Buyer personas, built well, take a concerted effort to produce. While only 44% of B2B marketers say they have buyer personas, 83% of these marketers say they are only slightly or somewhat effective at using them. What a colossal waste of time, … [Read more...]
Why B2B Marketers Must Address Status Quo
When I do strategic planning workshops with my clients, we get into a lot of discussions about buying stages. Anyone who's followed me for a while or read my books knows that I always start very early in the process with the stage of Status … [Read more...]
B2B Personas: Not Just for Buyers
Buyer Personas have become the latest buzz for B2B marketers; you either love them, loathe them or fall somewhere in between. Mostly, from what I’ve seen, where marketers fall on the scale between love and loathe has to do with a couple of … [Read more...]
No B2B Marketing Content Left Behind
B2B marketers have been struggling with creating engaging content, creating enough content and improving content marketing effectiveness ever since content marketing became the new sliced bread. There are many surveys and reports that tell us so. … [Read more...]
B2B Purchase Decisions: Logic Driven by Emotion
When considering the differences between B2B and B2C marketing, it’s often said that a B2C purchase decision is more emotional, while a B2B purchase decision is logical. I disagree. If you look into the behind-the-scenes processes throughout … [Read more...]
