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...]
Give Your B2B Buyer Personas 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 personas and give them a makeover to … [Read more...]
Building the Case for Brand Advocate Personas
I recently wrote an eBook, The Brand Advocate Persona, about how to harness the power of personas to turn customers into brand advocates. [A big thanks to Influitive and Cintell for producing it!] It occurred to me that perhaps the concept of the … [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...]
