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Jump-start your content marketing through better market segmentation

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This Biznology® Webinar with Monique de Maio was about targeting different customer segments in your marketing. You’ve heard that content marketing is the best way to expand your prospect and customer base, but how do you get started to make sure you get the right content in front of the right customers for your product or service in the right place?  Maybe you already know that but are seeking a clearer understanding of your key customers; determining the value propositions that would resonate by those key customer types; identifying where to find those prospects and customers and finally, determining what to say to them?  Then this webinar is for you.

In this webinar, you’ll find out how to think about your customers and prospects not as one homogeneous group, but as a combination of different types of decision makers, with different buying drivers and objectives.  By not treating everyone the same, your messages and value propositions to each of these types of customers will better resonate and results will follow.  This is also helpful if you have channel partners, distributors, strategic alliances, etc.

In this free 30-minute Biznology® webinar, we talked about how to build personas to segment your customers, use composites of the vital attributes of your customers to create different messages for each segment of your customers, and how to select the best outlets for these messages and content.

Special presentation sponsored by BarnRaisers, GaggleAMP, MENG (NJ Chapter), onDemandCMO, and Unison

Monique de Maio is one of our bloggers at Biznology, and the Founder of onDemandCMO, a marketing consultancy that provides marketing expertise to companies needing strategic and/or tactical marketing services since 1998.  OnDemandCMO helps companies that do not have the skill sets or resources internally with ongoing marketing initiatives or projects, onDemand.  Monique is a twenty-five year marketing veteran that has been an acting CMO for agencies and companies for as many years—ranging in size from enterprise to start ups and SMBs in between.

 

BarnRaisers LLC

GaggleAMP
MENG NJ Chapter

onDemandCMO

 

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Mike Moran

Mike Moran is an expert in internet marketing, search technology, social media, text analytics, web personalization, and web metrics, who, as a Certified Speaking Professional, regularly makes speaking appearances. Mike’s previous appearances include keynote speaking appearances worldwide. Mike serves as a senior strategist for Converseon, an AI powered consumer intelligence technology and consulting firm. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm. Mike also serves as a member of the Board of Directors of SEMPO. Mike spent 30 years at IBM, rising to Distinguished Engineer, an executive-level technical position. Mike held various roles in his IBM career, including eight years at IBM’s customer-facing website, ibm.com, most recently as the Manager of ibm.com Web Experience, where he led 65 information architects, web designers, webmasters, programmers, and technical architects around the world. Mike's newest book is Outside-In Marketing with world-renowned author James Mathewson. He is co-author of the best-selling Search Engine Marketing, Inc. (with fellow search marketing expert Bill Hunt), now in its Third Edition. Mike is also the author of the acclaimed internet marketing book, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, named one of best business books of 2007 by the Miami Herald. Mike founded and writes for Biznology® and writes regularly for other blogs. In addition to Mike’s broad technical background, he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing and is a Visiting Lecturer at the University of Virginia’s Darden School of Business. He also teaches at Rutgers Business School. He is a Senior Fellow at the Society for New Communications Research. Mike worked at ibm.com from 1998 through 2006, pioneering IBM’s successful search marketing program. IBM’s website of over two million pages was a classic “big company” website that has traditionally been difficult to optimize for search marketing. Mike, working with Bill Hunt, developed a strategy for search engine marketing that works for any business, large or small. Moran and Hunt spearheaded IBM’s content improvement that has resulted in dramatic gains in traffic from Google and other internet portals.

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Discussion

  1. Avatar Marty Gruhn

    Monique. Many thanks for the content and thought processes in this Webinar. Perfect length, spot on observations and some great gems of wisdom.

    Mike. thanks for sponsoring this and I’m looking forward to upcoming sessions.

    1. Avatar Mike Moran

      That is a great compliment coming from someone with your expertise, Marty. Thanks!

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