Elad Hefetz - Airfleet

In this episode...

Elad discusses modern B2B marketing strategies, focusing on identifying customer personas, personalizing customer journeys, and utilizing technology to optimize marketing efforts.

He outlines various methods for identifying customer personas based on website interactions. Expensive techniques involve analyzing enriched data to determine who is visiting a site, while more cost-effective strategies use simpler methods such as tracking user interactions with specific pages related to their department. This allows marketers to target users based on their behavior and presumed departmental affiliation. The discussion further delves into the non-linear nature of the buyer's journey, challenging the traditional funnel model. Elad emphasizes the importance of understanding the customer's stage in the buying process, using analytics to track and target based on multiple visits and interactions, rather than a straightforward path.

The conversation also touches on the evolving nature of content delivery, with a strong stance against gating content behind forms. The speaker advocates for making information freely available on websites to educate and engage potential customers without barriers. This approach is aligned with the changing preferences of B2B buyers who increasingly seek to educate themselves before making purchasing decisions. The emphasis is on providing value through accessible, high-quality content rather than traditional lead capture methods.

Key business tips highlighted in the discussion include:

• Utilizing customer behavior data to personalize the marketing approach and optimize customer journeys.
• Emphasizing the importance of understanding and adapting to the non-linear buyer's journey.
• Advocating for open access to informational content to facilitate customer education and engagement.
• Leveraging technology to identify and target specific customer personas effectively.
• Moving away from outdated content delivery methods like PDFs and gated content to enhance customer experience and accessibility.

Resources mentioned in this episode:

Elad on LinkedIn

Airfleet Website

Brandigo China

Sponsor for this episode...

This episode is brought to you by Brandigo China. 

We are an independent marketing and communications agency based in Shanghai, China with 20 years of on-the-ground experience in China.

At Brandigo China, we work with multinational clients to support their marketing and business growth efforts in China.

We are experts in insight strategy, content marketing, marketing-led business growth campaigns and all things China-based marketing.

Go to Brandigo China to learn more and contact us with questions at hellochina@brandigo.com.