Do Sales Teams Want Buyer Personas?

You may have heard that buyer personas are a vital tool for salespeople, and wondered if you should feature them in an upcoming launch or sales kickoff.

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Topics: Buyer Personas, competitive analysis, Launch, marketing personas, Marketing ROI and Sales Leads, sales kickoff, sales launch, Sales people, Win/Loss, win/loss analysis

How I chose a PR firm to launch my new book

thought-leaders-150x93I just made an important buying decision. Since Wiley will release my first book on March 9, I wanted to hire a PR firm to do the launch right. I started out the way most buyers do when they initiate a "high consideration" buying decision. I asked my peers for recommendations.

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Topics: buyer persona, Buyer Personas, buying insights, Good Use of Personas, Launch, launch, messaging, Positioning & Messaging, PR, Public Relations

Big News from Buyer Persona Institute

Buyer Personas You might have noticed that I haven’t published updates on this blog and that my presence on social media has been scarce over the last few months. I wish I could tell you that I’d been sailing the seas or lolling around on a beach somewhere, but in fact I’ve been heads down in my office and barely noticed the passing of spring or summer.

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Topics: B2B, B2B marketing, buyer persona, buyer persona book, Buyer Personas, content marketing, Content Marketing, Good Use of Personas, Launch, Leads generation and nurturing, Market Research, Marketing ROI and Sales Leads, marketing strategy, messaging, positioning, Positioning & Messaging, Product Marketing Redefined, sales and marketing alignment, Sales people, Uncategorized, Writing

Upcoming Online Seminar: Using Buyer Personas to Make an Impact on Marketing ROI

pro_colorful-personas_275x185This Thursday, I’ll deliver an online seminar at Marketing Profs that I’m really excited about.

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Topics: B2B, B2B marketing, buyer persona, Buyer Personas, content marketing, Content Marketing, Launch, Leads generation and nurturing, messaging, Positioning & Messaging, sales enablement, Sales people

Got Buyer Personas? Take One More Step Before Sharing Them With Your Salespeople

danger trip hazardIf you’ve been reading this blog, you’re well aware of the impact that properly-constructed buyer personas can have on sales and marketing. But – and this might seem strange – for best results, you don’t want to send your personas straight to the sales team.

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Topics: B2B, B2B marketing, buyer persona, Buyer Personas, Good Use of Personas, Launch, lead generation, Leads generation and nurturing, marketing messages, Marketing ROI and Sales Leads, sales enablement, Sales people, sales playbook

How to Rock Your Content With Just 5 Buying Insights

Given the big investments that companies make in content marketing, you’d think that buyers would be impressed. You’d also expect that company executives would be enthusiastic about marketing results. Yet, marketers continue to struggle for budget, and buyers regularly tell us that vendor-supplied information isn’t helpful.

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Topics: B2B, B2B marketing, buyer persona, Buyer Personas, competitive marketing, content marketing, Content Marketing, content marketing world, Joe Pulizzi, Launch, Leads generation and nurturing, Lee Odden, Positioning & Messaging, Product Marketing Redefined, strategic marketing, Top Rank

My Personal Journey to Buyer Expert: What the 1986 Challenger Disaster Taught Me About Marketing

It was 8:30 a.m. Pacific Time on January 28, 1986. This would be my second day as an Account Executive at Regis McKenna, the PR firm that Apple, Intel and most of the successful technology companies at that time trusted for their positioning and marketing strategies. I had a bit of marketing experience from my prior tech company job, but frankly, I was filled with anticipation and nervous about working for a famous PR firm.

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Topics: B2B marketing, buyer persona, Buyer Personas, Good Use of Personas, Launch, marketing strategy, Positioning & Messaging, Product Marketing Redefined, Public Relations, Uncategorized

Bad news or good news? You decide.

A recent engagement started with a familiar problem – the client wanted a single value proposition for a proposed suite of solutions that includes four existing products. The messaging would drive the development of their content marketing assets and help the sales people cross-sell the underlying products.

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Topics: buyer persona, Buyer Personas, Buying Criteria, Good Use of Personas, interviewing buyers, Launch, Market Research, messaging, Positioning & Messaging, Sales people, solution messaging, Uncategorized, Win/Loss

What David Meerman Scott's success says about choosing a place to focus

Today David Meerman Scott launched his 8th book, “Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage.” I’ve just read it and am confident that it will be another huge success for David, who is best known for the bestseller “The New Rules of Marketing and PR”.

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Topics: B2B, B2B marketing, buyer persona, Buyer Personas, David Meerman Scott, Good Use of Personas, Launch, newsjacking, persona marketing, product marketing, Product Marketing Redefined, Public Relations, Uncategorized

Need leads? Target your buyers based on their view of the problem

Marketers who find it frustrating to source qualified leads might be surprised to learn that buyers are equally frustrated about sourcing qualified solutions. Assuming you’re marketing a product that solves a pervasive problem (a topic for another post), there is no shortage of buyers who are currently looking for your solution – provided that it matches that buyer’s specific definition of the problem.

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Topics: B2B, B2B marketing, Buyer Personas, buying process, Good Use of Personas, Launch, Leads, Leads generation and nurturing, messaging, Positioning & Messaging, Uncategorized

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