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Putting B2B Buyer Personas Into Play

Ardath Albee, B2B Marketing Strategist
In a “know your buyer” world, more B2B marketers are creating personas. But then what? Personas are often treated as a checklist item when they should be actively used as a tool that plays a vital role for informing the relevance and engagement potential of your content strategy.

In this session, Ardath Albee, author of eMarketing Strategies for the Complex Sale, will show you the components you need to create valid and usable personas and how to use personas to improve marketing program performance once you have them.

You’ll learn about:
•Roles that personas play for content strategy
•How personas can drive engagement
•Identifying overlays that can be used to create conversations
•Why personas can shorten time to sales
Apr 2 2013
48 mins
Putting B2B Buyer Personas Into Play
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Demand Generation

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  • Upcoming (17)
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    So, what does this process look like, and how can an optimized lead process affect not only the quality of the buyer's journey, but opportunity generation? Join Isaac Payne, Marketing Operations Specialist, and Ali Gooch, Sr. Sales Manager-both of Pardot, as they explore and give us tips on how we can get the most out of an optimized lead process.
  • BDB’s head of PR Alison Owen and guest speaker Fiona Steggles will talk through how to get the most out of every contact with the media. She will cover
    -How to prepare for a media interview
    -How to avoid answering tricky questions
    -How to turn every conversation with a journalist to best advantage
  • 65-90% of the buying process happens before you even know a prospect exists. Which means it’s critical for your marketing collateral to help prospects through the process on their own, particularly with video.

    If you join us at this webinar, you’ll learn:

    • The step-by-step process that today’s buyer follows before purchase and how video can promote movement through it.
    • The types of videos you can produce and where they’ll have the most impact in your buyers’ journey.
    • Ways to approach your own unique buyer’s journey and questions to answer before production.
    • A real-world example from Act-On of how one video is mapped to the buyer journey and what’s considered prior to production.
  • Join DemandGen for an exclusive “State of the Union” address on the Oracle Marketing Cloud from special guest Kevin Akeroyd, general manager and senior vice president for Oracle Marketing Cloud. Coinciding with Oracle’s first ever Modern Marketing Experience (taking place the following week in Las Vegas), David will ask Kevin to share his insights on what attendees can expect at the show -- including the future of Eloqua and Responsys, Oracle’s flagship B2B and B2C marketing automation systems.
  • Modern buyers are self-educating on purchase decisions at every stage of the sales funnel. However, many lead generation professionals reserve the most engaging content formats for specific stages – a strategy misstep that fails to encourage prospects to move to the next stage. Webinars and videos can be used to engage prospects in all phases of the lead generation process, allowing marketers to better qualify leads and pass them to sales teams with more confidence.

    In this webinar Frost & Sullivan will discuss:

    •What moderns buyers expect from lead generation content
    •When to use webinars and videos in the sales funnel
    •Tailoring the message to fit each stage of the sales cycle
  • Predictive analytics is old news in the B2C world with companies like Amazon driving as much as 35% of revenues through their recommendation engine. But over the past year, B2B companies have been adopting this powerful technology to better understand purchase propensity and focus their resources on the highest converting leads, most effective campaigns and best customer expansion opportunities.

    Learn about the most common uses of predictive scoring to prioritize leads for sales and hear how three Lattice customers creatively put their predictive scores to use to increase conversion and campaign performance rates.
  • Analytics are key to making your company agile, and to making better market, customer, and competitive decisions. An analytics center of excellence provides the company with valuable insights, protects privacy and brand reputation, and guides the prioritization and selection of opportunities for greatest growth. Join Laura Patterson in a discussion about:

    · How an Analytics Center of Excellence make a difference to the company, customers, marketing

    · What is an Analytics Center of Excellence, establishing its purpose, and creating the vision

    · The key functions and capabilities needed

    · The journey’s key stages, associated challenges, and what do you need to do to get to the next step

    · What metrics you should select to measure the value and impact of an Analytics Center of Excellence
  • Marketers often say that they want to be more metrics-driven or that they want to be able to show marketing’s value. In this session we will discuss the ways you can collect the metrics that prove the value of marketing, so you can regularly review and take action on the data. We will also cover the value of benchmarking in order to refine your processes and improve the effectiveness of your marketing efforts.
  • With the economy emerging from recession and businesses looking for new opportunities to reach, engage and attract new and profitable audiences, it is no wonder that talk of “going global” is spreading. According to the CMO Council’s own “State of Marketing” study, 86 percent of senior marketing leaders are looking at global markets thanks to new market sizes and opportunities. And the majority (48 percent) also believe that presenting a strong story via optimized digital channels is the best path to success.

