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The Importance of Personas in Industrial Marketing In a digital world of personalized customer experience, knowing your audience is vital to a growing, thriving industrial brand. Selling a product may be the most important part of your company’s profit margin, but understanding the individuals who investigate, research, and purchase from your company is the foundation.

On several occasions, I have had the privilege of speaking to credit union or bankers groups and marketing professionals on the topic of unlocking YOUR digital marketing formula. I emphasize "your" because everyone shouldn't use the same digital tactics. What works for one business may not work for another. We preach this message to our clients, including our many bank and credit union clients. Despite being in the same industry, the location of these financial institutions and what they're ultimately trying to achieve can vary. To figure out the right formula, we need to break down who your specific customer is, what THEIR goals are, and how you can help them achieve those goals. (See the theme starting to develop? This is about them, not about you.) We kicked off a past workshop session by showing some industry trends (who doesn't love to take a peek at what everyone else is doing?). With marketing expenses representing around 7 to 12% of total revenue, investing in the wrong strategies is a costly mistake.

As a salesperson, it is extremely important to get off to a good start with your prospect. The days where selling and relationship building went hand and hand are over. Today it is all about what you know and how you solve problems. In this article, you will learn more about how research has revealed the best type of B2B salesperson.

If you’re like most business owners and marketing managers, you wonder if you’re using the right marketing strategies and tactics. With marketing expenses representing around 8% of total revenue, investing in the wrong strategies is a costly mistake.

There's a coolness factor for having a mobile app. After all, mobile marketing is often part of many inbound marketing plans, and apps are awesome, right? With all the hype about mobile usage and the convenience of mobile apps, you might think every company needs one. Well, think twice about making that investment.

If you were to put a group of marketing managers and business owners in a room and ask who could clearly define their target customers, most would raise their hand (most probably think they’re above-average drivers, too).

How well do you know your website visitors? How easy is it for them to use your website? You could probably wager a confident guess about who your visitors are and where they struggle. You’ve probably thrown heavy investments into your website and online marketing based on that intuition. Wouldn’t it be great if we could test what we think we know about visitors in order to make the best marketing decisions moving forward?