Every customer journey map we create has the potential to outline more specific moments that prospects and customers engage with our brand.
The customer journey template we provided, based on Avinash Kaushik’s “See, Think and Do”, is just a starting point. As our organizations uncover more layers of a prospect’s journey, these maps will need to be expanded. By expanding the customer journey, we can more accurately, and specifically, target our content and media to one persona. [Read more…]
There are many benefits to using buyer personas, but before you can realize those benefits, you must create the persona. To help you get started, we are sharing our tried and tested B2B persona template. Simply download the B2B Buyer Persona, and replace the information for Brian, the CFO at an insurance company. The step-by-step guide outlined below will help you document an effective buyer persona.
Buyer personas allow marketers to gain insights into the buyer in a way that allows both sales and marketing to identify and empathize with specific segments of their target audience. These insights, when used to align content with the appropriate channels, translates into increased revenue and stronger brand affinity. To help you get started, we are sharing our B2C Buyer Persona. Simply download the free persona template, and replace the information we entered for Hannah, a stay at home mother of two small children. The step-by-step guide outlined below will help you document an effective buyer persona. [Read more…]
A key frustration of marketers is trying to stay on top of the ever-changing list of marketing trends, updates and buzzwords. It is stressful trying to find the time to understand how the latest Google algorithm will impact web traffic, how the new Facebook features will affect engagement, or how to harness the insights from the just-released business best-seller that is supposed to transform our marketing efforts.
Earlier this week, I stumbled across a Fast Company article I had clipped to Evernote last year about the Top 10 Business Rivalries in History. I remember reading it, and the debate it sparked as my husband and I argued which company was the best. I was adamant that Coca-Cola, McDonald’s and Starbucks were clear winners over Pepsi, Burger King and Dunkin’ Donuts. (As for the battle between UPS and FedEx – it was a draw, as both delivered packages to my house akin to a year-round Santa Claus.) Yet, as I reread the article, I couldn’t help but notice that they had left off the most epic of business rivalries – the rivalry between marketing and sales. [Read more…]