When I talk with clients about how to build a storyline across the entirety of the buying process, they often express hesitation… What will we write about that will be interesting over 6-month span (or longer)? How will we prove value when … [Read more...]
A B2B Buyer Persona is Not an Island
If you know me, you know I’m all about creating and using B2B buyer personas to drive content marketing strategy. I’ve created more than 400 buyer personas over the last four or five years. When built with both qualitative and quantitative data they … [Read more...]
Is Your B2B Audience Engaged or Committed?
B2B marketers wax prolific about the concept of engaging their buyers and customers with content. But engagement isn't really the end goal, commitment is. People who engage with your content are interested in the topic at hand. An audience that is … [Read more...]
Marketing Automation is NOT the Silver Bullet for B2B Marketing
Earlier this year, Ascend2 asked B2B marketers how successful they considered their use of marketing automation. Only 25% said they were very successful, yet 91% of them agreed that marketing automation was very important to the overall success of … [Read more...]
The B2B Funnel is More Like a Pinball Machine
I was watching the video for the second roundtable video that I participated in at Content Marketing World and Nick Panayi from CSC said, "the B2B funnel is more like a pinball machine, with leads bouncing everywhere" - I'm not sure that's verbatim, … [Read more...]
