BlackRock, National Association of Pension Funds, Univest Company, Pension Fund ING, BNP Paribas Investment Partners, JP Morgan Asset Management, Mercer, Finisterre Capital, Generali Investments Europe, Natixis, RobecoSAM, AP4BlackRock – Simon Pardoe has been appointed head of DC Proposition to develop bundled and investment-only UK workplace defined contribution services for employers and their employees. He joins from Legal & General, where he was most recently responsible for workplace savings strategy, proposition and market development.National Association of Pension Funds – Graham Vidler has been appointed head of external affairs. He joins from the National Employment Savings Trust, where he was director of communications and engagement. Before then, he worked on pensions from a variety of perspectives as a researcher at the House of Commons, policy adviser for the Association of British Insurers, head of policy at Which? and head of marketing at Norwich Union Life.Univest Company – Loek Sibbing has announced that he is to step down as chairman of the €20bn asset manager for the 80 pension funds of multinational company Unilever, on 1 June. He said he would now take on “new challenges” and that he wanted to share his experience and expertise with other companies. He said it was too early to make further announcements about the next step of his career. Pension Fund ING – The €18.5bn pension fund of banc-assurer ING has appointed Rients Prins as chairman as of 1 March. He succeeds Peter de Bruijne, who had been at the helm for five years. De Bruijne is to take on a new job outside ING. Prins has been a board member of the pension fund since 2012.BNP Paribas Investment Partners – Colin Graham has been appointed CIO and head of TAA & Research in the Multi-Asset Solutions team. He joins from BlackRock (formerly Merrill Lynch Investment Managers), where he was co‐head of the Global Multi‐Asset Strategies team. Before then, he worked as an actuarial consultant at Mercer.JP Morgan Asset Management – Stéphane Casagrande has been appointed head of institutional clients for Switzerland. He joins from BNP Paribas Investment Partners in Switzerland, where he was head of institutional sales and consultant relations. He has also held positions at ECOFIN Investment Consulting and Credit Suisse Asset Management.Mercer – Mark Rowlands has been appointed to lead sales and marketing for Mercer’s defined contribution and savings business. He joins from Partnership Assurance, where he was head of corporate partners. Prior to that, he spent seven years at AXA Corporate, where he held a number of different roles, including head of business development and head of consultant relationships and corporate partnerships.Finisterre Capital – The emerging market specialist has appointed David Burnside as a partner and head of business development. Prior to joining Finisterre, Burnside was at BlueBay Asset Management from July 2010, where he was a partner and head of alternatives. Before then, he spent seven years as head of European institutional marketing for Financial Risk Management.Generali Investments Europe – Hervé Gay has been appointed to the European Credit Research team as senior credit analyst. Before joining GIE, he was a senior sell-side fixed income credit analyst and deputy head of credit research at Société Générale in Paris.Natixis – Eric Le Brusq has been appointed global head of equity derivatives sales. He joins from LBDD Finance, a financial advisory specialist for institutional investors, where he was chief executive.RobecoSAM – Lucas van Berkestijn and Cécile Churet have been appointed as sustainability investing client specialists. These newly created positions will serve as a link between RobecoSAM’s research and product development activities and institutional clients.AP4 – Susan Linkvist has been appointed COO at the Swedish national buffer fund. She replaces Agneta Wilhelmson Karemar, who retires on 1 May but is on leave until then.
