Federal and state legal developments over the last year brought a lot of changes that impact workplace policies and procedures, making it critical for companies to review their handbooks for compliance. “2016 was the busiest year I can recall in this regard,” said Elaine Diedrich, an attorney with Littler in Pittsburgh.Workplace rules and regulations may continue to change under President Donald Trump’s administration, but employers should make sure their handbooks are up to date under current laws, she added. Trump has made overtures that regulations will be pulled back, and if that happens, it could be positive for businesses that have been struggling to keep up with all of the latest changes, said Jason Keck, an attorney with Fisher Phillips in Chicago.In the meantime, employers should take a close look at their policies. From National Labor Relations Board (NLRB) decisions to local paid-sick-leave laws, here are some of the important changes to note from the past year.1. NLRB Decisions”At the federal level, we’ve seen a lot from the NLRB,” Keck said. Employers should review their social media policies, keeping in mind the board’s Aug. 18, 2016, decision that found that Chipotle’s social media policy prohibiting employees from “posting incomplete, confidential or inaccurate information” violated the National Labor Relations Act (NLRA).The board said that “in order to lose the act’s protection, more than a false or misleading statement by the employee is required; it must be shown that the employee had a malicious motive.”Employers also should examine and possibly rewrite “any policy that simply tells employees they need to act professionally and in a positive manner or be nice to customers,” Diedrich said.The board’s decision in T-Mobile U.S.A. Inc. (April 29, 2016) found that several workplace rules were unlawful, including a rule about maintaining a positive work environment.The NLRB said employees could reasonably interpret the rule to restrict “potentially controversial or contentious communications and discussions,” including those involving their right to join a union and bargain collectively.Also review policies about recording in the workplace, media inquiries, reference checks and policies that prohibit disparagement of the employer, Diedrich added.Keck noted that the U.S. Supreme Court will eventually weigh in on the NLRB’s position that class-action waivers in arbitration agreements violate an employee’s right to engage in protected, concerted activity.Until then, employers will have to assess whether to have a class-action waiver in their handbook, he said.2. Reporting ViolationsMake sure handbook provisions don’t … To continue reading this article, please click here.
8 Best WordPress Hosting Solutions on the Market Related Posts The social music market is a crowded one, but it looks like Jango has learned from its quicker competitors and has launched a very nice service. Why Tech Companies Need Simpler Terms of Servic… Unsigned music industry blog The Hippodrome got in on the beta and says that they didn’t discover anything new on Jango. Jango is paying an internet radio station license to SoundExchange, ASCAP and BMI and populates its library via manual collection (they buy CDs). Commercial popularity, editorial selection and “people who like” recommendations all go together to determine Jango’s recommendations. Top Reasons to Go With Managed WordPress Hosting There’s a lot that’s not finished at Jango yet (after all, it’s still in private beta with only 300,000 users -lol) but the single biggest thing you’ll notice is the superior control over the playlist. You can skip around to related songs played past and in the future – you’re not at the mercy of the tireless advance of the stream ala Pandora. It’s quite nice. It’s a good looking service. Think Last.fm with more social features and more AJAX. Think Pandora with profiles brought to the front and more control over the playlist. A Web Developer’s New Best Friend is the AI Wai… There is, in fact, more AJAX than you can shake a stick at. There’s not a pop-up player per se, but there is some song and channel continuity across pages. This doesn’t appear to be AJAX, it’s quite interesting in fact, but I like it. marshall kirkpatrick Jango is a social music site that’s launching formally in the middle of next month, but has decided to reach out to blogs for coverage now. Apparently a company with an enlarged sense of proportion all along, Jango says its private beta has 300,000 users. Yet it’s stayed off the radar of all the leading web 2.0 review blogs to date. Read/WriteWeb readers who click through this link can access the closed beta. You’ll be prompted to create an account after you enter your first artist search. Read on for more info about the interesting founders, the interface and the recommendation engine. Jango was founded by an international band of mysterious outlaws; they participated in the first bubble, including in European giant portal Spray and “monopoly cable TV stations” in Armenia and “their arch rival country” Azerbijan. I said they were outlaws. The six co-founders self-funded the New York based company until yesterday when they closed a $1 million angel round from undisclosed investors. Tags:#web
