MARKETING AND SALES STRATEGIES

Becoming the Buyer Expert in Your Company

In my days as vice president of marketing at several technology companies, I distinctly remember how difficult it was for my team of marketing professionals to command the respect of the salespeople in the company. No matter how much product knowledge we had, that wasn’t enough. We were finally successful in doing so, but only by becoming the company experts on our buyers.

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IKEA Back to College 2017 Microsite Includes Great Content for Both Students and Parents

I love the Back to College 2017 microsite from IKEA. It’s a wonderful example of the concept of buyer persona based content marketing. “An empty nest shouldn’t empty your wallet. For parents and students alike, college moving day is bittersweet. But sharing the experience together is a chance to make memories.”

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Using Buyer Personas To Market and Sell Real Estate

Organizations filled with people who take the time to understand the needs of buyers they wish to reach, and then develop information to educate and inform those buyers, are more successful than organizations that just make stuff up. Buyer personas, the distinct demographic groupings of your potential customers, are critically important for successful marketing that leads to sales success.

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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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David Meerman Scott

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