Power to the Soccer Mom: How Just One Buyer Persona Revealed This Winning Strategy

soccer momI like to learn about marketing in unexpected places. The U.S. presidential campaigns are especially fascinating because they represent a “high consideration” decision where, like many B2B products, you don’t know exactly what you’re going to get until the deal is done and you “install the solution”.

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Topics: B2B, B2B marketing, buyer persona, Buyer Personas, Good Use of Personas, messaging, political marketing, Positioning & Messaging, Public Relations, Uncategorized

The 5 Marketing Lessons I Learned From My 5 Years in Sales

Spotlight on 5One of the life experiences I credit most for teaching me about marketing was the five years I spent in sales. I came to that job in a roundabout way – a division of Wells Fargo Bank wanted a paperless office and asked me to make that happen. I knew nothing about technology (and ultimately failed to create paperless-ness) but I quickly fell in love with computers.

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Topics: B2B marketing, B2B sales, buyer persona, Buyer Personas, Leads generation and nurturing, marketing management, Marketing ROI and Sales Leads, marketing training, Positioning & Messaging, sales management, Sales people, sales training, Uncategorized

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

How Many Segments Does Caterpillar Have? Buyer Personas Supply the Correct Answer

One of the most important decisions a marketer needs to make is segmentation – how to determine the essential differences between customer groups and effectively market to them.

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Topics: B2B, B2B marketing, buyer persona, Buyer Personas, Buying Criteria, content marketing, Content Marketing, Good Use of Personas, market segmentation, marketing messages, Positioning & Messaging

Hot Off the Press: The Buyer Persona Manifesto, 2nd Edition

It’s been ahotoffthepresslmost three years since I published The Buyer Persona Manifesto, and so much has changed.

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Topics: B2B, B2B marketing, buyer persona, Buyer Personas, Buying Criteria, content marketing, Content Marketing, Good Use of Personas, Leads generation and nurturing, Market Research, Marketing ROI and Sales Leads, marketing strategy, messaging, positioning, Positioning & Messaging, Product Marketing Redefined, Public Relations, Uncategorized

But What Do Our Buyer Personas Want?

People ask me why I decided to focus on buyer personas.

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Topics: B2B, B2B marketing, buyer persona, Buyer Personas, content marketing, Leads generation and nurturing, Market Research, market research, marketing plans, marketing strategy, messaging, Positioning & Messaging, product marketing, strategic marketing, Writing

Deloitte Case Study is a Powerful Endorsement for Buyer Personas

One of the hardest parts of bringing our Buyer Persona model into practice actually comes after the project is completed.

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Topics: B2B, B2B marketing, buyer persona, Buyer Personas, content marketing, Content Marketing, Good Use of Personas, messaging, Positioning & Messaging, sales enablement, Sales people, Uncategorized

Jan. 1 Fails to Inspire B2B Buyer Persona Resolutions … Do You Know What Does?

Top 10 2014 Resolutions Top Resolutions for 2014
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Topics: B2B marketing, buyer persona, Buyer Personas, Buying Criteria, content marketing, Content Marketing, lead generation, Leads generation and nurturing, marketing messages, Marketing ROI and Sales Leads, Positioning & Messaging, Uncategorized

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

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