Put Your Buyer Personas to the Test
How to validate your Ideal Customer Profile and Buyer Personas using paid social and search.
Blog
How Data-Enabled Digital Lead Generation Derisks B2B Organic Growth
When you run a B2B company, it goes without saying that producing significant returns is always a top concern. However, every time you deliver, you only raise the bar higher. It’s not enough to rely on add-on acquisitions and margin enhancement to fuel growth. They work but they’re not the end-all, be-all. You need a …
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Why Selling Professional Services Differs From Product-Based Sales
When Greg Alexander successfully sold his consulting firm in 2017, he thought he was headed into early retirement. After some downtime, though, Greg found himself itching for a meaningful second act. And when a mentor spoke with him about the concept of the circle of competence, a lightbulb went off for Greg. The circle of …
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Your Founder Is Not Your Market: Finding Product-Market Fit
It’s a story we often hear on the CEO Campfire Chat podcast. A founder faces a problem in their life. They search for a solution in the marketplace, and it just doesn’t exist. Instead of sitting idly back, they create a product or service to address their need and bring it to market to share …
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Customer Segments Change: You Need a Segmentation Maintenance Plan
Devising strategy and direction for your organization should never be a one-time event. Any number of factors can affect what your business does, how you do it, who you sell to, and where you fit within the context of your industry and the world at large. That’s why a segmentation exercise must be a regular …
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Smarter Marketing Spend Through Customer Segmentation
The customer segmentation process begins by identifying all the types of customers who buy from you. The next step is to zero in on the segments that generate the greatest revenue with the least amount of effort. Once you’ve found those high-value segments, it’s time to start engaging with them. When you focus your sales …
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You Need Proof for Your Personas
Does this sound familiar? The leadership team calls a meeting to discuss buyer personas. Everyone sits around the boardroom table, tossing out ideas about what the people who buy your products or services are like. It’s not pulled out of thin air. Your head of sales reminds you about the big client you won in …