Marketing Quick Tip: Voice of Customer

Just because you have a smart sales team that knows your buyers, doesn’t mean their gut instinct is always right. Validate the hypotheticals with voice of customer. Take the psychographic documentation from your Persona Profile Report, and reword each of your hypotheticals into questions. For example, if you determine one of your Value Propositions is your company’s ability to make the most durable products, rephrase to ask “What values do you find in our products, and why did you choose us?” Follow suit rewording each hypothesis, then use an unbiased third party to interview your clients and ask the questions. [...]

By | 2018-06-28T18:11:57+00:00 June 28th, 2018|

Get a Custom Blueprint to Meet Your Marketing Goals & Increase Sales

Are you tired of bad marketers? Us, too. This is a time when marketing “experts” seem to be falling from the sky. Anyone with a website, blog, Facebook page and opinion thinks that their “magic marketing formula” will fast track your sales and make customers empty their pockets. And when the results don’t show, or that new, sure-fire tactic fizzles out, those experts are either gone or on to the next “big thing.” Sure, the sales and marketing world is evolving at a rapid pace, and there is a maddening amount of new marketing tactics and channels at our fingertips. [...]

By | 2018-05-31T16:23:01+00:00 May 30th, 2018|

Go Big with Your Next New Project Launch

Every year, companies have new projects or special projects to get off the ground. These kinds of projects require innovation, but innovation can sometimes create chaos. For this reason, it’s critical to put significant thought into the strategy. Chaos can be avoided when the time is taken to understand and define the project goals. From there, comprehensive strategies can be implemented that directly support those goals. Here are some examples of new/special projects: Launching or testing a new product, line or division Offering a new service Unbiased examination and analysis of any current process, product or service Introducing new staff [...]

By | 2018-05-31T16:44:10+00:00 April 2nd, 2018|

Validate Your Hypotheticals with Voice of Customer

In our recent post An Overview of Persona Creation, we touched on the importance of validating your hypotheticals to confirm if your hunches about your buyers are correct. No scientist would claim “fact” without experimenting to prove or disprove their hypothesis. In the same way, no good marketer would go to market without first proving or disproving their beliefs about who their customers are and why they make the decisions they do. There are a few different ways to validate the personas you created, but one of the best is Voice of Customer. The Voice of Customer Process No one [...]

By | 2018-05-31T16:49:35+00:00 March 1st, 2018|

Why You Should Be Doing Buyer’s Journey Mapping Before You Begin Marketing

If you know the right accounts to target and have identified commonalities in the people that hold the power to choose your company over your competitors, you can start thinking about how to reach prospective buyers. We say “thinking about” because you’re still in the strategy phase. There’s still research and planning that must be done before you start taking action and launching your marketing tactics. Your next task is to do buyer’s journey mapping. The Buyer’s Journey Mapping Process Buyer’s journey mapping documents each persona’s journey through the three stages of the purchase decision process: Awareness – The prospect [...]

By | 2018-05-31T16:50:00+00:00 February 26th, 2018|

Business Model Development: Build on a Strong Foundation

It’s inevitable that every business will eventually face challenges associated with growth and decline. Most fail to maximize potential, sustain growth or turnaround a decline because their business model is either not understood, relevant or sustainable. Building a business or marketing plan without a solid business model is foolish. It’s like building a house without a solid foundation — it may be fine in the short term, but it can quickly crumble. This article will provide some tips and insight for effective business model development. Better Business Model Development A solid business model is built on critical foundational pillars that [...]

By | 2018-05-31T16:50:29+00:00 February 23rd, 2018|

An Overview of Persona Creation

A pair of our recent posts, Find More Customers Like Your Best Customers and Market Intelligence Reports: Detailed Insights Into Your Best Markets, provided information to help you target your ideal accounts or companies. But at the end of the day, B2B sales is a people-to-people business. To make a sale, you’ve got to convince the people within a target company — specifically the decision-makers and influencers — that they will benefit from purchasing your products or services. In order to effectively communicate with these people, you need to have an idea of who they are and what makes them [...]

By | 2018-04-27T20:05:52+00:00 February 19th, 2018|