Product Marketing & Management Roundtable
Be Buyer Aware: Persona-Driven Integrated Marketing for Maximum ROI
Success in today’s competitive market is awarded to those businesses that understand – even anticipate – their buyer the best. Yet, it’s still very easy for marketers to fall into the trap of placing the product in the center of the universe. That short cut leads to myopic thinking and turns off prospects. Instead, today’s leading companies invest in understanding prospects and learning what makes them tick.
During this discussion, we will describe a Persona-based Integrated Marketing methodology for building empathy and “connectedness” between a marketer and the target prospect. The methodology explores the cyclical nature that links planning to results and back to planning:
• How to move beyond a generic “target market” description in order to build a persona based on an their drivers and expectations of how and when they want to interact with vendors and partners
• Understanding how personas are searching for solutions and the language they use at each stage of the buying cycle (i.e. awareness, consideration, and decision)
• How and why SEO and search language terms should map directly to your positioning and messaging
• How to know if and when social media should play a role in your integrated marketing plans (IMP)
• How to close the loop by linking SEO activities with a “content strategy” in order to achieve the overall IMP objectives.
NOTE: Two copies of Mike Gospe’s book, Marketing Campaign Development, will be raffled. Additional copies will be available for purchase.
Date/Time:
Thursday, March 18th
8:30 a.m. to 10:00 a.m.
Location:
Scott's Seafood Restaurant and Grill
855 El Camino Real
Town and Country Shopping Center
(Embarcadero and El Camino)
Palo Alto, CA 94301
(650) 323-1555
Directions
Pricing:
$15 BMA members / $30 non-members*
* NOTE: Due to increased attendance for this event, Scott's has required the use of a separate meeting room and will not be providing separate breakfast tabs for each attendee. The fee above includes breakfast.
If you have any questions about the event, please contact Reena Kapoor at reena@coniferinc.com
About Our Speakers:
MIKE GOSPE - Author and marketing strategist, KickStart Alliance – a sales and marketing leadership consulting team
STEVEN GRAFF - SEO leader and evangelist, Bloofusion – Search Engine Marketing experts