Know your audience has become a rallying cry behind the concept of creating compelling buyer and customer experiences and becoming customer-centric companies. But how many B2B marketers can say they truly KNOW their customers? For those of you … [Read more...]
Create B2B Buyer Personas that Inform Content Marketing Strategy
While 89% of B2B marketers have embraced content marketing, only 37% have a documented content marketing strategy, and only 22% say they are extremely successful with their overall approach to content marketing. Successful content marketing … [Read more...]
A Lack of Customer Advocacy Could Make B2B Buyers Walk Away
I was interviewing a client’s customer a few days ago for a persona project and something he said made me stop and think. What he said can be paraphrased as: If there is no buzz about your company online, I won’t consider your product as a viable … [Read more...]
