I’m your customer? Do you really know me?

You’re trying to sell me something, but do you REALLY know me?car on train

Here’s a quick quiz for you:

  1. How old am I?
  2. Where did I grow up?
  3. Am I married?
  4. How many siblings do I have?
  5. What do I like to do in my spare time?
  6. What kind of music do I like?

Face it, Mr or Ms seller, if you can’t answer those six questions, you really DON’T know me. That’s why buyer personas are so important today.

Advertising is losing effectiveness

Those stupid, in-your-face TV ads are not working anymore. Driving a car on top of a train does not impress me, Mazda. And when every commercial is a car commercial, does it really work for anyone? You all sound exactly alike. When I decide to buy a new car, I’m doing my own research!

We need a LOT more creativity and intelligence in advertising today – that is what I believe.

Hubspot is right. We are getting better and better at blocking unwanted advertisements.

The vast wasteland of TV and radio advertising is really a disaster. In fact, it seems to be growing worse and worse over time.  We are simply being inundated with worthless information! (I no longer listen to the radio when I’m driving. I use internet radio like iTunes Radio or Pandora, rather than listen to terrestrial radio. That way I can avoid ads, as well as choose my own kind of music.)

“I’m as mad as hell and I’m not going to take it anymore!” – famous movie line.

What do you think? Are you being bombarded with worthless information too? We love comments and those who share on social media.

Proud Graduate of the University of Notre Dame

“Other schools give 4 year degrees. Notre Dame gives 40 year degrees.”

Jeff Ogden, the award-winning marketing expert and Host and Creator of the popular online TV show, Marketing Made Simple TV, is a proud graduate of the University of Notre Dame, from where he holds a degree in Marketing. who would also make a great Chief Marketing Officer for a smart company.

According to Fortune, the Mendoza School of Business at the University of Notre Dame is the number one undergraduate business school in America – for the third year in a row. Sorry, Harvard…

I’m reminded of a story that happened several years ago that shows the true value of a Notre Dame degree.

I was working for large business intelligence software (where I was their top salesperson) I had just set a meeting with Keith Sherin, Chief Financial Officer of General Electric.  My boss said “Jeff, how did you get that meeting (with a top executive)?” I said “Andrew, Keith was graduated from the University of Notre Dame one year before me.”

My boss then said “I didn’t ask you where he went to school. I asked you how you set the meeting.” I replied “Andrew, you really don’t get this, do you?”

I’m thrilled to be a graduate of the awesome University of Notre Dame!

God, Country, Notre Dame.

Can’t wait for football season to start! Did you know that students at Notre Dame stand for the entire game?

In addition to being a Notre Dame graduate, I’m a proud husband and dad, who’s 17 year old son created this amazing video. Check it out.

Meet Jeff Ogden, your new Chief Marketing Officer

What do you think? We love to read your comments and appreciate those who share on social media.

Let’s continue the discussion over at my Google Plus page.

Very exciting times at Find New Customers

Holy crap! These are exciting times indeed at Find New Customers!

We have a wonderful new client who just signed a Statement of Work with Find New Customers - a West Coast marketing software firm launching a new product in early April.

They hired Find New Customers to help them promote this new product by writing and placing thought leadership articles in key websites, like Linkedin, Ad Age B2B and Business2Community.ServPro We did a long chat with their CEO this week.  We also talked to those sites too.  They even asked me to connect with one of their board members, the former CEO of Eloqua. He asked to call him early next week.

If those first sponsored articles go well – there could be a LOT more business following.

Jeff Ogden was hired to deliver a keynote speech on marketing to a $1.4 billion dollar firm at Foxwoods Resort and Casino in early April. The client is excited and will have a photographer there to take pictures of me during my keynote speech. This could be the launch of a major keynote speaking career! It’s a wonderful opportunity.

We’re providing services for a hot young local marketing company too. They just inked an agreement with Find New Customers to use us to get into new accounts. This is exciting too – as well as a chance to make some good money too.

The Information Technology Sales and Marketing Association, ITSMA, a organization of very large professional services and technology companies, is talking with Find New Customers next week about one of our favorite subjects, Buyer Personas – the incredibly important but poorly understood aspect of B2B marketing. I believe this is something more companies need to focus on in 2014!

