Confusing Customer Segmentation, Buyer Profiling, and Buyer Personas Harms Marketing
SEPTEMBER 6, 2016
Compounding the issue today is the prevalent use of the term buyer persona to describe customer segmentation and buyer profiling efforts. The issue I am referring to is the confusion that can surround distinguishing between customer segmentation, buyer profiling, and buyer personas today. Customer Segmentation. Confusion by Adam Gale. Professions. Roles. Firmographics.
How to Write a Creative Brief for Your Next Video Project (with Template)
MARCH 10, 2016
This is true whether it’s for climbing up (and down) a mountain or for producing a marketing video for your business. Past customers have included real estate agents, enterprise companies, political campaigns, electric vehicle startups, financial advisors, dentists, attorneys, digital marketers, business coaches … and the list goes on. What is your business objective?
The Social Media Publishing Schedule Every Marketer Needs [Template]
JULY 24, 2012
Here at HubSpot, we've created a templated schedule that we fill in at the same day and time every single week for the following week's social media content. So we thought it was high time we share that social media scheduling template with you, and walk you through exactly how to fill it out. Now, let's talk about how to set up your social media content in advance with this template.
5 Things Your Business Must Consider About Outsourcing Customer Research
MARCH 20, 2015
As buyers change, organizations are working to stay on top of shifting trends and customer preferences. At a deeper level, customer research can reveal what’s going on in the minds of buyers, giving companies critical insights that can guide strategic decisions. Keeping with this metaphor, many marketers choose to enlist the help of a personal trainer when it comes to buyer persona or related customer research. Personas created from these templates often ultimately need to be redone, re-thought, and re-created to become useful, actionable tools. Read more ).
Content Marketing Playbook: Strategy and Roadmap
customers to reimagine GE on the cutting edge, which. established template for how to proceed. they end up becoming customers of Moz, that’s great, too, but that’s a side benefit. to really lay out the business case behind GE, and we. group of people who are important to your business, using content to align with their interests at a high. All rights reserved.
The Foolproof Formula for Writing a Solid Blog Post [Template]
JUNE 20, 2012
Without it, Google will stop crawling your site; your SEO will tank; your social media accounts will run dry; you'll have no clout with your leads and customers; and you'll have fewer pages on which to place calls-to-action and collect new and reconverted leads. Maybe because, unless you're one of the few people who actually like writing, business blogging kind of sucks. Introduction.
New Marketing Automation Options for Small Business in the VEST Report
Customer Experience Matrix
JANUARY 24, 2015
GreenRope workflow GreenRope is all-in-one software sold primarily to very small businesses such as lawyers, real estate agents, consultant, coaches and membership organizations. The system also extends beyond sales and marketing functions to include customer forums, Wikis, support tickets, project schedules with tasks assigned to individuals, and coupons. You get the idea.
How to Deliver the Perfect Business Pitch: 8 Tips Inspired by 'Shark Tank'
JUNE 23, 2016
A great business pitch is among the first of many hurdles an entrepreneur must jump to get their company off the ground. While it's not necessarily an indicator of future success, it's a critical moment for any business. Business pitches take place in a wide variety of settings, from elevators, to offices, to cocktail parties. Image Credit: Business Insider. Out-work.
A Service-Based Business’s Guide to Email Marketing
MARCH 2, 2015
Service-based businesses like computer repair shops, staffing agencies, cleaning services, marketing companies, e-commerce businesses and a whole host of others use email marketing to promote their business. We’ll cover why your business should send emails by highlighting the marketing goals that specific emails can accomplish. Attract potential customers.
The State of Buyer Personas 2012
MAY 20, 2012
Today’s business leaders can reach a maturity level that allows for a robust practice of modeling buyers whereby buyer personas are one of the tools used for descriptive and predictive buyer modeling. Much of the offered templates and practices are buyer profiles masquerading as buyer personas. Personas are developed from primary qualitative research with real customers.
