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.
Gosh I love when somebody takes my ideas and runs with them (pun alert) to grow their business. I recently caught up with Rebekah (Bek) Keat of Team Sirius Tri Club to learn about how she uses online content and social media to reach beginner and weekend warrior triathletes ...
I really like the recent short film by Nike Mexico called Juntas Imparables (“Unstoppable Together”). The film showcases women overcoming obstacles to achieve their goals in a fun and humorous way. As such is an interesting example of how to appeal to a specific buyer person...
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 eno...
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 to...
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.
Marketing and Sales Strategist, entrepreneur, advisor to emerging companies, and bestselling author of 10 books including "The New Rules of Marketing & PR".
