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5 Recommendations For Leaving Out-Of-Date Buyer Persona Practices Behind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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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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4 Initiatives Chief Marketing Officers Must Get Right In 2014
number 4 (Photo credit: Leo Reynolds) The pace of change is accelerating. Last year, most Chief Marketing Officers faced the tasks of making significant changes to how marketing operates. Soaking in...
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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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CMO 2014: Achieve CMO and CEO Alignment With Powerful Insights
A light bulb (Photo credit: Wikipedia) 2013 may turn out to be a watershed year. According to PWC’s (Price, Waterhouse Cooper) annual survey of CEO’s, nearly 65% view building a customer-focused...
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4 Steps To A Compelling B2B Brand Story
English: David McCullough speaking at Emory University. (Photo credit: Wikipedia) One of my favorite authors is David McCullough. His award winning books, some winning the Pulitzer Prize, have...
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CMO 2014: Is Your Team Executing Content Marketing Or Pitching Content?
Recent Purchase: Megaphone (Photo credit: LarimdaME) The urge is insatiable in B2B. It is wired in B2B DNA. To sell. To market. To push. To blitz. To tell. To pitch. To present. It is like...
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Walk A Mile In Your Buyer’s Shoes With B2B Buyer Ethnography
I love these new shoes. (Photo credit: fuzzcat) It began, as history can best record, as a proverb of the Native American Cherokee tribe. Which said, “do not judge a man until you have walked a mile...
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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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How The C-Suite Can Discover Rich Buyer Insights Through Buyer Stories
“Death of a Salesman,” 1962 (Photo credit: Digital Collections at the University of Maryland) CEO’s and their C-Suite teams are mired in quantitative data analysis. Trying to make sense out of...
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Does Your Buyer Persona Look Like A Sales Call Plan?
Cover via Amazon When she blurted it out, it was so on the mark, I just sat there in silence for a few seconds. We have all had those moments. Those moments when we think – “why haven’t I thought of...
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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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7 Big Questions For B2B Marketing Leaders in 2014
Question mark in Esbjerg (Photo credit: alexanderdrachmann) The New Year is underway. The first quarter is nearing an end. Some of the best-laid plans have already vaporized due to unexpected...
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The New Face Of Buyers In The Digital Economy
Don Tapscott Photo (Photo credit: Don Tapscott) In the mid-to-late ‘90’s, as the first roots of the Internet began to take hold, Don Tapscott coined the phrase The Digital Economy. Tapscott’s...
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The CMO Modern Marketing Guide To Buyer Personas And Buyer Insights Research...
on|off (Photo credit: Rafa Puerta Photo) Part 2: The Modern Buyer The digital economy and the continued evolution of digital technologies have had a monumental impact on buyers and their behaviors....
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The Future Of Modern Marketing Is Human-Centered
Street Faces #46 (Photo credit: nunodantas) Before the turn of the 20th century into the 21st century, a movement began. This movement called for a more user-centered approach, or also commonly...
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