Cintell

Should your B2B Marketing Plan Include Company Personas?

Cintell

The same type of information is available in the B2B world about the companies we engage with. Part 1 of 2: The Confluence of Buyer Personas and Company Personas (look for part 2 coming soon with our partners at HG Data).

29 Ways to Use Your Personas

Cintell

In a recent B2B marketing benchmark study we conducted, the majority of high-performing organizations used personas to guide messaging and tone of voice. You Built Personas, Now What? Creating buyer personas is only half the battle.

Trending Sources

Why Personas Fail

Cintell

This rings true as the majority of B2B marketers predict their #1 responsibility in 2016 will be understanding buyers. B2B buying decisions are made by committee – multiple individuals working together to reach consensus. IDC found that an average of 7 buyers are involved in a B2B technology purchase decision. Now, B2B personas that contain these details may have been done so in an attempt to humanize the persona, the spirit of which should be celebrated!

The 4 Best Moments from MarketingProfs B2B Forum 2015 #MPB2B

Cintell

The World’s First B2B Marketing Marching Band. Driving Demand: Transforming B2B Marketing to Meet the Needs of the Modern Buyer , by Carlos Hidalgo.

Secrets to Successful B2B Webinars

This best practice guide covers a variety of elements surrounding successful webinar strategy and execution

Live Blogging from the SiriusDecisions Forum on Operationalizing Personas

Cintell

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.

5 Things Your Business Must Consider About Outsourcing Customer Research

Cintell

In 2016 B2B marketers predict that understanding buyers will be their #1 job responsibility – and for good reason. Ardath made the difference clear, saying “when you consider the information included in some B2B personas, you ask yourself, why does it matter that they drive a red corvette, are married with two kids, and live in an apartment in the city?”.

Humanize Your Buyer Personas With The Most Common Names Per Profession

Cintell

Even in our B2B world, selling to a business buyer incorporates emotional factors. 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. Why do we name personas?

38 Handy Stats to Prove the Value of Personas

Cintell

Understanding B2B Buyers Benchmark Study, Cintell ). 8% of companies who exceed lead and revenue goals report segmenting their database by persona ( Understanding B2B Buyers Benchmark Study, Cintell ). Understanding B2B Buyers Benchmark Study, Cintell ).

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Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful

Habits of Customer-Centric Marketers: Q&A with Julie Carey

Cintell

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. Market dynamics, buyers and technology have advanced and the B2B buying process is more complex than ever.

Habits of Customer-Centric Marketers: Q&A with Donna Danis

Cintell

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. Donna is a senior demand generation strategist and practitioner with more than 20 years of experience in B2B marketing.

Habits of Customer-Centric Marketers: Q&A with Hendrik-Jan Francke

Cintell

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. When it comes to B2B marketing, his expertise is understanding how people consume information online.

A Framework for Optimizing Personas

Cintell

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. Guest post from Samantha Stone, Founder of the Marketing Advisory Network.

How Marketers Use Data to Develop Personas

Cintell

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.

Flip My Funnel - Guide To B2B Account Based Marketing

As modern B2B marketers, we have been lucky enough to witness some of the most dramatic shifts in marketing strategies and technologies

[On-Demand Webinar] B2B Personas: How, Why, and What Next? Feat. SiriusDecisions, Cintell, and GET LIFT

Cintell

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. B2B Personas: The How, the Why, and the What Next?

7 Ways to Use Personas to Drive More Sales (Yes Really!)

Cintell

In fact, in a recent B2B industry benchmark study we conducted, the majority of high-performing organizations leveraged personas as part of the sales process and within sales training. Using Buyer Personas to Accelerate the Sales Process. So your marketing team created buyer personas.

Shifts in B2B Buyer Behavior Support New Priorities for Demand Gen Content

The Point

Demand Gen Report has published the results of this year’s “B2B Buyer’s Survey,” and the trends identified merit close attention for those marketers involved in B2B demand generation and content development.

Reboot Buyer Insights To Drive B2B Growth

Tony Zambito

B2B companies are faced with the most transformative era in business history. The scale of disruption will mean the B2B buyer and seller dynamic will continue to be rocked. What are signs B2B senior executives will know they are in need of a reboot of their buyer insights?

A Content Formula for Complex B2B Organizations

Content Marketing is essential for anyone who wants continued success and growth

B2B Marketers Are Buying Customer Data Platforms. Here's Why.

