I’m concerned that so many people think that buyer personas begin and end with a description of a person. This demographic approach to buyer personas typically results in far too…
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Product Marketing Redefined
What’s Different About B2B vs. B2C Marketing?
I’ve seen this question posed to several of the industry’s most renowned marketing experts, but I have never heard a really good answer. The differences between B2B and B2C remain…
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Ask interesting questions to hear how buyers think
Imagine that you’re at a party with a group of acquaintances and the woman standing next to you announces her weekend plans – she’ll be painting her apartment. Which of…
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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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Forrester on persona-based marketing
If you’ve ever tried to convince your management that the company needs to throw out the checklist and focus on persona-based marketing, you will be happy to know that Forrester…
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