How buyer personas help match problems with solutions

August 31, 2011
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A potential buyer weighing up choices will be influenced by the supplier that articulates its services best. These buyers are looking for evidence of a close match between their problem and the supplier’s solution.

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Social media activity delivers 15:1 ROI

August 16, 2011
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“Where’s the ROI from social media marketing?” Last week I was delighted to hear a resounding answer to that question from a client who had achieved a handsome ROI of 15:1 simply by leveraged her online networks.

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Use buyer personas to hone your marketing messages

July 22, 2011
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Competitive advantage belongs to those companies that have the deepest insight into their target buyers. Buyer personas are one way to stay ahead of the pack.

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It costs how much!?! Or why it pays to have the money conversation early

July 17, 2011
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Anyone running their own consultancy or marketing agency quickly learns to have ‘the money conversation’ early. Here are the four key reasons you should be doing it, too.

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Free eBook: a Content Marketing Primer

July 11, 2011
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My eBook ‘A Content Marketing Primer’ wasn’t difficult to put together, was published without a great ‘song and dance’, and has already gained a modest following.

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How to hire a social media consultant

June 13, 2011
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Cheltenham social media strategist Jonathan Pollinger of Intranet Future is advising local businesses with great effect. I quizzed him about the criteria people should use when choosing a social media consultant.

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I just lost a contract. Hooray!

June 5, 2011
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Marketing agencies and consultants may recognise this sorry tale. It’s about how a very large organisation can squeeze you for information and ideas and then drop you without explanation.

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