Customer Experience Matrix

I’m currently drafting a paper on use of Customer Data Platforms by B2B SaaS marketers. The topic is more intriguing than it sounds because it raises the dual questions of why CDPs haven’t previously been used much by B2B SaaS companies and what's changed. B2B is another vertical.

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How to win the war of B2B marketing differentiation

Tomorrow People

B2B brands must fight to differentiate their content marketing and emerge victorious instead of playing the Game of Clones. b2b promotional campaigns

3 Forces Shaping The Future Of B2B Marketing

Tony Zambito

Particularly for B2B Marketing, it is important to not lose sight of what is at the focal point of marketing and sales. Illustration by Gregor Cresnar. Many executives, particularly Chief Marketing Officers, are in constant pursuit of understanding changing buyer behaviors and markets.

Is Influencer Marketing B2B’s Golden Egg Opportunity?

Type A Communications

Branding Marketing Sales ANA Masters of B2B Marketing B2B Marketing Carla Johnson Chicago digital marketing Influencer Marketing Lee Odden Top Rank Marketing Type A Communications

Effective B2B Marketing Content That Will Lead to Sales Growth

Effective marketing content leads to increased sales productivity, more revenue, greater marketing effectiveness and stronger alignment between marketing and sales

B2B Marketing: Top 100 Twitter Influencers

Onalytica B2B

70% of B2B marketers are creating more content than they did one year ago. This data comes from the 2015 B2B Content Marketing Trends report from the Content Marketing Institute and MarketingProfs. So B2B marketers are furiously creating more content. B2B Marketing.

4 Myths Preventing True B2B Customer Understanding

Tony Zambito

There is a big problem when it comes to B2B customer research. And, most B2B executives may be unable to see or recognize the problem. Which is, a majority of buyer persona development efforts are focused on reinforcing incorrect assumptions about B2B buyers. by Alex Auda Samora.

Is B2B Content Engagement Heading In The Wrong Direction?

Tony Zambito

When it comes to the state of B2B content marketing and engagement, this proverb is on the mark. According to a recent study by Track Maven , one among a few on this topic, shows both B2B and B2C marketers have increased their publishing of content in 2015 by as much as 35 to 40%.

You Need to Understand These 6 Things About What B2B Buyers Want

Act-On

The more we know, the better we can sell – especially when it comes to knowing what B2B buyers want. Because we’re kinda tone deaf on some key information about them, more specifically what B2B buyers want. I can guarantee that is not what B2B buyers want.

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5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

The Emerging Importance Of B2B Ethnography To Buyer Personas

Tony Zambito

Importance Of B2B Ethnography Grows In The Digital Economy. In order to see how behaviors and interactions are changing, CEOs and CMOs will need to embrace B2B ethnography. In complex B2B environments, important insights can oftentimes best be seen rather than heard.

Agile Marketing in B2B

Buzz Marketing for Technology

Agile Marketing Content Marketing Innovation Strategy agile marketing B2B Marketing ITSMA Lean Processes MEA Awards Platinum Marketing Excellence AwardAgile marketing increasingly is being recognized as a powerful key to content effectiveness.

Building a B2B Brand Starts with Stories, Not Standards

Type A Communications

April 20, 2017 by Chris Schermer As a B2B marketing agency, SCHERMER often gets asked to do “branding.” Branding Marketing Storytelling B2B B2B Marketing Chris Schermer digital marketing Schermer storytelling

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B2B Copywriting: 5 Common Terms & Phrases to Avoid

The Point

Here are my candidates for 5 common terms and phrases that every B2B writer should eliminate from his/her vocabulary: To Learn More.

Stop Killing Your Content: 3 Reasons Your Content Falls Flat

Each year B2B organizations spend more than $5.2 billion on content creation

How to develop buyer personas for B2B marketing

Tomorrow People

Creating buyer personas is a powerful way to build the audience understanding every B2B marketing department needs for success, and an essential part of your campaign research. b2b promotional campaigns buyer personas

2017 State of B2B Digital Marketing

Type A Communications

February 16, 2017 by Carla Johnson B2B marketers are finally getting a handle on some big digital challenges. That’s the message from DemandWave’s recently released 2017 State of B2B Digital.

How to Build a B2B Marketing Team

Webbiquity

With a bit of tweaking, his model can apply to any B2B product company, whether software or manufacturing. Here’s one useful sequence for growing a B2B marketing team from the first hire through a dozen employees (which can scale well beyond the $30 million revenue level).

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B2B Marketing Campaign Fitness Drill

Tomorrow People

b2b promotional campaignsReady for duty or missing in action? Test your marketing mettle before you embark on the next campaign!