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Confusing Customer Segmentation, Buyer Profiling, and Buyer Personas Harms Marketing

Tony Zambito

Compounding the issue today is the prevalent use of the term buyer persona to describe customer segmentation and buyer profiling efforts. The issue I am referring to is the confusion that can surround distinguishing between customer segmentation, buyer profiling, and buyer personas today.

6 Ideas to Create More Relevant Lead Nurturing Emails

B2B Lead Generation Blog

Segmentation. But something I wanted to hear more about was relevance. A recent MarketingSherpa survey of email recipients found that 58% of those who stop reading, disengage or unsubscribe later cite “lack of relevance” as a key factor. What content do they need?

Be Relevant or Die: The New Nature of Nurture

Modern B2B Marketing

Author: Will Spendlove Nearly three-quarters of online customers are frustrated by brands that showcase irrelevant content and promotions. Harnessing relevance in your marketing efforts involves engaging , relevant , personalized content – you’ve heard it all before.

The Triggered Emails You Need to Make Your Marketing Automation Work


A detailed diagram of emails sent to different segments, broken out by email engagement, drawing a line from lead to customer? Triggered emails -- automated marketing messages based on a prospect''s behaviors -- are powerful because they are inherently relevant and timely.

Boost Email Relevancy With Dynamic Content

Industrial Marketing Today

IMO, they are and will continue to be very useful provided your content is relevant. The solution – use dynamic content to boost relevancy of your emails and make them highly personalized in order to truly engage with your audience of engineering, technical and industrial professionals. What is dynamic content in emails? Simply stated, dynamic content is mail merge on steroids. Why do you need dynamic content? When should you use dynamic content?

5 Ways to Personalize Emails and Enhance Open Rates

Modern Marketing

Sophisticated email marketing programs — fueled by marketing automation — enable relevant communication when used with behavioral triggers. Email is a great tool for marketers to serve up relevant content at the time when a buyer is engaged and likely to respond.

5 tips to build more relevant and engaging lead nurturing emails

B2B Lead Generation Blog

A recent MarketingSherpa survey of email recipients found that 58% of those who stop reading, disengage, or unsubscribe after cite "lack of relevance" as a key factor. As B2B marketers, we should have it drilled into our brains that relevance must be an essential part of our lead nurturing touches. I'm sure that's not their intent but they are missing the key idea of relevance. Trigger events matter for two key reasons.

12 Great Examples That Prove the Power of Repurposing Content


Those dips and plateaus in traffic can come from industry changes, how your audience digests content, the amount (and quality) of new content you’re producing, or how relevant your older content is. Why You Should Repurpose Content. Content Marketing Daily TOFU

Reasons to Ditch “Batch and Blast” and Get Started with Email Marketing Personalization

Vertical Response

For triggered email campaigns (in which emails are triggered by a calendar event, a business action or an action taken by a website visitor), personalization doubled transaction rates. Think about which segment of the population has a problem your product is able to solve.

4 Questions You Need to Answer Before You Create a Content Plan


At Contently, we’ve developed what we call a content methodology, a process to continuously improve the effectiveness of a company’s content across the enterprise. A content methodology works in much the same way as a flywheel.

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Video Promotion: Secrets from Marketers Who’ve Done it Right [Infographic]


Somewhere in the heat of the content marketing revolution, we got the idea that the more content you produce, the more successful you’ll be. That’s how we got to the point of targeted advertising online telling us about products that will turn us into “content marketing machines”.

7 Ways to Increase Email Engagement

Marketing Action

Targeting: Select and segment the list to choose the right demographics for your message. Personalisation: Customise the email with the intended recipient’s name, job title, or other relevant data. Timing: Use A/B testing to find the best time to send campaigns and trigger emails.

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7 Tips to Boost Your Email Nurturing Results Immediately

B2B Lead Generation Blog

However, according to a MarketingSherpa survey of email recipients, 58% of those who stop reading, disengage or unsubscribe later cite “lack of relevance” as a key factor. During this stage, you’ll share content to help progress them from interest towards purchase intent. Tip 4: Use micro-segmenting for better relevancy. What content have your recipients read, links have they clicked, content downloaded, videos watched, events attended, etc.

The Contextual Inbox: Moment-of-Open Email Marketing

Modern Marketing

Are you one of the 40% of email marketers who don’t segment their email campaigns? Not segmenting an email campaign isn’t marketing heresy, but the rewards of list segmentation outweigh not doing so. Sign-up date-based trigger.

The Most Important Email Marketing Elements For 2016 (Infographic)

Lead Liaison

Now, let’s look at some of the most important elements in any modern strategy: Marketing automation such as drip campaigns and triggered message series are becoming more important to manage and nurture leads. Provide timely and relevant communication that addresses their needs.

Content Mapping 101: The Template You Need to Personalize Your Marketing


Marketers hear it all the time: The content you create needs to be personalized. Personalization, giving people content that they''re actually interested in … it makes perfect sense. But first, let’s take a look at how this whole “content mapping” business works.

5 Reasons Your Sales Reps Aren’t Getting Enough Qualified Leads

The Point

No segmentation. A one-size-fits-all nurture strategy, without any attempt to personalize or segment copy or content based on persona, industry, or other key differentiators, means that any email communication will be ignored by a significant percentage of your nurture database.

Managing Marketing Content Across the Customer Life Cycle


No wonder marketers everywhere are scrambling to develop content and make use of the myriad of channels to reach and connect with prospects and customers. . Many marketers have gotten so caught up in the creation of content, however, that they have forgotten how important it is to match marketing content with the customer buying journey and life cycle. Content delivered in the right channel at the wrong time can be a wasted touch point. . Content and Life Cycle .

