Tag: B2B Marketing

Without clear buyer personas, you build customer experiences for a generic "customer" who doesn't exist, and the resulting experiences frustrate everyone. Personas make customers tangible enough to design for. Here's a practical definition, where personas earn their place across marketing and experience design, and how to build them from surveys, interviews and operations data.

Customer testimonials are one of the highest-ROI marketing assets on your website, and most teams use them wrong. Sam Johnson, founder of Feedback Loop, shares six fixes you can make today: testimonial placement near CTAs, social-channel tracking, going beyond email asks, photos and video, no faking, and remembering to ask in the first place.

Trigger marketing isn't a clever overlay on the existing campaign calendar, it's a fundamentally different way of interacting with customers. With trigger programs typically 2 to 12 times more effective than traditional direct marketing, the value's worth the rebuild. Here's the contrast between the old quarterly-campaign approach and the trigger-marketing approach.

Trigger-based marketing can lift conversions to 45% and cut DM costs by 35%, and most teams freeze before they start because of six predictable objections. Data isn't good enough. Whole-of-customer view is too hard. Customers will feel watched. Here are the six road-blocks, all six demolished, so you can stop using them as reasons not to start.

Customer segmentation has driven a decade of marketing ROI gains, and it's still campaign-lead thinking. Customer-lead marketing inverts the logic: start with the customer's needs and design campaigns to serve them, not the other way around. Here's the side-by-side comparison, and why most marketing departments are stuck in campaign-lead mode without realising it.

A major financial services firm spent six months and several hundred thousand dollars on a segmentation exercise that produced statistically perfect customer groups, and was then unusable because nobody could act on them. That's the segmentation trap: technically correct, practically useless. Here's why segmentation is not customer strategy, and what to build instead.