care about and informs how you build relevant messaging, or in other words, a personalization strategy.

Do You Want Sales or an Audience – or Both?

What Works - What Doesn't

Among the findings: Two thirds tap sources other than manufacturers or vendors in the initial information gathering stage of a purchase, and almost as many said the most important consideration was that the information speak to their specific needs or pain points.

20 Must-See SlideShare Presentations That'll Inform, Inspire & Entertain

Hubspot

What better way to display valuable pieces of information than through a visual format like a SlideShare? Last year we posted an article about 20 inspiring SlideShare presentations we wanted to share with our audience.

6 Creative Audience Monetization Lessons from Celebrities

Content Standard

Building an audience, listening to those loyal followers, and then monetizing the group is today’s brave new way. Tons of media companies have sprung up with an audience-focused approach—and profited handsomely. Not so obvious, though, is how to build that audience first.

4 Mistakes Marketers Make With Audience Research

Digital B2B Marketing

Yes, market and audience research can be incredibly valuable. But when it is misused, even the best information can lead you in the wrong direction. Research rarely studies an audience exhibiting a single consistent behavior.

80% Of Our Visitors Take Our Desired Content Path: Using Form URL (Form Page) Data to Inform Our Content Marketing

bizible

Tracking how many times that gets clicked is useful information, but to really understand our content path, we need to know more. We can’t get that information with CTA tracking. We know that content with a high opportunity conversion rate is resonating with our target audience.

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10 Ways to Engage Your Audience with Interactive Content

Modern B2B Marketing

Not only does interactive content look better aesthetically, but it also reduces the amount of information your audience has to process at one time. Quizzes allow your audience to break away from the monotony of reading and scrolling to really interact with your content.

How Publishers Develop and Monetize Audiences with Digital Marketing

Modern B2B Marketing

If paid audiences are only shrinking , can Gate’s very first prediction that the “real money on the internet” would be in content hold true? Here are three steps I’ve seen publishers taking to develop and monetize their audiences: 1. Understand Audience Interests and Behaviors.

Interactive Storytelling 101: User Experience & Information Architecture

Content Standard

In addition to coming up with a great content strategy and crafting compelling copy for your story, you also have to carefully design how you’re going to deliver your story to your audience. Designing Information Architecture for Interactive Stories. Simplicity of Information.

Simplifying Audience Modeling and Personas for the Data Age

Content Standard

Before I was interested in audience modeling and funnel analysis—before content strategies and keyword tactics—I was trained to be a writer. For these earlier strategists, a lot of the work of audience modeling was tied in large part to hunches and observation.

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How Marriott And GE Built Audiences Through Experiences

Marketing Insider Group

Are you interrupting your audience or are you creating a great experience? They traded a focus on 30-second interruptions for creating 30-minute experiences that amuse, entertain and inform their audience about travel. You know your audience is tired of interruptions.

Audience Strategist: The New, Critical Role on Your Content Team

Content Marketing Institute

Our content marketing research this year illustrates that one of the key differentiators of those who are succeeding with content as a strategic function of their marketing is the focus on building audiences. You transform a portion of the audience into visitors. Ready for a new job?

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B2B vs. B2C: How Content Marketing Changes by Target Audience

Hubspot

It’s clear that there are some significant differences to be addressed in the way content marketing changes for B2B versus B2C target audiences. B2C buyers are driven by different motivations -- usually, feeling safe, secure and informed -- than B2B purchasers.

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Great Content: 5 Rules for Delighting (and Engaging) Your Audience

ScribbleLive

For marketers, this means we need to do more to engage our audiences before our minuscule window of opportunity closes. That means doing more to entertain, inform, or engage them then the dozens of other things competing for their attention.

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4 Ways to Shift Your Thinking to Truly Focus on Your Audience

Content Marketing Institute

Audience first. But, here’s the thing: Too many marketers say and even think they are all about the audience, but when you dig into their programs, you see it’s still all about them. Instead of saying: “We’re going to target this audience.”. Don’t pick target audiences.

6 Ways Social Data Can Inform Your Marketing Strategy

Hubspot

Thankfully, we''ve learned that there''s a layer of science behind social media marketing, and we can actually extract highly valuable data that can inform our overall inbound marketing strategy. You can then take that information to: Identify your competitor''s most successful content.

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