News feeds listen to the market for you

The best way to get to know your buyers costs nothing and takes no effort whatsoever. Establish a news feed (Google offers one, for instance) based on the keywords you think matter to your buyers. Set your preferences to get a daily email  with links to any new web content and blogs published on that subject. If you notice that there is a lot of information you don't want, refine the keywords until you see valuable results.

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Topics: Advertising, B2B, Market Research, Positioning & Messaging, Public Relations, Software, Technology Buyers

Forrester on persona-based marketing

If you've ever tried to convince your management that the company needs to throw out the checklist and focus on persona-based marketing, you will be happy to know that Forrester is on your side. I just saw analyst Peter Kim's post about a report entitled Reinventing the Marketing Organization.  It was well worth the $300 price tag just to hear another voice saying that marketing isn't about creative promotional tactics anymore, that marketers need to become business strategists who have deep insight into buyer and customer personas.

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Topics: Product Marketing Redefined

More companies should talk turkey

As I was preparing my Mary's free range turkey for the oven I saw this notice on the wrapper:

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Topics: Advertising, Good Use of Personas, Positioning & Messaging, Public Relations

Checklist marketing is such a waste

While scanning the latest issue of Dwell Magazine this morning I saw an interesting CaesarStone sink that might work in our new bathroom. So I went to the advertised web page to find the "all-new Embellish collection". Nothing. I saw the CaeserStone in a store last week and they didn't have this new kind. I really want more info. Hmmm. If it's "all new" maybe there's something in the "Latest News" tab. Nope. So I click on the "Products" tab. Still nothing about Embellish. I see that there's a toll-free number in the ad, but it's the weekend and tomorrow I've got other things to do.

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Topics: Advertising, Launch, Who Needs This

Messaging to no one in particular

This is a hot topic for just about everyone in the tech industry. Get a product manager who thinks he has a great product into a room with a marketing manager who believes in benefits statements and see if anyone has a data-driven discussion about the buyer's needs. I'm on a mission to harness the resources spent on making stuff up and reallocate all of this wasted time to understanding the buyer personas -- the details about the target buyers that you are trying to reach. Is your current message likely to motivate your buyer to say, hey, I might want to do business with that company? Or does it sound like everyone else's blah, blah, blah?

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Topics: Uncategorized

What the bleep is a buyer persona

Thank you for asking – this is definitely my favorite topic.

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Topics: B2B, Buying Criteria, Market Research, Positioning & Messaging, Public Relations, Technology Buyers, Writing

Solution marketing should mean something

I'm looking for support for a new rule that restricts marketers from using the trendy "solution marketing" term until they can demonstrate that they know what problems their buyers want to solve. I don't know how this rule gets implemented, of course, but isn't everyone tired of the idea that a solution is just an internally convenient combination of products and services? How many marketers have used Microsoft Word to perform a "Find and Replace" function, substituting "solution" for "product" and, presto, the company is selling solutions!

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Topics: Advertising, B2B, Product Marketing Redefined, Public Relations, Technology Buyers

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