    Despite the opportunities that new global markets present, there are also significant challenges and pitfalls that marketers must avoid to ensure that a relevant, contextual and robust customer experience is actually being delivered in a way these new global audiences understand and value. This is not just a conversation about how to translate a website. In fact, this is often where so many globalization strategies fail. This is a call to turn great digital experiences into globally relevant engagements, regardless of where customers live or what language they speak.

    Join the CMO Council for an in-depth discussion into the new mandates to reach and engage the digital global customer. Experts from Lionbridge, Esri and ISITE will share their perspectives on where and how new strategies must be outlined to address the complexities of staging globally relevant conversations in the new digital world, regardless of whether this new customer is across the ocean or just across the street.

    Some key issues to be discussed in this interactive webcast will include:

    •The new expectations of the global customer—and a call for relevance across all channels
    •The complexities of language, content and engagement
    •The impact of globalization on the bottom line: Are real-time experiences making real advancements in profitability and loyalty?
  • Modern professionals are more connected than ever. This connectivity enables them to source business solutions and grow their careers across a variety of digital channels. The challenge for B2B marketers wanting to connect with these professionals is identifying the channels where their buyers are the most engaged.

    One of these channels is BrightTALK. Millions of professionals and businesses use BrightTALK to connect, learn and grow through shared knowledge and insights. And according to Frost & Sullivan, these professionals are among the most engaged buyers out there. In this in-depth session we'll discuss how BrightTALK helps customers:

    - Include rich media and online events in their content marketing mix
    - Accelerate lead generation with a strategic mix of paid BrightTALK programs
    - Get warm leads who engage with relevant content mapped to the sales funnel
    - Qualify and convert leads more effectively into loyal customers
  • Channel
  • Channel profile
  • Customer Retention: How the Story Changes Recorded: Jun 12 2014 25 mins
    Ardath Albee, CEO & B2B Marketing Strategist
    Business executives confirm that a majority of revenues come from existing customers – 68% according to a survey conducted by SAS and Loyalty 360. Yet most marketers spend the majority of their attention on net new customer acquisition. With contribution to revenues an increasing mandate from executive teams, marketers can benefit by engaging customers to drive cross and upsell. However, it’s not the same thing at all as marketing to brand new buyers. Putting high-strength retention programs into play will require a shift in marketing mindsets.

    Customer retention programs require:

    · A new approach based on your customer’s status quo
    · Developing a better alignment with sales and account management teams
    · A new twist on personas specific to customer attributes
    · A continuous feedback process that also creates higher quality net new leads
  • Positioning: From Content to Conversations Recorded: Apr 9 2014 46 mins
    Ardath Albee, CEO and B2B Marketing Strategist
    How does your content position your company within your target markets? In this webinar, I’ll discuss why positioning is pivotal and how to find the distinct value that translates across all of your buyer personas. What we often forget in B2B is that there is a group of people making the decision. Your content must enable those conversations that go on behind closed doors as buyers work to reach consensus about change. Find out how positioning can be pivotal to making this happen.
  • Panel Session: Native Advertising For B2B Marketers: Is It Right For You? Recorded: Apr 2 2014 60 mins
    Eric Wittlake, Babcock & Jenkins; Michael Brenner, SAP; Ardath Albee, Marketing Interactions; Craig Rosenberg, Topo
    Today marketers can publish their content directly on major media sites, but is this the right content marketing investment for you? Join us for a discussion of today's most interesting native advertising opportunities for B2B content marketers. We will cover how to evaluate your options, the type of content you need to be successful, how it fits within your larger content marketing plans, how to measure your results and some alternatives you can also consider.
  • Content Shock: More Common Cold than Pandemic Recorded: Feb 5 2014 47 mins
    Ardath Albee, CEO and B2B Marketing Strategist
    Mark Schaefer’s post, Content Shock, stirred up marketers with people taking sides both pro and con. I think it’s a lot of hullabaloo and will show you why in this session. There is no silver bullet for marketing. I agree that there’s a “what’s next” for marketing, but it’s not without content. In fact, we’ve barely scratched the surface. In this webinar, I’ll present ideas about how to create sustainable content marketing programs and why jumping ship or discounting what’s possible is not in your best interest.
  • Recharge Pipeline Creation from Webinars Recorded: Dec 31 2013 22 mins
    David Pitta, Director of Marketing at BrightTALK
    Pipeline development is a constant need. Every business day, sales and marketing departments are tasked to acquire and qualify prospects actively seeking their product or service. Webinars and videos offer a proven technique of identifying a target audience that is self-educating on pressing business objectives. However, many companies fail to convert webinar engagement into exponential revenue growth.

