How to Gain the Singular Focus That Distinguishes All Successful Marketers

I used to think that creative genius and rare intelligence separated great marketers from those who toil away in relative anonymity. It was easy to imagine that something as unmanageable as luck and native talent determined one’s place at the top of the marketing profession.

Read More

Topics: B2B marketing, buyer persona, Buyer Personas, Market Research, market research, Product Marketing Redefined, strategic marketing, Uncategorized

Why Marketing Needs a Perceived Core Competency

When I ask B2B marketers about their personal priorities, they describe their desire to participate in strategic, high value decisions. Too often, this goal stands in stark contrast with their stories about a typical workday, toiling away with little more autonomy than a production-line factory worker.

Read More

Topics: B2B, B2B marketing, buyer persona, Buyer Personas, Good Use of Personas, Market Research, Positioning & Messaging, Product Marketing Redefined, Public Relations, strategic marketing, Uncategorized, Win/Loss

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.

Read More

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

Are you on first-name terms with your buyer personas?

In your marketing strategy meetings, do you discuss Jason’s reaction to the new launch, and why Sharon is the target for the upcoming campaign?

Read More

Topics: B2B, B2B marketing, buyer persona, Buyer Personas, content marketing, Good Use of Personas, market research, marketing strategy, Product Marketing Redefined, Uncategorized

Should marketing report to sales? Aaack to that!

The Chartered Institute of Marketing (CIM) thinks it knows how to solve the problems with sales and marketing alignment. According to a just-released report, within 10 years, marketing will report directly to sales.

Read More

Topics: B2B marketing, Buyer Personas, CIM Marketing and Sales Fusion, Product Marketing Redefined, sales and marketing alignment, Uncategorized, Who Needs This

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.

Read More

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”.

Read More

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

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:

Read More

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

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?”

Read More

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

Read More

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

Categories

See all

Archives