If They’re Not Interested, You’re Not Interesting

Posted on Jul 14, 2017 3:07:20 PM by Carolyn Hansen

There are certain products and services that are just fun to market. But there are many more products and services that just aren’t, well, sexy. Does that mean that they should have boring marketing content? Absolutely not. All content has the potential to be interesting. In fact, it needs to be interesting to be effective.

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Posted in Content Marketing, Storytelling, Buyer Personas

One Dangerous Mistake is Preventing Successful Buyer Persona Development

Posted on Jun 23, 2017 6:30:00 AM by Brittany Laeger

I see it all the time. Whether it’s a new HubSpot portal, a PDF document, or just in conversation, there seems to be one, universally dangerous tactic that keeps marketers from having successful and useful buyer personas.

Now before I tell you what the one thing is, let’s just make sure we are all on the same page.

Buyer personas are meant to be fictional representations or cross-sections of your ideal potential buyers — a tool to identify and visualize your target audience.

When done correctly, they can help you better understand what drives a customer purchase, how to communicate with them in the consideration process, and what barriers they might have along the way.

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Posted in Buyer Personas