Activating Persona Insights

As leaders, we do a lot of work to understand our audience. We talk to customers, we survey buyers, we watch and interpret traffic patterns. All of this research gives us insights into what messages and offers are most likely to resonate for a given audience segment. However, the knowledge is only valuable if we

Three Rules for Publishing High Impact Research

I recently read The Content Experience Report by Uberflip with much interest.  After all, content strategy is a big part of what we do here at the Marketing Advisory Network.  In summary, I think the report offers some good tips and is worth reading, particularly the section about navigation. However, the report also falls victim

Have customer satisfaction scores become useless?

Exceptional customer experiences are what drive word of mouth marketing.  As marketers we often strive to improve customer advocacy by using customer satisfaction surveys to collect feedback about our service interactions. Sadly, the method is easily manipulated and instead of soliciting sincere feedback, many teams are gaming the system to collect high scores. This is exactly

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

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

Conduct Insightful Persona Interviews

  Truly effective marketing begins with a deep understanding of our buyers yet gaining this insight is not easy.  It takes dedication, specialized skills and a lot of patience. But I promise it’s worth the effort! When well executed personas can help you accelerate demand, increase conversion rates, secure loyalty and improve your relationship with sales. Unfortunately,