Let’s face it. B2B buyers are self-focused. There's a gap between the personal relevance buyers want and what B2B marketing content is giving them. There’s a reason that WIIFM has become an evaluation factor for content prior to publishing. “What’s … [Read more...]
Get Your B2B Buyer Persona Effectiveness Score
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 your B2B buyer personas. But, when you look at them, you’re not quite sure how to apply them or what they're good for. Perhaps it’s time to assess your personas and give them a makeover to … [Read more...]
Great B2B Buyer 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...]
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...]