(One company president just told me they sent a survey to all their customers) – a survey is NOT buyer personas – because you have to pre-define questions in a survey. Buyer Personas can uncover unexpected information. I’m also attending the next ITSMA meeting in New York City, which is all about buyer personas.

By the way, since I’ve been using BrandYourself.com for a long time to ensure I rank for my name.

This is how BrandYourself says they deliver:

“We believe everybody should be actively improving their own Google results without having to pay a company thousands of dollars to do it for them.”

Now my name “Jeff Ogden” ranks in the top 10 in Google for almost everything! In fact, my AboutMe profile just moved into the Google top 10!

I also interviewed some wonderful guests on Marketing Made Simple TV too. Like Bryan Kramer of #H2H, best selling author Dave Kerpen, and branding expert Denise Lee Yohn.  Dr. Woody, the popular TV expert, is an upcoming show guest too. This is a BLAST to do!

The future sure looks bright at Find New Customers!

How might I help you? Send a tweet to @fearlesscomp and I promise to answer any question you may have promptly.

Let’s continue the discussion over at my Google Plus page.

How to Find New Customers (for your business!)

With sales struggling to uncover qualified sales opportunities, this great white paper is your lifeline.

So much has been written about B2B demand generation, but Ogden makes it simple – which makes it a must-read” – the Funnelholic

How to Find New Customers is the popular white paper on B2B demand generation. Originally sponsored by Marketo, we no longer share information with them. The editor of this white paper is a well-known sales expert and author – so it is very well-written indeed.

How to Find New Customers

How to Find New Customers

We’re also delighted that this was translated to Porteguese for our Brazilian friends too. Just click this link. HTFNC_BR

Download this free white paper by clicking the image today, read it and watch your business take off.

While you are at it, why don’t you visit Find New Customers to get some of our other free content on B2B marketing and demand generation too?

What do you think? We love to read your comments and appreciate those who share on social media too.

5 Reasons Your Marketing Content Won’t Convert

After reading the great post by Sonia at Copyblogger “Why Your Copy Isn’t Converting” I wanted to share it with you.B2B Marketing Manifesto

We’ve had a steady stream of top content marketing experts on Marketing Made Simple TV, such as Joe Pulizzi of the Content Marketing Institute, Jon Wuebben, author of Content is Currency, and Jay Baer of ConvinceandConvert.com on the show.

Content marketing is SO important today, that I want to share some insights with you.

Content marketing feeds the beast of B2B demand generation, plain and simple. Want to set up lead nurturing? You need content. Want to create PPC ads? You need content to offer in those ads. Content feeds marketing.

Here are the five reasons from the Copyblogger post:

  1. They don’t want what you’ve got
    You might be passionate about your products and services, but buyers could care less.  As David Meerman Scott said so eloquently “No one cares about your products and services except y0u.” This is also why quality buyer personas are so important. One of the Five Rings of Insight is Priority Initiatives – what are the buyer investing time, money and political capital in?
  2. They’re confused
    The confused mind does not buy. Offer too many options or use goobbledy gook words and you get not even a nibble on your hook.
  3. They can’t see the pretty picture
    If the buyer cannot see herself using your product, all is lost. She must be able to visualize using the product. Make the benefits of using it crystal clear in the simplest language possible.
  4. You didn’t ask
    This one is Sonia’s favorite, but the simple fact is that “Click Here” gets clicked a LOT.  You need a simple Call to Action on each thing you do.
  5. They don’t believe you
    Despite your best efforts, the buyer is second-guessing himself.  He does not want to look foolish. I also think it is wise to feature happy, smiling customers on your website too.

What do you think? We love comments and those who share on social media too.

Jeff Ogden is an award-winning marketing expert and President of the nicest company in B2B marketing today, Find New Customers. He’s also the creator and host of the popular and syndicated show, Marketing Made Simple TV.

“There’s no aspect of marketing that quality buyer personas cannot improve!”

That comment came from Adele Revella of the Buyer Persona Institute.

Joe Pulizzi of the Content Marketing Institute said in his book Epic Content Buyer PersonasMarketing that “audience personas” are critical to content marketing (Chapter 10- The Audience Persona)

Both Joe and Adele are right. To create great content, you MUST have a deep understanding of your buyers!

