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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win loss
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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