Asking your sales team to tell you what customers are like, what they care about and what matters to them is a great start, but it only tells you half the story. What your customers do when they're not interacting with your sales team, when they’re behind a computer screen, often surprises even the most seasoned professionals. This guide walks you through how to identify the content your customers consume. You’ll gain insight into how they move through the purchase cycle. And you'll more easily engage with them throughout. 

You can gain a cursory understanding of your customer universe by analyzing how many people search for a particular keyword or have a specific interest. But this is an incomplete view. If your analysis ends here, you risk overlooking a vast majority of your customer universe or worse, you may potentially find that you’re irrelevant to them. Our process for mapping your customer universe arms you with a skillset not taught in school. It will transform how you plan business development activities.

For many entrepreneurs the very thought of strategy and planning is anxiety inducing. Most fears are caused by a lack of data to guide your decision making or inadequate visibility into the ripple effect these decisions can have on your business. Our guide walks you through five simple steps to create a proper framework that changes your relationship with strategy. With it, you’ll have the confidence to find your way through any circumstance.

Personifying your customers is seldom a straight forward process. How will your personas be used and by whom? What's important in each scenario? The more clarity you have in this sense, the more actionable your personas become. This guide walks you through how to structure and research personas and how to get the most from this pivotal process.