The Buyer Personas
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Buyers’ Expectations & Experiences When Inquiring Online, October 2013 [CHART]

Buyers’ Expectations & Experiences When Inquiring Online, October 2013 [CHART] | The Buyer Personas | Scoop.it
When inquiring about a product or service, only 6% of all potential buyers submit online inquiries to a single company, with a significant majority submitting inquiries to 3 or more companies.

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MasterCard Defines 5 Online Shopping Personas - Practical Ecommerce

MasterCard Defines 5 Online Shopping Personas - Practical Ecommerce | The Buyer Personas | Scoop.it
MasterCard Defines 5 Online Shopping Personas Practical Ecommerce MasterCard, the payment industry leader, has defined five online shopper personas that defy traditional demographic boundaries and give online retailers a fresh way of looking at...
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7 Tips for Using Buyer Personas in Lead Nurturing - Marketing Action Blog - Act-On | #TheMarketingAutomationAlert

7 Tips for Using Buyer Personas in Lead Nurturing - Marketing Action Blog - Act-On | #TheMarketingAutomationAlert | The Buyer Personas | Scoop.it
Buyer personas help you target prospects with surgical precision and nurture them with custom content they care about.

 

Condensed...

 

Read on to learn seven tips for integrating buyer personas into a lead nurturing campaign:

1. Personas first, content second

Response rates plummet when you send generic content to a broad, untargeted audience. So before building a lead nurturing program, figure out who you are trying to reach. After all, you’ve got to know who you’re talking to before creating your marketing messages.

 

2. Put the person back into persona

Buyer personas may be fictional, but they uncover key insights into the real people you’re striving to connect with. Personas can help you craft messages that make your prospects feel like you’re speaking directly to them. This is especially important when employing an automated process, like lead nurturing.

 

3. Uncover pain points

Think about the challenges your personas face. Your lead nurturing messages should explain how you will provide relief.

 

4. Follow digital footprints

Measure, test, track, and combine data from your customers’ online behavior to get a feel for the habits and motivations of each buyer persona. Where did they go for information? To which messages did they respond?

 

5. Update regularly

Remember when you created those buyer personas five years ago? Chances are, they no longer fit today’s customers. The buyer’s journey — how customers search for a solution, interact with you, and respond to sales — is constantly evolving. Make sure your personas and lead nurturing tracks line up with their behavior.

 

6. Include your sales department

Sales has the most direct access to your customers. They understand pain points and motivations — so get their input on personas. You’ll craft marketing messages that are more cohesive from the top of the funnel to the bottom. If sales isn’t aligned with your messaging, the conversation will feel disjointed.

 

7. Segment based on personas

Finally, it’s time to plug your buyer personas into your lead nurturing tracks. At its simplest, you can segment your database so that each prospect is labeled with a persona.

 

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Via CYDigital
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CYDigital's curator insight, October 30, 2013 8:31 PM

MA is not a part time job: just one aspect of it such as the above takes a significant effort. The question is: what's the return on the investment?


The acquisition of MA can be justified with the basics, but the return on these value-add tasks are gravy to your organization.

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Will B2B User Marketing Be The Next Big Thing? - Tony Zambito

Will B2B User Marketing Be The Next Big Thing? - Tony Zambito | The Buyer Personas | Scoop.it
Insight Research: In the context of marketing, insight research has been customer and buyer oriented. Insight research is a staple for developing buyer personas. Blending usage-based research as well as the development of user personas ...
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