By Lauren Dichter, Marketing Consultant at Heinz Marketing

My first work trip came and went quickly, but it still had a large impact. Over the course of just two days of programming, I took 15.5 pages of handwritten notes! Everyone at the MarketingProfs B2B Forum came there hoping to learn new strategies, tools, and tips n’ tricks to try out at their own organization.

Here’s Part I of what I personally found to be the most valuable takeaways (along with the sessions they came from and brief explanations):

  1. Use Mind-Mapping to Understand Prospects
  • Session: The Unwritten Rules of Persuasion: The Science Behind the Words and Actions That Win People Over
  • Speaker: Jamie Turner, CEO of

When first starting to develop buyer personas, it’s easy to get inundated with overlapping ideas about a specific person’s roles, titles, attitudes, aspirations, motivations, pain points, and more. But it doesn’t have to be that way!

A mind map can help marketers turn a long list of information into a colorful, memorable, and organized diagram that aligns with their brain’s natural thinking patterns. Once a prospect mind map is complete and all connections between concepts have been sketched out, it’s easier to present the information in a highly accurate and digestible way.

  1. Assign an Identity for More Effective Messaging
  • Session: The Unwritten Rules of Persuasion: The Science Behind the Words and Actions That Win People Over
  • Speaker: Jamie Turner, CEO of

This idea is best communicated with an example. A study was done testing the correlation between two uniquely worded questions (which asked basically the same thing) and the occurrence of a desired outcome.

  • #1- How important is it to you to vote?
  • #2- How important is it to you to be a voter?

Can you guess which question led more respondents to vote in the upcoming election? It’s #2, the one that assigns an identity. The language subconsciously makes the respondent want to be associated with a title or group of people.

In B2B marketing, we can leverage this finding in our communications with key members of the buying committee by using what we know about personas to tailor effective identity messaging to each one.

  1. Reaching the Buying Committee at your Target Accounts Requires More than ABM; it Requires Measuring and Leveraging Intent Data
  • Session: ABM Nirvana- Reaching the Buying Committee at Your Target Accounts
  • Speaker: Peter Isaacson, CMO of DemandBase

As marketers, it’s key that we ‘touch’ the target personas at our target accounts while they’re in the “initial research” phase. It’s also key that we prioritize target accounts and target prospects so we can tailor the most effective marketing programs to each subset: high priority, medium priority, and low priority accounts and prospects.

And the best way to do that? Gathering the right intent data. We should always be monitoring how the contacts at the organizations we hope to target are interacting with the content on our websites. That way, we can rank and score each contact or account on relative intent and eventually place them into highly targeted campaigns.

Do any of these 3 takeaways seem like they could bolster your marketing efforts? Which one(s)?

Let me know in the comments section below! Part II is coming next month with more key takeaways…