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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sales enablement
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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Make Every Word Matter (and Make Sure Your Buyer Personas Tell You How)
There’s a wonderful Mark Twain quote that goes like this “The difference between the almost right word and the right word is really a large matter—’tis the difference between the…
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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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B2B marketers won this complex sale
I’ve always suspected that B2C marketers got far more respect than those of us in the B2B world. While well-marketed B2C products seemed to sell themselves, the sheer complexity of…
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