Most buyer personas are little more than fictional avatars. Jim Kraus, President of the Buyer Persona Institute, shows us how to develop a persona that helps you truly understand the buyer and buying process you're hoping to affect.
Interviews
Conversations with industry experts sharing unique perspectives on the challenges and opportunities in professional services marketing.
Intellectual Capital: How to Make an Idea Truly Transformative with Art Zards
Jason and Jeff welcome expert speaking advisor, Art Zards, to explain why some ideas break through and transform the world around us. And, why others die before the applause even ends.
Referral Genealogy and Developing the Proper Referral Mindset with Brian Caffarelli
Brian shares how to think about referrals, trace the genealogy of our best referral partners, and balance the critical push/pull of both giving and asking for them.
Using Online Reviews to Drive Referrals with Katie Hollar of Clutch
Katie shares the methodology that online marketplaces like Clutch use to publish client reviews and suggests how firms can leverage them to drive a "flywheel through referrals."
How Generative AI is Making Productization More Urgent with Eisha Armstrong of Vecteris
For years firms have pursued productization strategies to drive efficiency or create repeatable revenue. AI is making the need to productize one of survival. Learn why and how to respond.
Automation Domination. Lessons Learned from Efforts to Streamline and Scale 6Sense using AI with Brian Wise, CIO
Decoding digital buying signals. Streamlining operations. Brian Wise talks about all this and more including a discussion about where AI is in the business "hype cycle."
Assessing How Ready Your Firm and Your Clients Are For AI with Peter Buer and Courtney Baker of Knownwell
Professional services firms have the most to lose and the most to gain from AI. Getting your firm and your clients ready is the first step. What does it take?
Unlocking the Real Promise of AI with David DeWolf of Knownwell
Over 99% of AI deployments to date have been focused on personal productivity. David DeWolf shares how firms can unlock higher layers of operational and strategic value in their AI investments.
Doomsday or New Day? How IT Services Firms Are Using AI with Michelle Swan of Tercera
From writing code to amping up call centers to a virtual wingman -- Michelle Swan joins us to talk about how services firms are using AI to drive value internally and with clients.
Unsnoozing the Inbox: Tips on Email Marketing with Ian Brodie
The best way to build relationships at scale is with email marketing. Acclaimed email expert, Ian Brodie, joins Jeff and Jason to share his thoughts on how to cut through the noise and "unsnooze your prospects' inbox."