Tags:#Arduino#Cleverpet#featured#Fitbark#Fitbit#ipad apps#Petbot#Pettech#Voyce#wearable#wearable devices#Whistle#Whistle Activity Monitor Internet of Things Makes it Easier to Steal You… Why IoT Apps are Eating Device Interfaces Follow the Puck Does your love of tech extend to the pets in your life? When you look into the pettech world, there’s a bewildering plethora of mobile apps to aid our furry friends from adopting a dog, deciding on a pet name, administering first aid and choosing a pet-friendly holiday location – and we haven’t even gotten into the entire range of interactive gadgets and accessories. Pets are big business—the American Pet Products Association estimates that consumers spent nearly $61 billion on their pets in 2015. According to IDTechEx, ten years from now the wearable tech market for pets is expected to reach $2.6 billion. If you have the cash, here’s a critical look at some of the more innovative tools to entertain and support your four-legged family members.CleverPet The CleverPet With inspiration straight from the work of Ivan Pavlov, the CleverPet uses cutting-edge algorithms based on behavioural science to reward your dog when she learns something new. A busy dog is a happy dog. Your dog is less likely to be distraught or destructive while you’re out if they have something productive to do, and playing games is a great way to keep them occupied.The device has three sensitive touch pads designed for dog noses and paws, which light up interactively. Your pet will win food for touching the pads on the device with the difficulty escalating over time. You can also see how they are doing in real time via the corresponding app. You can even pre-record verbal commands for training work.CleverPet is connectable to other smart device and Arduino-compatible. A tech savvy owner can also write their own custom code via the available RESTful API.PetBotLook deep into my dispenser…The PetBot also takes a page from Pavlov’s book, a focused towards the welfare of the owner than the pet, although it may be more focused on the owner’s well-being. Think of it as a reward-dispensing baby monitor. It allows the owner to see, speak and listen to their pet through their smartphone. When the pet cuddles up to the camera, PetBot automatically starts recording a ten-second video or selfie image and dispenses a treat or plays a pre-recorded sound as a reward. The danger here? Finding out your pet thinks you’re more boring than you realize.Whistle, FitBark and Wonderwoof wearables Wonderwoof’s wearable activity tracker Of all wearables for dogs, three similar devices are getting the bulk of the attention: Whistle, FitBark and Wonderwoof. They all feature a small device that clips onto your dog’s collar and monitors your dog’s resting and activity levels. These are then compared to a pre-calculated range based on their breed, age and weight. Where these devices differ is in their corresponding apps. Whistle, for example, enables owners to keep track of medications as well as a food log. The app can also be shared by multiple family members. Whistle also retails a GPS tracker, although it would be nice to see this integrated into the wearable rather than as separate product in the future. Whistle is also the first consumer device to tap into Sigfox’s low-power IoT network. By comparison, FitBark can be linked to an owner’s Fitbit and has the option of a separate wifi base accessory – at a cost of $80 – for monitoring multiple dogs. The Wonderwoof app also enables the owner to track the location of “doggy friends” while you’re out walking. Don’t worry, cats – a Wondermeow is in the works this year. Voyce Fetching his first wearable: VoyceVoyce is a health-focused wearable collar for dogs that does everything some of th above activity wearables do, but also measures sunlight exposure as well as heart and respiratory rates. Designed by a team of veterinarians, Voyce’s strength is that the health information can be made available to your dog’s veterinarian. Voyce is more than double the cost of other health monitoring devices and a membership plan – around $100 per year – is required to have access to the corresponding online portal. Voyce’s accompanying pet recordAn owner can activate the “caregiver” option, giving their pet’s vet access to all of the Voyce monitor’s data. A separate Voyce Pro program enables veterinarians to actively monitor their patients.The collar comes in different sizes, but it may prove too uncomfortable for many dogs. Some reviews complained that the collar’s bulky looks got them some evil looks – owners were accused of having their pet wear a shock collar. But this kind of detailed monitoring wearable will likely become a precedent for future developers, albeit hopefully in a more ergonomic collar. Ipad Games ….for Cats? (And Lonely Penguins….)Have you ever found your cat watching television? Their entertainment needn’t be usurped by your own, thanks to Ipad Games for Cats. I had a chat with game designer TJ Fuller, part of the duo that created Game for Cats app. The idea came from seeing videos of cats playing with iPads on YouTube, but the impetus was a lengthy failed attempt at making children’s games. They decided to see what they could make in two weeks and the resulting game – where cats can play with mice, lasers and butterflies – was a hit. Since then, two other games have featured in the kitty reportoire, Paint for Cats and Catzilla. The experiences in creating games for cats highlight some of the challenges for developers in working with animals. With the first beta version, the developers knew they were at a loss for market research – neither had a cat or even an Ipad. Buying an iPad was easy, and they took it to the local pet shelter to test the game.