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...]
Addressing Human Influences with Buyer Personas
For some reason, in B2B content marketing, we seem to forget about the "whole" buyer. More and more marketers are embracing buyer personas and the idea of becoming customer centric, but we often only focus on the business side of the buyer, as if … [Read more...]
Use Content to Help a B2B Buying Committee Reach Consensus
B2B marketers know there are a number of people involved in a complex buying decision. What often goes overlooked is understanding not only who the marketing programs can reach and engage but how content gets shared among the buying committee. It's … [Read more...]
Cut Through the Red Tape of Consensus in B2B Buying Decisions
Most B2B marketers use marketing automation. Used well, the platforms can help advance buying. But it's about more than just using the technology. It's about consensus in B2B. There's Lots of Red Tape in Reaching Consensus in B2B I work with a lot … [Read more...]
