The document discusses research methods for developing buyer personas and journey maps. It provides frameworks for constructing personas, journey maps, and market segmentation. The key aspects covered include interviewing internal and customer stakeholders to understand goals, needs, and the buying process. Personas should represent actual buyers while journey maps describe the purchase process from the buyer's perspective. Conducting both quantitative and qualitative research through surveys, interviews, and data analysis helps develop an in-depth understanding of buyers and how they buy.
5 Vital Classes of Content: A Framework for B2B Content SuccessJeff Freund
In the B2B world where long buying cycles mean that the role of content is stretched over a wide length of time, it’s absolutely essential for marketers to employ the full spectrum of content, each with its own specific purpose, or desired effect on your buyer.
Originally published in blog format with the Content Marketing Institute: http://contentmarketinginstitute.com/2014/09/framework-creating-content-vital-levels/
Content Marketing Explained: Theory and Real Life ExamplesRachael Wachstein
If you're tired of all of the "experts" and their content marketing theories, this no nonsense presentation is for you. Learn how franchise systems can leverage content marketing for franchise development and unit sales. The presentation will take you from the big picture overview of the content marketing process to real life examples that will help you realize a content strategy that will work for your system.
How to Use Content Marketing for Franchise Sales Lead GenerationRachael Wachstein
The franchise sales process has changed but you have nothing to fear! Learn how content marketing works to deliver the right messages to the right franchise prospects, inspiring and educating them to invest in your brand.
For a free consultation, contact Rachael Wachstein, Vice President, Content Marketing, Fishman PR rwachstein@fishmanpr.com 847-945-1300.
Content marketing is an essential part of the franchise sales process. Creating valuable content targeted to prospects and brokers will help attract and convert website visitors to leads. Content marketing should also be used to qualify leads. PR and marketing integration is critical. Make sure that all of your communications teams are on the same page. For more information, contact Rachael Wachstein 630.269.3725 or rwachstein@fishmanpr.com
Meet the engaged buyer.
Buying isn’t what it used to be. It could be a camera, phone or car – or it could be a million-dollar business software solution. Whatever the purchase, the way customers consider buying it has changed forever. Read Buying Isn’t What It Used To Be to find out why people buy the way they do now – and how your marketing can work harder to meet their expectations.
How to create a b2 b resource hub for maximizing qualified b2b sales leads. B2B Resource Hubs are customer-centric with the quality problem/solution only content that is meant to help buyers find solutions immediately and accessible in various format choices all in one place. Best of all there sole purpose is to generate qualified b2b sales leads.
Buyers are engaging throughout the entire buying process, and as a marketer, you need to be there the whole way. You’ve invested too much to have them walk away from the store with your competitors’ product, so the Last 3 Feet is critical. It’s your last chance to reach buyers before purchase. Read 4 Ways to Win In The Last 3 Feet to ensure consumers seal the deal with your products.
5 Vital Classes of Content: A Framework for B2B Content SuccessJeff Freund
In the B2B world where long buying cycles mean that the role of content is stretched over a wide length of time, it’s absolutely essential for marketers to employ the full spectrum of content, each with its own specific purpose, or desired effect on your buyer.
Originally published in blog format with the Content Marketing Institute: http://contentmarketinginstitute.com/2014/09/framework-creating-content-vital-levels/
Content Marketing Explained: Theory and Real Life ExamplesRachael Wachstein
If you're tired of all of the "experts" and their content marketing theories, this no nonsense presentation is for you. Learn how franchise systems can leverage content marketing for franchise development and unit sales. The presentation will take you from the big picture overview of the content marketing process to real life examples that will help you realize a content strategy that will work for your system.
How to Use Content Marketing for Franchise Sales Lead GenerationRachael Wachstein
The franchise sales process has changed but you have nothing to fear! Learn how content marketing works to deliver the right messages to the right franchise prospects, inspiring and educating them to invest in your brand.
For a free consultation, contact Rachael Wachstein, Vice President, Content Marketing, Fishman PR rwachstein@fishmanpr.com 847-945-1300.
