Inbound Marketing Age

When done well, buyer personas help you understand your ideal customers better. This makes it easier to tailor your content messaging, product development, and services to their specific needs.

But too often, companies make the mistake of thinking about buyer personas in terms of demographics; only looking as far as their age, gender, and job role.

To define truly meaningful buyer personas, you need to look beyond the demographics of your ideal customers. You need to understand their interests, fears, and aspirations. You need the full story on how and why they make a buying decision.

Research is regularly hailed as one of the most effective forms of content. Why? Because it encapsulates the very essence of thought leadership.

If you think about it, what better way is there to position your company as a voice of authority in your field than by sharing new insights on industry trends?

But carrying out your own research is an investment that can require a significant amount of time and attention. Perhaps that’s why just 49 per cent of B2B marketers are creating research as part of their content marketing strategy.

However, it’s not as difficult or demanding as you might think.

And research that delivers useful, relevant and interesting insights for your target buyers can be repurposed into multiple pieces of powerful content, making it the gift that keeps on giving.

Over the last few years, the Content Marketing Institute’s (CMIs) annual report on content marketing trends has become a go-to source for B2B marketers to see how their business is stacking up against others.

Last month saw the release of the eighth annual report. It presents the findings gathered from research with 870 for-profit organisations in North America who primarily sell products or services to businesses.

Here we highlight seven key learnings and what they mean for any business considering, or already engaging in, a content marketing approach.

If you’ve used an inbound strategy to guide your website redesign, you’ll have focused on making it look fresh and modern, and telling a story through your content. You will have used appropriate keywords to drive traffic to your site, used your buyer personas to create engaging blog content, and added relevant CTA’s to convert visitors to leads.

But do you know what the end user experience is like? Is your website easy to use? Does it encourage visitors to engage with your brand and products?  

Whether you are giving your website a complete overhaul, or are making regular changes through growth-driven design - your core focus should be on the user experience. 

Getting real users to test your website means you can ensure it delivers a positive experience. But too often, this is overlooked. 

We explore why user testing can be a valuable part of the website redesign process, and outline ways you can go about it.

Last week we put forward the argument for using online qualitative methods in B2B research. But how do you go about doing it? 

Broadly speaking, basic qualitative research principles remain the same. Taking it online just makes it faster, easier to reach a widespread customer base, and more convenient for respondents. Your research still needs to be guided by your business case, you'll still need to define your objectives, and you'll need to develop a discussion guide of sorts.

In this post, we walk you through six steps for undertaking a qualitative B2B research project online.

The use of online qualitative methods in market research has exploded in recent years, as technology has become more sophisticated, and people have become more open with sharing information - and themselves - online.

In the world of consumer research; online groups, diaries and mobile ethnography are now key parts of the researcher's toolkit. 'In the moment' feedback is being captured all the time - through written self-completion tasks, and self-shot videos of consumers using a product, or talking about a brand. All this data is being used to find insights that help businesses inform their strategy, or product development.

If you are embarking on a B2B research project, you’re likely to have a good idea of what it is you want to explore, or learn.

Perhaps you want to better understand your target audience, or identify industry trends. You may have a more specific question in mind, like ‘What are the biggest challenges faced by businesses seeking to become more digital?’

So, you know what the goal of your research is, but have you laid down the foundations that will help you to achieve this goal?

In this blog, we maintain that setting clear research objectives is a central part of the process, and highlight four reasons why they are critical to success.

Whether you have chosen to take a quantitative or qualitative approach, a fundamental part of B2B research is collecting data. But what do you do once you have this data? How do you interpret it to create something meaningful for your audience?

In this post we discuss how to make sense of your data and the power of finding the story within it.

Data analysis

So, you’ve run your online survey and have your data export. You have finished all your interviews and collated all your notes, transcripts, and outputs from any tasks. The next step is to analyse all this data.

A discussion guide is a list of topics, questions and tasks used in qualitative research. When conducting interviews or focus groups for your B2B research, whether capturing feedback on a product or carrying out buyer persona interviews, a discussion guide is a vital tool for ensuring you make the best use of your time and gain a greater level of insight.