Hyper-relevant. Hyper-personalized. Hyper-targeted. Hyper-everything in B2B marketing! What is it with all the hyper? Is it the new “new and improved” label for marketing concepts? If you look at the definition of hyper, the word is related to … [Read more...]
It’s Not the Format of Your B2B Content, It’s the Relevance
Format is one of those chicken and egg things about marketing that just needs to cross the road. Every year, reports come out that tout which content type works best at which stage in the funnel and has marketers responding to which format drives … [Read more...]
Misconceptions About B2B Buyer Personas
I’m really tired of seeing people dismiss B2B buyer personas as worthless. Although, I have to admit that many of the personas I review from prospective clients are little more than recipe cards for disconnected experiences. And shame on those who … [Read more...]
More Stuff B2B Marketing Needs to Break
Last month, I attended the Break Sh!t event hosted by Terminus. It was a fun format and the short sessions from standouts including Andrew Davis, Katie Martell, Oli Gardner, Carla Johnson, Sangram Vajre, and more, were compelling. I could say a … [Read more...]
Never Assume B2B Buyers Know How to Buy
One of the assumptions that marketers and sales reps make when people show interest in your website, content, or booth at a virtual summit or trade show is that they’re buyers. There’s nothing inherently wrong in this with the exception that the … [Read more...]
