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 in 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...]
Marketers Need to Drive WOM in B2B Content Marketing
Last week, at Inbound Marketing Day in Atlanta, I heard Ted Wright, the author of Fizz: Harness the Power of Word of Mouth Marketing to Drive Brand Growth, speak about the subject. He’s a compelling speaker and a great guy whom I’m glad I finally got … [Read more...]
Use Content to Help B2B Buying Committees 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 for B2B Buying Decisions
This headline caught my eye - 53 Percent of B2B Fortune 500 Companies Use Marketing Automation - so I clicked through to read it. Mathew Sweezey wrote the post based on his research into the State of Demand Generation. Mathew presents three reasons … [Read more...]
