Business of Story #25: How to Create Customer Personas for Your B2B Marketing
Feb 3, 2016
Ardath Albee, a B2B Marketing Strategist and CEO of Marketing Interactions, shares her expertise on creating impactful customer personas. She emphasizes the shift from brand-centered narratives to customer-focused storytelling, enhancing engagement through techniques like the 'pronoun shift.' Ardath explores the Narcissus effect, warning against self-obsession in branding. She also discusses how understanding personas can transform one-off campaigns into ongoing narratives that nurture lasting customer relationships, ultimately boosting B2B marketing effectiveness.
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Buyers Control Their Journey
- Buyers can complete much of the research process independently before contacting vendors.
- Forrester reports buyers reach out only at 90% through the buying journey, forcing marketers to focus on relevance earlier.
Serial Storytelling Beats Campaigns
- One-off campaigns interrupt buyer engagement and relevance.
- Serial storytelling across the entire buying process sustains momentum and relevance
From Product-Centric to Customer-Centric
- Being product-centric is a habitual mindset that harms relevance.
- Companies must shift focus to customer needs to improve market relevance.