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KEY TAKEAWAYS:  A buyer persona is a semi-fictional depiction of your ideal customer Buyer personas include elements like role, goals, and watering holes Buyer personas are key in helping optimize sales and marketing communication at each stage of the buyer’s journey Creating effective marketing materials that connect with your ideal audience hinges on a keen understanding of who  you’re trying to reach and what  you’re trying to convey. Buyer personas help establish the who, what, and why of your marketing materials, simplifying the process of communicating with different audience segments.  Here, we’ll look at how buyer personas work, why they’re important, and some tips to help you create accurate buyer personas to deliver marketing messages that help you grow your business.    What is a buyer persona? A buyer persona is a semi-fictional depiction of your ideal customer that is created using customer data, market research, and actual customer insights. Buyer personas give you a …

Why now is the time to invest in training people — while using AI to empower your buyers. Plus, a new 3-minute video training series. …

Sales representatives are known for finding the most efficient way to get something done, so it’s not surprising that, according to a  recent McKinsey report , sales as a business function leads in AI adoption across all industries.  At this point, most of my clients are heavily using AI tools in their sales processes, but I think there are particular benefits for print sales reps, whose sales cycles can be complex and who need to be able to differentiate on something other than price. Here, I’ll share what I see as the AI opportunity for print sales reps.    Your Main Takeaways B2B buying has changed, and sales reps need to evolve along with it. AI-enabled prospecting helps PSPs practice what they preach when it comes to personalization. AI is great for sales enablement, but where it really shines is  buyer enablement: making print buyers less reliant on sales and freeing them up to make purchasing decisions independently.    The New Reality of B2B Buying Over the last decade, I have …

MAIN TAKEAWAYS: A brand model is a strategic framework that helps establish a printer’s brand identity A message map helps printers leverage their identity via consistent communication to different audience segments across all channels The combination of brand model and message map is key in helping printers reach their target audience The print space includes a wide range of print applications, everything from direct mail to large format signage to labels and packaging. The ability to strike up new, long-term partnerships with brands or land repeat, high-volume jobs relies on printers having a keen understanding of who they are as a brand.  Almost every printer out there boasts top-of-the-line equipment and rapid turnaround times. It’s the other components of your brand messaging that will help you connect with your target audience. A brand model and message map are perhaps the two most important elements of your brand messaging, so let’s take a look at each of these elements and …

A new print sample from Canon, a chance to get positive media attention before the end of the year, and a ton of featured resources from thINK. …