Inbound Marketing - 10 Best Practices Every Marketer Should Know and Use A great way to start is by creating semi-fictional buyer personas. These characters represent groups of target customers, and their needs and rationales for choosing to use (or not use) your products or services. Segmentation is key here. While it’s counterproductive to have too many personas, it’s also important to distinguish different groups within your target audience. This way, you can connect with them on a more personal level. Image source: inalign - Content Mapping for the Buyer's Journey Once you’ve designed personas on the basis of real-life research, you need to thoroughly map out the buyer’s journey. This way, you can ensure that your messages will target the right people at the right time. #3. Enhance Your Lead Nurturing Efforts Getting your timing right is crucial when communicating with leads. The purpose of lead nurturing is to make the potential customer sales-ready, so that your sales team can more easily convert them. But it’s easy to make the mistake of sending too many messages to qualifying leads at disorganized times, which might make them think twice about subscribing to your emails. Created by inSegment www.insegment.com 5