For some reason, in B2B content marketing, we seem to forget about the "whole" buyer. More and more marketers are embracing buyer personas and the idea of becoming customer centric, but we often only focus on the business side of the buyer, as if … [Read more...]
Marketers Need to Drive WOM in B2B ABM Programs
Word of mouth (WOM) drives awareness and outcomes in B2C. But there's an application for WOM in B2B ABM programs. Complex B2B buying decisions are made by committee. The average number of people involved in a B2B buying decision is estimated to … [Read more...]
B2B Marketers Need Cultural Immersion to Get Closer to Buyers
Recently, I've been helping my client, Sykes, to create stories about the behind-the-scenes stuff that makes them so valuable to their customers. The one I find most intriguing is cultural immersion. Sykes provides contact centers to Fortune 50 … [Read more...]
B2B Content Must Offer Perspective
When a B2B buyer sets out to solve a problem or achieve a business objective, he or she begins with an initial vision of what that might look like. They will talk to colleagues, search for information about potential solutions and ask their peers for … [Read more...]
Digital Relevance: Why I wrote the book
I really appreciate the great reception my book, Digital Relevance, has achieved. For those of you who would like to know a bit more about the book, I thought I'd publish a few excerpts to give you a "look inside." This first excerpt is the … [Read more...]
