by Ryan Schwartzberg June 16, 2016June 16, 2016 “Are any other brands already trying to get in contact with this consumer, and if so, how will that impact my conversion rates?” When you make the decision to purchase a lead, you’re often doing so without any way to know which of your peers have already … Continue reading Solving Lead Buyer Challenges: Competitive Position
by Alisa Meredith June 10, 2016June 10, 2016 Who are you pinning for? If you tell me “women aged 30-65” please know that I am dying a little inside. As much fun as it is to leap right in to pinning all the things, when your business depends on your marketing success, you know you … Continue reading Pinterest Strategy 101 – Creating Your Buyer Persona
by John Miller May 7, 2016 Follow @ScribeMillerMay 7, 2016 You know about the new buyer’s journey – in 2016, customers are in control of the relationship. Today’s buyer’s journey is social, self-directed, trust-based and transparent. Brands must acknowledge this fact and realize that the path to the sale requires maximum understanding of and empathy … Continue reading How to Create Buyer Persona Profiles
To ensure that you’re providing content that aligns with business objectives, columnist Derek Edmond recommends basing your keyword strategy on stages of the buyer journey. Derek Edmond on April 7, 2016 Keyword research can be overwhelming for clients. In its most basic form, keyword research will almost always consist of a spreadsheet of hundreds, if … Continue reading How to map keyword strategy to B2B buyer intent
Think the marketing and sales funnel is obsolete? Think again. Columnist Scott Vaughan explains why the funnel as a measuring tool will help ensure your marketing efforts stay on track. Scott Vaughan on February 5, 2016 All marketers by now understand that customer experience should be a business’s main priority. This isn’t anything new. And … Continue reading Marketing Funnels And Buyer Journeys: What Are We Arguing About?
by Dave Brock January 13, 2016 Follow @davidabrockJanuary 13, 2016 I read a fascinating HBR Article, “How More Accessible Information Is Forcing B2B Sales To Adapt.” It’s a great article by authors I deeply respect. It’s a relatively sophisticated discussion of the digitally savvy buyer, and the increasing trend of “buyer self sufficiency.” It both … Continue reading Buyer Self Sufficiency
by Lara Berendt December 26, 2015December 26, 2015 What if you could be a fly on the wall in a customer’s weekly strategy meeting as she talks through objectives and roadblocks with her team? Or imagine tagging along to happy hour with a group of your prospects and hearing them vent about their pain points … Continue reading How to Use Social Listening to Inform Your Buyer Personas
Alina Poniewaz-BoltonNovember 7, 2015 What if we told you that there was one thing that could transform your sales organization from the inside out? That by addressing this one thing you could knock out many of your biggest sales issues – the usual suspects, like sales and marketing alignment. Goals and measurement. Productivity. But, to … Continue reading Facing the New Buyer Reality
WPP’s GroupM spends $76 billion a year on media. Ginny Marvin on August 28, 2015 Martin Sorrell. Image copyright by World Economic Forum/Photo by Michael Wuertenberg The world’s largest ad agency holding company, WPP, spends $76 billion annually on advertising through its buying and planning arm, GroupM. On Thursday, GroupM announced an advertising deal with BuzzFeed. The companies … Continue reading Here’s Where The World’s Largest Media Buyer Spends Its Money
Bob WoodsAugust 17, 2015 If you don’t know to whom you’re selling, then why are you selling? You may know the overall market to which you’re targeting, but there’s an old maxim from Business Network International (BNI) that really applies in this case: Specific is terrific! (A bit corny? Yes. But believe me, you’ll never … Continue reading The Buyer Persona: A Necessary Element of Social Selling
