• LEADERSHIP  |  TUESDAY, DECEMBER 2, 2014
    [2010, Persona] 10 Tips to Plan B2B Content Marketing and Maximize Lead Generation
    MarketingSherpa offers a detailed case study but here’s a snapshot of the results—since embracing a content marketing strategy in 2010, the company has seen: 400% increase in site traffic in the past two years. 35% of monthly leads generated from paid ads promoting infographic and white paper content — up from 5% two years ago.
  • MARKETING ACTION  |  WEDNESDAY, APRIL 23, 2014
    [2010, Persona] A New Framework for Sales Enablement
    No: In a 2010 blog post, Forrester’s Scott Santucci described the struggle an executive roundtable composed of VP-level sales and marketing executives representing 16 blue-chip companies had to define the term, way back in 2008. As of 2010, they’d determined that –. Read the six-page white paper “ Best Practices for Sales Enablement.”.
  • FEARLESS COMPETITOR  |  TUESDAY, JUNE 19, 2012
    [2010, Persona] Purchases are fun, but…….they don’t move the business needle
    When used primarily as an email engine, adoption is “probably more than 50% (DemandGen Report, October 5, 2010). Buyer personas – interview your customers and prospects. Using the blog, eBooks, white papers, webinars, videos and other programs, keep publishing. I do too. Sales lead generation takes a lot more.
  • MARKETING INTERACTIONS  |  MONDAY, MAY 28, 2012
    [2010, Persona] What Tech Buyers Want From Content
    One of the reasons to create personas is to develop a tool that guides your content strategy to develop content that they'll find interesting. In fact, I'm not quite sure how B2B marketers without personas actually decide what content to develop. 58% said they wanted content that was timely and current. Things change fast.
  • FEARLESS COMPETITOR  |  SATURDAY, JANUARY 14, 2012
    [2010, Persona] 6 Tips For Building a High Quality Blog Following
    In 2010, New York City startup, Birchbox launched a blog about beauty products before it had any customers. Check out the Mad Marketing Show on Buyer Personas.) Notice the (Editor’s note) on each item. The beauty sample delivery service – and its blog – exploded in popularity. Turn Existing Customers Into Readers. Be timely.).
  • FEARLESS COMPETITOR  |  MONDAY, MAY 23, 2011
    [2010, Persona] Conclusions from study: Sales Speaks – Perceptions and Ponderings on Marketing Leads
    Only 50% of salesreps made quota in 2010 and in 42% of companies, fewer than 1/2 made quota. Action Item : Learn about B2B Lead Generation (Our white paper, How to Find New Customers ; Our Education page , or the book eMarketing for the Complex Sale by Ardath Albee.). B2B salespeople struggle mightily today. Not bad.
  • FEARLESS COMPETITOR  |  TUESDAY, MARCH 22, 2011
    [2010, Persona] 4 BtoB Marketing Action Items for 2011
    Download and read the white paper How to Find New Customers. This provides even more depth that the previous white paper so you can dive even more deeply into key topics. Please note: Most companies raised sales quotas in 2010 (as per CSO Insights), but IMHO raising quotas does not increase revenue. Thank God.
  • FEARLESS COMPETITOR  |  SUNDAY, MARCH 6, 2011
    [2010, Persona] Sunday thoughts
    Look at this list of challenges for Chief Marketing Officers (CMOs): When almost 8 out of 10 CMOs say generating high quality leads is a problem – and it has increased since 2010, it is a BIG problem. Follow  Jeff on Twitter or download the  free white paper on lead generation. Great event. Great speakers. Seth Godin.
  • FEARLESS COMPETITOR  |  WEDNESDAY, FEBRUARY 16, 2011
    [2010, Persona] Greatest Challenge Facing CMOs Today – Generating High-Quality Sales Leads
    Source: MarketingSherpa B2B Marketing Benchmark Study, August 2010 of 297 CMOs. You really fix the problem, you’ll need deep buyer personas, content marketing, lead nurturing, lead scoring and more. Follow Jeff on Twitter or download the free white paper on lead generation. Quality leads matter. contact-form].
  • THE ROI GUY  |  TUESDAY, FEBRUARY 15, 2011
    [2010, Persona] Tom Pisello: The ROI Guy: Updated Alinean Social Media ROI.
    Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons. White Papers are Influence Kings, But Need Persona.
  • THE ROI GUY  |  MONDAY, FEBRUARY 14, 2011
    [2010, Persona] Tom Pisello: The ROI Guy: Social Media ROI a Requirement for 2011
    Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons. White Papers are Influence Kings, But Need Persona.
  • THE ROI GUY  |  TUESDAY, JANUARY 25, 2011
    [2010, Persona] Tom Pisello: The ROI Guy: Diametrically Opposed Forces: Selling.
    Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons. White Papers are Influence Kings, But Need Persona.
  • THE ROI GUY  |  THURSDAY, JANUARY 20, 2011
    [2010, Persona] Tom Pisello: The ROI Guy: New TCO Calculator: EMC SMB Virtual.
    Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons. White Papers are Influence Kings, But Need Persona.
  • THE ROI GUY  |  MONDAY, JANUARY 17, 2011
    [2010, Persona] Tom Pisello: The ROI Guy: Value Selling Tools and the Buying Lifecycle
    Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons. White Papers are Influence Kings, But Need Persona.
  • THE ROI GUY  |  MONDAY, JANUARY 10, 2011
    [2010, Persona] Tom Pisello: The ROI Guy: Let the Good Times Roll? IT Spending on.
    Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons. White Papers are Influence Kings, But Need Persona.
  • B2B MARKETING ZONE POSTS  |  TUESDAY, JANUARY 4, 2011
    [2010, Persona] Top 111 B2B Marketing Posts and 34 Hottest Topics for 2010
    Here it is - the very best posts and the hottest topics for 2010. 50 (of the) Best Twitter Guides, Stats, Tips and Tools of 2010 (So Far) - Webbiquity , October 5, 2010. Ten reasons to blog – even if nobody reads it - grow - Practical Marketing Solutions , November 7, 2010. Marketing Genius Blog , May 25, 2010.
  • INBLURBS  |  MONDAY, DECEMBER 27, 2010
    [2010, Persona] 6 smart steps to start up your Inbound Marketing in 2011
    Identify your buyer persona to reach them laser targeted. To know who your buyer persona is gives you the opportunity to learn where they are on the web, so you can reach them laser target. Blogging shows your buyer persona your expertise and builds trust with your potential customers. Save up to 60% of their marketing budgets.
  • THE ROI GUY  |  THURSDAY, DECEMBER 23, 2010
    [2010, Persona] Tom Pisello: The ROI Guy: CIO Priorities for 2011 Indicate.
    Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons. White Papers are Influence Kings, But Need Persona.
  • SAVVY B2B MARKETING  |  MONDAY, DECEMBER 20, 2010
    [2010, Persona] B2B Marketers: Are Your Glasses Half Empty or Half Full?
    And it starts with developing buyer personas, defining qualified leads, and developing lead-scoring criteria. Tap into your audience for real-time insight into industry trends, along with feedback on product features and names, white paper and webinar topics, and more. Mobile marketing has been added to the mix. Tweet.
  • THE ROI GUY  |  THURSDAY, DECEMBER 9, 2010
    [2010, Persona] Tom Pisello: The ROI Guy: Seeing ROI in the Cloud?
    Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons. Thursday, December 09, 2010 Seeing ROI in the Cloud?
  • SAVVY B2B MARKETING  |  THURSDAY, DECEMBER 9, 2010
    [2010, Persona] One Tech Marketer’s Approach to Lead Nurturing: Interview with Pete Marino of D-Link Networks
    In October 2010, TechTarget hosted the Online ROI Summit focused on helping tech marketers understand how to identify, nurture, and convert prospects. Plus, we had to focus on a single persona due to our nurturing budget. Describe your process for developing ideal customer profiles/personas. We do that to build trust.
  • THE ROI GUY  |  MONDAY, DECEMBER 6, 2010
    [2010, Persona] Tom Pisello: The ROI Guy: Predictions for 2011: The End of B2B.
    Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons. White Papers are Influence Kings, But Need Persona.
  • AGILE B2B COPYWRITER  |  THURSDAY, DECEMBER 2, 2010
    [2010, Persona] 6 Keys for Creating Compelling White Papers
    Tweet In the latest 2010 B2B Technology Collateral Survey Report business to business technology marketers found out what works when trying to influence their prospects. White papers. Of course not all white papers are created equally. In other words, it keeps the white paper about the prospect.
  • B2B MARKETING ZONE POSTS  |  WEDNESDAY, DECEMBER 1, 2010
    [2010, Persona] Top 60 B2B Marketing Posts and Hottest Topics November 2010
    Ten reasons to blog – even if nobody reads it - grow - Practical Marketing Solutions , November 7, 2010 Building an engaged community through a business blog can be extremely difficult — sometimes impossible. Twitter for B2B Marketing - MI6 Marketing Agency , November 18, 2010 Author: Chris Herbert. Published by Hubspot, May 2010.
  • THE ROI GUY  |  MONDAY, NOVEMBER 29, 2010
    [2010, Persona] Five Reasons You May Not Be Spending Enough on Content Marketing
    For example, this could include methodologies, presentations, white papers and assessment tools to help sales professionals identify and illuminate buyer issues, benchmark buyers versus competitors and best practice leaders, and create / drive solution roadmaps to help resolve the most pressing customer issues. Death of a Salesman?
  • TOM PISELLO  |  MONDAY, NOVEMBER 29, 2010
    [2010, Persona] Five Reasons You May Not Be Spending Enough on Content Marketing
    For example, this could include methodologies, presentations, white papers and assessment tools to help sales professionals identify and illuminate buyer issues, benchmark buyers versus competitors and best practice leaders, and create / drive solution roadmaps to help resolve the most pressing customer issues. Death of a Salesman?
