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Personal Branding and Professional networks
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Why Email Marketing Key to Web 3.0 Website Design

Why Email Marketing Key to Web 3.0 Website Design | Personal Branding and Professional networks | Scoop.it

Website design is about to change about as much as something can change and email marketing is already half way there. Email marketers such as @Bronto move massive amounts of information in real time.

Welcome to the future.

The future of web design will happen in real time, be logic based and require a mountain of creative controlled by predictive analytics in real time. If that sounds like email marketers are sitting pretty you win a cookie.

Bronto became Cure Cancer Starter's (http://www.curecancerstarter.org) email marketing and marketing automation partner today (http://sco.lt/55jx1F ;).  Bronto joins Atlantic BT and the Story of Cancer Foundation (501c3) in the Tech Cures Cancer Movement. 

This deck is about where web design is headed (at light speed) and why thinking like an email-marketer is a good idea. 

#TechCuresCancer @CureCancerStart



 


Via Martin (Marty) Smith, michel verstrepen
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Rim Riahi's curator insight, July 14, 2013 12:36 AM

Welcome to the future.

The future of web design will happen in real time, be logic based and require a mountain of creative controlled by predictive analytics in real time. If that sounds like email marketers are sitting pretty you win a cookie.

Martin (Marty) Smith's comment, July 15, 2013 12:23 PM
Dolly, disagree. The biggest myth is the significant difference between B2B and B2C marketing online, a myth you may believe. I've been an Ecom Director and now run marketing for an agency. The process of read the cookie, fire the creative is going to be very important for B2B websites for much the same reason as the tactic will be critical for B2C. MAD or Mutually Assured Destruction says if a competitor is firing more relevant information faster than your website they win. The logic discussed here applies equally well to B2B or B2C websites. The main difference is the conversion funnel. B2B conversion funnels are LONGER in time, but the advantage of wrapping a website around a visitor and then following with persona based email marketing is the key to web 3.0 no matter what side of the Rubicon your website resides upon (B2B or B2C). Feel free to support your statement with links or further posts, but your assertion hasn't been true to my B2C and now B2B experience. I still see read the cookie or behavior and fire the creative / content as one of the most valuable HTML5 and CSS3 advances. The fact few B2B relationship based sellers are there yet doesn't mean the tactic isn't beyond valuable.
Robin Martin's comment, July 15, 2013 3:28 PM
Thanks for sharing Marty!
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B2B Conversion Optimization: How Buyer Personas Inspire Content That Converts - TopRank

B2B Conversion Optimization: How Buyer Personas Inspire Content That Converts - TopRank | Personal Branding and Professional networks | Scoop.it

Key excerpt...


Once we recognize that people process information differently and address their underlying motivation, you can create content objects that fit individual buyer persona needs. Writing for different B2B audiences will simply be a matter of identifying a “typical” scenario and developing persuasion momentum by answering the questions that the “persona” needs answered in order to move forward.


Here are four examples in which B2B buyers “typically” interpret information found on a website:


Persona I: The Methodical B2B Customer – Methodical types need to be prepared and organized to act. How can your solution solve this problem? Provide hard evidence and superior service. Do you have a white paper to download?

Persona II: The Spontaneous B2B Customer – Spontaneous types live in the moment. Why is your solution best to solve the problem now? Address immediate needs with relevant and credible options. How about offering a “Quick Start Guide?”

Persona III: The Humanistic B2B Customer – Humanistic types are usually slow to reach a decision and generally prefer the big picture. Who has used your solution to solve my problem? Offer testimonials and incentives. Does your website display testimonials of credible companies? Is a free trial offer or money-back guarantee appropriate?

Persona IV: The Competitive B2B Customer – Competitive types are goal-oriented and looking for ways to complete tasks. What can your solution do for me? Provide rational options and challenges. Can you provide a short video that explains your product or service? Do you offer an FAQ page that addresses their pain point?



Via iNeoMarketing
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iNeoMarketing's curator insight, March 8, 2013 8:51 AM

We're still looking for a magic bullet for creating personas, but until then, it's creative with continual hypothesis testing. Here are four decent B2B personas from which to work.


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