A blog dedicated to advancing inbound marketing and PR


Create A Great Customer Persona [downloadable sample]

February 13,2018 | BY: Kristin Jones

One of the first questions to consider when creating a marketing strategy or any individual piece of content to fuel that strategy should be this:
Who am I trying to reach?

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Topics: Planning, Personas

How to Create Insightful & Actionable Buyer Personas

January 17,2018 | BY: Kristin Jones

Who are your customers? What are their needs? How do they like to get information? What is most important to them in making a purchase decision? What prevents them from buying?

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Topics: Planning, Personas

Quick Tip: Target Your Marketing With Detailed Customer Personas

September 04,2017 | BY: Kristin Jones

Pop quiz: Who is your best customer?

5 … 4 …. 3 … 2 …

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Topics: Planning, Personas

3 Reasons You Need Customer Personas

August 29,2017 | BY: Kristin Jones

As marketers tackle branding—whether introducing a completely new brand or rebranding an existing company, product or service—the most focus is rightly on defining what the brand means. But there is another step that too many people overlook: defining the customer.

Who is buying your product or service?

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Topics: Personas, Sales

What Inbound Leads Need to See in the Decision Stage

July 06,2017 | BY: Kristin Jones

When planning a complete inbound marketing campaign, it is essential to plan out the content you will use at every step along the way.

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Topics: Inbound Marketing, Personas

Quick Tip: Don’t Forget Buyer Personas

April 24,2017 | BY: Kristin Jones

There are a lot of moving parts to keep track of when creating a new brand identity.

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Topics: Branding, Personas

Match Marketing Content to the Brain’s Behavior

April 19,2017 | BY: Kristin Jones

Planning your inbound marketing content starts with an overall strategy, but then involves determining precisely how to present each message or collection of information.

Improve the results of your content by considering how your intended customer’s brain processes different formats.

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Topics: Branding, Personas

How to Plan Content to Build Awareness

March 30,2017 | BY: Kristin Jones

Developing inbound marketing campaigns requires carefully planning content for each stage of the sales funnel (aka buyers journey). Regardless of which specific method of segmenting you use (see three ways to consider the sales cycle here) the first level of content most prospects encounter will be designed to build awareness and introduce readers to your key areas of focus.

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Topics: Content, Personas

Quick Tip: Match Your Content to Your Customer Personas

October 24,2016 | BY: Kristin Jones


Take a few minutes to think about the content you have created lately. Who are you trying to reach with it?

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Topics: Content, Personas

5 Secrets to Humanizing Your Lead Nurturing Emails

September 13,2016 | BY: Kristin Jones

We’ve detailed the benefits of using automated lead nurturing to initiate and continue a conversation with website visitors who convert into leads:

And, of course, providing instant response to interested visitors at a time when 25-50 percent of sales go to the vendor that responds first.

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Topics: Lead Nurturing, Personas


Keeping up with Kristin

KristinBW4.30.15I enjoy traveling the globe to meet with clients, educate companies about all things PR and Inbound Marketing, and speak at industry events.  Meet up with me when I’m in your city.  Where will I be next?  Meet Kristin

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landing page content template


comprehensive guide to designing and executing ctas