  • CONNECT THE DOCS  |  TUESDAY, NOVEMBER 23, 2010
    [2010, Persona] Killer Questions to Ask Before Starting a White Paper Project
    How can you create a white paper that serves it purpose - create high quality leads, provide useful information to potential customers etc. Jonathan Kantor is 14-year white paper marketing veteran. Gender: provides guidance as to whether you should include a case study in your white paper. White Papers.
  • THE ROI GUY  |  THURSDAY, NOVEMBER 18, 2010
    [2010, Persona] How Do You Get Started in Content Marketing?
    This will include an understanding of what white papers, opinion posts, product data sheets and case studies already exist and could be leveraged, and most importantly, will highlight what is missing. Today’s buyers face several unique challenges that make content marketing ever more important to the successful vendor.
  • TOM PISELLO  |  THURSDAY, NOVEMBER 18, 2010
    [2010, Persona] How Do You Get Started in Content Marketing?
    Thursday, November 18, 2010 How Do You Get Started in Content Marketing? This will include an understanding of what white papers, opinion posts, product data sheets and case studies already exist and could be leveraged, and most importantly, will highlight what is missing. Do White Papers Still Engage?
  • MARKETING INTERACTIONS  |  TUESDAY, NOVEMBER 16, 2010
    [2010, Persona] Buyers Set the Pace for B2B eMarketing
    This is why I spend so much time talking about buyer personas, profiles and strategies. To provide a very insightful white paper and then follow it up with a sales call to see if they're ready to buy diminishes the progress you may have made. Maybe so, maybe not. In fact, quite the opposite is likely true. They have less.
  • MARKETING INTERACTIONS  |  THURSDAY, NOVEMBER 11, 2010
    [2010, Persona] How to Keep Marketing Vs. Sales Alive and Thriving
    Have sales reps pitch everyone who downloads a white paper. They score the leads based on demographics and put them into nurturing tracks based on how they were sourced (subject matter interest) and who they are (personas). Earlier this week I wrote a post asking the question Does Sales Care About Alignment with Marketing?
  • DIGITAL BODY LANGUAGE  |  WEDNESDAY, NOVEMBER 10, 2010
    [2010, Persona] 5 Things You Shouldn’t Expect from Marketing Automation
    Define buyer personas. Buyer personas enable you to create targeted marketing materials that speak to your customers’ exact needs. Marketing automation is becoming a vital tool in today’s B2B space, as more marketers need to gain a better understanding of their customers’ buying cycles and increase their ROI from every campaign.
  • SAVVY B2B MARKETING  |  FRIDAY, NOVEMBER 5, 2010
    [2010, Persona] Savvy Week in Review - November 5
    The Design of Buyer Experience by @TonyZambito Buyer persona expert, Tony Zambito, describes the significant shift in mindset that B2B organizations must adopt to attract and retain customers over the long term. Nuff said -- sit back, get cozy, and take in these treasures. And have a great weekend! This one's no exception.
  • THE ROI GUY  |  THURSDAY, NOVEMBER 4, 2010
    [2010, Persona] Tom Pisello: The ROI Guy: IDC: Economic Buyers, Digital Overload.
    Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons. White Papers are Influence Kings, But Need Persona.
  • MARKETING INTERACTIONS  |  TUESDAY, NOVEMBER 2, 2010
    [2010, Persona] Cold Calling with Content
    Content includes voicemails, conversations, emails, articles, Tweets, Answers on LinkedIn, status updates and wall posts on Facebook, blog posts, webinars, videos, podcasts, eBooks, white papers, customer success stories, etc. That's not a question that I, as a content marketing strategist, get asked very often.if Twitter.  
  • THE ROI GUY  |  FRIDAY, OCTOBER 22, 2010
    [2010, Persona] Tom Pisello: The ROI Guy: Tech Marketers May Need to Rethink.
    Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons. White Papers are Influence Kings, But Need Persona.
  • THE POINT  |  THURSDAY, OCTOBER 14, 2010
    [2010, Persona] 21 Tips & Other Impressions from the Marketo User Summit
    Creating a content map that categorizes your content by buying stage and buying persona can help identify gaps in your content portfolio. Consider allowing the reader to preview a content asset (for example, a white paper) before downloading the entire item. It’s all heady stuff. Think you have enough content? Email? Really?).
  • B2B MARKETING ONLINE  |  FRIDAY, OCTOBER 8, 2010
    [2010, Persona] B2B Social Media as a lead nurturing tool
    The proactive approach is taking charge of your online persona by providing valuable content such as white papers, blogs, videos, discussion, Twitter calls for action and LinkedIn in mails. Occasionally, the B2B industry is sceptical about digital marketing and apprehensive about using new social media channels.
