Buyer Personas, the Editorial Calendar, Funnels and Real Life

Buyer Personas, the Editorial Calendar, and Real Life

I’m discussing that topic in a series of guest-blog posts at Acooze.com, content marketing consultants from Melbourne, Australia.

You’ll want to have all of this content created and published according to your timelines, but you will also need to have it available for re-use, within “nurture programs” you’ll set up within the marketing automation platform.

This is where the “automation” comes in. You’ll need to make the information personally available not to “buyer personas”, but to specific individuals as they navigate your website at different times.

These “nurture tracks” may be triggered when individuals [not “personas”] reach or demonstrate certain key thresholds in your data, such as when they first express interest in your site (“new to list”), specific job role (identifying themselves as “executive”, “technical”, or “non-technical”), searching pricing information, when they first become customers, and other elements.

Contact me on Twitter @johnbugay

How to Find Your “Buyer Personas” in Your Customer Data

Once you understand your “buyer personas” in human terms, how do you target them, in actionable ways, in your data?

I’m discussing that topic in a series of guest-blog posts at Acooze.com, content marketing consultants from Melbourne, Australia.

Finding Your Buyer Personas in Your Data (July 11)

http://acooze.co/capital/finding-your-buyer-personas-in-your-data/

Admittedly, this blog post is going to be a bit more granular and detail-oriented than you’ll see from many content marketing providers, but given that we’re involved in “database marketing,” it seems important to understand some basic things about data.

I’m @johnbugay

“Buyer Personas and The Marketing Funnel – Its a confusing World”

Forrester Research: The New Marketing Funnel

What’s the right way to think about “buyer personas”? I’m discussing that topic in a series of guest-blog posts at Acooze.com, content marketing consultants from Melbourne, Australia.

… if you’ve studied content marketing at all, you’ve seen the sales funnel or the marketing funnel. This is traditionally how marketers are given to think about how customers progress on their journey from someone who doesn’t even know about you to being a customer.

About a year ago, Forrester Research published a new version of the funnel…. As you can see, the funnel has become a bit more complex.

My article this week walks you through the growing number of complexities that are being faced as marketers delve further into the world of marketing automation.

Read more here to see and understand the current state of “the marketing funnel”.

I’m @johnbugay

Understanding Buyer Personas: The Human Side

Reposted from @acooze:

What’s the right way to think about “buyer personas”? I’m discussing that topic in a series of guest-blog posts at Acooze.com, content marketing consultants from Melbourne, Australia.

Building and understanding buyer personas is important because as you understand the personas you’re dealing with, you can begin to understand their pain points.

Then you need to create benefit statements that correspond to those pain points. Benefits statements become the key messaging units of the content. But first, you’ve got to begin creating and then mapping the various personas.

Different people in your target accounts are going to have different concerns. And accordingly, they’ll be searching for answers to different kinds of questions.

I thought I’d provide example that shows you how marketing and sales can work together to craft useful personas. Then discuss how “content” could map to those personas…

I’m @johnbugay

Understanding Buyer Personas: Two sides of the coin

Buyer Personas: two sides of a coin Reposted from @acooze, @learningeloqua:

What’s the right way to think about “buyer personas”? I’m discussing that topic in a series of guest-blog posts at Acooze.com.

You have to be able to identify your buyer persona in two ways. First, you must know them from their own perspective – get them to say “I am a person who …” (and you need this kind of feedback ideally from a representative sample of them, or from your salespeople’s understanding of them). That’s the human side.

Second, you must be able to access them within your data. That’s the technical side. A lot of content marketing advice exists about the first, but it seems like information on the second is a bit harder to find.

Getting your buyer personas right is like burning both ends of a candle. And if you’re not making a connection in the middle, you’re going to run into some difficulty.

I’m @johnbugay