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Archive | Lead management

Making buyer personas work

Buyer Personas

We have discussed how to create buyer personas, and why you should do so. The benefits are so alluring that it sounds like a no-brainer. Who could argue with the idea of getting to know your customers better, and all the gains that implies? But a survey of 194 marketing and sales professionals last year […]

The art of creating buyer personas

Creating buyer personas

How well do you know your customer? Not the person who last bought your product, but your target customer. The current thinking is that you should know your target customer personally. How? By creating a persona for them, with a name, and full demographic details, together with their interests, and what they want from you. […]

B2B social platforms that work

B2B social platforms

We’ve written before about choosing your platform for communication, whether it’s social media, your website, or other channels, and also about some particular channels. It’s never easy to know what platform to choose, so we thought it might be helpful to put together some facts about social media use in B2B, and what content works best on […]

Rethinking the sales process

rethinking the sales process

The sales ‘machine’ has long seemed to have a very clear shape and role. But we have commented before that the role of sales teams is changing. So what effect does this have on the sales ‘machine’? The machine is stalling A well-performing sales ‘machine’ used to be key to sales. Companies used defined processes […]