A review of research on B2B content marketing over the last five years shows that the same problems persist—problems that continue to limit B2B marketing effectiveness. One of the biggest challenges? Content creation. Consistently producing engaging, … [Read more...]
The Push-Me, Pull-Me of B2B Sales and Marketing Alignment
B2B sales and marketing alignment —or the lack thereof—is something that’s been talked about as long as I can remember. And I’ve been in marketing and management positions for more than three decades. That’s a pretty long time when you consider … [Read more...]
The Future of B2B Marketing is Personal Relevance
Let’s face it. B2B buyers are self-focused. There's a gap between the personal relevance buyers want and what B2B marketing content is giving them. There’s a reason that WIIFM has become an evaluation factor for content prior to publishing. “What’s … [Read more...]
Get Your B2B Buyer Persona Effectiveness Score
Does your buyer persona have what it takes to contribute effectively to content relevance that delivers increased marketing performance? According to the Benchmark Study on Understanding B2B Buyer Personas released by Cintell, less than 30% of B2B … [Read more...]
Improve B2B Buyer Persona Effectiveness with a Makeover
You’ve spent the time, effort and sweat equity to build your B2B buyer personas. But, when you look at them, you’re not quite sure how to apply them or what they're good for. Perhaps it’s time to assess your persona effectiveness and give them a … [Read more...]
