Personas with Punch
In the past few years "buyer personas" have become a standard marketing tool or concept. Unfortunately for many, they have become another "box to check" on the ever-growing list of things marketers must do... often without much to show for the effort. So... are personas a real asset to marketers or just another faux marketing fad?
To Generate B2B Leads You Must Lead
In the past few years "buyer personas" have become a standard marketing tool or concept. Unfortunately for many, they have become another "box to check" on the ever-growing list of things marketers must do... often without much to show for the effort. So... are personas a real asset to marketers or just another faux marketing fad?
Cleanup in Aisle 3: Bizarro Customer, um, Service
In the past few years "buyer personas" have become a standard marketing tool or concept. Unfortunately for many, they have become another "box to check" on the ever-growing list of things marketers must do... often without much to show for the effort. So... are personas a real asset to marketers or just another faux marketing fad?
B2B Marketing to The Son of Man
In the past few years "buyer personas" have become a standard marketing tool or concept. Unfortunately for many, they have become another "box to check" on the ever-growing list of things marketers must do... often without much to show for the effort. So... are personas a real asset to marketers or just another faux marketing fad?
The Looming Martech Consolidation, and the Cure for B2B
In the past few years "buyer personas" have become a standard marketing tool or concept. Unfortunately for many, they have become another "box to check" on the ever-growing list of things marketers must do... often without much to show for the effort. So... are personas a real asset to marketers or just another faux marketing fad?
A/B Test Nirvana and the Death of Marketing Strategy
In the past few years "buyer personas" have become a standard marketing tool or concept. Unfortunately for many, they have become another "box to check" on the ever-growing list of things marketers must do... often without much to show for the effort. So... are personas a real asset to marketers or just another faux marketing fad?
5 Surprising Stories of Failure-Fueled Marketing Success
In the past few years "buyer personas" have become a standard marketing tool or concept. Unfortunately for many, they have become another "box to check" on the ever-growing list of things marketers must do... often without much to show for the effort. So... are personas a real asset to marketers or just another faux marketing fad?
The Case for Marketing Coaching
A Different Way to Work in a Different World The traditional consulting model simply isn't working for many medium-sized businesses. Traditional consulting services can be expensive, opportunistic, and somewhat out of touch. Lately we’ve been experimenting with a different model. We call it marketing coaching.
A Smart 4-Step Formula to Identify B2B Prospect Opportunities
Not all B2B prospects are created equal. Some are ready to buy now, some later, some not at all—yet marketing tends to invest the same in each one, which is inefficient at best. I’d like to suggest a simple four-step formula that will bring an early identification of B2B prospect opportunities and allow us to gauge our marketing investment in a prospect per potential return. The formula is based on the concept of “propensity to buy” or the likelihood that a given prospect will purchase. Understanding and measuring this concept enables us to focus on real opportunities.
Great product, great promotion, and… great problems
Instigation: Applied Biosystems develops and manufactures the range of scientific instrumentation used by DNA researchers. One of their lower-priced devices to read DNA, the 2400, was used primarily in university research labs. Its features and reliability outpace all competitors, yet it was steadily, and inexplicably, losing marketshare. To resuscitate sales, AB decided on a promotion. They would bundle the 2400 with AB’s new line of popular chemical reagents. The promotional price would be less than the sum of its parts and labs would be getting the best instrument and reagents on the market. With great expectations, the salesforce began to call their customers that afternoon.
Putting Insights to Work: Getting PROSPECTS to Sell Other Prospects
Instigation: While this software giant is dominant on the desktop, its offerings were still considered weaklings in vertical markets like healthcare. These industries have been dominated by established vertical competitors with many years of experience and large, dedicated sales forces. With a small budget and big perceptual obstacles, Microsoft asked B2P to help attract and engage hospital CFOs to consider their financial information system, Great Plains, for hospitals.