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When was the last time you actually talked to your customers? What do they care about? What’s relevant to them? If you don’t know, you better find out. Marketers need to know and understand their audience to attract, convert, and drive profitable action from customers.    

Today’s guest is Ardath Albee, CEO and B2B marketing strategist at Marketing Interactions, Inc. She is the author of, Digital Relevance: Developing Marketing Content and Strategies that Drive Results. Ardath describes how buyer persona frameworks can help unify your brand message—from marketing to sales and beyond.

Some of the highlights of the show include:

• Buyer Persona: Composite sketch of target market based on validated commonalities for content marketing to steer productive buyer engagement
• Buyer Engagement: Move from problem to solution to make a purchase decision
• Why create buyer personas? Understand audience to create relevant content that resonates with problems they experience and what matters to them
• Questions for Customers: What do you do? What are your responsibilities? What problem triggered your interest to take action in a product/service? 
• Success Story: Sales enablement plus marketing equals huge win for company
• How many is too many buyer personas? Less is more, mitigate risk, allocate resources, collect customer testimonials, and create inclusive relevance content 

Links:

• Marketing Interactions, Inc.
• Digital Relevance: Developing Marketing Content and Strategies that Drive Results
• Gartner