It is downright scary. Pressure is building to come out of the recession and light a fire undergrowth. Marketers and sellers are responding impulsively. How? Slipping back into a time warp of the ‘80’s. A world filled with focus on product centers, product marketing, selling features and benefits, and the buyer was a target – …
Do Your Buyer Personas Look Like They Are From 1980? Read More »
What exactly is buyer persona development? Recently, this question came from several who have “done personas” but have met resistance or disappointment. Our discussion centered on why the buyer personas developed offered little value. Why No Value? In my conversations helping people, there are two reasons why buyer persona efforts have been met with either …
During the past two to three years, there has been much focus on understanding the buying process, buying cycles, or as some call it – buyer’s journey – of buyers. Due to shifts in buyer behavior towards research and evaluation before sales interactions, we have seen the idea of mapping content to buying stages and …
Month after month, Chief Marketing Officers (CMOs) are confronted with a question. It is a powerful question. If answered with accuracy and in-depth understanding, it can make a profound difference. So profound, it will change the fortunes of the organization. What Is The Question? The question, if answered correctly, will accelerate a company’s ability to …
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 …
Is Your 2014 Sales Strategy Already Doomed By Lack of Information? Read More »
(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 …
Follow the Road to Content Marketing Effectiveness with Buyer Persona Story Mapping Read More »
(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 …
How To Boost Content Marketing Effectiveness with Buyer Persona Scenarios Read More »
(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 …
Accelerate Content Marketing Effectiveness With The Power of Buyer Persona Stories Read More »
