A good customer experience must be relevant. According to Forrester Principal Analyst Mary Shea, “Your buyers want contextual interactions with both human and digital assets across a holistic, but non-linear journey.” As I stated in my book, … [Read more...]
The Value of ABM Goes Beyond Marketing
Pushing product: it’s what B2B companies have been doing for years. Even if we say we’re putting the customer front and center, usually we’re not really walking the talk. We have all these meetings and mandates about what the company wants to … [Read more...]
A B2B Buyer Persona is Not an Island
If you know me, you know I’m all about creating and using B2B buyer personas to drive content marketing strategy. I’ve created more than 400 buyer personas over the last four or five years. When built with both qualitative and quantitative data they … [Read more...]