    Join David Pitta and learn how a qualification team, powered by webinars and videos, creates hundreds of new opportunities worth millions of dollars every month.

    Topics covered:
    - Quantifying webinar lead and pipeline quotas
    - Developing a qualification methodology
    - Positioning the pitch via phone and email
    - Measuring and motivating the demand generation function
  • BrightTALK at EE13: Ardath Albee on Storytelling Recorded: Oct 31 2013 3 mins
    Ardath Albee, B2B Marketing Strategist, Marketing Interactions
    What makes a great marketing story? Join Ardath Albee, B2B Marketing Strategist as she discusses developing the right story for your brand and marketing collateral.
  • You’ve Got Buyer Personas, Now What? Recorded: Aug 14 2013 48 mins
    Ardath Albee, CEO of Marketing Interactions
    Once you have your buyer personas, it’s time to create a content strategy to increase your company’s ability to engage and motivate your audience. Just creating content is not enough on its own. There must be a method behind the madness to achieve top performance that generates high quality leads your salespeople will pursue.

    In this session with Ardath Albee, author of eMarketing Strategies for the Complex Sale, you’ll learn how to calm the chaos and take a practical approach to creating a content strategy designed to increase relevance and response, including:

    · Simple techniques for mapping content to the buying process

    · Why it’s crucial to perform a content audit AFTER you create buyer personas

    · How to create a progressive content storyline that builds pipeline momentum

    · What it means to create persona-driven content that’s highly engaging
  • Put Marketing Content to Work Recorded: Jun 26 2013 43 mins
    Ardath Albee, B2B Marketing Strategist
    B2B Marketers say they're struggling to produce enough content. But, what's the right amount? Is this even the right question?

    Many B2B marketers will tell you that they create compelling content their buyers actively consume. But, when you ask them about impact to pipeline momentum, not many can quantify the contribution of all that content.

    Ardath Albee, author of eMarketing Strategies for the Complex Sale, will show you how to put marketing content to work to produce better outcomes.
  • Putting B2B Buyer Personas Into Play Recorded: Apr 2 2013 48 mins
    Ardath Albee, B2B Marketing Strategist
    In a “know your buyer” world, more B2B marketers are creating personas. But then what? Personas are often treated as a checklist item when they should be actively used as a tool that plays a vital role for informing the relevance and engagement potential of your content strategy.

    In this session, Ardath Albee, author of eMarketing Strategies for the Complex Sale, will show you the components you need to create valid and usable personas and how to use personas to improve marketing program performance once you have them.

    You’ll learn about:
    •Roles that personas play for content strategy
    •How personas can drive engagement
    •Identifying overlays that can be used to create conversations
    •Why personas can shorten time to sales
  • Thought Leadership Strategy for the Customer Journey Recorded: Mar 7 2013 44 mins
    Ardath Albee, B2B Marketing Strategist
    Only 25% of buyers say they trust vendor content, stating that there’s still too much sales messaging. Your customers are clamoring for new ideas, insights to trends, and strategic partnerships with vendors who can help them develop a vision to drive future business growth. It’s time to play a more strategic role in your customers’ longer-term potential.

    In this session, Ardath Albee, CEO of her firm Marketing Interactions, will discuss what sets thought leadership apart from marketing content and show you how your company can develop and share innovative and progressive ideas that resonate with your target audience to establish credibility, trust, and loyalty. By proactively shaping your customers’ perception of your company’s expertise, marketers will play a more definitive role in expanding reach, growing market share and improving revenue performance.

