What is the easiest way to become a better marketer in 2020? Build a #marketing persona. Read on to find out how. You'll also find an accompanying podcast on Marketing 404's LinkedIn page.

1. THE EASIEST WAY TO BECOME
A BETTER MARKETER IN 2020
JOE EDWARDS AND SCOTT REIS

2. “Help your customers,
and you help your business”
LEO BURNETT

3. INTRODUCTION
• Become a better marketer by knowing your customer
• Build up a persona to understand your customer
• Focus on their psychographic traits for B2B marketing

4. SOUND FAMILIAR?
• Companies who use internal language in external comms
• Messaging which regularly tells you how awesome the company is
• A focus on product / feature messaging

5. EXAMPLE: A B2B CMO
• Emotional Drivers: They want to acquire influence and status; they
want to experience the cutting edge of marketing
• KPIs: Leads generated, inbound pipeline value, brand perception
• High level challenges: Expansion to an overseas market
• Specific challenges: Struggling to find French or German content
writers
• Personal interests: Football, city breaks, fine dining

6. “I am all for conversations,
but you need to have a
message”
RENEE BLODGETT

7. SO WHAT?
• Use your persona to craft content which appeals to your market.
• From early-stage awareness content, such as, ‘How Chelsea FC smashed
their lead target for corporate box subscriptions’.
• Through to middle-stage consideration content, such as, ‘The easiest
way to boost your lead generation in 2020’.
• And to later-stage decision content, such as, ‘How we help you to
optimize your website for lead generation’.