How B2B Buyer Personas Influence Online Marketing Campaigns

KoMarketing Associates

B2B buyer personas provide a foundation for accomplishing the research and development of effective online marketing campaigns designed to achieve strategic marketing objectives. What Are B2B Buyer Personas? How do they go about researching new solutions and vendor capabilities?

20 Questions to Ask When Creating Buyer Personas [Free Template]

Hubspot

Buyer personas are a crucial component of successful inbound marketing, particularly for the sales and marketing departments. Download our free buyer persona template here to learn how to create buyer personas for your business. Which metric(s) is your persona responsible for?

What Does a Great Buyer Persona Look Like? Dissecting 3 Real-Life Examples

Hubspot

Take buyer personas, for instance. We spoke with three of our customers to see if they''d share their personas with the world -- and they said yes. Below, we''ve shared their personas, and dissected why their examples are great. Inside Visual Creatives'' Buyer Persona.

How to Get Started with Inbound Marketing

Webbiquity

Plus, with inbound marketing, you’re only creating content that appeals to your buyer personas. Providing helpful information can then help to build brand loyalty and brand authority—making you the trusted experts in your field! Step 2: Create Buyer Personas.

Looking Outside In: Know Your Buyer First

ANNUITAS

In it, the use of buyer personas was explored and surprisingly only 44% of enterprise B2B organizations use buyer personas as part of their Demand Generation planning. Demographic information is critical for most marketers using buyer personas according to the ANNUITAS research.

Looking Outside In: Know Your Buyers First

ANNUITAS

In it, the use of buyer personas was explored and surprisingly only 44% of enterprise B2B organizations use buyer personas as part of their Demand Generation planning. Demographic information is critical for most marketers using buyer personas according to the ANNUITAS research.

Make it a Match: How to take a prospect from “Who?” to “I Do!”

Televerde

The purpose of developing buyer personas and mapping their journeys is about relevancy—delivering the right message, to the right person, at the right time. This means understanding your ideal buyer personas and curating content to meet them where they’re at in the buyer’s journey.

The Role of Emotions in B2B Marketing: Telling a Story, Making a Sale

Marketing Action

Of the 145 executives who took part in the survey: 93% expressed the importance of working with an honest vendor. These factors all involve creating an emotional connection that resonates with individual buyers, and trust is a key factor as well.

Lead Nurturing: 5 Useful Tactics to Get More Opportunities

B2B Lead Blog

For more on this read, you can’t automate trust. Use online alerts to the main phrases in your industry to find content from bloggers and industry publications that are vendor agnostic and can share with your lead nurturing audience through a short synopsis and a link.

Marketing Content That Sells

The Effective Marketer

The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking Marketing Content That Sells When talking with lead nurturing and marketing automation vendors they all make it seem very easy.

Email Personalization Basics (+American Express Travelink’s Email Success Story)

Marketing Action

Build personas. A persona is a detailed representation of an actual good customer profile of yours. You create personas through research, including interviewing your best customers to discover their common needs, characteristics, and behaviors.

Understanding the B2B Buying Disconnect

Cintell

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. So how can vendors address the disconnect? .

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Inbound Marketing or Outbound? Which is the Winner?

Act-On

With the rise of internet-empowered buyers, inbound marketing has helped vendors take control of the initial pieces of the buyer’s journey. Today, it’s all about learning about your prospects and what they want so you can develop personas that represent them accurately.

6 Steps to a Content Marketing Plan that Can Drive Conversions

Marketing Action

They trust only their own research. Understand your buyer personas and identify their challenges. To understand your buyer persona , you need to go back to the demographics of your existing customers and run reports on their job titles, departments, and regions, along with company size.

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Jewel, a CFO and 2,500 B2B Marketers Walk Into a Room…

6sense

Show them empathy – and build their trust. Last week in Las Vegas, we were 2,500 B2B marketers, 99 vendors, numerous sales people and two CFOs (yes – I found another one there!) As the CFO of a software company, the prospect of attending a three-day B2B marketing conference can be daunting. Where do I fit in amid a sea of marketers? Fortunately, the SiriusDecisions 2017 Summit had a little bit of everything for everyone.

The Next-Generation SiriusDecisions Demand Waterfall: A Framework to Prioritize In-Market Buyers

6sense

How to use this approach to build trust, efficiency and improved metrics across sales and marketing. Cisco: achieved a 3x higher MQL to SQL conversion rate than any other campaign ever run, 5x higher average opportunity size and 13x more pipeline than three other intent vendors combined. If you’re heading to SiriusDecisions Summit next week, one of the can’t-miss analyst keynotes will be Kerry Cunningham and Terry Flaherty ’s unveiling of the Next-Generation Demand Waterfall.

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Is Content Marketing Killing Your Customer Conference?

Act-On

Many vendors do everything under the sun to entice customers to sign up, yet these events still suffer from below-goal attendance and a hit to the bottom line. Customers hungered for the vital information and vendor connections conferences gave them—needs that weren’t met in other ways at that time. So vendors raced to launch inaugural annual conferences, despite the years it usually took to break even on them.

How To Define A Content Mapping Strategy

Strategic-IC

Keep Your Personas Top Of Mind. Your buyer personas are generalised, fictional representations of your ideal customers. Keeping your persona audience in mind will ensure your marketing campaigns have the best chance of success, by resonating with their specific needs and interests.

The Single Most Important Element for Increasing B2B Lead Gen and Sales

Webbiquity

Clearly the suggestion isn’t that enterprise software vendors should start taking out print advertisements in Vogue magazine, or that machine tool manufacturers should invest in splashy commercials on The Golf Channel. This post originally appeared on MarketingProfs.

