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...]
Why B2B Marketers Must Address Status Quo
When I do strategic planning workshops with my clients, we get into a lot of discussions about buying stages. Anyone who's followed me for a while or read my books knows that I always start very early in the process with the stage of Status … [Read more...]
B2B Purchase Decisions: Logic Driven by Emotion
When considering the differences between B2B and B2C marketing, it’s often said that a B2C purchase decision is more emotional, while a B2B purchase decision is logical. I disagree. If you look into the behind-the-scenes processes throughout … [Read more...]
B2B Marketing in the Pre-Sales Process Must Back Up to the IDEA
B2B marketers have gotten a bit ahead of themselves. We start too late in the buying process to become the mentors and guides we need to be thought of to play an influential role. An example of this can be found in recent research conducted by the … [Read more...]
Scale the Story, Not the Volume
B2B marketing has an obsession with quantity. Quantity of leads has been a driving force of marketing for as long as I can remember and now it’s coupled with volume of content. The number of views, likes, and shares are still key metrics. In other … [Read more...]
