What constitutes a useful buyer persona? What should you include in a buyer persona for your organization? There are differing opinions on the exact recipe. The field of persona development is similar to the art world — different practitioners have models and styles that work for them and their clients.
The No. 1 rule in B-to-B marketing: Never, ever, pass an unqualified lead to your sales force. If the role of B-to-B marketing is to provide leverage to sales, then burdening a sales rep with a prospect who is not a realistic potential buyer is no help. Enter the concept known as lead qualification
The world of content marketing is full of mystery and intrigue with companies leveraging every possible resource to achieve a competitive advantage. In the fast changing world of digital marketing, no resource is more valued than the coveted “content marketing secret agent.” These covert content operatives perform their customer segmentation, persona development and editorial planning in the dead of night while most marketers are asleep, snug in their beds. ... You can download the e-book pdf file directly here: Content Marketing Secrets eBook.
"Email is used by most B2B marketers for a variety of purposes—many of which are executed distinctly, sometimes without visibility across the organization," writes Ardath Albee at Marketing Interactions. "There's brand awareness, lead generation, customer retention and loyalty, driving Web traffic, promoting sharing with colleagues and on social networks, lead nurturing, newsletters and more." But such broad usage of email can cause problems if departments don't coordinate their campaigns. For instance, Albee notes, you might unwittingly create a frequency nightmare like this: Your prospect receives a message from your carefully designed nurturing program.