Content marketing is an essential part of the franchise sales process. Creating valuable content targeted to prospects and brokers will help attract and convert website visitors to leads. Content marketing should also be used to qualify leads. PR and marketing integration is critical. Make sure that all of your communications teams are on the same page. For more information, contact Rachael Wachstein 630.269.3725 or rwachstein@fishmanpr.com
Meet the engaged buyer.
Buying isn’t what it used to be. It could be a camera, phone or car – or it could be a million-dollar business software solution. Whatever the purchase, the way customers consider buying it has changed forever. Read Buying Isn’t What It Used To Be to find out why people buy the way they do now – and how your marketing can work harder to meet their expectations.
How to create a b2 b resource hub for maximizing qualified b2b sales leads. B2B Resource Hubs are customer-centric with the quality problem/solution only content that is meant to help buyers find solutions immediately and accessible in various format choices all in one place. Best of all there sole purpose is to generate qualified b2b sales leads.
Buyers are engaging throughout the entire buying process, and as a marketer, you need to be there the whole way. You’ve invested too much to have them walk away from the store with your competitors’ product, so the Last 3 Feet is critical. It’s your last chance to reach buyers before purchase. Read 4 Ways to Win In The Last 3 Feet to ensure consumers seal the deal with your products.
The B2B Buyers Journey Sales Guide eBookMark Gibson
New eBook on The B2B Buying Process; why you need to understand it and how to facilitate transitions with the buyer through the process.
Will be of value to sales professionals, sales managers, sales enablement and operations professionals, marketers and product managers
Many executives, in particular those of B2B and service oriented organizations, are faced with the challenge of having to rethink how to succeed in today’s digital age. This rethinking raises questions as well as the dialogue today on the effectiveness of the traditional functions of sales, marketing, support, and customer service.
3 Ways Content Marketing Can Help Close Franchise Deals FasterFishmanPR
Learn about the benefits of creating a franchise development content marketing strategy to generate franchise leads and move your brand forward with this SlideShare.
As much as digital channels like social media and websites are becoming the staple for marketing, offline channels still play an important role. In fact, it is only when you fuse offline and online marketing that you can get the most out of your activities.
Nature & Roles of Marketing Channels, Marketing (Distribution) Channel, Consumer Product Channels, Industrial Product Channels, Factors affecting selection of Distribution Channel, The Communication Process, Promotion (Communication) Mix, AIDA Model, Advertising, Selection of Media, Sales Promotion, Public Relation, Personal Selling, Direct Marketing, MKIS Model, Marketing Research, Research Process.
www.solvay.edu/am-creativity
This is the latest presentation used during the information session about Solvay Brussels School Advanced Master in Creativity & Marketing.
The Advanced Master in Creativity & Marketing presents, discusses and teaches new marketing alternatives to the classic demand-based approaches. It is a truly unique approach to marketing that focuses on the marketing of the future rather than taking the historical approach of other programmes.
Solvay Brussels School Advanced Masters have been developed to create a breed of 'out-thinkers'.
The Advanced Masters confer postgraduate university certificates in focused areas for Master students with no or limited professional experience (normally maximum 3 years).
Advanced Masters are designed as full-time programmes for one academic year, and represent 60 ECTS each.
Integrated marketing communication merupakan cara pendekatan pemasaran terkini yang sesuai dengan paradigma pemasaran yang terbaru, mengikuti arus globalisasi dengan perkembangan pesat teknologi informasi dan adanya deregulasi di pelbagai bidang.
Dalam pemasaran suatu produk baik produk yang tangible maupun produk jasa, manajemen Integrated marketing communication memfokuskan pada pengelolaan brand atau merek produk, dengan membina, mengembangkan, merek tersebut (managing brand), diperkuat dengan menjalin hubungan baik dengan pihak-pihak terkait (stakeholders relationship) yang mengarah ke customer relationship management (CRM).
The Role of Content Marketing in a Digital StrategyFederico Betti
How to successfully impact on the business through your Content Strategy? What's the role of a Contents in a Digital strategy?
Here is the slideshow I shared with the Marketing & Innovation course at Ca' Foscari University of Venice during my guest lesson last September.
