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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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Betcha Don’t Know Why Your Buyer Persona Makes that Choice

When I hear about buyer personas built on input from the sales people, I think about all the times that I asked our reps why a customer chose us (or…
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Ask interesting questions to hear how buyers think

Imagine that you’re at a party with a group of acquaintances and the woman standing next to you announces her weekend plans – she’ll be painting her apartment. Which of…
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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.

Unexpected but clear — How we developed our own persona-focused message

I spent the last few months eating my own dog food – relying on buyer personas to develop the messaging for Buyer Persona Institute and its new workshops. I worked…
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A quick, easy way to gather info for buyer personas

For the last few weeks I've been helping a client conduct their win/loss calls, listening to recent buyers talk about how they made the decision both for and against my…
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  • Buying Criteria (33)
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  • Marketing ROI and Sales Leads (9)
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  • Product Marketing Redefined (45)
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  • Software (2)
  • Technology Buyers (15)
  • Uncategorized (47)
  • Who Needs This (9)
  • Win/Loss (14)
  • Writing (20)

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