August 7, 2017 at 1:00 PM

Technology is a Tool, Not a Solution

Sorry to be the one to break it to you.

Whether it's HubSpot or InfusionSoft, whether it's a new LMS, TMS, HRIS, or HCM system...whether it's a new version of Office or a new cell phone...

Technology alone won't solve your problems.

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July 24, 2017 at 10:38 AM

How to assign personas to your leads, customers and prospects?

The value of using personas should be clear, but then the question arises: how do we assign personas to our prospects, leads and clients?

A solid content marketing plan will help you do this. Ideally, you'll use a tool like HubSpot, that makes both the workflows and the CRM integration easy, but this can be done manually or with other solutions. 

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July 20, 2017 at 11:05 AM

Write for your reader. Write for your personas.

Your elementary school English teacher probably taught you, as mine did me: Write for your reader.

This remains some of the wisest advice I've received over the years. People care about themselves. All the more so, if there is a definite need, then until that need is met, they don't really want to hear about other details.

If someone's car broke down and they need to get to work, going on about the stereo isn't going to help sell the car. If someone had a tree fall on their roof, having the largest range of color options isn't what's going to sell the deal.

Start with what is the pain point of the consumer, and repurpose your content to meet the needs of each of your defined personas. Most ebooks, articles, white papers, tip sheets, etc. can be rewritten pretty easily for each of your personas.

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July 18, 2017 at 4:24 PM

What motivates a Persona?

Personas should be at the foundation of all of your marketing, sales and customer service efforts. The key to a good persona definition is understanding their motivations...what emotions drive them.

Marketers will be more comfortable with this, generally, than sales people, as this approach means selling to individuals, not companies. Each person involved in the decision making process may have different motivations, and be categorized as a different persona. 

This means, when analyzing your data, you need to consider patterns of which personas get you in the door, which close the door and which walk you into the Executive office.

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June 7, 2017 at 5:30 AM

Successful Selling

I recently read a blog post about encouraging sales people to transition how they have their sales conversations...that is, advising them to not jump into their spiel.

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