Understanding how to leverage the customers path to purchase as part of the ThinkBlink process. It can take merely seconds for a consumer to initiate a purchase decision, no matter how large or small they may be. Whether buying a house, a car, or a stick of gum at the grocery store, engaging the customer quickly and effectively can make the difference of whether or not they will buy a product.
Marketing to Customer Needs - The Power of PersonasNina Kuhlman
In this webinar, SiriusDecisions’ Cheri Keith joins The Mx Group to share how a demand generation marketing strategy that includes customized messaging built on personas yields twice the sales pipeline!
Watch to learn more about the three key elements related to personas, including how to:
-Gain deeper buyer insights
-Map the buyer’s journey
-Implement demand gen programs based on customer needs
The B2B Buyers Journey Sales Guide eBookMark Gibson
New eBook on The B2B Buying Process; why you need to understand it and how to facilitate transitions with the buyer through the process.
Will be of value to sales professionals, sales managers, sales enablement and operations professionals, marketers and product managers
Many executives, in particular those of B2B and service oriented organizations, are faced with the challenge of having to rethink how to succeed in today’s digital age. This rethinking raises questions as well as the dialogue today on the effectiveness of the traditional functions of sales, marketing, support, and customer service.
3 Ways Content Marketing Can Help Close Franchise Deals FasterFishmanPR
Learn about the benefits of creating a franchise development content marketing strategy to generate franchise leads and move your brand forward with this SlideShare.
As much as digital channels like social media and websites are becoming the staple for marketing, offline channels still play an important role. In fact, it is only when you fuse offline and online marketing that you can get the most out of your activities.
Nature & Roles of Marketing Channels, Marketing (Distribution) Channel, Consumer Product Channels, Industrial Product Channels, Factors affecting selection of Distribution Channel, The Communication Process, Promotion (Communication) Mix, AIDA Model, Advertising, Selection of Media, Sales Promotion, Public Relation, Personal Selling, Direct Marketing, MKIS Model, Marketing Research, Research Process.
www.solvay.edu/am-creativity
This is the latest presentation used during the information session about Solvay Brussels School Advanced Master in Creativity & Marketing.
The Advanced Master in Creativity & Marketing presents, discusses and teaches new marketing alternatives to the classic demand-based approaches. It is a truly unique approach to marketing that focuses on the marketing of the future rather than taking the historical approach of other programmes.
Solvay Brussels School Advanced Masters have been developed to create a breed of 'out-thinkers'.
The Advanced Masters confer postgraduate university certificates in focused areas for Master students with no or limited professional experience (normally maximum 3 years).
Advanced Masters are designed as full-time programmes for one academic year, and represent 60 ECTS each.
Integrated marketing communication merupakan cara pendekatan pemasaran terkini yang sesuai dengan paradigma pemasaran yang terbaru, mengikuti arus globalisasi dengan perkembangan pesat teknologi informasi dan adanya deregulasi di pelbagai bidang.
Dalam pemasaran suatu produk baik produk yang tangible maupun produk jasa, manajemen Integrated marketing communication memfokuskan pada pengelolaan brand atau merek produk, dengan membina, mengembangkan, merek tersebut (managing brand), diperkuat dengan menjalin hubungan baik dengan pihak-pihak terkait (stakeholders relationship) yang mengarah ke customer relationship management (CRM).
The Role of Content Marketing in a Digital StrategyFederico Betti
How to successfully impact on the business through your Content Strategy? What's the role of a Contents in a Digital strategy?
Here is the slideshow I shared with the Marketing & Innovation course at Ca' Foscari University of Venice during my guest lesson last September.
Understanding how to leverage the customers path to purchase as part of the ThinkBlink process. It can take merely seconds for a consumer to initiate a purchase decision, no matter how large or small they may be. Whether buying a house, a car, or a stick of gum at the grocery store, engaging the customer quickly and effectively can make the difference of whether or not they will buy a product.
Marketing to Customer Needs - The Power of PersonasNina Kuhlman
In this webinar, SiriusDecisions’ Cheri Keith joins The Mx Group to share how a demand generation marketing strategy that includes customized messaging built on personas yields twice the sales pipeline!