  • AGILE B2B COPYWRITER  |  THURSDAY, OCTOBER 7, 2010
    [2010, Persona] 3 Ways to Get the Most from Case Studies
    Ideally you’d also want to target specific personas with your studies. Feature as “next step” downloads from white papers (or use cases). Tweet What’s one of the most valuable pieces of collateral you can have in your B2B marketing toolkit? Case studies. Customer stories. Success stories. 1: Be Strategic. Try and get them all.
  • ANNUITAS  |  WEDNESDAY, OCTOBER 6, 2010
    [2010, Persona] What Do You Need for Successful Nurturing?
    Developing various profiles that match the multiple buyer personas will enable your company to better engage with each one through your nurturing program. Every time a person took a marketing action (download of a white paper, filled out a form, registered for an event), they were entered into the CRM system as a new lead. 
  • INDUSTRIAL MARKETING TODAY  |  SATURDAY, OCTOBER 2, 2010
    [2010, Persona] High-Performance Email Marketing for Attracting and Engaging.
    Clearly define personas by addressing the WIIF (What’s in it for me) question for each stakeholder. FREE Marketing Guides Engineers Can Sell™ White Paper: Most people are skeptical about associating engineers with sales. This white paper aims to change that perception of them. per week in 2006. Resources
  • THE ROI GUY  |  TUESDAY, SEPTEMBER 28, 2010
    [2010, Persona] Tom Pisello: The ROI Guy: Do White Papers Still Engage? They do if.
    Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons. Tuesday, September 28, 2010 Do White Papers Still Engage?
  • MODERN B2B MARKETING  |  MONDAY, SEPTEMBER 27, 2010
    [2010, Persona] 15 Inspirational Quotes About B2B Marketing
    Ardath Albee : You’ve likely heard a lot about creating buyer personas. persona is definitely a key component in helping you to create successful content marketing programs. What we forget is that personas not only define who our customers are, but they also serve as a reminder of who is not our customer. Swell.
  • AGILE B2B COPYWRITER  |  THURSDAY, SEPTEMBER 23, 2010
    [2010, Persona] 3 Reasons Why You Need a Creative Brief
    banner ad, white paper, e-mail, etc.). The brief should pull from your personas and have a mini description of the ideal person you are targeting. Tweet When you think “creative brief” you may automatically think “ad agency.” And that’s ok. Creative briefs are well within the traditional stomping grounds of agencies. It’s not.
  • THE POINT  |  MONDAY, SEPTEMBER 20, 2010
    [2010, Persona] Q4 Marketing Budget: 4 Key Areas to Consider
    If you decrease your media spend and invest those same dollars in a new white paper, or analyst report, or industry survey, or podcast – you name it – it’s highly likely you’ll end up reaping a greater reward. In B2B circles, Q4 is historically a time of year when marketing spend picks up. Here are some ideas to consider: 1.
  • THE ROI GUY  |  FRIDAY, SEPTEMBER 17, 2010
    [2010, Persona] Tom Pisello: The ROI Guy: Leaders indicate Growing Investment in.
    Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons. White Papers are Influence Kings, But Need Persona.
  • THE ROI GUY  |  THURSDAY, SEPTEMBER 16, 2010
    [2010, Persona] Tom Pisello: The ROI Guy: Measure to Manage - Driving Sales.
    Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons. White Papers are Influence Kings, But Need Persona.
  • THE ROI GUY  |  FRIDAY, SEPTEMBER 10, 2010
    [2010, Persona] Tom Pisello: The ROI Guy: IT Budgets into 2011 - Robbing Peter to.
    Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons. in 2010, essentially flat in 2010. Latest Research.
  • THE ROI GUY  |  THURSDAY, SEPTEMBER 9, 2010
    [2010, Persona] Tom Pisello: The ROI Guy: Forrester announces Sales Enablement.
    Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons. White Papers are Influence Kings, But Need Persona.
  • CONNECT THE DOCS  |  THURSDAY, SEPTEMBER 9, 2010
    [2010, Persona] How to write lead generating white papers?
    White papers are powerful sources of lead generation. We asked our panel of white paper experts "What are the top 2 components of a white paper that is most effective to generate leads?" He is also the author of the White Paper Pundit blog. Jonathan Kantor's Crafting White Paper 2.0.
  • INDUSTRIAL MARKETING TODAY  |  FRIDAY, SEPTEMBER 3, 2010
    [2010, Persona] Content Auditing and Mapping it to the Industrial Buy Cycle
    Home Marketing Matters About Contact B2B Marketing Store Company Website Content Auditing and Mapping it to the Industrial Buy Cycle by Achinta Mitra on September 3, 2010 in B2B Lead Generation , Content Marketing , Industrial Marketing Strategies , Integrated Industrial Marketing These days it is popular to say “Content is marketing currency.”
  • MARKETING INTERACTIONS  |  FRIDAY, AUGUST 20, 2010
    [2010, Persona] Webinar Q&A: Content is Marketing Currency - Australian Audience
    registration required] I also used a statistic from Forrester's North American and European B2B Social Technographics Online Survey, conducted in Q1 2010, with 1,011 business decision makers in companies with more than 100 employees that found: 85% of these business professionals say they use social media for business decision making.
