What’s the Difference Between Buyer, Customer, and User Personas?

Cintell

At its very basic level, a “persona” is a character. Personas in the world of music refer to an artist assuming a role that matches the music they sing (think Ziggy Stardust adopted by David Bowie). In psychology, a persona can refer to the mask or appearance one presents to the world.

3 Demand Generation Trends to Watch in 2019

ANNUITAS

For many organizations, that meant increased opportunities for cross-selling — an easier target than going after new deals with 60-70% success versus 20% for prospects ( Marketingland ). For companies looking to be acquired, the additional revenue from selling to existing customers could make or break the deal. When a lead visits a website, content will be served up based on their persona, position in the buying journey, and projected solution areas of interest.

Is it Time to Add Chatbots to Your Demand Generation Engine?

The Point

Martech vendors in the space, notably Drift , are elevating the concept of chatbots to something called “conversational marketing,” the notion that chatbots enable B2B marketers to replicate the consumer experience by providing an immediate, real-time, personalized conversation – at scale.

How to Choose the Right Predictive Analytics Tool for Account-Based Marketing

NuSpark

” What to Look for in a Vendor. Most predictive analytics vendors make use of multiple data points to help “feed” the models and forecast potential high-value accounts. Research Vendors.

5 Tips for Building a High-Performance Marketing Plan

Act-On

And don’t limit yourself to focusing only on your target persona. Next, it’s essential you think about the key message or messages you want to get out to your target personas. “It

Plan 190

The key characteristics of a high performing content marketing strategy

Tomorrow People

The key here is to offer bite-sized vendor-neutral content that is interesting, sticky and engaging. Finally, identify who else they interact with in the workplace or what other third party suppliers they do business with - this data analysis can offer potential cross-selling opportunities. You know their pains, their personas and their idiosyncratic nature better than anyone.

How to Implement an Account-Based Marketing Program in Your Firm

NuSpark

For many years now, B2B marketers have spent time and effort carefully crafting buyer personas based on demographic profiles, needs analyses and former sales results, among other criteria. Successful marketing isn’t about selling, it’s about serving.

Crowdsourcing in marketing automation

Capstone Insights

However, it isn’t the marketing automation platform for one organization; it’s the actual marketing automation vendors and their ability to aggregate data, actions and responses across all of their customer instances that have a tremendous amount of untapped (and semi-creepy) potential of insight.

5 Ways to Improve Your B2B Customer Experience with Sales Enablement Technology

Seismic

The B2B selling space is evolving, funnel dynamics are shifting, and buyers are becoming better informed. ” Using technology, data, and predictive analytics will guide informed and efficient interactions that are mutually beneficial to prospects and vendors.

THE HACKIES: 6 areas to make your martech stack work with people, processes and data

chiefmartech

During the last few years, many vendors and companies had published their marketing technology stacks in the chiefmartec.com contest. We prefer to say customer personas instead of buyer persona or lead or prospect. This article is a guest post by Jesus Hoyos of Solvis Consulting.

Account-Based Marketing: the Most Lucrative Market At Your Fingertips

Modern B2B Marketing

However, since more vendors are using similar strategies, your content has to go above and beyond the same old “relevant and informative” to cut through the clutter. This often translates into less churn, more cross-sell or upsell opportunities, and higher customer lifetime value.

Dating and B2B – Swipe Left and Move on from Marketing Campaigns

ANNUITAS

Given that buyers’ accessibility to research and planning content has led to slightly longer purchasing cycles ( buyers are 57% through purchase decision before engaging with a vendor according to CEB ) it is no wonder that a long-term program-lead strategy is more effective than a predefined set of campaigns. By now, we’ve all heard the analogy “you wouldn’t ask someone to marry you on the first date” when discussing the ways we engage buyers in B2B marketing and sales.

5 ABM Benefits of Synchronizing Programmatic with Lead Gen Campaigns

Integrate

When your demand generation channels are siloed, it makes it very difficult to maintain consistent messaging to your target accounts and decision-making personas. That’s why 82% of CMOs say that they struggle with cross-channel performance.

Dating and B2B – Swipe Left and Move on from Marketing Campaigns

ANNUITAS

Given that buyers’ accessibility to research and planning content has led to slightly longer purchasing cycles ( buyers are 57% through purchase decision before engaging with a vendor according to CEB ) it is no wonder that a long-term program-lead strategy is more effective than a predefined set of campaigns. By now, we’ve all heard the analogy “you wouldn’t ask someone to marry you on the first date” when discussing the ways we engage buyers in B2B marketing and sales.

