[B2B Marketing] James Hipkin – How Insights into Your Target Audience Can Lead to Success [Video]

[EP 151]

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.

Topics discussed in this 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:
o Start to compartmentalize your marketing into major funnel buckets
o Do some message matching
o Shift your mindset from “Call to action” to “Pathways”

Companies & links mentioned:
• James Hipkin on LinkedIn https://www.linkedin.com/in/jameshipkin/
• Inn8ly https://inn8ly.com/
• Marketing Sage Advantage Marketingsageadvantage.com
• Book a Meeting with James VIPChatwithjames.com
• Create Better B2B Marketing Funnel Episodes:
Part 1 https://www.einblick.co/podcast/ep-99-b2b-marketing-funnel-part-1/
Part 2 https://www.einblick.co/podcast/ep-100-b2b-marketing-funnel-part-2/
Part 3 https://www.einblick.co/podcast/ep-101-b2b-marketing-funnel-part-3/