7 Steps to a Successful Account-Based Marketing (ABM) Strategy

The Point

Successful ABM campaigns typically are: • segmented – so that any and all communication is as relevant to an individual account and decision-maker/role as possible. Developing the relevant creative for implementation via the selected channels.

6 Mobile Marketing Secrets You’ll Learn in 6 Minutes

Modern B2B Marketing

It’s an umbrella term that covers everything from intelligent, data-driven campaigns to deep audience segmentation. . Once you’ve accumulated enough data on your users, it’s time to segment those users. There are a few different approaches to segmentation: Split users based on value.

How to Use Email Marketing as the Centerpiece of Your Digital Retail Innovation

Content Standard

The body of that email also needs to be relevant to the consumer: A study from Venture Beat discovered that 74 percent of online shoppers get frustrated by emails when their content has nothing to do with their interests. Content Strategy Marketing

How to Protect Your Email List Health and Deliverability


They’re usually trigger happy to report emails as spam or phishing, so you might want to be especially careful with the emails you send to them. Keep your messaging relevant and interesting. You can avoid complaints about irrelevant content!

Thank You For Tweeting! Highlights From the “Targeting” Twitter Chat

Modern Marketing

According to a 2013 Econsultancy survey of over 1,300 UK email marketers , 73% carry out basic segmentation, only 49% carry out any regular list cleansing and just 26% do any content personalisation. Less than a quarter of respondents (22%) say that they are carrying out advanced segmentation. Prospects are busier than ever, and non-personalised emails which don’t look relevant won’t get opened.

5 Simple Ways to Take Your Lead Nurturing Program to the Next Level

The Point

Call it “calendar-based” nurturing: a series of regularly scheduled emails, promoting different content, all to the same list. Successful lead nurturing is about delivering content that’s personalized, relevant, and compelling to the individual prospect.

Think Beyond Mobile-First and Consider Mobile Experiences Like These Brands

Modern Marketing

Mobile users typically just won’t stand for any text-heavy or time-consuming marketing content. The triggers that create micro-moments must be timely, simple, and hyper-relevant. Content that is personally meaningful to the end user.

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How SMBs can get more leads through marketing automation

grow - Practical Marketing Solutions

What’s best, all of this is done automatically once you’ve set up your campaigns, emails, and segmented your audience, all of which we will get into below. Segmenting your list. That said, the more you segment your audience, the better your personalization will be.

Goldilocks and the 3 Lead Nurturing Programs

Modern Marketing

You’ve committed to six unique paths (one for each industry you’re targeting) with nine emails in each path, and now you’re facing the daunting task of building inspiring content and appealing calls-to-action for 54 emails by the end of the month. Anytime someone mentions “automation” or “nurturing” it triggers painful flashbacks. She’s thinking quick and easy (Who needs segmentation anyway?), He understands the importance of segmentation and relevancy.

Marketo Data Tells Us: Which Type of Emails Have the Highest Conversion Rates?

Modern B2B Marketing

Are these stats relevant or even reliable? Specifically, we’ll be diving into whether batch, nurture, or trigger is best. Trigger Emails: These are personalized emails that are delivered based on prospect actions. I’m going to make all of my emails trigger-based!

Why Marketing Automation Does Not Work


But they have no plan, no content. Similarly, a marketing automation system with no process or content does not create leads and convert sales. Find out: What triggers buyers to look for a solution to their problem, prioritizing it over all the other pressing issues at the office?

Customer Lifecycle Metrics, Part 3: Nurture, Score, Repeat


Let’s take a look at a few of the marketing automation tactics B2B marketers use to nurture prospects and keep them coming back for more: Automated Email Programs : Email campaigns can deliver timely content and offers to leads based on where they are in the funnel, their attributes, what actions they take, and more. You can set up trigger emails to be sent to prospects or customers based on specific actions, like filling in a form, registering for an event, or abandoning a shopping cart.

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Your website must adapt based on data


For Pearson, my job was to carefully read Outside-In Marketing: Using Big Data to Guide your Content Marketing , a book co-written by my friend and colleague Mike Moran and James Mathewson , and then contribute notes.

4 Ways That Automation Is Transforming Marketing


For example, you can send emails based on time delays or trigger additional emails based on behaviors such as “opens” and “clicks.” More relevant content is provided. When companies show customers more relevant content and offers based on past shopping history, they can increase average sales by 20 percent. MA helps marketers achieve this high level of engagement because it assists with delivering the right content at the right time.

10 Tips To Increase Eyeballs And Conversion

B2B Marketing Insider

Take similar content and deliver in 10 ways: expert interviews, how-to podcasts, reviews, videos, weekly news, blogs, tweets, infographics etc. Be relevant. My friends at Sparks & Honey taught me you now need to by hyper-relevant and prepared to hijack trending conversations.

New research: An exceptional path to social selling success

grow - Practical Marketing Solutions

Transition events can trigger selling opportunities. Follow companies for relevant organizational news. Content as sales catalyst. Strategic and consistent content is providing a competitive advantage for sales organizations. Content as sales catalyst.

Top 10 Marketing Automation Mistakes

The Point

Ideally, a company investing in marketing automation should have a solid plan, including quantitative objectives and campaign workflows to address key audience segments, before the technology is even turned on. Lack of segmentation.

How to Leverage Social Intent Data for Email Marketing

Modern B2B Marketing

internet users unsubscribe from emails isn’t because they don’t like the content of those emails; it’s because they receive too many emails in general. Since we adopted Marketo in 2015, we’ve been nurturing our leads with weekly emails that provide educational content.

Quit Obsessing About the Customer Journey

The Point

Look, I’m all for the general notion of our marketing being more targeted, personalized, and relevant. And the more that your message and content reflect a prospect’s stage in the selling cycle, the better.