People ask me why I decided to focus on buyer personas. Easy. I like to impress people. And it’s easier to impress people when you know what they want. Very…
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strategic marketing
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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Buyer Personas: Bright Shiny Object or Compelling Strategic Advantage?
How are you positioned? I’m not asking about your products, I’m asking about you, a career marketer who needs to be positioned as an expert that clients or internal stakeholders…
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Top 10 Things the B2B Buyer Persona is Saying About Your (Content) Marketing
Maybe I missed it, but I haven’t seen David Letterman do this one, so I want to tell you what B2B buyers tell us about marketing’s influence on their decisions….
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How to Gain the Singular Focus That Distinguishes All Successful Marketers
I used to think that creative genius and rare intelligence separated great marketers from those who toil away in relative anonymity. It was easy to imagine that something as unmanageable…
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Why Marketing Needs a Perceived Core Competency
When I ask B2B marketers about their personal priorities, they describe their desire to participate in strategic, high value decisions. Too often, this goal stands in stark contrast with their…
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