Blog

Personas & Segmentation

1 Nov 2017

How Customer Journeys & Personas Can Guide Marketing and Sales Teams

Emily Dallaire Posted in: Customer Experience, Customer Journey, Marketing Strategy, Personas & Segmentation

Marketing and sales teams often grow into silos. And although both are working toward the same goal, they have a lack of shared knowledge about where - and how - they can fit together based on customer activity.

19 Jul 2017

How to Use Research & Personas for Personalized Marketing

Emily Dallaire Posted in: Customer Research, Marketing Strategy, Personalization, Personas & Segmentation

Personalization, by definition, should not be a “one-size-fits-all” effort.

5 Jun 2017

The 5 Essential Marketing Strategy Tools for Manufacturers

Preston Sternson Posted in: Content Strategy, Customer Journey, Digital Experience, Manufacturing, Marketing Strategy, Personas & Segmentation, Strategy, Brand, Audience, Message, Content Development

If you’re a marketer at a manufacturing company, chances are you’re positioning your company for growth. After all, the global manufacturing economic outlook looks very good.

15 Aug 2016

B2B Marketing Strategy by 2020: 6 Predictions for Manufacturers

Eric Dukart Posted in: B2B, Customer Journey, Insights, Manufacturing, Marketing, Marketing Automation, partnerDRIVEN, Personas & Segmentation, Revenue Attribution, Strategy, Brand, Audience, Message, Lead Management Strategy, Marketing Campaign Attribution, Targeted Marketing Programs

Four years ago, B2B marketing was in a state of flux. Content marketing was on the rise, but marketers were still trying to convince their bosses that it could work as well as – or better than – traditional marketing at a fraction of the price. Mobile devices were just beginning to be factored into marketing strategy. And no one was quite sure how to measure the results of a successful (or not so successful) marketing campaign in the new media environment.

15 Feb 2016

Journey Maps 101: Telling a Story

Dave Jones Posted in: Customer Journey, Marketing, Personas & Segmentation, Storytelling, Strategy, Brand, Audience, Message, Targeted Marketing Programs

Customer journeys are the hot trend in marketing – for good reason. Journey maps can outline everything from specific touchpoints to the people and technologies needed to support those interactions. The best journey mapping activities also try to account for customer actions and attitudes.

9 Nov 2015

Driving Quality Engagement: How to Build Better Lead Generation Forms

Emily Voigtlander Posted in: Customer Experience, Demand Generation, Digital Marketing, Integrated Marketing, Marketing Automation, Online Forms, Personas & Segmentation, Scoring, Strategy, Brand, Audience, Message, Lead Management Strategy, Targeted Marketing Programs

The main goal of any business should be to connect and engage with customers in a meaningful way. That starts with understanding your customers’ behaviors and expectations. The next step? Translate that understanding into experiences customized for each member of your audience.

27 Oct 2015

How Social Data Drives Better Marketing Decisions

Sarah Mayfield Posted in: Demographics, Digital Marketing, Insights, Integrated Marketing, Personas & Segmentation, Social Listening, Social Media, Strategy, Brand, Audience, Message, Buyer Journey Optimization, Marketing Campaign Attribution, Targeted Marketing Programs

Today most businesses use social media. But social media marketing isn’t just about tracking what people are saying about your business or delivering marketing messages. It’s about linking campaigns to measurable action.

1 Oct 2015

Personas, The Wizard of Oz and Empathy Marketing (Oh My)

Jason Jacobson Posted in: Personas & Segmentation, Strategy, Brand, Audience, Message

Expect me to say you need heart, brains and courage to better understand your customers? While that may be true, that isn’t the moral of this story. Because here’s the simple truth – this isn’t about you or me. This is about your customers.

18 Sep 2015

The Secret of Making Segmentation Work for You

Tiffanie Honeyman Posted in: Advertising, Customer Journey, Integrated Marketing, Media Strategy, Personas & Segmentation, Strategy, Brand, Audience, Message, Targeted Marketing Programs

What’s the secret to making segmentation work for you? It’s actually pretty simple: segment with conviction. Marketing to segments may feel risky and take more planning time, but it cuts through noise and gives personality to your brand. Many advertisers only put one foot into the water, wanting to segment but afraid of leaving someone out.

31 Aug 2015

Why Do Personas Matter? Watch The Breakfast Club.

Jason Jacobson Posted in: Customer Experience, Customer Journey, Marketing, Personas & Segmentation, Strategy, Brand, Audience, Message, Targeted Marketing Programs

John Hughes' 1985 coming-of-age tale challenges high school stereotypes with a story of five students from different cliques forced to coexist in Saturday detention. The Breakfast Club ends with an important social lesson (and if we're paying attention, words of wisdom for marketers).