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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Marketing ROI
Does Marketing Matter? Buyer Personas are Rewriting the Rules About ROI
For nearly a decade, I developed and led a marketing workshop for Pragmatic Marketing, the leader in training courses for B2B product managers and marketers. I wrote this article for…
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Marketing ROI, Sales Leads and the Search for Credibility
Solutions that report on marketing results have been around for decades. Demand for useful data has produced mature marketing automation solutions at prices that make them affordable for companies of…
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