What happens when you interview customers to understand the attitudes and interactions that affect their buying decisions? You uncover the specific customer perceptions that marketing and sales professionals must influence to win more business.
Over the last year, Buyer Persona Institute interviewed customers in roles as diverse as CEO, CIO, engineer and physician, probing for the truth about the factors that affected the outcomes of their recent buying decisions. In this presentation, Adele Revella, author of Buyer Personas: How to Gain Insight into Your Customer’s Expectations, Align Your Marketing Strategies, and Win More Business (Wiley, March 2015), will highlight the most compelling insights revealed to her team.
Informed by her decades-long career as a marketing and sales professional, Revella will:
- Reveal why marketers need to segment and target audiences based on clarity about buyer expectations
- Show why benefits-oriented messaging is largely irrelevant to buyers
- Describe a method to develop the useful content that customers want as they navigate their journey
Attendees will leave with a plan to help their target customers evaluate their options on their own terms, creating a bond of trust that competitors can’t match at any price.
Developing a content marketing strategy remains one of the toughest challenges in B2B Marketing today. At the same time, it is near the top of the list of priorities for got-to-market strategies in the new digital age. Developing and defining an effective content strategy starts with understanding your audience of customers and buyers. How can you get to know your audience of customers and buyers?
In this session, you will learn of the Power of Buyer Personas to help you deliver the right content, to the right buyers, at the right time. Shaping an effective and on-target content marketing strategy. You will learn from the creator of buyer personas, what a buyer persona is, how to gain deep buyer insights, and how they inform content strategy. In this session, you will discover:
•What is a buyer persona and why the original definition still matters
•How to acquire deep and profound buyer insights
•How to use the powerful modeling tools of buyer persona and buyer insight development
•How deep buyer understanding helps you organize for content strategy effectiveness
Content marketing and selling is the biggest, most important movement happening in marketing today. In order to be effective, organizations need a thorough understanding of the buyer. Buyer personas are the first step to successful sales and marketing. Listen to Tony Zambito, the original creator of the buyer persona framework, as we explains best practices for building your buyer personas.
If you like this video, watch Tony on August 14 at 9am PDT as he talks about buyer personas and best practices on developing them: https://www.brighttalk.com/webcast/9073/81879
Why do people do the things they do? As marketers, we're constantly asking why, and how, buyers buy. The truth is the ways in which we shop and consume are drastically different than ever before.
In this session, Katie shares some of the thinking, research, and ideas from the world of psychology that she's found in her own attempt to understand why buyers (especially B2B) do what they do. She'll also share some strategies for addressing this brave new world of marketing, as we all work to keep up, and stay relevant. Join Katie as she uncovers the truths about today’s B2B buyer.
An effective demand generation strategy requires a deep understanding of the individuals involved in the buying process and the events that trigger the sales cycle. Marketers must identify the pain points and challenges their buyers are looking to address with their purchase.
How do marketers develop those keen insights that allow vendors to engage, nurture and convert their prospects through the buyer’s journey? How do buyer personas play a role in demand generation and how should they be leveraged to maximize program effectiveness?
Join ANNUITAS to learn how to:
- Identify deep buyer insights that are core to your demand generation strategy
- Leverage personas in the development of content and programs to connect with your buyer
- Build a strategy that maps to your buyer and generates pipeline and revenue
Is your sales organization prepared to sell to the 2015 empowered buyer? To grow revenue you must go beyond the re-org of sales staff and territories. As we come into the new year it's imperative that you put in place a holistic system to enable success or risk the chance of your sales staff becoming irrelevant to your buyer.
This session is a round table discussion following topics related to the 4 elements of sales enablement:
• People: sales skills needed to sell to smarter buyers
• Process: defining and aligning sales methodologies to the buyers journey
• Content: messaging and assets needed to advance the buyer through their journey
• Technology: automation to educate as sellers sell and buyers self educate
The buying experience is key to selling in a complex sales environment. So too is your sales team's ability to challenge and educate your buyer. But how do you equip sales reps to be the expert they need to be? This panel will explore best practices, tools, and systems that enable high-performing teams to successfully deliver a winning buying experience.Read more >
Moving toward a buyer-centric marketing model is an essential strategic requirement in B2B marketing today. As marketers, we have a tendency to indulge in marketing strategies that focus on *our* priorities, *our* key messages and *our* current content assets first. A buyer-centric model naturally prioritizes the buyer’s business challenges and the questions they need answered to make a purchase.
- Comprehending why audience insight is crucial
- Ensuring you know your buyer
- Gaining insight into key stages and content requirements of the buyer's journey
- Planning a content strategy and roadmap (including a glossary of terms)
About Your Presenter:
Lauren brings more than 15 years experience in demand-centric marketing to her role. Her number one responsibility is to collaborate with clients and prospects - and the agency - to align business objectives and campaign goals. With experience on both the client and agency sides of the business, Lauren has worked with some of the world’s most respected companies, including Adobe, Microsoft, Intel, HP, Ciena, Symantec, Getty Images, NetApp, Sterling Commerce, Cruise West, Starbucks, Sun Microsystems and Starwood Resorts.
As markets become more fluid and fragmented, it becomes increasingly complicated for marketers to deliver the right messages to the right potential buyers. Traditional demographics are failing as a method for identifying likely buyers, so modern marketers have turned to psychographic segmentation (a.k.a. Buyer Personas) to effectively target potential customers.Read more >
Today's B2B buyers are surrounded by a constant onrush of products and services as companies vie for their attention in the marketplace. Marketing and sales teams are challenged with how to become identifiable, stay relevant, remain memorable, and rise above the fray in product-offering quality.
Join Lori Wizdo, Principal Analyst at Forrester, and Sangram Vajre, Director of Marketing at Pardot, as they explore how savvy marketing and sales teams align with the B2B buyer by:
- Identifying key decision makers
- Addressing content relevancy
- Solidifying sales engagement with B2B buyers
- Reporting on ROI and key metrics
Join us for this live webinar “How the Global Buyers Journey is Changing” featuring SiriusDecision Research Director Gil Canare on July 9th, 2014, at 10am PT / 1pm ET.
In this webinar, you will learn how internet penetration, social media, and purchase behaviors are changing the global buyers journey and what your company can do about it to adapt to this change. In particular, Gil will discuss the following trends and best practices:
How to anticipate user needs and map out the global buying cycle
How global content represents an opportunity for efficiency
What is the right globalization strategy (content vs campaign centric approach)
If you are global marketer, don’t miss this live webinar and register now to get ready to tackle new global markets tomorrow.
Content marketing is getting a lot of attention lately. And with good reason. Outside of interactions with peers and colleagues, B2B buyers are making their short lists based on the content they find online. Content marketing helps you deliver the information your prospects are seeking – and gives you a significant advantage over the competition. Learn how to generate content that attracts and engages buyers, hear ideas for getting maximum value from every content asset, and discover ways to make it easy to find, consume, and share your content.Read more >