A solidarity march in protest at the decision to prosecute just one solider over Bloody Sunday is to be held in Letterkenny tonight.Local county councillor Gerry McMonagle says he is “devastated for the Bloody Sunday families over the decision.“I have read the report and the reasons behind the decision to prosecute just one solider and to be in makes absolutely no sense at all. “Our thoughts, prayers and continued support for their quest for justice remains as strong as ever,” he said.“I am asking everyone who feels the same way to attend a Solidarity Protest this evening in support of their quest for justice.”Anyone who wishes to take part should come along top the Station Roundabout in Letterkenny this evening (Thurs) at 6.30pm.Bloody Sunday solidarity protest to be held in Letterkenny tonight was last modified: March 14th, 2019 by StephenShare this:Click to share on Facebook (Opens in new window)Click to share on Twitter (Opens in new window)Click to share on LinkedIn (Opens in new window)Click to share on Reddit (Opens in new window)Click to share on Pocket (Opens in new window)Click to share on Telegram (Opens in new window)Click to share on WhatsApp (Opens in new window)Click to share on Skype (Opens in new window)Click to print (Opens in new window)
Share Facebook Twitter Google + LinkedIn Pinterest A few producers began soybean and corn harvest last week in Ohio, according to the USDA, NASS, Great Lakes Regional Office. There were 5.9 days suitable for fieldwork for the week ending September 13th. Scattered showers helped alleviate the very dry conditions in some regions, while other regions noted very hot and humid conditions leading to crops progressing rapidly. Crop condition ratings remained virtually unchanged. Most producers spent the week mowing hay, chopping corn for silage, tiling, and harvesting specialty crops. Livestock producers were thankful for scattered rains as the pastures greened up a bit from the dry spell they had been experiencing.View the full report here
A day after the Central Bureau of Investigation said the role of mining ministers in Uttar Pradesh under the tenure of Akhilesh Yadav would be probed in connection with alleged illegal mining, the Samajwadi Party chief on Sunday the “BJP has shown its true colours.”Mr. Yadav suggested the raids by the CBI by opening up old cases were an attempt by the BJP-led Centre to stop the SP-BSP alliance. The two parties along with the RLD are close to formally announcing an alliance for the 2019 Lok Sabha election.”The Samajwadi Party is trying to win as many Lok Sabha seats as it can. Possibly the CBI or the government that runs the CBI is trying to…What do we have? We can form an alliance and go to the people. And those who want to stop [us], what do they have? They have the CBI,” Mr. Yadav told reporters here.Mr. Yadav, who served as Chief Minister of UP from 2012 to 2017 and held additional portfolios of mining in 2012 and 2013, also said he was ready to be questioned by the probe agency.”If they question us, we will have to answer. We will give them an answer. But the people of the country are ready to give an answer to the BJP,” said Mr. Yadav.The SP national president also used sarcasm to allege political motive of the CBI raid.”I’m happy the BJP has once against shown its true colours. First the Congress gave us an opportunity to meet the CBI, now the BJP is giving us an opportunity,” said Mr. Yadav.He also warned the BJP that it would also have to face the brunt of the “culture” it was leaving behind.The CBI on Saturday said the role of the mining Ministers in UP between 2012 and 2016, which includes Mr. Yadav, may be probed in connection with a fresh case of alleged illegal mining of minor minerals registered on the direction of the Allahabad High Court.The CBI registered an FIR against 2008-batch IAS official and then Hamirpur District Magistrate B. Chandralekha and 10 other individuals, besides unknown officials and persons. Among those named in the FIR are SP MLC Ramesh Kumar Mishra and Sanjay Dixit, who fought the 2017 election on Bahujan Samaj Party ticketSearches were carried out on Saturday on 14 premises of the accused persons in Delhi, Hamirpur, Lucknow, Kanpur and Jalaun. The FIR alleges that public servants allowed illegal mining of minor minerals between 2012 and 2016 by the fraudulent granting of fresh or renewed leases. Officials also allegedly permitted mining by the existing lease-owners during the “obstructed period” when the National Green Tribunal had barred the activity. The leases were also issued in violation of a May 2012 order of the State government for e-tendering.
