The Point

DECEMBER 5, 2023

A client asks: “We recently purchased a list of email addresses from a reputable vendor for use in a campaign targeting competitive installations. The risk in using house lists may be lower, since (in theory) these contacts have some relationship with your brand and are less likely to prompt spam complaints. Now, to recommendations.

Deliverability 162

Deliverability Rules Purchase Marketing Automation Services 162

BOP Design

JUNE 23, 2022

Create a Specific Buyer Persona. The best way to determine if you really know your audience is by creating a specific buyer persona(s). Be as specific as possible in the persona by listing the companies they work for, leadership level, titles, departments they work in, etc. Read how to write for your ideal buyer personas.

Work Management 122

Work Management Marketing Management B2B Marketing Practices 122

Madison Logic

NOVEMBER 30, 2023

It’s about building positive brand awareness and strong relationships throughout the entire customer lifecycle. We face a changing B2B buying landscape with longer sales cycles and larger buying committees made up of increasingly independent decision-makers. B2B marketing is not just about selling a product or service.

Demand 52

Demand Brand Identity Branding Work Management 52

Buffer

MARCH 9, 2023

If you’re looking to grow your career, make connections with people in your industry, and build a personal brand, you should be on LinkedIn. In this article, I will walk through three steps to use LinkedIn to build your personal brand with advice from me and others who have found success using it.

Linkedin 110

Linkedin Personalization Brand Identity Branding 110

Webbiquity

MARCH 15, 2022

If you haven’t mapped out how your customers move from awareness of your brand to a sale, it will much harder to move them through the purchase funnel. This is especially true for B2B vendors, as the buyer’s journey is often complex — one purchase can be months in the making and require input from multiple decision-makers.

Marketing & Strategy 256

Marketing & Strategy Top of Funnel B2B Landing Pages 256

Binary Demand

FEBRUARY 23, 2024

32% note that targeted ads positively influence their view of vendors. Forrester’s 2022 Buyer Insights Essential Research reports encompass factors influencing business and vendor choices, interaction preferences, generational variances, and participation levels throughout the buyer’s journey phases.

Demand Generation Agencies 116

Demand Generation Agencies Demand Generation Demand Account Based Marketing 116

Content Standard

FEBRUARY 2, 2023

The aim of this article is to provide marketers with the information needed to make educated decisions when it comes to utilizing generative AI, outlining the benefits and drawbacks of generative AI, particularly when it comes to brand content creation. Before we dive into the details, let’s define some key terms.

Marketing AI 119

Marketing AI Lead Ranking Generation Paid Search Agency 119

Cintell

JULY 3, 2018

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. Buyers Want the Full Picture in Making a Decision – and that’s where many vendors fall short.

Buy 172

Buy B2B Vendors Transparency 172

Launch Marketing

JUNE 15, 2022

Buyer personas drive many aspects of your organization but especially marketing. But, it is first important to establish your B2B buyer personas before looking ahead to marketing activities. Here’s how to integrate buyer personas into your messaging, content and sales efforts for better results. Why is this important?

Buyer Personas 118

Buyer Personas B2B Marketing B2B Paid Search Agency 118

Tiecas

APRIL 5, 2024

Clarity & Focus Targeted precision: Documenting buyer personas ensures laser-focused content and optimizes channel choices for niche industrial audiences. Weathering crises: A plan provides a framework for proactive communication, protecting brand reputation. As your strategy evolves, your documentation will too.

Marketing Budget 92

Marketing Budget Advertising Agencies Marketing Strategy Marketing & Strategy 92

Zoominfo

OCTOBER 5, 2021

Today, we have solutions like automation, data, and buyer personas to fall back on. What Are Buyer Personas? Basically, personas ensure that everything you do in terms of lead generation and customer acquisition is tailored to your targeted buyers’ needs. This is where personas come in. And who wouldn’t? Check it out!

Ideal Customer Profiles 130

Ideal Customer Profiles Buyer Personas Planning Zoominfo 130

Marketing Insider Group

FEBRUARY 22, 2023

Then brands need to map content to each stage of buyer journey and fill the gaps. Mapping More Content To All Buyer Journeys We have been advocating for years that B2B brands need to reject the choice between quality and quantity in content. Transactional describes typing in a brand. Go in-depth with your personas.

Top of Funnel 263

Top of Funnel Buyer's Journey Lead Scoring Lead Ranking 263

Navigate the Channel

JUNE 21, 2021

Despite common belief, construction branding is about far more than a pretty logo and a nice website. In fact, branding a construction company means taking into account every interaction with every customer or subcontractor along the way. Here are our best tips on how to brand your commercial construction company. Innovation?