Are Infographics Right for Your Business? The Pros, Cons + Tips
DECEMBER 1, 2014
Infographics are creative, educational, attention-grabbing and can be a powerful marketing tool , but are they right for your small business? They’re easy to interpret, explains Carla Mattioli, a creative consultant with IM Design. We know that a lot of small business owners may not have an in-house graphics or creative team, or the resources to hire a specialist.
Sales Leadership: Bringing a Sharp Focus to Your Sales Meetings
Your Sales Management Guru
JANUARY 21, 2013
During the past few months I have been consulting with several clients on a variety of issues and coaching others via our new “Acumen Project”. First , you should be using Acumen’s Sales Meeting Template, (if not check out our previous blog), when you get to the sales forecast section and opportunity discussion, you can either go to the “white board” or via Excel and a PC projector; you note your monthly sales objective. Leadership Management sales leadership Sales Leadership Training Sales Management Sales Management Consulting Sales Management TrainingSales Meetings.
How to Take Your Customer Service to the Next Level With Content
SEPTEMBER 26, 2012
Research released earlier this year by Sabio and the Customer Contact Association showed that anywhere between 25% and 40% of the calls that are being handled by UK contact centers are unnecessary or avoidable. Customers calling to clarify complicated pricing and other terms and conditions issues. How Real Companies Use Content to Improve Their Customer Service.
Mautic Offers Free, Open Source Marketing Automation
Customer Experience Matrix
JUNE 19, 2015
Small businesses constantly cite cost as a major roadblock to adoption. Or perhaps people felt that the real barriers to adoption were lack of time and skills, so even a free product would not unlock a large new segment of customers. Mautic will encourage such support by building a marketplace for users to sell or share resources such as workflows and templates.
You’re doing a terrible job with search and social
JANUARY 13, 2015
My consulting includes doing very deep, thorough, site audits. I’m looking for issues that have been recently killing their recent performance on search. It’s such low-hanging fruit, though it does demand that you actually do more than just embed “share me” buttons, it requires that you commit to becoming a content-creator and not just a salesman or business person.
What Sales Really Needs from Marketing
AUGUST 2, 2011
Prospects require a clear and unambiguous description of business outcomes using your product or service. The lack of a clear, concise statement of value hurts many businesses. Marketing and Sales should work together to create a highly customer focused value proposition. Marketing can help tie the message to their business challenges and desired outcomes. link].
RedPoint Offers Broad, Deep B2C Marketing Automation
Customer Experience Matrix
JANUARY 3, 2013
On days when I have nothing else to be cranky about, I sometimes fuss at how business-to-business software vendors hijacked the term “marketing automation” despite its long and relatively honorable history describing systems for consumer marketing. More productively, the deal also shifted discussion from components within a marketing suite to where marketing systems fit within the larger world of unified customer management. Beyond those, the system provides specialized functions to manage customer data including name/address parsing, standardization, and matching.
You can do some amazing things with Blogger
JULY 28, 2011
Confluent Forms LLC specializes in creating gorgeous, engaging websites with custom content management systems (CMS, software that enables easy management of your website content without a web developer), but we’ve found that Blogger can be a great platform for web development when a custom CMS isn’t needed. web development blogger blog web design cms small business business
6 Ways to Spice Up Boring Email Marketing Campaigns
The Effective Marketer
FEBRUARY 7, 2012
Give them something that makes them feel important and like they are your most valuable customers just because they are on the list. In addition to their name, email and other contact info, you ideally should know at least some about their interests, especially if you’re in a business that has a variety of products catering to many different types of customers. Revamp Your Template. Revamping your site’s template is a long, difficult process that involves changing out multiple parts and, possibly, confusing a much larger audience. Take a Survey.
Marketing Tools for the Makers & Doers of the Manufacturing Industry
MARCH 25, 2016
Boston Consulting Group recently published a report that predicts that 30% of America’s imports from China could be produced domestically by 2020. While manufacturers face keeping up with an evolving technological landscape for production of their goods, many of these companies who’ve been in business for decades are finding themselves behind the curve of new-age sales and marketing.
