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

Premier episode of Mad Marketing TV is about Buyer Personas!

At noon Eastern time today, a new web TV channel focused exclusively on practical content for marketers is going live with its first weekly episode.

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Topics: buyer persona, buyer persona video, Buyer Personas, Good Use of Personas, persona marketing, Product Marketing Redefined, Uncategorized

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

Marketers need to find a premium-price position for mature products

James’ email question was logical – “This is a solution that hasn’t changed much in years, and the market is really mature. So we know a lot about how our buyers think. Is there a simplified way to make sure that our messaging is on target?”

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Topics: B2B, B2B marketing, buyer insights, buyer journey, Buyer Personas, Buying Criteria, buying process, discounting, Good Use of Personas, Market Research, persona marketing, positioning, Positioning & Messaging, premium pricing, product marketing, Product Marketing Redefined, research, Sales people, Technology Buyers, win loss, Win/Loss

Persona marketing ebook available . . . please pass it around

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Topics: B2B, Buyer Personas, Good Use of Personas, Market Research, persona ebook, persona marketing, Positioning & Messaging, Product Marketing Redefined, product marketing training, Technology Buyers, Uncategorized

For Short Messages, Be Specific About Value

Am I the only one who has noticed that the typical short (<25 word) marketing statement communicates almost nothing of value?

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Topics: Buyer Personas, Buying Criteria, messaging, persona marketing, Positioning & Messaging, Writing

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