B2B Persona Targeting
New Marketing Trends
2019 Persona Targeting Solutions
B2B Persona Targeting: The self-educating B2B buyer has moved on.
Your organization’s online presence was once a checkmark in a box.
Your website and digital outreach established your credibility by simply existing. Over time, you realized that your buyers wanted more than a digital billboard and email advertisements.
You began to publish educational content about your products and services and used that content capture the attention of online shoppers so you could transition them to your human sales or service team.
These teams added the value of human interaction to those transactions and hopefully converted the deal.
B2B Persona Targeting between 2000 – 2018
You adapted to B2B Buyer 2.0 – the self-educator
The B2B buyer has now evolved past a desire for generic, product-based materials. The web is packed with white papers and tip sheets explaining why a certain type of product or service will best satisfy their needs. They are overwhelmed – and they are bored.
Fast-forward to B2B Persona Targeting today, 2019
It’s time to start humanizing your digital brand for B2B Buyer 2.5
The current iteration of digital B2B buyer wants to be part of your story, to share your organization’s larger mission or impact. They want to be engaged with personalized, value-charged content that justifies the investment of their time – to take a journey with you.
They want a more human online experience.
Using your existing digital channels, Envisiondr.com B2B Marketing Services Group will help personalize your content, create great stories that celebrate the human side of your business, and get those stories in front of potential buyers who will respond to them.
How To Increase B2B Buyer Engagements.
1. Align Marketing Efforts with Business Strategy
Let us help you change the perception of digital marketing from a necessary but opaque expense into a strategic activity with tools that help align and focus efforts and spend on the most pressing business needs.
2. Dig into Buyer Segmentation and Research
This is part nobody wants to do! We love it. We will work with your sales and operations teams to identify your current and ideal buyer-types and build out profiles for each that allow you to more granularity understand how to engage with them.
Generate Engaging Stories.
We will help you stop telling people about products and services. Together, our teams will include buyers in adventures that involve your organization, it’s products, and it’s services. We will help you write value-charged content that creates lasting memories for your potential buyers.
3. Refine Story Placement
Once we define who your buyers are, we can more accurately place content where they can find and engage with it. We will promote your stories on the digital channels where your buyers live.
Human Engagement Engine
4. Customize your Website Design and SEO
Your website will no longer be a static billboard or research library. It will become a human engagement engine. Envision will help you design and serve custom experiences for your buyer types and, depending on the level of marketing automation integration, for individual buyers. Your website will also support a deeper buyer journey allowing the user to go farther into the shopping/designing experience with options to customize and experiment.
B2B Persona Targeting: Focus, Learn, Adapt.
5. Focus on Buyer Engagement
Your marketing automation outreach will no longer be an extended ad or promotional campaign. It will serve content that reminds your audience that they are missing out on being part of your story. Promotions and reminders will make it easier for them to participate.
6. Learn and Adapt
In the end, the success of a marketing program comes down to meeting established goals. If those goals align with business objectives;for example,increasing participation from a segment more inclined to buy a specific service, then the program must be designed to capture and report those results. Our web analytics offering can be configured to do just that.
7. What’s next is now here for B2B persona targeting
We think that the next evolution of digital marketing, enabled by the Internet of things, will be a turn back toward shared physical experiences and more human interactions – augmented by technology. Marketers will no longer just tell great stories; they will invite the buyer into their physical world and co-create value-charged memories with them.
We are planning everyday to be a part of this next and exciting phase of buyer interaction, and hope you are, too.
8. “Know The Difference Between User And Buyer Personas“.
Forbes had a very interesting topic within the article “How To Craft The Ideal User Persona For Your Brand” that talks about “Know The Difference Between User And Buyer Personas“.
Differentiating between user personas and buyer personas is very important. For enterprise products in particular, the buyer is often very different from the product user. For example, the buyer of a marketing data platform is likely a CMO concerned with how it will drive sales. However, the users, likely campaign owners or data scientists, are more concerned with usability. – Preethy Vaidyanathan, Tapad
Need help with B2B persona targeting?
If you are interested in hiring our services or want our assistance in anything related to persona targeting, online marketing and lead nurturing campaigns, you can give us a call at (732) 922-8800 or click on the “Contact” button.
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Businesses that use social media marketing understand that it forms a major part of both their online and offline communication mix. It is all about the quality of the relationship with clients and not the volume of relationships.
Email Marketing is an effective marketing strategy where you send emails to potential targets and current customers. It has a higher rate of converting prospects into customers and one-time buyers into loyal fans.
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Marketing and Advertising help ensure the growth of your business. While your current customer base should be your top priority, these efforts also help you in expanding your base. Through these tactics, you can sell your products and services more easily.
At Envision, we aim to create the perfect brand experience. We know that Ecommerce logistics isn’t the same s wholesale distribution – you aren’t just packing stuff into smaller boxes!
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