The Ultimate Dictionary of Marketing Terms You Should Know
MARCH 10, 2016
APIs facilitate the data needed to provide solutions to customer problems. Learn more about how marketers can use APIs here. B. 4) B2B (Business-to-Business). An adjective used to describe companies that sell to other businesses. For example, Google and Oracle are primarily B2B companies. 5) B2C (Business-to-Consumer). 26) Customer Acquisition Cost (CAC).
3 Magic Questions a Sales Manager Must Know
Your Sales Management Guru
AUGUST 18, 2016
This is critical to begin to build your “business case” for taking action. To win the business requires more than beating your competition – you need to help your prospect communicate the importance of this initiative and gain internal approval. Perhaps this project is critical to retain a key customer, or comply with upcoming regulations. Why now? Why with us? Why do anything?
12 Steps and the Skills You Need for Your WordPress Website Update
B2B Marketing Traction
FEBRUARY 17, 2015
You just choose a template, install it, and tweak your existing content to make sure all is working, right? website update in WordPress might be “easy” if you are the business owner, graphic designer, marketing expert, content writer and web developer who knows SEO as well. Select a WordPress template. If you use a limited template, your website will be limited.
How Raab Associates Converted to ZohoCRM In One Weekend: a B2B CRM Success Story
Customer Experience Matrix
SEPTEMBER 11, 2013
Raab Associates is really two businesses: the technology consulting practice run by Yours Truly, and a marketing agency specializing in children’s books run by my beautiful and brilliant wife Susan. Eventually we took an unhopeful look at ZohoCRM , which I know as a popular small business system but had never considered particularly advanced. Build contact lists, check.
Teaching is the New Marketing
grow - Practical Marketing Solutions
JANUARY 20, 2016
When you are helpful and provide knowledge to current and potential customers, you are building depth and emotional bonds for your brand. Educational marketing means you are providing wisdom and insight to customers to help them do their jobs. Taking your content and packaging it into a class is quickly becoming a part of how small business owners are earning income through education.
How even social media & social selling experts are getting LinkedIn wrong – Part 2
SEPTEMBER 7, 2016
In my last post , I started to show how even the most recognized social media and social selling authors, experts, and consultants are getting LinkedIn wrong. started this provocative series not because I am looking to bash my competitors, but because I’m looking to start a real movement to help business, sales, and marketing leaders go beyond awareness and actually drive revenues.
Social Psychology for Marketers: 8 Lessons in Buyer Behavior
NOVEMBER 6, 2014
Before asking something of your prospects, leads, or customers, provide them with a "gift" first -- as in, something for free. It doesn’t have to be big: Maybe a helpful ebook, a free consultation call, branded company swag, or even a handwritten note. Business A big part of every marketer''s job is understanding how and why our prospects behave the way they do.
Using Buyer Personas in B2B Marketing
MAY 3, 2011
What companies need to do is develop a standard written template for buyer personas. This written template should contain all the questions that the company will ask for standard buyer personas. Do they get their information through word-of-mouth from their business community? Jeff Ogden is President of the B2B lead generation consultancy, Find New Customers.
How Marketing Can Work With Sales to Close More (and Better) Leads
JUNE 5, 2015
So a qualifying conversation ought to be one with an educational, consultative tone -- it'll help position the company as a reliable resource. Then, teach them how to use this information to facilitate a consultative conversation. In my work with HubSpot customers, I see it all. Option 2: Templates. Nobody knows where to turn. Sales points fingers at marketing.
Spring 2016 Product Release Highlights
MAY 24, 2016
Using a unique and intuitive “Inbox Style” layout, advanced content relevance filtering, and custom tagging tools, marketers can align their company’s brand and growth priorities by easily identifying and prioritizing opportunities, and reporting results across paid and organic channels. New Product Release Highlights. Continuous Demand Intelligence. New Service Offerings.
