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    • What's Your Buyer Persona IQ?  Understanding Customer Perception to Win Business What's Your Buyer Persona IQ? Understanding Customer Perception to Win Business Adele Revella, Author and CEO/Founder of Buyer Persona Institute Recorded: Sep 29 2015 6:00 pm UTC 48 mins
    • 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.

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    • Develop a Winning Content Strategy With The Power of Buyer Personas Develop a Winning Content Strategy With The Power of Buyer Personas Tony Zambito, Founder of Buyer Personas Recorded: Aug 14 2013 4:00 pm UTC 47 mins
    • 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

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    • The Role of Buyer Personas in Demand Generation Strategy The Role of Buyer Personas in Demand Generation Strategy Carlos Hidalgo, CEO, ANNUITAS Recorded: Sep 14 2015 5:00 pm UTC 45 mins
    • 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

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    • Four Steps to Adopting a Buyer-Centric Marketing Model Four Steps to Adopting a Buyer-Centric Marketing Model Lauren Goldstein, VP Strategic Planning, Babcock & Jenkins Recorded: Jul 21 2011 5:00 pm UTC 47 mins
    • 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.

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