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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.

Brand Positioning Strategy for the Professional Services

Hinge Marketing

Way back in 1969, a very perceptive marketer named Jack Trout introduced the concept of brand positioning to the world. A few years later, he and Al Ries wrote the seminal book, Positioning: The Battle for Your Mind , and the rest is history. Now, almost half a century later, the concept of positioning is just as relevant to businesses — and probably more so. That’s where brand positioning comes in. Brand Positioning Defined. Why Brand Positioning Is Important.

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[Interview] How B2B CMOs Manage and Develop Marketing Plans 


This is called the value gap and if that’s a positive number then that is a great business. We look at three brand metrics: Unaided awareness, i.e. the percentage of respondents who are aware of your product, brand, or advertising, i.e. your brand is top-of-mind without being assisted.

Infer Makes Headlines with Latest Product Innovations


D’Arcangelo noted that this resulted in “far more efficient ad spend, ad targeting by channel, segmentation, sales operations tactics and lead flow strategy.”. This “In the News” roundup highlights Infer’s insights and coverage from around the web.

How and Why to Use Segmentation in B2B Marketing

KEO Marketing

Segmentation is increasingly important for successful B2B marketing, and for marketing in general. Data compiled by Circle Research found that 92 percent of B2B marketers segment their target market. The exact approach to implementing segmentation can vary, though.

The 26 Best All-in-One SEO Tool Suites


finding opportunities for guest posting or product reviews), social media and email contact information, website outbound links, advertising opportunities, competitor backlinks, industry influencers, link building opportunities, and more. 19) Positionly. SEO has a lot of moving parts.

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Marketing Minds: Chris Pinkerton – VP, Enterprise Development, Media & Research @ Mediative

Puzzle Marketer

Chris Pinkerton VP, Enterprise Development, Media & Research @ Mediative Chris works with teams of marketing, branding and technology professionals to improve a companies interactive marketing, online sales, and clicks to bricks approach.

Rethinking Market Strategy In A Digital Economy

Tony Zambito

For instance, the rise of platforms such as Amazon and LinkedIn has significantly shifted the way customers interact with products and services. Affecting the development of market strategy is a multitude of market forces. by Delwar Hossain.

Build a Breakthrough Brand with a Clear Competitive Positioning


Yesterday’s Biznology® Webinar with Denise Lee Yohn was all about brand positioning. A clear, definitive competitive brand positioning is essential to brand building. It provides strategic guidance on product development, pricing, messaging, and more.

How Savvy Marketers Harness Social Data for Product Development


Moving to a fully integrated marketing picture for enterprise, using social media to compliment traditional market and product development research only makes sense. It also drives relevant reporting throughout the enterprise for strategy and product marketing decisions.


Best Practices on Developing an Account-Based Marketing Strategy

Launch Marketing

Targets are generally high-yield accounts and are considered a good fit for the business’ products or services. Through ABM, landing these target business accounts often means generating more revenue, penetrating new and desirable territories and positively influencing your market.

6 assumptions push marketing gets wrong


Theirs is the world of buying eyeballs and hoping some small percentage of the people attached to the eyeballs do something positive, or at least come away from the experience with a favorable brand impression. Marketers use hype and spin to sell their products.

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How to Develop a Winning Go-to-Market Strategy for Your Firm

Hinge Marketing

A business plan is broader in scope and considers every aspect of a business, while a go-to-market strategy is focused specifically on delivering a product or service to an end customer. 5 Steps for Developing a Professional Services Go-To-Market Strategy. Low price positioning?

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How to Build a Perfect B2B Product Page


There are a number of good resources out there on how to build effective ecommerce product pages. These product pages tend to be short, highly visual, and optimized for quick purchases -- a style that matches the typical behavior of a B2C consumer. 2) Develop your product positioning.

Design Thinking for User Centricity: An Interview With HG Data VP of Product Faith Chiang

HG Data

Product strategists have a lot to think about. They’re responsible for ensuring the products they build are ahead of the curve, but they also face the ongoing challenge of designing for individual users while applying to the broader market. According to Faith Chiang , HG Data’s new Vice President of Product, the key is to identify information that translates into customer opportunities, risks, and insights that they can act on. How does that apply to product design?

13 Key Website Design and Development Areas to Bring in Business

Hinge Marketing

When it comes to website design and development, professional services firms that commit these common lapses hurt their ability to compete and engage its audiences. Let’s examine 13 make-or-break areas when it comes to website design and development.

Do ABM Marketers Underestimate the Value of Messaging?

The Point

That’s because a decade ago, marketers were merely learning how to deliver automated nurture tracks to buyers at the segment level. Let’s face it, the color of a brand logo has little impact on sales results, but a brand’s positioning is critical.

Is your brand making maximizing interest from potential customers?


At the top of the funnel your emails should be focused on providing value in different ways with the goal being to find out what type of content, or product/service, each prospect is interested in. Develop customer personas.

How purposeful branding is driving millennials and social entrepreneurship


Consumer product companies seem to leading this trend. Wikipedia defines social entrepreneurship as “the use of techniques by startup companies and other entrepreneurs to develop, fund and implement solutions to social, cultural, or environmental issues.”

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13 Types of Product Content Sales Needs to Close More Deals


While this educational, top-of-the-funnel content is vitally important, let's not undermine the importance of bottom -of-the-funnel marketing content -- content that communicates the functionality and benefits of your product/services -- and content that enables your sales team and helps them sell.

A Simple Guide to Choosing the Right Chart for Your Data


Data about website performance, sales performance, product adoption, customer service, marketing campaign results. You could use this to show how something positively effects, has no effect, or negatively effects another variable. This post originally appeared on HubSpot's Agency Post.

