Unleash Possible: A Marketing Playbook That Drives Sales

It all started one year ago at a dinner hosted by Katie, Apparao Karri and Megan Tonzi during Marketing Profs B2B Forum. That night I sat down between two amazing writers, Carlos Hidalgo and Ardath Albee, and we talked books, marketing strategy and helping businesses grow. It was just the push I needed to start

Is your business differentiated? Test yourself against these attributes

Every week I talk with business leaders about growing their business. While every business is unique, you’d be shocked how often their differentiation sounds like it comes from the same company. They are scalable, innovative and action oriented. Blah! Their product or service may be all of those things, but none of it is differentiating.

Higher Conversion Rates With Personas

Companies who exceed revenue and lead goals are 3.4x as likely to segment their database by persona-related fields other than demo/firmagraphic information than those that miss their goals. It’s no wonder persona discussions are a hot topic amongst marketing teams everywhere. As we speak, marketers are sitting in conference rooms, drinking diet coke, filling white

Bring Order to Chaos with Content SLAs

Long ago in a dark windowless office, I sat frustrated reviewing my team’s content deliverables. We were responsible for a new market segment within a mature software business.  The content review processes we were expected to follow were built to support a 20 year old, billion dollar business. Nothing about that suited our needs. We had an aggressive content schedule,

Is the Term Buyer Persona Limiting?

After a recent workshop I was packing up my things and one of the participants shyly approached. She pointed out that my persona definition slide was wrong. She then went on to explain what I had taught her. In fact there were four types of individuals that must be influenced during the purchase process. Calling

Scaling Your Content Marketing: Q&A with Jen Kelly

Social media is more than another channel; it’s a totally new way of conversing with our audience. With this opportunity comes a lot of pressure to produce a steady cadence of high quality content. As marketers we’re struggling to keep pace. Jen Kelly, founder of NimbleQuotes.com, wants to help you address that very challenge. NimbleQuotes.com is