For the last month or so, it seems that every other post I read or email I receive is about ChatGPT or some other AI writing software. The marketing world has glommed onto the technology as if it will save them from drowning in mediocre, irrelevant … [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...]
Use B2B Buyer Personas to Gain Consensus on Objectives
With 8 to 15 buyers involved in a complex B2B purchase, ensuring a no-regret deal can be as difficult as herding cats. By gathering and applying in-depth buyer intelligence with buyer personas, you can mitigate non-consensus due to differing … [Read more...]
The Inside and Outside of B2B Buyer-Driven Experiences
I’m hearing a lot of assertions about the B2B buyer journey. The challenge is in how much nuance people apply to what’s said. I’m thinking about the differences between what your buyers experience with your content and brand (outside), and what it … [Read more...]
The Importance of Humanness in B2B Content Experiences
What is it that puts the humanness in business experiences? A recent study from researchers at the University of Florida found that it’s not the question of whether people prefer a chatbot or an exchange with a human, but rather the perceived … [Read more...]