Demand Generation Marketing: A Catalyst for Professional Services High Growth

Hinge Marketing

The activities, campaigns, and programs are designed to drive sales engagement and opportunities, not just leads, for net new or up-sell/cross-sell deals. Making this expertise known will get your firm into more sales conversations and on more short lists for vendor evaluations.

Dating and B2B – Swipe Left and Move on from Marketing Campaigns

ANNUITAS

Given that buyers’ accessibility to research and planning content has led to slightly longer purchasing cycles ( buyers are 57% through purchase decision before engaging with a vendor according to CEB ) it is no wonder that a long-term program-lead strategy is more effective than a predefined set of campaigns. By now, we’ve all heard the analogy “you wouldn’t ask someone to marry you on the first date” when discussing the ways we engage buyers in B2B marketing and sales.

Appointment Setting Amongst the Journey of Strategic Prospecting

TrueInfluence

Only 33% of a sales rep’s time is spent actively selling. — One way marketing can add value is by developing spot-on buyer personas. Selling! Their focus on selling will have positive outcomes, such as meeting sales goals and increasing revenue.

THE HACKIES: Hacking your stack for account-based marketing

chiefmartech

Now since the rise of account-based marketing, hundreds of B2B software vendors have put a stake in the ground declaring their platforms can do ABM. And with so many vendors claiming they can do ABM, I came up with another idea to help educate B2B marketers on how to actually do ABM.

7 Reasons Why Marketing Automation Projects Fail

LeadSloth

If possible, create personas for all people involved in the buying process. For each persona you need to have relevant content: whitepapers, blog posts, case studies, webinars, and so on. Several vendors claim to have self-service solutions that does not require IT involvement.

Implementing Your Lead Nurturing Campaigns; Free Templates That Help You Plan

NuSpark

Buyer Persona. . How do they make vendor decisions? You can also send the lead (now an opportunity) to a loyalty list (reserved for leads that sell, and gives an opportunity to send newsletters and upsell/cross sell messages). . Lead Nurture Planning.

Fresh Content Marketing Strategies That Turn Traffic into ROI

Directive Agency

There are other channels where you can publish content, but these areas are where the majority of your targeted customers and buyer personas will be. How many more products are you looking to sell? Cross-sell or upsell your product/service? Create Buyer Personas.

Customer Alignment & Journey Orchestration - An Interview With Raviv Turner of CaliberMind

VisumCX

However, most journey mapping and persona work that is done is static. What additional value would an organization gain if they could have personas and journey mapping be dynamic? Beyond just acquisition, being able to dynamically map the customer journey throughout the entire lifecycle opens up opportunities for retention, up-sell, cross-sell and of course brand loyalty.

The Customer Experience Success Triangle: A CEO’s Perspective on Why Companies Need to Invest in Customer Experience

Kapost

A knowledge-base of industry relevant pieces will position you as a vendor, as well as a thought leader in the space. If you know what ROI the customer is getting from the product, you can see how to up-sell and cross-sell them when the moment is right.

Demand Generation: An A-Z Guide for B2B Marketers (with Strategies & Examples)

SnapApp

A prospect is a contact who fits one of your buyer personas but has yet to express interest. Once you’ve closed a sales opportunity, continue to nurture your post-sale customers to encourage upsells, cross-sells, referrals, and garner valuable feedback. .

15 Need-To-Know Lead Qualification Stats for B2B Marketers (with Takeaways)

SnapApp

Both teams should be in regular communication about the questions each persona is asking at different stages of the sales funnel. The next step is to nurture these people to encourage upsells, cross-sells, referrals and product/service feedback.

A Simple 6 Step Guide to Building a Well-Oiled B2B Lead Generation Funnel

SnapApp

The result : Less time screening, more time selling. . Vendors need to be seen by buyers as trusted experts in their field, and have a clear point of differentiation in the market. A prospect fits your buyer personas but hasn’t expressed interest yet.

How We’ve Implemented (Parts of) The Demand Unit Waterfall for ABM

Mintigo

Lower funnel metrics and terms such as opportunities and pipeline were all in the context of a company or account, and unless you’re selling low ASP transactional type of offerings, you’re selling to a group of people at an account rather than a single individual paying with a credit card.

How to Build an Account-Based Marketing Technology Stack

Terminus

We know the challenges that come with selling and marketing a complex product to a large group of stakeholders, which is why we believe so strongly in ABM and in our product. This technology helps marketers cover an account in a variety of ways by providing: Contact data for buyer personas.

Tom Pisello: The ROI Guy: Can a Value Selling / Marketing Program.

The ROI Guy

Wednesday, August 04, 2010 Can a Value Selling / Marketing Program Improve Your Business? This permanent shift towards frugal buyers has forced B2B vendors to fundamentally change the way they reach prospects and convert them to customers.