Watch to learn more about the three key elements related to personas, including how to:
-Gain deeper buyer insights
-Map the buyer’s journey
-Implement demand gen programs based on customer needs
Putting the Person into Personalization: Identifying audiences and their reac...Optimizely
Before you personalize any given digital experience, you obviously need to know who you’re personalizing it for. Effective personalization means defining, creating and developing the right kinds of audience groups. The ultimate goal? Providing the feel of a genuine one-to-one experience.
Join our webinar to discover the ingredients of a good audience. How to identify and reach them with relevant experiences. And why experimentation is the key to optimizing every different experience for each separate group.
What you’ll learn:
- Why you should only focus on ‘actionable’ audiences with high reach - and what that actually means.
- Key personalization use cases to target audiences across verticals.
- How experimentation helps to provide the best possible personalized experiences.
Learn more about creating impactful digital experiences in the Power of Personalization: https://www.optimizely.com/optimindset-personalization
How to Use Interactive Content to Tell Your Story & Accelerate the Buyer's Jo...ion interactive
A compelling content marketing strategy answers the who, what, why, where, and when questions of content creation. In order to capture our audience's attention, we must deliver the right content, to the right people at the right time in their journey.
Interactive content clears the path for marketers who are seeking to move prospects through their journey faster. Using a digital dialogue of increasing relevance and personalization, interactive content builds engagement and education more memorably than traditional static content and storytelling. This presentation showcases real-world examples of interactive content success at each stage of the buyer’s journey.
MAITRIX_Digital Marketing Technical Work Strategy Plan.pptxMaitrix Infotech
We are very confident that I am successfully promoting your products and services on the internet market and social media sites to increase your brand value and increase business sales. Because we are currently working with many clients and their business is very well developed, results are coming by targeting keywords through Google search engine, social media sites.
If you are interested then give us a chance, we will send you our Technical Work Activities Plan, and our work plan includes both Search Engine Marketing and Social Media Optimization services.
It would be great if you will provide us with your website URL and target locations, So that we can analyze and then send your Initial Analysis report.
What can we do for your Website?
1. Build your Brand Name on the Internet Market and Social Media Market.
2. Increase your Business Sale up to 70% from your target locations
3. Increase your website speed on GTMetrix.
4. Removed negative complaints and reviews from Google.
5. Change the Meta tag & Meta description as per Google new updated Guidelines.
6. Delete the bad links/duplicate scripts from your website.
7. Fix the technical errors on your website and check canonical URL’s errors.
8. Building more Backlinks.
9. Designs creative’s for post on social media and writes unique contents for Blog and Article posting.
If you’re interested, then let us know your convenience time for the call to describe our technical work plan and then start work.
Regardless of what you are selling, your business should be working to attract and convert customers. In this workshop, learn how to use sales funnel and customer journey frameworks to map an epic customer journey online.
Originally presented at Carnegie Mellon University Tepper School of Business "Connects Series" by Laurie Barkman, CEO SmallDotBig
Find the Gaps with a Customer Experience Map CRMEvolution 2014jhewitt98
Businesses are constantly seeking ways to more accurately predict customer behavior and attitudes. Analytical models and market research offer robust information, but are you overlooking an innovative approach to discover what your customers are thinking and doing? Customer experience maps examine customer emotions and attitudes through the learn, buy, enjoy, and advocate stages of the customer life cycle. The map identifies the gaps in your customer experience and delivers a framework for effectively improving it. This presentation walks you through the process of creating a customer experience map and gives real-world examples of how a major financial institution and an entertainment loyalty program were able to use their maps to identify gaps in their communications and processes.
Lead Generation: Developing A Conversational ApproachHannah Flynn
B2B buyers are self-guiding their purchase journey, consuming more content along their purchase path and involving more stakeholders in the final decision. Therefore, it is necessary for B2B marketing teams to align to this purchase path and to the buying committees.
This is not accomplished by creating more content or sending more communication, the key to success is establishing a conversation with your buyers that engages them in a meaningful dialogue and ultimately converts them to a customer.
