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5 Steps To Goal-Directed Content Marketing
liberty-field-goal (Photo credit: wolftone) Are the goals you think of, consciously and non-consciously, the same as they were five years ago? Ten years ago? The chances are, they have changed. For...
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6 Steps To Make Persona-Based Marketing Operational
I Grattacieli del business (Photo credit: Al. Farese) At one time, we may have been asked to go on a blind date. Blind dates can be frightening and a cause for much anxiety. We attempt to picture in...
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Up Your Game On Buyer Insight Research For Quality Buyer Personas
English: Screenshot of a chess match on GnuChess, played on a GNU/Linux Ubuntu computer. Español: Captura de pantalla de un juego de ajedrez en GnuChess, jugado en una computadora con GNU/Linux Ubuntu...
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6 Reasons Why Buyer Personas Are More Important Than Ever
Why on car (Photo credit: openpad) Alan Cooper first introduced personas in 1999 to help inform design strategy, of which I was privileged to witness first-hand. This was important then since...
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6 Advanced Best Practices in Buyer Personas Propel Growth
business chart showing success (Photo credit: SalFalko) For many B2B organizations, there is renewed energy towards growth. Hesitant during the long crawl of the recession, companies are once again...
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5 Recommendations For Leaving Out-Of-Date Buyer Persona Practices Behind
orange juice – expiration date: August 30th, 2008 (Photo credit: viZZZual.com) Companies today are facing challenges to grow yet must do so in new ways. Finding optimal effectiveness and efficiency...
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7 Criteria To Ensure Doing The Right Things For Buyer Personas
Peter F. Drucker – Management is doing things right; leadership is doing the right things. (Photo credit: QuotesEverlasting) When we put time, resources, and money into anything we do...
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New Survey Highlights What Is Most Important To B2B Customers. Surprise, It...
ISO 9995-8 telephone keypad diagram. (Photo credit: Wikipedia) The fanfare has been loud and non-stop. Drums beating and reverberating throughout the B2B world to jump on board the content marketing...
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Are You Marketing To A Buyer Persona Only? Why A New B2B Persona Paradigm Is...
Intersection (film) (Photo credit: Wikipedia) I came across a word recently, which made me pause and think. It is a word many of us have heard. Perhaps we have not heard or seen this word in this...
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Understanding Buyer Personas and Behavior | AQs Blog and Grill
Recently, I made an appearance on AQ’s Blog & Grill, hosted by Alan Quarry. It was a fabulous discussion. Alan is one of our brightest minds as well as leading contributors in business and...
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CMO 2014: 4 Steps To Rediscovering B2B Brand Equity
Is your brand a religion (Photo credit: barakkassar) Having an instantly recognizable brand is the aim of many Chief Marketing Officers and marketing leaders. It is one of the most elusive trophies...
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The State Of Buyer Personas 2014
12 (Photo credit: rightee) Attempts to keep up with changing buying behaviors are very much like a car chase scene in an action packed movie. Just as we are about to catch up with the buyer, new...
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Why The Differences Between Buyer Profiling and Buyer Personas Matters
#9: difference (Photo credit: giuvax) Many marketing and sales executives agree the need to understand buyers today is greater than ever. Markets and industries in B2B are still trying to figure out...
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Understanding Who Your Buyers Are Is Not Enough
Unknown Person (Photo credit: Wikipedia) “We need to know who our buyers are.” I hear this often today. From Chief Executive Officers, Chief Marketing Officers, Chief Operating Officers, and Chief...
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D.I.V.E. Deeper: Getting The Most Out Of Your Buyer Personas
NASA Deep Sea Diving Training (Photo credit: gnews pics) To get the most out of anything worthwhile takes persistence, perseverance, hard work, intuitiveness, and grit. It is advice we offer to our...
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Story-Driven Insights Drive Growth
The Story Thus Far (Photo credit: Wikipedia) We have a problem. We are being inundated with facts, data, reports, and charts. In the digital age, instead of reams of paper piled high on a desk, we...
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4 Ways To Make Complex Marketing Human-Centered
Management of Complexity (Photo credit: michael.heiss) As more and more businesses undergo digital transformation, we see more investments pouring into digital technologies. The aim is to be...
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To The Modern Buyer, The Human Experience Is Everything
Disney’s Human Element – “You Better Think (Think!!!)” (Photo credit: Scott Smith (SRisonS)) Creating satisfying interaction experiences for buyers today is proving to be more complex than most...
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4 Principles For A Human-Centered Approach To Personas in Marketing
Sophia #9 100 Strangers (Photo credit: Just Ard) Often studied in psychology, is the phenomenon of what people say and do is not always what they mean. Lurking in the sub-conscious as well as on...
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5 Reasons For Poor Buyer Personas Steering Marketing In The Wrong Direction
WRONG WAY (Photo credit: CarbonNYC) This July marks the 13th year since the first drafting of the concept and methodology for buyer persona development. Notably, in the last three years, we have seen...
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