Does Marketing Matter? Buyer Personas are Rewriting the Rules About ROI

For nearly a dDoes Marketing Matterecade, I developed and led a marketing workshop for Pragmatic Marketing, the leader in training courses for B2B product managers and marketers.  I wrote this article for the Fall issue of Pragmatic Marketer Magazine, released yesterday in celebration of the company’s 20th anniversary.

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Topics: B2B marketing, buyer persona, Buyer Personas, Content Marketing, Good Use of Personas, Leads generation and nurturing, Market Research, market research, Marketing ROI, Marketing ROI and Sales Leads, Positioning & Messaging, Pragmatic Marketing, Product Marketing Redefined, Uncategorized

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

Marketing ROI, Sales Leads and the Search for Credibility

Solutions that report on marketing results have been around for decades. Demand for useful data has produced mature marketing automation solutions at prices that make them affordable for companies of every size.

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Topics: B2B marketing, buyer interviews, buyer persona, Buyer Personas, Leads generation and nurturing, Market Research, Marketing ROI, Marketing ROI and Sales Leads, Positioning & Messaging, sales leads, Uncategorized, win loss, Win/Loss

Listen first, then talk to your buyers

How much time do you spend truly listening to buyers and customers? Marketers get little, if any, quality time with the real people they hope to persuade to listen to them.

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Topics: B2B, buyer persona, Buyer Personas, competitive strategy, content marketing, lead generation, Leads generation and nurturing, Market Research, market research, Positioning & Messaging, Uncategorized

[Free new eBook] For Compelling Content, Let Your Buyers Be Your Guide

If you’ve developed buyer personas, does your content show it?  When persona-guided content looks much the same as it always did, it's a sign that the underlying personas are missing key insights.

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Topics: B2B, buyer persona, Buyer Personas, content marketing, content marketing world, Leads generation and nurturing, marketing content, Positioning & Messaging, Uncategorized, Win/Loss, Writing

B2B marketers won this complex sale

I’ve always suspected that B2C marketers got far more respect than those of us in the B2B world.  While well-marketed B2C products seemed to sell themselves, the sheer complexity of matching B2B products to a particular buyer’s needs appeared to position Sales as the permanent source of meaningful revenue results.

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Topics: B2B marketing, B2C marketing, buyer persona workshop, Buyer Personas, Buying Criteria, Good Use of Personas, Leads generation and nurturing, Positioning & Messaging, Product Marketing Redefined, sales enablement, Uncategorized, Win/Loss

Ask interesting questions to hear how buyers think

Imagine that you’re at a party with a group of acquaintances and the woman standing next to you announces her weekend plans – she’ll be painting her apartment. Which of the following would you be most likely to ask:

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Topics: B2B, buyer persona, Buyer Personas, Buying Criteria, buying process, Leads generation and nurturing, Market Research, product marketing, Product Marketing Redefined, Uncategorized, win loss, Win/Loss

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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