The Sad Death of the Truth
JUNE 7, 2011
(We changed our template in this blog. Jeff Ogden ( @fearlesscomp ) is the honest and trustworthy President of the B2B lead generation consultancy, Find New Customers. Find New Customers helps companies (with between 150 and 5,000 employees who sell complex products to businesses) to implement world-class lead generation programs. Hope you like our new one.
How to Conquer 5 Common B2B Marketing Problems with Content
SEPTEMBER 1, 2015
That’s not true of our 3D laser scanner and many other complex business to business (B2B) products, services and solutions. This process helps you to attract, educate, engage and convert them into customers. Plus, a few changes will be required in the way customer service handles transactions, so she needs to consult with the Director of Customer Relations.
Rapid buyer persona development
SEPTEMBER 20, 2013
On first thought, and despite our in-depth knowledge of the company and its industry (offshore engineering services), it seemed an impossible task, especially because the company has several business areas and various customer types within each of those business areas. As a starting point, it was agreed to focus on just one of the company’s business divisions.
5 Megatrends that Have Redefined Selling - Insights from a Sales Rock Star
MAY 22, 2016
As you may know, Neil is regarded by many as the father of Consultative Selling and the author of many books, including SPIN Selling, the 1988 New York Times Best Seller than many of us B2B “Sales Lifers” grew up with as our template for success. It is not uncommon for a corporation to invest up to $1Million to pursue a key piece of business. Well…not so fast. Sales Enablemen
The 7 Building Blocks of a Solid Content Marketing Plan
MAY 8, 2016
In addition to a website redesign and repurposing old content, the tax and consulting firm created a content marketing plan with a new vision focused on developing their reputation as subject matter experts. Buzzfeed is a great example of a news organization that uses thousands of custom segments to determine what post will engage a specific audience segment. Understand your audience.
14 of the Best Content Marketing Tips, Tactics and Techniques of 2013
DECEMBER 17, 2013
Interviewing Steve Miller (the marketing consultant, not the 80s rock star), Gary Kane presents and explains the 10x10x10 model for content marketing, starting with: “Write down the 10 most frequently asked questions from your customers.” ” 17 Essential Content Templates and Checklists by Content Marketing Institute. So it is with Content Marketing Week.
Personas Are Great (Except When They Suck)
B2B Marketing Insider
FEBRUARY 23, 2015
And I know a handful of consultants who are really helping their clients create actionable insights and programs and plans based on a deeper understanding of their buyers. Unfortunately, there is a large group of consultants and agencies out there taking large sums of money from brands to produce personas that produce very little action, do not inform content planning or distribution.
5 Ways to Win with Web Personalization
Modern B2B Marketing
JULY 13, 2016
With the right solution, it’s actually pretty easy to set up and there are a few provided templates to help you get you started. From there, the sky is the limit because you can clone templates, create customized templates, build web campaigns, and publish to the web in just minutes. And another great reason to buy in for all of you self-sufficient marketers?
4 Mistakes You Are Making With Your Case Studies
Savvy B2B Marketing
NOVEMBER 1, 2012
It is customary in a case study to ask the client to describe their previous state so the reader can get some feel for what their business drivers were for installing your system, implementing you product, hiring your consulting firm. Letting your template constrain you. Templates are good as a guideline but they are not a one size fits all. recently worked with a client who had a very specific four page template that was their case study standard. asked the same basic set of 12 or so interview questions to each customer. Making the before unbelievable.
One Thing Is Killing Content Marketing and Everyone Is Ignoring It
FEBRUARY 3, 2016
A few weeks before the start of the New Year I led a workshop on content marketing for about 50 small-business CEOs and operations managers. Some were consultants. Their customers were ignoring them on social media. This is something I don’t normally do. I’ve been doing this particular workshop for a while, and the flow works well with small businesses. Pest management?