In the past few years "buyer personas" have become a standard marketing tool or concept. Unfortunately for many, they have become another "box to check" on the ever-growing list of things marketers must do...
We've recently completed interviewing CEOs worldwide about their company's purchasing process, and their individual contribution. It has reinforced our view that some or all of what companies think they know about their prospects is yesterday's news. The pace of change is astounding: Basic needs are...
In marketing circles these days, it has become “fashionable” to include buyer or prospect “personas” as part of your marketing toolkit. And for good reason-these life-like descriptions of your prospects as individual people can help you hone sharper content marketing messages, deliver them more...
During a research interview on behalf of a highly innovative tech manufacturer, I asked a customer, what this company’s greatest strength is. The answer-my sales rep. B2B Prospecting Is Personal It’s a tenet of my marketing belief system and a strong competitive...
If you’re old enough to remember when Al Gore invented the internet, it’s been interesting to watch the world of technology marketing become the world of marketing technology… But be careful what you wish for. We have taller and taller technology stacks that promise more ways...
I was going through some old family photos the other day. Wonderful memories of days long ago that I am digitizing to ward off the ravages of time. But, in one sense, I was preserving the ravages of time. Unfortunately, the copy can never be better...
The most valuable part of any research is the insight. That nugget of truth that expands your understanding and guides strategy and messaging. Digging for insights isn’t easy—you have to go beyond the surface and get some dirt under your nails. And gasp! you may...
The river between sales and marketing runs cold and deep. We can see each other’s camp on the opposite bank, just out of range. That we all work for the same corporation is often the irritant, yet I have seen how much success is generated...
We cram a lot of hopes and expectations into content marketing—that prospects will have a preference for our brand and use our content as stepping stones in their consideration journey. Expectations do not decrease. We need content to work harder....