Paid Search Agency 65

Paid Search Agency Companies Brand Identity Branding 65

Tomorrow People

JANUARY 8, 2021

Customers: Who are your target personas? In such sectors tech personas (CTO, CIO, Head of engineering etc) will play more important roles in choosing technology solutions and partners. How this is done: persona research. At Tomorrow People, we conduct extensive persona research to compile a detailed persona matrix.

Marketing Analytics Tools 156

Marketing Analytics Tools Peer-to-peer Cross-Selling Paid Search Agency 156

Webbiquity

JANUARY 19, 2023

This blog post explores 10 key differences between B2B and B2C marketing, providing valuable insight into how each approach works and how marketers can leverage them to optimize their brand message. As such, B2B vendors must be prepared to provide discounts or other incentives for large orders.

Work Management 217

Work Management Marketing Management B2B Marketing B2B 217

SmartBug Media

APRIL 5, 2023

The term “buyer persona” has become more and more popular in the last few years. Many businesses have worked with their internal marketing team or with the help of an agency to develop their buyer personas. Why Are Buyer Personas? Why Are Buyer Personas? Why Are Buyer Personas So Important? Focus your time.

Buyer Personas 98

Buyer Personas Advertising Agencies Demographics Mobile Advertising 98

BOP Design

FEBRUARY 22, 2022

For instance, in B2B companies, there are often a number of stakeholders that weigh in on the purchase decision when considering new vendors. The answer starts with your buyer personas. What Is a Buyer Persona? Not sure what a buyer persona is? If you’re a B2B marketer, you likely have more than one buyer persona.

Buyer Personas 109

Buyer Personas Marketing Websites B2B Ideal Customer Profiles 109

KoMarketing Associates

AUGUST 6, 2019

While we all have goals and objectives for lead generation, brand development, and customer experience as examples, the overarching challenge is making the right decisions to achieve them. 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

KoMarketing Associates

FEBRUARY 20, 2018

Gather Buyer Personas and Data. We recently partnered with a client that shared a wealth of buyer persona insights with us. Some of the buyer persona data shared included: Existing Buying Process. Obtain Brand Guidelines. Brand Voice. Decision Criteria. Barriers to Success. Success Factors. Schedule a Product Demo.

Online Marketing 175

Online Marketing B2B Marketing Buyer Personas Ad Building 175

Salesforce Marketing Cloud

NOVEMBER 29, 2023

In channel sales, companies (here we’ll call them vendors) sell through intermediaries. Under a direct sales model, the brand sells straight to the end consumer. For instance, a brand might sell through its own retail store or its own website. Some gyms license their brand to independently owned and operated franchise locations.

Enterprise Management 111

Enterprise Management Work Management Advertising Channels Marketing Management 111

PureB2B

SEPTEMBER 16, 2020

So, it’s worth asking, do I need a content syndication vendor to do this for me? Will that vendor/ partner make my job easier, or can I do this on my own? Regardless of how it’s being done, the end goal is to place the content pieces in front of the right people, to promote thought leadership, and increase brand recognition.

Vendors 110

Vendors Research Top of Funnel Tips 110

Content Standard

NOVEMBER 18, 2022

Recently, I spoke with a CMO whose brand had invested hundreds of thousands of dollars in an experience optimization platform that his team is struggling to use. Imagine every piece of content across their digital journey has to be tailored for at least six different audience personas that the technology is programmed to recognize.

Marketing AI 110

Marketing AI Demand Paid Search Agency Content 110

Marketing Insider Group

NOVEMBER 18, 2020

Marketing strategy , however, can mean different things: the position or “strategy” by which your brand will go to market, and the actual way or “strategy” by which your company will create a brand to go to market with. Create a Brand Identity. It’s the foundation, after all. Create Content that Addresses Your Customer Journey.

Resource Management 360

Resource Management Demand Generation Agencies CMS Development Work Management 360

Martech

MARCH 14, 2023

Content production Vendors have been touting AI’s ability to improve creative productivity by eliminating mundane tasks for years. Relieved of first-draft writing tasks, they’ll need the editorial skills to turn generic prose into distinctive expressions of brand voice and business goals while catching anomalies.

Marketing AI 124

Marketing AI Enterprise Management Paid Search Agency Work Management 124

Martech

MARCH 10, 2022

It’s about uncovering prospect behavior and weighting sales intent/intel and brand engagement rather than “funnel lead scoring” (engagement is a better metric to forecast revenue). 62% say they can now develop selection criteria or finalize a vendor list — based solely on digital content. Why use them?

