How to Drill Down Into Your Buyer Personas to Create Hyper-Targeted Content

Sometimes you intend to have your product appeal to one group; but then another group you hadn't expected loves it, too. Time to add to those buyer personas.

New research: Empathy and solving buying problems

New research: Empathy and solving buying problems

Most of us are solving sales and marketing problems. But instead, we need focus on solving customer buying problems with empathy.

Why? Because buying is harder today than ever been. You need to think about what your customer is thinking/feeling.

According to Brent Adamson, Principal Executive Advisor, Gartner, “empathy” is the one word that matters most to sales [and marketing] success.

This is part two of my interview with Brent Adamson (@brentadamson), co-author of The Challenger Sale and The Challenger Customer.

Continue reading New research: Empathy and solving buying problems at B2B Lead Blog.

10 Most Popular B2B Lead Generation Blog Posts of 2017

10 most popular B2B Lead Generation Posts

January is a time for new beginnings.

To help you launch into a great year, I’ve compiled a list of the top ten most popular and shared posts on the B2B Lead Generation Blog in 2017.

This following list was compiled based on aggregate social shares across Twitter, LinkedIn, Facebook and views.

The list starts at number 10 moving up.

#10: How to Improve Lead Routing to Skyrocket Sales 

lead-routingHave you intentionally optimized your sales lead routing and assignment process? If not, you could be losing sales, and marketing ROI not see it.

For example, LeadData’s new report, The State of Lead Management, based on a survey of 527 B2B sellers and marketers found an average 25.5 % of marketing-generated leads get assigned to the wrong account owner.

Did you catch that? Over 25% of marketing-generated leads get assigned to the wrong person. In this post, you’ll get 7 tips to increase your lead generation ROI by improving how you route leads.

Read about How to Improve Lead Routing to Skyrocket Sales Results

 #9: Getting sales enablement right to increase results

sales_enablement

Sales enablement is intended to help raise performance, but a lot of efforts have backfired due to departmental silos. And now there’s growing gap between what salespeople need and what they’re getting to improve performance.

So how do you get sales enablement right?

I interviewed Dave Brock (@davidabrock), author of the Sales Manager Survival Guide, also CEO of Partners in EXCELLENCE. Dave’s brilliance is his focus on practical simplification.

Find out how to get sales enablement right to increase results

#8: How to do lead management that improves conversion

Have you looked at your lead management approach from the perspective of customer experience? If not, you may want to start now.

Here’s why: According to Forrester, top performers convert 1.54% of marketing qualified leads to revenue. This means almost 98% people who start the customer journey are lost.

Find out 5 areas you need to focus on to improve lead management and increase conversion.

Read more: How to do lead management that improves conversion

#7: Seven Tips to Boost Lead Nurturing Email Results

People aren’t looking for a reason to read your lead nurturing email messages, they’re looking for a reason to delete them. Think about it.

Marketers rely on email as the top lead nurturing tactic. And according to Econsultancy email is the best digital channel for ROI.

Read 7 Tips to Boost Lead Nurturing Email Results

#6: Stuck on words: how can marketing connect with customers better?

customer connectionHow can marketers better connect with people we hope will become our customers?

Why? Because the trust gap between marketers and customers has never been bigger.

For example, this survey by Hubspot showed that only 3 percent of buyers surveyed consider marketers and salespeople trustworthy. Yikes.

It starts with the words we use which ultimately affects how we think and act towards others.

Read Stuck on words: how can marketing connect with customers better?

#5: How customer-hero stories help you connect emotionally and sell better

customer-hero storiesJust 13% of salespeople produce 87% of revenue in a typical organization according to the Sales Benchmark Index.

You may be wondering: what do the 13% do differently?

They connect emotionally with their buyers.

I interviewed Mike Bosworth. If you don’t know Mike Bosworth already, he is a thought leader in the B2B sales/marketing space.

Read more: How customer-hero stories help you connect better

#4: New B2B Persona Research from Salesforce and LinkedIn Study

Getting the right content to the right people continues to be a challenge in B2B marketing and lead generation.

Salesforce analyzed more than 15 million data points, spanning a four-year period, from two of the most massive B2B databases: Data.com and LinkedIn.

The results will surprise you.

I interviewed Mathew Sweezey (@msweezey). Mathew works with Salesforce and is the Principal of Marketing Insights to talk about the report, B2B Personas: Targeting Audiences.

Check out the New B2B Persona Research from Salesforce and LinkedIn Study

#3: Lead Nurturing: 5 Useful Tactics to Get More Opportunities

Lead-Nurturing-TacticsLead nurturing is one of those things that’s easy to talk about but hard to do.

Find out how to apply lead nurturing to help advance leads through three stages of your lead generation funnel to get more qualified opportunities.

