Sirkin Research

Demand research for B2B companies.

[Sirkin Research @SirkinResearch]

How do you build & future-proof demand gen strategies?

Know where your buyer needs to be to make a decision, make sure it's mapped correctly, & create content that matches where they are in their journey.

Here's Eric Stockton's best advice: https://t.co/tCym0985w3

[Sirkin Research @SirkinResearch]

Have you listened yet? https://t.co/LQcnufL2lM

[Sirkin Research @SirkinResearch]

Buyers need to know who you are, the value you can deliver, & who will benefit from your product/ service.

Strong positioning is the only way to make that clear.

Who better to discuss this with than positioning expert @aprildunford?

Listen here: https://t.co/LQcnufL2lM

[Sirkin Research @SirkinResearch]

With saturated digital channels and a competitive market, you need to find ways to stand out with your messaging. #marketing

[Sirkin Research @SirkinResearch]

When you KNOW what matters to your buyers, your messaging feels like you're speaking directly to them.

Any misalignment makes a difference. So, being off with your messaging can make you miss out on a much larger opportunity.

That’s why knowing beats guessing, every time.

[Sirkin Research @SirkinResearch]

If marketers already knew what their customers wanted, they wouldn’t have any trouble finding more of them. #customerresearch #marketresearch

[Sirkin Research @SirkinResearch]

Every company should talk to their best customers.

They may have found a new use case, different benefit, a hidden feature that we didn’t view as important.

Find out what actually matters to them, then build that into your marketing and show potential customers the gold! #b2b

[Katelyn Bourgoin 🧠 @KateBour]

Many marketers confuse listening to their customers with just asking them what they want

It’s not the same

Don’t ask your customers what they *think* they’ll do

Observe them and ask them about what they’ve *actually* done

Behaviours > Opinions

[Sirkin Research @SirkinResearch]

2 benefits to 3rd party research:

1. It’s hard to get away from your assumptions to create an objective survey that’s not leading/biased.

2. Outsourcing lends credibility. This is true from a PR perspective, but Google sees it as more credible as well. #customerresearch

[Sirkin Research @SirkinResearch]

Test your messaging by talking to your employees.

Find a new employee or one in a less technical role. Ideally, they're not very familiar with internal jargon.

If they can’t understand your messaging with their knowledge as an employee, your ICP won’t understand it either.

[Sirkin Research @SirkinResearch]

@DomKent Everybody Writes by @MarketingProfs!

[Sirkin Research @SirkinResearch]

Brands are full of ideas to engage audiences in new ways.

But, out-of-the-box experiences aren’t guaranteed to land with audiences.

To ensure yours do, conduct research.

[Katelyn Bourgoin 🧠 @KateBour]

A buying trigger is a moment when a customer moves from being blissfully unaware that they may need a solution like yours...

To entering the buying journey

If you understand these trigger events, you can get in front of buyers sooner with better offers

Here are 4 examples:

[Sirkin Research @SirkinResearch]

Have you listened yet? https://t.co/zR4TsKJlGz

#marketingpodcast #marketingpodcasts

[Sirkin Research @SirkinResearch]

Zero click content provides immediate value on its own.

It offers enough upfront so that people WANT to click for more but don’t HAVE to.

To learn about @amandanat's zero click content framework and how you can put it into action today, listen here: https://t.co/zR4TsKJlGz

[Sirkin Research @SirkinResearch]

Zero click content provides immediate value on its own.

It offers enough upfront so that people WANT to click for more but don’t HAVE to.

To learn about @amandanat's zero click content framework and how you can put it into action today, listen here: https://t.co/zR4TsKJlGz

[Sirkin Research @SirkinResearch]

How do you get buy-in to conduct buyer research?

Show how the results impact:
- Positioning
- Sales Enablement
- Messaging
- Product Roadmap
- Content

Sell leadership on the short-term value of the demand content & entice them with how insights will drive revenue long-term.

[Sirkin Research @SirkinResearch]

Have you listened yet? https://t.co/5N1xg7PnxK

[Sirkin Research @SirkinResearch]

To resonate with buyers & turn them into customers, you need to know the right buyer to target & have the right messaging.

Long story short: you have to get into the minds of your customers.

Listen here to learn Victoria Sakal’s full funnel framework: https://t.co/5N1xg7PVni

[Sirkin Research @SirkinResearch]

Buyer research helps you:

‣Develop messaging for each audience segment
‣Position products to align w/ market needs
‣Identify benefits & features to highlight
‣Learn buyers' pain points & priorities
‣Find your market's language

It's the key to all other marketing channels.

[Sirkin Research @SirkinResearch]

To resonate with buyers & turn them into customers, you need to know the right buyer to target & have the right messaging.

Long story short: you have to get into the minds of your customers.

Listen here to learn Victoria Sakal’s full funnel framework: https://t.co/5N1xg7PVni