B2B Selling to a Millennial Stakeholder

Heinz Marketing

As illustrated by Forbes , the top 4 ways millennials gather information includes product demos, 3rd party user reviews, free trials, and then the vendor or product’s website (in that order). This brings us to the importance of buyer personas. Trust is key.

4 Tricks To Master The Magic Of Modern Lead Generation

Marketing Insider Group

The latter can enable a seller to become known, liked, differentiated and trusted by the buyer, making price less of a deciding factor when the decision is made. That will give you the opportunity to keep in touch and start building a relationship of trust with the prospect.

How to Incorporate Customer Journey Mapping into Your Marketing Strategy

DivvyHQ

Start with creating a buyer persona. Buyer persona development exercises differ depending on whether you are selling to businesses or direct to consumer, but the process typically seeks answers to questions like: What is your buyer’s typical demographic makeup?

4 Tricks To Master The Magic Of Modern Lead Generation

The Forward Observer

The latter can enable a seller to become known, liked, differentiated and trusted by the buyer, making price less of a deciding factor when the decision is made. That will give you the opportunity to keep in touch and start building a relationship of trust with the prospect.

Marketo Conference: Is Predictive Modeling The Future of Marketing Automation?

Customer Experience Matrix

As usual for me, I spent much of conference prowling the exhibit hall checking out old and new vendors. By far the most notable presence was predictive modeling vendors – Leadspace , Mintigo , Lattice Engines , Infer , Fliptop , SalesPredict , 6Sense , Everstring plus maybe some others I’m forgetting. It also prompted many interesting discussions with them vendors themselves, who, not surprisingly, are an especially analytical and thoughtful group.

The Most Important Force for Increasing Leads and Sales

Webbiquity

Clearly it’s not that enterprise software vendors should start running print ads in Vogue magazine, or that machine tool manufacturers should invest in splashy TV commercials on The Golf Channel. Business buyers won’t buy from vendors who lack visibility in search and social media.

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Closing the Sale: Marketing to Software Users vs. Decision Makers for Your Tech Company

SmartBug Media

Let’s talk about your buyer personas. As a SaaS (software as a service) company, you may have two, perhaps four, buyer personas, most likely broken into two main categories—end users and decision makers. What information did they trust to make their decision? As you talk to your customers and begin to identify the role and perhaps the title of each user and decision maker involved, start to fill in the details of your buyer personas. SaaS Buyer Persona Examples.

How to Audit and Beef Up Your Lead Gen Strategy Using Content

SmartBug Media

Step 1: Make Sure Your Personas Are Your Top Priority. Whether you’re auditing specific conversion paths, or reviewing the full scope of your lead generation strategy, understanding your personas is critical to your success. Consider a Persona Refresh.

You Need to Understand These 6 Things About What B2B Buyers Want

Act-On

While B2B buyers hate giving out their own contact information, they expect a vendor’s website to have ample contact info. But half of B2B buyers say the vendor websites they visit don’t have that contact information.

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Content marketing’s $40 billion miss

Biznology

It found a nearly total disconnect between the issues that matter to buyers and the messages vendors put in the marketplace. Asked about their opinion of the content vendors provide them, 65 percent of business decision makers told Forrester, “much of it is useless.”

A New Generation of Marketing Metrics & the ROI of Better Data

DiscoverOrg

When it comes measuring the health of our prospect data, we’re used to showing raw growth in the number of contacts and accounts, or a coverage percentage for target accounts or personas. In addition to lowering the cost of database maintenance by decreasing unnecessary bloat, marketing teams can consolidate vendors and negotiate lower pricing with fewer parties. Sales teams must be able to trust the leads that come from marketing.

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Seven Ways to Humanize B2B Marketing

Webbiquity

Thing is, the core message of most B2B products and services revolves around how a vendor’s offering helps its customers (companies and government agencies) do things better-faster-cheaper. So how can a B2B vendor stand out, and potentially create more sustainable competitive advantage?

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3 Sales And Marketing Challenges With Today’s B2B Buyer

PathFactory

So almost invariably, your sales and marketing teams now HAVE to engage multiple disparate personas and personalities in every sale. 66% of selling teams today do not feel confident about developing relationships with these committees and personas.

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3 Ways To Create Content That Converts

ANNUITAS

Get real: Earn your buyers’ trust by delivering on the promise of the content. If buyers care about an issue, even if you don’t have a direct line to your solution, you can become a trusted advisor by beginning your dialogue on that issue.

Software Should Be Bought, Not Sold (And More From INBOUND 2019)

PathFactory

For too long, marketers have relied on artifacts like personas to “personalize” marketing efforts. During his INBOUND session about AI, PR 20/20 CEO and Marketing AI Institute founder Paul Roetzer said it’s absurd to create three personas and expect them to represent all of your buyers.

5 Shared Traits Among Today’s B2B Buyers

KoMarketing Associates

This data is consistent with figures from our Usability Report , which shows that 37 percent of survey respondents will visit a vendor website three to five times before contacting them. “Without a strategy, marketing is just stuff. The world has enough stuff, be intentional.”.

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How Well Do You Know Your Audience?

PureB2B

And the Content Marketing Institute found in its B2B Content Marketing 2019 report that well-researched personas can help teams create successful content; however, too few content marketers are actually talking with customers to understand their needs (42%).

Five Sales Enablement Tactics B2B Marketers Need to Master

Webbiquity

Crafting buyer personas for sales reps and treating them like customers by tailoring outreach, tools, and techniques to the needs of different teams will go a long way in improving their sales effectiveness. This helps to build trust as customers value organizations that share information.