How Insights into Your Target Audience Can Lead to Success

How Insights into Your Target Audience Can Lead to Success

A deeper understanding of your target audience – who they are, how they buy, and their challenges, pain points, and aspirations – is instrumental to everything B2B marketers do. It will help them develop better content, have a more user-friendly website, and develop marketing campaigns that generate better results. 

That’s why we’re talking to B2B digital marketing expert James Hipkin (CEO & Founder, Inn8ly) about how avatars of your target audience and buyer’s journey maps are crucial to B2B marketing success. During our conversation, James elaborated on the pitfalls that marketers should avoid and what important aspects of customer research they should focus on. He also provided tips on how to get internal buy-in to conduct the relevant research and explained how the customer avatars and buyer’s journey maps can help with B2B content and marketing campaigns.

https://youtu.be/p8M_ao0DtW0

Topics discussed in episode

• [2:29] Why target audience avatars and buyer’s journey maps are crucial to B2B marketing success
• [8:53] Why some companies and B2B marketers often skip customer research and planning steps
• [20:55] Important aspects of customer research that marketers should be focusing on
• [25:57] The importance of not just talking to current customers, but also past prospects (lost deals)
• [28:46] How often should companies review their avatars and buyers’ journey maps?
• [30:31] How to deal with push back on developing customer avatars and buyer’s journey maps
• [32:05] Actionable tips:
  • Start to compartmentalize your marketing into major funnel buckets
  • Do some message matching
  • Shift your mindset from “Call to action” to “Pathways”

Companies and links mentioned

• James Hipkin on LinkedIn 
• Inn8ly 
• Marketing Sage Advantage 
• Book a Meeting with James 
• Create Better B2B Marketing Funnel:
  • Part 1 
  • Part 2 
  • Part 3 

SPEAKERS

James Hipkin, Christian Klepp

Christian Klepp  00:01

Welcome to this episode of B2B Marketers on a Mission, and I’m your host, Christian Klepp. Today I’m going to be talking to James Hipkin. He’s the founder and CEO of innately, and helps B2B companies to scale by providing professionally designed, built, hosted, secured and maintained websites that are built with a customer centric strategy. Tune in to find out more about this B2B marketers mission. All right, Mr. Hipkin, I’m gonna say, welcome back to the show. It’s always a pleasure to have you.

James Hipkin  00:37

Christian, it’s always just an absolute blast to chat with you and share our experiences. And I mean, I’m just looking forward to this.

Christian Klepp  00:47

Absolutely. I think it was something that you said, and in response to something I posted on LinkedIn this morning. It’s the quality of the people that you connect with on LinkedIn and the conversations, but it’s also the fact that no matter how many times you con