MOST READ LATEST STORIES Pussycat Dolls set for reunion tour after 10-year hiatus Don’t miss out on the latest news and information. John Lloyd Cruz a dashing guest at Vhong Navarro’s wedding View comments Pacquiao responded by saying he would be very delighted to clash with Argentine punching machine Lucas Matthysse, instead of the banged-up Mike Alvarado. Matthysse is reigning WBA welterweight champion.Bob Arum cried no way: Pacquiao-Matthysse could happen, but not anytime soon.FEATURED STORIESSPORTSWATCH: Drones light up sky in final leg of SEA Games torch runSPORTSLillard, Anthony lead Blazers over ThunderSPORTSMalditas save PH from shutoutSo what is Pacquiao doing?The other day, he was reported doing the political rounds, bringing help and hope to aggrieved countrymen. He also appeared deeply involved nursing and expanding the Maharlika Pilipinas Basketball League (MPBL), his newest sports baby. Manny Pacquiao part of 2019 SEA Games opening ceremony PLAY LIST 00:36Manny Pacquiao part of 2019 SEA Games opening ceremony00:50Trending Articles00:50Trending Articles01:29Police teams find crossbows, bows in HK university01:35Panelo suggests discounted SEA Games tickets for students02:49Robredo: True leaders perform well despite having ‘uninspiring’ boss02:42PH underwater hockey team aims to make waves in SEA Games01:44Philippines marks anniversary of massacre with calls for justice01:19Fire erupts in Barangay Tatalon in Quezon City If Pacquiao would agree to fight in April, time would be of the essence. March is around the corner, and before we know it, Pacquiao would be left with only a month to work and be fit for a stellar performance.Maybe he could afford to take it easy. In fact, Alvarado, a former world titlist who’s openly considered busted ring material, is being trumpeted as top prospect for Pacquiao’s first knockout victim since 2009.Pacquiao could just cram and instantly declare readiness to do battle and go for a KO?Fact is Bob Arum is himself uncertain about Pacquiao’s exact plan.The best the Top Rank CEO could do was announce Pacquiao could fight a truly big fight by November, either against Vasyl Lomachenko or Crawford.Of course, there are many experts and fans who wonder if Pacquiao has enough left in him to wage great battle.ADVERTISEMENT Brace for potentially devastating typhoon approaching PH – NDRRMC AFP official booed out of forum Families in US enclave in north Mexico hold sad Thanksgiving The respected boxing critic and scholar Paul Magno has surmised Pacquiao is now the boxing equivalent of the fat Elvis Presley in Las Vegas.“For all intents and purposes, Manny Pacquiao is now in the fat Elvis Presley period in Las Vegas. The question of whether Pacquiao is still among the elite welterweight in the world is up for debate. Instead, Team Pacquiao, guided by Bob Arum, has focused on Manny as a novelty icon—a draw to longtime loyalists and, if Arum gets his way, a piggyback ride for in-house up-and-coming-fighters,” Magno explains. Elorde stakes WBO crown versus Thai Typhoon Kammuri accelerates, gains strength en route to PH Read Next Google honors food scientist, banana ketchup inventor and war hero Maria Orosa LOOK: Iya Villania meets ‘Jumanji: The Next Level’ cast in Mexico Manny Pacquiao. TRISTAN TAMAYO/INQUIRER.netIf he’s indeed fighting on April 14, as offered by Bob Arum, shouldn’t Manny Pacquiao be back training by now, or hitting the road last week yet?Top Rank announced it has scheduled a Pacquiao bout for April, side-by-side with the WBO welterweight championship between title defender Jeff Horn of Australia and the unbeaten Terence Crawford from Nebraska.ADVERTISEMENT
. How to Generate Leads for Small Business you should eternally be running multiple variations of everything that matters you have nothing to lose and everything to gain Continuous testing is the only way to ensure that your campaigns are always improving. This means that . Make two or more versions of your landing page and split traffic between the two, eventually you’ll see one variation is producing more leads. Turn off the lesser version and iterate on the winner. For both email and PPC campaigns, you should be sending visitors to specific landing pages. Running PPC ads? Each keyword you’re bidding on should have at least two different ad variations going at all times. You have 3 lines to vary (4 if you’re really creative) You should always be testing everything Learn how small businesses can level the playing field and generate leads efficiently by leveraging inbound Internet marketing strategies and tools. If you have a blog or other content pages on your site, you probably have graphic call-to-action elements on your pages (probably in a sidebar). By now you should get the point. Everything you do in your marketing campaigns can and should be tested, and not just once. No matter how well your ads, emails and landing pages are performing, they can always be doing better. That little bit of knowledge should eat