Buyer personas and customer journey mapping have recently emerged as some of the hottest trends in marketing. Buyer persona marketing can actually represent a huge shift in a company’s go-to-market approach.
Furthermore, customer journey maps can help you facilitate customers’ evaluation and purchase decisions and improve their experience.
The role of demand generation marketing is evolving along with technology, enabling B2B marketers to get better at filling the pipeline with actual opportunities versus just a bunch of leads.
Today’s Demand Gen Marketer is a key cog in your marketing machine, fueling your sales pipeline. But as the buyer’s journey has changed, as B2B decision makers are now a team of buyers, the one-size-fits-all lead has been dumped because it doesn’t work.
Instead, modern marketers take advantage of technology advances to adapt their strategies to engage buyers with a message that is relevant and personalized to the specific buyer personas, at that specific time.
As a response to this evolution, Act-On is releasing a series of videos styled in the “Big Short” way, using metaphors to humorously explain Brand (awareness), Demand and Expand (customer marketing) and how marketing automation can help marketers adapt to the ever-changing buyer’s journey.
In the Demand video, we poke fun at stereotypes and explain that you can’t squeeze every buyer into the same stage of the funnel.
“What used to be called lead generation is now called pipeline generation or demand generation because it’s not just about volume, and putting stuff in the top,” said Kari Seas, Act-On’s head of Demand Generation (interim) and founder of Seas Marketing. “It’s about seeing that lead all the way through the funnel. Marketing has to be able to prove ROI.
“And it’s not just about proving the value that marketing is contributing to the business. That’s important, as any CMO will tell you whose butt’s on the line to deliver those results.
But it’s about understanding what’s working and what’s not working, so you can continually optimize and tweak your programs.”
It begins with a buyer personas: knowing who your target is, what they care about, what problems your offering helps them address, why your offer is relevant and why it’s unique.
You need to understand the buying journey for that persona or personas—which type of information they need at each stage of the buying journey, all the way from initial awareness to becoming a customer.
“How marketing automation helps is that you start looking at this less as generating leads and more as ‘how can I have an ongoing conversation with my buyer personas, all the way from when they first are considering this problem through when they become a customer,’” Seas said.
“The right marketing automation platform will enable you to have that kind of ongoing conversation, all the way from when they’re a prospect through to becoming a customer, and beyond.
And do it in a way that is very natural and seamless, and really helps your buyer overcome any problem they face in their marketing world.”