Learn 5 tactics you can use immediately to improve lead-to-customer conversion.

Read more: Lead Nurturing: 5 Useful Tactics to Get More Opportunities

#2: Why customer advocacy should be at the heart of your marketing

Customer advocacy marketing programs help you increase revenue by improving customer acquisition and retention (and they’re also your best source of leads).

I interviewed Mark Organ (@markorgan). Mark is the Founder and CEO of Influitive, and he’s been a thought leader in the space of sales/marketing technology and customer advocacy.

Read about Why customer advocacy should be at the heart of your marketing

#1: Who should own lead generation for a complex sale?

Who should own B2B lead generation: sales, marketing or both?

You might be thinking, “isn’t the answer obvious?” It’s not.

Let me explain.

Sales and marketing don’t do a great job of lead generation because they both believe it’s the others job.

I asked the 19,830 members the B2B Lead Roundtable LinkedIn Group about this topic. In this post, you’ll get a ton of actionable tips.

Read Who should own lead generation for a complex sale?

Conclusion

The single biggest issue for B2B revenue growth remains lead generation: increasing lead quality and quantity. This analysis into the most popular posts gives a glimpse into what subjects readers found most relevant.

Additionally, this list shows that increasing conversion, understanding customer motivation, managing and nurturing leads better, and improving sales performance are topics on the minds of readers.  At the same time, connecting and building trust with buyers has never been harder.

That’s why we need to go beyond rational-logic based marketing to understand how our customers feel. Empathy is not just a “soft” skill, it’s an incredibly powerful tool to understand customer motivation and increase lead conversion. I’ll be sharing more about how we can connect with customers better using applied empathy.

The post 10 Most Popular B2B Lead Generation Blog Posts of 2017 appeared first on the B2B Lead Blog.

5 Reasons Why Your Buyer Persona’s Aren’t Good Enough

How often do you spend weeks or even months putting blood, sweat, and tears into a new marketing campaign, only to have it fall flat?

You swear you did everything right, but when it comes time for the results to pour in, they never show.  It’s a marketer’s worst nightmare.

The likely culprit? Bad buyer personas.

Think about it, your buyer personas are the building blocks of your marketing campaigns. If they’re not good enough, every part of your marketing strategy will suffer.

That’s why we’re teaching you five easy ways to improve your buyer personas. Keep reading!

What is a buyer persona?

In the most basic sense of the phrase, a buyer persona is a profile of your ideal customer.  These profiles are made up of existing customer data, anecdotal observations, industry research and much, much more.

Large companies often have multiple buyer personas that span multiple industries, demographics, and product offerings. Whereas smaller companies often have fewer, less targeted buyer personas.

To create a buyer persona, you must analyze your current customer base and identify any common traits and characteristics.

Do your customers work at companies of a certain size?
Do they hold similar job titles?
Do they all work within the same industry?
Do they use the same software?

Alone, these traits may not be significant—but when combined inside a buyer persona, they give you a comprehensive view of your typical customer.

What does a buyer persona look like?

A very basic buyer persona looks like this: A 30 to 45-year old male, who works in software sales, at a company of 300+ employees. A more complex buyer persona extends beyond surface level details and includes other factors like common complaints, shared opinions, buying preferences, and more.

Here’s a basic example from Brightspark Consulting:

Unfortunately, the more complex your buyer persona, the longer it takes to construct. The best buyer personas are highly targeted and require a significant amount of analysis, research, and time.

Before we dive in, let us explain why buyer personas are so important.

Why are buyer personas critical to modern marketing?

Buyer personas are a modern marketer’s best friend. When you use buyer personas to inform each and every part of your marketing strategy, you tailor your decisions to the preferences of your ideal customers. Therefore, a set of detailed buyer personas can have a massive effect on your marketing results. Consider these statistics (source):

  • Companies who exceed lead and revenue goals are four times as likely to use buyer personas for demand generation than those who missed lead and revenue goals.
  • 56% of companies have generated higher quality leads using buyer personas.
  • 36% of companies have created shorted sales cycles using buyer personas.
  • 24% of companies generated more leads using buyer personas.
  • 93% of companies who exceed lead and revenue goals segment their database by buyer persona.

Five reasons your buyer personas aren’t good enough

It’s evident that buyer personas are critical to marketing performance.

But shockingly, 60-70% of B2B marketers admit that they don’t truly understand their buyers (source).

This means that, although many marketers create buyer personas, they probably aren’t very effective.  Today we solve that problem.

If you’re not reaching the right audience, or your marketing results have plateaued, perhaps we can tell you why. Keep reading for the five most common reasons your buyer personas aren’t as effective as they could be.