What do you need to learn? I recommend Adele’s 5 Rings of Insight

  1. Priority Initiatives – Where is the buyer dedicating time, budget or political capital, regardless of your product or service?
  2. Success Factors – What do your prospective buyers identify as the rewards of success?
  3. Perceived Barriers – What personal or business obstacles could interfere with their chances of success?
  4. Buyers Journey – How does the buyer identify alternative solutions, weigh his or her options and arrive at a decision?
  5. Decision Criteria – How does the buyer arrive at a decision from his or her alternative solutions?

Getting answers to those five Rings of Insights requires open-ended interviews with recent buyers. Unless you are comfortable doing those kinds of interviews, I suggest you leave them to trained professionals.

Simply sending out a survey is NOT good enough, because you have to predefine questions in a survey. Buyer personas reveal the unexpected.

To learn about the Buyer Persona services offered by Find New Customers, please visit Get Better Results – Get to Know Your Buyers with Buyer Personas. By the way, I also completed the Buyer Persona Master Class at the Buyer Persona Institute, so I do have expertise here.

What do you think? We love to read your comments and appreciate those who share on social media too.

To contact me, send an email to jeff dot ogden at findnewcustomers.com please.

2013-50most-badge-ogden 2012-50most-badge-ogden SLMA award

The Coming War over Buyer Insights

In the crazy, noisy world of today, companies who best know their buyers will win.buyer insights

That’s why I believe there’s a marketing war coming around buyer insights.

This is why Buyer Persona are more important than ever. (Find New Customers is certified in Buyer Personas.)

One of the top challenges for companies today is differentiation. Everyone sounds alike.

Case in point, I was sent a list of the Top 20 Retained Executive Search Firms in the U.S, recently and I visited many of their websites.  Most of them sound alike.

Check out these two search firm and see how much they sound alike.

ABC is a leading human capital consulting firm, with a focus on retained executive search, strategic consulting, and market intelligence.  We are committed to developing and nurturing deep relationships with our clients and building a strong network of world class executives across industries.

A Search Approach That Explores Possibilities, Without Limits

The DEF Limit-Less Search® approach is based on the belief that executive retained search should be limit-less — a 360 degree opportunity to explore executive leadership possibilities. DEF’s Limit-Less® approach allows clients to go beyond traditional searches which are restricted due to generic list building and “off limit” accounts.  To achieve the right search results, our work is defined by a unique combination of the right people, the right structure, and the right approach to get the right access to top talent in the marketplace

This is why I believe a battle over buyer insights is coming. Are you ready for this battle?

When you send me an email to a prospective customer, it needs to look like it came from a close personal friend – someone who knows me well.

The only way to do true one-to-one marketing is to develop very deep insights on buyers and leverage big data in marketing.

Here’s what I suggest you do:

  1. Visit The Buyer Persona Institute and learn all you can about buyer personas.
  2. Purchase the book Big Data Marketing by Lisa Arthur, Chief Marketing Officer at Teradata Applications and read it. (You can also watch Lisa on Marketing Made Simple TV too.)

What do you think? Do you agree or disagree that a war over buyer insights is coming? We also appreciate those who share on social media.

Hello, I’m your buyer. Do you know me?

I’m your potential customer, or so you think. I’m sorry, but you really don’t know me, do you?

You’re trying to sell my your crap, but I’m not buying.potential buyer

I have zero interest in your offering, unless you can first prove you did your homework on me.

I care zero for your features and benefits, by the way. As David Meerman Scott famously said “No one cares about your products and services, except you.” I simply don’t care.

Let me ask you a few questions –  to see if you really did your homework:

  1. What’s the process I use to eliminate choices in my buying process?
  2. Where do I turn for trusted information?
  3. What questions do I need answered at each stage of my buying process in order to buy your product?
  4. What are my top priorities and how do they align with what you’re trying to sell me?
  5. How do I measure success and how can your offering help?
  6. Why might I not buy your offering? Do you know how to overcome my objection?
  7. On what criteria do I make my buying decision?

How did you do? Were you able to answer most of the seven?

If you did not, and few companies actually have the answers to those questions, then they are excellent candidates for a buyer persona initiative.

To learn more, download the free e-book For Compelling Content, Let Buyers Be Your Guide.

What do you think? We love comments and those who are on social media too.

