Ep. 151: How Insights into Your Target Audience Can Lead to Success

Having a deeper understanding of your target audience - who they are, how they buy, and what their challenges, pain points, and aspirations are - is instrumental to everything in B2B marketing. It helps marketers to develop better content, have a website that is more user-friendly, and develop marketing campaigns that generate better results. That’s why we’re talking to B2B digital marketing expert James Hipkin (CEO & Founder, Inn8ly) about how to really leverage customer insights for success. During our conversation, James elaborated on the importance of developing customer avatars and buyer’s journey maps, and how they can help with B2B content and marketing campaigns. He also elaborated on the key pitfalls to avoid and what aspects of customer research marketers should focus on.