“The women at the shelter didn’t know what the iPad was but the cats loved it immediately,” says Fuller. “It became really popular right away.” The game also proved popular at the aquarium in Long Beach, California – particularly with the penguins that experienced increased sex drives after playing the game. There was also some unintended consequences in the first game, which began with free levels and extended to paid levels. Users complained that money was being taken from their accounts without their consent. It turned out that the cats were pressing their paw on the “buy now” button. After that, they introduced a failsafe where a buyer needed a credit card and a human hand to make a payment. Fuller says the biggest challenge in making games for cats is that their capacity for engagement differs significantly to humans. Cat owners wanted a more advanced game for their cats. But after going all-out with their third game, Catzilla, they found that the game appealed to owners more than cats. As one reviewer wrote:“Whereas our kitties will sit, purring loudly in anticipation, staring at a blank iPad WAITING for me to turn on the Painting game, they completely ignored this game visually and got very scared of the siren sounds”. This led to lower-than-expected sales despite the first two apps selling consistently for several years. Fuller notes that testing is the key in creating product for pets. He explained a recent frustrating situation where they were working on another game for months, only to find out during beta testing that cats just would not play it. Sure, it’s easy for the petless out there to smirk at both the tech sector’s and pet owners’ desires for pettech. But most owners consider their pets a member of the family and valu their well-being. However, there are concerns that the market could easily become overly saturated with products which are targeted at behavioural modification through “static correction” and other forms of control, which can seem cruel and archaic – and at odds with the benefits of the majority of pet wearables and apps. But hopefully, tails will keep wagging. Related Posts Cate Lawrence Small Business Cybersecurity Threats and How to…
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and lead quality b. What other interesting strategies have you implemented? d. Classify profitable lead segments as “workable leads”, which are ready for sales. Note: numbers are not actual HubSpot statistics Filter out and/or nurture “non-workable leads”. Sales becomes frustrated with all the time it takes to comb through dozens of unqualified leads to perhaps find one good one. Topics: Attempts per “workable lead” HubSpot has complied over 50 marketing charts and graphs on topics including Lead Generation, Blogging and Social Media, Marketing Budgets, Twitter and Facebook To address this issue, many companies on the edge of inbound marketing and sales 2.0 have introduced a marketing and sales SLA (service level agreement). The Problem To maximize accountability and empowerment, it is best define the SLA in a joint meeting between sales and marketing. This metric becomes your marketing SLA. Automate the daily monitoring of the process. 1. Define the number and frequency of attempts that sales will make against each “workable lead”. 3. lead. Calculate the profitability of each segment. The Solution 5 Steps to Establishing A Sales and Marketing SLA Determine the number of “workable leads” per sales rep per month that marketing is accountable for. Lead quality is de-prioritized and suffers. Download the ebook now! Marketing complains that sales is ignoring the leads that marketing worked hard to generate. As companies continue to increase the percentage of leads that originate from inbound marketing, effective alignment of sales and marketing becomes a critical area of organizational design. Free Download: Marketing Data: 50+ Marketing Charts and Graphs 4. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Key metrics to monitor are: a. The sales SLA defines the expectations that marketing has for sales on how deeply and frequently sales will pursue each This metric becomes your sales SLA. 5. qualified They stop paying attention to these leads and revert back to expensive, and often times unprofitable, cold calling. . For companies to achieve growth and become leaders in their industries, it is critical that these two group be properly integrated to have access to these charts for use in your own presentations What issues do you have with sales and marketing alignment? “Workable leads” produced per sales rep, month to date Examples of Sales and Marketing SLA Charts: Run a closed loop analysis on your historical inbound lead segments. Marketing is measured against aggressive lead quantity goals. We use this technique at HubSpot ourselves. If the two departments are managed as separate silos, the system fails. Conversion rate to forecasted pipeline per “workable lead” Marketing and Sales Alignment c. Connect rate per “workable lead” 2. Originally published Apr 26, 2010 10:00:00 AM, updated October 20 2016 They scramble to meet these goals, focusing on campaigns that produce the most lead conversions. The marketing SLA defines the expectations that sales has for marketing with regards to lead quantity
