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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Sales people
Gartner says: Sales and marketing influences just 32% of B2B buyer’s journey
I am fascinated by a recent Gartner study about the journey of 700 enterprise buyers across the U.S., EMEA, Brazil, India and China. According to a recent interview with Hank…
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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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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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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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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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Close the Gap Between Sales and Marketing With Buyer Personas
I rarely mention it, but I spent a year of my marketing career as a sales rep. I was in a marketing role at a software company/hardware reseller when I…
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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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Marketers need to find a premium-price position for mature products
Almost every product eventually runs out of room to add capabilities that really matter to new buyers. Unless the company can find a premium-price position, the sales people will struggle for every deal through hand-to-hand combat and discounting.
