Far Too Often We Don’t Know What We Don’t Know…
All too often, personas end up being a repository of what we already know. The positive of this is that this information ends up in one place. The downside is it doesn’t tell you anything you didn’t already know.
Don’t call me, I’ll call you
Don’t call me, I’ll call you My impression, or perhaps my hope, was that the digital age would eventually bring us closer […]
How Buyer Personas Can Build Buyer Empathy
How Buyer Personas Can Build Buyer Empathy (6th in a series on empathy in B2B marketing) When we last met… Last week we […]
Barn
Barns burnt down… now I can see the moon. -Mizuta Masahide I’ve learned that if my life’s desire is for everything […]
Do You Like Piña Coladas?
I was tired. I just logged on to my fourth Zoom meeting of the day, sat up and took a drink of […]
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.