A Marketing Must-Do: Data-Driven Buyer Personas

The first time I came across the concept of buyer personas was 12 years ago in a technology marketing workshop. At that moment, a lightbulb went off, and I thought, “hey, I’m not the only crazy one creating pictures in my head of the person I need to persuade.” Back then, I welcomed the buyer

When capital is cheap, what does the smart money do?

Efficiency, efficiency, efficiency For a long time now, the watchword in business has been efficiency, efficiency, efficiency. As a result, managers who want to improve their bottom line know their ratios and take pride in how well their processes are optimized. But has this single-minded focus on efficiency come at the expense of something more

Market Mastery: The 4 Elements of Beachhead Strategy

Your early-stage firm is building a new product or service. Let’s assume you’re growing fast. As the CEO or CMO, it’s your job to make the call on the target market. Go too wide, and you risk drowning the product through lack of differentiation. Go too narrow, and you won’t have the reach to make