When B2B marketers think “buyer,” they’re most often thinking about net-new buyers. But the biggest opportunity in an uncertain market is to focus on convincing customers to stay and customer expansion opportunities. Buyer-driven experiences (BDX) … [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...]
