Touchpoint Personas for Persuasion and Empathy
Why do so many marketing departments have trouble turning personas into actionable marketing gold? I believe it is because traditional “buyer personas” are too broad in their definition.
Entries by Brian Massey
Your Explaining Face Will Change Your Content Marketing
My ten-year-old son gave me a valuable lesson in content marketing today. Sean has a good friend who, to hear him tell it, rarely changes his expression. It’s just who he is. However, Sean was sharing one of this friend’s more interesting ideas: to build a tall building and put a catapult at the top […]
Social Media Appending: How Far We Have Come
In my most recent ClickZ column, I reflect back on my days as a marketing cog in the corporate machine, a time in which the practice of email “appending” was considered bad practice. Now ESPs are appending social network information to their client databases.
Visual Live Blog: Dan Zarrella on Twitter, Facebook and More
An infographic summary of the Masters Group Training by Dan Zarella on the science behind Twitter, Facebook and other social media platforms.
Visual Live Blog: Andy Beal Reputation Management
A Visual Live Blog of Andy Beal at PubCon Masters Training on Reputation Management. Notes taken by Brian Massey.
Conversion Alert: Invisibility Ray Hurts Email Open Rates and Click-through Rates
Evil forces threaten to render your emails invisible. Learn how to avoid email invisibility and increase your email’s open rate and click-through rate.
Mobile Marketing, Social Media and Conversion: Show me the Money (NSFW)
Tom Myer of the American Marketing Association heards the cats: Brian Massey (Conversion), Tom Hayden (Mobile Marketing) and Jen Wojcik (Social Media) in a panel discussion entitled “Show Me the Money: Make Marketing Work for You.”
Social Media Delivers More Than Just ROI, But I Don’t Care
I want measurable, tangible data on social conversion rates, on how social media gets qualified prospects to a Web property, and how it helps me carry on a conversation with them making them more likely to buy.
How Analytics Saved One Business’s Online Sales
Tom had two sites targeting the same audience, and getting about the same traffic. Both had analytics installed. This was a rare opportunity to see how two very different approaches to Website design affected online sales conversion out in the real world.
B2B Marketers Must Embrace Conversion Marketing
Conversion marketing is about bringing visitors to choice. B2B marketers carry this same burden.
Can marketers in more conservative industries use techniques proven to increase online leads and sales in B2C markets? Not only should B2B marketers try everything that B2C businesses are using, they risk irrelevance if they don’t.
