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What comes up when you Google your name with the name of your most recent employer? Potential employers do that all the time. And you can influence what they see! Remember, on the Web you are what you publish.
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"I love Malware City. It is a terrific example of what excellent information, created especially for buyer personas can do. Unlike product advertising hype, Malware City shows potential customers that BitDefender is a smart player in the market."
Is it time for an Identity City? Possibly a continuation of the Identity Hero concept?
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This is great.
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When you stop selling assumed competence and begin being honest about what you do, you can deliver a meaningful message to your customers and prospects that they will want to hear. Nobody cares what you do, they only care about what you can do for them. The fact that you think you are best of breed has little effect on your customers, your relationship with them or the solutions you hope to deliver.
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In particular, I was intrigued by the term "counter-blogging" which Capt. Faggard says is when "Airmen counter the people out there in the blogosphere who have negative opinions about the US government and the air force."
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As the RightNow Technologies example shows, there are clear benefits to marketing based on detailed understanding of buyer personas. In particular, when you stop talking about you and your products and services and instead use the web to educate and inform, you will be more successful.
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The story of Christ's birth is a story of promise, hope, and a revolutionary love.
So, what happened? What was once a time to celebrate the birth of a savior has somehow turned into a season of stress, traffic jams, and shopping lists.
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