Account Based Marketing 101

Account Based Marketing Ideal Customer Profiles Enterprise Management Work Management 101

Martech

MARCH 30, 2023

One thing that drives Adele Revella, founder of the Buyer Persona Institute, completely nuts is when people develop so-called buyer personas, having never spoken to an actual buyer. Perceived barriers : This is where the buyers tell you why they did not select certain products or vendors, including yours.

Conversion 127

Conversion Marketing Analytics Tools Paid Search Agency Buyer Personas 127

Vision Edge Marketing

OCTOBER 31, 2023

Independent Software Vendors (ISVs) who are looking for an AI API platform that offers white-labeling capabilities, flexible licensing models, and support for third-party integrations to enhance the value of their products. Identify and reduce brand, ecosystem, and competitive risks in the chosen expansion area.

Segmentation 194

Segmentation Lead Ranking Work Management Marketing Management 194

PureB2B

JUNE 9, 2022

Content syndication not only offers a scalable solution for lead generation, but also plays into the greater demand gen strategy of building brand awareness and thought leadership. Too often, content syndication programs are plagued with poor-performing leads due to the vendor not truly addressing the challenge at hand.

Vendors 62

Vendors Lead Ranking Lead Scoring Top of Funnel 62

KoMarketing Associates

JULY 24, 2015

If your organization is suffering from a case of the “olds” and you want to take your branding and marketing into the 21st century, here’s some areas where a breath of fresh air can make a huge difference in customer perception and interest. Fresh Colors and a New Logo. Final Thoughts.

B2B Marketing 120

B2B Marketing Work Management Marketing Management Brand Identity 120

Martech

FEBRUARY 2, 2024

If you want to access the full set of customized personas or the image generator , those are all available as well. ” “What do I need to consider when choosing a vendor for marketing technology solutions?” Being the human that I am, I did make revisions to help it fit the timeframe and our brand.

Marketing AI 99

Marketing AI Marketing Management Marketing Automation Services Planning 99

Zoominfo

AUGUST 7, 2018

In today’s blog post we explain why buyer personas are a critical—but often missing—element of your SEO strategy. What is a buyer persona? On a basic level, a buyer persona is essentially a fictional representation of the person who is most likely to buy from your company—your ideal customer. Let’s get into it!

Buyer Personas 196

Buyer Personas Top of Funnel SEO Marketing & Strategy 196

Zoominfo

DECEMBER 3, 2018

The key to generating product or brand interest is sending highly relevant messages to the right audience at the right time. In fact, we often recommend that marketers analyze their existing customer base to create buyer personas as the first step of any new marketing initiative. Append your data.

Work Management 223

Work Management Marketing Management Data Hygiene B2B Marketing 223

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. But what about content with the product brand directly? Does the content our brand shares actually foster familiarity with an individual beyond purchase based on common interest?

Top of Funnel 99

Top of Funnel Marketing Automation Services Marketing Management Content Marketing 99

SalesIntel

APRIL 15, 2024

B2B buyers may spend months assessing an issue, researching solutions, and evaluating possible service providers before deciding on a vendor that fits their needs. Providing educational content can also increase brand awareness and engage potential buyers. The B2B buyer experience is more complex and time-consuming than that of B2C.

Enterprise Management 52

Enterprise Management Ideal Customer Profiles Marketing Management Top of Funnel 52

PureB2B

MAY 10, 2022

Content syndication not only offers a scalable solution for lead generation, but also plays into the higher demand gen strategy of building brand awareness and thought leadership. Too often, content syndication programs are plagued with poor performing leads due to the vendor not specifically addressing the challenge at hand.

Vendors 62

Vendors Marketing Attribution Demand Generation Agencies Marketing Qualified Leads 62

Salesforce Marketing Cloud

OCTOBER 31, 2023

Creating a buyer persona lets you target prospects with key messaging that emphasizes your product’s unique problem-solving value. Create your buyer persona Selling is about delivering value to your target buyer, and that often takes the form of a solution to a unique problem. Let’s run through how to do that in six steps.

Work Management 119

Work Management Marketing Management Marketing Strategy Marketing & Strategy 119

Marketing Interactions

AUGUST 15, 2022

By gathering and applying in-depth buyer intelligence with buyer personas, you can mitigate non-consensus due to differing objectives that stall deals and escalate regret. Gartner’s approach to the issue of conflicting objectives is to recommend forgetting personas and focusing on what they call Enterprise Technology Adoption (ETA) profiles.

Buyer Personas 75

Buyer Personas Ideal Customer Profiles B2B Gartner 75