Reason #1: They don’t include technographic information

Marketers have been using demographic information to target potential customers since the dawn of time. Technographics, on the other hand, are relatively new.

For those who aren’t familiar, technographics are the tools and technologies a company uses to operate. This includes everything from social media management tools to the platform a company uses to manage their website. But, technographic data isn’t just a tool or set of tools. It also includes vital information about how your prospects use and purchase technology.

Although demographic and firmographic data is essential, your buyer personas aren’t complete without technographic data. Consider this—with insight into the tools your prospects use, you can target your competitor’s customer base or identify important trends happening within your industry.

Here’s an example from VentureBeat: A financial tech firm noticed that Eloqua marketing automation was a predictive signal for its top prospects. The company is in a completely separate vertical, so it wouldn’t make sense to personalize messages about this platform.

However, it did help them deduce a few things. They recognized that companies running Eloqua tend to have a certain level of technical sophistication, and are usually big enough to be able to afford premium enterprise systems.

Reason #2: They’re built off of biases

As hard as we try not to, all marketers have their own biases. It’s easy to forget that not everyone thinks about your products or your brand the way you do. Unfortunately, these biases can influence your buyer personas and make them unreliable.

 If you’re not sure whether your own biases have influenced your buyer personas, ask yourself the following questions:

  • Do my personas mirror the customer journey we most commonly see?
  • Do I have evidence to support each and every assertion within my buyer personas?
  • If a customer read this profile of themselves, would they agree with it?
  • If my sales team read this profile of our best buyer, would they agree with it?
  • Do I ever overstate or overestimate the need for the product I’m trying to sell?
  • Do I ever overstate or overestimate the product’s ability to solve my customer’s problem?

Ask yourself these questions and truly try to think like your customer. If all else fails, hire an analyst, survey your customers, and ask other departments within your company to check your work.

Reason #3: You set it and forget it

If you’ve been in marketing for any length of time, it’s likely that you’ve already created your buyer personas. Maybe they’re effective—maybe they’re not. But chances are, if it’s been longer than six months, you need to revisit them.

Data changes, trends fade, and buying habits evolve as technology advances. It’s important that your buyer personas take these changes into account.  After initial buyer persona creation, put a recurring meeting on your calendar to review them.

Keep track of any important changes within the industry, your company, your product, technological advances, and buying motivators. When it comes time to review, make sure your personas reflect these changes. After all, your customers aren’t static and neither are your buyer personas. Don’t treat them as such.

Reason #4: You don’t have enough

If you’re a small company with one product, a single buyer persona may be enough to fuel your marketing campaigns. But chances are, it won’t be enough.

If you feel like your buyer personas are ineffective, it could be that they’re not granular enough.

In today’s marketing landscape, your customers expect all marketing communications to be tailored to their specific wants and needs. Consider these statistics:

  • Over 78% of consumers will only engage offers if they have been personalized to their previous engagements with the brand (source).
  • 81% of consumers want brands to get to know them and understand when to approach them and when not to (source).
  • 87% of consumers surveyed say that personally relevant branded content positively influences how they feel about a brand (source).
  • 63% of respondents are highly annoyed by the way brands to continue to rely on the old-fashioned strategy of blasting generic ad messages repeatedly (source).
  • 63% of consumers said they’d think more positively of a brand if it gave them content that was more valuable, interesting or relevant (source).

 Take a look at each of your personas and the campaigns you’ve used to target them. Is the content you’re serving truly relevant to each person within that audience? Consider removing any outliers and creating a separate buyer persona for them.

Reason #5: They lack motivation and emotive context

If you only use quantitative metrics to compose your buyer personas, they likely won’t perform well.

This is because your customers and prospects are people—not numbers. Some people buy products on a whim. Others take a year to consult with an entire buying committee before spending money. Something that triggers a purchase for one customer may have no effect on another customer.

To create effective buyer personas, you must consult your sales and customer service teams to gather anecdotal evidence.

Determine what motivates each of your buyers to make a purchase. Is it frustration? Is it the satisfaction of getting a good deal? Or did you just catch them at the right time?

This information is crucial. Without it, you don’t truly understand your customers.

Key Takeaways

Buyer personas are essential to marketing—but only if they’re created correctly and aren’t neglected. It’s important that, as a marketer, you recognize the power of buyer personas and dedicate the time and effort needed to create them.

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How to Attract B2B Buyers with Killer Content

Content marketing is booming. According to the 2017 B2B Content Marketing Trends, 39% of companies are increasing investment in content marketing. And yet most companies are not creating effective content.  Want proof? Two of the leaders in B2B funnel benchmarking, SiriusDecisions and Forrester, will tell you that inquiry-to-closed-won conversion ratios are often below two percent […]

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