Marketing ROI, Sales Leads and the Search for Credibility

Posted by Adele Revella on Apr 9, 2013 9:00:22 AM

Solutions that report on marketing results have been around for decades. Demand for useful data has produced mature marketing automation solutions at prices that make them affordable for companies of every size.

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Topics: B2B marketing, buyer interviews, buyer persona, Buyer Personas, Leads generation and nurturing, Market Research, Marketing ROI, Marketing ROI and Sales Leads, Positioning & Messaging, sales leads, Uncategorized, win loss, Win/Loss

Betcha Don't Know Why Your Buyer Persona Makes that Choice

Posted by Adele Revella on May 2, 2012 6:00:59 AM

When I hear about buyer personas built on input from the sales people, I think about all the times that I asked our reps why a customer chose us (or didn’t).

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Topics: B2B, B2B marketing workshop, buyer persona, Buyer Personas, Buying Criteria, Market Research, market research, Positioning & Messaging, win loss, Win/Loss

Ask interesting questions to hear how buyers think

Posted by Adele Revella on Aug 26, 2011 12:27:01 PM

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:

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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

Posted by Adele Revella on Jul 27, 2011 11:00:11 AM

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?”

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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

Unexpected but clear -- How we developed our own persona-focused message

Posted by Adele Revella on Mar 28, 2011 10:49:51 AM

I spent the last few months eating my own dog food – relying on buyer personas to develop the messaging for Buyer Persona Institute and its new workshops. I worked with an incredible team and we are pleased with our core message -- At Buyer Persona Institute, our sole aim is to give your buyers the voice to say: "Here's what really matters to me: please deliver."

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Topics: B2B marketing, buyer persona, buyer persona workshop, Buyer Personas, Good Use of Personas, Market Research, market research, Positioning & Messaging, product marketing, Uncategorized, win loss

A quick, easy way to gather info for buyer personas

Posted by Adele Revella on Nov 15, 2009 7:56:34 PM

For the last few weeks I've been helping a client conduct their win/loss calls, listening to recent buyers talk about how they made the decision both for and against my client's solution. Once again, I was amazed at the useful, surprising information we uncovered, and reminded that buyers actually want to share their experiences.

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Topics: B2B, buyer persona, Buyer Personas, Buying Criteria, Market Research, market research, win loss

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