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Give Your B2B Buyer Personas a Makeover

Give Your B2B Buyer Personas a Makeover

You’ve spent the time, effort and sweat equity to build B2B buyer personas. But, when you look at them, you’re not quite sure what to use them for or how to do it. Perhaps it’s time to assess your personas and give them a makeover to strengthen their … [Read more...]

Filed Under: Content Marketing Strategy, Digital Skills, Personas Tagged With: b2b buyer engagement, b2b personas, content marketing effectiveness

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Great B2B Customer Experiences Require Customer-Centric Marketing

Great B2B Customer Experiences Require Customer-Centric Marketing

Only 12% of B2B marketers rate themselves as “very effective” at delivering a great customer experience. No, that’s not a typo. It’s a finding from the 2016 B2B Customer Experience Benchmark Report from Kapost. The report defines customer … [Read more...]

Filed Under: B2B Marketing, Continuum Experience, Personas Tagged With: b2b buyer engagement, b2b customer experience, content marketing effectiveness, continuum experience

Ardath Albee 1 Comment

Building the Case for Brand Advocate Personas

Building the Case for Brand Advocate Personas

I recently wrote an eBook, The Brand Advocate Persona, about how to harness the power of personas to turn customers into brand advocates. [A big thanks to Influitive and Cintell for producing it!] It occurred to me that perhaps the concept of the … [Read more...]

Filed Under: Content Marketing Strategy, Personas, Social Marketing Tagged With: b2b personas, brand advocate persona, customer engagement, customer retention

Ardath Albee 2 Comments

How Collaboration Contributes to B2B Buying Journeys

How Collaboration Contributes to B2B Buying Journeys

I interview a lot of people during buyer persona projects. This includes representatives from product development, customer service, sales teams, marketing professionals of various flavors, and, of course, customers and prospects. The thing that … [Read more...]

Filed Under: B2B Marketing, Content Marketing Strategy, Continuum Experience, Personas Tagged With: b2b buyer engagement, b2b personas, buyer alignment, content marketing effectiveness

Ardath Albee 4 Comments

How Personas Keep B2B Marketers From Playing “Guess Who” with Content

How Personas Keep B2B Marketers From Playing “Guess Who” with Content

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...]

Filed Under: Content Marketing Strategy, Digital Relevance, Personas Tagged With: b2b buyer engagement, b2b personas, buyer alignment, content marketing effectiveness

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Marketing Interactions, Inc. works with B2B clients to create buyer personas and digital marketing strategies for complex sales that are compelling, highly leveraged and, most importantly, designed to engage prospects across the entirety of the buying process – what Ardath Albee, CEO, calls The Continuum Experience.

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