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

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

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

Buyer Personas: Bright Shiny Object or Compelling Strategic Advantage?

How are you positioned? I’m not asking about your products, I’m asking about you, a career marketer who needs to be positioned as an expert that clients or internal stakeholders will trust to market their solutions.

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Topics: B2B marketing, buyer persona, Buyer Personas, content marketing, Good Use of Personas, Market Research, market segmentation, market strategy, messaging, positioning, Positioning & Messaging, Product Marketing Redefined, strategic marketing, target markets

Top 10 Things the B2B Buyer Persona is Saying About Your (Content) Marketing

Maybe I missed it, but I haven’t seen David Letterman do this one, so I want to tell you what B2B buyers tell us about marketing's influence on their decisions. Note that every one of these statements comes from real interviews with actual buyers. After all, we don’t believe in making stuff up about buyer personas.

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Topics: B2B, B2B marketing, buyer persona, buyer persona workshop, Buyer Personas, content marketing, Marketing ROI and Sales Leads, Positioning & Messaging, strategic marketing, Uncategorized, Win/Loss

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.

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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.

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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

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