Engagio

JULY 19, 2021

In simple terms, it involves reframing ABM and B2B go-to-market strategy through a distinct customer-experience lens. Unfortunately, too many B2B marketers start fishing too far down the ABM funnel too early — programmatically spending the money on trying to catch the MQLs and SQLs without putting in the work.

Account Based Marketing 77

Account Based Marketing Marketing Analytics Tools Paid Search Agency Top of Funnel 77

Madison Logic

SEPTEMBER 21, 2023

Display advertising has a bad reputation, due to common misconceptions about its limited value in B2B campaigns. In fact, research suggests that B2B display advertising is projected to surpass traditional search spending for the first time. Here, we’ve rounded up the most popular display ad formats for B2B marketing.

Display 52

Display Advertising Channels Account Based Marketing Advertisements 52

Zoominfo

FEBRUARY 18, 2018

If you’re a regular reader of our B2B blog, you already know the drill. Direct Dials: The Secret to B2B Sales Success. For those who aren’t familiar, connect rate—or reach rate—is the number of calls it takes for a sales rep to connect with a potential buyer. B2B marketing often gets a bad rap. It’s that time again.

B2B Marketing 124

B2B Marketing B2B Zoominfo B2B Sales 124

ClearVoice

MARCH 9, 2020

At a deeper glance, HubSpot defines the customer journey, also known as a buyer’s journey, as “the process buyers go through to become aware of, consider and evaluate, and decide to purchase a new product or service.” ” We see our buyer’s journey beginning at the wide-mouth opening at the top. .”

Top of Funnel 112

Top of Funnel Ideal Customer Profiles Buyer Personas Advertising Funnels 112

Vidyard

MARCH 23, 2021

You can’t create great videos without determining the buyer personas you want to appeal to and their pain points. Your video marketing mission statement should look something like this: “At (company name), we make (type) video content for (specific buyer personas), so that they (exactly what you want them to do).”

Enterprise Management 116

Enterprise Management Work Management Video Marketing Marketing & Strategy 116

Marketing Interactions

JUNE 23, 2017

In a previous post, I shared a four-step process for creating in-depth B2B buyer personas. In this post, I’ll discuss how the details of a buyer persona inform a content marketing strategy. 9 Components of a B2B Buyer Persona. For a B2B, orientation is the equivalent to demographics in a B2C.

Buyer Personas 64

Buyer Personas Marketing Strategy Marketing & Strategy B2B Marketing 64

Content Marketing Institute

SEPTEMBER 20, 2018

Like many large B2B companies, we focused on product marketing, and each business unit would market to customers on their own,” Bob says. “To Many B2B marketers mistakenly focus on product first, not the audience, says @BobMeindl. The audience-first process adopted by the restructured organization includes: Identification of personas.

Creativity 77

Creativity Enterprise Management Buyer Personas Content 77

Tony Zambito

AUGUST 2, 2011

This is the fourth part of a series of reflective articles on the future of buyer personas.    In part 1 through part 3 I focused primarily on misconceptions, what needed to change, and why changes must take place in buyer persona development in the social age. 

Buyer Personas 100

Buyer Personas Viral Marketing Ideal Customer Profiles B2B Sales 100

Hubspot

OCTOBER 11, 2019

Personal selling is most commonly used for business-to-business (B2B) selling, although it’s also used in retail and trade selling, too. It’s the job of your sales team to correct any misconceptions , handle any objections, and answer any questions — without seeming pushy or losing the trust of the prospect. Be natural and personable.

Personalization 77

Personalization Work Management Marketing Management Customer Satisfaction 77

Tony Zambito

FEBRUARY 1, 2010

In the B2B marketplace, many organizations struggle with how to view their customers.   Therein lays a critical element in the adoption of buyer personas by senior leaders of B2B organizations. have all been around the “business” or “company”, many senior leaders can tend to overlook the power of buyer personas.

Buyer Personas 100

Buyer Personas Business Ideal Customer Profiles Segmentation 100

Tony Zambito

FEBRUARY 9, 2010

B2B organizations represent a multitude of complex relationships.   These relationships all meant to help advance an organization towards profitability and in today’s buyer centric world – sustainability.   A misconception seen over the past few years is the creation of buyer personas in a one dimensional setting.

Buyer Personas 100

Buyer Personas B2B Sales Forecasting Marketing Management 100

Tony Zambito

JULY 10, 2011

In part 1 of this reflection on the future of buyer personas, I focused on how it is important to leave some of the major misconceptions about buyer personas behind in order to peer into the future.    Without a doubt, we are seeing the most dramatic change in buyer behaviors since post World War II. 

Buyer Personas 100

Buyer Personas Top of Funnel Peer-to-peer Marketing Funnels 100

Terminus

JUNE 30, 2022

“At the end of the day, B2B and B2C buyers are the same people,” says Tenisha Griggs, Terminus Vice President and Head Global Media. Nuvolo, another Terminus Connected TV user, uses this platform to cut through the noise and target buying personas. “We We follow the buyer,” says Nuvolo CMO, Ben Person.

