2020 Success: Build Marketing Around The Buyers' Needs, Not Yours

 

The close of 2019 and dawning of 2020 marks several important events, in addition of course to the holidays. Tis the season to be insightful, as the business world launches its annual rite of strategic marketing planning. Deck the boardrooms with white boards and sticky notes! Gotta get that new marketing plan in place and blasted out to the team to start the New Year with a bang.

And everyone will rally behind this brilliantly conceived plan, leveraging its insights and directives as catalysts for driving sales and profits to new heights. Right?

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Topics: business planning, buyer insights, competitive marketing, competitive strategy, content marketing

Be An Experience Disrupter! Don’t Go On A Fool’s Errand Trying To Personalize Every Buyer

 

HubSpot CEO and founder Brian Halligan informed and entertained a packed house during his keynote at the recent Inbound 2019 conference. His theme was familiar, and one with which I fully concur: ‘How you sell is how you win.’

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Why Marketers Struggle to Reach Buyers Early in their Journey

What is the pain that shoves your buyers off the fence, and gets them looking for a solution like yours?

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Topics: B2B, Buyer Personas

The Problem With Buyer Persona Survey Questions

I’m always reading what other people have to say about buyer personas, looking for new ideas and successful outcomes, but I keep coming across marketers making the same tremendous mistakes again and again: trying to find insight where there is none.

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Topics: Buyer Persona Surveys

How Many Buyer Personas Does Your B2B Company Really Need?

Marketing strategies constantly evolve around fresh ideas and new tactics. Done correctly, buyer personas serve as guardrails to keep you from veering off track.

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Topics: B2B, Buyer Personas, persona marketing, strategic marketing

Market Research Mistakes Your Company Should Watch Out For

Do the best marketing strategies come from market research or buyer persona research?

It’s not a trick question—these are completely different approaches, although many marketers get them confused.

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Topics: B2B, B2B marketing, buyer persona, Buyer Personas, content marketing, Market Research, market research, marketing surveys, Uncategorized

Are Answers to Buyer's Questions the New Marketing Currency?

This is a serious issue that every marketer, brand, agency and tech team need to address. It’s simple - now that digital media and advanced technology have transferred control of the buying journey to the buyers, anything they don’t want is a complete waste of time and budget.

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Topics: B2B, Buyer Personas

A Story About a Boat Explains Why Buyer Persona Insights Aren’t Obvious

“I have an appointment with a sales person tomorrow.” We were having a leisurely breakfast at our favorite café, and yet my husband’s tone was tortured, almost as if the subject was an upcoming root canal. “I can’t help it,” he said dismally. “I’ve gone as far as I can without talking to their sales guy.”

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Topics: B2B, Buyer Personas

Marketing Plans Should Start with the Buyer’s Needs - Not Yours

I can’t blame marketers for avoiding the development of marketing plans, launch plans or any other version of a strategic plan. This apparently reasonable request usually requires countless hours of writing and revisions, only to be filed away in some dusty online folder.

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Topics: Buyer Personas, Buying Criteria, Content Marketing, Good Use of Personas

Really Bad News about the Real Buyer's Journey

Across thousands of buyer interviews spanning dozens of industries, there is one aspect of almost every buyer’s journey that is pervasive and absolutely terrifying –

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Topics: Buyer Personas, Buying Criteria, Content Marketing, Good Use of Personas

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