Tag Archives: Persona Buying Cycle

5 Recommendations For Leaving Out-Of-Date Buyer Persona Practices Behind

Companies today are facing challenges to grow yet must do so in new ways.  Finding optimal effectiveness and efficiency in reaching buyers can be elusive.  Confronted with higher expectations by buyers for quality services, better experiences and seamless integration into their business operations.  These factors have B2B organizations on the hunt for deeper understanding of their markets and buyers. Living In The Past Despite these challenges, organizations can operate as if they are living in the past.  This includes existing buyer persona development efforts B2B companies have engaged in.  Not realizing they may actually be putting themselves further behind in…

READ MORE
Tony
Article by

6 Steps To Make Persona-Based Marketing Operational

At one time, we may have been asked to go on a blind date.  Blind dates can be frightening and a cause for much anxiety.  We attempt to picture in our minds what our blind date may look like.  And, we attempt to ask the matchmaker all we can about this person.  We guess and fret on what to wear, what to say, and how to interact with our blind date. For many in B2B organizations, it can feel like a never-ending series of blind dates with customers and prospects alike.  In today’s evolving digital environments, B2B marketers are challenged…

READ MORE
Tony
Article by

Is 80% Of Your Content Marketing A Swing And A Miss?

Lately, recent studies and reports on the effectiveness of content marketing have been sobering.  Content marketing ineffectiveness continues to be a hard-pressed issue for B2B organizations making substantial investments in content strategies.  A new study indicates content may just be playing a hit or miss game. Alert Mikal Belicove, a su_columnist and contributor to Forbes.com, authored a post, Content Marketing Study Suggests Most Content Marketing Doesn’t Work, which alerted me to another perspective.  Mikal’s well-written article referenced a recent study conducted by InboundWriter, which suggest online content marketing is showing little results online. The study involved examining traffic patterns for…

READ MORE
Tony
Article by

The Gap. Can You Fill It? 3 Ways You Can.

How the world has changed.  Yet, how things remain the same.  One thing remaining the same is the gap.  And, how the gap is filled. What Is The Gap? Customers and buyers, no matter the market or industry, are in constant motion to fill the gap.  You see, they have a gap between what is currently happening and what they desire to happen.  This happens on many levels.  For consumers, the gap can be quite urgent.  If your car broke down on a deserted highway, you will have an urgent need to fill the gap.  A car engine running will…

READ MORE
Tony
Article by

Is Your 2014 Sales Strategy Already Doomed By Lack of Information?

Right around the corner, the laborious and angst filled process of planning for 2014 begins.  2014 will be different.  While economic growth will remain sluggish (according to the Congressional Budget Office), businesses are starting to release the chains put around growth spending.  A lot has changed since the meltdown of 2008.  In these short five years, what we know about buying and selling has been turned upside down. The Revolution Continues What we have learned is a buyer revolution is in full swing with buyers now holding the cards.  We are in the midst of it and the revolution shows…

READ MORE
Tony
Article by

Follow the Road to Content Marketing Effectiveness with Buyer Persona Story Mapping

(This is part three of a three part series on the use of Buyer Persona Stories™, Buyer Persona Scenarios™, and Buyer Persona Story Mapping™ to drive effective content marketing strategy.) Getting to see the big picture about customers and buyers today is not easy.  It can be like sitting in an old stadium trying to peak around a su_column to see the field.  When you cannot see the whole field, you are missing the action.  With buying behavior changing rapidly each quarter, not having the big picture on the actions of buyers can set back an organizations significantly. In part…

READ MORE
Tony
Article by

How To Boost Content Marketing Effectiveness with Buyer Persona Scenarios

(This is part two of a three part series on the use of Buyer Persona Stories™, Buyer Persona Scenarios™, and Buyer Persona Story Mapping™ to drive effective content marketing strategy.) Understanding what activities buyers perform as they attempt to solve complex problems has been a challenge in the digital age.  The activities of buyers are no longer transparent and it is harder to figure out what activities directly relate to you and their purchase decision.  Yet, in order to be on the same level with buyers, this is exactly what you need to know. In this three part series, we…

READ MORE
Tony
Article by

Accelerate Content Marketing Effectiveness With The Power of Buyer Persona Stories

(This is part one of a three part series on the use of Buyer Persona Stories™, Buyer Persona Scenarios™, and Buyer Persona Story Mapping™ to drive effective content marketing strategy.) One good trait of a storyteller is they also know about the story of the person or people they are telling a story to.  Knowing how to tell the story in a way that draws them in.  Creating an experience, which can suspend time and make a person believe they are in the story.   This is the goal of content marketing – to tell good stories compelling a buyer to act.…

READ MORE
Tony
Article by

4 Hurdles To Being Customer-Centric (4 Steps to Jump Over Them)

In commoditized markets, B2B organizations are under constant threat of watching their customer base evaporate into thin air.  Getting caught flat-footed as markets migrate to competitors offering newer products and services.  Suffering the consequences of not transitioning from a product-centric company to a customer-centric company. Is Customer-Centric Enough? B2B organizations continue to struggle in the shift from product-centricity to customer-centricity.  This is despite taking extraordinary steps to do so.  Heralding new programs designed to focus the company on their customers.  Implementing customer experience initiatives.  Beefing up customer service capabilities.  Creating new services to improve delivery and implementation.  Yet, today such…

READ MORE
Tony
Article by