MARKETING AND SALES STRATEGIES

Successful Salespeople Are Content Curators

I see a convergence of sales and marketing via content to reach buyers. In my research of successful companies, marketing is using content to reach many people at once (targeted to buyer personas) while great salespeople use the very same content to reach one buyer at a time.

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Inbound Marketing in Japan to Grow Business!

Posted by David Meerman Scott 03:57 PM on September 16, 2016

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.

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“Benefits, Not Features” Is the Wrong Way to Market

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.

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Marketing Basics: Buyer Personas

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.

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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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David Meerman Scott

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