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Download the thINK Forward 2025 Fourth Edition! …

What the USPS FY25 results mean for you. Plus, catch up on industry hot topics in 3 minutes or less, level up your marketing game in 2026, and download all the media profiles you need. …

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 …