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How to Write Your Buyer’s Mind (Part 1)
My colleague Andrew Moravick and I recently gave a talk entitled, “Are You a Marketer or a Mind Reader?” Our talk’s subtitle was, “How to Know What Your B2B Buyer Is Really Thinking.” We kicked off our...
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How to Write Your Buyer’s Mind (Part 2)
In Part 1, we explored how B2B marketers try to read the minds of their buyers. In Part 2, we discuss how they might write those minds. Stop Mind Reading, Start Mind Writing As I said, the B2B...
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4 Ways Market Research Can Help Your Professional Services Firm Grow
Let’s get right to the point: Any professional services firm that doesn’t conduct market research before formulating its brand or marketing strategy is asking for trouble. With all the information...
View ArticleAre Brands the New Gods?
“Marketing must be much more mythical.” – Wolfgang Schaefer and JP Kuehlwein What purpose do brands serve? On the surface, a brand is merely a distinguishing mark that is supposed to set one product...
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How the Right Domain Name Impacts Your New Website
Setting up your new business website and determining your business name isn’t for the faint of heart. You must remember that once you’ve built up your business, changing your name would be...
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The Art of Creating an Excellent Customer Testimonial
Testimonials are an invaluable marketing tool for businesses of all sizes. An honest, engaging testimonial from a happy customer can often be the deciding factor for a wavering prospect. Read: Customer...
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3 Questions to Help You Audit Your Positioning Statement
Summertime is the best time to audit your positioning statement for effectiveness, and it’s easy to do. Read: Building Brand Awareness: 5 Marketing Initiatives That Work A positioning statement...
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How to Attract Your Ideal Customer on Instagram
If you’re looking for additional channels to market your brand, which of the following are you thinking of using? Twitter, LinkedIn, or Pinterest? Did you know that none of those channels has beaten...
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Community Values: How Embracing Facebook’s Algorithm Change Helps Businesses...
Over the past few years, it has become impossible not to notice Facebook’s pervasive nature as a platform for not-so-subtle advertisements. Consumers have taken note and expressed their distaste – to...
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Positioning in the BI Marketspace: A Herd Mentality?
Guest Post by Lawson Abinanti, founder of Messages That Matter. Of the nineteen business intelligence (BI) companies evaluated in our 4th annual assessment of positioning in the BI space, more than...
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Positioning in the BI Marketspace: A Herd Mentality?
Guest Post by Lawson Abinanti, founder of Messages That Matter. Of the nineteen business intelligence (BI) companies evaluated in our 4th annual assessment of positioning in the BI space, more than...
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