away at any marketer or business owner worth her salt, and by not striving for constant improvement you’re leaving money on the table and letting your competition eat your lunch. Download our Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Lead Generation for Small Business Webinar . Try different approaches in your ad title, or different amounts of keyword repetition in the body of the ad. I’ve seen some interesting anecdotal evidence that line length and line length patterns can affect CTR rates on PPC ads, for example if your title is short, line 2 long and then line 3 short again, the shape of the ad creates an arrow and can stand out on a high-competition SERP. Get creative and once you see that one of your variations is getting more clicks, turn off the other one and add a new one that varies on the better performing version. . These are perfect for continuous testing and improvement When you queue up an email to send to your whole list, instead split your list in half and send the same email with two different subject lines, or send emails with two different main offers or calls-to-action. After a few days look at the data and figure out which subject line or CTA produced the best results. In the next email, split your list again and try two different variations of the version that won the last time. Keep doing this every single time you send a message to your list, On a given page there are any number of things you can test, from the number and layout of form elements to the messaging of the copy to your lead funnel. Every email, every PPC ad, and every landing page should always have multiple versions running and you should be in a constant state of analysis and incremental re-factoring. , otherwise you’re not doing as well as you could be. Originally published May 8, 2009 10:54:00 AM, updated June 28 2019 . Run two or more versions of each CTA on your pages and see which produces the most clicks.
Photo courtesy of . Email marketing ROI? What email marketing ROI? wrong. You can put in the time and energy but still sligthly miss one or two essential things that are the difference between ho-hum and amazing results. Diagnosing the problem and correcting it can make a huge difference in your results. You’ve been blogging carefully away. You’re using your long-tail keyword phrases strategically in your blog titles. You’re linking to other pages on your website with keyword phrase anchor text. You have relevant calls to action at the end of each article, and you blog twice a week without fail. Why isn’t anyone subscribing to it? Why don’t you have any followers and only your mom has left a comment? Your blog is stuffed with sales content. You haven’t considered your prospects’ interests or needs, and you’re pretty much just tooting your own horn. just Your blog is a desolate, lonely place. These are only three examples of many. Have you ever seen inbound marketing go from just okay to terrific? How can we learn from your pain? You spend hours on each email marketing campaign you send. You are very carefully reusing old blog content to provide perfect value to your prospects (and you haven’t made the mistake in the last paragraph!). You have engaging subject lines and people actually click on some of the links in the email. But are you actually Do you have a stunning, shiny call to action button? Yes. Do you have a naked landing page with a short form and a sexy picture? Yes. So why aren’t you getting conversions? You don’t have a quick description of what people will get when they fill out the form, so instead of getting leads, you get bounces. getting something from your efforts? How can you justify the time you’re spending? By including calls to action. Give your recipients something to do or to get for free (via a landing page, of course), and you’ll discover that you’re getting a lot of response from leads you thought were ice cold. You’ll even discover that you can measure your ROI. You’re not getting leads. For example… Topics: Unless you’ve been living in a hole for a while (or this is your first visit to our blog), you may have noticed that we’re a bit, uh, enthusiastic about inbound marketing. And we give a ton of tips & advice to you about how to do it. What I’ve noticed, however, is that it’s easier than I expected to get inbound marketing Originally published Jun 10, 2010 3:00:00 PM, updated October 20 2016 Jean-Etienne Minh-Duy Poirrier Blogging Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
