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.

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

What's Different About B2B vs. B2C Marketing?

I’ve seen this question posed to several of the industry’s most renowned marketing experts, but I have never heard a really good answer.  The differences between B2B and B2C remain mysterious – so much so that marketers rarely cross from one side to the other during their careers.

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Topics: B2B, B2B marketing, B2C marketing, buyer persona, Buyer Personas, Market Research, market research, Product Marketing Redefined, Uncategorized

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

Close the Gap Between Sales and Marketing With Buyer Personas

I rarely mention it, but I spent a year of my marketing career as a sales rep.

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Topics: buyer persona, Buyer Personas, Good Use of Personas, sales and marketing alignment, Sales people, Uncategorized

[Free new eBook] For Compelling Content, Let Your Buyers Be Your Guide

If you’ve developed buyer personas, does your content show it?  When persona-guided content looks much the same as it always did, it's a sign that the underlying personas are missing key insights.

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Topics: B2B, buyer persona, Buyer Personas, content marketing, content marketing world, Leads generation and nurturing, marketing content, Positioning & Messaging, Uncategorized, Win/Loss, Writing

Templates and Guidelines for Useful Buyer Personas

Just because you’ve met with internal stakeholders and can tick off buyer pain points-- increasing operational efficiency, reducing costs and minimizing risks—doesn’t mean you know your buyer personas.

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Topics: B2B, buyer persona template, Buyer Personas, persona templates, Positioning & Messaging, Uncategorized, Win/Loss, 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.

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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

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.

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

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.

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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

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.

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

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