The Marketer’s Challenge In the simplest of terms, marketing’s role is to increase awareness, consideration, and preference for an organization’s solutions among a market of prospective buyers. The end goal…
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Buyer Personas
Full Speed Ahead….
Last week, KS&R was able to officially announce its partnership with Buyer Persona Institute (BPI) and my new role as BPI’s President – Press Release. I won’t sugar coat this,…
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Customers Buy Drills, Not Holes – How to prove your benefits with a focus on features
When I joined an ecommerce company as CMO in early 2000, everyone was trying to cash in on the Internet explosion. Pre-revenue start-ups were enjoying ridiculous valuations, and this company…
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For Breakthrough Results, Demand Authentic B2B Personas
We are shocked to hear anyone say that buyer personas are fictional. Why would anyone rely on fiction for important decisions? And although simple approaches are always appealing, please be…
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Get your Buyer Personas Right with 7 Rules
People often ask us how they can tell if their buyer personas are accurate and actionable. In a recent survey we heard questions such as “How do I really…
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Do Sales Teams Want Buyer Personas?
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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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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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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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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Five New Year’s Resolutions for Marketers (recommended by your buyer personas)
In case you’re looking to make your 2015 New Year’s resolutions a few days after the fact, here’s five your buyers want you to consider. I’ll find the time or…
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