Social Media Advertising Some Quick Facts: “Why Yellow Page Ads Are A Waste of Money”: Sign up today! “Yellow Page usage amongst people in their, say below 50, will drop to near zero over the next five years.” — Bill Gates [ ] Photo credit: Si1very There are businesses in the Service industries that haven’t fully experienced this shift yet. Plumbers and contractors, for instance, still dominate the phonebook. If you are looking to renovate your bathroom, it can difficult to find enough information about it on the Web. There isn’t enough local content online to provide consumers with the same shopping experience as what the travel industry offers. Some Industries Are Further from the Tipping Point Originally published Dec 13, 2010 3:00:00 PM, updated October 20 2016 Some Industries Have Already Tipped As Andrew Quinn, HubSpot’s Sales Training Manager with 16 years of experience in the Yellow Pages industry said, “The market is not going to go backwards and reverse itself.” That means you will need to step up. The shift in consumer behavior has already reached some industries, such as the travel industry and catering. These businesses rarely buy Yellow Pages ads because calls don’t come in that way for them. In the travel business, a number of online tools have emerged to make the buying process more engaging and educational. All of a sudden, sites like Priceline.com and The following is a preview of information from the upcoming HubSpot Webinar: . ] Buying behavior is changing rapidly as people shift their research and shopping habits from traditional marketing channels to the Internet. Consumers can educate themselves more than ever about a product or a service before they make a purchase decision. They compare prices, check customer reviews, read case studies and receive instant responses to their queries. It is just a matter of time for this change in buying behavior to hit your industry. Huge Opportunity Lies with the “Untipped” Industries ] ] source source source source Consumers increasingly consider online services before Yellow Pages as they make purchase decisions [ Topics: Since 2007, many states quit printing residential listings or have pending requests: Alabama, Delaware, Florida, Georgia, Indiana, Missouri, New Jersey, New York, North Carolina, Ohio, Oklahoma, Pennsylvania, Texas, Virginia and Wisconsin. [ But it is a matter of time for this new buying behavior to slowly make its way to all industries. Then, the question you will need to answer is, “Where on that line am I?” Traditional land lines are being disconnected at a rate of nearly 10% each year. [ TripAdvisor If you want to learn how to move away from Yellow Pages ads strategically, offer tons of valuable content for travelers. Couples preparing for their wedding celebrations also gravitate to the Web for catering information and honeymoon destinations. A great marketing opportunity lies with the industries that haven’t tipped yet. If you are ahead of the curve and following closely the shift in consumer behavior, you can own this new space and become a trusted advisor online. You will gain a huge competitive advantage rather than trying to catch up with competitors who have been more aware of the changes in buying processes. Yellow Pages used to represent the final stage of the buying process when people were ready to make a purchase decision. But today the buying process is no longer a linear path ending with the book. Instead, it follows the curves and tools of emerging online technologies. join HubSpot’s free webinar on the topic Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Lead nurturing is a crucial part of your marketing and sales success. Studies show that 50% of leads are qualified but aren’t immediately ready to buy something from you [Source: Gleanster Research]. With lead nurturing, however, you can bring those leads through your sales funnel and garner 4-10 times the response rate compared to a regular email blast while doing it [Source: SilverPop/DemandGen Report]. To nurture those leads correctly, however, you need to somehow adjust your messaging based on their point in the sales cycle. But how do you do that?The best lead nurturing campaigns begin with content mapping, a process in which you decide what content is most appropriate for a person to receive at a given time. And to be honest, sometimes it feels like you have to be psychic to nail it. But while a little bit of psychic ability would certainly help, there’s actually a structure you can follow to map your content very accurately for your lead nurturing campaigns — after which you can simply make tweaks on your messaging, email sending frequency, and calls-to-action based on feedback, open rates, click-through rates, and other email marketing metrics. Here’s how you can map lead nurturing content to every stage in the buying cycle.Understanding the Buying CycleTo understand content mapping for lead nurturing, you need to understand the buying cycle. People have broken it down into many sub-stages to align with their particular business model, but it can universally be boiled down to these three stages:Awareness: Leads have either become aware of your product or service, or they have become aware that they have a need that must be fulfilled.Evaluation: Leads are aware that your product or service could fulfill their need, and they are trying to determine whether you are the best fit.Purchase: Leads are ready to make a purchase.Content mapping becomes