Persona Marketing at Scale -- American Family InsuranceConductor
American Family Insurance is in the midst of overhauling their website to keep content engaging – no easy feat for any company, especially one founded almost 100 years ago. Join American Family Insurance’s Search Optimization Marketing Specialist Ashley Mortimer while you determine how to develop personas to reach your ideal audience, and review how to build a website with buyer’s journeys in mind. Hear real life examples from American Family Insurance’s content audit while being let in on the secret of how to turn around failing content.
Presentation by:
Ashley Mortimer – Search Optimization Marketing Specialist, American Family Insurance
This presentation was given at the 2015 Conductor C3 marketing conference. Learn more: http://c3.conductor.com/
CRM Evolution Conference: How to Create a Customer Experience MapCatalyst
Presented at the CRM Evolution Conference, August 18, 2014.
Businesses are constantly seeking ways to more accurately predict customer behavior and attitudes. Analytical models and market research offer robust information, but are you overlooking an innovative approach to discover what your customers are thinking and doing? Customer experience maps examine customer emotions and attitudes through the learn, buy, enjoy, and advocate stages of the customer life cycle. The map identifies the gaps in your customer experience and delivers a framework for effectively improving it. This presentation walks you through the process of creating a customer experience map and gives real-world examples of how a major financial institution and an entertainment loyalty program were able to use their maps to identify gaps in their communications and processes.
Top Ways To Reach Your Target Audience PowerPoint Presentation SlidesSlideTeam
Top Ways To Reach Your Target Audience PowerPoint Presentation Slides is a gripping way to present your customer strategy. Using our effective target marketing PPT theme you can showcase the buyer persona to portray the target market segment. Depict your B2B or B2C market based on geographic, psychographic, and behavioral parameters through this consumer strategy PowerPoint presentation. Illustrate marketing targeting options like micro-market, niche market, differentiated market, and mass-market via our increasing customer reach PPT deck. Methods used to target and address audience PowerPoint themes are useful for marketers to present a step-by-step customer strategy. Strong data visualization tools included in this marketing strategy PPT template help you elucidate market size analysis, competitive landscape, etc. Use this marketing to the right audience PowerPoint presentation to describe customer success metrics like customer churn, and net promoter score. By downloading our marketing strategy PowerPoint deck, you will get access to vital stats on customer behavior, preferences, and habits. https://bit.ly/3a2v4c7
Outperform Webinar Series: How to Optimize Your Checkout Flow & Engage Your C...Optimizely
Join Optimizely’s lead strategy consultant, Alek Toumert, to understand how to experiment and optimize throughout the checkout flow.
Consumer’s expectations have been rapidly changing, and the checkout process is one of the most important consumer engagement points. Experimentation can enable you to create a better checkout experience, regardless of channel. As the only experimentation platform that is PCI compliant across the board, Optimizely enables customers to experiment at any point in the customer journey.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
2. www.akoonu.com
Content
»Buyer
Personas
and
Journey
Maps
»Organizing
your
audience
»Building
your
personas
and
maps
»Best
practices
for
your
research
»Buyer-‐centric
marketing
toolkit
2
3. www.akoonu.com
Buyer
Personas
Aggregate
representations
of
the
actual
buyers
influencing
or
making
decisions
about
your
solutions
and
are
based
on real people,
insights,
and
experiences.
3
! "
Journey
Maps
Descriptions
of
the
steps
– from
your
buyers’
point
of
view
– they
execute
from initial
consideration
of
a
solution
to
purchase
decision
and
finally
to
implementing
and
using
the
product
or
service.
4. www.akoonu.com
Why Personas and Journey Maps?
Who What Why Where When How
Personas
!
Who
is
involved
in
purchase
process
What
they
care
about
as
people
and
professionals
What are
the
buyers’
motivations
Where
they
seek
information
How
they
prefer to
be
interacted
with
Journey
Maps
"
The
roles
people
play
in
the
purchase
process
What
are
the
needs
each
step
of
the
way
When
is
best
time
to
engage
with
each
person
4
They provide in-depth understandingof buyers and how they buy.