  • SAVVY B2B MARKETING  |  THURSDAY, AUGUST 19, 2010
    [2010, Persona] B2B Microsites: Driving Awareness and Leads - An Interview with Phillip Lin of FireEye
    In May 2010, FireEye launched a microsite – ModernMalwareExposed.org – aimed at educating prospects and customers about risks associated with malware. The one we conducted in early 2010 with the help of KJR Associates was our first. Did you develop and work from buyer personas as you created content for the site?
  • SAVVY B2B MARKETING  |  TUESDAY, AUGUST 17, 2010
    [2010, Persona] Savvy Roadtrip - White Papers
    The Savvy B2B marketing roadtrip began with White Papers. The six Savvy Sisters met when we were all participants at a White Paperseminar. It should come as no surprise that we have as a group written much collective wisdom about white papers from our journey ever since. Oh the Places Your White Paper Will Go!
  • INDUSTRIAL MARKETING TODAY  |  TUESDAY, AUGUST 17, 2010
    [2010, Persona] The Twofold Benefit of Optimizing Marketing Content
    When developing content, it’s important to build customer personas, and create individual content paths for each of them. This white paper aims to change that perception of them. Get Engineers Can Sell white paper now. Copyright © 2010 Tiecas, Inc. Why is it important? All Rights Reserved. Resources
  • THE ROI GUY  |  THURSDAY, AUGUST 5, 2010
    [2010, Persona] Tom Pisello: The ROI Guy: Risk-Adjusted ROI Defined
    Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons. White Papers are Influence Kings, But Need Persona.
  • THE ROI GUY  |  THURSDAY, AUGUST 5, 2010
    [2010, Persona] Tom Pisello: The ROI Guy: Net Present Value (NPV) Savings Defined
    Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons. White Papers are Influence Kings, But Need Persona.
  • THE ROI GUY  |  THURSDAY, AUGUST 5, 2010
    [2010, Persona] Tom Pisello: The ROI Guy: Return on Investment (ROI) Defined
    Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons. White Papers are Influence Kings, But Need Persona.
  • THE ROI GUY  |  WEDNESDAY, AUGUST 4, 2010
    [2010, Persona] Tom Pisello: The ROI Guy: Can a Value Selling / Marketing Program.
    Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons. White Papers are Influence Kings, But Need Persona.
  • FEARLESS COMPETITOR  |  TUESDAY, AUGUST 3, 2010
    [2010, Persona] Content Marketing = Sales $, otherwise, don’t do it
    But most of it, I think, misses the mark of delivering revenue because of five key flaws: They lack deep buyer personas. I find a lot of content on BtoB sellers websites. Some of it is pretty good. Some of it is atrocious. They’ve not mapped buyer variables, like job title, buying stage, problem area, etc. What do you think? Thanks.
  • B2B MARKETING ZONE POSTS  |  TUESDAY, AUGUST 3, 2010
    [2010, Persona] Top 47 B2B Marketing Posts - Hot Topics Ning and Facebook - July 2010
    July 1, 2010 to July 31, 2010. The 20 craziest things you can do on Twitter - grow - Practical Marketing Solutions , July 7, 2010 OK, we’ve heard all the great business success stories about connecting and learning through Twitter. Free Download: 2010 Online Marketing Blueprint. July 2010. Best of B2B Marketing.
  • HUBSPOT  |  MONDAY, AUGUST 2, 2010
    [2010, Persona] 8 Steps to Build An Inbound Marketing GamePlan
    The Inbound Marketing GamePlan was first introduced by PR 20/20 in January 2010 as a free eBook download. Buyer persona profiles. Quarterly content marketing calendar , including: prioritization, budgets, abstracts and timelines for blog posts, case studies, videos, white papers, eBooks, webinars, articles and more.
  • THE ROI GUY  |  THURSDAY, JULY 22, 2010
    [2010, Persona] Tom Pisello: The ROI Guy: ShoreTel And Alinean Launch Online TCO.
    Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons. White Papers are Influence Kings, But Need Persona.
  • CONNECT THE DOCS  |  THURSDAY, JULY 22, 2010
    [2010, Persona] Does your B2B Marketing have Consistent Messages?
    messaging storyline for a marketing strategy is a documented approach to address the informational needs of each buying segment (persona), at each stage of the buying process in relation to the problems your offerings address. As you complete this exercise for different personas, you’ll begin to see similarities and differences.
  • FEARLESS COMPETITOR  |  MONDAY, JULY 19, 2010
    [2010, Persona] Thought Leader Interview #10 – the Leadsloth Jep Castelein
    As part of my 7-step methodology, I recommend you segment your audience, develop a detailed persona for each segment, and then create compelling content for each of these segments. Our goal is to bring you insights from the smartest people in B2B Marketing today. I’m excited about this interview. This is not an overnight change.
