Personas

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• Four Tips for Building Fail-Proof Buyer PersonasJustin Gray
  Whether you think it, believe it, or discard it... the truth is that buyer personas are the start of every successful campaign. Every marketer knows that understanding your buyer is ...
  B2B Marketing, Customer Acquisition, Customer Behavior, Customer Insight, Demographics, Lead Generation, Personas, Positioning, Sales, Value Propositions
• Why Lead-Nurturing Is Like Hosting a Dinner Party (and Nine Ways to Do It Right)Charlotte Varela
  Lead nurturing and dinner parties require the host (marketer) to build and maintain relationships through conversation, rapport, and trust. And both involve careful planning...
  Content Marketing, Customer Acquisition, Customer Relationships, Lead Generation, Lead Nurturing, Personas, Sales, Web Content, Website Design, Websites
• Five Complainer-Customer Personas and the Role of Social Media [Plus an Infographic]Susan Marshall
  Consumers are using social media to interact with brands, but most customer complaints and comments there remain unanswered. Big mistake! You must deal with these five types of complainers on ...
  Customer Behavior, Customer Communications, Customer Engagement, Customer Relationships, Customer Retention, Customer Satisfaction, Customer Service, Personas, Social Business, Social Media
• Go From Good to Great by Listening to Your CustomersBolivar J. Bueno
  What causes customers to flock to one brand rather than another, even when their offerings aren't substantially different? The ability to listen to customers. But effective listening is not intuitive: ...
  Customer Behavior, Customer Relationships, Personas
• Who Is Your Ideal Customer? Three Simple Ways to Find Your Target MarketPeter Gracey
  The old adage that "a product sells itself" is nothing more than a sales and marketing myth. Products sell in large part because of the due diligence that is completed ...
  Customer Acquisition, Customer Behavior, Lead Generation, Personas, Sales
• How Personas Can Lead Your Messaging Astray (and Four Tips for Keeping It on Track)Tim Riesterer
  Do you think a prospect responds better to your marketing message because you've based it on a customer persona? Unfortunately, that is not the case. To craft effective messaging, you ...
  Content Marketing, Customer Behavior, Personas, Writing
• Four Rules for Creating Insightful Personas [Slide Show]Christian Gulliksen
  Though buyer personas loaded with biographical details might help salespeople manage relationships, they don't really help marketers segment and target B2B leads. To get the most marketing bang from your ...
  Customer Behavior, Personas, Sales
• Sales and Marketing Alignment: Seven Steps to Collaborative, Right-Time Revenue OptimizationJoe Cordo
  Sales and Marketing alignment is not a new issue, but marketing and sales organizations should not ignore some of the newest best-practices for creating a strong, collaborative revenue engine. The ...
  Collaboration, Content, Marketing Smarter, Measurement, Personas, Sales
• How to Find and Target Your Ideal Prospects on the WebJohn Leavy
  Wouldn't it be good to know who your ideal prospects are before sending out emails, newsletters, tweets, or Facebook fan-page invites? Learn how to identify, find, and market to the ...
  Creativity, Customer Acquisition, Personas, Targeting, Websites
• How to Create Customer Personas
  "Your site has hordes of visitors every day clamoring to check out the vintage comics you sell," writes Veronica Maria Jarski at MarketingProfs Daily Fix. "But what do you know ...
  Customer Behavior, Personas, Small Business, Website Design
• 3 Questions to Ask When Planning Your WebsiteHelena Bouchez
  MarketingProfs blogger Helena Bouchez shares the most important questions to ask yourself when planning your blog and an excerpt from Mark O'Brien's new book.
  Content, Personas
• Content Marketing Isn't One-Size-Fits-All
  Different customers shop for products and services in different ways—even when they're looking for the same thing. And that's why your lead-generation efforts should address various buyer personas. "A buyer ...
  Landing Pages, Lead Generation, Personas, Videos
• Profiling Green Moms: What Marketers Need to KnowAndrea Learned
  We are in a perfect storm brought on by the economic downturn, emerging consumer interest in sustainability, and the power of social media. And whether for reasons of cost savings ...
  Green Marketing, Personas, Recession, Segmentation, Targeting, Women
• Good Design Doesn't Just Happen
  Ever wonder how great search results end up that way? Well, in a recent post at the User Interface Engineering blog, Jared Spool says there are no shortcuts to search-result ...
  Keywords, Personas, Scenarios, Search Engine Marketing, Testing, Writing
• 'Hello, First Name': How to Avoid Being an Email Cliché
  Imagine that a typically obnoxious B2B-marketing email has come to life—and he wants to talk to you even though you can't remember where you met or why he has your ...
  B2B Marketing, Email Campaigns, Email Marketing, Email Service Providers, Personalization, Personas, Videos, YouTube
• How to Become 'Their Brand': Engaging Today's Fickle CustomersManila Austin
  Marketers today understand that consumers think, feel, and react in ways different from June Cleaver some 50 years ago. We use descriptors like fickle, indecisive, and disloyal to describe the ...
  Branding, Community, Customer Engagement, Customer Relationships, Feedback, Market Research, Personalization, Personas, Segmentation
• Know Where to Find Some Progressive Metrics?
  In a post at the Marketing Interactions blog, Ardath Albee discusses an ongoing debate between "Hard" and "Soft" marketing proponents on the best way to measure ROI.  ...
  Blog Comments, Customer Engagement, Marketing Analytics, Personas, ROI, Twitter, Videos, White Papers
• Four Parts to Valuable PersonasAngela Quail
  Recent buzz about personas has created some confusion. If you've tried to develop and deploy personas, you may have experienced resistance from other departments because they don't grasp the value ...
  Creativity, Market Research, Marketing Tips, Personas
• How to Target Your Prospects With Military PrecisionJ. Woody Meachum
  Predicting where your prospects are online is tricky—and often expensive. And it's not always about where they are but also what are the best ways to reach them. How should you ...
  Digital Marketing, Lead Generation, Marketing Smarter, Marketing Tips, Personas
• Be All That You Can Be: The Company Persona and the Magic of 'Language Alignment'Frank Luntz
  Walk through any bookstore and you'll find dozens of books about the marketing and branding efforts of corporate America. The process of corporate communication has been thinly sliced and diced ...
  Ad Copy, Advertising, Brand Awareness, Branding, Personas, Taglines, Targeting