When I do first-hand buyer persona research, I ask participants if thought leadership matters when making purchasing decisions. The answer has unanimously been “yes.” I’d argue that thought leadership is more important than ever, given that buyers do almost all their research before contacting Sales. In fact, marketer and author Joe Lazauskas says, “6sense research …
Marketers and salespeople spend a lot of time trying to get buyers to switch vendors and choose their own company’s solution. We create buyer personas, conduct account-based marketing (ABM), and do a plethora of other activities aimed at getting our prospects to purchase from us. And then we get frustrated when they don’t. I believe …
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A little over a year ago I wrote about balancing brand awareness and lead generation. I was inspired to revisit this topic after conducting a buyer persona project for a business-to-business (B2B) client. I interviewed more than 15 salespeople across the client’s organization, and the same exact phrase came out of every person’s mouth when …
I didn’t set out to write a blog on how actress and producer Viola Davis can help you reach your audience. I set out to watch an episode of the YouTube talk show Hot Ones. If you’re not familiar with the show, the host interviews celebrities as they eat a series of hotter and hotter …
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Is your company an innovative leader in your market or industry? Of course it is. And I bet most of your competitors say they are too. Yet many companies continue to put overused words such as “leader,” “innovative,” and others in their marketing materials. It’s time for all of us to stop using overused words …
Naming a new product can be frustrating and emotional. Why? Because the person or team who invented the product often feels very attached to its name. It can be difficult to find a name that isn’t already taken. Marketing and Development sometimes disagree on which name will work best in the market. When you get …