A funny thing happened with the growth of information availability. Once B2B buyers figured out they could access whatever information they needed to understand a new subject, answer a question, or evaluate a product they no longer needed to talk to … [Read more...]
Buyer Context is the Key to Engagement
What do your B2B buyers’ see? Until you can see what they see, you cannot create the conditions for change. But once you understand buyer context, you can solve a problem in perspective that they didn’t recognize they have. Why does this … [Read more...]
Why Marketers Must Have Customer Conversations
Know your audience has become a rallying cry behind the concept of creating compelling buyer and customer experiences and becoming customer-centric companies. But how many B2B marketers can say they truly KNOW their customers? For those of you … [Read more...]
How to Apply a B2B Buyer Persona to Your Content Marketing Strategy
In a previous post, I shared a four-step process for creating in-depth B2B buyer personas. In this post, I’ll discuss how the details of a buyer persona inform a content marketing strategy. With the wealth of information gained during the process … [Read more...]
Create B2B Buyer Personas that Inform Content Marketing Strategy
While 89% of B2B marketers have embraced content marketing, only 37% have a documented content marketing strategy, and only 22% say they are extremely successful with their overall approach to content marketing. Successful content marketing … [Read more...]
