The Relationship Between Personas, Buyer Journeys, And Sales Funnels

High-performance inbound marketing teams utilize buyer personas, understand buying journeys, and closely monitor their sales funnels. I’m helping deploy a training lesson on digital marketing campaigns and buyer personas with an international company right now and someone asked for clarification on the three so I think it’s worth discussing. Targeting Who: Buyer Personas I recently wrote on buyer personas and how critical they are to your digital marketing efforts. They help segment and target your

What Are Buyer Personas? Why Do You Need Them? And How Do You Create Them?

While marketers often work to produce content that both differentiates them and describes the benefits of their products and services, they often miss the mark on producing content for each type of person that is buying their product or service. For instance, if your prospect is seeking a new hosting service, a marketer focused on search and conversions may be focused on performance while the IT director may be focused on the security features. It’s

What is Netnography?

You’ve all heard my thoughts on buyer personas and the virtual ink is barely dry on that blog post, and I’ve already found a new and much better way of creating buyer personas. Netnography has emerged as a much faster, more efficient, and accurate means of creating buyer personas. One means of this is online research companies utilizing location-based social media data (geotagged) to analyze the social interactions and preferences of customers based on a

Creating An Inbound Website For 2014

Every week on the Edge of the Web Radio podcast, Erin and I stress that the mistake that most companies have is that they believe their site is an online brochure rather than a living, breathing salesperson. When your site is producing great content that’s recent, frequent and relevant… you build momentum and help people to believe in you and your products or services. It’s also important to note that I don’t believe inbound is