Segmentation and customer profiling are the foundation of personalized B2B messaging — starting with data quality.
Personalized messaging is only as good as the segmentation beneath it, and segmentation is only as good as the data. This installment works through firmographic and behavioral segmentation criteria, then builds profiles around four questions: who the buyer is, what they need, why it matters and how they buy.
The payoff is messaging tailored by role. Procurement and IT sit in the same buying group but worry about different things — the dialogue has to reflect that.
NextGen series
Four benefits of podcasting for B2B brands — and five practices that turn episodes into audience, authority and pipeline insight.
Read the article →
Content development ranks high among strategists’ focus areas for a reason: words mean more than communication — they build relationships.
Read the article →
The Alere “Healthy Workforce” campaign went beyond industry expectations — and took home the AVA Digital Awards Gold.
Read the article →
When success is measured in MQLs, know ahead of time whether your message is mighty or mighty weak. Message testing is the predictor — and the insurance.
Read the article →
Red House’s commentary for B2B Marketing on the role content plays in generating visibility, authority and credibility throughout the sales process.
Read the article →
The architecture of buyer engagement in four parts: Objective, Strategy, Structure and Style.
Read the article →
The principles of good copy didn’t change when copy became content: credible, fact-supported, solution-agnostic, brief — and linked to the deeper story.
Read the article →
Getting a whole team to agree, resonating across audiences, and validating messaging — the three challenges behind most messaging platforms.
Read the article →
Building a dynamic content program: research, assessment, messaging architecture and positioning — then personalization at scale.
Read the article →