B2BMX21 BSTARR Start With Why

When targeting your key accounts and prospects your job is to get in front of the right members of the buying committee and influence their purchasing decisions. While targeting based on firmographic data works to a certain degree not all accounts that look alike have the same needs. Shifting to targeting by “why” customers buy as opposed to “who” is buying opens key opportunities that most marketers aren’t taking advantage of. Join Brandi Starr, career Modern Marketer and Chief Operating Officer of Tegrita to learn how to leverage buyer motivations to implement targeted segments that make sense. In this session you will learn:

• Why firmographic data isn’t enough

• The four motivations for making a purchase (known as journey archetypes)

• How to target your inbound and demand generation efforts based on archetype

About the Author

Brandi Starr is a true Modern Marketing Maven; she believes marketing magic happens at the intersection of strategy, creativity, and technology. As Chief Operating Officer at Tegrita Brandi helps companies of varying sizes to attract, convert, close, and retain customers using technology. Brandi is the Co-Author of CMO to CRO, The Revenue Takeover by The Next Generation Executive and the host of the Revenue Rehab podcast.

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