6. www.akoonu.com
Lines of Business
6
Sets of one or more highly related productsor services which fulfill a particular
customer business need.
$
Products
Services
7. www.akoonu.com
Market Segments
7
Groupings of prospective companiesbased on shared characteristicsthat have
the same needs and behave in the same way through a buying process.
Line
of
Business
8. www.akoonu.com
Market Segmentation – B2C
Demographics Psychographics Geographic Behavioral
Based
on
personal
attributes
of
consumer.
Based on
motivations
of
the
consumer.
Based
on
defined
geographic
boundaries.
Based
on
actual
consumer
behavior.
• Age
• Gender
• Nationality
• Income
• Occupation
• Family Status
• Education
• …
• Personality
traits
• Values
• Attitudes
• Interests
• Lifestyles
• Beliefs
• …
• Region
• Country
• Climate
• Population
• …
• Loyalty
• Benefits
• Usage
• Occasion
• Readiness
to
buy
• …
8
9. www.akoonu.com
Market Segmentation – B2B
Firmographics Needs Geographic Behavioral
Based
on
attributes
of
target
business.
Based on
motivations
of
the
consumer.
Based
on
defined
geographic
boundaries.
Based
on
actual
consumer
behavior.
• Revenue
• Size
in
Employees
• Industry
(SIC)
• …
• Business Challenge
• Application
• Requirements
• …
• Region
• Country
• …
• Loyalty
• Benefits
• Usage
• Readiness
to
buy
• …
9
11. www.akoonu.com
Process Overview
Use
a
Framework
Initial
Hypothesis
Internal
Interviews
Customer
Interviews
Aggregate
and
Synthesis
Personas
and
Journey
Maps
11
13. www.akoonu.com
Journey Maps Framework: Stages
Stage Stage
Type Description
Discovering Marketing
The
buyer
has
reached
a
tipping
point,
realizing
they
have
a
pain
point
they
need
to
learn
more
about.
The
buyer
conducts
educational
research
to
better
understand
the
pain
point
they’re
experiencing.
Learning Marketing
The
buyer
researches
possible
solutions
to
solving
their
defined
problem
and
begin
to
identify
specific
providers.
Choosing Sales
The
buyer
needs
to
prove
to
internal
stakeholders
that
a
solution
is
worth
employing
to
address
their
problem.
Purchasing Sales
The
buyer
is
actually
procuring
the
solution
and
preparing
for
owning,
maintaining,
and
deploying
the
solution.
Implementing Product The
buyer
is
deploying
the
solution,
setting
up
users,
receiving
training,
etc.
Proving Product
The
buyer
is
now
using
the
solution
and
evaluating
its
qualities,
benefits,
and
ROI
or
soon
to
be
ROI.
Owning Product
The
buyer
is
using
the
solution,
maintaining
it,
receiving
updates
on
new
capabilities,
realizing
its
ROI,
and
expanding
their
usage
of
the
solution.
13
14. www.akoonu.com
Journey Maps Framework: Dimensions
Dimension Description
Participation Levels How each
persona
participates
in
a
stage
of
the
journey
Needs
What
the
buyer
requires
in
order
to
go
through
their
buying
process
at
each
stage.
This
includes
informational,
process
requirements,
internal
milestones,
political
alignment, etc.
Activities
What
the
buyer
is
actually
doing
at
this
stage
to
fulfill
their
needs.
These
may
be
group
or
individual activities,
and
both
internal
and
external
actions.
Preferences
How the
buyer
prefers
to
engaged
with
and
communicated
too
through
content
and
other
interactions.
Barriers
A
concern,
an
obstacle,
a
perception,
or
a
requirement
that
must
be
sufficiently
addressed
in
order
to
move
onto
the
next
stage.
14
15. www.akoonu.com
Journey Maps Framework: Levels of Participation
15
Buying Roles and Participation Levels both capture aspects of the team dynamics
of the Buying committee
Buying
Roles
Decider
Influencer
Advisor
User
Procurer
Specifier
Process
Participation
Level
# Driver
! Participant
% Gate
Keeper
○ Not
Involved
D iscov erin g Learn in g
#
○
!
