Articles
Tag: personas
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When Did B2B Marketing Become So Complicated?
The complication of B2B marketing boils down to three factors: martech, digital media and buyer personas.
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Customer Experience Needs to Focus on More Than Just the Usual Suspects
In spite of all the talk about personalization, so many customer experience initiatives target one demographic: young.
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Make Customer Experience Your Competitive Advantage With These 3 Steps
How can we create competitive customer experience advantages?
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Content Marketers: Ditch the Clickbait and Focus on User Needs
Experts put content marketing on a pedestal, but practitioners remain surprisingly skeptical. Although 88 percent of B2B marketers have adopted content marketing, according to the Content Marketing Institute’s 2016 B2B survey report, 70 percent of those marketers don’t believe that their strategies are effective. Well, effective at what? Avoid Sacrificing Intention for Attention Content
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Tame Your MarTech Chaos With Persona & Journey Driven Frameworks
Marketing technology started out innocent enough. A colleague remarks, “I need to send an email for this webinar.” So an enterprising employee signs up for a freemium tool. Across the hall, marketing is onboarding a marketing automation platform. It has email, too. Over in sales, the team is discussing CRM.
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Replace the Marketing Funnel: Dig Deeper into Customer Behavior
Every marketer's goal is to design satisfying customer interactions for every touchpoint consumers have with their brands.
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Marketers: Are You Leaving Your Sales Teams in the Dark?
Boilerplate recitation of features and functions won't move today's B2B customers. Those customers have invested a lot of time in research before meeting with a vendor — which means the vendor better have studied up as well.
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How to Break Through CX Barriers to Deliver Better Experiences
The vast majority of decision makers admit obstacles hinder their efforts to deliver good customer experience. These obstacles or barriers include everything from outdated systems to inadequate customer experience (CX) capabilities. So how can small companies overcome barriers, advance their CX initiatives and reap benefits such as improved
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Linking Customer Personas to CX: Google Analytics Affinity Reports
A pound sign has distinct meaning in the context of social media. It's a hashtag, right? But would you confuse it for a musical sharp? Maybe, depending on the context. For marketers, knowing the difference matters.
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Forrester: Get Creative with Your Personas, Customer Maps
The customer is the center of attention these days, like a child at his birthday party — so many options! To understand the customer’s choices and temptations, marketers utilize personas and journey maps, and a new Forrester report is out with some of the most creative ways to utilize them.
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How 5 More Web Experience Management Vendors are Dealing with Personalization
A few months back, we took a close look at how a handful of Web experience management vendors dealt with personalization. Now, we have five more WEM providers to check out, including OpenText, Kentico, Acquia/Drupal, CoreMedia and Sitecore.
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Reduce Friction, Add Value to Customer Services, Products with IT #e2conf
In the physical world, disruption usually means tackling the problem of friction and gravity, like when you disrupt a large rock with your car. But in the digital world, as pointed out in a session on Disruption Untangled at the E2 conference now taking place in Boston, there is no
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Loni Kao Stark on Customer Journey Mapping: Social, Contextual & Crossing Channels
Managing the customer journey is challenging for even the most seasoned marketer. Here Loni Kao Stark shares some of her insights into getting and staying on track.
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IDInteract Creates Personas Based on Multi-Channel Big Data for Targeted Digital Marketing
Enterprise CRM solutions provider, IDInteract, is introducing Demand Exchange, a platform designed to create detailed personas for use in targeted messaging and offers. Demand Exchange works by aggregating structured and unstructured online data (i.e.
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