What will successful B2B marketers to be doing more of or differently in 2016?
That question was recently posed to me and other thought leaders who contribute to B2B Marketing Zone, and 25 responded with a range of insights about content marketing, measuring results, employee advocacy, customer experience and other topics. The answers to that question—from influential bloggers like Michael Brenner, Paul Gillin, Cheryl Burgess, Jeff Cohen, Carla Johnson, Neal Schaffer, and J-P De Clerck among others—have been compiled in a really great, free eBook, B2B Marketing Trends for 2016.
My contribution was:
Personalized marketing is going to be on steroids in 2016. Marketers should engage meaningfully with different target audiences. Easier said than done, right? So, how do you personalize marketing?
Follow the ICE Formula:
I – Identify your Buyer Persona. A buyer persona is not a zombie—but a profile based on your understanding of a real customer and their real needs.
C – Create Compelling Content. Don’t just talk about your product or service. Instead, create an ebook, newsletter, video or podcast and educate your potential customer on how you can solve their burning problem.
E – Engage Meaningfully via Social Media. Use every contact with a potential buyer as an opportunity to listen and learn. Engage and educate them.
It was great to participate in this eBook and see the other contributions. Highly encourage you to download a copy of B2B Marketing Trends for 2016.