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Carri Bugbee

Buyer Personas, Content Strategies Fuel Successful Marketing Campaigns - Musings - 0 views

www.informing-arts.biz/...to-offer-more-relevant-content

buyer personas content strategies marketing business-to-business btob B2B lead generation content marketing

shared by Carri Bugbee on 02 Apr 12 - No Cached
  • 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.
  • 45% of CMOs sur­veyed say they are faced with “mar­ket­ing to a grow­ing num­ber of peo­ple involved in the buy­ing process,”
  • 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.
  • ...2 more annotations...
  • ead nur­tur­ing cam­paigns are heav­ily depen­dent on high qual­ity con­tent that can be served up to the right per­son, at the right stage of the buy­ing cycle. With­out that con­tent, lead nur­tur­ing ini­tia­tives can­not deliver supe­rior results.
  • Map Buy­ers to Content Once you’ve iden­ti­fied key buyer per­sonas and devel­oped a POV on how best to inform or moti­vate them, you’ll want to turn that into a con­tent map. B2B mar­ket­ing automa­tion Mar­keto pro­vides sev­eral resources to help with con­tent map­ping. For exam­ple, Marketo’s blog shows a grid that you can adapt, with rows and columns to map the con­tent you have (or need to cre­ate) for each key buy­ing role, for each key stage of the buy­ing cycle.
  • Carri Bugbee on 02 Apr 12
     
    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.
Carri Bugbee

Learn The Mistakes Brands Are Making With Content Marketing . . . So You Don't Have To ... - 0 views

www.contentmarketinginstitute.com/...content-marketing-mistakes

business-to-business B2B content marketing btob Marketing brands

shared by Carri Bugbee on 18 Jun 12 - No Cached
  • Also, not enough branded content’s end goal is audience participation. Without enabling your customers to advocate on your behalf, your fancy-pants web video is stuck in paid/owned territory and has missed the boat on all that sweet earned media potential.
  • Many brands aren’t taking the time to map their content to buyer roles, personas and objections,
  • Sometimes brands overlook that the biggest audience that may need education is their employees. Don’t assume that because your education goes to the outside world that your employees are following along. Knowledgeable employees are an important part of maintaining that consistency.
  • ...4 more annotations...
  • brands need to stop telling us how awesome they are and start teaching people everything there is to know about their industry, niche, field, etc.
  • Not looking beyond basic demographics to get to know their prospects. How in the world do you develop relevant content if you don’t know the people your content is supposed to engage?
  • Forgetting that all content should have a call to action. What do you want them to do next?
  • Not creating imaginative ways to get more use out of content assets.
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