Paid Search Agency 26

Paid Search Agency Webinar Metrics Ads Multi-Channel 26

Tony Zambito

JULY 18, 2011

This is the third part of a series of reflective articles on the future of buyer personas.    In part 1 of this reflection on the future of buyer personas, I focused on some of the misconceptions about buyer personas and in part 2 , I offered perspectives on why changes were needed to be relevant to the social age. 

Buyer Personas 100

Buyer Personas Lead Ranking Ideal Customer Profiles Opt-out 100

Tony Zambito

JANUARY 25, 2010

In this segment of the Buyer Persona 2.0 series I would like to talk about an often overlooked aspect of buyer personas.   When it comes to finding the disruptive edge in B2B sales and marketing, understanding and leveraging buyer goals is paramount.   The third key tenet of Buyer Persona 2.0

Buyer Personas 100

Buyer Personas Lead Ranking Customer Satisfaction Correlation 100

Rev

NOVEMBER 15, 2018

In too many companies, B2B marketing is a junior partner, often not getting a seat at the executive table. Before talking about some important principles in winning the love of the sales organization, let me talk about what’s at the heart of many struggles in B2B: complexity. That last item, job longevity, is a heart-stopper, right?

Top of Funnel 113

Top of Funnel Advertising Agencies Paid Search Agency B2B Sales 113

Vidyard

OCTOBER 27, 2019

You can’t create great videos without determining the buyer personas you want to appeal to and their pain points. Your video marketing mission statement should look something like this: “At (company name), we make (type) video content for (specific buyer personas), so that they (exactly what you want them to do).”.

Enterprise Management 83

Enterprise Management Video Marketing Marketing & Strategy Marketing Strategy 83

Hubspot

DECEMBER 11, 2019

In recent years, there's been a common misconception that Gen Z and millennials are essentially the same. While millennials are slightly less frugal than Gen Z, the idea that the older generation is more frivolous is also a huge misconception. Sure, many millennials and Gen Zers are considered "young adults."

Mobile Advertising 101

Mobile Advertising Paid Search Agency Mobile Marketing Marketing & Strategy 101

Terminus

OCTOBER 29, 2021

ABM is a good fit for B2B companies selling high-ticket products to mid-level and enterprise customers. This type of sales is usually characterized by long and complex sales cycles involving multiple buyers in target accounts. Why is this a misconception? Myths like: 1. ABM Replaces All Other Marketing Activities.

Ideal Customer Profiles 58

Ideal Customer Profiles Account Based Marketing ABM Campaigns 58

Marketing 261

AUGUST 22, 2018

There is a common misconception of content marketing. An effective messaging and positioning statement will also lay out the company’s brand and style, its core values, target markets, top buyer personas, and how that company differentiates itself from other competition, among other data points.

Brand Identity 59

Brand Identity Branding Work Management Storytelling 59

Hubspot

JULY 1, 2015

It’s commonly known that buyer personas are essential to any successful inbound marketing strategy. But, in the B2B industry there have been some interesting (and even seismic) shifts in the last two years, causing the need for the buyer personas you created even just six months ago to be re-evaluated and possibly redone.

Buyer Personas 28

Buyer Personas Top of Funnel Digital Marketing Funnels Inbound Marketing 28

Atomic Reach

NOVEMBER 21, 2018

To differentiate your B2B brand from others on such platforms, you need to have an authentic and distinctive brand voice. Admittedly, this can be much more difficult for B2B companies than B2C companies. Well, I’m about to show you that you can establish an interesting brand voice, even in the B2B sphere. Have Some Fun With It.

Brand Identity 45

Brand Identity Branding B2B Thought Leadership B2B 45

Directive Agency

MAY 24, 2017

B2B marketers frequently use the terms “demand generation” and “lead generation” interchangeably. In this post, I will focus on the individual value of each tactic and how striking a balance between them can empower your B2B marketing strategy. Two different terms, two different meanings!

Lead Gen 53

Lead Gen Demand Ideal Customer Profiles Lead Scoring 53

Adobe Experience Cloud Blog

MARCH 1, 2016

LinkedIn is a powerhouse in the B2B sector—with a website rank of 16th in the world and users totaling 400 million, according to Alexa. Common misunderstandings: Are there common misconceptions of your brand, product, or industry? Who do buyers look towards to influence their purchase decision? You might be surprised.

Communities 48

Communities Marketing & Strategy B2B Thought Leadership Thought Leadership 48

FunnelEnvy

APRIL 1, 2024

All of this will require robust B2B demand gen strategies. This area is where B2B demand generation (demand gen) comes in. What is B2B Demand Gen for SaaS Companies? B2B demand generation focuses on creating brand awareness, driving interest, and generating leads for your SaaS product or service.

