Does your buyer persona have what it takes to contribute effectively to content relevance that delivers increased marketing performance? According to the Benchmark Study on Understanding B2B Buyer Personas released by Cintell, less than 30% of B2B … [Read more...]
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...]
Shift from More to Better for a Marketing-Driven Customer Journey
Content marketing isn’t about creating and publishing more content; it’s about creating relevant, lasting relationships that result in profitable outcomes for your company—from awareness to advocacy. But, as in many things in marketing, “more” has … [Read more...]
5 Ways B2B Content is Creating Fragmented Experiences
Content marketing for B2B companies is now an established route to market. It works when done well. But the problem is that it’s often not done well—not nearly as well as it could be. The result is fragmented experiences that leaves buyers and … [Read more...]
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...]
