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...]
How Sales Enablement Results in Higher ROI for B2B Marketing Content
You’ve likely heard it. The silence in the forest of your content as not even a light breeze rustles its leaves with engagement. It’s been reported that the majority of marketing content is never used – especially not by salespeople. Why not? A … [Read more...]
B2B Marketers Must Develop Conversational Competence
In this excerpt from my book, Digital Relevance, I discuss the need for marketers to re-discover the beauty of conversation and how it translates into more relevant online engagement with buyers and customers. Conversational competency is a content … [Read more...]
Is Your B2B Audience Engaged or Committed?
B2B marketers wax prolific about the concept of engaging their buyers and customers with content. But engagement isn't really the end goal, commitment is. People who engage with your content are interested in the topic at hand. An audience that is … [Read more...]
Marketing Automation is NOT the Silver Bullet for B2B Marketing
Earlier this year, Ascend2 asked B2B marketers how successful they considered their use of marketing automation. Only 25% said they were very successful, yet 91% of them agreed that marketing automation was very important to the overall success of … [Read more...]
