What’s the Most Important (and poorly understood) Area of BtoB Marketing Today?

  • BuyerPersonaProcessIt’s buyer personas, plain and simple!

    With the balance of power clearly shifted from buyers to sellers, companies need to understand their buyers better than they ever have before. This means you need deep insights on buyers to answer important questions, such as:

    • Why do some prospects buy, while others choose to live with the pain?
    • Whom do they trust, and at what stage?
    • How do they eliminate choices and get down to finalists? What is their decision process?

    Can you answer those questions today? If not, you’re a good candidate for a buyer persona initiative.

    I believe that in 2014, a key area where companies will compete is insights on buyers. Simply said, businesses with the best buyer insights will win, while companies who lack deep buyer insights will lose.

    Good buyer personas drive all aspects of BtoB marketing today.  Those insights help you craft much better content.  They help you write more engaging blog articles.  And they help you drive better qualified leads for your salespeople.

    So why do so many companies struggle with buyer personas?

    While companies create surveys, they fail to do the interviews required to deliver deep insights.  Why can’t they? Unfortunately, surveys require pre-planned questions and answers. They don’t uncover deep insights.

    The biggest problem I believe is that skills required to do phone interviews of recent buyers and collect valuable insights are not trivial. These skills require training and practice, as well as coaching from an experienced trainer. I suggest you also look for those who have completed the Buyer Persona Master Class at the Buyer Persona Institute.

    That’s why I urge companies to turn to certified and trained professionals, like those at Find New Customers. In fact, if you view the image here, you see it the outline of the Buyer Persona Master Class, the course which Jeff Ogden completed.

    To read firsthand about the importance of buyer insights, read the excellent ebook “For Compelling Content, Let Your Buyers Be Your Guide” by Adele Revella of the Buyer Persona Institute with Maribeth Ross.

    For a related article, read this article from the Salesforce.com blog:

    Marketing Tips: How to Unlock Buyer Personas

    What do you think? We love to read your comments and appreciate those who share on social media.


    Encore: Epic Content Marketing featuring Content Marketing Evangelist @joepulizzi on Marketing Made Simple TV

  • In this encore episode of Marketing Made Simple TV, @joepulizzi, founder of the Content Marketing Institute and author of Epic Content Marketing sits with host Jeff Ogden for a fun discussion of content marketing. Joe describes himself as a Content Marketing Evangelist in the show. And please notice that the background of the show is Orange. You will learn why below.

    You will note that Joe is the consummate professional, as he talks directly to the audience. Jeff Ogden, host of the show, thanks Joe for being a wonderful guest on the show.Joe Pulizzi

    Click the button on the lower right to maximize the window for your optimal viewing experience.

    Here are 3 suggested tweets you can use to share the show:

    Wow! Check out Epic Content Marketing featuring @joepulizzi on Marketing Made Simple TV  Tweet this!

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    In this show, you’ll learn:

    1. Why despite the fact that content marketing has been around for 100 years, it’s still in its infancy.
    2. Why you need a content mission statement BEFORE creating content.
    3. Key unexpected benefits of content marketing – recruiting, morale, and trust.

    We strongly urge you to pick up the book Epic Content Marketing and read it – if content marketing is important in your business. There’s a great offer in the show for a free chapter of Epic Content Marketing.

    In this encore show, Joe also discusses the critical importance of buyer personas in content marketing.  ”Jeff, Adele Revella (The Buyer Persona Institute) wrote that chapter of Epic Content Marketing and she’s much more knowledgeable than I am on this.”

    By the way, Joe also says that most under-used marketing channel by far is Slideshare. So we are pleased to share Joe’s awesome Slideshare below.

    Check out Fortune’s list of 5 Must-Read Business Books

    “In 1895 John Deere (DEFortune 500) launched The Furrow to educate farmers about new technology — and more than a century later, it’s the largest-circulation magazine in its category. The tractor maker was onto something, according to Joe Pulizzi’s Epic Content Marketing. Customers want to be taught, not sold. The author shows you how to build the authority you need to attract and retain customers in your niche, tapping new digital tools.”

    Joe Pulizzi bio:

    Joe Pulizzi considers himself the poster boy for content marketing. Founder of the Content Marketing Institute, Joe evangelizes content marketing around the world through keynotes, articles, tweets and his books, Managing Content Marketing and Get Content Get Customers. Joe’s latest book is Epic Content Marketing (McGraw-Hill). If you want to get on his good side, send him something orange. For more on Joe, check out his personal site or follow him on Twitter @JoePulizzi.

    Marketing Made Simple TV premieres every Thursday at noon ET/9am PT at Marketing Made Simple TV. 14 days later, it syndicates all over the internet, reaching a massive audience. Therein lies the value for show sponsors. To learn about how you can hitch your company to the rocket that is Marketing Made Simple TV, visit our Sponsor page.

    Please visit our show sponsors, the great content marketing firm Avitage, the social media experts at Social Ribbit and the provider of our TV on the Web platform Watchitoo.

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