You may have heard that buyer personas are a vital tool for salespeople, and wondered if you should feature them in an upcoming launch or sales kickoff. The first point…
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Launch
How I chose a PR firm to launch my new book
I just made an important buying decision. Since Wiley will release my first book on March 9, I wanted to hire a PR firm to do the launch right. I…
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Big News from Buyer Persona Institute
You might have noticed that I haven’t published updates on this blog and that my presence on social media has been scarce over the last few months. I wish I…
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Upcoming Online Seminar: Using Buyer Personas to Make an Impact on Marketing ROI
This Thursday, I’ll deliver an online seminar at Marketing Profs that I’m really excited about. I’ve delivered countless presentations about the need for effective buyer personas, but this is the…
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Got Buyer Personas? Take One More Step Before Sharing Them With Your Salespeople
If you’ve been reading this blog, you’re well aware of the impact that properly-constructed buyer personas can have on sales and marketing. But – and this might seem strange –…
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How to Rock Your Content With Just 5 Buying Insights
Given the big investments that companies make in content marketing, you’d think that buyers would be impressed. You’d also expect that company executives would be enthusiastic about marketing results. Yet,…
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My Personal Journey to Buyer Expert: What the 1986 Challenger Disaster Taught Me About Marketing
It was 8:30 a.m. Pacific Time on January 28, 1986. This would be my second day as an Account Executive at Regis McKenna, the PR firm that Apple, Intel and…
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Bad news or good news? You decide.
A recent engagement started with a familiar problem – the client wanted a single value proposition for a proposed suite of solutions that includes four existing products. The messaging would…
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What David Meerman Scott’s success says about choosing a place to focus
Today David Meerman Scott launched his 8th book, “Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage.” I’ve just read it and…
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Need leads? Target your buyers based on their view of the problem
Marketers who find it frustrating to source qualified leads might be surprised to learn that buyers are equally frustrated about sourcing qualified solutions. Assuming you’re marketing a product that solves…
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