INK targets three different personas within B2B technology companies. To use these personas effectively in your writing, think of a client who fits these attributes and position your content in a way that speaks to them. 

Mid-level Marketer

Wants to know how

  • Title: Director of Corporate Comms, Senior PR Manager, Marketing Director, Marketing Programs Manager
  • Responsibilities: Day-to-day execution, comms up and down, project/team management
  • Values: Streamlined processes/programs, results for leadership, internal perception, customer retention
  • Challenges: Proving value, maintaining comms across levels, successful execution
  • Post-COVID: No longer planning 6-12 months in advance, needs adaptive approaches and small bets, wants to test and adjust, needs ongoing measurement, looking to eliminate redundancies and maximize efficiency, needs a highly engaged marketing leader
  • 2021 Priorities: Continued focus on tactical and short-term priorities

VP of Marketing

Wants to know why

  • Title: CMO, VP of Marketing, Director of Marketing
  • Responsibilities: High-level strategy, overall direction of positioning, hands-on leadership, customer experience, diversity and inclusion initiatives
  • Values: Results, reputation (internally and externally), efficiency (teams, programs)
  • Challenges: Lack of time, maintaining company growth/improvement/alignment, fears vulnerability
  • Post-COVID: Prioritizing brand strategy, boosting digital advertising and paid search spend, focused on retaining customers and growing loyalty and advocacy, interested in full customer life cycle
  • 2021 Priorities: Transforming business strategies, executing on DE&I initiatives, focusing on the overall customer experience instead of the sale, sharing agency resources with broader C-suite, measuring marketing success by customer retention and expansion

Renegade Marketer

Wants to know what’s new and different

  • Title: This is more of a mindset than a specific title, but common titles might include Chief Innovation Officer or Chief Growth Officer
  • Responsibilities: Big ideas, change management,  strategy, spokesperson opportunities, digital transformation (or technology adoption)
  • Values: Creativity, change, visionary status, hard takes, being heard
  • Challenges: Executing on ideas, big ideas/visions being watered down, abiding by red tape, lack of relatable colleagues, bored by day-to-day tasks, little room in budget for risk taking
  • Post-COVID: Customer obsessed, transforming traditional events and experiences to be virtual and engaging, more emphasis on company’s vision and mission in content/creative direction
  • 2021 Priorities: Diversifying the digital experience, adopting new technologies, driving customer obsession