You may have heard that buyer personas are a vital tool for salespeople, and wondered if you should feature them in an upcoming launch or sales kickoff. The first point is that although personas can appear deceivingly simple to create, the most common paths used
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I 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.
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You might have noticed that I haven’t published updates on this blog and that my presence on social media has been scarce over the last few months. I wish I could tell you that I’d been sailing the seas or lolling around on a beach
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This Thursday, I’ll deliver an online seminar at Marketing Profs that I’m really excited about. I’ve delivered countless presentations about the need for effective buyer personas, but this is the first time where I’ve got 90 minutes to focus on how to effectively use them.
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If you’ve been reading this blog, you’re well aware of the impact that properly-constructed buyer personas can have on sales and marketing. But – and this might seem strange – for best results, you don’t want to send your personas straight to the sales team.
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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
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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
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A recent engagement started with a familiar problem – the client wanted a single value proposition for a proposed suite of solutions that includes four existing products. The messaging would drive the development of their content marketing assets and help the sales people cross-sell the
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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
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Marketers who find it frustrating to source qualified leads might be surprised to learn that buyers are equally frustrated about sourcing qualified solutions. Assuming you’re marketing a product that solves a pervasive problem (a topic for another post), there is no shortage of buyers who
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Founded in 2010 so that you can know your buyers’ personas through actionable insights into their entire buying experience.