  • NUSPARK  |  SATURDAY, JULY 17, 2010
    [2010, Persona] Set the Record Straight: Marketing Automation vs. Email Programs
    In this space, there has recently been a multitude of white papers, ebooks, case studies, and webinars pushing the technology, hoping a key executive finally says to the boss- “I suppose we should look into this.&#   As he/she should. Prospect downloads a white paper on Technical Solutions: 15 points. Add 5 points.
  • FEARLESS COMPETITOR  |  THURSDAY, JULY 15, 2010
    [2010, Persona] The most intimate of marketing channels – the smartphone
    He’s also the author of three highly acclaimed lead generation and sales white papers, How to Find New Customers and Definitive Guide to Making Quota , and a new one on email marketing, as well the e-book, Prospect Driven Marketing and holds a BBA in Marketing from the University of Notre Dame. You have it with you all the time.
  • FEARLESS COMPETITOR  |  WEDNESDAY, JULY 14, 2010
    [2010, Persona] The Era of the Specialist has Arrived
    Write an e-book or white paper? He’s an expert in demand generation and also the author of three highly acclaimed white papers, How to Find New Customers and Definitive Guide to Making Quota , and a new one on email marketing, as well the e-book, Prospect Driven Marketing and holds a BBA in Marketing from the University of Notre Dame.
  • FEARLESS COMPETITOR  |  TUESDAY, JULY 13, 2010
    [2010, Persona] The Problem with Kids: How Your Products and Services are Truly Perceived
    This is why Ideal Customer Profiles , Buyer Personas and Mapping Content to the Buyer Variables (Title, Buying Stage, Industry) and Content Marketing are critical in business to business marketing today. Download the highly acclaimed and free white paper, How to Find New Customers. I adore my kids. Great kids. Of course not.
  • FEARLESS COMPETITOR  |  MONDAY, JULY 12, 2010
    [2010, Persona] Lighten up Mr/Ms BtoB Seller
    Have someone write the ideas on a white board. And if you want a guide to the world of business to business  demand generation , download the free white paper How to Find New Customers. Paul Gillin. recently attended the B2B Social Media Breakfast in New York City.  They need to lighten up.&# BtoB sellers are way too serious.&#.
  • INDUSTRIAL MARKETING TODAY  |  FRIDAY, JULY 9, 2010
    [2010, Persona] Don't Count on Marketing Automation to Solve All Your Lead.
    2 comments… read them below or add one } Eric Goldman July 18, 2010 at 11:22 am Achinta; This is a great article – thanks for posting it! Achinta Mitra July 19, 2010 at 1:47 pm Eric, Thank you for posting your thoughtful comments. This white paper aims to change that perception of them. All Rights Reserved.
  • FEARLESS COMPETITOR  |  THURSDAY, JULY 8, 2010
    [2010, Persona] Tell your marketing stories with analogies
    He’s an expert in demand generation and also the author of three highly acclaimed white papers, How to Find New Customers and Definitive Guide to Making Quota , and a new one on email marketing, as well the e-book, Prospect Driven Marketing and holds a BBA in Marketing from the University of Notre Dame. Enough Talk. What do you think?
  • FEARLESS COMPETITOR  |  FRIDAY, JULY 2, 2010
    [2010, Persona] 60 Seconds with the Fearless Competitor – V8 “7 Seconds”
    Tags: 5 CEO tips Action Items sales Business relationships Buyer Personas Leadership Lessons
  • MARKETING INTERACTIONS  |  THURSDAY, JULY 1, 2010
    [2010, Persona] Using Editorial Calendars in B2B Content Marketing
    What an editorial calendar is: An editorial calendar is a content and interaction plan for a specific persona based on a problem-to-solution scenario across the buying process—from end-to-end. The elements of an editorial calendar include: Note: The calendar is based on a selected persona + problem to solve. The context can get skewed.
  • FEARLESS COMPETITOR  |  THURSDAY, JULY 1, 2010
    [2010, Persona] The 6 Marketing Keys Today
    Tags: Business relationships Buyer Personas Demand Generation Lead Nurturing Lead Scoring Leadership Lessons Management best practices lead generation
  • SAVVY B2B MARKETING  |  WEDNESDAY, JUNE 30, 2010
    [2010, Persona] The Millenials Are Here!!! Are You Relevant?
    Concrete definition of your buyer personas and a detailed CRM system with personal preferences is going to be a requirement to build successful long term relationships. Sending a brochure or white paper in the mail or even through email isn’t going to cut it for this generation. It happens to all of us eventually. Hello!