important during these stages because prospects’ needs are different depending on which stage in the buying cycle they fall into. David Skok explained the buying cycle well on For Entrepreneurs with a retail scenario. When you’re walking around on the weekend and wander into a store with nothing in particular you’re looking to buy, you don’t want too much attention from a hungry sales person. It’s annoying, because you’re in the awareness stage. But when you make a beeline for the store because you need to buy a black sweater immediately, you want a sales person to approach you right away so you can find the sweater, purchase it, and get out of there. That’s because you’re in the purchase stage of the sales cycle.The same concept applies when someone is interacting with your brand online. If they’re just seeing you for the first time, they have different informational needs — and thus require different content — than someone who is ready to purchase something from you. Mapping the most appropriate content to each stage in the buying cycle will help you speak to the individual needs of each lead so you’re having the right conversation with the right people at the right time.How Content Mapping WorksDoing content mapping is very specific to each individual business — you have a different sales cycle, different buyer personas, and different content assets and topics than other businesses — but the content mapping structure outlined in this section will be transferable to any scenario. Here are the 4 questions you need to ask yourself when content mapping.1.) What are the logical pathways to take a lead from awareness, to evaluation, to purchase?Content mapping can be tricky because you have to work backwards. Start by determining the logical pathway a lead would take when navigating through the sales funnel. To do this, you’ll need to lay out several scenarios in which leads convert into customers, and trace back which actions they took from their first conversion to close. If you’re using HubSpot software, you can take a look at the activity history of leads to see what patterns emerge.What pages did they visit? In what order? What offers did they convert on? What emails did they click through? Here’s an example of what a logical conversion pathway might look like:Visit company blog >> Convert on ebook call-to-action >> Click through to site on ebook nurturing campaign offer >> Navigate to Product/Service pages >> Click through to site on case study nurture email and download data sheet >> Receive free trial email >> Download free trial >> Receive coupon >> Become a customerThere will be more than one logical conversion pathway, but as you examine how your leads have historically converted into customers, a few pathways will emerge as the most common, the shortest, and the most profitable.As you’re determining these conversion pathways, you may notice that there are pieces of content, calls-to-action, or nurturing campaign emails that you aren’t sending out yet, but should be. That’s okay! One of the benefits of doing content mapping — aside from improved content relevancy for your lead nurturing campaigns — is identifying holes in your content strategy that you can now remedy.2.) What specific content assets can be deployed along those pathways to help advance leads to the next stage in the buying cycle?Now that you know the logical pathways a lead might take to convert into a customer, what type of content assets should they receive to nurture them along that path? It seems like the options are endless, but there are actually certain types of content that are more appropriate for certain stages in the sales cycle than others. Reference this table of content asset types that are aligned with their appropriate stage in the sales funnel.The content assets listed in the ‘Awareness’ stage are appropriate for that stage of the buying cycle because they help educate your lead — not on your solution, but on their need. The content assets in the ‘Evaluation’ stage, however, speak directly to how your company can help solve their needs, bridging the gap between the educational assets and product/service information. The assets in the ‘Purchase’ stage require more action from the lead — actions the lead is more likely to take because they’re now more educated about their problem and why your company is a good choice for solving it.You’ll notice some content asset types appear in more than one stage of the buying cycle — webinars, for example. This is due to the content in that content asset type. A webinar from the ‘Awareness’ stage of the buying cycle would be educational about a general subject matter, while a webinar from the ‘Evaluation’ stage would be centered around your specific solution.When assigning content asset types to the touchpoints in your conversion pathway, you should also assign topics to those assets. Those topics will obviously change depending on the nature of your business, but here’s an example of how