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Fishing Where Your Buyers Swim (Part2)
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Fishing Where Your Buyers Swim (Part2)

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  • 1. Fishing Where Your Buyers Swim Part 2 Trish Bertuzzi The Bridge Group, Inc. blog.bridgegroupinc.com
  • 2.
    • Get real about your buyers
    Step 1: Know Thy Buyer Personas
  • 3. 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
  • 4.
    • 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
  • 5. 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%
  • 6.
    • What does Jennifer think about
      • demand generation, inbound marketing, SEO, CRM, sales enablement, social media, lead nurturing
    Step 3: Find the Conversation
  • 7. Jennifer’s Groups on MarketingProfs Inside Sales Experts eMarketing Association Network Online Lead Generation Innovative Marketing, PR, Sales…
  • 8. Build relevant Jennifer ’s Find your real Jennifer ’s online Join the conversation What I’m Asking You To Do?
  • 9. Thank You! Trish Bertuzzi President Twitter: @bridgegroupinc Learn more about The Bridge Group: http://www.bridgegroupinc.com http://blog.bridgegroupinc.com