  • FEARLESS COMPETITOR  |  TUESDAY, JUNE 29, 2010
    [2010, Persona] Believe Me – the Story-Telling Manifesto
    Tags: Business relationships Buyer Personas Demand Generation Lead Nurturing Lead Scoring Leadership Lessons Management best practices Marketing Personal growth Remarkable content Social Networks lead generation marketing campaigns marketing funnel marketing sales sales challenges sales funnel sales leadership tough selling situation
  • FEARLESS COMPETITOR  |  TUESDAY, JUNE 22, 2010
    [2010, Persona] The All-Star Cast of Thought Leader Interviews
    Need a deep understanding of value, targets and personas. Over the month of May and early June, I had a chance to interview some of the sharpest minds in business to business and business to consumer marketing and sales. Before we share the list of experts, let’s examine some key conclusions — the marketing take-ways, if you will.
  • HUBSPOT  |  MONDAY, JUNE 21, 2010
    [2010, Persona] 7 Key Elements Of Great Business Content
    There are undisputed benefits to blogging — more indexed pages, inbound links, website visitors and social media reach — and tremendous lead-generating potential in ebooks, case studies, webinars, white papers and original reports. Buyer Persona Focused - Great c opy writing makes personal connections with readers.
  • INDUSTRIAL MARKETING TODAY  |  SATURDAY, JUNE 19, 2010
    [2010, Persona] Creating Relevant B2B Marketing Content: Walk the Talk
    Personas do matter in B2B content marketing You would be wasting your scarce resources if you pumped out marketing content without first having a clear and complete understanding of the personas of your B2B buyers. Understanding and building accurate profiles of different personas requires a close alignment between sales and marketing.
  • FUNNEL FOCUS  |  TUESDAY, JUNE 15, 2010
    [2010, Persona] What You Can Learn About Prospects from the Content They Read – 4 Questions for Ardath Albee
    Let’s say the prospect reads a specific article and that activity triggers an automated email that says, we noticed you read X and we thought you might find this new white paper on X+1 interesting. The answers are scored and added to their profiles, along with the score for downloading the white paper. Depth of Interest.
  • MARKETING INTERACTIONS  |  THURSDAY, JUNE 10, 2010
    [2010, Persona] Is Your B2B Marketing Content a Filter or a Vortex?
    You've likely heard a lot about creating buyer personas. persona is definitely a key component in helping you to create successful content marketing programs. What we forget is that personas not only define who our customers are, but they also serve as a reminder of who is not our customer.   Not so fast.
  • SAVVY B2B MARKETING  |  THURSDAY, JUNE 10, 2010
    [2010, Persona] A 7-Step Framework for Developing A Promotional Strategy for B2B Content
    When you want to promote your latest eBook, white paper or any other offer, there are two things to consider: Where do you want to promote your offer. Your decision in this area is one of the determining factors to decide if you should require registration for your white paper or eBook. What is your objective?
  • FEARLESS COMPETITOR  |  WEDNESDAY, JUNE 9, 2010
    [2010, Persona] Why’s that Ferrari collecting dust?
    He’s also the author of two highly acclaimed white papers, How to Find New Customers and Definitive Guide to Making Quota , as well the e-book, Prospect Driven Marketing (and he’s about to start on his third white paper) and holds a BBA in Marketing from the University of Notre Dame. agree. You need a race car.
  • FEARLESS COMPETITOR  |  WEDNESDAY, JUNE 9, 2010
    [2010, Persona] Marketing Automation Acceleration Package – our exciting new service
    Persona development and targeting – the better you know prospective buyers and how they buy, the more effective you become. Tags: Buyer Personas Demand Generation Lead Nurturing Marketing Automation Remarkable content Simple lead generation lead generation From $5,995 to $18,995 plus expenses. It’s an engine. What do you think?
  • B2B MARKETING ZONE POSTS  |  WEDNESDAY, JUNE 9, 2010
    [2010, Persona] Top 35 B2B Marketing Posts for May 2010
    May 2010. Social Listening & Tracking Tools - Marketing Genius Blog , May 7, 2010 Here is a list of 9 social media tracking and monitoring tools. 100 Tips for Trade Show Lead Generation - B2B Lead Generation Blog , May 11, 2010 Lead generation remains the top reason most companies exhibit at events and tradeshows. Enjoy.
  • FEARLESS COMPETITOR  |  MONDAY, JUNE 7, 2010
    [2010, Persona] Four Stages of Buying
    In this insight from the highly acclaimed white paper, How to Find New Customers , we explore a customer buying process. To learn more about buying processes and especially demand generation, please download the free white paper, H ow to Find New Customers. She’s not looking at one vendor’s selling process.
  • INDUSTRIAL MARKETING TODAY  |  THURSDAY, JUNE 3, 2010
    [2010, Persona] How Lack of Marketing Content Can Derail Your Website Redesign Project
    Home Marketing Matters About Contact B2B Marketing Store Company Website How Lack of Marketing Content Can Derail Your Website Redesign Project by Achinta Mitra on June 3, 2010 in Content Marketing , Industrial Websites , Search Engine Optimization (SEO) , Website Design & Development What comes first – site content or site design?
  • FEARLESS COMPETITOR  |  THURSDAY, JUNE 3, 2010
    [2010, Persona] The big mistake most companies make in content marketing
    They have a Resources (or something like that) section on their website and it contains white papers, eBooks, webinars and the like. Their content’s not mapped to buyer personas or buying process stage – which renders it virtually useless. Is your company doing content marketing today? The leads don’t come.
