Let’s face it. B2B buyers are self-focused. There's a gap between the personal relevance buyers want and what B2B marketing content is giving them. There’s a reason that WIIFM has become an evaluation factor for content prior to publishing. “What’s … [Read more...]
Get Your B2B Buyer Persona Effectiveness Score
Does your buyer persona have what it takes to contribute effectively to content relevance that delivers increased marketing performance? According to the Benchmark Study on Understanding B2B Buyer Personas released by Cintell, less than 30% of B2B … [Read more...]
Improve B2B Buyer Persona Effectiveness with a Makeover
You’ve spent the time, effort and sweat equity to build your B2B buyer personas. But, when you look at them, you’re not quite sure how to apply them or what they're good for. Perhaps it’s time to assess your persona effectiveness and give them a … [Read more...]
Building the Case for Brand Advocate Personas
It occurred to me that perhaps the concept of brand advocate personas might not be enough to convince you of its value – even though B2B marketers are taking on more responsibility for referral programs instead of only chasing net-new … [Read more...]
Is Your B2B Audience Engaged or Committed?
B2B marketers wax prolific about the concept of engaging their buyers and customers with content. But engagement isn't really the end goal, commitment is. People who engage with your content are interested in the topic at hand. An audience that is … [Read more...]
