Charu Gupta, Director, Brand & Content Marketing @ Hiver B2B marketing can get monotonous and boring. Because hey, ultimately what you’re selling is nothing but software. But, it doesn’t have to be so. What you need to keep in mind is that at the end of the day you’re speaking to a human. Your channels might differ but the essence of marketing remains the same. Check out some real-life examples of how Hiver has pushed the bar in B2B marketing and crafted some really cool campaigns. From celebrating our customer support folks as superheroes to putting together a video about your favourite candy store, find out how Hiver makes B2B marketing NOT boring.

1. Understanding Your Sales Prospect: 5 Tips
to Building a Buyer’s Journey That
Resonates
Tracy Schlabach
Head of Marketing
Accusoft
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2. Who is Tracy Schlabach?
21 years marketing experience
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3. Who is Tracy Schlabach?
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4. Understand your prospect,
why?

5. Why do you need to understand your prospect?
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● 2018 Gartner - Buyers tend to be ~57% of the way
through a purchase decision before engaging sales

6. Why do you need to understand your prospect?
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● 2021 Gartner - Sales engagement drops to ~ 17%
○ ~80% of the purchase decision made via digital research

7. Why do you need to understand your prospect?
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8. Let’s jump into the tips
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9. Tip #1
Research your personas

10. Building your buyer persona
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● Personal/Demographics
● Company/Industry
● Job Role
● Pain-Points
● Product Specific
● Personality
● Marketing Preferences
● Buying Criteria

11. Tip #2
Multiple personas
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12. Are multiple personas part of the purchasing process?
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13. Tip #3
Develop persona profiles
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14. Buyer Persona
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15. Tip #4
Build messaging resonates

16. Building The Buyer’s Confidence
● Understand pain points
● Thought leader
● Be visible
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17. Tip #5
It’s the journey
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18. The Buyer’s Journey
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19. Bonus
How to determine which persona is engaging

20. Web page with multiple personas
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21. Key Takeaways
1. The buyer journey starts long before engagement.
2. Align marketing monies where your buyers “live”.
3. Build a journey, test, and iterate.

22. Continue the Conversation
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23. Where to find me
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linkedin.com/in/tracyschlabach
Booth: 233
tschlabach@accusoft.com

24. THANK YOU