Questions and Answers
What is the purpose of defining Buyer Personas?
To focus on qualified prospects and guide product development
How can trends about how leads or customers find and consume content be uncovered?
By looking through the contacts database
What is the primary purpose of using form fields to capture important persona information?
To gather important persona information for creating buyer personas
How can the sales team's feedback contribute to defining buyer personas?
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What is the purpose of interviewing customers and prospects?
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What is the significance of good segmentation in relation to buyer personas?
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What is the role of buyer personas in guiding product development?
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How can the contacts database be utilized in the process of drafting buyer personas?
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What is a common mistake when profiling a buyer persona?
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What does outbound marketing focus on?
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What does the customer journey take into account in each phase?
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What does the customer journey help in delivering?
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What does earned media involve?
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What is the focus of inbound marketing?
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What can incomplete buyer personas lead to?
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What is a key characteristic included in the buyer persona template for group projects?
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What are the components of Nike's social media strategy?
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Which stages are included in the 7-step customer journey?
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What are the main channels used to influence the customer journey?
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What does the buyer persona search for, leading to repurchase and brand advocacy?
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What should B2C content focus on?
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What is emphasized in B2B content?
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Which stages are included in the B2B customer journey example?
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What are the various content forms used in the B2B customer journey?
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What are examples of Shared Media?
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Study Notes
Marketing Strategies and Customer Journey Summary
- Shared Media includes social media, blogs, mobile media, and traditional word of mouth.
- Nike's social media strategy involves owned media, paid media, and earned media.
- The customer journey varies based on buyer persona, content, and budget, with some companies adopting 3, 5, or 7-step customer journeys.
- The 7-step customer journey includes Awareness, ZMOT, Evaluation, 1st MOT, 2nd MOT, Loyalty, and Advocacy stages.
- Various channels like advertising, viral marketing, influencers, PR/events, SEA, SEO, SMO, and ASO are used to influence the customer journey.
- The buyer persona searches for options, reviews, and personalized communication, leading to repurchase and brand advocacy.
- Channels like advertising, viral marketing, influencers, and recommendations influence the buyer persona's landing on the brand's website or app.
- Business-to-consumer (B2C) content should focus on differentiation, emotional appeal, referrals, and fast results.
- Business-to-business (B2B) content should emphasize problem-solving, technical expertise, industry partnerships, and ROI.
- The B2C customer journey example includes the third MOT, while the B2B customer journey example involves awareness, consideration, and conversions stages.
- Various content forms, such as white papers, testimonials, webinars, case studies, and ROI calculators, are used in the B2B customer journey.
- The text includes references to reviewing the presentation, reading an article on creating detailed buyer personas, and a group project on storytelling and the customer journey.
