B2BMX21 BSTARR Start With Why

June 8, 2021 Brandi Starr

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

Brandi Starr is a true Modern Marketing Maven. She believes marketing magic happens at the intersection of strategy, creativity, and technology. Brandi's 15 year career has spanned a variety of industries and marketing disciplines. Brandi is an Eloqua power user turned consultant with almost 10 years of experience maximizing the power of Eloqua. Her expertise include demand generation and nurture strategy, business process transformation, controlling email frequency, custom security and she is the SME for the Higher Education vertical.

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