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.

Read More

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

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”.

Read More

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

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.

Read More

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

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.

Read More

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

PR Agency Uses Buyer Personas to Simplify Marketing

I’m excited to see more marketing agencies among our workshop attendees because by training just one agency to develop actionable buyer personas, we can help many more companies.

Read More

Topics: B2B, B2B marketing, buyer persona, Buyer Personas, Good Use of Personas, Marketing agency, Positioning & Messaging, PR, Public Relations, Uncategorized, Writing

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

Orbitz Reveals Too Much About Mac Buyer Persona

I’m frequently asked for examples of buyer personas, but my clients never allow me to share their findings publicly. That's because the insights they discover about their buyers are non-obvious and therefore the source of significant competitive advantage.

Read More

Topics: buyer persona, Buyer Personas, Buying Criteria, Good Use of Personas, Market Research, marketing, product marketing, Public Relations, Uncategorized, Who Needs This

Marketing lessons from 'the other' Adele

Watching the Grammys last week, I was captivated by the acclaim for Adele, who dominated the night with six awards, including best song, best record and best album.

Read More

Topics: buyer persona, Buyer Personas, Good Use of Personas, messaging, positioning, Positioning & Messaging, product marketing, Public Relations, 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

Trigger Your Own World Wide Rave

My friend David Meerman Scott has done it again -- he's written another book that is perfectly aligned with the needs of his buyer persona. The new book is "World Wide Rave: Creating Triggers that Get Millions of People to Spread Your Ideas and Share Your Stories."

Read More

Topics: Public Relations

Categories

See all

Archives