B2B marketers are experimenting with GenAI for content marketing tasks from personas to content marketing strategy to messaging, content, social posts, and more. Most are also doing so without a strong foundation for validating the outputs ChatGPT or … [Read more...]
Personalization in B2B Marketing: Overrated or Misunderstood?
B2B marketers strive to achieve personalization in content and communications. Most marketing leaders think the future depends on it. Yet, attempts at personalization have mostly left B2B buyers indifferent—at best. We could blame it on chaotic, … [Read more...]
Why You Need to Revisit B2B Buyer Personas and ICPs
As the market shifts, much of what you thought was true about your buyer personas and ICPs may be different. This change may be in degrees. Or it may be big enough to require a GTM restructure. I’m not just talking about the economy or supply … [Read more...]
Use B2B Buyer Personas to Gain Consensus on Objectives
With 8 to 15 buyers involved in a complex B2B purchase, ensuring a no-regret deal can be as difficult as herding cats. By gathering and applying in-depth buyer intelligence with buyer personas, you can mitigate non-consensus due to differing … [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...]