#
%
#
16. www.akoonu.com
Journey Maps Framework
16
Together the Journey Stages, Journey Dimensions, Participation Levelsand
Personasprovide a detailed framework to understand how buyers buy.
Barriers
Preferences
Activities
Buyer
Needs
18. www.akoonu.com
Leverage your Sales and Marketing Data
» Analysis
of
data
is
an
important
first
step
in
understanding
the
buying
audience
» Key
Sources:
» CRM
Platform
» Marketing
Automation
Platforms
18
19. www.akoonu.com
Conducting Surveys and Interviews
Who
to
Survey
• Internal
stakeholders
• People
with
direct, daily
contact
with
audience
Who
to
Interview
• Recently
acquired
customers
• 5-‐7
interviews
per
Persona
What
to
ask
• Professionally
relevant
attributes
and
goals
• Purchase
process
• Participants
involved
• Sources
and
types
of
information
• Concerns
at
each
stage
• Barriers
to
overcome
19
20. www.akoonu.com
Typical Interview Questions
20
What
are
your
current
business
challenges?
What's
the
primary
need
you
want
solutions
like
ours
to
help
you
address?
What
concerns
or
major
questions
do
you
have
about
these
types
of
solutions?
What's
the
last
online
resource
you
remember
sharing?
Whom
did
you
share
it
with?
What
was
your
role
in
the
buying
process
(decider,
influencer,
etc.)?
Can
you
walk
me
through
what
your
buying
process
from
beginning
to
end?
Which
colleagues
did
you
collaborate
with
along
the
way?
Which
colleagues
did
you
need
approval
or
buy-‐in
from
for
our
solution?
How
did
they
evaluate
our
solution?
Persona
Interview Journey
Map
Interview
22. www.akoonu.com
Tips
1. Interview
Recent
Customers
Who
Align
Well
to
Your
Current
Buyer
Personas
2. Call
Potential
Customer
Interviewees
and
Follow-‐Up
with
an
Email
3. Provide
Your
Questions
to
Customers
Beforehand
4. Practice
the
Interview
Beforehand
5. Have
Just
1
or
2
People
from
the
Marketing
Team
Join
the
Call
6. Ask
the
Customer
If
You
May
Record
the
Call
7. Thank
the
Customer
for
Taking
Time
to
Speak
with
You
8. Avoid
a
Narrow
View
9. Don’t
be
Afraid
to
Ad
Lib
10. Let
the
Customer
Talk
11. Clarify
Questions
with
Sample
Responses
12. Record
Direct
Quotes
13. Introduce
Your
Next
Round
of
Questions
14. Overlap
is
Fine
15. Repeat
Lists
16. Provide
a
Thank
You
Gift
22
'
23. www.akoonu.com
Synthesizing the Interview Data
» You
learn
things
from
the
very
first
interview
» After
2-‐3
interviews
you
start
to
hear
some
of
the
same
things
» After
5-‐6
interviews
you
can
identify
what
are
the
true
commonalities
vs.
“the
noise”
» With
more
that
7-‐8
interviews,
you
will
just
be
hearing
more
of
the
same…best
to
wait
23
24. www.akoonu.com
Amount of Work to Build a Persona
24
1 2 3 4 5 6 7 8 9 10Time
(hours)
Framework/Process
Internal Surveys/Int.
Initial
SME
Session
Customer
Interviews
Synthesis
Workshop
50%
100%
Internal
Persona
Concept
Persona
Complete
Persona
Tactical
Work
Strategic
Work
#
#
#
25. www.akoonu.com
More Tips and Resources
25
www.akoonu.com/toolkit
Download
our
practical
toolkit:
Examples
of
in-‐depth
personas
and
journey
maps
Frameworks
and
detailed
guides
for
building
personas
and
journey
maps
Best
practice
processes
and
tips
for
organizational
collaboration
on
buyer
insights
!
"
'
26. www.akoonu.com
Akoonu
350 Townsend Street, Suite 220
San Francisco, CA 94107
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