Surprising Buyer Insights from Journey Mapping at The Co-operators Group

Posted by David Meerman Scott 01:21 PM on November 19, 2015

Understanding buyers is essential to great marketing. When you are properly aligned, you have confidence in your marketing strategies and your tactics are more effective.

A customer journey map details a representative customer’s experience and includes company interactions from initial contact, through the process of engagement and into a long-term relationship. It can include virtual as well as human interactions.

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How Buyer Personas Drives Marketing at the Co-operators Group

Posted by David Meerman Scott 01:36 PM on November 16, 2015

Most marketers make stuff up. They sit in nice comfortable offices and imagine what interests buyers and then create “copy” and “campaigns” typically with the help of equally clueless agencies.

But as I’ve said hundreds of times on this blog and in my books and live presentations, the more you know about buyers, the better aligned your marketing and sales becomes. The strategy of buyer persona research combined with journey mapping is an incredibly powerful way to rise above the competition.

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B2B does not mean Be Too Boring

Posted by David Meerman Scott 08:19 AM on April 08, 2015

Most business-to-business marketing is dreadfully boring.

Why is that? I think marketers get hung up on that “business” word and forget that they should be communicating to people.

But it doesn’t have to be that way!

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Transform Your Business With Buyer Personas (the new book)

Posted by David Meerman Scott 10:29 AM on March 09, 2015

This week marks the official publication of the new book Buyer Personas: How to Gain Insight into your Customer's Expectations, Align your Marketing Strategies, and Win More Business by Adele Revella.

It’s a book I’ve been waiting for because I’ve been talking about buyer personas for nearly ten years but have always wanted much more detail on this important strategy so I can share with people who want to transform their business.

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How Content Influences the Buying Process and Grows Business

Today when people want to buy something, the web is almost always the first stop on their shopping trip. In any market category, potential customers head online to conduct research. The moment of truth is when they reach your site: Will you draw them into your sales process or let them click away?

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Optimizing the Past: Content Lessons from the HubSpot Blog Team

Content drives action.

Content is the best way to reach buyers.

Content is King. (And President and Pope and Queen as well).

So how do you create great content? How do you understand your buyers, create compelling content that educates, informs, and entertains them, and then how does that content drive action and grow business? And what are the implications for ROI?

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Cold Calling is Dead

My first sales job required me to make cold calls to bond traders and convince them to buy our economic consulting services. We had lists of names and numbers to contact that came from directories of people who worked in banks, securities companies, savings and loan associations, fund managers, and government agencies.

My sales colleagues and I would psych ourselves into the right frame of mind each morning by drinking a few cups of coffee, maybe telling each other a few off-color jokes (common in the 1980s testosterone-fueled Wall Street markets portrayed in the recent Wolf of Wall Street book and film), and discussing the latest stories in the Wall Street Journal. On a typical day we might set a goal to contact every person overseeing trading at all the savings and loan associations headquartered in Arizona.

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The New Rules of Sales and Service - my new book - releasing soon!

I’m so excited I might pee in my pants!! (Don’t worry, I’ll be careful not to.)

My new book, The New Rules of Sales and Service: How to Use Agile Selling, Real-Time Customer Engagement, Big Data, Content, and Storytelling to Grow Your Business is nearly ready to ship.

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Silver Oak Cellars builds passionate fans through social media “bottle stories”

After I delivered a talk called “Business Lessons from the Grateful Dead” to a group of enthusiastic company leaders at YPO, I had a chance to spend some time with David Duncan CEO of Silver Oak Cellars, a producer of delicious and distinctive Cabernets from Napa Valley and Alexander Valley, California.

Duncan told me about the importance of social media for his winery and how they communicate with the passionate fans of his wines. Like other CEOs active on social networks who I wrote about in my recent post The #Social CEO Drives Business for their Company, Duncan is an enthusiastic supporter of content creation and social media engagement at his company.

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Sales Benchmark Index lists its competitors on its new site

Posted by David Meerman Scott 05:59 AM on July 22, 2014

Sales Benchmark Index, a sales and marketing consultancy focused on helping B2B companies make the number, recently updated their site.

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David Meerman Scott

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