  • FUNNEL FOCUS  |  TUESDAY, JUNE 1, 2010
    [2010, Persona] 6 Advantages of Progressive Forms for B2B Marketers
    Whether offering a white paper, eBook or Webinar, providing in-depth, expertise content your prospects want badly enough to fill out a form is a common lead generation challenge. Flesh out personas. In B2B Marketing, gating premium content with forms is the practice for building in-house lead databases. Get beyond demographics.
  • FEARLESS COMPETITOR  |  TUESDAY, JUNE 1, 2010
    [2010, Persona] Thought Leadership Interview #9 – Eric Goldman of Gossamar
    You essentially design a piece of content with the persona of your ideal prospect in mind, to provide the information which that person needs, at this precise moment in their buying-cycle. So, I’m pleased to bring you a series of interviews with thought leaders in B2B Sales and Marketing. This Jim Dickie sees this as the Perfect Storm. Jim
  • FEARLESS COMPETITOR  |  THURSDAY, MAY 27, 2010
    [2010, Persona] Gobbledy-Gook Words Don’t Work
    He’s also the author of two highly acclaimed white papers, How to Find New Customers and Definitive Guide to Making Quota , as well the ebook, Prospect Driven Marketing (and he’s about to start on his third white paper) and holds a BBA in Marketing from the University of Notre Dame. Oh my God! What an abortion.
  • SAVVY B2B MARKETING  |  TUESDAY, MAY 25, 2010
    [2010, Persona] What Savvy Marketers Can Learn From a Guy Who Spent $6 on Google AdWords
    “CIOs at manufacturing companies with fewer than 300 employees&# is a much better start, but even after deciding that much, it is a good idea to develop a fleshed out persona so that everyone along the marketing and sales chain knows at a glance who they are “talking&# to. Hiring me is fun, too.&# Is yours targeted enough? Quick!
  • FEARLESS COMPETITOR  |  MONDAY, MAY 24, 2010
    [2010, Persona] “If We Build It, They Will Come”
    They need to develop buyer personas to attract interest. He’s also the author of two highly acclaimed white papers, How to Find New Customers and Definitive Guide to Making Quota , as well the ebook, Prospect Driven Marketing (and he’s on his third white paper) and holds a BBA in Marketing from the University of Notre Dame.
  • FEARLESS COMPETITOR  |  THURSDAY, MAY 20, 2010
    [2010, Persona] A Better Way to Do Demand Generation – Outsource It!
    It takes time, but you need plans and to start with the foundation.For instance, one of the most important steps at the beginning is the development of buyer personas. Not only do we have a documented process, we know people like TenTon Marketing , who specialize in personas and content marketing. Three year savings = $415,000.
  • FEARLESS COMPETITOR  |  WEDNESDAY, MAY 19, 2010
    [2010, Persona] 3 Tips for expanding to/from the USA
    You need to commission a study of the market — to develop ideal customer profiles, buyer personas and crank up lead generation activity — particularly, thought leadership, long before you staff up. (Updated version of an earlier post.). for expansion. The reasons for their continued failures are a lack of planning and preparation.
  • MARKETING INTERACTIONS  |  TUESDAY, MAY 18, 2010
    [2010, Persona] B2B Marketers Need Big-Picture Thinking
    B2B Marketers are trying to learn how to use social media, content marketing, lead nurturing, personas and a host of other evolving means of attracting buyers through digital marketing. also download eBooks and white papers, read blogs, click on links in Tweets and watch videos. I'm all for it. applaud your intentions.
  • FEARLESS COMPETITOR  |  TUESDAY, MAY 18, 2010
    [2010, Persona] The One Thing EVERY Company Needs Today
    Joe also says, in his “30 Content Marketing Truths for 2010″ “ The Chief Content Officer is the CMO of the future. She would own the insights to gather, like Ideal Customer Profiles, Value Propositions ,   Buyer Personas and key objectives. is a Chief Content Officer. The need for action is there. What do you think?
  • CONNECT THE DOCS  |  WEDNESDAY, MAY 12, 2010
    [2010, Persona] Content Takes Center Stage
    We asked Stephanie Tilton "What are key marketing trends and predictions for 2010? What actions should marketers take in 2010?" " Stephanie Tilton is a seasoned white paper and case study writer who helps B2B companies advance the sales cycle by engaging prospects and customers. Stephanie Tilton.
  • FEARLESS COMPETITOR  |  TUESDAY, MAY 11, 2010
    [2010, Persona] Thought Leadership Interview #7 – Scott Mersy of Genius.com
    We all know that any good marketing team is touching potential customers with multiple different tactics, media, and offers all the time – email, social media, webinars, white papers, google adwords, SEO, and on and on. He’s been retained to write a new white paper and holds a BBA in  Marketing from the  University of Notre Dame.
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