Tag Archives: marketing

Why Identity/Biometric Prospects of Marketing and Writing Firms Benefit from Specificity

Bredemarket markets to identity/biometric firms that market to their own prospects.

And this quote from Aja Frost at HubSpot is relevant to anyone who markets to anyone, and wants to attract attention from people using Google Gemini, ChatGPT, and other large language models to answer questions. You need to practice answer engine optimization (AEO).

“In the old world, you’d be publishing ‘The Ultimate Guide to Content Marketing.’ And in the AEO world, you are publishing ‘The Ultimate Guide to Content Marketing If You Work at a Logistics Company in New Jersey’ because answer engines surface highly relevant, contextualized, tailored information to every person who is using them.“

HubSpot preaches something very similar to Never Search Alone: when you cast a wide net, there are too many holes.

Google Gemini.

This reminded me that I need to narrow my focus whenever possible and address the issues important to marketing leaders at identity and biometric firms.

What types of “highly relevant, contextualized, tailored information” do identity/biometric prospects need?

What types of customer-focused benefits resonate with them?

How can a biometric product marketing expert help identity/biometric firms?

Why don’t you ask me, and we can work together to create that highly relevant content?

I Heartily Agree

Here’s a quote from Runar Bjorhovde, senior analyst for smartphones and connected devices at Omdia.

“I think the biggest step many biometrics players can take to prove their importance is within marketing — in addition to maintaining their current innovation. Actually explaining why these sensors are so important and what they enable can massively help to simplify them to users, consequently making the value easier to understand.”

I heartily agree that the “why” is important.

Mary the Marketing Leader

Back in 2022 I worked on various prospect personas, described in Word documents. Although I feel that personas are overrated, they do serve a purpose.

In those days, to use the persona you would have to read the Word document and evaluate your content against what you just read.

It’s different today with generative AI.

I spent Tuesday evening writing a persona specification for “Mary the Marketing Leader,” the persona for Bredemarket’s chief prospect. This is something I would enter into Google Gemini as a prompt. “Mary” would then ask me questions, and I would ask her questions in turn.

As of December 23 (yeah, this is a scheduled post), the persona specification has 30 bullets arranged into four sections: role, context, tone and constraints.

And no, I’m not going to share it with you.

One reason is that I don’t want to share my insights with my product marketing expert competitors. This is pretty much a Bredemarket trade secret.

The other reason is that some of my bullets are brutally honest about Mary, and even though she’s fake, she still might take offense about the things I say about her. One example:

“When working with product marketing and other consultants, Mary sometimes takes a week to provide feedback on content drafts because higher priority tasks and emergencies must be handled first.”

Such comments are all through the specification, so you’re not gonna see it.

But maybe you’ll see the benefits of this specification and use the persona, tweak it, and use it again.

For example, I’ve already learned that my 30 years of identity experience can resonate with MY prospects, as can my statement “I ask, then I act.”

Now I just have to recast Bredebot as a persona specification. That will help me immensely.