Key Takeaways:
- Get the audience by building data-driven personas
- Create content by finding an ownable topic
- Measure the revenue per lead
- Target individual contributors for distribution
Did you know, ‘most marketing today is not consumer-centric?’ Merely 3% of buyers say advertising is relevant to them. She cited the example of NETFLIX and shared that the study by Infolinks says that the actual customer-centric marketing is radically individualistic. This clearly implies that every minute detail is driven by data.
Conversely, most b2b personas are informed by guesswork. For most parts, these personas never make it to the market. Virginia further shared that the first step towards Netflix starts with data-driven personas. Interestingly, the market share is directly related to awareness. So, she suggests that if you as a marketer-
>> can’t be the first to mind, invent a new category
>> have a low reach and high engagement – your content is good
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