Mastering Buyer Personalization in Marketing; Plus, the Power of Video and Customer Stories
Key tips to ensure a cohesive and personalized experience for your buyers and yield meaningful results?
In case you missed it, we’ve been working on a 4-part series on buyer personalization in marketing e. We want to empower your marketing and sales teams with actionable insights, guiding you through the intricacies of personalized marketing to elevate strategies and yield meaningful results.
In our initial installment, we delved into the pivotal role of your website as the cornerstone of the personalized buyer’s journey. The second installment highlighted how to bridge the divide between your website and all of your digital marketing endeavors.?
In our upcoming installments, we will do a deeper exploration into crucial facets of personalized marketing. We will unravel the complexities of developing a Content Hierarchy on Your Website (TOFU, MOFU, BOFU) - emphasizing the necessity of understanding the buyer journey. From top-of-funnel (TOFU) awareness to bottom-of-funnel (BOFU) conversion, we will discuss why the strategic deployment of the right content is paramount in guiding buyers and influencing decisions.
Our final piece will extend the discussion into sales conversations, addressing Content Journeys and Field Enablement, exploring how strategic content journeys and field enablement tactics bridge the gap between marketing and sales, ensuring a cohesive and personalized experience for your buyers.
Stay tuned!
Revenue Leader Story
The Power of Video in the Buyer Journey with Theo Hildyard, Brightcove’s VP of Global Demand Gen Marketing
“Video is the most effective content media available,” says Theo Hildyard, VP, Global Demand Generation Marketing at Brightcove. “Brightcove’s research shows 81% of buyers prefer video over written content. It has to be in every part of your buyer journey and sales enablement strategies.”?
Brightcove is a premier provider of scalable streaming technology, enabling companies and creators to navigate their digital futures. With a robust suite of products, solutions and expert guidance, Brightcove supports media and enterprise clients throughout their video journey.
“Video is easier to consume than print and people retain more of the information, so you are getting a far better bang for the buck than other content media,” Theo explains.
Featured Articles
“So You’re a New Sales Leader, Now What?” Chapter 3
by Kevin Holland
We hope those of you that have moved into a leadership role for the first time have found this series helpful. In this last installment of our “So, you're a new sales leader” series, we will share more insights from our esteemed colleagues, Agnes O’Connell, Dan Schoepf, and Alicia Eimers, as well as a few of our own.?
First on the list: Focus on what’s working first – and don’t forget the priorities (People, Process, Tools).
This was a common refrain. Clearly, it’s important. And just as clearly, it’s a concept that many of us didn’t give its full due when we were new to leadership.?
领英推荐
Bridging the Divide: Digital Marketing and Your Website
by Brent Keltner?
Your website is your tool to capture buyer demand. But, too often buyers show up at your website only to be confused.
The result? Higher bounce rates and lower content engagement.
Think about it: Your website is only the second step of your demand generation strategy.?
Credit to Steve Rankel for this insight: “Demand generation unfolds in three phases”:
So, how do you make all of this work in harmony?
Featured Vertical eBook
Personalizing Your Value Prop to HR Buyers with Stories
“We had a very strong set of client stories and testimonials. Winalytics helped us bring these stories alive in the sales process by building success story slides with talk tracks and then training the sales team on how to sell with stories,” explains Agnes O’Connell, Director of Sales Operations & Demand Gen, HMI Performance Incentives.?
It is often overlooked that alignment between sales and content marketing is a key to success in today’s business environment. Companies navigating the B2C/retail space must adapt to evolving consumer expectations and seamlessly integrate client stories or testimonials into their sales process. It is all about the peer social proof!
What are your best practices?
Best Regards,
Brent Keltner
President, Winalytics LLC
Call me: (978)500-0934
The Myth Slayer?? Transformational Coach for Attorneys ?? 2x TEDx Speaker ?? Ignite Rebirth, Inspiration, & Bold Impact ?? I Want Your Future to Be EPIC!
10 个月Brent Keltner: the first and last points of this blog post really resonated with me. Thank you!!
Corporate | Higher Education | K-12 | Fractional Sales Director- Working with CEO's/Presidents, Vice President of Sales, COO's to run prospecting, qualification, pipeline & end to end sales.
10 个月Great content, well done everyone!
The finance professionals who learn my structured system for improving small business cash flow and profitability help improve business success rates. I talk about cash-flow on podcasts, television, and at conferences.
10 个月Thanks for sharing Brent Keltner
Director of International Sales | MBA @ Infobase
10 个月It's a new age - you can't just embrace video, it needs to be engrained into the DNA of the Sales/Marketing culture. Love this!
President, Winalytics | Author, The Revenue Acceleration Playbook
10 个月Thank you at Theo Hildyard, Agnes O'Connell, and Joseph J. Nu?ez for the great conversations and collaboration on this months thought leadership pieces!