I write about strategies to turn fans into customers and customers into fans. I also share ways to use real-time strategies to spread ideas, influence minds, and build business.
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 ...
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...
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 earl...
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.
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.
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 ...
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 presenta...
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!
Marketing and Sales Strategist, entrepreneur, advisor to emerging companies, and bestselling author of 10 books including "The New Rules of Marketing & PR".
