Your boss has been twiddling his pen and staring into space intently for the last fifteen minutes — what is going on in his or her brain? And if your marketing executive is not thinking about lunch or building their fish tank (the beloved hobby of Conductor’s marketing executive, Seth Dotterer), what plans are they concocting for your 2015 marketing strategy? What trends and tactics are they banking on for 2015?
We surveyed 182 marketing executives (B2B, B2C, and agency) on 4 core marketing areas to better understand their plans and priorities. We asked marketing executives how they target their customers, measure their digital efforts, value marketing technology, and interact with the rest of their organization.
We asked marketing executives how they target their customers, measure their digital efforts, value marketing technology, and interact with the rest of their organization.
You can grab the full whitepaper, 182 Marketing Executives Reveal Their 2015 Success Tactics, free from our Learning Center. In the meantime, we’ll whet your appetite with the first of four survey answers and our takeaways.
We asked marketing executives to determine how important researching customer needs is to their organizations when creating content. An overwhelming majority agreed: on a 4-level scale from “not important” to “very important,” customer research was “very important” to content creation across all organization types (B2B, B2C, Agency).
Agencies, typically more sophisticated than B2Bs and B2Cs, were most in agreement about the need for pre-content research; 85% of agency marketing executives deemed it “very important” while 76% of B2B marketing executives also described it as “very important.”
Every audience has distinct pain points and desires that drive them to particular products or services. Translation: a “one-size-fits-all” approach to content risks losing your audience right when they come to your site.
This is where persona marketing enters the picture. Persona marketing is the process of developing generic characters to represent types of visitors who come to your site. Marketers find the pain points of their customers, and then create content to meet those needs.
To take it a step further, examine the personas you’ve built with the stages of the buyer’s journey (the buyer’s progression through the research and decision process). Then, perform a keyword search for each persona in relation to each step of the buyer’s journey. With this knowledge, marketers can move beyond casting one, wide net and start servicing specific needs with better results.
With this knowledge, marketers can move beyond casting one, wide net and start servicing specific needs with better results.
That’s why brands are now creating early-stage content, which is content that speaks to their audience earlier in the buyer’s journey. Consumers are empowered to do their own research all the way through the buying funnel, and so, brands must equip themselves with content that speaks to consumers at every stage.
Marketing executives who are not already segmenting their audience have plans to do so soon. 72% of marketing executives reported that they are currently positioning their product differently and 19% reported they are planning to do so in the next 6 months.
Get a look into your boss’s brain, and compare your tactics to top marketing executives in different industries.