presentations Fortunately, the web has helped solve this problem by making it easier to share and watch social media marketing presentations Have you seen other presentations that should be on this list? Please share links to them in the comments of this post! presentations from Social Media Strategy from 8 Digital Trends That Will Change Everything by Christina “CK”Kerley Branding Personality View more Do’s and dont’s of Social Media by from 4. The 25 Basic Styles of Blogging … And When To Use Each One View more . Olivier Blanchard Basics Of Social Media Roi 7 Ways to Use Social Media to Build Stunning Business and Personal Brands by B2B Social Media Marketing by presentations 8. Olivier Blanchard View more . Presentations are a great way to consume information and learn about new topics. Unfortunately, we don’t all have the time and money to spend traveling to conferences to see them in person. View more has become a powerful resource for discovering new ideas. Today, we selected some of the best View more presentations from 11. Adam Singer 2.Basics Of Social Media Roi by Employees are Social Media Marketers, Too! (they just don’t know it yet) by Jay Baer 7. Rohit Bhargava that are worth watching and could inspire slides for your own presentations. . . presentations ducttape presentations presentations Topics: ducttape presentations Josh Martin B2B Social Media Marketing: Building the B2B Business Case for Social Media presentations Conversation by Design Christina “CK” Kerley Rohit Bhargava presentations Slideshare David Armano 6. . Originally published Apr 27, 2010 8:00:00 AM, updated October 20 2016 What the F**K is Social Media: One Year Later by View more 7 Ways to Use Social Media to Build Stunning Business and Personal Brands . . Joffreys Coffee & Tea Company Social Media Marketing Case Study by JayBaer from View more DavidArmano . MartaKagan . Employees are Social Media Marketers, Too! (they just don’t know it yet) from View more from 9. Gia Lyons Social Media Marketing Presentations Do’s and dont ‘s of Social Media 3. Conversation by Design by Branding Personality from presentations 10. View more Adam Singer 1.The 25 Basic Styles of Blogging … And When To Use Each One by from from . 5. Marta Kagan from Olivier Blanchard presentations Joffreys Coffee & Tea Company Social Media Marketing Case Study 8 Digital Trends That Will Change Everything – March 2010 Social Media Strategy by Social Media Marketing What the F**K is Social Media: One Year Later . . Josh Martin View more View more Gia Lyons Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
Social Selling Originally published Jan 19, 2011 11:00:00 AM, updated October 20 2016 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack As a HubSpot marketer, I’m a firm believer in the use of social media as a powerful tool for not only driving traffic to a company’s website but also generating leads for your business.That said, the applications of social media don’t stop in marketing. Social media can also be a very helpful tool in the sales process when Sales is following up with leads and opportunities, especially considering the fact that, SiriusDecisions projects that by 2015, 71% of initial BtoB inquiries will be web-driven, and “a sound social media strategy is key to driving this inbound interest.”So how can you use social media intelligence to help you make a sale? I recently sat down with Chad Levitt, a member of HubSpot’s own sales team and the author of the New Sales Economy Blog, to discover how he uses social media intel to prep for his sales calls. This is what I learned…Using Social Media Intelligence in Sales 1. Conduct Research: First and foremost, you’ll have to do some sleuth-work. Do a little social media digging to investigate where your prospect is spending time online. Does he/she have accounts on Twitter, Facebook, LinkedIn, or another social network or community popular for your industry? If you’re a HubSpot customer, you can easily find this data in the Lead Intelligence tool for any lead whose social media information is available. 2. Do Your Homework: Scan your prospect’s presence on these social media sites. Learn about their interests. Do you have something in common (e.g. a shared passion for cooking, watching college football, or scuba-diving) that could be used as a good ice-breaker on your sales call? If you’ve already connected with the prospect before the call by another means such as email, consider following them on Twitter or connecting them with on that particular social network.3. Strategize: Have you learned anything about the prospect that might be helpful fodder for your sales call? Maybe you noticed they’ve been discussing something in social media that your product or service addresses or solves. Perhaps accessing their company’s website URL you found on their LinkedIn profile reveals something about why they became interested in your company in the