Last week, I was in Tokyo for the HubSpot Japan office opening events. The week culminated with “Grow with HubSpot” where hundreds of marketers from Japan gathered to learn about Inbound Marketing and HubSpot. It was great to be back in Japan where I lived for six years early in my career.Read More
As a young marketer, I was always taught: “Write about the benefits of your product, not the features.”
This dusty old marketing approach is wrong.Read More
For the New Year, I’m starting a series of blog posts I’m calling Back to the Basics.
The first in the series is this post on the importance of buyer personas in any sales and marketing strategy.Read More
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.Read More
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.Read More
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!Read More
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.Read More
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?Read More
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?Read More
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.Read More