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Intelligence & Inspiration for Marketing, CI, & Strategy Teams


Buyer Personas: What They Are and What to Include

The average person is exposed to about 5,000 marketing messages per day. That is to say, for a marketing campaign to be successful, it will have to really resonate with consumers for them to consider making a purchase. 

Creating a buyer persona is essential for every business. It helps position a business’s services or products as relevant and worthy of consideration by their target market. Moreover, with a buyer persona, businesses gain deeper insight into their customers’ buying behavior, which is crucial in acquiring and retaining great customers. 

This insight delivers to your marketing, sales, and product teams a wealth of actionable information – both direct and indirect – as the personas:

  • help shape your messaging
  • focus your marketing activities
  • guide product development
  • educate you about your competition
  • improve your pricing strategies
  • enhance your relationship-management activities
  • … and a lot more

Now, how do you create accurate buyer personas that will produce desirable results?

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7 Tactics for Designing an Effective Pricing Page

When a webpage is redesigned, there’s a lot we don’t publicly see - the long process of planning, perhaps some A/B testing, and, finally, the execution. Rarely is a redesign done in a vacuum, but rather it’s done with the intent that the changes will attract and engage more of your prospects. When it comes to a pricing page, you want your prospects to be able to get all of the information they need, have a positive user experience, and ultimately decide to take a step forward in being a customer. Here are eight companies that use different tactics to display their pricing and benefits effectively on their websites.

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7 Tips for Conducting a Competitive Product Analysis

There are many dimensions to a competitive analysis - market and leadership evaluations, sales and marketing assessments, and, of course, in-depth reviews of competitors’ products. A competitive product analysis is an evaluation and comparison of your competitors’ products and how your own products stack up. A thorough competitive product analysis involves looking at many dimensions, including functionality, reliability, and use cases. Whether you’re starting from scratch or updating an existing analysis, this can be a large undertaking, so here are a few tips to focus your efforts and get maximum impact from your work.

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Product Marketing Spotlight Series: Andrew McCotter-Bicknell

Andrew McCotter-BicknellCrayon's Product Marketing Spotlight is an interview series where we chat with product marketers to get a glimpse into their careers and gain unique insight into product marketing strategy. In this edition of Product Marketing Spotlight Series, we shine the light on Andrew McCotter-Bicknell, Associate Product Marketing Manager at ZoomInfo powered by DiscoverOrg.

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