Plastics are integral to almost every industry from food services to healthcare to aeronautics to electronics. The business owners, executives, production supervisors, R&D leaders, engineers, and QA/QC personnel who are leaders in the plastics industry work in a competitive and ever-changing field. They trust Crain Communications’ Plastics News newspaper to gain and maintain their competitive edge. With the Plastics News Subscriber Business Mailing List managed by Reach Marketing, you connect directly with these influential professionals via more than 61,000 email addresses, nearly 37,000 phone numbers, and 39,000 postal addresses. Continue reading
If you could assemble buyers in a factory, your sales team’s life would be simple. One solution would fit every customer. No one would have to worry about lead nurture programs or sales/marketing integration because everyone coming to you would have identical needs.
In the real world, B2B buyers are complex – but there’s a way to simplify how you approach them. Customers may be individuals, but they share some common traits that let you group them together into market segments. With MARKETING AI®, you can take that a step further and create dynamic segments using buyer personas based on big data.
Understanding Customer Personas
Personalization is key to delivering a great user experience, but how do you fit yourself to each buyer’s needs? Customer personas are representative stand-ins for individual buyers that let you address market segments with messages that feel personally relevant to each prospect within them.
To decide on the best ways to divide your market into segments, you need meaningful data and a way to make that information instantly accessible. That’s where buyer personas come in; they act as detailed labels you attach to each market segment so you can recognize the defining characteristics of the leads who belong to that segment at a glance.
Quality and Quantity
Your marketing automation system’s analytics offer qualitative and quantitative data, and both are essential ingredients in a well-made buyer persona. Quantitative data is a “just the facts, Ma’am” look at your prospects’ vital statistics, including geographical location, company size, website traffic analytics, and other demographic details. This data is the foundation on which qualitative data rests, so it’s important to use data enhancement to keep your records complete and up to date.
Qualitative data includes all the softer details and educated guesses about your buyers, and it’s where marketing automation truly shines. By using collected information from gated content, subscriptions, surveys, and data augmentation, your MARKETING AI learns about leads’ habits and interests. The quantitative analytics you’ve collected then support and refine your qualitative insights.
What Defines Your Buyers?
It isn’t enough just to have masses of data about your buyers. If you knew they all had brown eyes, it might be a fascinating coincidence, but it wouldn’t be relevant to their buying decisions. Annual company income, on the other hand, may be highly relevant. Here’s where the detailed real-time analytics marketing automation supplies can truly shine. You and your marketing automation consultant can graph data and see important trends that speak volumes about your customers’ motivations. You might see clusters of price-conscious and service-conscious buyers that easily sort into segments, for example; with your MARKETING AI, you can dig deeper into each group and find out what else they share and then use that information to create buyer personas to represent each group.
How Many Buyer Personas Do You Need?
The point of customer personas is to make it easier to approach and connect with individual buyers by grouping them together in categories that make sense. Too many personas would add needless complexity; too few wouldn’t let you personalize your marketing campaigns finely enough. Generally, four to six personas work well for most businesses, but some B2B companies with complete ownership of their market thrive with only two or three. Others with highly diverse markets do well with more.
You can’t build buyers to suit your needs, but with thoughtfully designed buyer personas backed up with hard data, you can build a marketing program that serves your buyers’ needs.
© Reach Marketing LLC 2017 All Rights Reserved.
Remember when TV stations used to sign off with the Star-Spangled Banner? If you’re a millennial, you might not, but it used to happen. It’s one of those historical artifacts you don’t see anymore because all the major networks now broadcast around the clock. We no longer live in a world that waits; your television, your phone, and your internet access are always on, and we expect instant gratification.
It’s more important than ever that your marketing analytics are always on too. Whether your leads browse your site at 2:00 in the afternoon or in the wee hours of the morning, you need to know who they are and what they’re looking for so you can deliver it immediately. When you run an A/B split test, you can’t wait a week for the data to trickle in. Last year’s lead nurture strategies may not meet your current leads’ needs.
Enter real-time analytics.
Instant feedback on how prospects move from social media channels to your landing pages and throughout your site can tell you volumes about what motivates them. Let’s say, for instance, that a lead answers your latest Twitter poll and gets curious about the answers. To learn more, he clicks through a link in your previous tweet and bounces from page to page on your site. You’re able to trace this progress and turn it into meaningful information by combining it with other user data gathered in real time. You learn about when prospects visit you, what interests them, and how you can give them what they need quickly.
So much about customer interactions is time-sensitive. If you throw in-depth information at new leads, they’re going to feel lost. Send a more sales-ready prospect entry-level content, and they’re likely to tune it out as it isn’t relevant to them. On-demand analytics that tell you where individual leads are in their buying journey let you address what they need to know now – not what they might want in a week or really could have used last month.
A/B split testing is another area in which real-time analytics make a critical difference, and only marketing automation can supply the computational power it takes. With marketing automation technology, you see which message wins the head-to-head battle in real time and can push the winner out to your audience as soon as you feel it’s ready. That’s especially important because leads’ opinions can change over time, and the results of one week’s testing may not hold true next week.
In an instant-gratification world, you can’t afford to let your lead gen lag behind. Real-time interaction is a must for customers and for your analytics.
© Reach Marketing LLC 2017 All Rights Reserved.
The modern customer-driven experience can feel a little bit like building a bridge as your lead crosses it. You need split-second timing, thorough knowledge of the terrain, and a lot of confidence to promise your prospect that you’ll build the ideal customer experience around him or her at every step of the buying journey. Now, try doing it with every lead in real time.
That’s adaptive marketing, and it’s only possible when you optimize your marketing automation system. Continue reading
From planning a picnic for a sunny day to preparing for dangerous storms, we’ve all seen vivid examples of how important weather forecasts can be. Predictive models impose order on the chaos of weather patterns and offer guidance for important decisions. Marketers also face mission-critical decisions, and like forecasters, they need information to make the most of their sophisticated technology. Continue reading
Like B2B marketers, fundraising organizations also rely on technology to understand more about their audiences, generate leads, and gather data. Founders, organizers, and administrators of non-profits; C-level executives; campaign managers for political and philanthropic organizations; senior fundraisers; and other professionals in the not-for-profit sector turn to Fundraising Technology News to stay current. Continue reading
Trust isn’t just essential between customers and businesses. It’s also vital for companies to have interdepartmental trust, especially between two groups that don’t always align even though they’re on the same side: sales and marketing. Continue reading
Finding new prospects, learning more about them, striking up a long-term relationship – lead gen has at least a little in common with online dating. There’s plenty of competition, and success depends on making an appealing first impression and then following through by building trust. How you become a perfect match for your leads depends on your research skills, your ability to listen, and your commitment to earning their business. Continue reading
From initial setup and data migration to full sales/marketing integration, you count on your database manager to handle huge volumes of sensitive information. Your customers are more aware than ever of the value of their data – and of what can happen if it isn’t secure. Continue reading
Traffic, weather, the stock market – a lot of things affect us more than we affect them. We may not be able to control everything in our real lives, but in our virtual lives, we’re the center of our own data universes. Continue reading