Sales Engine

FEBRUARY 18, 2016

Typically, after persona research and understanding the proper segmentation of our customers, I will personally come up with an individual in my mind that I know well enough to understand their sense of humor, and I will actually start writing to them as if I’m writing a personal letter and then craft it into an article from there.

Content 120

Content Thought Leadership Custom Publishing Segmentation 120

Sales Engine

FEBRUARY 18, 2016

Typically, after persona research and understanding the proper segmentation of our customers, I will personally come up with an individual in my mind that I know well enough to understand their sense of humor, and I will actually start writing to them as if I’m writing a personal letter and then craft it into an article from there.

Content 120

Content Thought Leadership Custom Publishing Segmentation 120

Sales Engine

MAY 24, 2016

Each playbook outlines for the sales rep which buying persona and business pain a particular piece of content speaks to, along with talking points and sales positioning tips related specifically to that content.) It also provides to the sales team, in one format or another, information about each piece of content a lead might engage with. (

Conversion 136

Conversion Forrester Lead Scoring Lead Ranking 136

Sales Engine

JANUARY 25, 2016

You can see this media property clearly markets to a specific persona creating content on specific departmental topics that are tangential but not directly related to the benefits of their products. This site is a collection of articles, videos, and guides to help women entrepreneurs succeed in their business. Especially extreme video.

Enterprise Management 120

Enterprise Management Marketing Management Marketing Automation Services Sales Qualified Leads 120

Sales Engine

JULY 13, 2016

You have to do your homework and establish a strategy to not only develop the content needed, but also map it to the buying journey: • Start by defining your buyer persona(s). While marketing automation software has the capability to capture, nurture, and qualify leads, it will not run without serious time and effort on your part.

Top of Funnel 120

Top of Funnel Conversion Marketing Automation Services Sales Qualified Leads 120

Sales Engine

JULY 13, 2016

You have to do your homework and establish a strategy to not only develop the content needed, but also map it to the buying journey: • Start by defining your buyer persona(s). While marketing automation software has the capability to capture, nurture, and qualify leads, it will not run without serious time and effort on your part.

Top of Funnel 120

Top of Funnel Conversion Marketing Automation Services Sales Qualified Leads 120

Sales Engine

OCTOBER 2, 2015

Built for every buying persona, every buying stage, and on every device. In short, marketing must figure out how to replicate the one-to-one conversations that salespeople used to have with prospects but in a digital environment. That means starting digital conversations through email, social, and search with tons of content. How do I know?

B2B Sales 120

B2B Sales Paper Fulfillment B2B Marketing 120

Sales Engine

SEPTEMBER 2, 2015

Now, a lot has been said in this space about creating content for different phases of the buying process (the Y axis in this chart), but a lot of marketers suggest producing content for each of these stages based on persona. And therefore, you can bet that any nurture campaigns on the same topic will also be of interest—regardless of persona.

Marketing & Strategy 120

Marketing & Strategy Demand Generation Agencies Content Marketing Agencies 1 120

Sales Engine

AUGUST 17, 2016

Generate Buyer Personas. Hubspot has a decent process for building buyer personas outlined here. All of these questions will help you determine the topics and mediums that will best resonate with your audience. Moz has an excellent, step-by-step content audit process outlined here.

Thought Leadership 120

Thought Leadership Top of Funnel Ad Building Buyer Personas 120

Sales Engine

FEBRUARY 11, 2016

Here is what the best CMOs are doing to enable their sales teams: Producing a steady flow of quality, thought-leadership content (White Papers, Infographics, Blog Posts, Case Studies) focused on the problem areas of their key buyer personas and ideal prospect profiles.

B2B Thought Leadership 120

B2B Thought Leadership Lead Ranking Thought Leadership Marketing Qualified Leads 120

Sales Engine

FEBRUARY 11, 2016

Here is what the best CMOs are doing to enable their sales teams: Producing a steady flow of quality, thought-leadership content (White Papers, Infographics, Blog Posts, Case Studies) focused on the problem areas of their key buyer personas and ideal prospect profiles.

B2B Thought Leadership 120

B2B Thought Leadership Lead Ranking Thought Leadership Marketing Qualified Leads 120

Sales Engine

DECEMBER 11, 2015

Generate Buyer Personas. Hubspot has a decent process for building buyer personas outlined here. All of these questions will help you determine the topics and mediums that will best resonate with your audience. Moz has an excellent, step-by-step content audit process outlined here.

Thought Leadership 120

Thought Leadership Top of Funnel Ad Building Buyer Personas 120

Sales Engine

DECEMBER 16, 2015

Inbound marketing is a lot more involved than just creating blog posts, white papers and newsletters—you have to think through the various issues involved with different buyer personas and influencers, and how their issues change depending on what stage of the buying process they’re in.

Advertising Agencies 120

Advertising Agencies Budget Programs High Quality Lead Content 120

Sales Engine

JULY 21, 2016

Map out your individual buying personas, and most importantly, what their most pressing problems are that must be solved. A demand generation strategy must map directly to the sales funnel to be effective, which is why most B2B content marketing initiatives miss the mark—they don’t understand sales process.

Lead Generation 120

Lead Generation Top of Funnel Generation Ad Building 120

Sales Engine

JULY 21, 2016

Map out your individual buying personas, and most importantly, what their most pressing problems are that must be solved. A demand generation strategy must map directly to the sales funnel to be effective, which is why most B2B content marketing initiatives miss the mark—they don’t understand sales process.

Lead Generation 120

Lead Generation Top of Funnel Generation Ad Building 120

Sales Engine

JANUARY 28, 2016

You can see that this media property clearly markets to a specific persona, creating content on specific departmental topics that are tangential to the benefits of their products. This site is a collection of articles, videos, and guides to help entrepreneurs succeed in their business.

Webinar Metrics 120

Webinar Metrics Marketing & Strategy Content Paper 120

Sales Engine

AUGUST 16, 2016

Development of buyer personas and data collection on them are repeatable. Subscription to your content is still our ultimate objective as a content marketer—but for people to give up their email address, time, or money, they have to want the content in the first place.

Sales Management 120

Sales Management Top of Funnel Cold Calling Content 120

Sales Engine

NOVEMBER 16, 2015

Development of buyer personas and data collection on them are repeatable. Subscription to your content is still our ultimate objective as a content marketer—but for people to give up their email address, time, or money, they have to want the content in the first place.

Sales Management 120

Sales Management Top of Funnel Cold Calling Content 120

Sales Engine

NOVEMBER 24, 2015

Clearly define your target audience and develop buyer personas. Research and identify your buyer personas based around problems that you solve. Obviously, targeting CEOs of Oil and Gas companies is a different goal than driving millennials to a shopping cart for the latest and greatest tech product.

Top of Funnel 120

Top of Funnel Marketing & Strategy Marketing Strategy Content Marketing 120

Sales Engine

AUGUST 14, 2015

Your planning starts by evaluating all of your unique buying personas and understanding what problems they are trying to solve during every stage in their buying process. It’s time to formulate a content strategy and framework where all of the content specialists understand their roles and how it fits into your overall content architecture.

Demand Generation Agencies 120

Demand Generation Agencies Demand Demand Generation Marketing Automation Services 120