The Marketing High Ground series: PERSONAS is now available in both paperback and Kindle versions.
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Posts Tagged ‘personas’
New mini-guidebook: How to build a PERSONA
Friday, February 10th, 2012Preview “The Marketing High Ground”
Wednesday, March 23rd, 2011Download an excerpt — The Marketing High Ground
If you are interested in the best practices surrounding persona development, drafting crisp positioning statements, and crafting messages that are relevant and meaningful to your persona, you’ll want to read The Marketing High Ground. Available in May 2011 on Amazon.com, this book is the essential playbook for B2B marketing practitioners.
A Day in the Life of a CIO
Monday, October 11th, 2010
At last week’s TechTarget ROI Summit in San Francisco, Marilou Barsam, SVP of Client Consulting and Corporate Marketing at TechTarget, shared the results of a Spring 2010 survey of what TechTarget calls the “hyper-active researcher.” Key findings from the 1,700+ survey responses were that these buyers spend the majority of their research time online and nearly 33% are planning 4-6 IT projects within the next year. On the panel during her session was the CIO of a financial services firm. This individual represents the persona of the “hyper-active researcher” and shared with a packed room of B2B marketers how he approaches his role and prefers to interact with vendors.
This CIO is always on the lookout for the next solution to move his company forward. During a typical day he:
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The mousetrap the world has been waiting for?
Thursday, May 13th, 2010Conceptually, the theories of persona-building, positioning, and messaging are easy to understand. However, sometimes it’s helpful for a marketing team to critique a real example and then discuss the parallels to their own business. An example that everyone can easily relate to, and that is separate from the business you represent, is also an effective way to diffuse any emotion that may hinder folks from seeing the lessons associated with trying to execute a poor go-to-market strategy.
The following is a true story: the case of a better mousetrap. In 1955, an eager entrepreneur introduced a revolutionary new product that was destined to change the world of “rodent control”. In addition to producing leaflets, promoting through friends and family, this ad (click on the link below) ran in a variety of publications at the time.
