Creating and Using Buyer Personas to Enhance Your Content Marketing


Most marketers understand that creating buyer personas has become an essential first step in the creation of a solid content marketing strategy. But what exactly are buyer personas, and how

 do we create them?


Bringing Clarity To The Midmarket

A clearer picture of the midmarket IT landscape is emerging thanks to a recent study of IT leaders we conducted at our Midsize Enterprise Summits. Some of the findings are eye-opening, while others further validate the long-term trends shaping this market.

Emotion In The Workplace: Is It OK To Cry?

Recently, the question of women and anger/emotion in the workplace has been getting some press, and I find myself flip-flopping on how I feel about it. It started with a comment by a senior-level female exec I GREATLY admire who admitted to getting so angry in an executive boardroom situation that she cried. The reaction to the tears from her male counterparts was, "No crying allowed." 

Instead of recoiling, she took a moment and channeled that anger into an expletive-laced tirade that would make any sailor proud, and then quit her job. Every woman in the room applauded as if to say, "YES!  YOU GO GIRL! Wish I had the guts to do that!" Another female exec used the notion of "no crying" as an example of what people tell women at an early age that holds them back from being successful.

Solution Providers Should Aspire To Become Strategic Service Providers

As the world of IT solutions continues to evolve, one important point of consideration for partners is understanding how they deliver their products, what’s changing about it and how to position themselves with customers as a result.

Increasingly, products are being delivered as services. Services require a very different way of looking at the business model and demand a different structure over the long term.

Keep The Partner In Mind And You Won’t Go Wrong

Over my 25-year sales career, I’ve read dozens of books on how to become a better salesperson and communicator. “The Challenger Sale.” “The Little Red Book of Selling.” “The 25 Sales Habits of Highly Successful Salespeople.” Name the book; I’ve probably read it.

I certainly learned a lot from each and every one. But the best sales tip I ever received came from my father, and I’ve come to believe it’s really the only strategy you need to be a successful communicator. That is, approach every conversation with a full appreciation of the customer’s point of view. If you don’t view yourself or your product or service through the customer’s lens, you really have no chance of understanding his/her motivation.

‘Lean In’ Or Leapfrog? How One Woman Changed The Game

The best part of my job is that I spend a fair amount of time planning The Channel Company’s events for female executives, and I have the privilege of listening to and being inspired by many successful women, each with a story more fascinating than the last.