Given the changes in buyer behaviors, I’ve become a bit obsessed with the B2B buyer journey. The whole thing. Not just as related to a specific campaign, but across as many channels and touchpoints as possible. We need visibility. Especially given … [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...]
Why B2B Marketers are Critical to Revenue Operations
Due to my interest in breaking down the silos that separate customer-facing teams, I’ve attended a few webinars focused on Revenue Operations (RevOps). Uniting the commercial team to produce profitable buyer and customer-driven experiences is … [Read more...]
Revenue Teams Must Deconflict B2B Messaging
B2B messaging is a key component of doing business. All go-to-market and customer programs run on messaging. However, the different roles on revenue teams often create conflict with the messaging each of them chooses to use. It seems perfectly … [Read more...]