Marketing Budget 67

Marketing Budget Top of Funnel Marketing AI Webinar Metrics 67

Cintell

MARCH 20, 2015

Helping companies to understand their buyers has become an industry in and of itself – one that is growing in both size and importance. In 2016 B2B marketers predict that understanding buyers will be their #1 job responsibility – and for good reason.

Research 100

Research Work Management Buyer Personas Advertising Agencies 100

ClearVoice

SEPTEMBER 3, 2020

In 2014 I was in my element when I landed a brand new role as a content manager at a B2B marketing agency. To help you align your content with the buyer journey stages , this list of content types is organized into four stages: Educate/Top-of-Funnel (ToFu). Beyond the funnel is that delightful time when your buyer is your customer.

Top of Funnel 124

Top of Funnel Work Management Marketing Management Paid Search Agency 124

Unbound B2B

JANUARY 16, 2023

Creating a buyer persona is the first step in drafting a SaaS marketing plan. What Is SaaS Marketing SaaS marketing is a very specific form of B2B software marketing that focuses on promoting a subscription-based SaaS product. Craft Your Buyer’s Persona. Let’s start with the basics. Let’s make this easy for you.

Planning 40

Planning Enterprise Management Marketing Plans Work Management 40

Kapost

APRIL 11, 2016

B2B content marketers are under the gun to prove that content marketing performance is tied to business value—namely revenue. This has been difficult to achieve, however, likely because of a few misconceptions about content marketing. Myth 2: If I publish more content, I’ll get buyers to move through the purchasing process faster.

Enterprise Management 72

Enterprise Management Content Custom Publishing Work Management 72

Tony Zambito

FEBRUARY 22, 2010

  Where buyer personas fit in the scheme of segmentation has been a source of confusion since the early days of design personas.   There has been misconceptions about how buyer personas are either in opposition to or not useful to segmentation.     Buyer Personas Segmentation. .

Buyer Personas 100

Buyer Personas Segmentation Ideal Customer Profiles Buying Cycle 100

Content Standard

MAY 22, 2016

Brands, testing out new advertising methods, also conceptualized and created public personas—the Man in the Hathaway Suit and the Marlboro Man—to connect with audiences through relevance, authenticity, and aspiration. But that assumes most brands allow percentages of unmitigated risk in marketing—and that’s simply not true.

Enterprise Management 62

Enterprise Management Banner Ads Television marketing Banners 62

Strategic-IC

FEBRUARY 11, 2021

Personalized, relevant and driving up to 208% increase in revenue , Account-based Marketing is rightly in the strategy toolkit of a growing league of B2B marketers. So what do B2B marketers today need to know to build an effective and successful ABM program? But does this mean ABM is suitable for all B2B businesses?

Account Based Marketing 62

Account Based Marketing ABM Ideal Customer Profiles Brand Identity 62

Content Standard

MAY 22, 2016

Brands, testing out new advertising methods, also conceptualized and created public personas—the Man in the Hathaway Suit and the Marlboro Man—to connect with audiences through relevance, authenticity, and aspiration. But that assumes most brands allow percentages of unmitigated risk in marketing—and that’s simply not true.

Enterprise Management 42

Enterprise Management Marketing Strategy Marketing & Strategy Paid Search Agency 42

SmartBug Media

JULY 9, 2019

“Our buyers are scientists. This makes them the ultimate persona for your content marketing efforts. Maybe You Don’t Really Understand Your Scientist Personas. Knowing whether your personas need conceptual trends and opinions or statistics and measurements can help you create content that better resonates with them.

Planning 67

Planning Advertising Agencies Buyer Personas Content 67

Engagio

MAY 19, 2020

The greatest misconception of the account-based movement is thinking that any one function is responsible for the account based strategy. Bigger deals mean more risk to the buyer, which leads to the need for a more in-depth and involved decision-making process. The truth is ABM isn’t just for marketers. It’s not a marketing initiative.

Sales Management 62

Sales Management Account Based Marketing ABM Top of Funnel 62

SnapApp

AUGUST 31, 2017

For B2B marketing and sales teams to continue finding success, they must be able to identify, acknowledge, and respond to the generational differences of today’s new buying committees. . 43 CEOs, VPs and Content Strategists Discuss How Millennials Impact B2B Buying Committees. . Is any of this surprising or validating?

Sales Management 112

Sales Management Paid Content Buy Top of Funnel 112

Valasys

NOVEMBER 5, 2018

Haven’t mapped out their buyer persona. There are many potential stories that pop into a B2B business’ mind but you need to weed through them to find a newsworthy topic that deserves a press release. As much as 80% of B2B content marketing assets are gated. When on the contrary they are just. Gated Content.

Lead Generation 53

Lead Generation Paid Content Lead Scoring Lead Ranking 53