How to Choose the Best Music for Your Video Marketing Projects


Using “bookend” music, or simply turning up the volume of the music at certain points, can also be used to divide your video into chapters or segments. Through custom score, composers can convey mixed moods and concepts that develop through the duration of a video.

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Product Marketing Best Practices: The Power of Customer Knowledge


We’ve established the importance of product marketing (and if you don’t agree with me, you can read about the value of product marketing here ). But there’s a fundamental value product marketers bring to an organization: customer knowledge.

Oracle’s Maxymiser Named a Leader in Forrester Wave for Online Testing

Modern Marketing

” As Forrester writes: "[Maxymiser’s] key differentiators are support for campaign planning and control, segment development and execution, professional services, and executive vision. Marketing Cloud Oracle Marketing Cloud Product News

Oracle’s Maxymiser Named a Leader in Forrester Wave for Online Testing

Modern Marketing

” As Forrester writes: "[Maxymiser’s] key differentiators are support for campaign planning and control, segment development and execution, professional services, and executive vision. Marketing Cloud Oracle Marketing Cloud Product News

4 Ways the Power of Buyer Choice Will Transform Business Marketing

Tony Zambito

Higher Grade Product Design Concept Models (Photo credit: Jordanhill School D&T Dept). This is part 5 and final article of a limited series on why buyer choice modeling is the new view B2B Business must adopt to improve revenue performance and develop long lasting relationships with buyers. . Leaders in B2B marketing and sales will soon have to migrate towards buyer segment teams that are focused on activities that are focused on the buyer’s entire brand and buyer experience.

Dominate Your Market by Flipping Your Content Strategy

Sales Engine

Perhaps you’ve been spending money in pay-per-click advertising and had a positive ROI. In the upper-right-hand corner of their website, it says “Products” if you’re playing along.) Development strategy

24 Growth Hacks to Try Today


If you’re not sure where your leads are most likely to convert -- on a product page, versus a pricing page, for example -- you can use a non-intrusive exit intent popup to test different conversion points. That can help you test positioning, and delight your customers ahead of a big launch.

2018 Content Marketing Toolkit: Tips, Templates, and Checklists

Content Marketing Institute

It can help you prepare a compelling case and assure stakeholders that your content marketing program will be well positioned to reach its goals. With stakeholder support, you can move on to develop the core building blocks of a content-first strategy. Develop your mission statement.

How to Actually Stick To Your New Year's Resolutions: 9 Data-Backed Tips


Research on pricing tactics suggests that consumption is driven not by the actual cost of a product or service, but by its perceived cost. When we break down a price -- or, in our case, a goal -- into more manageable segments, it's easier to convince ourselves to go after it.

11 Insightful Content Marketing Books From 2017 for Newcomers and Seasoned Pros

Content Marketing Institute

John describes his formula for top-of-mind positioning in two sentences: “All I did was what humans have done forever: learn something new and share it with each other. The Road to Recognition is an outstanding example of positioning a new book in a crowded market. Productivity

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Introducing AccountView by DiscoverOrg


But, to get it right, sales & marketing professionals must first understand the profile of their best and most valuable customers, develop an ideal customer profile (ICP), and use it as a pattern for identifying target prospects. Compare a competitor’s customer profile to your own and determine ways to improve your product, messaging, or positioning. AccountView provides the ability to drill into specific segments by clicking on chart bars, wedges, or listed values.

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How to Structure your Market Development Funds for Digital Marketing

Computer Market Research

As 2017 gains steam, the market development funds continues to adapt to digital . Market development fund (MDF) incentive programs have to take better consideration into digital. So, how can vendors more closely tailor market development funds to fit an evolving consumer landscape?

How to Structure your Market Development Funds for Digital Marketing

Computer Market Research

Many vendors argue that programs which feature market development funds are in a world of flux, and partners (with limited digital marketing experience) are struggling to adjust to end-customer’s transformative demands. Product Promotion – Partners will follow the Dollars.

How to develop a better b2b ecommerce strategy


There’s little emotion in their purchasing decisions, they are logical, practical and based around choosing a supplier they can trust – a supplier that ticks the most boxes in relation to product and cost, offers the most flexibility, and delivers the best service.

Tips to Improve Customer Loyalty: Necessity is the Mother of Retention


According to a survey done by Gleanster Research and Act-On Software , top-performing businesses continue to segment their email lists after the sale. Send an email campaign that shows them how to make the most of your service or product. Send a blog post with product hacks and tips.

Smart Agencies Don’t Neglect the Middle and Bottom of the Marketing Funnel


their marketing teams, to not just generate leads, but also to provide their business development people with qualified leads that are hot to buy. Within your MA platform, you can create tightly targeted list segments.

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4 Actionable Insights from Google Search Console Search Analytics Reports

KoMarketing Associates

I recommend further filtering the default report to show impressions, CTR, and average position, as well as clicks to the website. I would recommend evaluating this for primary brand names as well as key product names and sub-brands. Keyword Opportunity Development.

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6 Success Factors for Adopting Marketing Automation


Know your value proposition and what problem your product or service solves. Understand the best-fit companies for your product or service. This tells you who to say it to, so you can build targeted audience segments and prioritize how you invest in each.

Is customer satisfaction really important in B2B?

The B2B Research Blog

Its mission is to take the received wisdom, rigorously challenge it and, if it turns out to be flawed, develop a better approach. An analysis of their reasons reveals that in most B2B markets there are four distinct customer segments, each of them loyal for very different reasons.