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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

Web Sites - Five Things B2B Website Content Needs to Do to Engage Visitors : MarketingP... - 0 views

www.marketingprofs.com/...needs-to-do-to-engage-visitors

website strategy marketing B2B business-to-business btob lead generation

shared by Carri Bugbee on 02 Apr 12 - No Cached
  • Immediately orient visitors. "You'd better make sure people can figure out what your company does, why they're staring at your webpage and what they should do/get—and do it fast," Albee advises. Dump the jargon and get to your core information. Speak directly to them. Tell them what's in it for them. "Make sure your content speaks directly to them about stuff they care about—high-priority stuff," she says. Provide 'interest pathways' for them. To accommodate a range of prospects, offer unique pathways that appeal to individual interests—such as, "if X is your priority, then click here for all the resources you need about that topic." Answer their questions. Access your own site from the Internet, navigate it and see what questions come to mind as a visitor. This exercise can help you identify information gaps. Get them to do something. "What event can they sign up for that relates to their interests?" Albee asks. "What white paper or eBook can they download? Do you have related blog posts they might be interested in?" Invite them to follow you on Twitter.
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