Careful research is at the heart of persona development. From mining CRM contacts to scouring surveys, marketers leverage tools to construct data-driven personas every single day. LinkedIn is an especially popular research tool for persona development because of its breadth of company and employee information. But LinkedIn also offers some fascinating, qualitative insights into audiences beyond the basic details like job titles and work history. Here, we’ll take a closer look at some of the hidden areas you can explore on LinkedIn to create a well-rounded persona.
We’ve already posted a few articles that show how important experimentation is for good marketing and how to ensure your A/B testing gets results.
But there had always been something missing: In every post, we mentioned statistical significance without explaining what it actually is and why it matters so much in marketing. [Read more…]
Every marketer feels the pressure to demonstrate value to their respective organization. Drive more revenue, increase conversions, lower the cost-per-lead — these demands are top-of-mind for marketers and motivate our work. But marketing departments can do more than generate revenue for an organization. [Read more…]
Unless you’re in e-commerce, one of the biggest frustrations and challenges facing marketers is proving the success of a particular marketing program. Clients want to see a positive impact on their bottom line as soon as possible, but marketers cannot always prove that return. [Read more…]
Everybody has that friend that just loves to talk about themselves. In the marketing world, isn’t the same true for some brands?
Unfortunately, brand-centric messaging is not a viable practice for marketers. Audiences demand personalized content that meets their needs, not the needs of the brand. [Read more…]