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Use an Ideal Customer Profile to Spot Bad Customers

December 27, 2016 by Will Kerschbaum
Found in: Content Marketing, Inbound Marketing, Buyer Personas

fake nose and glasses -- can you spot your ideal customer?

There was a time when our agency would do business with anyone who wanted to work with us. It helped ensure that our people had a paycheck at the end of the month, and we were getting a lot of projects that we were good at. What's not to love, right?

But we discovered that many of our good-paying clients were also our worst clients. We bent over backwards for them time and time again to do amazing work, but we weren't enjoying the work and the clients were never fully satisfied. What went wrong?

How to Create a Buyer Persona That Wins More Sales

March 17, 2016 by Will Kerschbaum
Found in: Marketing, Buyer Personas, syndication

How To Create A Buyer Persona That Wins More Sales

Let me introduce you to Kelly. Kelly is a 39-year-old marketing director at a growing mid-size company. She’s the sole marketing person at her organization, and she’s relatively new at the company—but she learned quickly that she needs to prove her value to the CEO and the VP of Sales, who think marketing is a touchy-feely department that doesn’t provide the sales team with the support they need.

Kelly wants to make a marketing impact at her company that helps them achieve real growth. She’s thinking about implementing inbound marketing, but she doesn’t how to get started or how to convince other stakeholders that inbound can provide the results they’re looking for. She’s looking for a strategic and creative partner who can help her launch and optimize an inbound marketing system that delivers meaningful sales support.

Kelly is vital to my work because she helps me understand our clients better.

She’s also one of my imaginary friends.

Are You Talkin’ to Me? Why Your Content Is Written For the Wrong Persona

February 10, 2015 by Marisa Smith
Found in: Content Marketing, Blogging, Buyer Personas, syndication

WBG_blog_feat_img_DISC_Communication_SkillsAre you writing your content to fit your prospects’ reading styles?

Surprised that readers have communication styles? Sure they do! Whether you’re listening to a message or reading it, you evaluate it and interpret it using similar criteria. There’s a lot of well-written content that has less impact, simply because it’s not written appropriately for the intended audience. Delivering your message in a way that fits your audience helps you gain credibility and influence, and helps produce the results you’re after.

Jodee Jernigan at Ignite UX Michigan: Create Useful Personas that Work

October 17, 2014 by Marisa Smith
Found in: Buyer Personas, Design and Usability

Ignite UX MichiganWhole Brainiac Jodee Jernigan is speaking about user personas at Ignite UX Michigan on October 21. Jodee will share some of the techniques she has developed to create personas in her talk, The Naked Persona: Create Stripped-Down, Useful Personas That Work.

How to Improve Your Sales with Inbound Marketing

May 02, 2014 by The Whole Brain Group
Found in: Inbound Marketing, Buyer Personas, Ideal Customer Profile

Pocket Guide to Inbound MarketingMany marketing budgets are spent broadcasting across multiple formats in a buckshot-like approach, hoping to snare a few leads in the process. This outbound marketing approach may include mass mailings, cold calling, billboard advertising, and commercials - techniques meant to get your product or service in front of lots of people in the hopes of engaging with a few.