Effective data-driven marketing is about people.
In this data-rich era, B2B technology companies can no longer ignore the need to humanize their marketing efforts. Studies have shown that:
- 57% of the purchase decision is complete before a buyer even calls a supplier (CEB, 2015).
- 61% of survey respondents agreed that the winning vendor delivered a better mix of content appropriate for each stage of the purchasing process (DemandGen Report, 2014).
- 95% of buyers prefer brands that provide content throughout the buying process. (Marketbridge, 2013).
- 76% of B2B buyers prefer to receive content unique to their buying stage (Marketbridge, 2013).
Effective data-driven marketing is about people. Whether it is gathered via surveys, interpreted through complex web analytics or a simple comment left on a blog post, these data points are breadcrumbs that illustrate a story of your ideal client and their needs. The data should be leveraged as a means of creating and/or optimizing your marketing materials and customer buying journey.
That is why we created the Client Avatar Worksheet. It will help you get into the mind of your prospects by really understanding who they are, what they want, the problems that keep them up at night and more.