first place. Put on your best detective hat, and think creatively.4. Follow Up: Continue the conversation. Use social media as a way to keep in touch with and nurture your prospects after your sales calls. Send them links to appropriate, remarkable content, and look for opportunities to answer their questions.The beauty of using social media for sales is in its potential to make the sales process a lot more personal. Building relationships is an important part of sales, and social media offers a valuable platform for relationship-building. And — BONUS! — if you’re using a system such as HubSpot, closed loop reporting will also enable you to track leads from their initial referral channel through their first conversion all the way to becoming a customer. This allows your marketing team to track which social media channels are most efficient and provides actionable insight to make smarter marketing investments.And don’t worry about seeming creepy (unlike the man in the photo above). If the prospect has made themselves available in social media, they probably won’t be weirded out by the fact that you did some detective work. Chances are, they’ll be impressed that you’ve spent the time to do some extra thinking about how what you have to offer specifically relates to their problems, needs, or wants.Chime in! How else have you used intelligence from social media to prepare for a sales call?Photo Credit: Okko Pyykkö Topics:
20 percent of Google searches are for local information Mayer discussed many of Google’s local applications, including Google Maps and Google Hotpot Originally published Mar 17, 2011 4:00:00 PM, updated October 20 2016 Marissa Mayer Google Hotpot currently has 3 million ratings 5 Google Local Stats Every Marketer Should Know Local SEO Google Maps usage is 40 percent mobile 2. aburt 3. Google GPS saves drivers 2 years everyday with route around traffic directions 4. , Google’s Vice President of Consumer Products, spoke about the current state of many of Google’s location-focused applications. Five important statistics stood out as the major takeaways for marketers looking to promote their businesses at the local level. 5. Topics: Google Maps has 150 million mobile users When it comes to location-based marketing, much of the conversation goes to Foursquare as well as Yelp. However, Google is still the leader in the discovery process for local information. At South By South West Interactive, Of the five stats above, it is clear that the fifth piece of data should serve as a soundbite for every marketer when discussing the relevancy of online local marketing. With 20 percent of Google searches looking for local information, that means 600 million searches per day are for local information. This is a huge opportunity for businesses. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack All of these statistics show that Google has a major hold on users looking for local marketing online. As a business looking to attract more customers through these tools, you should follow best practices for being included in Google’s local search results as well as optimize your business website with content focused on your key geographic markets. Take a look at 1. Photo Credit: . Hotpot is Google’s service that allows users to rate local business and has only been live for a few months now. Marketing Takeaway HubSpot’s free local marketing on-demand webinar for best practices to attract more visitors to your business.
Switch to the retainer model. It’s better for your business, because you’ll have reliable income. It’s better for your client, because you’ll be required to deliver ongoing value to them, so they can justify paying you. At the end of 2010, HubSpot surveyed approximately 3,000 marketing agencies and consultants about the financial health of their businesses, as they registered for our free no retainer clients. now 1. Agencies need recurring revenue. How to Transform Your Marketing Agency What we found was not encouraging—variable cash flow, lack of new leads, difficulty signing new clients, and few (if any) sources of recurring revenue. Most of the agencies and consultants that participated in our survey generate their revenue from project work. And the average project size? Less than $5,000—with many agencies accepting average projects for less than $1,000. Here are the five critical reasons marketing agencies must transform Want more tips and ideas on how to transform your agency? Stop pushing tactics. If that’s not a wake-up call for transformation, what is? 5. Lead-generation is a BIG ongoing challenge. —and that may in fact be a rather generous estimate. The vast majority of retainer-based clients generate <$1000 or revenue per month. A surprisingly large number of agencies are signing retainers of <$500/month. This blog post is part of HubSpot's Join us for us a special episode of HubSpot.TV on Wednesday, April 6, 2011, at 12pm EST. Topics: Marketing Transformation Week 4. New business cycles can be long—and painful. fewer than two new clients per month Learn, win, transform! > But the BIGGEST challenge of all? Generating new leads—a problem that can and should be addressed with a few small but critical changes to your agency’s overall marketing strategy. marketing services delivery process inbound marketing training Stop selling projects. Ben Franklin once said that the definition of insanity was “doing the same thing over and over and expecting different results.” We couldn’t agree more. Most agencies generate less than 25% of their revenue from retainer clients. Many agencies have Stop writing pitches and proposals. 