Email Marketing Optimization in the Buying Journey

Optimize Email Marketing Conversion

Buying Personas

I covered the subject of personas in my post on Technolizer, so today I’ll give some examples of what a set of these can look like across the various stages of the B2B buying journey. We’ll use a company who sells software for website analytics for the sake of this example.

Stages of the Buying Journey

Email Marketing Optimization in the Buying Journey

You need to know the role of each of the players in your customers’ buying journey.

You can see the variations in roles across the different stages. At each step, the factors of consideration for the persona changes as well. You should have a list of 4-5 objections, benefits and selling points for everyone involved, for each stage of the journey. This means a list of 60-80 items, some of which will overlap from one persona to another.

In awareness, the CMO or the Director of Marketing may be looking to implement better metrics and KPIs. In Consideration, the Marketing Coordinator is looking for a reporting solution that will allow them to make fancy dashboards for their boss. While the Web Designer is just looking for an analytics solution that is easy to integrate to the website.

The conversation changes in the purchase stage where you might have to deal with procurement to open a vendor account, legal for contract negotiations and IT for a security audit.

Use Customer Feedback to understand your Buying Journey

The only way to truly understand the factors that play a prominent role in your customers’ decision process is to ask. You should build a relationship of trust with all of them but it’s crucial to have a closer one with at least a few. Take them out to dinner or drinks and get to the root of why they chose your company.

Leverage these insights to improve your value proposition, your messaging and implement deeper personalization and segmentation in your nurturing campaigns. This is the only way you will achieve 4X industry average open and click through rates like the screenshot above. These results came after months of business development, increased segmentation and multiple iterations of the campaign.

2 thoughts on “Email Marketing Optimization in the Buying Journey”

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    • Thanks Bill! Please let me know what you think or what you would like to know more about when you have a chance to take a deeper look.

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