For me, creating buyer personas has been key to truly understanding the person on the other side of the screen. These fictional profiles have helped me understand what makes my buyers tick, what keeps them up at night, and what …
Let’s be honest – chances are that what your small business offers to its clients is not very much different from what is provided by dozens, probably hundreds of other companies (the number depends on what kind of business you
In 1898, Elias St. Elmo Lewis, an eventual inductee of the Advertising Hall of Fame, anonymously wrote a column about three advertising principles he found useful throughout his career in a printing magazine called The Inland Printer, one …
Buyer personas are a crucial component of successful inbound marketing, particularly for the sales and marketing departments. After all, the marketing team needs to know to whom they are marketing, and the sales team needs to know to whom they …
There are currently 80 million Millennials in the U.S. – nearly one-fourth of the total population. And, with an annual buying power of $200 billion, they are the most lucrative market. Plain and simple: Nearly every marketer today is …
It’s commonly known that buyer personas are essential to any successful inbound marketing strategy. But, in the B2B industry there have been some interesting (and even seismic) shifts in the last two years, causing the need for the buyer personas …
So, it turns out that Hollywood screenwriters have quite a lot in common with professional marketers.
First of all, there are thousands (if not millions) of both of them, all trying to make a living through forging a connection with …
The most important and valuable piece of knowledge any business can have is the deep understanding of who their customer is. When speaking with sales and marketing organizations across North America, I share that the most important question a …
Creating buyer personas is an essential part of building a successful inbound marketing strategy. Buyer personas help you better understand your current and potential customers, what their pain points are, what information they need, and how you can position your offering …
Whenever people ask for a primer on inbound marketing, I always start by talking about buyer personas. Why? Because without knowing who your ideal customers are — their backgrounds, goals, challenges, and so on — it’s very difficult to create an effective …
For most marketers, the buyer persona is one of the first things developed when beginning work on a new campaign. In an ideal world, you have time to carefully craft personas through a combination of internal stakeholder discovery and direct …
In the sales and marketing world, there are few issues that are getting more attention than the issues surrounding lead management and follow up. In my experience, clarity around lead management, qualification and response times are the crucial linchpin to …
Imagine walking into your favorite coffee shop. It still looks and smells the same, but something is off.
As you approach the counter, ready to order the usual, it hits you – this place is being run by robots.
These …
Creating buyer personas is an important part of a successful inbound strategy.
These semifictional representations of your ideal buyers help you understand your customers better; and when you understand your customers better, you can create content better geared toward them. And …
