Fishing Where Your Buyers Swim Part 2 Trish Bertuzzi The Bridge Group, Inc. blog.bridgegroupinc.com

Get real about your buyers Step 1: Know Thy Buyer Personas

Get real about your buyers

Jennifer Occupation: Dir. Marketing Industry: $10M - Technology; Software Reports to: VP Marketing Years experience: 10+ A Win In My Eyes Simplify execution/measurement of campaigns Demonstrating ROI of my campaigns Integration with existing marketing systems My Vendors Need To Be stable Have customer references like me My Frustrations Not enough hours in the day Mis-alignment with Sales (lead follow up, use of tools/materials, anecdotal feedback, etc.) Manual processes / blind spots in tracking ROI What’s My Role Plan, create & execute tactics, activities and content to convey key product offerings to target markets How Am I Measured Demand generation Reputation management

A Win In My Eyes

Simplify execution/measurement of campaigns

Demonstrating ROI of my campaigns

Integration with existing marketing systems

My Vendors Need To

Be stable

Have customer references like me

My Frustrations

Not enough hours in the day

Mis-alignment with Sales (lead follow up, use of tools/materials, anecdotal feedback, etc.)

Manual processes / blind spots in tracking ROI

What’s My Role

Plan, create & execute tactics, activities and content to convey key product offerings to target markets

How Am I Measured

Demand generation

Reputation management

Identify 10 / 20 / 30 Note: “Gerhard Gschwandtner” easier to find than “Tom Robbins” Go find them View Profiles (Pay Attention to Groups) Step 2: Go Find the Jennifer’s

Identify 10 / 20 / 30

Note: “Gerhard Gschwandtner” easier to find than “Tom Robbins”

Go find them

View Profiles (Pay Attention to Groups)

Jennifer’s Social Networking Usage LinkedIn Groups Jennifer 92% 80% 70% 15% Scott (comparison 1) 50% 25% 20% 0% Tom (comparison 2) 30% 5% 10% 0%

What does Jennifer think about demand generation, inbound marketing, SEO, CRM, sales enablement, social media, lead nurturing Step 3: Find the Conversation

What does Jennifer think about

demand generation, inbound marketing, SEO, CRM, sales enablement, social media, lead nurturing

Jennifer’s Groups on MarketingProfs Inside Sales Experts eMarketing Association Network Online Lead Generation Innovative Marketing, PR, Sales…

Build relevant Jennifer ’s Find your real Jennifer ’s online Join the conversation What I’m Asking You To Do?

Thank You! Trish Bertuzzi President Twitter: @bridgegroupinc Learn more about The Bridge Group: http://www.bridgegroupinc.com http://blog.bridgegroupinc.com