3. Project-work is typically low-yield and high-churn. When we asked agencies what their biggest business challenge was, we got a mix of answers, from “Difficulty keeping up with technology” to any and all of the challenges listed above. Yes… social media is the shiny new toy every potential client is asking for. But most businesses will have a really hard time generating ROI from social media alone. Deliver the right services at the right time for the right client. , so that you’re not reinventing the wheel for every client. While creativity is still key to successful marketing campaigns, processes are key to reliably improving results over time. Our data show that most marketing agencies acquire Create (or borrow) a Originally published Apr 6, 2011 9:10:00 AM, updated October 20 2016 , April 4-8, 2011. Find the business challenges that your clients will pay to fix. Develop marketing and sales programs that will help them fix them. 2. Agencies need larger retainers. Agency Marketing series designed exclusively for agencies. It’s time for real transformation—and we’ve got a handful of tips to help you get started! , based on our recent survey: Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
Are you thinking about compiling a large industry report (or something equally as labor intensive) for lead generation on your site? Consider something easier on the billable hours (but still true to the topic) before you do. Maybe put something thinner together, like a stat sheet or a 30-minute webinar highlighting several trends you’re seeing. Then pay close attention to who downloads or signs up. Are they Dianas or Ernies? If Diana dominates, then you’ve probably justified the time and effort creating your report will take. If Ernie dominates the downloads, it might be time for plan B. 2. It Will Help You Tune Your Lead Scoring & Prospecting Processes ? 1. It Will You Help Test Potential New Campaigns How do you use your marketing personas? In what other ways can you use your marketing personas non gratas to persona non grata to learn more! Use what you know about the worst case scenario to inform how you think about the best case scenario. Mark fields in your CRM to carry more value if the lead drops a title that Diana usually lists. Also, what irritates you most about Ernie? Call out these characteristics. Craft screener questions for the front end of your sales process so Sales will know Ernie when they see him and can disqualify him early. Making sure people know Ernie as well as Diana will save time and make your marketing-to-sales handoff smooth and efficient. create “personas” for your ideal customers improve your sales and marketing efforts and the But don’t stop there. As important as it is to understand who your dream customer is, knowing your customer’s evil twin is equally important. For each persona you come up with, also think about all the traits opposite of what makes him or her perfect. Who can’t your sales reps stand? Who leaves their sales funnels bone dry? Chances are, the better you know your worst customer, who we’ll call Evil Ernie, the easier it will be to build strategies to attract a continuous stream of Dianas. Here are three additional ways building your dream customer’s evil twin (or marketing lead generation efforts , if you will), will help you improve your sales and marketing efforts. Sign up now Originally published Aug 11, 2011 5:00:00 PM, updated October 20 2016 HubSpot’s inbound marketing experts will be diving deep into the topic of marketing personas at using the common attributes and needs they all share. Doing so will allow your marketing team to better focus content creation and HUGS Inbound Marketing Summit . on a specific target. No more throwing things at the wall to see what sticks. If you know that your ideal customer, Dreamy Diana as we’ll call her, loves educational material around use-cases at the top of the funnel and craves pricing guides and demos after that, then that’s what she’ll get! Who is your ideal customer? What do you know about them? Hopefully a lot! To help you better target your marketing efforts, it’s a good idea to Creating an evil twin persona will put Ernie on an island alone. We hope. But he’ll still need things. The by-product of all this “exclusion” will most likely be a healthy list of adjectives and need states. You will likely know as much about him and what he wants as you will know about Diana. Put what you’ve learned to good use. Ernies are usually made distinct by an outlying characteristic or two. Feed those outliers to the folks in product or business development. Get them thinking about what a solution for him would look like and if it would be worth building into your product or service offering. Avoid him, yes, but don’t ignore him. His wants, needs, and peculiarities could lead to business opportunities in the future. Topics: 3. It Will Help You Identify Future Opportunities Marketing and Sales Alignment Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack