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Positioning & Messaging

How Radio Shack lost their buyer focus and their business

I was saddened by Radio Shack’s recent bankruptcy filing. Its convenient stores and helpful staff are easy to find in any city I’m visiting. There is even a store in…
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Practitioner Perspective: The 6 Most Important (Surprising) Things I’ve Learned From Doing B2B Buyer Personas

This post is contributed by Gordana Stok, a Certified Practitioner of the Buyer Persona Institute methodology. Last year I decided to learn how to develop buyer personas so that I…
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The 5 Marketing Lessons I Learned From My 5 Years in Sales

One of the life experiences I credit most for teaching me about marketing was the five years I spent in sales. I came to that job in a roundabout way…
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Deloitte Case Study is a Powerful Endorsement for Buyer Personas

One of the hardest parts of bringing our Buyer Persona model into practice actually comes after the project is completed. We’ve accomplished so much with the client, working with them…
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Top 10 Things the B2B Buyer Persona is Saying About Your (Content) Marketing

Maybe I missed it, but I haven’t seen David Letterman do this one, so I want to tell you what B2B buyers tell us about marketing’s influence on their decisions….
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Buyer personas get personal

Working on a buyer persona for a chief information officer last week, my client listed the predictable pain points on the flip chart — shrinking budgets, conflicting priorities, legacy solutions…
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Right-brained or left-brained marketing

I grew up thinking I’d be a fashion designer. My foray into the computer industry was accidental and (I thought) temporary. There’s a long story here, but the short version…
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Topics

  • Advertising (1)
  • B2B (22)
  • Buyer Personas (14)
  • Buying Criteria (5)
  • Content Marketing (3)
  • Good Use of Personas (6)
  • Leads generation and nurturing (2)
  • Market Research (8)
  • Marketing ROI and Sales Leads (2)
  • Positioning & Messaging (7)
  • Product Marketing Redefined (5)
  • Public Relations (3)
  • Sales people (3)
  • Technology Buyers (3)
  • Uncategorized (7)
  • Who Needs This (1)
  • Win/Loss (3)

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