“It is good to have an end to journey toward; but it is the journey that matters, in the end.”
― Ernest Hemmingway
The concept of buyer personas, as a means for understanding buyers, has been around now for over a decade. It is an understatement to say many things have changed in the world of buying and selling since their beginning.
We have witnessed the changing dynamics of the buyer-seller relationship. The dynamics I refer to are buying behaviors and buyer goals. On the other side of the coin, we see marketing and sales making attempts to adapt. The concepts of content marketing, lead nurturing, insight-based selling, customer experience, and brand management emphasized. These practices have been introduced as gateways to connecting with buyers in the new digital age.
Adapting to New Realities
Personas, at their core, were introduced as a tool to communicate the goals and behaviors of users and buyers. Specifically for informing strategies related to product design and marketing to buyers. For B2B Marketing and Sales, a clearer picture has begun to emerge around the goals and behaviors of buyers. Yet, there are many more miles to go. My endeavor and work with organizations over the past decade lead me to... Read more
New Studies in Nurture vs. Nature – How BtoB Brands are Increasing the Productivity of their Lead Gen Campaigns
If you are a BtoB marketer, who is not currently engaging in lead nurturing to help further qualify and sway “unqualified” leads, you have a huge opportunity to gain a competitive advantage and capture more of those sales.
Earlier this week I had the pleasure of speaking on the Mobile Lead Gen panel at LeadsCon. The panel reminded me again of the excitement and potential of our industry as I spoke to a packed large ballroom at the Hilton along with other panelists from the industry, Akeel Haider from CUNet, Mark Roth from OfferMobi and our moderator David Rodnitzky from PPC Associates. We discussed how our clients are utilizing mobile for lead generation and some of the trends and approaches we see as effective.
One of the biggest takeaways from the session was that mobile is still evolving and it’s important that clients are assessing their individual needs and goals for an effective mobile marketing campaign. While clients may have certain ways of making email, search and display work for them, mobile is a very unique channel in its own right. Any marketer taking on mobile advertising needs to setup unique creative, emphasize the value proposition and call to action and keep the lead form very straight forward in order to encourage a conversion. We also discussed the importance of targeting with mobile in order to maintain a base of high quality leads. ... Read more