In the world of sales and marketing, personas are invaluable tools. Well-made personas can help you to understand your targets' plans, challenges, behaviors and goals. They can help you to recognize that different people have different needs and expectations, and they can also help you to identify with the audience you are trying to have a conversation with. But many marketing and sales pros bypass the creation and usage of personas -- many times simply because they don't have a good idea of where to begin.

Insanity: Doing the same things over and over again and expecting different results.  We’ve all heard this, and yet, many continue to sell the same way they always have in a business world that has been changing dramatically over the last several years.  Now more than ever, developing TRUST as a cornerstone of your business is critical and the four keys below will start the process of developing a new orientation with your clients and prospects.

As any experienced content marketer can tell you, coming up with fresh ideas for content can be tough. Here are three steps you can follow to generate your next great piece of content for use in your inbound marketing strategy.

It’s rare to get a prospect’s attention on the very first outreach attempt. More often than not, a sales rep will need to reach out again, and again … and again. Persistence is a virtue in sales. Most sales experts espouse making between six and 10 attempts before giving up on a prospect. Abandoning prospects too soon could leave money on the table.