Blog

What is a GamePlan and Why is it Important?

The state of your marketing and sales

Have you taken a hard look at how sales communicates with marketing and vice versa? Marketing and sales teams don’t need to be competing with each other; they need to be working together. Analyzing how your teams interact and fixing those issues will help out tremendously in the long run and in the short term with your buyer persona development. Your sales team talks with prospects on a daily basis to try and sell them your solution/product. If marketing can understands those pain points, they can create content that speaks to those people. And provide material for the sales team to help make the sale.

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Topics: Persona Marketing, Content Marketing

What is a Buyer's Journey, and Why is it so Important?

The buyer’s journey. What is it exactly and why is it so important for businesses to map and critically look at these journeys when structuring the framework of their marketing strategy?

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Topics: Persona Marketing

These Are the 3 Types of People Who Visit Your Website

Naturally you want people who visit your website to buy from your company. But the truth is, most of your visitors aren’t ready to buy. And if you focus all your marketing on the small portion that is ready to buy right at the moment they visit your site, you're leaving hundreds of opportunities behind. Beyond any other single marketing asset, your website needs the breadth and depth to attract and retain interest from visitors at every stage in their buying process.

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Topics: Persona Marketing

How My Customer Journey with Zappos Made Me a Better Marketer

In the marketing world, we talk about the customer journey — the steps that your prospects go through in their decision-making process for whether to purchase from you or not — quite a bit. After all, you can’t  find your prospects, connect with them, and establish trust with them without knowing what their decision-making process is actually like. With that in mind, I decided to eat our own dog food and recount a recent customer journey of my own — the journey of how I became a Zappos customer. Here’s how it happened:

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Topics: Persona Marketing

Does Your Website Reflect A True Understanding Of Your Ideal Customer?

In the early days of digital marketing, websites were mostly generic brochureware. 15 years ago, the user experience on a website was not a universally-accepted integral part of a company's brand or messaging. To be fair, most companies were still familiarizing themselves with the very concept of a company website at all, and everyone was still figuring out the rules and conventions as they went along. Persona marketing, much more ubiquitous today, was essentially non-existent at that time.

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Topics: Persona Marketing

Key Components of a Great Buyer Persona

If you have not yet created buyer personas to support your marketing planning, tsk tsk. Consider yourself also chastised if you have personas but don’t actually use them. Make this a priority for 2015: create a buyer persona for each of your key audience segments. We’ll give you a head start, with some insight here on the key components that go into a great buyer persona.

Each persona is like a guide who will direct you toward the marketing content, formats and delivery channels your most important targets are using. Without that help, you risk wasting time and money wandering around in the vastness of the online marketplace, hoping you’ll run into a viable prospect.

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Topics: Persona Marketing

How Customer Research Yields Gold for Marketers

Today's post is a guest post by Peggy Lawless from Lawless Research LLC

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Topics: Persona Marketing

Considering Generational Differences: Brainstorming Ideas!

Lately, we have been talking a lot about the differences in catering marketing techniques to different generations.  To make it easier for you to practice effective online marketing tactics, we have segmented the market into four key generations: the Mature generation, the Baby Boomers, Generation X, and the Millennials.  Today, we want to do some brainstorming.  We hope that our ideas will be a good starting point for you to market your products, services, and/or brand to any or all of these four generations!

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Topics: Persona Marketing

Developing an Online Marketing Plan: Key Publics

As a Denver Marketing company, one of our specialties is helping businesses develop their online marketing plan. In the beginning stages of developing said plan the key publics (buyer personas) must be determined. Key publics help shape a company's online marketing plan.

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Topics: Persona Marketing, Inbound Marketing