Jeff Ogden, President of the nicest company in B2B marketing today, Find New Customers, was trained in the Buyer Persona Master Class by the Buyer Persona Institute.

There’s a BIG announcement from Marketing Made Simple TV coming soon. Stay tuned!  The show keeps getting better and better!

Mad Marketing TV premiers in just one week (+ 1 day)!

One week from today is the premier of the B2B Marketing show Mad Marketing TV

Ever feel like you’re being pulled in a thousand directions at once? With the various projects and challenges facing marketers today, just figuring out where to start can prove challenging. Add digital and new media tools and you might be wondering how in the world to make sense of it all!

Mad Marketing TV seeks to provide straight forward marketing insights that you can apply to your business today.

Join our guest host, Jeff Ogden of Find New Customers, as he interviews marketing experts and provides constructive business information you can start using now.

Jeff Ogden

The Host of Mad Marketing TV

The sponsor of Mad Marketing TV is Act-On Software - marketing automation software for the Fortune 5,000,000.

The first marketing expert on the first (and second) show is Buyer Persona expert Adele Revella of the Buyer Persona Institute.

You will find the show at Mad Marketing TV on YouTube and www.madmarketing.tv.

Tune in every Thursday at 9:00am Pacific and Noon Eastern for a new episode of Mad Marketing TV.

Marketing automation starves without a Content Marketing strategy

B2B Demand Generation | The Importance of Content Marketing

Marketing Automation without great content is a like a Ferrari sitting in the garage. It has no fuel.

If you’ve invested in Eloqua, Marketo, Silverpop, Pardot or the like, this post is for you. (Find New Customers is a Gold partner for Silverpop and closely aligned with Eloqua and Marketo.)

I’m the President of Find New Customers and I recently had the pleasure of interviewing Jim Burns, CEO of Avitage, in a podcast.  I asked Jim for an example of why great content is so important in B2B lead generation.

“Can you share an example, Jim?”

Jim said  “Content the bait on the your hook.  Or the gas in your sports car. Without it you catch no fish and your sports car won’t move.”

Jim’s well-crafted response makes a key point.  Great, compelling and remarkable content is much more important for B2B lead generation than which marketing automation platform you choose. The quality of your content plays a very important role in the success of your marketing automation project – regardless of vendor.

JB:   Sure.  This is a specific example, but frankly it’s so universal I think it’s extremely relevant.

Most people think that the marketing automation technology itself is going to start to address the problems of generating leads and tracking that lead activity.

Working with a company that implemented this almost two years ago, but they did not have a defined program in place.  They didn’t define what a lead was, for example.  They didn’t define a nurturing plan, they did not define even a scoring plan.  In fact, what they said was when we send something out if a buyer clicks that’s a lead.  And that lead was instantly dumped into salesforce.com and the little bell rang for the salesperson, you’ve got a lead, and as you can imagine salesperson came to realize that those were not what we would call sales ready leads.  As a result, a little over 14 months later they had virtually no pipeline for new business.

In the last six months we’ve been helping them with a series of efforts around producing content — first defining what leads are and what it means to be a sales ready lead, secondly defining a nurturing process that also involved inserting a telesales group in the middle between the click from some campaign and the hand-off to sales, but also mapping out a seven-step nurturing process and building out the content.  And now they’re starting to get to a point where they’ll have 10 to 12 marketing qualified leads a week and building.  So this is a dramatic change from just a few months ago after 14 months of — really of drought despite the investment.  And I think that’s very, very common.

We think the technology’s going to solve the problem and it isn’t.  It requires a process, it requires a program, and that I think of marketing automation and fishing with a hook, but the content is the bait.  And that’s the key.  Without the content, you’re not going to get people clicking on your various links to give you the information you need.

Thanks for the interview, Jim. You can check out content marketing expertise by visiting Avitage.

What do you think? We love comments and those who share our content on social networks.

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Jeff Ogden (@fearlesscomp) is President of the B2B lead generation consultancy, Find New Customers. Find New Customers helps companies rapidly grow revenue by transforming how they attract, engage and win new customers. Contact Find New Customers by calling (516) 495-9350 or by emailing sales at findnewcustomers.com.

To learn more about Jeff, please click on Who is the Fearless Competitor?