    Find out how to:
    •Define thought leadership opportunities
    •Develop thought leadership that differentiates your brand
    •Gain identifiable value from thought leadership
    •Expand customer relationships and market share
  • Demand Generation Trends for 2013 Recorded: Jan 10 2013 46 mins
    Ardath Albee, B2B Marketing Strategist, Marketing Interactions Inc.
    As we begin a new year, we have big plans for our marketing strategies. In order to gain the most value from our digital marketing programs it’s important to make sure they are aligned to buyer needs and preferences. In this session, you’ll learn how content consumption and channel trends in B2B are changing and the shifts required to ensure your demand generation goals for 2013 are achieved.

    Topics addressed also include:

    •Changes to format that drive demand
    •Channel expectations and how they impact buying intention
    •Overcoming the attention deficit in a multi-channel world
    •How to use frequency, reach, and shift to drive demand in 2013
  • Engagement: How to Build it Using Search, Social and Mobile Recorded: Oct 16 2012 44 mins
    Ardath Albee, CEO, Marketing Interactions, Inc.
    Engagement is a buzzword often bandied about by marketers as the path to performance and lead qualification. But its meaning has become blurred, causing marketing efforts to miss the mark.

    In this session, Ardath Albee, CEO of Marketing Interactions will show you what engagement is and what it isn’t, along with the steps to take to develop the level of engagement needed to turn prospects into buyers—whether the channel in use is search, social or mobile.
  • Capitalize on the Content Marketing Continuum Recorded: Mar 13 2012 40 mins
    Ardath Albee, Author, and Sarah Reynolds, Digital Content Marketing Manager for Hoovers (A D&B Company)
    With buyers spending more time self-educating and eluding sales conversations, B2B marketers need to step up their ability to target niche audiences, develop content that produces the desired prospect behavior, and help sales step into the conversation at the right time—without stopping purchasing momentum.

    The challenges and changes to the marketing landscape are huge, highlighting the need for new skill sets and processes that help marketers rise above the escalating noise caused by the new ease of content publishing. Your buyers have created the need for a content marketing continuum that provides what they need across their entire buying experience. This session will show you how to capitalize on this change.

    Join Ardath Albee, author of eMarketing Strategies for the Complex Sale, and Sarah Reynolds, Digital Content Marketing Manager for Hoovers (A D&B Company) to learn:

    * How online publishing has changed the game
    * Why buyer preferences created a continuum
    * 6 shifts in skills needed to capitalize on the continuum
    * How to design a content flow for continuous engagement
    * Steps Hoovers has taken to capitalize on the continuum
    * How Hoovers provides content support to enable sales
  • Elusive Buyer 2.0: How Marketers Move Them from Anonymity to Revenue Recorded: Feb 29 2012 79 mins
    Ardath Albee, CEO & B2B Marketing Strategist at Marketing Interactions Greg Ott, Chief Marketing Officer at Demandbase
    Did you know that buyers spend only 21% of their buying process in conversations with salespeople?

    With buying committees growing and “visible” sales cycles shrinking, the ability of marketers to engage anonymous website visitors, transition them into named-accounts, and enable salespeople to productively pursue deals is critical for improving revenue performance.

    This webinar is perfect for you if:
    You need to identify prospects faster
    You need more visibility into the buying process
    You need more highly qualified sales opportunities
    You need to be more relevant from the start
    You’re afraid you might be leaving revenue on the table

    Key Takeaways:

    Why anonymous accounts are not as invisible as you might think
    Why every impression your marketing makes counts
    How Moneyball theory can help you find hidden revenue opportunities
    Why personalization is powerful and how it can go wrong
    When to move from individual prospect to named-account strategy
    How Buyer 2.0 has changed sales enablement for marketers
Contagious Content Strategies
B2B Marketing Strategist Ardath Albee shares insights and expertise to help companies with complex sales design eMarketing strategies that use contagious content platforms to drive pipeline and revenues.

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  • Live at: Apr 2 2013 4:00 pm
  • Presented by: Ardath Albee, B2B Marketing Strategist
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