Personas

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• Is Your Content Strategy Heading in the Right Direction? Four-Steps to Make Sure It Does.Jake Athey
  Is your content marketing strategy working as hard as it should be and achieving your goals? Here's how to audit your content to ensure it's moving your customers—and your ROI—in ...
  B2B Marketing, Content, Content Marketing, Content Strategy, Personas
• Segmentation Models Are Outdated: How to Update Your Marketing Segmentation PracticesVignesh Clingam
  For decades, marketers have meticulously segmented audiences on demographics and personas, but these methods are growing irrelevant. There are stronger predictors of buying habits.
  Customer Relationships, Demographics, Marketing Strategy, Personalization, Personas, Segmentation
• Three Trends in B2B Buyer Behavior and How to Generate Quality Leads by Addressing ThemMarkus Linder
  Generating qualified leads remains a top challenge for B2B marketers. Here's how you can address three key B2B buying trends to earn buyers' attention and trust—and improve the quality of ...
  B2B Marketing, Customer Acquisition, Customer Behavior, Lead Generation, Lead Quality, Personalization, Personas, Sales
• Avoid These Four Marketing Budget-Planning Mistakes This SeasonJ.J. Kardwell
  Despite the annoyance, budget planning is an absolute necessity. Without it, you can't proceed or succeed. When planning for 2018, here's how to avoid and correct the top 4 mistakes ...
  AI, Data, Marketing Automation, Marketing Budgets, Marketing Planning, Personas, Sales, Segmentation
• 10 Questions to Ask When Interviewing Your Next B2B Digital Marketing AgencyAlexander Kesler
  If you've never done it, working with a B2B digital marketing agency can feel like a bold exploration of unknown territories. To make sure you don't lose your way, ask ...
  B2B Marketing, Branding, Hiring Outside Resources, Lead Generation, Marketing Operations, Marketing Strategy, Metrics, Personas, ROI, Sales
• Four Ways to Use SIC and NAICS Codes to Boost Marketing EffectivenessMimi Miles
  The SIC and NAICS classification systems were developed in an era of relatively little technology, but they provide a useful framework for the hundreds of industry verticals that manufacturing marketers ...
  B2B Marketing, Business Intelligence, Market Research, Marketing Planning, Personas, Research
• Travel as an Indicator of Demographics and Lifestyle [Infographic]Laura Forer
  Understanding your customers' travel preferences can help you to better understand and reach them.
  Advertising, Behavioral Marketing, Demographics, Location-Based Marketing, Personas
• Five Top Content Leaders Shed Light on the Needs of Modern B2B MarketingBarry Feldman
  Content marketing experts Scott Abel, Ardath Albee, Michael Brenner, Ann Handley, and Robert Rose share a heap of insights on content. If you know content marketing, you know that's quite ...
  Content, Content Marketing, Content Strategy, Marketing Strategy, Personas, ROI
• Four Steps for Driving Customer Loyalty With Data SciencePauline Brown
  To build loyalty and retain customers, marketing teams can take these four steps that improve customer insights and the overall customer experience—and build lasting customer relationships.
  Big Data, Customer Insight, Customer Loyalty, Customer Relationships, Customer Retention, Data, Demographics, Personas, Segmentation
• How to Use the Six ABM Processes to Align Sales and Marketing and Drive Real ResultsJon Miller
  Account-based marketing is built on six processes that flip the focus from generating leads to courting the companies you want to do business with. An added benefit: total sales and ...
  Account-Based Marketing, B2B Marketing, Collaboration, Lead Generation, Lead Nurturing, Marketing Strategy, Personas, Sales
• Buyer Personas: How Much Detail Is Too Much?Marcus Schaller
  At what point does a buyer persona mutate from a useful marketing tool into a meaningless collection of bullet points, stock headshots, and random guesses? Here's what we really need ...
  Customer Acquisition, Customer Insight, Customer Relationships, Demographics, Lead Generation, Marketing Strategy, Personas, Sales
• Marketing's Important Role in Accelerating Sales to Large Buying GroupsChristine Slocumb
  Just five years ago, in small-to-midmarket companies, 1-2 people were typically involved in the purchase decision. In recent years, that trend has shifted; now, 3+ people must approve purchases, even ...
  Account-Based Marketing, B2B Marketing, Content, Content Marketing, Lead Nurturing, Personas, Sales
• Seven Segmentation Mistakes That Will Cost Your Business MoneyAnna Kayfitz
  Are you getting the most out of segmentation, or are you leaving money on the table? Here are seven common mistakes to avoid.
  Customer Acquisition, Data, Lead Nurturing, Personas, Sales, Segmentation
• Content and the Buying Decision Cycle: Guarantee Your Content Creates Sales (Article 2 of 4)Mark Eardley
  In B2B marketing, to convince customers to buy from you, they must know who you are, what you do, and why you matter to them. Here's how to move their ...
  B2B Marketing, Brand Positioning, Content Marketing, Customer Behavior, Customer Engagement, Customer Relationships, Marketing Strategy, Personas, Positioning, Print Collateral, Sales
• Hot Trends in Marketing Automation You Need to KnowKevin Akeroyd
  To get the most out of their marketing automation platforms, B2B marketers need to understand the latest marketing automation trends.
  B2B Marketing, Email, Email Marketing, Marketing Automation, Marketing Strategy, Personas, Technology
• How to Engage B2B Decision-Makers Who Generate Your Sales and Margins: Market Focus (Article 1 of 4)Mark Eardley
  The purpose of B2B marketing is to attract and retain profitable customers. The first step toward that goal is to learn who influences buying decisions—and then win their trust in ...
  B2B Marketing, Content Marketing, Customer Acquisition, Customer Relationships, Inbound Marketing, Personas, Research, Sales
• Beginner's Guide to Creating Fleshed-Out Buyer Personas for B2B Inbound MarketingCarly Schoonhoven
  Marketing to the wrong people doesn't help you. Knowing what motivates purchase decisions is essential to building a successful inbound program. So how do you figure out what motivates purchase ...
  B2B Marketing, Content, Content Marketing, Customer Behavior, Demographics, Google Analytics, Inbound Marketing, Lead Generation, Personas, Sales, Social Analytics, Social Media
• How to Craft Blog Posts and Articles That Exceed Performance Expectations in Any IndustryRogelio Rodriguez
  Inbound marketers must convert readers into customers. However, producing compelling content three or four times a week can be challenging. These four steps to creating better blog posts and articles ...
  Content, Content Marketing, Inbound Marketing, Lead Generation, Personas, Writing
• Your Six-Step Road Map to Rebranding [Infographic]Verónica Jarski
  Thinking about rebranding? The following six steps can help you launch a successful rebranding effort.
  Brand Awareness, Brand Management, Brand Positioning, Collaboration, Data, Marketing Strategy, Personas
• Four Ways People Think and How to Convince Them to BuyMikita Mikado
  What motivates your buyers? Four key personality types, as defined by the DISC model, will give you the clues you need to understand buyers. Here is how each type of ...
  B2B Marketing, Customer Behavior, Lead Nurturing, Personas, Sales