Buyer Personas, Content Strategies Fuel Successful Marketing Campaigns - Musings - 0 views
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To improve sales productivity marketers must provide relevant information to support the needs of both key decision makers, as well as the buying influencers. Effective lead nurturing campaigns are highly dependent upon the availability of relevant content, for each key touchpoint throughout the buying cycle. B2B marketing automation experts like Eloqua and Marketo say that this content should be relevant to the buyer’s role and key business issues, not just to the application or solution under consideration.
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45% of CMOs surveyed say they are faced with “marketing to a growing number of people involved in the buying process,”
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A buyer persona is a detailed profile of an example buyer that represents the real audience — an archetype of the target buyer. Marketers can use buyer personas to clarify the goals, concerns, preferences and decision process that are most relevant to their customers. Imagine how effective marketers could be if we would all stop making stuff up and start aligning our messages and programs with the way real people think.
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Develop Buyer Personas When building your content strategy, don't overlook the critical importance of identifying key buyer personas and characterizing their respective needs as they progress through the buying cycle. For example, if a CMO, CFO, and VP of Marketing Operations all need to say yes before you can make a sale, how do you address their differing concerns? What's a buyer persona? "A buyer persona is a detailed profile of an example buyer that represents the real audience - an archetype of the target buyer. Marketers can use buyer personas to clarify the goals, concerns, preferences and decision process that are most relevant to their customers. Imagine how effective marketers could be if we would all stop making stuff up and start aligning our messages and programs with the way real people think.