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What do you recommend to b2b marketers who are just building their demand generation programs?
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2 Answers
Jeff makes an important point - starting with buyer personas is critical.
However, another great starting place which can both inform personas and your overall success is your sales team. A great deal of our success as marketers is to fuel opportunities for sales. If they're happy (because we're feeding them quality leads that align with their expectations - and empowering them with content and tools to educate buyers and close deals), then we're happy.
So - remember to engage with sales early and often!
The best starting point, I think, is buyer personas. Learn things like job descriptions, priority initiatives, how they have tried and failed to address the problem, decision criteria, and buying influences.
Please also note that, as the host of Mad Marketing TV (sponsored by Act-On Software) I am interviewing the foremost expert on buyer personas, Adele Revella of the Buyer Persona Institute. The show premiers on 17 November.
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