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Buyer Persona Basics

…every piece of content, and vice versa; with just a little planning, you can be ready to meet that customer or prospect wherever they are, with something that speaks to them and their needs. Want to learn more about using buyer personas in your marketing strategy? Get Act-On’s free Buyer Persona Toolkit: a 13-minute video, plus guidance in building personas with a questionnaire and a persona template, and tips to use personas to blast your…

Persona: More Than A Movie

…and marketers began refining demographic, firmographic, and psychographic profiling to include more of these factors. The pictures that began to develop had more depth and nuance, and went beyond a target demographic to more personalized … personas. The result can be marketing that feels to a prospect as though the marketer is paying attention to them and understands them at least a little. It can be the beginning of a mutually satisfying…

Bootstrap Buyer Persona Building in 4 Steps

…speak to it. And most of all, the bottom line proves it. Becoming ‘buyer-centric” demands building buyer personas So you’re convinced, ready to tackle the first step … defining your buyer by building buyer personas. But quickly, the excitement turns to despair. “How do I start? Who should be involved? What questions do we ask to develop these personas?” This may not be as easy as you thought. Then the answer comes: “We can…

7 Tips for Using Buyer Personas in Lead Nurturing

…eper insight into your buyers — and to build better buyer personas — you can hold focus groups, interview current customers, conduct surveys, or check out who’s engaging with you via social media. 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…

Webinar Recap: Five Key Insights for Buyer Personas

…f you approach buyer personas as just a made-up story, you’ll miss the value that they present. According to Revella, good buyer personas should clarify decisions for you. Each buyer persona has two parts: (1) the Core Buyer Persona and (2) the Product Persona Connection. The Core Buyer Persona addresses demographic information, such as job title and company size, as well as the buyer’s priority initiative. However, the Product Persona

The Mistakes that Threaten Your Buyer Persona Initiative — Mad Marketing TV Episode 2

…stitute and author of The Buyer Persona Manifesto, discussed the importance of buyer personas and that information is necessary to create buyer personas. This week, Adele joins us again to continue our discussion about buyer personas. Buyer personas can help B2B marketers better understand potential customers, however common mistakes can threaten buyer persona initiatives. These mistakes include: Using made-up information about your buyers…

How to Make Audience Segmentation Truly Personal

…achieving a good mixture of listening to their online behavior without forgetting your personas – and delivering a dynamic, personalized experience on an individual basis. Want to learn more about how to build and use buyer personas to enhance email personalization? Act-On’s free Buyer Persona Toolkit includes a 15-minute video and downloadable resources to make creating buyer personas easy. (“88/365 Photobooth” image by Pascal used…

7 Tips for Using Buyer Personas in Lead Nurturing

…nclusion, and how the tracks should be managed. Adding personas to the mix People respond to messaging that’s close to their own situation, something recognizable. You accomplish this by segmenting leads into groups by buyer personas. Buyer personas are customer models you build through gathering explicit information about your buyers. The goal is to discover the pain points and psychological factors that distinguish groups from each other,…

An Act-On Conversation: Jay Hidalgo and Atri Chatterjee Talk Demand Generation, Part 1

…ay. JAY: The fallacy is that B2B is businesses selling to other businesses. And actually it’s businesses selling to other people at businesses. We have to keep that in mind. Point 1 of a winning trifecta: Understanding personas JANELLE: Jay, can you talk about what a persona is, why they matter, and how you go about developing them? JAY: Sure. Basically, a persona is a profile or description of that ideal target that you’re going…

“Why” is the Marketer’s Secret Sauce: 5 Buyer Persona Insights

…ive … but WHY. Here’s a glimpse into just a few of the valuable, actionable insights you’ll learn in less than 60 minutes. The 5 things you need to know about your buyer First things first: Most companies have too many buyer personas. In fact, creating lots of segmented personas often backfires because it uses a lot of time and resources but does nothing to generate more revenue. Says Revella, “There’s a limit to how many different versions of…

Successful Sales and Marketing Alignment, Part 2: Understand the Buyer

…If you choose a persona that is very difficult to attract, marketing won’t be able to deliver on the requisite number of leads and the entire sales and marketing process will break down. Map the buying process of your target personas. After you have created your personas, outline the steps a buyer takes from their current state to after they purchase your product or service. This insight into the buying process will allow you to create highly…

SEO 101, Part 2: Know your Audience

…our content well 1. Know who your audience is To begin: Know who you’re writing for. If you’re new to writing for the web or are trying to reach a new audience, it’s worth going through a formal process to define your reader personas. If you already have a strong understanding of your target audience, you do just a brief, informal persona review in your head before beginning work on content for your new web page or your latest blog post. Is your…