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Archives for February 2015

The Six Components of a Message Platform

February 16, 2015 By Tim Matthews

Given the glut of information buyers face every day, a successful marketing campaign needs to say something interesting, relevant, and meaningful. And, it needs to say it over and over again. Marketers refer to the collection of carefully chosen words and phrases that they use to describe their offering as a message platform. The message platform is the master document on which a lot of other writing will be based. All communication should conform to the message platform. There are many ways … [Read more...]

Filed Under: product marketing Tagged With: message platform

13 Questions to Jump-start Your Buyer Persona Research

February 9, 2015 By Tim Matthews

Interviews are critical to developing a good buyer persona. Actually speaking with the buyers can uncover insights that would never come to light otherwise. Simply creating a persona via research, using demographics, is a waste of time. You need to understand how they think, not just who they are. Many marketers never take this step. Contacting real buyers is a difficult and challenging task. And what do you ask them? Here are 13 questions to get you started, followed by a format for compiling … [Read more...]

Filed Under: Uncategorized Tagged With: B2B, buyer persona

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