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

B2B vs. B2C: We’ve Got It All Wrong

In the wise words of my friend and agency founder Dan Greenwald, there is no Business to Business there is only Business to Human. Despite this gut instinct, for many years I bought into the notion that Business to Consumer (B2C) marketing is completely different from Business to Business (B2B) marketing. But something always nagged

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

Four Really Bad Excuses For Not Attending B2B Marketing Forum

Have you registered for Marketing Profs 2015 B2B Marketing Forum yet? What are you waiting for? Excuse #1  I just attended another conference  I get it. FutureM, Content Marketing World, INBOUND, Dreamforce and many other conferences all happened within the last couple of months. You might be feeling a little conferenced out. But here’s the