to execute this step correctly based on the conversion pathway defined above:Visit Unicorn blog >> Convert on Unicorn Hygiene ebook >> Click through to site on ebook nurturing campaign offer “10 Best Tools for Grooming a Unicorn” >> Navigate to Unicorn Accessories product pages >> Click through to site on Glittery Farms Unicorn Grooming Case Study nurture email and download Unicorn Grooming FAQ >> Receive Unicorn Grooming Kit Coupon email >> Redeem coupon and become a customerNotice how the content asset types move along from ‘Awareness’ assets — like an ebook — to ‘Evaluation’ assets — like a case study — to ‘Purchase’ assets — like a coupon. We will examine an example of a real business’ content asset types and how they map to a conversion path later in this post as well.3.) What content assets are you missing?At this point you might be saying, “That’s great, but I don’t have all of those content assets at the ready.” That’s ok. Remember, in addition to knowing when and where to use your content assets, part of content mapping is identifying which content assets you need to create to execute lead nurturing effectively. Once you’ve created your list of content assets and where they belong on the conversion pathway, perform a content audit to see what assets you already have and which ones you need to create. Then get going with content creation!4.) How do you need to adjust the messaging in those content assets to align with the persona to whom you’re speaking?If you haven’t created buyer personas yet, pause at this step in your content mapping exercise, read this guide to creating buyer personas, and create them. Pay particular attention to the question of how to identify the personas — if you can’t identify them based on their information and behaviors, you can’t appropriately target your marketing to them.For example, a company that sells personal tax software may find that they have two buyer personas — one that is identified as a professional accountant, the other identified as an individual looking to prepare his or her own taxes. You wouldn’t speak to these two audiences the same way, right? That’s why it’s important to not only create your buyer personas, but ask them to self identify when they become a lead so you can appropriately segment them in your lead nurturing, create content messaged just for them, and map the content appropriately.If you have created your buyer personas, ask yourself how you need to tweak the messaging in your already existing content assets (and those on your list to create) to speak most appropriately to each persona. Some content assets you may find can exist as they are — an FAQ about your product or service, for example — while others may need to be rewritten — like a case study, perhaps — to be more easily digestible for two personas who don’t quite speak the same language.Applying Content Mapping to a Real-Life ScenarioNow you know how to map content to each stage in the buying cycle, but let’s take it from (unicorn) theory to real life application. HubSpot customer Magic Software successfully moves leads who filled out a form to receive an educational whitepaper — a top of the funnel offer — through the ‘Awareness’ stage of the buying cycle to the ‘Purchase’ stage with these content asset types. Take a look:Step 1: Download an educational whitepaper — this lead is in the ‘Awareness’ stage and is looking to learn about integrating two pieces of software.Step 2: Instead of pushing the lead right to the ‘Evaluation’ stage, this email encourages the lead to review more educational content in their Resource Center about software integration.Step 3: Now that the lead has spent some time reading educational materials, it’s time to move them gently along to the ‘Evaluation’ stage of the buying cycle by offering some software integration webinars. The lead is still being educated, but webinars are a more time intensive content asset to consume, and indicate a lead’s willingness to seriously consider your solution.Step 4: Still in the ‘Evaluation’ stage, this email makes the jump from the webinar — educational but high-commitment content — to content centered around the solution they offer. Now the lead is ready to read about how a Magic Software product can solve their software integration problem through its product documentation.Step 5: Finally, this lead moves to the ‘Purchase’ stage of the buying cycle with high-commitment content. This email asks the lead to sign up for product training — an offer only a lead seriously considering a purchase would redeem. Because this lead wasn’t rushed through the buying cycle, but instead received content appropriate for their level of interest and education, they are in a far better position to turn into a customer.Have you mapped content to each stage in your sales funnel? Share tips from your experience in the comments!Image credit: Sudhamshu Originally published Feb 16, 2012 12:40:00 PM, updated February 01 2017 Lead Nurturing Topics: