Selasdia

A complementary approach to marketing is interactive marketing.

In interactive marketing, the marketing team targets specific customers and attempts to build a relationship on digital media with them by interacting with them.

What’s an Interaction?

Well, it’s any kind of communication or activity that transpires between you and the prospect you’re targeting that is likely to be noticed by them.

You can interact with prospects by:

1. Responding to their inquiries
2. Resolving their complaints
3. Favoriting something they’ve said
4. Following them on social media

Interactive marketing can be used as a means of a) generating awareness, b) building an audience for your communications, and c) disseminating content.

A B2B buyer persona is a model of the attributes of a potential customer.

Some attributes that can be used include:

1. Job role (for example, CMO, CTO, CEO, CIO)
2. Areas of interest (for example, ERP, BPM or Big Data)
3. Seniority (for example, MD, President)
4. Location (for example, UK, India, USA)
5. Company size and vertical (for example, KPMG, Pharma Companies, Telcos)

Take for example the following use case:

Tally is a popular vendor of financial accounting software in India.  They sell accounting software to CA (Chartered Accountants) in India.  They are also an ERP vendor, and in that market, they probably need to reach out to CIOs of firms.

So, there are two B2B buyer personas that need to be modeled for Tally.  The first is the persona of a buyer of financial software.  The second is of a buyer of ERP tools.